What’s Content Atomization and How to Use It for Marketing
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With the saturation of messages and changes in information consumption habits, companies need to boost their communications. The atomization of content allows you to optimize the use of resources and maximize the impact on your audiences. It is an expandable strategy that favors personalization and aims to increase brand engagement. Learn how to atomize your content step by step and effectively reach your potential customers.
What is content atomization
Content atomization has been defined as the next level of content marketing. Basically, it consists of breaking down, or “atomizing,” a topic or piece of content into its smallest parts. However, it is important that each part has its own meaning and is able to exist in its environment. That is to say, it is not enough to divide content into parts; it should be reformulated and adapted to the platform and the newly targeted audience.
Atomization is a strategic process, aimed at producing more focused content. To be effective, it requires a sound and well-planned execution.
Content atomization and marketing impact
The phrase “divide and conquer” acquires a repurposed scope within content strategy. Atomization impacts the results of marketing efforts in at least four areas:
Atomization contributes to better positioning in search engine results. The reason is very simple. Instead of concentrating all the resources into a single action, the content is multiplied over several platforms and pieces. This then becomes a very powerful weapon in the war of relevance. The central idea or keyword gains increased exposure to audiences.
Each piece created is bait, which increases the chances of attracting the audience and achieving better rankings. As a result, it allows you to underpin keywords and gain importance within the network.
Efficient use of resources
Continuously updating and creating content can be a challenging and exhausting job. At times, it may seem that you have run out of ideas and incentives to engage the audience. This is generally an inaccurate assessment. Surely, there is still much to discover and new audiences to reach.
By varying formats and breaking down content, you will find new opportunities for interaction. Simplify your message, develop each of its facets, and present it from different angles. In other words, make the most of every piece of content and expand your coverage and reach. This will doubtlessly translate into increased profitability. You will gain a greater impact with less additional effort.
Aim and perseverance
Information and communication technologies have significantly changed the meaning and context of interaction. Studies suggest that the average user maintains focused attention for a period of five seconds. If, in that brief time, the intended stimulus of the content has not been able to capture their interest, they will move on to look for something else, often somewhere else as well.
This is where we see the advantage of the small size of the atomized content. A simple, brief glance should be enough to convey an idea or engage the audience. Baltasar Gracián y Morales warned of this in the 17th century. The phrase “The good thing, if brief, is twice as good” is attributed to him. In today’s market, with online communications, this is more relevant than ever.
On the other hand, atomization has been shown to have a built-in amplification effect. That is, in breaking down the parts, atomization carries a greater likelihood of repeatedly emitting your message to your audience, using various stimuli. By being present on different platforms, you can reach your audience wherever they are. This familiarity has a multiplier effect regarding the degree of attention you will achieve which makes the assimilation of topics and ideas progressively more accessible.
One might claim that conversion opportunities is a natural consequence of the previous point. Several elements of communication, in different platforms and formats, create equal call-to-action (CTA) opportunities. In addition to receiving and digesting content, having various tools at your disposal also establishes a greater likelihood that your audience will comment on or share your content. And we know that this can mean more conversions and leads.
Furthermore, by using different resources, there are more options designed for the preferred format of each segment of your audience.
How to atomize content effectively
The proper content atomization can be decisive for the success of a digital marketing strategy. In addition to using resources efficiently and obtaining the best ROI from campaigns, the content will be better customized. You will be able to produce engaging pieces of content for your target audience, ensuring they reach the consumers and make a significant impact.
The main purpose of content atomization is to create meaningful and relevant units with concise messages. These segments of information generally form a set that is disseminated sequentially. This encourages repeated interaction with the brand’s platform. The frequency of publication will be determined by the characteristics of the audience, content and medium.
However, before explaining the step-by-step process, it is necessary to differentiate atomization from the simple reuse of content.
What is the difference between content atomization and content reuse?
The two terms have much in common and often tend to be confused. Both atomization and reuse refer to micro-content or smaller pieces, but the approach for each is different.
What is content reuse?
As its name suggests, it consists of making use of a content elements repeatedly, albeit while making slight modifications. As with atomization, the information is divided into smaller parts and used on alternative platforms. A classic example is posting tweets with messages taken from a lecture or presentation. Basically, it is a copy of the content and format presented on different channels.
What is content atomization?
Atomization is a somewhat more complex process and is part of a strategy for the future, not just a simple configuration.
By atomizing one or several content pieces, they are divided into independent and meaningful units. Each unit is relevant on its own, but together they take on a new dimension. This is not repetition but involves creating entirely new pieces from a valuable idea or content. It is recommended that each piece be linked to the original content and to the other segments. You can use the same keyword or refer your audience through links. Remember that the intent is to create a ubiquitous and wide-reaching experience. While both techniques help improve content performance, atomization has a greater impact on SEO.
