How to Put a Splintered Content Strategy into Practice

By | July 2, 2022

The world of marketing revolves around content. No matter how your overall marketing strategy is laid out, content is what drives it. You are unable to travel without it. The major issue is that producing content can be pricey. In the corporate environment in which we live, thousands of new pieces of information are produced each and every second. It can seem like a costly exercise in futility to try to keep up.

In a time of oversaturated internet channels, getting the most value possible out of your content is essential for successful digital marketing. If the conventional strategy is based on “single-use” content, you must switch gears and choose a multi-use strategy that enables you to utilise the same content repeatedly. Building out a “splintered” content strategy is one approach to achieve this.

Splintered Content Strategy: What Is It?
An analogy is the most effective technique to comprehend the fragmented method of content generation. In the analogy, you begin with a single central subject that is relevant to your brand and readers. A tree is used to illustrate this subject. The tree is then cut down into large logs when you wish to obtain more value out of it. These logs describe minor subtopics of major topics. Then, these logs can be divided, creating even more tiny niches. (And the process of breaking down the main subject into smaller, distinct pieces of micro-content can continue forever.)

Splintering of content should not be confused with republishing or duplication of content. The goal is to add value to the original information by identifying new uses, applications, angles, and related themes rather than simply reusing the same content. This method not only helps you increase your ROI but also develops a network of content that is extremely consistent, tightly connected, and pleasing to both users and search engines.

For a Splintered Content Strategy, You’ll Need
You’ll need a few items to start producing fragmented material, including:

keyword analysis Keyword research always comes first in the process. To find the keywords that are most relevant to your target market, you must first conduct thorough SEO research. Your choice of topics and real content creation are influenced by this. (Consider keyword research as drawing up a blueprint. Without keyword research, you can’t adopt a fragmented content strategy, just like you can’t build a house without designs.)
general subject The process of selecting a broad topic can be started once you have the appropriate keywords. A general topic is a straightforward, all-encompassing subject that appeals to a particular target audience.
authors of content. To really develop the material, you’ll need a team of individuals. While it is feasible to complete this task independently, it is preferable to engage content writers to carry out the labor-intensive tasks on your behalf. This enables you to concentrate on the overall plan of action.
Consistency. Consistency is necessary for a dispersed content strategy. There are techniques to automate and streamline, it’s true, but you still need to make sure that you’re producing material on a regular basis (and that the content is closely correlated).
The creation of an effective fragmented content strategy requires time. Therefore, in addition to the skills listed above, you’ll need patience and perseverance. Consider what is working, and don’t be hesitant to make changes. And keep in mind that you can always break up a piece of content into more manageable chunks.

How to Develop and Put Into Practice a Scattered Content Strategy
After discussing fragmented material and some of the tools you’ll need to succeed, let’s get into the how-to by examining an example of how this may transpire. (Note: This is not an exhaustive list. These are only some practical suggestions. Feel free to change, add, or remove anything to suit your particular strategy’s requirements.)

Post a pillar blog entry
A fragmented content strategy typically starts with a foundational blog post. This is a substantial, thorough resource on a crucial subject important to your target audience. An example of a pillar blog post might be “How to Sell Your House” by a financial expert. A piece of this length would include numerous subheadings that delve into different aspects of selling a home.

The most crucial thing to keep in mind when writing a pillar article is to avoid being too specific about the subject. You should target your writing to a very precise audience, thus you should go very specific with your targeting, but not with your topic. Naturally, you can always zoom in within the blog article and deal with the splinters it creates, but zooming out is considerably trickier.

Create a podcast series from the blog post
The splintering starts once you have your foundational piece of material in place. One choice is to create a podcast with the blog article as the first episode. One of the subheadings can be touched on in each episode.

If these are the blog post’s subheadings, they would appear as follows:

How to get ready to sell > How to find a real estate agent: Episode 1 How to tidy and stage your home in Episode 2 > How to Value Your Property: Episode 3 > How to find the best offer: Episode 4 > How to bargain with repair requests: Episode 5 > How to be ready for closing day: Episode 6 > Episode 7: Moving out > 8th episode
You may need to lengthen some sections from the original post to produce enough information for a 20- to 30-minute episode, depending on the length of your pillar content, but at least you’ll have a clear idea of what you want to cover.

Make YouTube videos out of podcasts
Here’s a fairly simple method for using splintering to double your material. Simply create a YouTube video using the audio from each podcast and add graphic overlays and stock video. (Alternatively, if you’re prepared, you can record a video of yourself creating the podcast in the “Joe Rogan” vein.)

Use YouTube to Create Social Clips
A 20-minute YouTube video should be divided into four or five three-minute soundbites for social media. These provide extremely shareable and swiftly disseminable content that is extremely sticky.

Make long-form social posts for each podcast.
Make your recorded podcast episodes into individual long-form social media posts. Of course, some of the information covered in this article has already been discussed in the pillar piece, but that’s okay. It’s quite acceptable if there is overlap as long as there is not word-for-word repetition of the information.

Transform lengthy social media posts into tweets
Then, you can divide your lengthy social media messages into a dozen or more separate short-form tweets. Choose the most compelling phrases, startling facts, and statistics from these postings, then plan a series of automatic messages to go out over a few weeks. (This procedure can be automated using a programme like Hootsuite or Buffer.)

Create an email campaign using content
Finally, create a series of emails for your list using your finest content. You could even be able to build up an autoresponder series with a specific call to action that feeds information to consumers over time.

A real estate agent might send out a series of 10 emails over the course of 30 days, using the example from this article, with a call to action to obtain a free listing valuation.

Splintered Content Strategy Will Help You Advance Your Content Strategy
A split content strategy can be implemented in a variety of ways. But there is plenty of potential for originality in marketing, just like in everything else.

Conclusion
Use the portions of this post that speak to you the most, and change the rest to fit the direction you want to take your work in. Just keep in mind that content maximisation serves as the approach’s primary goal.

The objective is to maximise the value of your material. And you accomplish it by generating at least one additional piece of content from each piece of content you produce. You will be successful if you complete this effectively.

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