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DIVISIBLE CONTENT
You create one piece of core content that covers a topic comprehensively. This piece serves as your content foundation, which you break down into blog content and micro-content. This approach provides you with a large amount of content to publish across a variety of mediums. 
Divisible Content is an approach to strategically creating and publishing on-brand visual content with minimal effort and maximum output. 
THE BASIC IDEA 
CORE CONTENT 
BLOG 
CONTENT 
MICRO- 
CONTENT 
INFOGRAPHIC 
BLOG POST 
SLIDESHOW 
WHAT IS IT?
FOCUSED 
By focusing on a single theme, all content helps support and deliver a strong 
central message. A Divisible Content strategy also provides a clear structure and schedule for content creation and distribution, streamlining the process for all 
departments involved. 
CONSISTENT 
All content created maintains visual consistency, helping to preserve and promote your brand identity. 
DIVISIBLE CONTENT IS: 
ECONOMICAL 
By repurposing core content, you extend the life of work that has already been 
created, saving time, money and brainpower.
COLUMN FIVE CASE STUDY 
We decided to educate potential clients, industry colleagues and design enthusiasts about the value of visual content. 
HOW TO START 
STEP 1 
IDENTIFY A SINGLE 
MESSAGING FOCUS 
Each piece of core content you create should cover a single topic, with the aim of delivering a focused message. Look for topics that track with your own goals. 
Choose a publishing schedule (typically monthly or quarterly), and select a topic or theme to address for each piece of core content.
STEP 2 
CREATE 
CORE CONTENT 
The Divisible Content strategy hinges on the creation of a comprehensive piece of core content. The more robust the content, the more opportunity to create additional pieces. 
E-BOOK 
INTERACTIVE 
MOTION GRAPHIC 
SLIDESHOW 
CORE CONTENT CAN COME IN MANY FORMS:
Fastest-Growing 
Visual Platforms 
200 Million Users 
KEY = 2 Million Users 
70 Million Users 
60 Million Users 
SlideShare Tumblr Instagram Pinterest Snapchat Vine 
117 Million Users 
26 Million Users 
40 Million Users 
Publishers are taking a more 
visual approach to publishing— 
whether that’s creating 
more photo-heavy posts, 
incorporating infographics or 
allowing users to create and 
share their own visual content— 
but certain visually focused 
platforms have experienced 
enormous growth. Building a 
presence on these platforms 
connects you with a highly 
engaged audience. 
Year Founded 
VIII 
Photos Slideshows Infographics 
Motion E-books 
Graphics 
Interactive 
Graphics Videos 
II 
What is Visual Content? 
It is the graphics and images that you see, read 
and interact with as you consume media, 
including: 
How to Get Started: 
Visual Content Creation 
5 Questions to Vet Your Idea 
1) Will it be interesting to your audience? 
2) Can it be distributed effectively to 
reach them? 
3) Does it align with your engagement 
goals? 
4) How original is this idea? 
5) Does it fit your brand? 
Once you have completed your brief, it’s time to 
brainstorm your creative idea. This stage relies on 
successful collaboration, creative inspiration and 
critical analysis of your ideas. Assemble a group of 
individuals from different disciplines to increase your 
pool of thought. Every idea you generate should 
be able to achieve the objective designated in the 
creative brief. 
2) Ideate Around the Brief 
After your idea is vetted, begin creating your 
content. Create a timeline to guide the process, 
and decide whether you’ll use internal resources 
or outside vendors or freelancers. This phase 
may require research, source materials, outlining, 
copywriting, or scripting, depending on the type of 
content you are developing. Make sure content is 
approved by required teams at each stage. 
3) Craft Your Content 
XIII 
Elements of Successful Visual Content 
Visual content is effective because it provides three advantages in 
communicating with your audience: 
Visual content uses design to present information in a format that is 
stimulating, attractive and engaging. This makes it easier to synthesize 
and piques interest immediately. In short, visual content grabs your 
audience’s attention. 
The brain’s visual processing system is faster and more efficient than 
other communication systems, which means we are able to interpret 
visual information almost instantly and with minimal effort. Visual 
content is easier to understand, making it more enjoyable to 
engage with. 
