Micro Vs. Macro Content: Which Is The Best For Your Site?

The term content strategy is about the management of pretty much any tangible media that you can create. It can be written, visual, downloadable or in any form that effectively conveys a message. It is an extremely vital component of your overall marketing plan that constantly depicts who you are and what expertise you bring to your industry.

A sound content strategy benefits people on both sides of your brand’s product; those who are figuring out what their main challenges are and those who are already using your product to counter these challenges. Your content reinforces the solutions you are marketing and ensures that your clientele comprises of qualified users of your product.

Your competitors are likely to have a similar product or service, which means your potential customers need to know the reasons that make your products better, or at least different. This is exactly why content development is crucial for businesses that want to survive in today’s competitive markets. The real beauty of content development is how it proves why your business is worth listening to and why end users should choose your products instead of your competitors.

There are numerous formats to create content and likewise, there are different channels for publication of your content. There is a wide variety of channels which popularly include your website, blog and social media properties, such as Twitter and Facebook.

In the present era, content strategies prevent clutter by managing and manoeuvring content from a topic standpoint. When planning a content calendar around topics, you can visualize your brand’s identity and message. This is precisely the reason why this form of marketing helps business to prepare and plan for reliable and cost-efficient sources of website traffic. For instance, if you can create just one blog post that can attract a steady stream of organic traffic through an embedded link to an e-book or a free tool, this will generate substantial leads for you with the passage of time.

Types Of Content Strategy

Content strategy is the creation and delivery of relevant marketing copy to an audience. Inside this strategy, there are different types of content with each type having a preferred channel (such as a blog or social media) where it works best. The two main types of content are that strategists use in their marketing plan are Micro and Macro Content.

1. Micro-Content

As the name indicates, this form of content marketing is about dealing with minute aspects. It means your content should be short, authentic and mind catching. The idea behind this ingredient of content strategy is broadcasting the brand’s values and products in a way that viewers can grasp at a glance, as they scroll through their phones. Mobile usage is at its all-time high, a perfect time for marketers to tap this segment.

The idea has been around for a while, but the advent of new social media platforms has taken the concept to new heights. The beauty of micro-content is not only its swift and normally inexpensive mode of marketing, but it can be consumed in small volumes by a set population with an ever-shrinking attention span. In the recent past, experts have concluded that our attention span is even less than that of a goldfish, at only eight seconds.

The number of time consumers will spend perusing your content is shrinking, which means you have less time to make an impact and hence your content needs to be engaging and eye-catching. It enables you to enhance your reach in order to tap your audience with your message, albeit in a shorter form.

i. Use Of Photographs

This is another effective option to get your customers and the public into the picture. The key is to provide interactive images that enunciate the brand's message. Offer Factor is an online entity that has done considerably well when it comes to the use of high-resolution images to broadcast the brand’s persona and message. It is a fashion online store that has played a role in updating their customers about the latest happening by posting regular blogs and fascinating content.

ii. Micro-videos

It is a growing trend to extensively use videos to convey the message of a brand. People do react positively to videos that instigate their emotions. This is proving to be a great tool to stay in front of your audience.

2. Macro Content

Microcontent encompasses tiny bits of information while a macro is the exact opposite of it. Macro content may seem counterproductive, solely given the reasons that micro-content is so crucial. However, it is still considered to be a crucial piece of the content marketing puzzle.

There has been a general underestimation of macro content. Even in today’s digital world, there are firms who ignore this form of marketing. Despite our waning attention spans, we still have sufficient time when we want and need-deeper and more expansive pieces of content. We could be killing time while our significant other is busy in the utility store or riding the subway.

You can find macro content in:

• Websites
• Blogs
• Emails
• News
• Mobile Applications

The above channels of usage for macro content indicate that there is considerable space to work with for e-commerce businesses to formulate a winning plan. The plan that can help the firm understand the demographics of the target audience, and match their sets of needs and wants with their offerings.

Quick Recap

With content marketing, e-commerce businesses work with the topics that best match their business areas and showcase themselves as trustworthy sources of information and entertaining storytellers. The premier quality content facilitates brands to distinctively familiarize new customers with their superior offerings. Micro and macro content have proven to be an instrumental tool in capturing customers. The efficient use of content marketing tactics significantly helps firms in tapping the target market, meeting the goals, and prospering the business.