Here, we’ll dive deeper into content atomization, why it matters, and where to begin. We’ll also share examples of content atomization to get you started. And we’ll explore how GatherContent’s content operations platform makes managing content atomization a breeze.
Content atomization is a content marketing strategy that involves breaking down a piece of content into smaller components. Todd Defren—founder and former CEO of SHIFT Communications—first introduced the term in 2008.
During the content atomization process, marketers create smaller, more focused pieces of content. These pieces may adopt new formats or target different platforms than the original asset.
Some examples of content atomization include:
When defining content atomization, comparing it to content repurposing can be helpful. While both strategies make content more valuable, how you use them varies.
Content repurposing involves taking an existing piece of content and adapting it for a new purpose or audience. For example, you might turn a case study into a Twitter thread or summarize a webinar on your blog.
Content atomization involves taking one theme from a larger piece and turning it into a whole new content asset. While the original asset serves as inspiration, the subject matter is different.
In today’s competitive digital landscape, marketers are turning to content atomization as a cost-effective way to generate brand awareness and enhance the audience experience. Here are four reasons to add content atomization to your marketing strategy.
In today’s competitive digital landscape, marketers are turning to content atomization as a cost-effective way to generate brand awareness, build authority, and enhance the audience experience.
Content atomization maximizes your content's impact. But it can be challenging to know where to start. Here are seven steps to add content atomization to your content marketing efforts.
Build content atomization into your content calendar. When developing a content strategy, outline your goals, key messaging, formats, and channels. What will resonate with your target audience?
When developing the core piece of content, consider the big ideas that excite your audience. For example, the wearable fitness brand, WHOOP, shares content around sleep, exercise, recovery, and mental health.
If content atomization is not part of your content roadmap, don’t panic. Instead, identify big-picture content assets in your library and look for opportunities to break them down further.
When creating long-form content—such as a white paper—consider content ideas you may want to explore in-depth but lack the space to do so. For example, WHOOP may create content assets around sleep hygiene, how sleep affects exercise, or the power of sleep and productivity.
When brainstorming smaller pieces of content, consider the best format for the subject matter. For example, a question posed by a guest on a podcast may be a good question prompt for an Instagram story. But an infographic or longer blog post may not be appropriate.
If it does not exist already, create the core content asset. Record any additional themes or topics you want to explore further as you develop them.
Create each smaller chunk of content. Marketers should optimize each piece for its intended channel.
Share your foundational piece and build upon it with smaller pieces. Ensure that the foundational asset and atomized content pieces link back to each other to encourage deeper engagement.
From creating infographics to Instagram posts, there are endless ways to atomize your content. It can be challenging to know where to begin. Here, we’ve rounded up three examples for inspiration.
Placer.ai is a location intelligence and analytics software. Their recent white paper— Entertainment Evolved: Exploring Movie Theaters, Casinos, and Eatertainment—explores the evolution of the entertainment industry and consumer preferences since 2019.
After publishing the asset, Placer.ai created a blog post called Movie Theaters Storylines for 2023. The article analyzes movie theater trends for 2023.
Why we like it:
Sandboxx creates tools and content to support active-duty service members and their families. The company recently posted a blog post titled The F-35 is Getting a $15 Billion Upgrade That’ll Make it A Whole New Beast.
After publishing the article, Sandboxx created a YouTube Short called The F-35 is the most Successful stealth aircraft in history.
Why we like it:
Deloitte is an audit, consulting, financial, and risk management firm. The company recently published a report titled Tech Trends 2023. One of the chapters explores AI and trust in the modern world.
On a recent episode of its podcast—called The Green Room—the team explores the potential and drawbacks of AI.
Why we like it:
Atomized content enables marketers to expand their reach, build authority, and better meet the needs of their target audience. But creating a content atomization strategy requires careful planning and collaboration. Here is where GatherContent can assist.
GatherContent is a content operations platform designed to scale your content marketing efforts. Our content calendar and workflow tools make developing a content atomization strategy easy. And with collaboration tools, you can ensure every stakeholder has the resources they need.
Start a free trial today to see how GatherContent enhances your marketing content creation strategy.