The visual processing system also works with our 
long-term memory, connecting the images we see to 
information already stored in the brain. This makes 
visual content more memorable than other mediums. 
Appeal: 
Comprehension: 
Retention: 
1 
2 
3 
IV 
We created a comprehensive e-book, Everything You Need to Know About Visual Content. The 
e-book covered everything from creating visual content to measuring the ROI, giving us a robust 
core asset to repurpose.
NEWSWORTHY 
ANGLES 
SPECIFIC PUBLISHING 
PLATFORMS 
STEP 3 
IDENTIFY AND CREATE BLOG CONTENT 
Identify the pieces of your core content to repurpose. Find as many opportunities as possible. Blog content, such as infographics, can be broken down into micro-content, which is ideal for social sharing. 
CONTENT CAN BE CREATED FOR: 
SPECIFIC 
AUDIENCES
OWNED 
Branded properties, including social 
accounts, company website/blog, newsletter, mailing list, publication, etc. 
EARNED 
Media pickup, social influencers 
PAID DISTRIBUTION 
Sponsored posts, paid amplification (social ads, syndication) 
STEP 4 
PUBLISH CONTENT 
Content can be distributed through owned, earned and paid channels. 
1) OPTIMIZE: 
Ensure that all owned publishing platforms are optimized for content (lead capture, social sharing, etc.). Likewise, ensure that content is optimized for all publishing platforms. 
PROCESS 
2) DISTRIBUTE 
Disseminate content according to schedule and coordinated properties.
Elements of Successful Visual Content 
Visual content is effective because it provides three advantages in 
communicating with your audience: 
Visual content uses design to present information in a format that is 
stimulating, attractive and engaging. This makes it easier to synthesize 
and piques interest immediately. In short, visual content grabs your 
audience’s attention. 
The brain’s visual processing system is faster and more efficient than 
other communication systems, which means we are able to interpret 
visual information almost instantly and with minimal effort. Visual 
content is easier to understand, making it more enjoyable to 
engage with. 
The visual processing system also works with our 
long-term memory, connecting the images we see to 
information already stored in the brain. This makes 
visual content more memorable than other mediums. 
Appeal: 
Comprehension: 
Retention: 
1 
2 
3 
IV 
Why Visual Content Works for Brands 
A month after Facebook debuted Timelines, infusing newsfeeds 
with photos and videos, brands saw a 65% increase in engagement 
(Simply Measured, 2012). 
Whereas brand publishing was once relegated to traditional ads, sales collateral and the occasional press release, a visual 
approach to content marketing lets you tailor and deliver an interesting message at various stages of the buyer’s journey, 
supporting your marketing goals. 
Old and new publishing platforms 
alike are increasingly focusing 
on visual content, attracting and 
engaging enormous audiences. 
Delivering your content through 
these channels expands your reach 
far beyond your company blog or 
traditional marketing efforts. Visuals 
are now the price of entry. 
Aesthetic appeal is not the only 
reason visual content is more 
shareable. It is easier to publish 
an image on media outlets and 
social platforms than to copy/ 
paste an entire article. 
Consumers are attracted to brands not 
just for their products/services but for 
their values and customer relationships. 
Visual content helps you showcase your 
company’s personality, culture and 
values. Whether it’s through Instagram or 
your blog, it provides a window into the 
way you work and the things you care 
about. 
Expand Your Reach Spread the Word Build an Authentic Relationship 
III 
How to Get Started: Visual Content Creation 
Good art direction and design is the 
foundation of successful visual content. 
Having a professional (whether that’s an art 
director, creative director or lead designer) 
oversee the project is essential to ensure 
the end result is both beautiful and effective. 
Whether you use an in-house designer or 
hire a freelancer, make sure the designer is 
familiar with best practices for the specific 
type of content you are creating. 
