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HOW TO MAXIMIZE PUBLISHING WITH MICROCONTENT
To kill it in content marketing, you need a diverse content mix: high-value evergreen content to educate your core consumer and high-impact, real-time content that entertains, educates, and builds awareness. The problem is that these approaches are often at odds. How do you grab the attention of your audience with real-time content when your resources are invested in foundational pieces? One proven way is through the use of microcontent. Microcontent is a ﬂexible approach that empowers you to produce relevant, real-time content that extends your brand’s reach, enhances your content marketing mix, and engages your audience—without breaking a sweat. No joke. HIGH-VALUE EVERGREEN CONTENT IDEAL CONTENT MIX HIGH-IMPACT, REAL-TIME CONTENT I
WHAT IS MICROCONTENT? Microcontent is any type of visual content that can be shared on owned properties such as social accounts, blogs, or newsletters. Think of it as an appetizer of small items extracted from larger content to entice viewers, or a steady serving of snack-sized pieces created to supplement your larger content mix. Microcontent can take many forms. FACTOIDS ILLUSTRATIONS QUOTES
IMAGES CHARTS TIPS DIAGRAMS MINIGRAPHICS GIFS
WHY CREATE MICROCONTENT? Microcontent is an approach to producing a high volume of original content. In a real-time world, working ahead of the curve is more important than ever. With microcontent, not only can you contribute to the conversation, you can own it. Whatever your goals are, creating content in smaller pieces helps you. PUBLISH CONSISTENTLY Viral videos, e-books, and infographics are great, but most brands don't have the resources to produce them often enough to build momentum. Your audience craves a steady stream of interesting, engaging, and educational content. Because microcontent is easy to produce, you can publish more original, news-oriented content at a high frequency. A minigraphic, created by Column Five, published on social media during Super Bowl XLIX. A piece of microcontent in the form of a Gary Vaynerchuk quote.
INCREASE SHAREABILITY ADDING VISUALS TO YOUR SOCIAL CONTENT INCREASES ENGAGEMENT. Microcontent is primed for sharing on social platforms, whether as standalone pieces or to promote other content. While many social users may not want to share lengthy white papers, they are more likely to tweet interesting statistics, inspiring quotes, or funny GIFs. Microcontent is a great way to engage your audience and extend your brand’s social reach quickly. PERCENT INCREASE IN RETWEETS WHEN YOU ADD: 35% 28% 16% 17% 19% Hashtag Number/ Quote Digit Microcontent is ideal for sharing across platforms. See the same graphic shared on Facebook and Twitter. Video Photo
GET MORE VALUE Creating a steady stream of content is an enormous challenge that requires time, money, and energy. Microcontent is efficient and economical in many ways. It’s a lean approach that takes minimal design time, allowing for quick turnaround. It can also be created from existing pieces, helping to extend the life of your evergreen content.
TAILOR CONTENT TO DIFFERENT AUDIENCES Microcontent takes less time to produce, which means you can invest more time in targeting content to different audiences. Whereas a comprehensive study may seem too dense to market to a general audience, tailored microcontent helps provide points of entry for different demographics. MARKETERS BLOGGERS DESIGNERS
MICROCONTENT CAN HELP YOU: SHOW OFF BRAND PERSONALITY Think employee quotes, life hacks, and behind-the-scenes photos. EXTEND THE LIFE OF CURRENT CONTENT Tailor excerpts and tips to different audiences. JOIN A NEWSWORTHY CONVERSATION Find statistics and pieces from content related to a news topic. ADD A DEEPER LAYER OF STORYTELLING Use quotes, data visualization, images, etc. ENGAGE WITH CONSUMERS Ask or answer a question. PHOTO OVERLAY
HOW TO CREATE MICROCONTENT Microcontent is easy—and, dare we say, fun—to produce. Once you start noticing it, you’ll see potential sources everywhere. To begin, consider these two approaches. AND CREATE NEW PIECES REPURPOSE OLD CONTENT
CREATE NEW PIECES As you go about your day-to-day, keep an eye out for things that could be turned into a compelling piece of microcontent, such as: NEWS ARTICLES SOCIAL TRENDS PHOTO OPPORTUNITIES MEMES QUOTES INTERNAL SOURCES DATA IS ESPECIALLY POWERFUL AS MICROCONTENT. Visualization increases the appeal, comprehension, and retention of your data—and its overall impact. When you see a relevant stat, consider how it might enhance your content mix, whether added to an article to support an argument or tweeted to promote a case study. PHOTO OVERLAY
REPURPOSE OLD CONTENT Not feeling inspired? Comb through your existing assets. CASE STUDIES INFOGRAPHICS E-BOOKS BLOG POSTS Q&A/INTERVIEWS WHITE PAPERS CONSUMER SURVEYS/DATA
CONTENT PILLAR PUBLISHING Whether you’re creating new pieces or repurposing old content, consider the content pillar approach. It’s a lean and efficient way to get the most mileage from your major pieces, fueling both inbound and outbound channels while communicating the right messaging. Here’s how it works. 1) CORE CONTENT Identify a key theme around a substantial asset that’s focused on your buyers’ interests. Think e-books, white papers, research reports, decks, etc. 2) BLOG CONTENT Break apart individual elements from your pillar and use them as derivative assets to create a content cluster for publishing through various channels. Think blog posts, infographics, slideshows, etc. 3) MICROCONTENT Create micro-content pieces from the derivative assets to drive to the core pillar content or other assets. Think videos, blogs, social graphics, emails, etc.
Almost anything has the potential to be microcontent, if you think visually. Sometimes the best material is the stuff that makes you pause: an image, statistic, or quote. You might be surprised at how much microcontent you can make from a single piece of content.
MICROCONTENT FROM THIS E-BOOK
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