When we work with client about content marketing strategy At Convince & Convert, our two most consistently used maxims are “bricks and feathers” and “atomic content”.
“Brick and Feather” describes two main types of content marketing. Bricks are very expensive. Tiles are permanent. Brick requires more production time. The bricks are saved, shared or printed. For example, a webinar is a brick.
Feathers are very light. Feathers are ephemeral and disposable. Feathers are easier to create. They are noticeable but less convincing than bricks. For example, this blog post resembles a feather.
“Atomicized Content” (coined by Todd Defren ) means getting your content marketing “big idea” — usually a brick of some sort — and deconstruct it into a series of smaller feathers. This gives you more juice to squeeze, increases the efficiency of your content creation efforts, and allows the brick premise to exist in multiple places and formats (e.g., social media).
Usually, we advise a one in eight ratio for atomization. It means you should reuse and repack each brick into at least eight feathers .
To know more about bricks and feathers >>>
For more about atomic content >>>
Reverse the content atomization
Last week, I was sent a very interesting example of content marketing from ManageFlitter where atomization was carried out. Instead of breaking the big idea into a series of smaller implementations, they take a large batch of feathers and roll them into a brick. Here's how they did it.
#SocialROI is a recurring Twitter chat that takes place every Tuesday at 5pm ET. This week is hosted by Twitter consultants and experts Madalyn Sklar (who used to be a wonderful guest on my Social Expert podcast ), who was joined by a special guest. However, like all good Twitter chats, the tuning community is also significantly engaged, asking and answering questions with caution.
Australian Twitter optimization software company ManageFlitter is the exclusive sponsor of #SocialROI , and This reverse atomization system maximizes their funding value .
Feather: Each week, ManageFlitter posts social images on their account to promote that week's show and special guests.
Join us today for a #SocialROI Twitter chat hosted by Madalyn Sklar with guest Shaun Ayala.
Subject: Strategy for…
Posted by ManageFlitter above Tuesday, February 6, 2018
Feather: At the end of each chat, Madalyn conducts a Facebook Live chat with the guest, amplifying the episode and providing a… channel booster.
Feather: Approximately 72 hours after each chat ends, ManageFlitter posts a comprehensive summary blog post covers all guest questions and best answers from the community. 
Feather: ManageFlitter crossposts Facebook Live videos to their YouTube channel as a #SocialROI-only playlist. 
Brick: With 52 weekly Twitter chats worth of content at your fingertips, plus hundreds of bundled Feathers, ManageFlitter reverses content atomization by aggregating the best hits from the series into a downloadable Brick PDF called “#SocialROI: 19 Topics Covered by 25 Social Media Experts. ”
E-books are very interesting. Lots of good views and a great example of reverse content atomization.
Back to the Future
I'm sure I didn't invent reverse atomization, but I first started researching it when I launched my own Twitter-based interview series in 2008, called Twitter 20 . Joseph Jaffe was my first guest on the show, and after a few dozen “episodes,” I rolled them up into a Slideshare download, like what ManageFlitter did here.
Great to see that the content extension through atomization is alive and well!
If you're not after a one-eight or eight-one strategy, start thinking about atomization in your content marketing planning process. It will help you a lot.
(And if the Convince & Convert team and I can assist, please let us know.)
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