How one can Implement a Splintered Content material Technique

Splintered Content Strategy

Content material makes the advertising world go spherical. It doesn’t matter what your overarching advertising technique seems to be like – content material is the gasoline supply. You may’t go wherever with out it. The largest downside is that content material may be costly to create. We function in a enterprise world the place hundreds of items of content material are created each single second. Attempting to maintain up can really feel like an costly train in futility.

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

What’s a Splintered Content material Technique?

One of the best ways to know the splintered strategy to content material creation is through 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 need to get extra worth out of the tree, you chop it down into large logs. These logs symbolize sub-topics of extra important matters. These logs can then be cut 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 extra worth from the unique content material by discovering new makes use of, purposes, angles, and associated matters. Not solely does this strategy make it easier to maximize your ROI, nevertheless it additionally creates a tightly-correlated and highly-consistent internet of content material that makes each search engines like google and yahoo and readers glad.

What You’ll Want for a Splintered Content material Technique

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

  • Key phrase analysis. The method at all times begins with key phrase analysis. First, you could carry out detailed website positioning 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 may consider key phrase analysis as growing a blueprint. Identical to you possibly can’t construct a home with out plans, you possibly can’t implement a splintered content material technique with out key phrase analysis.)
  • Common subject. Armed with the best key phrases, you possibly can start the method of selecting a broad subject. A normal subject is a really fundamental, overarching subject that speaks to a selected target market.
  • Content material writers. You’ll want a workforce of individuals to truly create the content material. Whereas it’s doable to do that by yourself, you ideally need 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 you need to be sure that you’re constantly churning out content material (and that the content material is intently correlated).

A great splintered content material technique takes time to develop. So, along with all the things talked about above, you’ll additionally want persistence and resilience. Watch what’s working, and don’t be afraid to iterate. And keep in mind one factor: You may at all times splinter a bit of content material into extra items.

How one can Plan and Execute a Splintered Content material Technique

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

  • Write a Pillar Weblog Put up

Sometimes, a splintered content material technique begins with a pillar weblog submit. It is a meaty, complete useful resource on a big subject that’s related to your target market. For instance, a monetary advisor would possibly write a pillar weblog submit on “How one can Promote Your Home.” This submit could be a number of thousand phrases and embrace numerous subheadings that drill into particular parts of promoting a home.

An important factor to recollect with a pillar submit is that you simply don’t need to get to micro with the subject. You actually need to get micro with the focusing on – which means you’re writing to a really particular viewers – however not with the subject. After all, you possibly can at all times zoom in inside the weblog submit, and with the splinters it produces, nevertheless it’s rather more tough to zoom out.

  • Flip the Weblog Put up Right into a Podcast Collection

After getting your pillar piece of content material in place, the splintering begins. One possibility is to show the weblog submit right into a collection 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:

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

Relying on the size of your pillar content material, you will have to beef up a few of the sections from the unique submit to create sufficient content material for a 20- to 30-minute episode, however you’ll no less than have a strong define of what you need to cowl.

  • Flip Podcasts Into YouTube Movies

Right here’s a very easy option to multiply your content material through splintering. Simply take the audio from every podcast and switch it right into a YouTube video with graphic overlays and inventory video footage. (Or, in case you assume forward, you possibly can report a video of you recording the podcast – a la “Joe Rogan” model.)

  • Flip YouTube Movies Into Social Clips

Minimize 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-Type 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 info already hashed out within the authentic pillar submit, however that’s tremendous. So long as you aren’t duplicating content material word-for-word, it’s completely tremendous if there’s overlap.

  • Flip Lengthy-Type Social Posts Into Tweets

Your long-form social posts can then be was 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 collection of automated posts to exit over a couple of weeks. (You may automate this course of utilizing a instrument like Hootsuite or Buffer.)

  • Flip Content material Into an Electronic mail Marketing campaign

Lastly, take your finest content material and switch it right into a collection of emails to your checklist. It’s possible you’ll even be capable of arrange an autoresponder collection that slowly drips on individuals with a selected call-to-action.

Utilizing the instance from this text, an actual property agent would possibly ship out a collection 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 all the things concerning advertising, there’s ample room for creativity.


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

The aim is to get probably the most worth out of your content material as doable. And also you try this by turning each bit of content material you create into no less than yet another piece of content material. If you happen to do that effectively, you’ll be profitable.

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

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