CASE STUDY
Content Optimization Leader, Atomic Reach, Generates Compelling Results for
High-Profile Clients
INTRODUCTION
A...
As its client base grew and results were generated, Atomic Reach’s founder, Bradley Silver, realized that producing
releva...
Atomic Reach’s proprietary technology leverages a series of measures that analyze structural and linguistic content
attrib...
CLIENT A
Client A, a leading publisher of entertainment news, is always looking for ways to produce better content and
con...
1%

18%
Ideal Length
Too Short
Too Long

81%
Final Thought
After reviewing Client A’s site, we concluded that 49% of its c...
CLIENT B
Client B, a global technology solution provider, wants to increase engagement with its website visitors. The
orga...
Final Thought
Many of Client B’s articles had low scores based on structural content issues. We concluded that optimizing ...
CLIENT C
Client C, a world class medical center, has no shortage of content on its website, from whitepapers and research
...
Final Thought
As is the case with all clients, two important pillars ring true for producing high quality content – a high...
SUMMARY
The abovementioned clients are now working with Atomic Reach to fit its pre-amplification scoring tool seamlessly
...
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How Atomic Reach Optimizes Content For High-Profile Clients

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As viewers increasingly tune out ads and Internet users become immune to banners and buttons, today’s savvy marketers are turning to content marketing to help drive consumer engagement and, in turn, sales. And with the shift from traditional advertising to more indirect forms of informing and engaging with customers, comes the need to create compelling content at all costs.

Enter Atomic Reach.

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How Atomic Reach Optimizes Content For High-Profile Clients

