Microcontent: what it is and how it can help your marketing
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.
What’s microcontent?
While this isn’t a complete list, the key types of microcontent include:
- Charts
- Diagrams
- Facts and figures
- GIFs
- Graphics
- Illustrations
- Images
- Quotes
- Tips
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.
If you want to boost your marketing efforts, this is the perfect time to start producing microcontent. Contact us today at 1.844.243.1830 or info@ext-marketing.com to learn how.
Monday morning briefing – September 23, 2019
A bitcoin yield fund for the high-net-worth. Private equity and venture capital outperforming public equities. Why international co-operation is needed to combat cybercrime. And much more in this week’s briefing.
Economic/industry news
The Fed reduced its central interest rate: Fed lowers interest rate by a quarter-point, and is open to the idea of more easing
Canadian inflation rate was 1.9% in August: Canadian inflation slows to 1.9% on lower gas, vegetable prices
The BoE held its Bank Rate steady at 0.75%: Bank of England holds rates, warns another Brexit delay could hurt economic growth
The BoJ kept its key interest rate at -0.10%: BOJ keeps policy steady, signals chance of easing in October
A look at how liquidity affects an ETF’s trading costs: Why liquidity matters in ETF cost minimization
Does the value of benchmark data justify the cost?: Fund managers seek more insight from benchmark data
News and notes (U.S.)
Hedge fund net exposure at highest level since 2018: Goldman: Hedge fund exposure to stock market at 15-month high
A conversation with Josh Harris on private markets: Apollo’s Josh Harris talks private markets at delivering alpha
PE and VC outperforming public equities: Private equity outperforms and captures institutional flows
Private equity net cash flow was over US$150 billion in 2018: Eight years in the black for private equity cash flows
Vanguard to launch Digital Advisor: Vanguard preparing to offer digital-only robo-advisor
Rockefeller Capital eyes Silicon Valley: Rockefeller Capital buys wealth firm for Silicon Valley rich
The Fed took action in money markets for first time in a decade: Fed intervenes in money markets for first time in 10 years
Looking for more customized target-date funds: Interest rising in active/passive hybrid strategies for TDFs
Mutual fund sales and performance over the past two weeks: Mutual funds scorecard: September 17 edition
News and notes (Canada)
Horizons launches the Horizons Growth TRI ETF Portfolio: Horizons ETFs expands lineup of portfolio ETFs
CI Investments launches ESG funds: CI introduces debut ESG funds
Combining mutual funds and ETFs could be beneficial: Mutual funds and ETFs in harmony
Canada ranks “below average” in fund costs, according to Morningstar: Canada rates poorly in Morningstar survey of mutual fund costs
Foreign investors moving out of Canadian securities: Foreign investors continue to divest Canadian securities
On the pulse – New frontiers in fintech
Five fintech trends to watch in 2020: Five trends shaping fintech into 2020
How to navigate through customers’ fear of open banking: Open banking scares customers, but they want what APIs can deliver
A look at Canadians’ comfort with AI: How Canadians feel about AI in financial services
We’re in the early innings of AI’s impact on the financial services industry: The beginning of the road for AI in finance, the best is yet to come
Building a branch as an advice centre: Transforming branches into advice centers: The long road ahead
How technology is impacting capital markets: Buyers’ brief: Fintech drives capital markets
Why international co-operation is needed to combat cybercrime: Cyber-crime best tackled by international co-operation
Arab Bank launches custody and brokerage services for digital assets: Leading Swiss private bank launches full suite of digital asset services
High-net-worth topics
Family offices incorporating ESG principles: Wealthy families pour fortunes into $31 trillion ESG opportunity
A bitcoin yield fund for the high-net-worth: Wealth manager launches world-first bitcoin yield fund
Polls & surveys – What financials are saying
38% of fund managers expect a recession over the next year (Bank of America Merrill Lynch): Recession fears among fund managers rise to highest level in a decade
Immigration wage gap impacting Canada’s economy (RBC): Immigrant wage gap costing Canada $50 billion a year in GDP: RBC study
Millennials are starting to save early (E*Trade): Young investors are doin’ it for the ‘Gram
For financial marketing and investment commentary help, contact us at 1.844.243.1830 or info@ext-marketing.com.
Advisor communications series: LinkedIn tips
LinkedIn is one of the best social media sites for advisors. Here’s how to make the most out of LinkedIn’s search capabilities and your profile.
Build a robust profile
We’re not talking about hobbies here. We’re talking about your headline, your summary and your experience.
Use keywords that relate directly to your experience and talents, and be sincere. To build your authority, it helps to get a few recommendations as well.
Expand your network, quickly
This is easy and fun. LinkedIn’s algorithm for finding your contacts is pretty good, but there are other ways to grow your network.
Try searching by company. You’ll be surprised to see all the people you may have forgotten to reach out to! Search by your old university as well. Make sure to write a brief personal message when connecting with these individuals, instead of simply using the pre-filled copy.
Follow companies, join groups
You can start with Ext. Marketing Inc. Our followers access informative blog posts, as well as interesting articles about marketing and financial services industry trends.
You should also follow your company and its competitors.
Be selective when you’re joining groups. Choose a few groups that are specific to your job and interests. Get a feel for these groups. Get involved if you have the time. And if you don’t like any of these groups, “unfollow” them and try another. You can join up to 50 groups.
Share ideas and articles
If you find an interesting article, click that “Share on LinkedIn” button and share your thoughts and opinions.
When it comes to sharing your ideas on LinkedIn, make sure you keep them professional. Go ahead and post things that are a little outside your wheelhouse (e.g., if you’re in financial services marketing, why not link to another industry’s creative ideas?).