Content Atomization Making More Content From Less Through Smart Planning

Content Marketing World 2015 Jay Baer, Convince & Convert | Jani Byrne, IBM | Brad Walters, Lowe’s

Download slides at http://bit.ly/contentatomization

Atomization Worksheet

Who is your target audience? Describe who they are and what content they need from your organization.

In what funnel stage is your target audience? Awareness? Interest? Consideration? Purchase? Post-purchase (retention)?

What is your big idea? Describe this as the idea + benefit to your audience, not the execution. i.e. “An ongoing series of helpful tips that remind customers how to use our products in novel ways”

How does this fit? How does this idea synch with your over-arching business objectives?

How can you atomize this big idea? Remember the 8x1 principle. What 8 (or more) ways can you execute this big idea? Consult the atomization tactics list for help.

Content Atomization Making More Content From Less Through Smart Planning

Content Marketing World 2015 Jay Baer, Convince & Convert | Jani Byrne, IBM | Brad Walters, Lowe’s

48 Atomization Tactics

AUDIO Podcast Soundcloud file

BLOGGING Blog post on your blog Guest blog post LInkedin blog post Medium post Tumblr post Quora post Infographic

COMMUNITY Linkedin Group Facebook Group

LONG FORM eBook Whitepaper Slideshare presentation Case study Testimonial/interview Webinar

MESSAGING Email Event-triggered email (marketing automation) SMS messages

PAID Remarketed display ad Pre-roll video Sponsored tweet Sponsored pin Paid Facebook post (dark social) Sponsored Instagram Paid Linkedin status update

SOCIAL Linkedin status update Facebook post Twitter tweet Twitter card Instagram photo post Pinterest pin or board Snapchat story Photo gallery

USER-GENERATED CONTENT Interactive quiz Poll UGC contest

VIDEO Youtube video Facebook video Instagram video Twiter video Video podcast Pre-roll video Periscope live video broadcast Google Hangout On-Air Video infographic