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Content Atomisation: what it is and why it matters

Posted by: David Clare on 23 March 2016

Note to reader: Yes, we are going with the phrase ‘content atomisation’ and all its variants. Yes, we are well aware this is a marketing guff-word. But if we as an industry can’t make up words to describe processes then what’s the point?!

Content atomisation is the process of sharing an idea, campaign or concept across the various marketing channels that are available to us today. It allows marketing to make the most of their message and to reach all of their audiences, on the channels that matter most to them.

Content Atomisation

Take a blog post as a simple example. When you write a blog and hit publish, you likely share it on Twitter and perhaps a few other channels; maybe even emailing certain clients or customers, who may find it interesting. This is content atomisation at a small scale. Well done. You’re already half way there!

The diagram above is a slide we use quite often here at Fox. It allows us to visualise, for our clients, exactly how we approach content.  At the core of everything we do is central content. This is our messaging, our campaign theme. It must shine through all content, no matter where we post.

Atomisation works only when you keep to the theme. Irrelevancy is not in your interest, nor is it in your client’s interest (and if your content appears to garner no reaction, then you may want to visit the original core content and check whether it’s the right fit for your audience in the first place).

So why atomise content? Well, firstly, there is so much content flying around the internet that once you post something to a channel, no matter what the channel is, it is likely to be lost in a sea of new content almost immediately. Algorithms may work in your favour, but bear in mind that for every 1 post that appears on a Facebook wall, there are 1,500 competing for the same slot.

Atomisation also allows for you to reach your audience on different channels. As we discussed in our blog post on the importance of context, no audience is collectively the same. There are niches within the group of people you are aiming your content at, and different media, channels and tone are required to reach them all. Atomisation means your content can be text, a video, mp3 and so on. It can be posted to different channels and be formal when needs be, or chatty when it suits the audience to be that way.

As you’ll see, this is all linked. Content was king, but now context is. Context means you need to reach an audience in a variety of places through a variety of different means. Atomisation allows you do this, through different forms of content that are rooted in the central core theme. It is a cycle; one that improves your marketing, increases awareness and generates real results for brands.

Do you have questions about content atomisation? Get in touch!

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