Here, we’ll dive deeper into content atomization, why it matters, and where to begin. We’ll also share examples of content atomization to get you started. And we’ll explore how GatherContent’s content operations platform makes managing content atomization a breeze.
Content atomization is a content marketing strategy that involves breaking down a piece of content into smaller components. Todd Defren—founder and former CEO of SHIFT Communications—first introduced the term in 2008.
During the content atomization process, marketers create smaller, more focused pieces of content. These pieces may adopt new formats or target different platforms than the original asset.
Some examples of content atomization include:
When defining content atomization, comparing it to content repurposing can be helpful. While both strategies make content more valuable, how you use them varies.
Content repurposing involves taking an existing piece of content and adapting it for a new purpose or audience. For example, you might turn a case study into a Twitter thread or summarize a webinar on your blog.
Content atomization involves taking one theme from a larger piece and turning it into a whole new content asset. While the original asset serves as inspiration, the subject matter is different.
In today’s competitive digital landscape, marketers are turning to content atomization as a cost-effective way to generate brand awareness and enhance the audience experience. Here are four reasons to add content atomization to your marketing strategy.
In today’s competitive digital landscape, marketers are turning to content atomization as a cost-effective way to generate brand awareness, build authority, and enhance the audience experience.
Content atomization maximizes your content's impact. But it can be challenging to know where to start. Here are seven steps to add content atomization to your content marketing efforts.
Build content atomization into your content calendar. When developing a content strategy, outline your goals, key messaging, formats, and channels. What will resonate with your target audience?
When developing the core piece of content, consider the big ideas that excite your audience. For example, the wearable fitness brand, WHOOP, shares content around sleep, exercise, recovery, and mental health.
If content atomization is not part of your content roadmap, don’t panic. Instead, identify big-picture content assets in your library and look for opportunities to break them down further.
When creating long-form content—such as a white paper—consider content ideas you may want to explore in-depth but lack the space to do so. For example, WHOOP may create content assets around sleep hygiene, how sleep affects exercise, or the power of sleep and productivity.
When brainstorming smaller pieces of content, consider the best format for the subject matter. For example, a question posed by a guest on a podcast may be a good question prompt for an Instagram story. But an infographic or longer blog post may not be appropriate.
If it does not exist already, create the core content asset. Record any additional themes or topics you want to explore further as you develop them.
Create each smaller chunk of content. Marketers should optimize each piece for its intended channel.
Share your foundational piece and build upon it with smaller pieces. Ensure that the foundational asset and atomized content pieces link back to each other to encourage deeper engagement.
From creating infographics to Instagram posts, there are endless ways to atomize your content. It can be challenging to know where to begin. Here, we’ve rounded up three examples for inspiration.
Placer.ai is a location intelligence and analytics software. Their recent white paper— Entertainment Evolved: Exploring Movie Theaters, Casinos, and Eatertainment—explores the evolution of the entertainment industry and consumer preferences since 2019.
After publishing the asset, Placer.ai created a blog post called Movie Theaters Storylines for 2023. The article analyzes movie theater trends for 2023.
Why we like it:
Sandboxx creates tools and content to support active-duty service members and their families. The company recently posted a blog post titled The F-35 is Getting a $15 Billion Upgrade That’ll Make it A Whole New Beast.
After publishing the article, Sandboxx created a YouTube Short called The F-35 is the most Successful stealth aircraft in history.
Why we like it:
Deloitte is an audit, consulting, financial, and risk management firm. The company recently published a report titled Tech Trends 2023. One of the chapters explores AI and trust in the modern world.
On a recent episode of its podcast—called The Green Room—the team explores the potential and drawbacks of AI.
Why we like it:
Atomized content enables marketers to expand their reach, build authority, and better meet the needs of their target audience. But creating a content atomization strategy requires careful planning and collaboration. Here is where GatherContent can assist.
GatherContent is a content operations platform designed to scale your content marketing efforts. Our content calendar and workflow tools make developing a content atomization strategy easy. And with collaboration tools, you can ensure every stakeholder has the resources they need.
Start a free trial today to see how GatherContent enhances your marketing content creation strategy.