Divisible content is a marketing technique that involves creating a larger piece of content and then breaking it down into smaller, more consumable pieces that can be repurposed and distributed across different channels. For example, a blog post can be turned into a series of tweets, a video, an infographic, and an email newsletter.
Divisible content is a powerful way to maximise the impact of your content marketing efforts. It allows you to reach a wider audience by sharing content on different platforms, catering to the preferences of your audience. Not only that, it helps to reinforce your brand messaging across multiple channels in order to keep your brand front-of-mind with your target audience. And, on top of all that, it's a time and stress saver: if you create content with divisibility in mind, it means you'll never be stuck for content ideas again, and you'll be able to benefit from a 'create once, share many times' approach.
Let's assume that you have created a blog post on "10 tips for creating a successful social media campaign." Here is how you can break it down into smaller pieces of divisible content:
1. Social media posts. Take each of the ten tips and create a separate social media post for each one. Use engaging visuals, quotes, or statistics to make them stand out on platforms such as Twitter, Instagram, and LinkedIn.
2. Infographics. Use the data and statistics from the blog post to create an infographic that summarises the key points. Share the infographic on your website and social media channels.
3. Video. Create a two minute long video that highlights the main points of the blog post. Share the video on YouTube and your social media channels
4. Video Shorts. Cut your two minute video into 10 short teasers, one for each of the the main points, lasting about 15 seconds each and post to your social media feeds.
5. Podcast. Take the points from your blog turn it into a podcast episode where you can discuss each of the ten tips in more detail. You could even invite a guest on to talk about them with you. Share the podcast on platforms like Spotify, Apple Podcasts, and Google Podcasts.
6. Email newsletter. Use the blog post as content for your email newsletter. Include a summary of the tips and provide a link to the blog post.
7. Now, take the content and make it into a downloadable PDF e-book and share it as 'gated content' on your website that people can access in exchange for their email address.
Done like this, you will have created a whopping 26 pieces of content: a blog, ten initial social posts, an infographic, one video and ten video shorts, a podcast, an email newsletter and an e-book - whereas you might otherwise have just had the blog.
We create divisible content for clients of our content marketing service, more here.
When creating content, always try to think about divisibility - how can that blog, article, or whitepaper be sub-divided into lots of different of smaller articles of content that mean you can really 'sweat it' and make it go further?
If you plan for it, it's much easier to then spin-out the separate pieces of content than it is to try and unpick your original blog or report to try and find elements you can extract and turn into something else.
Divisible content creation is great for small teams with limited resources.
There are many benefits of creating and distributing divisible content, here are our top 5:
1. Increased reach. Divisible content allows you to share your content on multiple platforms and reach a wider audience. By breaking down a larger piece of content into smaller pieces, you can tailor it to the specific platform and audience, making it more likely to be shared and engage with.
2. Better engagement. Divisible content can help you better engage with your audience by providing them with different formats and styles of content. Some people may prefer to read a blog post, while others may prefer to watch a video or listen to a podcast. By providing a variety of formats, you can cater to your audience's preferences and keep them engaged with your brand.
3. Repurposing content. Divisible content allows you to repurpose your content and extend its lifespan. By creating different formats of content from a single piece, you can use the same content in different ways and reach new audiences.
4. Consistent branding. By using divisible content, you can reinforce your brand messaging across multiple channels. This can help to establish your brand's voice and identity and make it more memorable for your audience.
5. Increased ROI. Divisible content can help to increase your return on investment (ROI) by getting more mileage out of a single piece of content. By repurposing your content and reaching a wider audience, you can get more value from your content marketing efforts and see a greater return on investment.
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