Less is more, especially when it comes to writing high-impact content for your non-profit organization. Intelligent use of microcontent helps your readers scan content more quickly and easily, improving retention and driving action. If you’ve gotten into the habit of creating a wall of text in your efforts to explain and enlighten, consider the following points about the value of shorter, more digestible content.


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Microcontent Defined

Marketing content creators define microcontent as short bits of content that make their points clearly and effectively even when removed from a larger context. It plays a critical role in modern social media marketing by improving the reader’s UX (user experience).

Key Microcontent Elements

Any short, pithy chunk of text can count as microcontent. In the social media world, microcontent commonly takes the form of:

  • Titles: The title of a post lets readers know what to expect in just a few words. A compact, focused title helps your audience understand your intention immediately while also jolting their attention with its energy and force.
  • Headers: Headers (also called headings or headlines) guide the eye quickly to a particular section of interest, giving readers the chance to skip other material that might not apply to them directly. They also help to break up the page for less fatiguing reading.
  • Taglines: Taglines can express an entire brand with minimal verbiage. Nike’s “Just Do It” and Apple’s “Think Different” make an immediate impact while also conveying the core of the brand’s philosophy.
  • Summaries: Think of a microcontent summary as the least your reader needs to know about an associated post, presenting just enough key data to make them dive into the post’s body.
  • Stacks: When you post multiple pieces of microcontent that naturally enhance and point toward each other, you’ve made a stack. Stacks help you make your point while keeping each bit of microcontent concise.

Why Microcontent Matters

In today’s hectic, mobile, attention-challenged world, people simply don’t have the time or desire to linger over lengthy articles or explanatory passages. More and more people absorb information on the fly, using mobile devices. You have maybe a few seconds to snag their attention and hold it, while also making it as easy as possible for them to grasp what you’re telling them.

That’s where microcontent comes to your rescue. This approach to content creation and distribution can help with:

  • Scannability: The ability to scan a few chunks of content easily makes all the difference for users of small mobile devices.
  • Comprehension: Content that never gets to the point won’t keep readers on board for very long. Small, digestible bits of media help you cut to the chase and keep your audience engaged.
  • Shareability: The smaller a piece of content, the more easily members of your target audience can share it over social platforms. You can maximize this benefit by optimizing your own social media channels or website for fast, simple sharing. Microcontent Style Preferences

Effective microcontent calls for a style that suits the minimalist presentation. Focus on short words, brief sentences, clear ideas, and simple themes. Make sure that each piece of microcontent makes sense as a standalone thought.

It’s a small world, after all, at least where marketing content is concerned. Put microcontent to work as part of your people-first marketing content strategy!

 

Further reading and resources:

  1. How to Work More Microcontent Into Your Marketing Efforts
  2. Headings Are Pick-Up Lines: 5 Tips for Writing Headlines That Convert
  3. How to Create an Effective People-First Content Strategy