Ross Crooks, Column Five
Divisible Content 101
As brands ramp up content marketing, they often find it challenging to produce enough content for the many publishing platforms and audiences they need to reach – efficiently and at scale. The Divisible Content approach is an efficient strategy that allows brands to produce large volumes of content while expending minimal time and resources.
Divisible Content is a strategy for streamlining content creation. You create one core asset that comprehensively covers a topic. This asset serves as your foundation, which you then break down into smaller “divisibles,” publishing in a variety of formats across different platforms.
Benefits of Divisible Content
Economical: By repurposing core content, you extend the life of the work, saving you time, money and brainpower.
Efficient: By focusing on a single theme, all content helps support and deliver a strong central message. It also provides a clear structure and schedule for content creation and distribution, streamlining the process for all involved.
Effective: By tailoring each “divisible” to a particular audience, you are able to deliver your message more effectively. Additionally, all content created maintains visual consistency, helping to preserve and promote your brand identity.
How to Create Divisible Content
- Identify a Single Messaging Focus: Each core asset you create should cover a single topic, with the aim of delivering a focused message. Look for topics that will help achieve your goals.
- Create a Comprehensive Piece of Content: The divisible content strategy hinges on the creation of a core asset that covers a topic thoroughly. The more comprehensive the content, the more opportunity to create divisibles. This asset can come in many forms (i.e. e-book, motion graphic, interactive slideshow).
- Break Out and Reformat Divisibles: Identify the pieces of your core asset to repurpose in various formats. Find as many opportunities as possible. Many divisibles, such as infographics and blog posts, can be broken down even further into micro-content primed for social sharing.
- Publish Content: Content can be distributed through both owned and earned channels, then amplified with paid media. All publishing is strategically coordinated to maximize reach.
About the Author: Ross Crooks is Co-Founder and CCO of Visage, a data visualization platform. He is also Co-Founder of Column Five, an agency specializing in the creation and distribution of infographics, data visualization and other visual content.