We all know the golden rule of digital marketing: content is king. And because of this rule, we are constantly tasked with creating new, engaging, and innovative content for our small businesses. I want to share a secret of great content creators with you: content chunking. Sounds weird, I know, but trust me. Chunking is one of the most efficient ways I’ve found to easily create and curate valuable streams of content for your target audience. If you aren’t naturally inclined to push out 700+ words for a blog article or create a visually compelling infographic for your next email campaign, then read on.
First, let’s start with the basics. For small businesses, our digital marketing strategy should always include a robust portfolio of content that meets our prospect’s needs and aligns with all stages of the buyer’s journey. Let’s say you own a hair salon and are trying to increase traffic to your website and appointments scheduled online. We know that our website should not just be our business card listing hours and location, but it should also serve as a resource for potential and existing customers. To be a resource, we must offer relevant and valuable content on our website designed to engage our target prospect. By establishing our brand as an authority in our industry, we cultivate trust. Trust is key! Prospects must trust your brand if you have any hope of converting them to leads and customers.
What is content ‘chunking’?
Enough of that lecture. Now onto the real lesson at hand: content chunking. Simply put, content chunking is a method of creating one large piece of content (an eBook, for example) and then breaking that large chunk into smaller pieces. Those smaller pieces become content assets in and of themselves, and you have done no extra work. In the eBook example, this could be as simple as taking each chapter of the book and creating a blog post from that chapter. From each blog post, you could pull three sentences to serve as an Instagram caption. From there, you could grab one short quote to serve as your next Twitter post, and so on. The idea is that once you have created the large piece of content, you can then whittle away pieces from the mother piece for use on different channels, which serve different stages of the buyer’s journey.
This method ensures two main things. First, it guarantees that your content campaign is cohesive and consistent. Because all of your content pieces are being driven by this one piece of mother content, you don’t have to worry that the messaging is inconsistent. Second, this method ensures that keywords are being used robustly across all platforms without resorting to keyword stuffing (which we know is a big No-No according to the Google Gods). The resulting content is chocked full of your intended keywords organically, which is a plus for SEO.
An Example of Content ‘Chunking’
Let’s examine another example just to make sure this idea is clear.
Tim is a professional organizer with a home organization business. He wants to attract new visitors to his website and convert those visitors to leads and customers. Tim uses social media, including Instagram and YouTube to share videos with tricks and techniques for his audience. He also shares before and after shots of current projects. Sounds like he’s doing all the right things.
Tim now wants to go full speed ahead with a content marketing campaign to increase brand awareness and present his business as the solution to his target audience’s problem: a messy, disorganized home but no time to fix it themselves! Video content is a great tool for this campaign. Tim could create one long YouTube video about the process he uses to organize a client’s space, including tips similar to what he already shares on social media. From that mother content, Tim can break out a few 60 second clips to use for Instagram and Facebook posts. Tim can also capture a transcript of the long video and turn it into an article (or multiple articles). He could also take a short clip of the video to include in his next email marketing effort, with a link to the longer content.
So from this one mother piece of content, Tim has derived multiple smaller forms of content that are appropriate for different platforms and different audiences. All of his content is keyword-rich without being keyword-stuffed, and is therefore doing well in search engines. Most importantly, the content features a consistent brand message and is a valuable resource for his target audience, allowing him to easily position his business as the solution to their home organization problems.
Makes sense, right? Read a little more about the impact that content has and the importance of creating your small business website to share content with your customers here. What do you think? Do you use this strategy?