Every marketer worth their salt know the place of content marketing.
A CMI research from 2018 shows that 72% of marketers believe content marketing increases their engagement. About 3 out of 4 marketers also believe that content marketing is a great way to generate new leads for them.
That said, though, it is shocking to see that 65% find it almost difficult to create a piece of engaging content.
For content to work, there must be an element of engagement in it. So that you can always get the needed engagement while never getting burnt out in the process, divisible content must be subscribed to.
What is Divisible Content?
Let’s say you have a pack of candy. You open up this pack and share the contents with tens of kids.
By doing so, you have divided what was one single pack between a variety of kids – and they are all now happy. That is the best way to explain what divisible content is.
Your divisible content is that cornerstone piece from which you can generate other kinds of content. Also known as derivative content, divisible content aims to allow you to gain other pieces to use for your content calendar.
Why Should You Care?
We do not need to convince you that content marketing can be tasking and time-consuming. Effective ones, that is.
As you read this piece, you probably have a ton of articles and blog posts to develop for your brand. On top of that, you will still be required to come up with posts to go out on all social media channels under your belt.
That, and we have not mentioned possible sales copies, landing page content, and more.
We could go on, but you get the message already. Content marketing is as huge as it can be.When you have to create such unique content on a regular, though, it is not uncommon to get burnt out. We understand this, but will your audience understand that? After all, the market can be very unforgiving of a drop in the quality and standard that you have treated them to.
This is where divisible content comes into the mix.
You can now take that piece of blog you created and generate content for other channels from it.
Here at iResearch , we are mastering (and re-mastering) the art of maximizing the juice that we can get from every piece of thought leadership/ research that we have put out. From such pieces, we can create infographics, send out emails to our prospects, and leads in different industries while also generating an eBook to attract more leads. From the said infographic, we can also tackle different sections to create a series of blog posts.
All of these will be done while retaining the originality of thoughts and content – and making sure to communicate value at all times.
What that does is reduce the pressure on our content team to always come up with something new.
Rather, we spin something fresh out of the existing content while waiting on the dividends that new research processes will pay. That way, we can also ensure our thought leadership is never rushed – and we can keep the audience gainfully engaged in the meantime.
Speaking of engagement, divisible content also makes it possible to leverage what your audience wants to see better. For example, you published a multi-industry research piece that gained a lot of traction. You can take the insights from this piece to create different content for individual industries. That, and we have not talked about how it saves you money in the long run. You can now divert all that money supposed to go into new grassroots research to other parts of your marketing processes.
Now let’s dive into how we create top-class divisible content for our audience at every time.
Creating Divisible Content
With divisible content, you can finally bring agility into your content marketing processes.
That allows you to prepare your firm and products for the future too. Now, you can always meet prospects and consumers at the point of their immediate needs faster than any other provider can manage.
This will not happen on its own, though. That is why you need to take the following steps.
1 Set Up Base
To get more content from existing content, you need to know what your existing content is.
Sweep through your website for an in-depth audit of all the articles and posts that you have on there. You will be better off making this list with a package like Google Sheets so that you can easily share the file with collaborators.
If it is much trouble, this is a task that you can shell out to a virtual assistant, or an in-house content intern/ personal assistant. Make it such that your spreadsheet details what kind of content it is.
This could be anything from infographic, webinar, blog post, and video content to podcasts. Indicate when the content went live, and its time-sensitive status too (evergreen or trend-specific).
2 Identify a Message
You cannot just go into the base you have set up above to start developing all the kinds of content that come to your mind.
Every content marketing strategy and campaign has a goal. Whether you want to promote a product, push a thought, or set the grounds for a reveal, there is always something guiding your content strategy.
Thus, know what you want to pass across to the audience. This will even give you a better feel of what kind of bulky content to divide. Lest you waste your energy on something that your audience does not want to see or have already moved past.
3 Extract Relevant Data
Data, not just gut feeling, is what makes us unique in our content marketing, research, and other ventures.
From the list above, identify the sections that need touching upon. Some content might be covered in whitepapers but not have supporting blog posts to properly convey important bits of such content to the audience.
Likewise, you could have social media engagements/ polls that were not repurposed into a full-blown content.
This spreadsheet information also tells you about which content is weak and which is stronger. You can take the strong content to create more beautiful pieces for your audience.
4 Build a Team
No matter how great you are with content, this is not the time to do everything by yourself.
If you have been following, you will know that there are a lot of aspects to funnel your divided content into. You can choose to create videos, organize a webinar, launch a podcast series, design infographics, and more.
From the above alone, you will need a quality videographer and director. You will also have to add a podcast producer and scriptwriter to your team. Design experts will not be left behind when it comes to getting those infographics that catch the eye.
When you try to do all at once, you might miss the very goal of having divisible content. After all, you have now taken on more than you had on your plate before.
5 Deploy Content
Some testing will be required to determine which channels work best for what kinds of content. Social media, for example, could do better with infographics shared from time to time.
B2B social media marketplaces like LinkedIn even allows the sharing of slides and PDF files. You can generate shorter copies for platforms like Facebook, Medium, and LinkedIn that contain a microblog within them. Your YouTube channel will host your videos. Don’t forget that snippets can be added to your social media feeds too.
As you are doing so, note where each type of content seems to work best. Note what your audience on each platform is interacting better with as you work towards making more of such available for them.
In time, you will be able to use the same content to appeal to different kinds of people on different platforms.
6 Start Dividing Now
The saying 'divided we fall' holds, but not in this case. This division might be the beginning of unprecedented success for your content marketing campaign.
Only if you get into it and execute the right way, that is.
Now that you know what to do, the best time to start is now. Should you need more help, please feel free to reach out to us. One of our in-house content experts will be with you in a moment to attend to your unique needs.
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