When looking at the library of content created by your brand, what do you see? Maybe it’s a large catalog of long-form articles, with each one driving more traffic than the last. On the other hand, it could be a short list of 500-word blog posts that are more filler than necessity.
Whatever the case may be, if you’re taking stock of what’s currently available to your team, it can be somewhat daunting to decide which pieces to atomize. You may be tempted to repurpose everything you have for the sake of getting the ball rolling. As with any content marketing initiative, however, it’s important to remain strategic with both your approach and execution.
Dig Into the Data
Data is a hot topic right now for a reason. It’s everywhere and with advancements in technology, not only are we now able to better track data points, we’re able to transform them into actionable insights through artificial intelligence, as well. This is where your atomization decision process should begin.
Chances are, you’re already using content performance metrics to help guide editorial meetings and other parts of the content creation process. But if not, now’s the time to take a look behind the scenes at how your content stacks up against each other. From page views to bounce rate and every engagement metric in between, focus on your top performers to create a short list of potential atomization candidates.
Look to Your Audience
After all, these are the people expected to consume the content you create, right? So, it only makes sense that you would devote resources to generating materials of interest to your brand’s audience. This is also the case when it comes to atomization.
Take a look at your top performers and try to zero in on the elements that make them so appealing to your particular audience. Dive in deeper and do a bit of competitive and keyword research. Based on what already exists online and the strengths of your current content, you can begin to extract and atomize pieces that will best address needs that have yet to be met across your audience base.
Consider the Number of Ways to Repurpose
It only makes sense to focus—from an atomization standpoint—on the content that’s going to give you the most bang for your buck, so to speak. One way to determine that is by separating different points of interest from a single piece of content for repurposing. For example, maybe one long-form article could be expanded into a more in-depth eBook and broken out into a series of detailed videos.
Take the time to consider the creative. Use it as a way to help justify and shape which content will make the most sense to spend time atomizing.
Evergreen vs. Timely
The ability of your content to stand the test of time should also be a contributing factor in the atomization process. When possible, you want to repurpose materials that will be applicable to audiences in the long-term and require little to no editing on behalf of your brand in the future. This is why giving emphasis to evergreen content is usually the better investment across the board when it comes to creation, distribution, etc.
Still need help zeroing in on content worth atomizing? Let the PowerPost team be your guide — contact us today for a free content consultation!