For me, atomisation (Atomization) is a Web 2.0 concept where the content on a site is broken down into smaller fundamental units which can then be distributed via the web through links to other sites.

Atomisation traditionally means fine particles of powder or liquid, but I like the idea that the content on a website can be broken down into smaller components and then can be released onto the web where they can be aggregated together with other content to provide content and services valuable for other site owners and visitors.

Any type of content that makes up a site can potentially be "atomized", so news stories or features in different categories or information on new product releases are all examples of atomized content which can be syndicated to other sources.

This concept of syndicated content is certainly not new on the web or traditional concept, but the reason I like the atomisation concept is that site owners need to think more beyond their own sites and how they can "sweat their content assets" by making them available to other sites.

The creation of widgets and gadgets for use on third party sites and the distribution of content via syndicated RSS feeds are the best examples of atomization.

As my post on widgets explains, the benefits of widgets are similar to online display advertising, i.e.

• increase reach through third-party sites
• relatively low cost exposure making use of existing assets
• engage visitors with brand - particularly useful for products which are launched which require an increase in awareness.
• can assist with Search Engine Optimisation through links back to site.
• encourages links back to sites.

The small units of content contributed by participants within a social network can also be considered atomization.

What atomisation means for site owners

Site owners need to think through how they can:

One. Provide content RSS feeds in different categories through their CMS. The BBC has done this well for years with their feeds effectively providing tens of thousands of newsletters or their site at the level of detail or granularity to support the interest of their readers, e.g. separate feeds on:

• Sport
• Football
• Premier League football
• Individual team

Two. Separate out content which should be provided as a data feeds of new stories or statistics into widgets on other sites. Example - the recently launched UK retail statistics widget dasbhoard for iGoogle

Three. Develop web services which update widgets with data from their databases. A classic example is the justgiving widget where Money raised by a donor is regularly updated.

Four. Create badges which can be incorporated within blogs by their fans or advocates. The membership body, CIPD does this well through their link to us programme

Five. Whether widgets or feeds from other companies can be included within their content to provide value for their users

What do you think - do we need the atomisation concept - there is very little substantial about it on the web - just passing comments on blogs - hence the reason for this blog.

Do you have any more examples - please add what you think or examples below.