Content Atomization: Expanding the Lifespan of Your Marketing

With the time, effort, and budget dedicated to creating continual marketing materials, content atomization gained in popularity over recent years. The lifespan of content doesn’t end when you press publish on a blog post.

Instead, businesses often repurpose content in a variety of ways to cover additional platforms, post consistently, and tackle other angles on a topic. With this process, businesses make the most out of their time and effort.

What is Content Atomization?

Essentially, content atomization occurs when a company takes one piece of larger content, breaks it down, and divides its parts to create even more content.

For example, many businesses publish long-form blog posts. However, this process allows those businesses to work with three smaller blog posts, instead of one large one. The advantage to this strategy is that marketers walk away with more potential content for social media, email marketing, and more.

Beyond that, many businesses take a single topic and recycle it into different marketing channels. For instance, if a business publishes a blog post, they can then turn it into a video, podcast, social campaign, social media posts, multiple smaller blogs, gated content, graphics, and more.

Advantages of Content Atomization

There are a variety of reasons why content atomization can improve a business’ bottom line, ROI, search engine rankings, and audience awareness. Here are some of the most important ways that atomization of content is helping:

Move the Marketing Needle Further

For smaller marketing teams, content atomization makes the most of their effort. Doing a lot of research on one topic doesn’t have to mean generating a singular piece of content then moving on.

With atomization, marketing teams channel their research and writing into a full-fledged marketing campaign. This can build quite a buffer prior to returning to the research phase.

Build Authority with Search Engines

Search engines, such as Google and Bing, rank content in part based on its relevancy. When Google notices a website consistently posting about the same topic, the search engine begins to recognize said website as an authority figure on that particular subject.

Content atomization facilitates this process by building a wide array of concentrated pieces in a shorter period of time. In turn, businesses walk away with an enhanced authority score and a higher ranking across search engine results pages.

Easily Increase Marketing Output

When you can turn one piece of content into many, marketers easily increase how much content they’re able to consistently release. One blog turns into an infographic, smaller blog, checklist, social posts, and more without having to do significantly more work.

Also, content atomization helps companies to cover more platforms with your content by using one piece to spawn email campaigns, social posts, videos, and guest posts on relevant sites that can point back toward your own.

Launching a Content Atomization Strategy

Similar to other digital marketing tactics, content atomization mandates a thoughtful, long-term strategy. Done right, this tactic saves businesses hundreds of hours and thousands of dollars, freeing up their marketing and advertising bandwidth for other activities.

To launch your content atomization strategy, contact the digital marketing specialists at Rizzo Young Marketing LLC.