4) Design Your Content 
PRESCHOOLS 
OF THOUGHT 
The who, what and why of the case for early childhood education 
A NATIONAL SNAPSHOT 
ECE THROUGH THE YEARS 
With its viability no longer in question and a strong endorsement in President Obama’s 
State of the Union address, early childhood education (ECE) has hit mainstream. We 
explored further to learn who’s spending the most, what good it does and what that means 
in the long run for our leaders of tomorrow. 
this is where we will have the heat map of the United States. Temperature will be 
determined by the spending per child by each state. 
Data is in the State ECE Data shared spreadsheet. 
a line graph showing the national, average percent of 4 year olds enrolled in an 
ECE program. 
25 
30 
FINAL 
WIREFRAME DRAFT 
XIV 
How to Get Started: 
Visual Content Creation 
5 Questions to Vet Your Idea 
1) Will it be interesting to your audience? 
2) Can it be distributed effectively to 
reach them? 
3) Does it align with your engagement 
goals? 
4) How original is this idea? 
5) Does it fit your brand? 
Once you have completed your brief, it’s time to 
brainstorm your creative idea. This stage relies on 
successful collaboration, creative inspiration and 
critical analysis of your ideas. Assemble a group of 
individuals from different disciplines to increase your 
pool of thought. Every idea you generate should 
be able to achieve the objective designated in the 
creative brief. 
2) Ideate Around the Brief 
After your idea is vetted, begin creating your 
content. Create a timeline to guide the process, 
and decide whether you’ll use internal resources 
or outside vendors or freelancers. This phase 
may require research, source materials, outlining, 
copywriting, or scripting, depending on the type of 
content you are developing. Make sure content is 
approved by required teams at each stage. 
3) Craft Your Content 
XIII 
BLOG SLIDESHARE 
SLIDESHARE 
INFOGRAPHIC 
GRAPHIC 
BLOG 
BLOG 
GUEST POST 
12,000+ VIEWS 
(SLIDESHARE 
FRONT PAGE) 
DIVISIBLE CONTENT RESULTS FOR 
EVERYTHING YOU NEED TO KNOW ABOUT VISUAL CONTENT 
2,000+ SOCIAL 
SHARES 
(INC, HUBSPOT, 
ETC.) 
9,000+ VIEWS 
(HUBSPOT, 
SLIDESHARE FRONT PAGE) 
4,000+ SOCIAL 
SHARES (INC) 
15,000+ VIEWS 
(INC, 
SLIDESHARE 
FRONT PAGE) 
INFOGRAPHIC 
SLIDESHARE 
10 TIPS FOR DESIGNING 
EFFECTIVE VISUAL 
COMMUNICATION
jritchie@columnfive.com 
949.614.0759 
@columnfive 
To learn more about how 
Divisible Content can help achieve your marketing goals, contact us.

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Divisible Content: Creating Effective Content With Minimal Time and Resources

  • 2. You create one piece of core content that covers a topic comprehensively. This piece serves as your content foundation, which you break down into blog content and micro-content. This approach provides you with a large amount of content to publish across a variety of mediums. Divisible Content is an approach to strategically creating and publishing on-brand visual content with minimal effort and maximum output. THE BASIC IDEA CORE CONTENT BLOG CONTENT MICRO- CONTENT INFOGRAPHIC BLOG POST SLIDESHOW WHAT IS IT?
  • 3. FOCUSED By focusing on a single theme, all content helps support and deliver a strong central message. A Divisible Content strategy also provides a clear structure and schedule for content creation and distribution, streamlining the process for all departments involved. CONSISTENT All content created maintains visual consistency, helping to preserve and promote your brand identity. DIVISIBLE CONTENT IS: ECONOMICAL By repurposing core content, you extend the life of work that has already been created, saving time, money and brainpower.
  • 4. COLUMN FIVE CASE STUDY We decided to educate potential clients, industry colleagues and design enthusiasts about the value of visual content. HOW TO START STEP 1 IDENTIFY A SINGLE MESSAGING FOCUS Each piece of core content you create should cover a single topic, with the aim of delivering a focused message. Look for topics that track with your own goals. Choose a publishing schedule (typically monthly or quarterly), and select a topic or theme to address for each piece of core content.
