“The easiest way to turn off your community members is to broadcast the same message across multiple channels. Instead, determine the kind of content that interests the members of your community in a way that is useful to them.” – Joe Pulizzi.
Ever craft a great blog post that gets lost in the noise? This happens with the “use it once” approach to content.
It’s time for a better way: content atomization. This strategy helps you get the most out of your content, giving it a bigger reach and impact.
What is Content Atomization?
Content atomization, a term coined by Todd Defren (founder and ex-CEO of SHIFT Communications), is a powerful content marketing strategy. It’s all about breaking down larger content pieces into smaller, more focused ones. Think of splitting a content atom to unleash its full potential!
During this process, you’ll take the core ideas from your original content (like a blog post, report, or video) and create new pieces in various formats. Each new piece might target different platforms or audiences.
Content Atomization vs. Content Repurposing
You might be thinking, “This sounds a lot like content repurposing, doesn’t it?” You’re right to notice the similarity, but there’s a key difference:
- Content Repurposing: Taking an existing piece of content and adapting it for a new format or audience. Think of turning of a blog post into an infographic or a webinar into an email series.
- Content Atomization: Taking the core ideas from a larger piece of content and creating entirely new assets from them. The focus is on creating multiple, original pieces of content inspired by the original.
Example to Clarify:
Let’s say you have a comprehensive blog post about “The 10 Best Time Management Techniques.” Here’s how repurposing vs. atomization looks in action:
Repurposing:
- Turn the blog post into a social media thread highlighting each technique.
- Create a downloadable checklist of the 10 techniques.
Atomization:
- Create a short video explaining ONE of the techniques in detail.
- Design an infographic comparing the pros and cons of a few techniques.
- Use the takeaways from the blog to write a guest post on a related site about overcoming procrastination (linked back to your original article).
The Power of Combining Both
Content atomization and repurposing aren’t mutually exclusive. In fact, a robust content strategy uses both to get the maximum impact from your best work!
Benefits of Content Atomization
Let’s dive into why content atomization is a game-changer for your content strategy:
1. Reach a Wider Audience
Not everyone consumes content the same way. Some prefer visuals, others like in-depth text, and some just want quick takeaways. Atomization lets you meet your audience where they are.
Example: A detailed research report can be atomized into:
- Infographics highlighting key statistics for visual learners.
- Blog posts exploring specific report findings in more depth.
- A podcast interview with the researchers discussing the report’s implications.
2. Boost Your SEO
Each new piece of content you create is another chance for search engines to find you. By strategically repurposing your content and optimizing it with relevant keywords, you increase your online visibility and attract more organic traffic.
- Example: Instead of competing with a single blog post on a specific keyword, you now have multiple pieces (blog, video, social content) targeting that same keyword, boosting your chances of ranking.
3. Save Time and Effort
Creating quality content from scratch takes considerable resources. Atomization reduces this workload by turning one content asset into many. Imagine spending a week crafting an excellent webinar… then letting it just sit there! Instead, you can pull out key points and create a whole series of value-packed content.
- Example: That webinar can become a series of blog posts, short “how-to” videos, email newsletters, and more – getting way more mileage from the initial effort.
4. Build Authority
When you consistently provide valuable content in various formats, you become a go-to source of information in your industry. Atomization allows you to demonstrate your expertise across different platforms, establishing you as a thought leader.
- Example: Your audience can choose how they prefer to engage with your brand, whether it’s reading long-form articles or listening to snappy podcast episodes. Consistent value builds trust.
What About the Extra Work?
You might be thinking, “This sounds like extra effort upfront.” While content atomization requires planning, it saves time and resources in the long run and opens up possibilities you may not have considered with a single-use content mentality.
Next Up: We’ll look at how to actually do content atomization in a strategic and easy way!
How to Atomize Content
Step 1: Choose a Strong Pillar Piece
The best content atomization starts with the right foundation. Your “pillar” piece should be:
- Comprehensive: Covers a topic in significant depth. Think meaty ebooks, detailed reports, or in-depth webinars.
- Evergreen: The core information won’t become outdated quickly. This maximizes the lifespan of your atomized content.
- High-quality: Is the content well-written, engaging, and valuable to your audience? It’s worth putting effort into the pillar content because it forms the basis of everything that follows.
Why Pillar Content Matters
A poorly chosen pillar piece, one that’s thin on valuable insights or too niche in its focus, will limit your atomization potential. A strong pillar piece ensures you have plenty of interesting material to work with.
Examples of Ideal Pillar Content
- Ebooks
- Whitepapers
- Detailed research reports
- Comprehensive blog guides
- Webinars or video presentations
Next Up: In Step 2, we’ll discuss how to break down your chosen pillar content to find those hidden gems ready to be repurposed!
Step 2: Identify Core Themes/Subtopics
It’s time to dissect your pillar content! Look for the key ideas, arguments, or valuable insights within the larger piece. Here’s how to break it down:
- Revisit Your Target Audience: What questions or pain points does your pillar content address? Each answer could become a potential subtopic for atomization.
