Micro content, I keep hearing this term and thought it’d be useful to explore what it means; why content marketing is evolving and diversifying and what the practical applications of micro content are for marketing.
Essentially, micro content is as it sounds - short form content. Typically low cost, high value content appropriate to social channels. To all intents and purpose it’s social media content.
It’s not that detailed articles or long form, rich content are any less important, it’s simply a case of being relevant to the social media platform in question, and accessible to an ever detached consumer who’s on the move with a low attention span for your brand.
As the world shifts towards mobile devices, and accessing information via social networks on a mobile, micro content becomes a more important and practical form of communicating with customers and prospects. Reading large amounts of text on the mobile just isn’t practical. This is the consumer’s reality now, the rise of short messages through Twitter and Whatsapp, as well visual messages such through Facebook, Instagram, Pinterest, Snapchat. Social media, and so content marketing, has to move with consumer behaviour. The sooner you integrate this into your content marketing strategy, the better, as there are predictions that between 60–80% of your web traffic will come via mobile platforms in only a few years from now
This post isn’t about what social platforms are best for you, here we’re interested in how to integrate micro content into a wider content marketing strategy, the platforms just change the type of content (text, images, video), and how it's shared, maybe even the under-lying nature, no matter - the principal remains the same.
The principal is around what you can do in 15 mins a day to keep in front of your prospects or customers, to be a part of their daily conversation. The commercial output is creating inbound links from social channels and driving traffic, leads and (we hope) business.
Social media, or micro content, marketing is all about designing ways to keep your brand in front of your prospects and customers, by building trust credibility.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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