New trend alert: Atomizing Content

It’s the new trend word on the block – but not necessarily a new concept all together. 

Content atomization (a term first coined by Todd Defen(Open Link in new window) from SHIFT Communications) is taking a strong content marketing platform or theme, and executing it in many, strategically sound ways. Said another way, it is when you take one huge piece of content and break it down into eight smaller pieces of content.

This process can help marketers achieve more with their video content, save time and money. For example, you could create one long-form video and then break it down into shorter clips that could be shared across social media platforms or used as part of an email campaign. 

By taking your big idea and spreading it in many, smaller ways, you envelop your audience with the concept. It feels like you’re “everywhere” and creates an attention multiplier effect. 

You can turn your video content into:

• Audio and upload it as a podcast
• A blog post through transcribing and a bit of editing
• Short-form videos for Snapchat, TikTok, Facebook stories, and Instagram Stories
• A carousel post highlighting key takeaways
• A teaser that directs viewers to the original video

The possibilities are endless when it comes to atomizing your video content, so start exploring the potential benefits today!