Micro Content: Definition, Examples & Strategy

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Want to keep your marketing short and sweet? Micro content is where it's at! In this lesson, we'll talk more about what micro content is, how you can work it and take a look at a couple brands maximizing the strategy.

Small But Mighty

What do the words 'microorganism', 'microcomputer', 'microchip', 'microfilm' and 'microcopy' have in common? Yes, they all start with the same prefix of ''micro,'' but they also all represent items that are extremely small to the human eye.

So, it stands to reason that micro content shares a similar form right? But, what it is exactly, and what is it meant for? Let's take a look.

Let's Talk Micro Content

Micro content is just what it sounds like: short bits of content. The idea has been around for a while, but the advent of new platforms like social media and mobile devices has taken the concept to a whole other level.

The beauty of micro content is not only that it's quick and generally inexpensive for marketers to create, but it can be consumed in small bites by a population with an ever-shrinking attention span. Experts have recently concluded that our attention span is even less than the average goldfish, at only eight seconds!

For marketers, that means the amount of time that consumers will spend perusing your content is shrinking, so that content has to be engaging, eye-catching and quick to take in. That's where micro content becomes your best friend: it enables you to reach out to your audience with your message, albeit in a shorter form.

Have you seen any of these types of micro content before?

  • Video clips
  • Top 10 lists
  • Graphics
  • GIFs or memes
  • Cartoons
  • Audio/mp3 files
  • Photos
  • Tips

The great things about micro content is that it's perfect for all types of mediums. You may be thinking about the micro pieces you've seen on social media, but really, they can be incorporated in emails, on websites and through other digital and mobile marketing platforms.

Micro content fits perfectly with the technological age we're in. People are busy, so short is good. And, people are mobile, so micro content fits easily on the devices we carry in the palm of our hand. Keep it simple, concise, eye-catching and strong and your consumers will reward you with views, clicks and shares.

How Does Micro Content Work?

So, if short sounds good to you, it's time to build it into your marketing strategy. Micro content doesn't replace your long-form content, like blogs and newsletters, but consider it as another tool in your marketing toolbox.

Here's some tips for starting to incorporate micro content into your content strategy.

1. Know your audience and target them. Who are you trying to go after and what type of content will engage them? What are their likes, dislikes, beliefs and behaviors? Understanding this is critical to creating micro content that will catch their eye.

2. What's your schtick? What are you good at? Maybe you own a sporting goods store and you're trying to reach a collegiate audience. Think about all of the topics and categories you could turn into micro content, everything from last night's box score to short video clips of your local teams. Pick your strong points and work them.

3. Be useful. How many times a day do you wonder what the weather's going to be like this weekend? Creating a quick graphic with that information can be useful and relevant content to your audience. Consider quick how-to, tips, headlines, quotes - anything that viewers can grab and go on the fly.

4. Be entertaining. Humor is one of the greatest ways to reach an audience and have them look forward to hearing more from you. If you can find a way to incorporate ''funny'' into your micro content, you'll have your viewers paying more attention when you have a longer or more important message to deliver.

5. Repurpose content. Maybe you wrote a blog post that you can condense into a ''Top 10'' list or you sent out an email with a coupon that you can condense into a short video that features the same code. Repurpose the content you can, and even share content from others to round things out.

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