Content Atomization: Working Smarter!

For all you folks out there creating content, this post is for you.

Today I’m talking about how to get more attention by using a technique called Content Atomization. I can’t take credit for coining this term as it’s been used widely by other online marketers. However, if the concept is new to you, content atomization refers to taking one piece of content and repurposing it so you can use it on various online marketing platforms.

I’m using today’s video (below) as an example. This video launched on YouTube. Next, it will go on Facebook. I’ve also made this blog post based on the video’s content. Next, I’ll give the content a re-write for a LinkedIn and a Google Plus post. There are probably a few bits and bites that I can use as Tweets and with an appropriate photo, I can put a link to this blog post or to the video directly on Pinterest.

Content atomization puts your content to work for you. Working smarter means repurposing and distributing your content as extensively as you can. In today’s fractured online marketplace, your audience is going to be on multiple platforms. By atomizing your content, you have a greater chance of reaching your audience. You’ve worked very hard to create good content. It would be shame if it was’t noticed.

Atomizing your content isn’t a difficult concept to understand. Implementation is the hardest part. That being said, if you’re going to create content, it’s worth the time to atomize.

A couple of tips on how to start.

• Start With Video Content – You can break up a video into multiple components to use on different platforms. This video is going to be on YouTube and Facebook. You can break the audio out by itself and use it for a podcast on iTunes or SoundCloud. You can’t do that with a blog.
• Use a Transcription Service – You’ll note the video below has captions. I used the video captioning service provided by Rev.com. I don’t have any stake in recommending them, but they’re the company I used for this video. The cost to caption a video is $1 US / minute. For four dollars, I was able to get a transcription of my audio, which I used as the base of this blog post and will be used as the starting point for other written posts.
• Cross Reference Your Content – Today’s video will also be posted on Facebook, and there will also be a link to this blog post. I’ll also cross-link from YouTube to the blog, Facebook, LinkedIn and other places in the video description.

The video below is the basis of my content marketing for the week. Essentially, you’ll see variations of the content on this video on our other social media channels. If that sounds repetitive to you, well, in my opinion, it’s not. Your Facebook followers aren’t necessarily following you on LinkedIn AND Twitter AND Google Plus. You’re reaching different segments of your audience with each online marketing platform you use. It might seem repetitive to you, but it won’t seem that way to many other people.