Most of us are aware of the importance of content marketing, and how the average Joe can produce content (blogs, videos, social media posts) to stimulate and engage an audience. But what about the term ‘micro-content’? What does it mean and why should content marketers spend their valuable time on it?
What is Micro Content?
Micro content is a small, quickly digestible piece of content like a meme, quote, or short video snippet, catered for posting on specific social media sites. Micro content is made by taking long-form ‘pillar content’ (like a long vlog, or a keynote speech) and chopping it up into micro content.
Micro Content Can Be
Photos of quotes
Short video snippets
To really understand micro content, you need to visualize how it works together with pillar content. In the diagram below, you’ll see the content machine always starts with long-form pillar content.
In essence, you’re extracting small, digestible video snippets, memes, and quotes catered to specific social media channels, all from one major ‘pillar’ source of content.
Micro Content Examples
These public figures and pages have mastered the art of turning pillar content into micro content:
Why Spend So Much Time Making Micro Content?
Here’s an analogy: Let’s say you visit an Italian restaurant, you wouldn’t want to be served Chinese food, would you?
Same thing for the content marketing world, you want to serve content catered to the social networking site you’re posting to. Catering to each channel (LinkedIn, Snapchat, Instagram, IGTV) instead of just posting the same video or photo on every platform will drive higher engagement from your audience, and in turn make your brand seem like it TRULY cares about what its online audience sees, thinks, and feels about.
Once you can achieve that, your power and influence as a brand will have a greater impact and be able to reach more people.