Friday, May 18, 2012

Syndication, serialisation and atomisation

People consume content one piece at a time online, and they don’t necessarily care where the information comes from as long as they trust the source that referred it. For B2B in particular, this means they cannot rely on just brand image or size to reach their target audience.

Instead they must change the way they distribute their information; to stop aggregating content and instead split it into discrete parts so users can get more out of it, more easily.

This is best done by breaking information into its separate components and publishing it in multiple formats, via multiple channels, to the widest possible audience – a process called atomisation which breaks content into its constituent parts:

1.      So each piece can be found.
2.      So each piece can be shared.
3.      So each piece can start a dialogue.
4.      So each piece builds into a greater whole.

What needs to change?
To reach more digital consumers, businesses have to accept the way they publish information currently is flawed, outdated, inefficient and wasteful.
They need new models for commissioning, producing and distributing content, internally and externally. And they need a clear, multi-channel strategy to produce the right content and distribute it in the right way.
· Content must be created which can easily distributed among personal networks - The amount of information available means clients are not loyal. They’re guided by which sources best answer their needs, and which they trust.
· Content must be easier to find in searches - Google controls around 90% of business search traffic. It’ll be a major factor in deciding whether content reaches its target audience, and so in deciding success.
· Large pieces of content covering various topics into must be split into, individual, focused, topical pieces - Searchers look for a single answer to a single question. The type of content is less important, than getting the right answer.
· Content must be produced in the widest variety of media as possible - Video and audio products are almost as easy to create, edit and distribute as print documents.
· Content must produced in a suitable format for mobiles - More people now access the internet using mobile devices than PCs. 

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