Content marketing is critical if marketers hope to drive traffic and revenue. We have been through many content creation struggles. We know that marketers are often stretched thin and need help maximising their content.
In this article, we’ll walk you through overcoming the obstacles we faced when we tried to create large batches of content tailored for many campaigns so that you can avoid the same pitfalls and achieve the same successes.
Divisible Content: The Big Secret in Content Creation
Content marketing is no small endeavour. But, if you’re a content marketer on a budget, creating good content with few resources can be challenging.
Good content marketing builds a loyal readership and supports your overall brand message. But creating consistent, quality work that tells a cohesive story across multiple channels can be time-consuming and difficult, especially when resources are limited.
It can be challenging to create a large number of high-quality content in the face of resource constraints. One solution is to adopt a divisible content strategy, creating content you can break down into multiple formats.
This strategy helps you to:
- Produce more content with less time and effort
Creating a single piece of content is time-intensive, but it’s possible to reduce labour by coordinating and repurposing assets with a divisible strategy.
- Produce a variety of content
Breaking down your content gives you multiple content ideas repurposed for different channels. For example, your long-form YouTube video can provide content for TikTok, Instagram Reels and YouTube Shorts.
- Target a variety of audiences
Your audiences may not all be in one place. This is why it is necessary to create unique content for these different platforms. Repurposed content addressed these groups individually, helping you build stronger connections and make a meaningful impact.
- Maintain a cohesive brand story
When you repurpose a single content piece, all content likely spun out will have the same message, voice and visual identity. So even though your content is repurposed for other platforms, it still conforms to your overall brand identity.
Here are four tips to help you repurpose your content and keep your social media accounts fresh at all times:
1. Create Cornerstone Content: The Holy Grail
Creating multiple pieces of content will require you to create content that thoroughly covers a particular topic. This content can be a long-form youtube video, a detailed blog post, a guide or an eBook. The more detailed this content is, the better you can break it into smaller pieces for other platforms.
Pro Tip: To coordinate the most efficient content creation, identify what your core content will be, as well as the broken down pieces, ahead of time.
2. Identify stories within that content.
Review what you have written and think about how your content might appeal to the various communities you wish to engage. As always, the richer the content, the better. Even topics that seem simplistic can be fleshed out or expanded upon in different ways to boost their quality and readability.
What kind of information will benefit your readers most? What subjects are most interesting? How can this information make their lives easier? How can you make it sound exciting and worth reading?
3. Simplify the message or break it down further.
A good marketing campaign focuses on a single, clear message. Content broken down should not be complex. If you can’t simplify, it means you need to further break it down into other pieces of content.
4. Pick a suitable format for each broken-down piece.
To make the most impact with your content, you need to deliver the right message at the right time. The format you choose matters. Social media platforms are don’t have a one size fits all format. Some platforms have specific types of content that work better than others. These are some things to consider when picking the suitable format:
- The Channel: For example, visuals are ideal for Instagram, thought-leadership articles are great for LinkedIn, helpful tips in short videos work great on TikTok.
- Available Resources: Are you capable of producing your content on your own, do you need to rent camera gear, or would you need to outsource a freelancer or creative agency?
- Type of Content: Some stories are best told through particular formats. For example, if you want to share data-heavy content, you need to use infographics, charts, graphs, or motion graphics.
So there you have it! Divisible content is a simple and effective way of organising your content, allowing you to create better content with less effort. Do you have trouble putting together a content strategy? Send us a message, we’d be happy to help!