As time-starved marketers, it’s easy to subscribe to the notion of creating one message and sharing it across all platforms. But with the evolution of all the channels available to marketers today, this is no longer an option. As a result, micro-content is a hot trending topic amongst digital marketers that we are studying and practicing here at DMA Solutions. We believe that micro-content is a great way for fresh produce brands to work toward breaking through the content-filled digital space and provide content that really matters to the people within your networks. So what is micro-content and how can it help your brand?
Micro-Content is content created natively for the platform it lives on, with respect to the nuances of usage and user behavior.
This definition, published by Gary Vaynerchuk’s company, Vayner Media, isn’t rocket science. In fact, it really is common sense and describes target marketing to its very core. The thing that makes it so special is that most marketers aren’t putting micro-content to work for their brand, at least not in the fresh produce industry. Here is an example that may help put things into more perspective.
If we know that a brand’s community on Twitter largely consists of men of a certain age, then our Twitter approach should involve tweeting and sharing content that is meaningful to this audience. Micro-content is simple, to the point and speaks directly to the needs/interests of an audience. And in terms of elevating a brand, I love the idea of micro-content because it helps deepen the relationship between the customer/consumer and the brand. Here’s how…
Micro-content can help your brand be:
- Relatable
When you know who your audiences are within any given network, you are empowered to deliver content that is meaningful to them. This makes your brand instantly relatable and you can achieve instant connectivity with a targeted group of buyers or consumers.
- Shareable
You’ll know you’ve hit the nail on the head with a piece of micro-content when it is shared by your network. This is something we monitor daily for our social media clients at DMA on a near hourly basis. When our content is shared, we know that we’ve met a demographics’ needs and by doing so, they are encouraged to share the content with their like-minded friends.
- Measurable
Micro-content is easy to measure simply by watching how a community responds to it. If a piece of targeted content is shared, liked or absorbed in a way that expands its reach beyond your network, you are likely meeting a broad need or feeding an interest of your community.
According to Vayner Media, the secret to creating micro-content is in the storytelling that takes place when presenting a brand. In the fresh produce industry, we have good, wholesome stories to tell about the products that we grow and deliver to consumers on a daily basis. From there, we would be wise to understand more details about the consumer that buys our products daily and the one that is tweeting about us on the Internet. When we do this, we win as marketers, brands and as an industry.
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