The main concern for customers is to have a relationship with you and your company that brings benefits and stability. Your content marketing strategy should focus on offering your customers content that will trigger and maintain their interest. That’s why it is highly important that your content strategy is set in such a way that it reaches your audience on various channels with the help of various forms of content.
Content atomization’s role in B2B
Content atomization is nothing more than a way of transforming your existing content and splitting it into smaller pieces of content. It is the perfect technique for you and your content team to use at times when you don’t have the inspiration to produce new content or when you don’t have the sufficient resources to do so. Through content atomization, you are basically reimagining and repurposing the content you have already created. It will help B2B organizations to generate profit through inbound sales.
Creating atomized content
The most important thing to remember is that content atomization is not something that happens by itself. It requires effort. Content is created around the initial piece of content, but there should also be a focus on reviewing the newly created content and on distributing it to the right audience. The content that you produce through content atomization should be in line with your organization’s marketing strategy and goal.
Rules for an optimal process of content atomization
To be successful in creating content that is properly atomized for a B2B marketplace, it is good to guide yourself through the process using these rules:
1. Decide what piece of content deserves to be atomized and create it accordingly
The main advantage of content atomization is that it is not necessary to create new content. You can turn your whitepapers, demos, webinars, etc. into new content. Decide how each of them can be turned into smaller standalone pieces once you have reviewed the content. You can also atomize your company’s FAQs, company practice, testimonials and customers’ comments. Even the replies that you give to your blog posts’ comments can become part of your content atomization. Every time someone comments on your posts, remember to reply. This will help in better spreading your content.
2. Whenever you are producing new content, remember to use atomization
The sooner you start to atomize your content, the better the results. From the beginning, consider creating pieces of content that can be atomized. Establish your main idea and focus your content on it. Afterward, develop the framework around which new content will be created. Identify the elements that you can extract from your content to create new content.
For example, if you are thinking of producing a video demo, you should organize your content to generate more content that relates to the subject of your demo before you begin. If you are considering writing an ebook, identify the elements that can be put separately into new pieces of content. At the same time, choose the platforms where you plan to share them and the format (tweets, emails, blog posts, social media posts, etc).
3. Adapt your atomized content in accordance with your audience
Content should be created for your audience and appeal to their interests, be it video, audio, or written content. Keeping this in mind, set an audience for each important part of your content. You may identify that a certain aspect of your content will be of interest to influencers while another appeals to decision makers. Using atomization, you can assign specific content that appeals to the interests of the different cohorts of your audience.
In a B2B context, content atomization will make your content marketing strategy perform better, bringing the results that you desire. With the help of content atomization, you can use your resources with greater efficiency and reduce the amount of investment. It is not just a way to recycle your content. Atomization helps to reimagine and build new content that will meet the needs of certain target groups during particular stages of the sales cycle or lead generation funnel.