Making a bigger bang with bite-sized content
With a suite of digital platforms available at your fingertips and a multitude of ways to engage with your audience, you shouldn’t be restricting your content to a single website, social network or post. By atomising content and sharing it across multiple channels and in different formats, you’re unleashing your brand to make a bigger impact, more often.
What is content atomisation?
Content atomisation is the process of deconstructing long-form content or overarching topics into focused, more strategic pieces.
The idea is to serialise your content – packaging it into smaller sizes of content and frequently publishing it to audiences over a longer period of time. This gives your content the mileage and longevity needed to keep users interested and engaged, without sounding like a stuck record.
Let your content do the work for you
Once you hit ‘post’, chances are that your stand-alone piece of content will fall off news feeds and fade away from stories and streaming sites, quicker than what it took you to put it together. Relying on algorithms to do the hard yards won’t cut it either. There are gigabytes of content being published on the internet every minute and thousands of brands use the same tactics to compete for the same digital real estate.
Atomising your content, however, allows you to be smarter in your content marketing approach. Want to launch a new product? Tease your audience with subtle sneak-peeks, then shout it from your socials by releasing a launch video, showcasing cool features in Insta stories, punting how it adds value in a press release, and getting your product into the hands of vloggers and influencers – giving it legs and letting it go viral!
When done right, atomised content can provide the following benefits:
- Amplify your brand voice with consistent messaging across different formats, platforms and channels
- Maximise your return on investment in terms of the resources used to craft authentic content
- Increase your Google ranking by appealing to search engines with unique, high-quality content
- Increase online engagement by providing audiences with nuggets of relevant and engaging content (rather than expecting them to watch or read long-form pieces)
- Increase conversion opportunities by casting your net far and wide with multiple content pieces
- Create great user experiences and customer paths for customers to follow on the platforms that they are most active
Next time you want to share an update on your socials, launch a brand awareness campaign, or increase new business leads, atomise the hell out of your content, make a bigger bang and keep users coming back for more by feeding them with bite-sized content.