  1. 1. CASE STUDY Content Optimization Leader, Atomic Reach, Generates Compelling Results for High-Profile Clients INTRODUCTION According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”1 As viewers increasingly tune out ads and Internet users become immune to banners and buttons, today’s savvy marketers are turning to content marketing to help drive consumer engagement and, in turn, sales. And with the shift from traditional advertising to more indirect forms of informing and engaging with customers, comes the need to create compelling content at all costs. SITUATION Enter Atomic Reach. Atomic Reached launched in 2011 to help brands and content publishers connect and drive revenue through its community collaboration tools. At the time, brands needed a way of producing relevant, engaging content and bloggers were looking for new ways to connect with new audiences. 1 Retrieved November 12, 2013 from http://contentmarketinginstitute.com/what-is-content-marketing/ Page |1
  2. 2. As its client base grew and results were generated, Atomic Reach’s founder, Bradley Silver, realized that producing relevant content was at the heart of it all. In our work connecting brands and content publishers, we realized that high quality content was the key to success. As a result, we set out to develop a content scoring engine – an evolution of our original Atomic Reach platform – to unlock critical insights for content creators in the pre-amplification, pre-publication stage to maximize audience engagement. – Bradley Silver, CEO, Atomic Reach On August 29, 2013, Atomic Reach launched a revolutionary platform to give publishers, brands and bloggers tools to perfect content before it gets published. HOW IT WORKS Page |2
  3. 3. Atomic Reach’s proprietary technology leverages a series of measures that analyze structural and linguistic content attributes – from paragraph density to originality to sophistication – to assess quality, audience relevance and performance potential, helping content creators improve content, profitability and engagement in real-time. Its pre-amplification optimization engine analyzes content based on performance potential and relevance for its intended audience by:  Producing pre-amplification insights to optimize content performance before it gets published to the world  Identifying content strength and critical opportunities for improvement  Matching content with customer knowledge and topic comprehension levels, unlocking its full potential to maximize audience engagement CLIENT IMPACT Since launch, top brands, bloggers and publishers have taken notice including a leading publisher of entertainment news, a global technology solution provider and a world class medical center to name a few. Here is a recap of some of the results. For the purpose of this case study, we will be referring to our clients as A, B and C to protect their proprietary, confidential information. Page |3
  4. 4. CLIENT A Client A, a leading publisher of entertainment news, is always looking for ways to produce better content and connect with new readers. The organization publishes hundreds of articles every month and employs hundreds of writers. With so much content produced on a daily basis – from a diverse team of writers – Client A was looking for a tool to help it better define “good” content and better determine what is and isn’t sticking with its readers. Over several weeks, Atomic Reach worked with Client A to review its content to find ways of improving it in order to increase user engagement. What We Discovered Write at your audience’s sophistication level  Articles that were written at the right audience sophistication level – “knowledgeable” in the case of Client A – generated 93% more engagement than articles written at all other sophistication levels Generate a higher score to improve potential engagement   Articles that generated an AtomicScore of 60 or higher – based on Atomic Reach’s series of content attribute measures – generated 27% more engagement Only 42% of Client A’s content had scores above 60 Focus on the ideal length for your audience   Only 18% of Client A’s content was at an “ideal length” Content written at an “ideal length” had 72% more engagement than articles that were too short and 158% more engagement than those written too long Page |4
  5. 5. 1% 18% Ideal Length Too Short Too Long 81% Final Thought After reviewing Client A’s site, we concluded that 49% of its content was not written for its intended audience. We advised Client A to focus its content on a better suited sophistication band – “knowledgeable” in this case – to improve audience engagement. We also worked with Client A to help improve its overall AtomicScore which will help amplify user engagement. Page |5
  6. 6. CLIENT B Client B, a global technology solution provider, wants to increase engagement with its website visitors. The organization has set out a company-wide goal of improving content quality and was also looking to develop more consistency throughout the organization in terms of its content. As a result, it partnered with Atomic Reach in order to gain critical insights into how its content is being consumed, how it can improve user engagement and how it can create consistency across the board. What We Discovered Write at your audience’s sophistication level  Articles that were written at an “academic” audience sophistication level drove the most social media engagement; Client B had been writing at a "specialist" audience sophistication level Generate a higher score to improve potential engagement   Articles that generated an AtomicScore of 70 or higher generated 25% more engagement than articles below 70; in Client B’s case we set its AtomicScore bar at 70 – higher than our traditional bar of 60 – given the nature of its sophisticated audience A total of 78% of Client B’s content scored below 70 Focus on the ideal length for your audience   Only 25% of Client B’s content was written at an “ideal length” Content written at an “ideal length” generated 35% more engagement on LinkedIn and 48% more engagement on Twitter than articles that were too short Page |6
  7. 7. Final Thought Many of Client B’s articles had low scores based on structural content issues. We concluded that optimizing future articles – on various AtomicScore factors – will improve audience interaction. We also identified that high AtomicScores paired with audience match are key factors for audience engagement and recommended that Client B increase article sophistication as content with the highest engagement was written for an Academic audience. LinkedIn and Twitter content engagement was 64% and 27% higher, respectively, with “academic” level articles versus content written at a “specialist” sophistication level. Page |7
  8. 8. CLIENT C Client C, a world class medical center, has no shortage of content on its website, from whitepapers and research findings to information about surgical techniques and health/fitness tips. The center already had a steady flow of visitors coming to its website but was looking for ways of pushing out its content. In addition, it was seeking advice on content optimization – including what to post and when as well as where content would get the most engagement. What We Discovered Write at your audience’s sophistication level    Client C has a variety of different audiences that consume and share content differently with “knowledgeable” and “specialist” audiences being the largest Articles targeted at a “knowledgeable” audience received the most engagement on Facebook and as content became more sophisticated, we found that Twitter became less relevant Conversely, LinkedIn became a much more relevant tool as content became more sophisticated Generate a higher score to improve potential engagement  Articles that generated an AtomicScore of 60 or higher generated 79% more comment engagement than articles below 60 but we discovered that only 43% of their content was above our 60 threshold Focus on the ideal length for your audience  Content written at an “ideal length” had 55% more engagement than articles that were too short but only 33% of their content was at the ideal length Page |8
  9. 9. Final Thought As is the case with all clients, two important pillars ring true for producing high quality content – a high AtomicScore and a match in audience sophistication. We instructed Client C to improve its content based on our AtomicScore guidelines. Unlike other clients, where we typically recommend targeting one band of sophistication, we recommended that Client C continue to write for two bands while paying particular attention to the target social media outlet. Page |9
  10. 10. SUMMARY The abovementioned clients are now working with Atomic Reach to fit its pre-amplification scoring tool seamlessly into their workflow, resulting in higher audience engagement with their content. In summary we found that through our analysis, content that scored over 60 or higher – or 70 in Client B’s case – and content that was written at the right sophistication level had an overall 63% more engagement than content that did not meet these criteria. Atomic Reach’s content optimization engine has provided Clients A, B and C with critical insights to which they previously had little access which, in turn, will help increase audience engagement with their content exponentially. UP NEXT? Atomic Reach’s vision is to become the industry standard for online content optimization across all media including text, images and video. Video and image analysis, both increasingly important for brands and publishers, are the next algorithms on the agenda. In addition, analysis of emotional content  how emotions trigger engagement  and social media content  how to make messages effective  are around the corner. Atomic Reach is redefining the way content creators interact with their target audiences and is on track to become the leading pre-amplification tool for all major publishers and brands in the future. P a g e | 10
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