Are you among those content marketers that notice a piece of writing is generating a good click-through rate and people are expressing a great interest in it? But, you don’t know how to further transmit your message without losing this amazing content? In this case, there is a valuable tactic you can use: content atomization. It will help you to separate your content into a set of written pieces that you may use over time.
General facts about content atomization
Todd Defren, SHIFT Communication, is considered the father of “content atomization,” first introducing the concept in 2008.
Jay Baer defines content atomization as the action of “taking a strong content marketing platform or theme, and executing it in many, strategically sound ways.”
Content atomization ensures the existence of a piece of well-written content for months and possibly years. Content atomization is accessible to every marketer and business that desires to reach more followers through their content. It can help those that have limited resources such as team, time or money. Atomization can also help businesses that struggle to consistently create the content that their audience is looking for. It also ensures that the content they distribute effectively promotes their value message across different channels.
If a piece of written content is successful, then the actions mentioned above will help you to reach new audiences and allow you to adapt it to various platforms and consumption preferences.
Examples of content atomization
Using atomization, you can turn your content into:
- Blogs posts
- Press releases
- Facebook posts
- LinkedIn posts, articles or updates
- Twitter posts
- Reviews or testimonials
- White Papers
- SlideShare presentations
- Pinterest posts
- Instagram posts
- iTunes episodes
- Contests (for user-generated content)
- Challenges (we’ve got one for you below!)
- Live chats
- Google Hangouts
- Reddit Q&As
Actions to undertake in content atomization
- Determine your top performers through a content audit. If you have a piece of content that is performing well, then it will be easier for you to conduct atomization. Decide who your audience will be and what content you want to atomize. This ensures a smooth process and easily obtained results.
- Make atomization a part of your content plan and marketing strategy. This will help you to identify where you need to implement atomization and what changes it will bring for you.
- Adapt your atomized content to all segments. Perform content atomization to your piece of writing in such a way that you reach different audience channels and segments.
- Content atomization doesn’t necessarily mean that you have to reprocess all your content every time. You can use this procedure on parts of your writing. Reuse these content elements whenever possible.
- Play around with your content as much as possible. Use your creativity and imagination, and plan every step carefully. Always be mindful of your target audience and the message you intend to transmit through your content.
Benefits of content atomization
1. Atomization is not consuming too many resources
You have the opportunity to produce more content using less effort than when you create new content.
2. Atomization generates content with greater relevance
Content atomization means producing various forms of content that can be published across all platforms. This allows you to create the content that your audience is seeking.
3. You will experience revenue growth
The new content obtained through atomization will increase the online presence of your business and help it to become more reachable for your customers and audience.
4. Your SEO will be boosted
Your content will become more visible in search engines by targeting a specific keyword or top-performing phrase. Content atomization allows you to rank better in search engines. Creating numerous pieces of content from a single piece of writing and adapting them to various platforms will make it easier for your keywords to spread.
5. Your content will generate better engagement
Your goal as a marketer, business or brand is to make sure your content is visible enough to reach your target audience. Atomized content will bring just that. It will help your long and short-written content to appear in organic searches. Shorter pieces of content created through content atomization increases your online presence in various forms and across various platforms.
Identify the piece of content that you want to pass through atomization. Next, find the right strategy and establish your target audience. The final step is to choose the platforms to publish your content and to adapt it accordingly.
Don’t forget to conduct analysis on a regular basis to see how your atomized content is performing. This can be determined by the engagement and leads that are driven by your content, through your followers/users/customers/competitors feedback, and through the revenue that is generated.