Creating the right content for each organization in any industry vertical is one of the most challenging tasks. This is due to lack of proper resources, increasing competition, changing trends, struggle with a suitable methodology and meanwhile maintaining quality. Here comes the need for modular content. To know more, keep reading!
What is Content Modularity?
Content modularization creates smaller blocks or “modules” of content that will be pre-approved, stored, and reused across multiple channels. The modular approach to content marketing is suitable for brands using omnipresent marketing strategies. Each module can form part of a whole or can also function independently.
Marketers can use different types of content. Let us know about some of the prominent ones.
Content Block: This is the smallest reusable individual content item, such as a text snippet, disclaimer, etc. Content Sets: These are aggregated assets used together across distribution channels, and content creators can break them down into smaller blocks and reuse them in other content. Content Experience: The last group of assets presented to the client includes relevant content sets with presentation layer styling.
Each modular content block has everything you need to tell a complete story, such as product claims, references, graphics and logos. The ability to assemble modular material blocks in various combinations can be compared to Lego bricks, where a few modules offer endless innovative possibilities.
What is Modular Content Marketing?
Modular content marketing uses modular content blocks uniquely combined in a creative content model for each marketing channel. It is primarily used by the FMCG, Pharma and retail sectors, where people regularly demand more personalized content. For example, a person with type 1 diabetes may not be satisfied with material that talks about diet for type 2 diabetes.
The modular content ecosystem is a central repository of a brand’s assets, exclusive claims, references, etc. Combining these modules with approved strategic templates allows marketers to create additional content in a matter of minutes instead of a week’s worth of work.
Let’s assume a content modularity example: You are writing content on healthy eating: What can I eat to fight diabetes? You can divide the ingredients into four modules: breakfast, lunch, dinner and dessert.
Each modular content block is a stand-alone piece of content, and together they form a larger content. Again, you can use building blocks around relevant topics such as 5 Healthy Diabetic Desserts, 3 Healthy Breakfast Ideas That Are Free of Added Sugar, etc. These can be further rearranged and reused to create new materials.
To build an effective modular content strategy, follow the steps below:
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 capture the audience’s attention. Each content module should function as a standalone piece yet be able to deliver a complete message.
How does modularity affect and scale material handling?
Content modeling and scaling has been challenging for content brands due to the growing demands for personalization, localization and omnichannel requirements. Thus we can adopt a modular content approach for the following benefits.
Personalized Content: A UX modular content ensures optimized content modeling to improve the user experience. Thus, generating leads and driving quality traffic to your website from various platforms. Rapid content creation: Teams can create more content in less time and spend the remaining time developing high-value reusable content. Easy Content Modification: It lets you do away with the long linear content curation approach and instead find out what is working and what is not in the content and replace them when needed. Reduced approval time: When you have a modular content block, you do not need to start everything from scratch as 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 the growing demand for more content from consumers without compromising on quality.
Adopting modular content is the best way for content creators to cope with the growing pressure to create and publish more content faster, regularly and within a shorter period. We ensure you deliver high-quality personalized content and superior automation for omnichannel marketing campaigns. To learn more, ask us today!