Producing fresh, consistent, and continuous content as a brand can be a daunting task. But – as Content Marketing Institute highlighted in a recent article – it doesn’t have to be.
The solution? Atomization.
Jay Baer, President of Convince & Convert, defined this tactic as “taking a strong content marketing platform or theme, and executing it in many, strategically sound ways.” In other words, it’s the modern marketers’ growth hacking approach to staying relevant and achieving a seamless omnipresent experience – without exhausting precious resources.
Yes, it does mean repetition. But to what degree and with what new insights depends entirely on you and your team’s ability to innovate multiple times around one idea. For example, Radix – a B2B copywriting agency – saw the success of a client’s newsletter and effectively turned it into three blog posts, three podcasts, one presentation, one board game, one infographic and one quiz that all revolved around providing value on a specific topic. They, in turn, successfully cut through the clutter with stand-out content delivery (a board game for sales conversions!?), and filled a marketing funnel with qualified leads.
Find your Content Superstar
Getting started can be half the work, and this is where being in touch with your analytics will pay off tenfold. Mine your data to find successful overarching themes, or one specific piece that knocked it out of the park when it came to open rates, bounce rates, views and/or shares. Once you’ve done that, you’ve identified what will be your content superstar.
Whether this is a newsletter (as in the example of the aforementioned CMI article), blog post or Youtube video, hone in on that piece of content that has longevity – and the potential to provide even more value to a wider range of audiences as you dig deeper into the subject.
Split the Molecule
If each value point is an atom, then your content superstar is the molecule.
To create several successful pieces from one, you don’t need to repost the same article 10 times in slightly different delivery methods. In fact, we’d highly recommend against that. Instead, it’s crucial to step back and look at the individual tidbits within a piece of content that provide great insights as stand alone ideas. Look for the micro-content within your larger piece. Pull out one-liners and bullet points and turn those into the foundation for future work. Don’t be afraid to highlight a value point simply because you aren’t sure how you will leverage it later.
Win the Relevancy War
Look at all of your segmented audience lists. Have you tailored your content superstar for your separate audience profiles and platforms in a way that each group can derive value from it in and solve their own unique pain points?
In the example of Radix, they brought industry leaders from different verticals to lend commentary for their podcasts and capitalized on their assets even more by transparently sharing the process of how they successfully atomized content for their client. This not only effectively showed how other brands can replicate the process, but positioned Radix as the experts in executing it for them.
In the end, they found that “each new effort not only garnered new interest in our idea and business, but also brought a new audience to our related content pieces. The process of atomizing the original article into new formats [also] meant that we had to consider the content needs of our different audiences.” Additionally, after implementing an atomization approach to their content strategy (and with no other sales and marketing efforts other than content), their revenue increased an average of 28% year over year.
This plays to the tune of being present and being helpful – two things that can be achieved with the same message and one big win for any brand’s bottom line.