In recent years, Content marketing has exploded and companies are looking for new and more realistic ways to reach new customers. However, as the companies ramp up content marketing, they often find it challenging to create sufficient engaging and relevant content for different publishing platforms that they want to efficiently reach. This is where Divisible and Additive content comes into picture.
Divisible content and Additive content are fairly new terms—so before we divulge more into the let us quickly understand them.
What Is Divisible Content?
Divisible content is an effective strategy for streamlining content creation. It offers companies an easy and economical way to create a large batch of content with marginal investment. In this strategy a longer, more in-depth piece of content can be broken down into smaller sections which are capable of standing on their own.For example:An e-book with individual sections that are each released as separate articles.
It is the opposite of divisible content in which smaller pieces are combined into a larger project. To continue with our example of the e-book instead of releasing the e-book in form of different articles, it also could have been approached the opposite way. A few popular articles could have been mashed together into an e-book.
How to Create Divisible Content
Identify A Single Messaging Focus
Each main asset you create should cover a single topic the purpose of which is to deliver a focused message. You can look for topics that will help track with your own goals.
Create a Comprehensive Piece of Content
The divisible content strategy aims at creating a main asset that covers a topic thoroughly. The more robust the content, the more opportunity to create divisibles. This asset can come in many forms like an e-book, infographic, slideshow etc.
Break Out And Reformat Divisibles
Identify the pieces of your core asset to re-purpose in various formats. Find as many opportunities as possible. Many divisibles, such as info-graphics and blog posts, can be broken down even further into micro-content geared up for social sharing.
The owned, earned and paid channels can be used to distribute the content. Ensure that all the owned publishing platforms are optimized for content and likewise all the content is optimized for all publishing platforms. All this is done to maximize reach.
What are the Benefits?
By re-purposing your core content you extend the lifespan of work you already created which in turn saves you time, money and brainstorming.
By focusing on a single theme or closely related themes, all content helps support and deliver a strong central message. A divisible content strategy creation also provides a clear structure and schedule for content creation and distribution thus streamlining the process for all concerned departments.
You can also tailor each “divisible” to a specific audience thus helping to deliver your message more effectively. A comprehensive content may seem too dense to market to a variety of audiences, using tailored content helps provide points of entry for different demographics. Moreover, all created content maintains visual consistency, which preserves and promotes your brand identity.
Overall, additive and divisible content offer a huge advantage for firms engaged in content marketing operations. They can just build on the existing content framework, avoid the hassle of going through hoops of compliance process again and again.
Especially for the companies in their early stages, adding on and reusing their old asset framework to create additional content is a simpler and quicker way to grow their publication.
You would certainly need to watch out for the risk of becoming repetitive. This can be addressed by mixing up the distribution and packaging of stories. Of course, the other challenge is that not all of the content can be re-purposed. You will need to figure out the best possible way to manage around this as well and think of possible ways. As an example, it could be a situation where an earlier info-graphic image can be reused as part of a tweet.
It’s imperative that your content marketing strategy incorporates additive and divisible content and leverages it to reach out to a wider audience through multiple channels. Re-purposing your content will enable your business model to be more economical. It can also help you position a consistent and a strong central message through all channels effectively and at the same time enable you to promote your firm’s brand identity.