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Trends in Digital Publishing and Journalism-Content Atomisation

The terminology of content atomisation was widely used back in the 2000s when the internet was booming. People were used to consuming the news in one source, which they frequently visited on a regular interval of time. The way people consume information changed with time when forums, groups, and social media were adopted and diverted people to various destinations. The problem was to bring them to the source where they could get a full view of the story. Then they came up with the idea of slicing the one big chunk of content to repurpose it into smaller bits and fragments and posting it on various platforms, just like a chef uses a turkey to deliver various dishes.


Why Content Atomisation:

As reporters, we tend to invest time in drafting the story, and in time it becomes so long that a single reader won't be able to consume it all in one shot. They might not even land on our page in the first instance. They could be watching reels on Instagram or checking tweets. That is where we tease them with a small sample snippet of our content, a tweet thread, or a 30-second explainer video followed by a call for action to visit the main article to know more. If they feel it is engaging and informative, the readers will come to the source article for more information. Content atomization also creates a widespread presence on the internet and allows for multiple backlinks that redirect to the main article.

When to use Content Atomisation:

1. Use content atomization for long stories that exceed 1000 words. They can be case studies, reports, summaries, and complete coverage of long-running news.

2. Adopt content atomization for long-lasting articles like Tutorials, Instruction Blogs, and Tips and Tricks that usually stay the same over time.

3. Emphasize shouting the core message or headline when atomizing sensitive, hot news that is easy to share and reap benefits instantly.

4. If you want to create a presentation or run an awareness campaign to ensure more eyeballs looking at the headline repeatedly, Content Atomisation is a sure shot winner to drive the result

5. when there is more than one platform that drives traffic to your main site/article, we must supply the audience with less effort and low cost by repurposing.

Conclusion & SEO Advantage:

Content Atomisation is a great winner if you look to bubble up any old successful article back to the surface. There might be a scenario where an article was a huge hit during a market crash. Rather than rewriting a new one, we can atomize that blog and spread it across platforms to lead traffic back to the old page. In this manner, we are taking advantage of the authenticity and metrics of the older post, which will add to the SEO benefits of ranking us at the top or on page one of the search result. By adopting this, we will be able to deliver cost-effective, fast, and valuable content to the audience without the expense of huge energy it takes to achieve the same results.

Atomize your content and adopt Hocalwire CMS to reach a wider audience on multiple social media platforms. We have a huge stockpile of integrations and automation systems to help you reach an audience leaner and faster. Book a Demo now to adopt Hocalwire CMS. We revolutionize your newsroom.


About The Author

Vignesh Kumaresan