When it comes to content marketing, almost everyone thinks the only way to improve results is to create more content. But, in fact, we advise our content marketing consulting clients to squeeze more out of their efforts by remixing and refreshing their existing content before thinking about creating another piece.
One way to squeeze more out of your existing content is through content atomization.
What is content atomization?
Content atomization (a term first coined by Todd Defen from SHIFT Communications) is taking a strong content marketing platform or theme, and executing it in many, strategically sound ways. Said another way, it is when you take one huge piece of content and break it down into eight smaller pieces of content.
3 Reasons to Atomize Your Content
For anyone serious about content marketing, I believe some form of atomization is a requirement, for three reasons:
1. Content atomization is resource efficient.
It allows you to cover more ground with your content, with less effort than making brand-new content marketing executions every time.
2. Content atomization helps win the relevancy wars.
Executing your content theme in multiple platforms and in multiple ways gives you a better chance of producing content in a form that is hyper-relevant to a particular segment of your audience.
3. Content atomization includes built-in amplification.
By taking your big idea and spreading it in many, smaller ways, you envelop your audience with the concept. It feels like you’re “everywhere” and creates an attention multiplier effect.
47 Ways to Atomize Your Content Marketing
Now that I’ve (hopefully) convinced you why you should atomize your content, here is a a list of all the places and ways you can atomize content marketing. How many of these have you tried?
Audio Tactics
1. Podcast
2. Soundcloud file
Blogging Tactics
3. Blog post on your blog
4. Guest blog post
6. Medium post
7. Quora post
8. Infographic
Community Tactics
9. LinkedIn Group
10. Facebook Group
11. Forum/Discussion Board post
Long-form Content
12. eBook
13. Whitepaper
14. Research study
15. Case study
16. Testimonial/interview
17. Webinar
Messaging
18. Email
19. Event-triggered email (marketing automation)
20. SMS messages
Paid Tactics
21. Remarketed display ad
22. Pre-roll video
23. Sponsored Tweet
24. Sponsored Pin
25. Boosted Facebook post
26. Sponsored Instagram post
27. Sponsored LinkedIn InMail
Social Content
28. LinkedIn status update
29. Facebook post
30. Tweet
31. Twitter card
32. Instagram photo post
33. Pinterest pin or board
34. Snapchat story
35. Photo gallery
User-generated Content
36. Interactive quiz
37. Poll
38. UGC contest
Video
39. YouTube video
40. YouTube Live video
40. Facebook video
41. Facebook Live video
42. Instagram video
43. Twitter video
44. Video podcast
45. Pre-roll video
46. Periscope live video broadcast
47. YouTube Live Video