  • 5. STEP 2 CREATE CORE CONTENT The Divisible Content strategy hinges on the creation of a comprehensive piece of core content. The more robust the content, the more opportunity to create additional pieces. E-BOOK INTERACTIVE MOTION GRAPHIC SLIDESHOW CORE CONTENT CAN COME IN MANY FORMS:
  • 6. Fastest-Growing Visual Platforms 200 Million Users KEY = 2 Million Users 70 Million Users 60 Million Users SlideShare Tumblr Instagram Pinterest Snapchat Vine 117 Million Users 26 Million Users 40 Million Users Publishers are taking a more visual approach to publishing— whether that’s creating more photo-heavy posts, incorporating infographics or allowing users to create and share their own visual content— but certain visually focused platforms have experienced enormous growth. Building a presence on these platforms connects you with a highly engaged audience. Year Founded VIII Photos Slideshows Infographics Motion E-books Graphics Interactive Graphics Videos II What is Visual Content? It is the graphics and images that you see, read and interact with as you consume media, including: How to Get Started: Visual Content Creation 5 Questions to Vet Your Idea 1) Will it be interesting to your audience? 2) Can it be distributed effectively to reach them? 3) Does it align with your engagement goals? 4) How original is this idea? 5) Does it fit your brand? Once you have completed your brief, it’s time to brainstorm your creative idea. This stage relies on successful collaboration, creative inspiration and critical analysis of your ideas. Assemble a group of individuals from different disciplines to increase your pool of thought. Every idea you generate should be able to achieve the objective designated in the creative brief. 2) Ideate Around the Brief After your idea is vetted, begin creating your content. Create a timeline to guide the process, and decide whether you’ll use internal resources or outside vendors or freelancers. This phase may require research, source materials, outlining, copywriting, or scripting, depending on the type of content you are developing. Make sure content is approved by required teams at each stage. 3) Craft Your Content XIII Elements of Successful Visual Content Visual content is effective because it provides three advantages in communicating with your audience: Visual content uses design to present information in a format that is stimulating, attractive and engaging. This makes it easier to synthesize and piques interest immediately. In short, visual content grabs your audience’s attention. The brain’s visual processing system is faster and more efficient than other communication systems, which means we are able to interpret visual information almost instantly and with minimal effort. Visual content is easier to understand, making it more enjoyable to engage with. The visual processing system also works with our long-term memory, connecting the images we see to information already stored in the brain. This makes visual content more memorable than other mediums. Appeal: Comprehension: Retention: 1 2 3 IV We created a comprehensive e-book, Everything You Need to Know About Visual Content. The e-book covered everything from creating visual content to measuring the ROI, giving us a robust core asset to repurpose.
  • 7. NEWSWORTHY ANGLES SPECIFIC PUBLISHING PLATFORMS STEP 3 IDENTIFY AND CREATE BLOG CONTENT Identify the pieces of your core content to repurpose. Find as many opportunities as possible. Blog content, such as infographics, can be broken down into micro-content, which is ideal for social sharing. CONTENT CAN BE CREATED FOR: SPECIFIC AUDIENCES
  • 8. OWNED Branded properties, including social accounts, company website/blog, newsletter, mailing list, publication, etc. EARNED Media pickup, social influencers PAID DISTRIBUTION Sponsored posts, paid amplification (social ads, syndication) STEP 4 PUBLISH CONTENT Content can be distributed through owned, earned and paid channels. 1) OPTIMIZE: Ensure that all owned publishing platforms are optimized for content (lead capture, social sharing, etc.). Likewise, ensure that content is optimized for all publishing platforms. PROCESS 2) DISTRIBUTE Disseminate content according to schedule and coordinated properties.
