The Importance of Micro-Content in a Long-Form Content World
Those in the content marketing industry understand the value of long-form content. Search engines and customers love in-depth content, making it an obvious choice for content marketers. While long-form content tends to rule the content marketing domain, the true MVP is micro-content.
BuzzSumo defines micro-content as “any type of public or published content delivered in a bite-sized quantity.” Anything from a social media post to a single email marketing message can be considered micro-content. It’s a vital way to capture the attention of an audience and bolster campaigns.
Our attention spans are decreasing, and it’s no wonder. An astronomic number of screens and content call for our attention daily. The average human attention span in 2000 was 12 seconds. Canadian researchers determined in 2015 that the average human attention span had fallen to eight seconds — less than that of a goldfish (nine seconds).
With this in mind, marketers need to create easily consumable content. Micro-content is often called “snack size” or “bite-size” content. These nuggets of information can quickly communicate a message without requiring extensive effort from the user.
Marketers use micro-content such as images, short videos, or snappy headlines to spark the curiosity of a user. This curiosity, in turn, drives traffic to your website or to a larger piece of content with a click. Although long-form content can attract a user, its length and depth tend to steer users away unless they are truly invested in the content/brand.
Long-form content is often used later in the sales funnel once the micro-content has gained notice and convinced the user to click, subscribe, or sign up.
Part of a Larger Goal
Often, micro-content is used as part of a larger content series. For instance, it could be a series of eye-catching, relevant images with a link directing users to the campaign website. Or a quick teaser video hints at the release of a new product to garner interest from your target audience.
Let’s say you’ve created an eBook for your brand. This eBook provides vital information about a topic aligned with your audience’s interests and your company’s offerings. You could promote the eBook as a standalone piece of content, but this tactic would only get you so far. You’ll eventually reach peak download level.
By leveraging micro-content, you can increase the chances of your content being seen by more individuals. To promote this hypothetical eBook using micro-content, consider creating the following:
- Social media images containing quick, shareable snippets from the eBook.
- A short video detailing how the eBook will benefit users.
- Infographics related to the eBook topic with fast, shareable facts.
- Standalone emails informing subscribers and audience members about the eBook.
- Personalized eBook download invitations to loyal customers.
- A series of short but valuable blog posts discussing topics that are similar topics that of the eBook.
When you use micro-content as part of a larger campaign or piece of content, you effectively improve your chances of meeting your marketing goals.
Micro-Content Requires Exceptional Creativity
Considering that micro-content has mere seconds to grab and maintain the attention of a potential user, exceptional creativity is required. From the copywriting to the execution, every aspect of it must speak to the audience and convince them to take the next step. Fail to do so and it’s just another piece of noise on the Internet.
To ensure that your creative is on point, use these quick tips:
- Use concise copy.
- Ensure all design elements are aligned with your audience’s preferences.
- If using interactive micro-content, make sure it functions properly before going live.
- Make your micro-content easy to share.
One of the most well-known examples of micro-content is Buzzfeed’s Tasty recipe and food videos. These quick yet drool-worthy food videos reel audiences in by the masses. These short pieces of content make audiences want to learn how they, too, can make these recipes, so they click over to Buzzfeed’s website for the answer.
As you can see, micro-content is the key to successful content marketing. While long-form content has its place in the content marketing kingdom, be sure to leverage micro-content to drive the best results.