Momentum - Business to Business Online Magazine MOMENTUM November 2019 | Page 14

MARKETING
DEVEN BHAGWANDIN
Digital Marketing Specialist
Empire Creative Marketing
www.empiread.com
Why Your Brand Needs
Awesome MICRO-CONTENT
Immediately
I
f “content is king”, then micro-content is the throne
your brand sits upon. Content is what we in the
marketing community think about a lot. Whether for
social media, blogs or a website, we’re constantly
trying to come up with ways to help you appeal to
potential clients.
That’s where micro-content comes in. Users combine
social media and information they search for on the web
and micro-content allows you to touch them at every step
of their buying journey.
What is Micro-Content?
Micro-content is short content that can be skimmed
quickly. It’s used to keep your brand in the minds of users.
It comes in the form of a social post, image, info-
graphic, audio or video clip. The type depends on which
platform you’re on. Text is great for Twitter. Images
are perfect for Instagram, Facebook, and LinkedIn.
Video works for all platforms and we recommend you
incorporate video to help you define your brand identity.
How to create micro-content
Whether you’re creating micro-content yourself or
you’ve hired an agency, remember the majority of users
will probably engage with your brand from their mobile,
so think mobile-first.
Types of micro-content
Keep it simple. When it comes to your brand, make
sure you don’t look bad, but don’t overthink things so
much that you miss out on an important moment.
If you see something that
pertains to your brand, post it.
An image, a few words of text,
and a link to a relevant page
are all you need.
If you’re walking into a
presentation or a seminar,
snap a selfie and let people
know where you are and
where they can go to find
more info.
It doesn’t require much
thought. It’s just a high-value,
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inexpensive, and easily implemented form of content
users can digest quickly.
Micro-content writing
Twitter, LinkedIn, and Facebook are great for text.
If you really want your micro-content to be noticed,
include an image. Users are scrolling quickly so you need
something to encourage them to stop and read.
Micro-content video
Video is the perfect branding content. Short video
clips of fifteen seconds or less will automatically play
when they appear in a user’s feed. If you can get your
message across in that amount of time, your video
will highlight your brand and capture your audience’s
attention.
Using micro-content
With a strong brand and marketing strategy, you can
pair your micro-content with longer content to create an
experience that is beneficial to your customers.
When creating your micro-content, keep your brand
in mind and just have fun. Your clients want to know
they’re involved with real people. Use micro-content to
show you’re an authority on your subject and that you’re
trustworthy.
You don’t have to be salesy. That gets annoying and
causes them to ignore your content. Use micro-content
to create conversation, engagement, and credibility. Let
your website and landing page handle the “pitch” for
you.