What is Micro-Content?

Micro-content?

Micro content??

Microcontent???

What is micro-content, and more importantly, how do you spell it? This article will answer at least one of these questions. But, it won’t be on the subject of spelling. For me, it’s micro-content. So, instead, this article will explain the two different uses of the word micro-content, plus examples of micro-content.

What is Micro-Content? : A Definition

Content is anything that an audience can consume visually or audibly. Micro-content is copy, imagery or video content that an audience can consume in thirty seconds or less. That’s the basic definition, but there are two uses for micro-content. The two camps micro-content fall into are:

• Small elements on a website that provide information. Some examples include button text, page header or a photo.
• Stand-alone pieces of short-form content. Examples include; social media posts, micro-blogging, excerpts or abstracts.

Examples of Micro-Content

Here are some examples of micro-content to highlight how it can benefit your website or marketing campaigns.

Web Page Copy & Features

The small parts of the text on a web page are the quintessential example of micro-content. Web page copy can be long-form such as a product description, but micro-content focuses on the structure and navigation. For instance, Micro-copy includes the following pieces of information.

• Page title, meta-description and the URL. They tell users on search engines and your website what to expect when on your site.
• Buttons, headers and links. Using these elements on a page can help users navigate the site, find information quickly, and send them to your desired call to action.
• Design elements. It’s not just about written copy; the design is another aspect of micro-content. For example, you can use colours to highlight important points on a page. Dividers and headers can direct attention. Choosing the position of elements can drive a call to action. All elements of UX could be described as micro-content.

Images and Graphics

Imagery is just as important in conveying messages as copy, perhaps even more so in the case of micro-content. Our brains are visual learners. That’s why it’s usually easier to keep scrolling on youtube than read a book. Images and graphics can provide context, information and concepts in the blink of an eye. Utilising them effectively on your website can improve user understanding and behaviour flow. Here are some examples of visual micro-content.

• Images next to the text. These provide flow to a page and stop the site from becoming difficult to read if there is a lot of text. They can also help you show rather than tell your audience what your company is about. Images provide shorthand information to the reader.
• Icons. These can represent goods and services or indicate a call to action. For example, consider an email symbol or phone icon. If you click one of these graphics, you’d expect to get in contact with someone. Likewise, an icon can showcase information without spelling it out. For example, seeing five stars above a quote indicates quickly that the text is a review and a good one at that.
• Graphics – Not everyone likes to read through long text passages; therefore, graphics can provide important information front and centre. For example, a representation that displays some top stats about your business can be more memorable than if that same stat is written deep in a paragraph.

Videos & Micro-Interactions

Videos are another visual medium that can contribute to your micro-content strategy. As with photos, short videos can provide context and inform the viewer quickly. Micro-content videos can either be stand-alone pieces of content (which we’ll discuss in the next section) or give movement to your website. For example, a micro-video on your website could be used as:

• A background to your web page or banner. A video used in this way can create interest and specific associations with your brand.
• An explainer defines or describes services and goods in an easy to consume format.

Motion, movements or animation within a website are also a way to convey messages. These micro-interactions could be anything that moves on a site. Below are a few examples.

• Hover effects – A change in the style or colour of an element when you hover over it indicates an action or event to users when clicked.
• Animation of blocks or sections. A lazy load function that provides animation when a user reaches a specific section can exhibit they are entering a new area of information.
• Provide additional information – Hovering or selecting an item on a page can reveal more details. These hidden nuggets can delight users. Plus, they can display more information for those heavily invested in finding out more.

Social Posts & Micro-Blogging

As we mentioned in the section above, short videos can be a stand-alone piece of micro-content. This is because social media channels can display short videos to provide specific information to the audience there. This is the same with the vast majority of content on social media. It is short, easily consumed, and conveys everything it wants in less than 30 seconds. Therefore, videos, images and text on a social media platform can all be micro-content. When used correctly, they will drive engagement, visits to your website and/or boost sales.

While visuals and video are the kings of social media, the micro-copy that usually accompanies them is just as vital. Captions, video titles and hashtags could all be considered elements of micro-blogging. The social media channel we associate most with this copy style is Twitter. The short snappy sentences are the epitome of a micro-blog. Social media is essential to the growth of many businesses. So, considering your micro-content use carefully on social media is vital for its effective use.

Text Extracts & Captions

Another micro-content area takes us back to copy. Text extracts, excerpts and captions all provide users with a brief glimpse of what the main content will be about. It’s vital that any description like this is accurate but also enticing. Like search engine results, you want the right people to click on your links. Plus, you want them to find precisely what they are looking for. If you write micro-content excerpts that do not describe accurately, you risk losing your audience straight away. So again, it’s all about adding context and direction.

Creating Micro-Content

I hope this article has helped you understand the different micro-content utilised in your marketing and on your website. Below is a list of crucial things to always consider when producing micro-content.

• Consider where you’ll be posting it and who the audience is.
• Does it add value to your users or viewers?
• Is the message clear and concise?
• Are the visuals or style on brand?
• Is it accessible to as many people as possible?

Creating micro-content can be an enjoyable process and provide your company with a great personality. If you’d like to discuss your content marketing strategy, including micro-content, contact me today. I offer one-to-one consultancy as well as implementation services.