Content Marketing


Atomizing Your Content Strategy

When it comes to Content Marketing, almost every player in this market seems to have figured it all out. People sell you ready-made content marketing packages and try to impress you with their strong-upholding on market tools and data-driven research which has a two-fold impact on you. On the one hand, you think it might work on your brand successfully and bring it to the fore or on the other side; you might think its inconsequential for you at the present.

Content Strategy is what drives content marketing. People talk about brand awareness and how to engage your key audiences and use various means such as thought leadership, lead generation and brand management. Somewhere what brands forget to emphasise on, is rather than bringing your product or services multiple times through the customer’s lens, one needs to bring it to them once through the simplest medium. Todd Defren coined the term, “Content Atomization” which means, deconstructing your content-marketing idea – usually considered as a brick of sorts – into a series of small feathers. The idea is to give you more juice for the squeeze and in the process, allow for greater seeping in of the visualisation. Bricks are hefty and require more production time while Feathers are ephemeral and easier to create. They are noticeable but do not bring in the strong positioning of persuasion into the picture. Atomisation helps the brick premise to live and breathe through multiple facets and forms (like social media or publications).

The typical ratio advised for atomization is one-to-eight, which means that you should try to repackage and repurpose each brick into at least eight feathers.

When it comes to different content verticals, we find case studies, blogs, infographics, white-papers, eBooks, web content and social media posts amongst the most sought. Development of the verticals and their tactical positioning as a content strategy at the right time becomes a headache and is straining on available resources. Atomisation to a strong extent helps ease that burden and makes things easier for both the customer as well as the providers. Larger tactics like case studies, white papers, eBooks and other such verticals are deconstructed and are leveraged through more sustainable and consumable tactics in the form of elements like social media posts, infographics and blogs. To explain it in simpler terms, building a detailed white paper from a series of blog posts, creating a blog out of multiple social media updates or creating an e-Book through mini-white papers. At the contemporaneous time, the robustness and efficiency with which you execute your content strategy is what decided the consumption of your content. One can build from the bottom-up or cascade content down.

Now, what if you reverse this entire process and instead of splitting a big idea into smaller executions, you take a large bunch of feathers and roll them up into a brick?
Take the example of ManageFliitter which is a twitter optimisation software which used reverse atomisation to chalk out a brilliant strategy. They created multiple feathers through conceptualities like;
- Posting Social Media graphics through their account, while engaging audiences with the promotion of the show and that particular week’s special guest;
- Conducting Facebook Live Chats with guest after the conclusion of each chat which amplifies the episode and provides for a cross-channel boost;
- Posting of a comprehensive recap blog post that is posted after an approximate of 72 hours which includes a comprehensive list of all questions that are asked by the guest along with getting the best answers from the community.

All these weathers went on to create a Brick, which weighed on over 52 weekly twitter chats with good content, along with over hundreds of accompanying diversified feathers that helped the company successfully reverse-atomise the content into a downloadable PDF brick that they called ‘Back to the Future’. It is imperative at this stage that companies invest in good content and even better content marketing techniques. A content-strategy facilitated by the eight-to-one or one-to-eight aspect is something that companies would do good with.