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01/09/21 Emily Welham

Harnessing the power of micro content

In a noisy and competitive online world, getting your content in front of people has never been more important for businesses to guarantee growth. With so much to say and so many options of where to say it, how can you be smart with your content? 

People don’t always have the time or attention span to get into a lengthy piece of content. Breaking it down into small pieces of micro content instantly makes it more digestible and engaging - think visuals like infographics, short video clips, illustrations and GIFs that are quick, captivating ways to format your content. 

It’s an effective way to tell your story to different audiences at the same time, keep them interested and most importantly, make it easy to remember.


What is micro content?

Micro content conveys snippets of information that answer a specific question or leave an impression on the audience in a short period of time, which is entirely necessary for today’s audiences. Reimagine each major piece of content twenty different ways and get more out of your content than just the one finished article. You need to rethink it in different formats, adapt it for specific platforms so that it's contextually relevant and is speaking to the right audience.

Brand videos can be trimmed down into multiple short versions to generate buzz on social media. Similarly, a blog post can be repurposed as micocontent by pulling out the digestible bits and using them in tweets and Facebook posts. Schedule content cleverly - make it so every Wednesday you post a particularly useful snippet of information like a focussed paragraph from a previous week’s blog post.

Used on social media it can help to promote larger assets. If you’ve recently written a compelling new case study with some really exciting graphics - post one of the more engaging pictures on LinkedIn and link to the full downloadable asset. Sprinkle your content widely - use multiple channels and platforms to deliver your content. As will any content - make it shareable, always encourage readers to share your content wherever they are.

The purpose of micro content

The aim is to produce work that looks good, and works hard to get your brand message across effectively at the same time. This way of creating micro content is a great way to guide your audience further down the funnel - initially the goal is to help them learn more about your business and products with the view for them to convert down the line.

Types of Micro Content

Graphics/Infographics

If you’ve got a recent, really informative case study or white paper - displaying the information in a condensed infographic is a great way to reformat content.

Graphical Micro Content

Micro Video Content

Turning longform video content into highlights can be a great hook to engage users and push them towards your site. P.S Including subtitles will allow you to grab attention even if audio is muted.


Reformat for new platforms

Use existing video content and turn it into fun micro clips to tell stories on TikTok, just remember when you repurpose content to make sure it fit the platforms native style (e.g. portrait on TikTok)


GIFs

Go through the bank, find key moments and turn them into GIFs. We’ve managed to rack up over 95m views on the platform, a great tool for brand awareness. Plus, the effort required to turn videos into GIFs is very low.

These smaller pieces of micro content are nuggets dotted all over that demonstrate the value of what you have to say. Increasing the chances of someone taking the time to read the full article, click on your website in a list of SERPs or just continue coming back to you as a source of useful and engaging information.

The point is that micro content plays an important role in your content marketing strategy. It’s that crucial first step to creating a relationship with your target audience.