First step: identify atomizable content
Generally, atomization is the second phase of a content strategy. It allows existing content to be rethought and reworked, either by adapting it or by placing it in a different context. Start by performing a content audit. In other words, review and evaluate existing content for opportunities for atomization. Pay attention to the best performing messages that offer value to your audience. Break the content into more specific subtopics and organize them into a series.
Criteria for identifying relevant content
Relevant content is the starting point for the entire atomization strategy. Expert content writing services often use multiple sources of information to identify content with potential. Among them, it is worth mentioning the following:
- Social listening: You need to be aware of which platforms consumers use and how your audience consumes your content. Surveys on your site and browsing reports can be used to collect this data.
- Audience profile: A simple channel reference is insufficient. It should be supported with information about the motivations and interests of your target audience. Demographic and psychographic criteria are often applied. Segment your audience to identify which content pods are relevant to each group.
- Business intelligence: Assign performance indicators to each of your campaigns or pieces. Make sure these KPIs align with your business objectives. Prioritize content that directly appeals to your business objectives.
- Platform optimizations: Professional services are continuously updated regarding changes in the algorithms and technical aspects of the platforms. Each channel prioritizes content in a particular way, and this should be reflected in its strategy. Stay informed of the technical parameters that can affect your SEO and adjust your content.
Second step: atomizing content according to audiences
Now that you’ve identified relevant content, think about how you can reach different segments of your audience. The concept is key, but you must not forget the importance of formats and platforms. To maximize your reach, you must incorporate the demands of your target audience. Some people are more receptive to interactive materials, while others prefer a detailed document.
Think about each audience segment and imagine how the content would work on different channels. Can you turn a blog post into an infographic? Or make a video tutorial of an instruction manual? Try to adapt your content to be useable on as many channels and formats as you can. Use the following list to identify different applications of content segments:
You can post on your blog or write a guest post on a third-party blog. Create a backlink and link to your page, boosting, in addition, your SEO.
Use audio platforms, such as SoundCloud or iTunes, for example, to share content capsules. Consider making a Podcast and broadcasting short segments with information relevant to your audience.
The audiovisual format will enable you to enrich your content and make it more attractive to the audience. There are many platforms and formats that may be of interest to you, and each of them requires a different approach. Among other options, you could publish:
- Videos on Youtube, Facebook, Instagram, third party sites or your own website. For example, use video content to present tutorials or describe processes.
- Live broadcasts on YouTube, Periscope or Facebook Live; these are ideal for interactive activities or remote seminars.
- Video podcast
You can turn longer or more complex content snippets into email messages for your database. Sometimes an SMS or a WhatsApp message can be a referral or incentive to visit other brand platforms.
Take advantage of any mass media interaction to boost your digital marketing activities. With a press release, you can announce the changes on your page and invite users to virtual events or to download digital products.
These can cover a wide variety of pieces and formats, for example:
- Instagram posts
- Pinterest posts, pins or boards
- Snapchat history
- Social media photo galleries
- SlideShare slideshow
Your presence on social networks will allow you to have a more direct relationship with your audiences. Be sure to use the right tone of voice on each network. For example, writing branded content on LinkedIn is very different than what you would use on Facebook. On these platforms, you can also participate in groups or create communities, apart from your profile.
Choose media by prioritizing those that concentrate on most of your target audience. In addition to those already mentioned, do not underestimate the potent immediacy of Twitter and its wide reach.
Allow your audience to participate and enrich your content. This can take many forms, such as quizzes, surveys or interactive questionnaires or user-generated materials. Reviews or testimonials can increase your credibility and relevance. Likewise, questions and answers on Reddit are two-way channels that will increase your presence and provide valuable insights. Also consider live chats and exchanges, such as Google Hangouts.
Third step: evaluate and adjust
In any digital marketing campaign, measurements are indispensable. In a content strategy, they are, however, even more relevant. In fact, they precede the plan, since you will need performance data in order to create it. To assess your pre-existing content and its potential for atomization, you need to know how it has been performing. At the same time, you should consider the data, interests and history of your audience and value them as potential customers.
Once you’ve designed your plan and atomized the content, you’ll need to monitor it continuously. Observe the performance of the parts and compare this to your stated objectives. If necessary, apply the changes immediately. The response to the content units will enable you to detect preferences in terms of formats, platforms and messages. It is a constant and dynamic process that is always evolving. The better you know your audience, the better you can atomize content in a relevant and effective way.
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