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How to Implement a Splintered Content Strategy

Content material makes the advertising and marketing world go spherical. It doesn’t matter what your overarching advertising and marketing technique seems to be like – content material is the gasoline supply. You’ll be able to’t go anyplace with out it. The largest drawback is that content material will be costly to create. We function in a enterprise world the place 1000’s of items of content material are created each single second. Making an attempt to maintain up can really feel like an costly train in futility.

The important thing to profitable digital advertising and marketing in an period of saturated on-line channels is extracting most worth from your content. If the standard strategy is constructed round “single-use” content material, you might want to swap gears and go for a multi-use strategy that lets you leverage the identical content material over and over. A method to do that is by constructing out a “splintered” content material technique.

What’s a Splintered Content material Technique?

The easiest way to know the splintered strategy to content material creation is by way of an analogy. Within the analogy, you begin with one core subject that pertains to your model and readers. This subject is represented as a tree. Then, once you wish to get extra worth out of the tree, you chop it down into massive logs. These logs symbolize sub-topics of extra vital subjects. These logs can then be break up and damaged down into even smaller niches. (And this technique of splintering the unique subject into smaller/completely different items of micro-content can go on and on.)

Content material splintering is to not be confused with content material republishing or duplication. The mission isn’t to reuse the identical content material a lot as to extract more value from the unique content material by discovering new makes use of, functions, angles, and associated subjects. Not solely does this strategy make it easier to maximize your ROI, but it surely additionally creates a tightly-correlated and highly-consistent internet of content material that makes each search engines like google and yahoo and readers joyful.

What You’ll Want for a Splintered Content material Technique

With a view to get began with creating splintered content material, you’ll want a couple of issues:

  • Key phrase analysis. The method all the time begins with keyword research. First, you might want to carry out detailed search engine optimization analysis to zero in on the key phrases that particularly resonate together with your target market. This feeds your subject choice and precise content material creation. (You’ll be able to consider key phrase analysis as growing a blueprint. Identical to you’ll be able to’t construct a home with out plans, you’ll be able to’t implement a splintered content material technique with out key phrase analysis.)
  • Common subject. Armed with the fitting key phrases, you’ll be able to start the method of selecting a broad subject. A common subject is a really fundamental, overarching subject that speaks to a selected target market.
  • Content material writers. You’ll want a crew of individuals to truly create the content material. Whereas it’s attainable to do that by yourself, you ideally wish to rent content material writers to do the heavy lifting in your behalf. This lets you give attention to the big-picture technique.
  • Consistency. A splintered content material technique requires consistency. Sure, there are methods to automate and streamline, however it’s a must to be sure that you’re persistently churning out content material (and that the content material is carefully correlated).

An excellent splintered content material technique takes time to develop. So, along with every thing talked about above, you’ll additionally want endurance and resilience. Watch what’s working, and don’t be afraid to iterate. And bear in mind one factor: You’ll be able to all the time splinter a chunk of content material into extra items.

The right way to Plan and Execute a Splintered Content material Technique

Now that we’re clear on splintered content material and among the completely different sources you’ll must be profitable, let’s dig into the precise how-to by taking a look at an illustration of how this might play out. (Word: This isn’t a complete breakdown. These are merely some concepts you should use. Be happy so as to add, subtract, or modify to suit your personal technique wants.)

Sometimes, a splintered content material technique begins with a pillar weblog submit. This can be a meaty, complete useful resource on a big subject that’s related to your target market. For instance, a monetary advisor may write a pillar weblog submit on “The right way to Promote Your Home.” This submit can be a number of thousand phrases and embody numerous subheadings that drill into particular components of promoting a home.

Crucial factor to recollect with a pillar submit is that you simply don’t wish to get to micro with the subject. You actually wish to get micro with the concentrating on – which means you’re writing to a really particular viewers – however not with the subject. After all, you’ll be able to all the time zoom in throughout the weblog submit, and with the splinters it produces, but it surely’s way more troublesome to zoom out.

  • Flip the Weblog Publish Right into a Podcast Sequence

Upon getting your pillar piece of content material in place, the splintering begins. One possibility is to show the weblog submit right into a series of podcast episodes. Every episode can contact on one of many subheadings.

If these are the subheadings from the weblog submit, they’d seem like this:

  • The right way to put together for promoting > Episode 1
  • The right way to discover a actual property agent > Episode 2
  • The right way to declutter and stage your property > Episode 3
  • The right way to value your property > Episode 4
  • How to decide on the fitting provide > Episode 5
  • The right way to negotiate with restore requests > Episode 6
  • The right way to put together for closing day > Episode 7
  • The right way to transfer out > Episode 8

Relying on the size of your pillar content material, you might have to beef up among the sections from the unique submit to create sufficient content material for a 20- to 30-minute episode, however you’ll at the least have a stable define of what you wish to cowl.

  • Flip Podcasts Into YouTube Movies

Right here’s a very easy option to multiply your content material by way of splintering. Simply take the audio from every podcast and switch it right into a YouTube video with graphic overlays and inventory video footage. (Or, when you suppose forward, you’ll be able to report a video of you recording the podcast – a la “Joe Rogan” type.)

  • Flip YouTube Movies Into Social Clips

Reduce your 20-minute YouTube video down into 4 or 5 completely different three-minute clips and soundbites for social media. These make for actually sticky content material that may be shared and distributed in a short time.

  • Flip Every Podcast Into Lengthy-Kind Social Posts

Take every podcast episode you recorded and switch them into their very own long-form social posts. After all, a few of this content material will cowl data already hashed out within the unique pillar submit, however that’s advantageous. So long as you aren’t duplicating content material word-for-word, it’s completely advantageous if there’s overlap.

  • Flip Lengthy-Kind Social Posts Into Tweets

Your long-form social posts can then be changed into a dozen or extra particular person short-form tweets. Discover the most effective sentences, most stunning statements, and strongest statistics from these posts and schedule a sequence of automated posts to exit over a couple of weeks. (You’ll be able to automate this course of utilizing a software like Hootsuite or Buffer.)

  • Flip Content material Into an E mail Marketing campaign

Lastly, take your finest content material and switch it right into a sequence of emails to your checklist. You could even have the ability to arrange an autoresponder sequence that slowly drips on folks with a selected call-to-action.

Utilizing the instance from this text, an actual property agent may ship out a sequence of 10 emails over 30 days with a call-to-action to get a free itemizing valuation.

Take Your Content material Technique to the Subsequent Degree With Splintered Content material Technique

There isn’t essentially a correct option to implement a splintered content material technique. However, like every thing relating to advertising and marketing, there’s ample room for creativity.


Use the elements of this text that resonate with you and adapt the remainder to suit your imaginative and prescient in your content material. Simply bear in mind the core goal of this complete strategy: content material maximization.

The objective is to get essentially the most worth out of your content material as attainable. And also you try this by turning every bit of content material you create into at the least yet another piece of content material. In case you do that effectively, you’ll be profitable.

Picture Credit score: by Kampus Manufacturing; Pexels; Thanks!

Timothy Carter

Chief Income Officer

Timothy Carter is the Chief Income Officer of the Seattle digital advertising and marketing company SEO.co, DEV.co & PPC.co. He has spent greater than 20 years on this planet of search engine optimization and digital advertising and marketing main, constructing and scaling gross sales operations, serving to firms improve income effectivity and drive progress from web sites and gross sales groups. When he isn’t working, Tim enjoys enjoying a couple of rounds of disc golf, operating, and spending time along with his spouse and household on the seashore — ideally in Hawaii with a cup of Kona espresso. Comply with him on Twitter @TimothyCarter

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