Last week, I spent an afternoon in Cleveland conducting a workshop on content atomization with my colleagues Brad Walters from Lowe’s and Jani Byrne from IBM.
Content atomization (a term first coined by Todd Defen from SHIFT Communications) as defined in our workshop means:
Content atomization = Taking a strong content marketing platform or theme, and executing it in many, strategically sound ways.
3 Reasons Content Atomization Isn’t an Option
For anyone serious about content marketing, I believe some form of atomization is a requirement, for three reasons:
1. 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. 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. 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.
49 Ways to Atomize Your Content Marketing
For the workshop, we provided an exercise for content marketers to think through how to atomize their own content. You can download it below.
We also provided a list of all the places and ways you can atomize content marketing. How many of these have you tried?
2. Soundcloud file
3. Blog post on your blog
4. Guest blog post
5. Linkedin blog post
6. Medium post
7. Tumblr post
8. Quora post
10. Linkedin Group
11. Facebook Group
12. Forum/Discussion Board post
16. Case study
20. Event-triggered email (marketing automation)
21. SMS messages
22. Remarketed display ad
23. Pre-roll video
24. Sponsored tweet
25. Sponsored pin
26. Paid Facebook post (dark social)
27. Sponsored Instagram
28. Paid Linkedin status update
29. Linkedin status update
30. Facebook post
32. Twitter card
33. Instagram photo post
34. Pinterest pin or board
35. Snapchat story
36. Photo gallery
37. Interactive quiz
39. UGC contest
40. Youtube video
41. Facebook video
42. Instagram video
43. Twitter video
44. Video podcast
45. Pre-roll video
46. Periscope live video broadcast
47. Google Hangout On-Air
48. Video infographic
Download the entire list, plus grab the interactive content atomization worksheet here, from Slideshare: