What is micro content and how can you use it effectively on social media to engage your audience with your long-form content?

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Shrink, shred &
share
How to be social with micro content
11 October 2013
Pieter Vereertbrugghen, Cypres
twitter.com/PieterVereert

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Towards a more social Internet
250.000 sites — 45 000 000 global users
Published
content
User
generated
content
WEB 1.0
The mostly read-only web
1996

3. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM
Towards a more social Internet
250.000 sites — 45 000 000 global users
Published
content
User
generated
content
WEB 1.0
The mostly read-only web
1996
634.000.000 sites — 2 400 000 000 global users
WEB 2.0
The widely read-write web
Published
content
User
generated
content
Collec've
intelligence
2012

4. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM
Towards a more social Internet
My feeling is that, although at this moment the
amount of user generated content might be lower
than the amount of published content, the impact of
user generated content is higher then the impact of
published content.
This impact is one of the reasons that companies
without some kind of user generated content really
should think twice.

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The use of social
networking sites
continues to rise
on all devices

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Time spent on Social Networks Sites
June
2010
June
2013
50,434
19,850
70,284
59,237
96,360
15,320
170,917
+17%
+385%
N/A
+143%
Million of minutes

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YOU CANNOT BE
SOCIAL WITHOUT
CONTENT

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Source: The New York Times

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Content comes in different formats
Long-form content
⤫ Articles
⤫ Blog posts
⤫ Ebooks
⤫ Podcasts
⤫ Presentations
⤫ Press releases
⤫ Product information
⤫ Reviews
⤫ Videos
⤫ Webinars
⤫ White papers
⤫ …
Micro content
⤫ Abstracts
⤫ Apps
⤫ Comments
⤫ Diggs
⤫ Infographics
⤫ Likes
⤫ Photos
⤫ Polls
⤫ Ratings
⤫ (Re)tweets
⤫ Short videos
⤫ SMS
⤫ Updates
⤫ Widgets
⤫ …

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Web 1.0 meaning of micro content
(Jakob Nielsen, 1998)
Small phrases
⤫ to indicate the content of a web page (headlines, subheads, …)

11. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM
Web 1.0 meaning of micro content
(Jakob Nielsen, 1998)
Small phrases
⤫ to indicate the content of a web page (headlines, subheads, …
⤫ for display ‘out of context’ in search result lists, bookmark lists, …

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MICRO CONTENT 1.0
WAS ABOUT
INFORMATION ON
PAGES

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Web 2.0 meaning of micro content
(Anil Dash)
Small phrases with their length dictated by
the constraint of
⤫ a single main topic (>a piece of information ,≠ pages)
⤫ the physical and technical limitations of software and devices

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Web 2.0 meaning of micro content

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MICRO CONTENT 2.0
IS ABOUT PIECES OF
INFORMATION

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Why micro content now?
Because we are living in a world of
Information overload + ambient connectivity + microdevices

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Why micro content now?
Pa/
Maes
on
TED
Talk
—
6th
sense
h9p://www.ted.com/talks/pa/e_maes_demos_the_sixth_sense.html

18. ⤫ You don’t need to be a professional writer
⤫ It only takes 15 minutes a day
⤫ It can still drive inbound leads and benefits
CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM
Why micro content now?
Easy part of content marketing

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MICRO CONTENT &
LONG-FORM
CONTENT ARE
COMPLEMENTARY

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Long-form content is the main dish
Great for:
⤫ offering deep value
⤫ establishing thought leadership
⤫ building a serious reputation

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Micro content is the appetizer
Great for:
⤫ grabbing attention
⤫ driving traffic to your long-form content
⤫ engaging and being agile
⤫ maintaining relationships
⤫ promoting utilities (not your company)
⤫ instant (short) information

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Some ways to use micro content
⤫ Tweet my blog post
headlines or subheads
(with a call to action).
I use it to:

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Some ways to use micro content
Post comments in business groups (f.e. LinkedIn)
⤫ Be part of Q&A groups
⤫ Give answers with my keywords and CT to our website
I use it to:

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Some ways to use micro content
⤫ Advertise on
social sites
f.e. LinkedIn
I use it to:

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Some ways to use micro content
⤫ Tweet tips for micro learning
⤫ Post images and links from your blog posts as status
updates
⤫ Promote long-form (written) content or tweet tips with
micro videos (vine.com, keek.com,…)
You can also use it f.e.:

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Some ways to use micro content
There are a lot of tools that help you create and manage your
micro content:
⤫ Use Buffer.com to schedule your tweets for the best
possible time throughout the day
They will help you…

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Some ways to use micro content
There are a lot of tools that help you create and manage your
micro content:
⤫ Use Buffer.com to schedule your tweets for the best
possible time throughout the day
⤫ Create and share quotes from
your long-form content as images
(using PushQuote, ShareAsImage,…)
They will help you…
Once you realise
that content is a
strategic asset,
you’ll want to
assess its quality.

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Some ways to use micro content
There are a lot of tools that help you create and manage your
micro content:
⤫ Use BufferApp.com to schedule your tweets for the best
possible time throughout the day
⤫ Create and share quotes from your long-form content as
images (using PushQuote, ShareAsImage,…)
⤫ Use binkd.com to organize a Twitter polls, contests,… to
build buzz and increase brand engagement
⤫ …
They will help you…

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What is your micro content strategy?
Some questions to ask yourself (or Cypres)
⤫ How will you use micro content to promote your
long-form content?
⤫ Do you have macro content that you can
unbundle?
⤫ Which micro content platforms are your audience
members using?
⤫ Who in your organisation can create micro
content (think outside communications
departement, please)
⤫ What is your visual micro content strategy?

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