There’s a centralized theme at play in the ongoing transformation of digital marketing and the brands exploring it: intelligence. Technology is getting smarter. Marketers are getting smarter. And the consumers constantly sought after for attention are adapting at ever-increasing rates.
Big brands may have controlled the message with traditional advertising 25 years ago, but that ownership has since shifted. As audiences have been granted the power of choice and distribution channels oversaturated with it, content marketing has proven itself to be the solution. That is if marketers devote the proper amount of time to set up their own programs for success.
When time is of the essence and audiences face more distractions than ever, how do you start a content marketing program that drives results? And more importantly, do so in a way that’s both driven by quality and efficiency? The answer: combine atomization with artificial intelligence.
The Emphasis on Quality Over Quantity
In 2017, the average blogger spent 39 percent more time creating a blog post than in 2014. Not only are more marketers putting forth an effort to create content on behalf of their brands, but they’re spending more time doing so per individual asset. This recent quest for quality is no mistake.
Understanding why is a fairly simple equation. More content competition plus—roughly—the same number of eyeballs over a finite number of heavily trafficked distribution channels. Work through the data and you’re ultimately looking at a decrease in potential viewers across the board.
Running a successful content marketing program is no longer a numbers game; one propelled by a strict posting schedule and an endless push across all channels. Instead, it’s about focus. In order to reap customer engagement from the time and money spent, marketers have had to balance their content creation goals around the needs and behaviors of their customers.
Why should you repurpose content?
We’ve probably all sat in on a content editorial meeting purely run on guesses and assumptions. The team will gather around a table, jot notes on the whiteboard and try to come up with the best possible headlines for a month’s worth of “brand new” content. The problem here is that more often than not, the topics are simply repurposings themselves of third-party articles or completely unrelated to anything a brand’s audience is truly interested in anyways.
The concept of content atomization aims to alleviate some of the pressure from having to recreate the wheel in every brainstorm. It puts your best resources to continued use and leaves space for your creators to truly expand upon and refine efforts already in motion.
Easier on Time
Regardless of whether you’re working with a content team of one or 20, there is only so much time in a day. Consider that this time in the workplace is also devoted to regular meetings and frequent interruptions that can take an average of 25 minutes to get back on track from, and you’re looking at even less time than you budgeted. This is further compounded by the plethora of tasks content marketers might be trying to manage outside of creation alone (i.e. research, gathering metrics, planning, editing and distribution).
Repurposing content through atomization allows your team to save time without sacrificing quality. In fact, you may find that a repurposed piece can perform just as well, or better, than the original that took five times longer to create.
Better on Budget
If you’re not a big brand driven by large marketing campaigns and an unlimited ad budget, you literally can’t afford not to be strategic in your approach to content. This means focusing efforts on assets that are showing return and using spending that is available to further amplify reach through other formats. The worst possible thing you could do is push content for the sake of doing it, especially when those ad campaigns keep resulting in lackluster engagements.
Expand Your Audience
Not everyone absorbs information in the same way. Some prefer long-form articles, while others veer toward 30-second videos. By reinterpreting high-performing content from your brand’s archives into new pieces that can stand on their own, you leave more room for potential customers to interact with something they missed the first time.
Benefit Your SEO
Thanks to the release of RankBrain, strengthening your SEO as a brand has become less about keyword stuffing and more about developing content viewers actually want to engage with. Keywords may still influence the topics you target based on audience interest, though. However, what will truly impact your SEO positively is how well a piece of content fulfills your audience’s needs.
Note that atomization should not fall under the same umbrella as cannibalization, which can have negative effects on SEO. The point of atomization is to repurpose, not duplicate. This means that you take an original piece and dig deeper into one aspect of it to create something new.
Why should you consider AI integrations?
Whereas atomization focuses on the process of creation, artificial intelligence has the ability to automate tasks throughout every stage of your content marketing program altogether. It becomes less of a tool and more an actual arm keeping wheels in motion across the team.
AI takes the guesswork out of planning your content. Regardless of the format that content is being packaged into, there are AI tools on the market with the capability to analyze customer engagement and provide relevant recommendations. Your team is then allowed to focus on applying those takeaways, rather than sifting through data on a mission to find meaning.
Cater to Personalization
From their feeds to inboxes, customers expect a content experience that feels all their own. And this is ultimately achieved through surfacing highly relevant content based on audience behaviors. AI has the ability to learn from what customers engage with when it comes to your brand’s content, as well as their actions elsewhere. This allows your team to create experiences that are better tailored to audience interests at a whole new level.
Make Better Informed Predictions
Activating a successful content marketing program is about remaining conscious of timeliness. Sometimes you only have a short window to work to generate meaningful engagements with your audience. This is where AI’s ability to stay ahead of the conversation and predict future trends before they happen is especially powerful.
Content Atomization and Artificial Intelligence Create the Ultimate Content Marketing Program
Content atomization and artificial intelligence are the building blocks to strategy. They help to steer content marketing programs with purpose, rather than just a shot in the dark.
AI can help your team identify high performing pieces of content. Through atomization, you create additional pieces for distribution. AI helps you predict and create the best possible headlines to circulate across channels for engagement. The metrics pour in and the cycle continues, with each function contributing to and feeding off of the next—working in unison as a perfect pair.