The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


Content Atomization: Working Smarter!

Mark Kawabe - Monday, January 15, 2018

Content Atomization For The Win!For all you folks out there creating content, this post is for you.

Today I'm talking about how to get more attention by using a technique called Content Atomization. I can't take credit for coining this term as it's been used widely by other online marketers. However, if the concept is new to you, content atomization refers to taking one piece of content and repurposing it so you can use it on various online marketing platforms.

I'm using today's video (below) as an example. This video launched on YouTube. Next, it will go on Facebook. I've also made this blog post based on the video's content. Next, I'll give the content a re-write for a LinkedIn and a Google Plus post. There are probably a few bits and bites that I can use as Tweets and with an appropriate photo, I can put a link to this blog post or to the video directly on Pinterest.

Content atomization puts your content to work for you. Working smarter means repurposing and distributing your content as extensively as you can. In today's fractured online marketplace, your audience is going to be on multiple platforms. By atomizing your content, you have a greater chance of reaching your audience. You've worked very hard to create good content. It would be shame if it was't noticed.

Atomizing your content isn't a difficult concept to understand. Implementation is the hardest part. That being said, if you're going to create content, it's worth the time to atomize.

A couple of tips on how to start.

  • Start With Video Content - You can break up a video into multiple components to use on different platforms. This video is going to be on YouTube and Facebook. You can break the audio out by itself and use it for a podcast on iTunes or SoundCloud. You can't do that with a blog.
  • Use a Transcription Service - You'll note the video below has captions. I used the video captioning service provided by Rev.com. I don't have any stake in recommending them, but they're the company I used for this video. The cost to caption a video is $1 US / minute. For four dollars, I was able to get a transcription of my audio, which I used as the base of this blog post and will be used as the starting point for other written posts.
  • Cross Reference Your Content - Today's video will also be posted on Facebook, and there will also be a link to this blog post. I'll also cross-link from YouTube to the blog, Facebook, LinkedIn and other places in the video description.

The video below is the basis of my content marketing for the week. Essentially, you'll see variations of the content on this video on our other social media channels. If that sounds repetitive to you, well, in my opinion, it's not. Your Facebook followers aren't necessarily following you on LinkedIn AND Twitter AND Google Plus. You're reaching different segments of your audience with each online marketing platform you use. It might seem repetitive to you, but it won't seem that way to many other people.

If you have any questions on how you can make content atomization work for you, please let me know. Like, comment, share and subscribe!

A Month of Online Marketing Tips

Mark Kawabe - Friday, January 12, 2018

Happy 2018!

Yes, I know, we're almost half way through the month, but I'd still like to wish you a happy, healthy, safe and prosperous 2018!

In my social media streams, I've been posting tips to help make it easier for you to create, distribute and distribute your content online, and measure how you content is being consumed. This blog post is really a synopsis of our social media posts to date for the past couple of weeks.

Why am I doing this? A few reasons.

  1. It's possible you you may not be following any of our social media streams.
  2. Even if you're following, you may not have read anything.
  3. This blog article plays into the theme of today's social media postings.

So, there you have it. Without further ado, here are our tips for the month - so far. I hope you enjoy! If you did, please feel free to comment, like or share!

  • Did you know: for videos, a "view" on YouTube means the video played 30 seconds or longer. A video on AUTOPLAY on Facebook for 3 seconds is counted as a "view". Video view counts are often higher on FB than YouTube. Go figure. Dig deeper to measure engagement.
  • Video views on FB tend to peak within 24~72 hours as the video disappears from newsfeeds unless it's viral content. On YouTube you have more potential for long-term views (i.e. years). Both YT and FB videos are indexed by search engines, but YT videos seem to rank better IMO.
  • Whether you blog, vlog, send bulk email, or do any other form of online marketing, do it regularly. Create content your audience will like and then get it out there. Your online marketing activities should be as regular and necessary as breathing.
  • Weekends are a time to relax, recharge, and . . . WTF! Entrepreneurs are supposed to be living their passion and changing the world! Go forth and rock your online marketing today! BTW, you know you can schedule your posts, so it looks like you're online, right? ;)
  • A challenge of automating online marketing is the potential to develop a "set it and forget it" mindset. Inattention can lead to missed opportunities to respond and engage, defeating the purpose of your marketing. Engagement leads to results, and you can't automate that :)
  • How's that body of work coming along? With an archive of content, you can cross-reference your previous work. Mention it in your videos. Link back to it in your blog. Your "old" content is still new to millions of people. Long-tail content FTW!
  • If people don't miss your content, you have a problem. A VALUE problem. When your audience sees your content as valuable, they will miss it. Whatever your post frequency, provide VALUE.
  • Upping the frequency of your online marketing activity will never make up for weak content. If you're going to blog / vlog / pin / tweet / post every day, or many times a day, you'd better be delivering content your target audience finds valuable.
  • A helpful content development tip from my friend Carrie. When looking for topics of interest to your target audience, do some R&D. Research & Development? No. Rob and Duplicate ;) Unique topics are hard to find. YOUR perspective & added value is what your audience wants.
  • Work smarter, not harder. Find ways to atomize your content. One piece of content can be used on multiple platforms and spawn multiple "sound bites". Video gives you the most opportunities, but even a blog post can give you two or three solid bits for tweets and follow up posts.
What do you think? Did you learn something new? Did you like what you read? Is it all old hat? Do you have any questions? Please leave a comment and let me know!