What does modularity bring to the content planning process?

Creating the right content is the most challenging task for every organization in any industry vertical. This is due to lack of adequate resources, increasing competition, changing trends, struggling with appropriate methodology and at the same time maintaining quality. This is where the need for modular content comes in. Read on to learn more.

Modular content

What is content modularity?

Content modularization creates small blocks or “modules” of content that will be pre-approved, stored and reused across multiple channels. A modular approach to content marketing is suitable for brands that use omnichannel marketing strategies. Each module can become part of a whole or even function independently.

There are different types of content that marketers can use. Let’s find out about some notable ones.

  • Content blocking. It is the smallest reusable individual content element, such as a snippet, disclaimer, etc.
  • Content Collection: These are bundled assets used together across distribution channels, and content creators can deconstruct them into smaller blocks and reuse them in other content.
  • Content experience. The final set of assets presented to the client includes appropriate content collections with presentation layer styling.

Each modular content block has everything you need to tell a complete story, such as product claims, links, graphics and logos. The ability to assemble modular content blocks in different combinations can be compared to Lego bricks, where multiple modules provide endless innovative possibilities.

What is modular content marketing?

Modular content marketing uses modular content blocks that are uniquely combined into a creative content model for each marketing channel. It is mainly used in FMCG, Pharma and retail industries where people regularly demand more personalized content. For example, a person with type 1 diabetes may not be satisfied with content that talks about a type 2 diabetes diet.

A modular content ecosystem is a central repository for brand assets, custom requests, links, and more. Combining these modules with established tactical templates allows marketers to create additional content in minutes instead of a week.

Consider an example of content modularity. Are you writing content on the topic of “Healthy Food”? What can I eat to fight diabetes? You can divide the content into four modules: breakfast, lunch, dinner and dessert.

Each modular content block is a separate piece of content, and together they form a larger piece of content. Again, you can use the blocks to create related topics, such as 5 healthy diabetic desserts, 3 healthy breakfast ideas that are free of added sugar, and more. They can later be rearranged and reused to create new content.

Follow the steps below to create an effective modular content strategy:

  • Write content following SEO best practices (keywords, readability, factual information). Write only up to 170 words per module and make sure it can be used on any platform.
  • each content module should answer a specific question and can capture the audience’s attention.
  • Each content module should function as a standalone piece, but be able to convey a complete message.

How does modularity affect and measure content operations?

Content modeling and content scaling are complex for brands due to personalization, localization and omnichannel requirements. Thus, we can adopt a modular content approach for the following benefits:

  • Personalized content. Modular Content UX provides personalized content modeling to improve user experience. Thus, generating leads from various platforms and driving quality traffic to your website.
  • Quick content creation. Teams can create more content in less time and spend the rest of their time developing high-value reusable content.
  • Easy change of content. It keeps you away from a long linear content action approach and instead finds out what works and what doesn’t work in the content and changes them if necessary.
  • Less confirmation time. When you have a modular content block, you don’t need to start from scratch because they are pre-approved after checking brand and industry-specific regulations.

The benefits of a modular approach to content marketing help brands and marketers meet consumers’ growing demand for more content without compromising quality.

Adopting modular content is the best way to deal with the ever-increasing pressure on content creators to create and publish more content quickly, regularly, and in short timeframes. We ensure you deliver high-quality personalized content and better automation to omnichannel marketing campaigns. Ask us today to learn more.

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