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Microcontent: What It Is and How It Can Help Your Marketing

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Microcontent hasn’t really found its legs in the financial services industry. We think that’s going to change.

Microcontent is primarily visual content distributed on media such as a blog, Facebook or LinkedIn to bolster your content efforts and draw your audience’s attention toward a more robust piece of content. These may include in-depth whitepapers, infographics or a new video on your website.

What sets microcontent apart from other types of content? It’s short, “snackable” and relatively cheap to produce.

Microcontent is:

While this isn’t a complete list, the key types of microcontent include:

  • Charts
  • Diagrams
  • Facts and figures
  • GIFs
  • Graphics
  • Illustrations
  • Images
  • Quotes
  • Tips

Related: 8 Tips for Delivering Your Portfolio Manager Commentaries Faster

What’s best for financial services?

Financial services marketers tend to use charts, graphs and tables in their materials. But these tools are used a lot, and your content may lose its impact among the vast amount of charts, graphs and tables that are already out there.

It’s good to look beyond these forms of microcontent when you can. Some types of microcontent that we think are ideal for the financial services industry include:

  • Images are a great way to capture your audience’s attention (think about taking elements from larger, more detailed infographics)
  • Quotes are always eye catching. If you use quotes, don’t forget to use compelling and complementary images or graphic designs to draw more attention to them
  • Tips that help people excel at their job and life will always be near the top of the sharable content list

From a production standpoint, the best thing about microcontent is that it’s relatively quick to produce, so you can experiment a little more than you would with lengthier or more costly content. This can be a huge benefit for content teams that are stretched to the limit.

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