  • 9. Elements of Successful Visual Content Visual content is effective because it provides three advantages in communicating with your audience: Visual content uses design to present information in a format that is stimulating, attractive and engaging. This makes it easier to synthesize and piques interest immediately. In short, visual content grabs your audience’s attention. The brain’s visual processing system is faster and more efficient than other communication systems, which means we are able to interpret visual information almost instantly and with minimal effort. Visual content is easier to understand, making it more enjoyable to engage with. The visual processing system also works with our long-term memory, connecting the images we see to information already stored in the brain. This makes visual content more memorable than other mediums. Appeal: Comprehension: Retention: 1 2 3 IV Why Visual Content Works for Brands A month after Facebook debuted Timelines, infusing newsfeeds with photos and videos, brands saw a 65% increase in engagement (Simply Measured, 2012). Whereas brand publishing was once relegated to traditional ads, sales collateral and the occasional press release, a visual approach to content marketing lets you tailor and deliver an interesting message at various stages of the buyer’s journey, supporting your marketing goals. Old and new publishing platforms alike are increasingly focusing on visual content, attracting and engaging enormous audiences. Delivering your content through these channels expands your reach far beyond your company blog or traditional marketing efforts. Visuals are now the price of entry. Aesthetic appeal is not the only reason visual content is more shareable. It is easier to publish an image on media outlets and social platforms than to copy/ paste an entire article. Consumers are attracted to brands not just for their products/services but for their values and customer relationships. Visual content helps you showcase your company’s personality, culture and values. Whether it’s through Instagram or your blog, it provides a window into the way you work and the things you care about. Expand Your Reach Spread the Word Build an Authentic Relationship III How to Get Started: Visual Content Creation Good art direction and design is the foundation of successful visual content. Having a professional (whether that’s an art director, creative director or lead designer) oversee the project is essential to ensure the end result is both beautiful and effective. Whether you use an in-house designer or hire a freelancer, make sure the designer is familiar with best practices for the specific type of content you are creating. 4) Design Your Content PRESCHOOLS OF THOUGHT The who, what and why of the case for early childhood education A NATIONAL SNAPSHOT ECE THROUGH THE YEARS With its viability no longer in question and a strong endorsement in President Obama’s State of the Union address, early childhood education (ECE) has hit mainstream. We explored further to learn who’s spending the most, what good it does and what that means in the long run for our leaders of tomorrow. this is where we will have the heat map of the United States. Temperature will be determined by the spending per child by each state. Data is in the State ECE Data shared spreadsheet. a line graph showing the national, average percent of 4 year olds enrolled in an ECE program. 25 30 FINAL WIREFRAME DRAFT XIV How to Get Started: Visual Content Creation 5 Questions to Vet Your Idea 1) Will it be interesting to your audience? 2) Can it be distributed effectively to reach them? 3) Does it align with your engagement goals? 4) How original is this idea? 5) Does it fit your brand? Once you have completed your brief, it’s time to brainstorm your creative idea. This stage relies on successful collaboration, creative inspiration and critical analysis of your ideas. Assemble a group of individuals from different disciplines to increase your pool of thought. Every idea you generate should be able to achieve the objective designated in the creative brief. 2) Ideate Around the Brief After your idea is vetted, begin creating your content. Create a timeline to guide the process, and decide whether you’ll use internal resources or outside vendors or freelancers. This phase may require research, source materials, outlining, copywriting, or scripting, depending on the type of content you are developing. Make sure content is approved by required teams at each stage. 3) Craft Your Content XIII BLOG SLIDESHARE SLIDESHARE INFOGRAPHIC GRAPHIC BLOG BLOG GUEST POST 12,000+ VIEWS (SLIDESHARE FRONT PAGE) DIVISIBLE CONTENT RESULTS FOR EVERYTHING YOU NEED TO KNOW ABOUT VISUAL CONTENT 2,000+ SOCIAL SHARES (INC, HUBSPOT, ETC.) 9,000+ VIEWS (HUBSPOT, SLIDESHARE FRONT PAGE) 4,000+ SOCIAL SHARES (INC) 15,000+ VIEWS (INC, SLIDESHARE FRONT PAGE) INFOGRAPHIC SLIDESHARE 10 TIPS FOR DESIGNING EFFECTIVE VISUAL COMMUNICATION
  • 10. jritchie@columnfive.com 949.614.0759 @columnfive To learn more about how Divisible Content can help achieve your marketing goals, contact us.