Blog content

How to Implement a Fragmented Content Strategy

Content makes the world of marketing go round. No matter what your overall marketing strategy looks like, content is the powerhouse. You can’t go anywhere without it. The biggest problem is that content can be expensive to create. We operate in a business world where thousands of pieces of content are created every second. Trying to keep up can seem like an expensive and futile exercise.

The key to successful digital marketing in the age of saturated online channels is extracting maximum value from your content. If the traditional approach is built around “one-time use” content, you need to shift gears and opt for a multi-use approach that allows you to leverage the same content over and over again. One way to do this is to develop an “exploded” content strategy.

What is a fragmented content strategy?

The best way to understand the fragmented approach to content creation is through an analogy. In the analogy, you start with a central topic related to your brand and your readers. This subject is represented in the form of a tree. Then, when you want to get more value out of the tree, you cut it into big logs. These logs represent subtopics of larger topics. These logs can then be divided and broken down into even smaller niches. (And this process of burst the original topic in smaller/different micro-content pieces can continue indefinitely.)

Bursting of content should not be confused with content repost Where reproduction. The mission is not so much to reuse the same content as to extract more value from the original content by finding new uses, applications, angles and related topics. Not only does this approach help you maximize your return on investment, but it also creates a tightly correlated and highly consistent web of content that makes search engines and readers happy.

What You’ll Need for a Fragmented Content Strategy

To start creating chunked content, you’ll need a few things:

  • Keyword research. The process always starts with keyword research. First, you need to do detailed SEO research to focus on keywords that specifically resonate with your target audience. This fuels your topic selection and actual content creation. (You can think of keyword research as coming up with a blueprint. Just like you can’t build a house without blueprints, you can’t implement a piecemeal content strategy without keyword research.)
  • General theme. Armed with the right keywords, you can begin the process of choosing a broad topic. A general topic is a very basic general topic that addresses a specific target audience.
  • Content Writers. You will need a team of people to actually create the content. While it’s possible to do this on your own, ideally you want to hire content writers to do the heavy lifting on your behalf. This allows you to focus on the overall strategy.
  • Consistency. A splintered content strategy requires consistency. Yes, there are ways to automate and streamline, but you need to make sure you’re producing content consistently (and that the content is tightly correlated).

A good bursting content strategy takes time to develop. So, in addition to everything mentioned above, you will also need patience and resilience. See what works and don’t be afraid to iterate. And remember one thing: you can still split a piece of content into multiple pieces.

How to Plan and Execute a Fragmented Content Strategy

Now that we’re clear on fragmented content and some of the different resources you’ll need to succeed, let’s dig into the real How? ‘Or’ What looking at an illustration of how it might play out. (Note: This is not a complete breakdown. These are just a few ideas you can use. Feel free to add, subtract, or modify to meet your own strategic needs.)

Typically, a chunked content strategy starts with a pillar blog post. This is a comprehensive and meaty resource on an important topic that is relevant to your target audience. For example, a financial advisor might write a pillar blog post on “How to Sell Your Home.” This article would be several thousand words long and include various subheadings that discuss specific elements of selling a home.

The most important thing to remember with a pillar post is that you don’t want to go on the mic with the subject. You definitely want to get a mic with the targeting – meaning you’re writing to a very specific audience – but not with the topic. Of course, you can still zoom into the blog post, and with the glares it produces, but it’s much harder to zoom out.

  • Turn the blog post into a podcast series

Once you have your content pillar in place, the shattering begins. One option is to turn the blog post into a series of podcast episodes. Each episode can touch one of the subtitles.

If these are the blog post’s captions, they would look like this:

  • How to prepare to sell > Episode 1
  • How to find a real estate agent > Episode 2
  • How to declutter and stage your property > Episode 3
  • How to value your property > Episode 4
  • How to choose the right offer > Episode 5
  • How to Negotiate Repair Claims > Episode 6
  • How to prepare for closing day > Episode 7
  • How to move > Episode 8

Depending on the length of your pillar content, you may need to beef up some sections of the original post to create enough content for a 20-30 minute episode, but you’ll at least have a solid outline of what you want. cover.

  • Turn podcasts into YouTube videos

Here is a very easy way to multiply your content via splitting. Simply take the audio from each podcast and turn it into a YouTube video with graphic overlays and video footage. (Or, if you think ahead, you can record a video of you recording the podcast – à la “Joe Rogan”.)

  • Turn YouTube videos into social clips

Cut your 20-minute YouTube video into four or five different three-minute social media clips and sound bites. These create really sticky content that can be shared and distributed very quickly.

  • Turn every podcast into long-form social posts

Take every podcast episode you’ve recorded and turn them into their own long-form social posts. Of course, some of this content will cover information already hashed out in the original pillar post, but that’s okay. As long as you don’t duplicate content verbatim, there is no problem if there is overlap.

  • Turn long social posts into tweets

Your long social posts can then be turned into a dozen or more individual short tweets. Find the best phrases, the most shocking statements and the most powerful statistics from these messages and schedule a series of automated messages to be published over a few weeks. (You can automate this process using a tool like Hootsuite or Buffer.)

  • Turn content into an email campaign

Finally, take your best content and turn it into a series of emails to your list. You might even be able to set up a series of autoresponders that slowly trickle down to people with a specific call to action.

Using the example in this article, a realtor can send out a series of 10 emails over 30 days with a call to action to get a free valuation of the listing.

Take your content strategy to the next level with a chunked content strategy

There isn’t necessarily one right way to implement a fragmented content strategy. But, like everything in marketing, there’s plenty of room for creativity.

Conclusion

Use the parts of this article that resonate with you and adapt the rest to match your vision for your content. Just remember the main goal of this whole approach: content maximization.

The goal is to get the most out of your content. And you do this by turning every piece of content you create into at least one other piece of content. If you do it effectively, you will succeed.

Image credit: by Kampus Production; pexels; Thanks!

Timothy Carter

Revenue Director

Timothy Carter is the Chief Revenue Officer of the Seattle-based digital marketing agency SEO.co, DEV.co & PPC.co. He has spent over 20 years in the world of SEO and digital marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive website and team growth. of sale. When he’s not working, Tim enjoys playing a few rounds of disc golf, running and spending time with his wife and family on the beach – preferably in Hawaii with a cup of Kona coffee. Follow him on Twitter @TimothyCarter