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.
Advisor communications series: The end of writer’s block
You’ve been writing your blog and newsletter, and things have been going well. Then it hits you. You feel like you’ve run out of ideas.
Everyone who writes knows what writer’s block is all about: a blank page, the need to do anything else, and a growing sense of insecurity. Writer’s block comes out of nowhere … and you can’t predict when it will go away.
Here are a few handy ways to make writer’s block a thing of the past.
Carry an idea journal
If you’re going to be a reliable source of content, use an idea journal to store your ideas before you forget them. After work today, go out and buy a notebook. It can be a stylish Moleskin or a tried-and-true Hilroy. Just make sure it has space to write down your ideas when they pop into your head, no matter how odd they may seem at the time.
We get our best ideas when we’re nowhere near a computer. We got the idea for this article while walking to a client meeting.
Check in with your Twitter feed
This is highly counterintuitive because social media is rarely mentioned as a way to be more productive. There are, however, millions of writing ideas dropping through your Twitter feed right now. Reach out and grab one.
There are ways to refine what you’re looking at on Twitter. First, create a private list of your competitors and see what they’re writing about. Now build off or analyze the ideas behind something they’ve shared.
Second, turn to specific people who have great ideas and see what they’ve done recently. Now write your take on an idea of theirs. Just make sure you have an original take.
Seek the opinion of your clients
Asking your clients for topics they’d like you to cover acts as a good touch point, plus their feedback will provide many ideas for future posts.
There are a few ways you can ask: face to face or by personal email, SurveyMonkey, blog post or social networks like Twitter and LinkedIn. Pick one or two and see if they work for you.
Try these strategies and banish writer’s block for good.
If you’re looking for content ideas or tips to become a more effective writer, contact us at 416.925.1700 or info@ext-marketing.com.
An unexpected prescription for advisors with writer’s block
So, you’ve committed to writing a blog or a newsletter and things have been going well. Then one day you feel like you’ve run out of ideas.
You’ve contracted a case of writer’s block and the symptoms are unmistakable: a blank page, the urge to do something – anything – else, insecurity.
Have no fear. Writer’s block is no big deal if you’ve got the right prescription, and here are three things that you can do immediately:
Check in with your Twitter feed
This is highly counterintuitive because social media is rarely mentioned as a way to be more productive. But there are a millions of writing ideas dropping through your Twitter feed right now. Reach out and grab one.
There are ways to refine what you’re looking at on Twitter. First, create a locked list of your competitors. If you haven’t created one yet, make one today and see what they are writing about. Now build off or critique the ideas regarding something they’ve shared.
Second, turn to specific people who have great ideas and see what they’ve done recently. Now write your take on an idea of theirs.
Carry your idea journal
If you’re going to be a reliable source of content, an idea journal stores your ideas before you forget them. After work today, go out and buy a notebook. It can be a stylish Moleskin or a tried-and-true Hilroy. Just make sure it has space to write down your ideas when they pop into your head, no matter how odd they may seem at the time.
We get our best ideas when we’re nowhere near a computer. We got the idea for this post while walking to a client meeting.
Seek the opinion of your clients
Asking your clients for topics they’d like you to cover acts as a good touch point, plus their feedback will hopefully provide many ideas for future posts.
There are a few ways you can ask: face to face or by personal email, SurveyMonkey, blog post or social networks like Twitter and LinkedIn. Pick one or two and see if it works for you.
We’ll be writing more about advisor communications in the coming months. Until then, give these three strategies a try – they may be the cure for writer’s block that you’ve been seeking.