- Highlight Key Takeaways: What are the most important things a reader should learn from your pillar piece? Each takeaway is a potential starting point for a new piece of content.
- Look for “Nuggets” of Information: Are there statistics, stories, or case studies within your pillar content that stand out? Those can become their own content pieces – infographics, podcasts, presentations, etc.
Example:
Let’s say your pillar content is an ebook on “The Power of Social Media for Small Businesses.” Here are some subtopics you might find within it:
- Choosing the right social media channels for your niche.
- Best practices for crafting engaging social posts.
- Case study on a small business with successful social media campaigns.
Tip: Try creating a mind map or an outline of your pillar content. This helps visualize the structure and hidden gems within the content.
Up Next: In Step 3, we’ll turn these subtopics into a content creation explosion by brainstorming all the different formats they could take!
Step 3: Brainstorm Diverse Formats
Now, the fun begins! Take those subtopics and imagine how they can transform:
The Basics:
- Blog Posts: Turn each subtopic into a focused blog article.
- Social Media: Snippets of text, quotes, or statistics become tweets, LinkedIn discussions, or Instagram posts.
Visual Power:
- Infographics: Highlight key stats or comparisons from your pillar content.
- Presentations: Turn a subtopic into a SlideShare or webinar deck.
- Short Videos: Create bite-sized videos explaining concepts for TikTok, Reels, etc.
Go Beyond the Written Word:
- Podcasts: Interview experts related to a subtopic or record a solo dive.
- Email Newsletters: Turn your atomized content into a valuable email series.
- Checklists & Templates: Make your content actionable for your audience.
Think “Audience-First”
- Who are you trying to reach?
- What platforms do they use?
- What content formats are they most likely to engage with?
Tip: Create a list of potential formats for EACH subtopic. The more ideas you generate, the greater your potential for successful atomization!
Next Up: In Step 4, we’ll focus on planning and aligning your amazing new content with the right platforms and audiences.
Step 4: Creation and Distribution Plan
You’ve got amazing content ideas; now it’s time to connect them with your audience!
Map Content to Platforms:
- Which formats best suit different platforms (e.g., infographics on Instagram, long-form content on blogs)?
- Consider where your ideal audience already spends time online.
Develop a Content Calendar:
- Plan when and where to release your atomized content to keep it consistent and maximize reach.
- Tools like Trello or Asana can help with organization.
Repurpose with Purpose
Don’t just blast the same thing everywhere. Tweak language and visuals to resonate with each platform’s audience.
Example:
Let’s say one subtopic from your pillar content is about crafting engaging social posts. Here’s how it might roll out:
- Blog Post: A detailed guide with examples and best practices.
- Infographic: The “Top 5 Tips” from the article visually summarized.
- Social Media Posts: Short, snappy versions of each tip, with relevant hashtags.
- Email Newsletter: Link to the blog and infographic, encouraging subscriber engagement.
Up Next: We’ll explore real-world examples of content atomization to inspire your strategy!
Examples of Content Atomization in Action
To really see the power of atomization, let’s examine a content marketing heavyweight: Gary Vaynerchuk (“Gary Vee”).
Case Study: Gary Vaynerchuk’s Content Explosion
- The Pillar Content: Gary Vee often uses keynotes, interviews, or long-form videos as his pillar content.
- Atomization in Action: His team breaks down these presentations, finding valuable ideas, stories, and inspirational quotes to repurpose into:
- Short motivational videos for Instagram, TikTok, and YouTube Shorts.
- Audio snippets for his podcast.
- Text-based social posts packed with insights.
- Graphics featuring powerful quotes.
- Blog articles inspired by specific segments of his talks.
The Results: Massive reach and engagement across his platforms, building his brand and driving interest in his work.
source: Instagram
Key Takeaways:
- Unapologetic Repurposing: Gary Vee prioritizes getting his message out in formats that resonate with his audience on each platform.
- Understanding His Audience: His team tailors the content to fit the expectations of each platform.
- Consistent Volume: The sheer amount of content Gary Vee produces shows the potential of a strong atomization strategy.
Conclusion
We’ve covered why content atomization is so powerful. Now, imagine taking your current content assets and unleashing their full potential.
This isn’t about endless content creation; it’s about unlocking new possibilities by strategically repurposing what you already have. You’ll see your content reach further, attract new followers, boost your online visibility, and effortlessly position yourself as a go-to expert in your field.
The Bottom Line: Content atomization isn’t about creating MORE content; it’s about creating SMARTER content. Get ready to see your content marketing efforts go further than ever before!
Frequently Asked Questions
Won't my audience get bored seeing the same stuff repurposed?
Not if you do it right! Each piece should offer unique value, even if the core idea is the same.
I'm a small business. Is content atomization worth the time?
Definitely! It's a great way to get more mileage out of content you already paid to create.
Where do I find good pillar content to start with?
Look at your best-performing blog posts, webinars, or other in-depth pieces.
How do I make my atomized content stand out?
Tailor each piece to the platform it's on – use humor on social media, get in-depth on your blog.
What's the biggest atomization mistake to avoid?
Not tracking results! Analyze which formats and platforms perform best to refine your strategy.
