When we work with our clients on content marketing strategy here at Convince & Convert, two of our most consistently used maxims are “bricks and feathers” and “content atomization.”
“Bricks and feathers” describes the two primary types of content marketing. Bricks are hefty. Bricks are permanent. Bricks require more production time. Bricks are saved, shared, or printed. A webinar is a brick, for example.
Feathers are lightweight. Feathers are ephemeral and somewhat disposable. Feathers are easier to create. They are noticeable but less persuasive than bricks. This blog post is a feather, for example.
“Content atomization” (coined by Todd Defren) means taking … Read More