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Utilizing Microcontent For Branding And Social Media Efforts

Utilizing Microcontent For Branding And Social Media Efforts

Today´s fast-paced business, internet and social media environment has forced a number of companies to strategically target customers differently. If you haven´t noticed lately that on social media platforms (Facebook, Twitter, Pinterest, LinkedIn, Snapchat, and others) content distributed by brands and marketers has shifted increasingly towards microcontent. In other words, most of the messages they target to their audiences is in short form.

According to Smartinsights.com, microcontent yields a lower cost and is of high value since it’s appropriate for social media networks. To sell to a targeted customer on social media it´s going to require effective execution of your branding and marketing plan. Conforming to a LinkedIn analysis expect more strategies tailored towards compact microcontent visuals including business to business (B2B) and business to consumer (B2C) social selling.

Before taking care of what narrative and tone to use to pitch your products and services it is important to remember some fundamental things to social selling. The first one is to build meaningful relationships and the other is provide authentic messages. Do not just start hard selling, but rather answer questions with the goal of providing value to the social customer. Otherwise you are setting yourself up for total failure and disaster in gaining trust with the masses.

What is the best approach to microcontent? There is never a silver bullet answer, and there will be exceptions for those brands that create that one successful post that goes viral. But Customerthink.com highlights that this category of content is all about a volumes game. To put it in another way, it is not about making a single video or post to arrive at millions of views on the first attempt. It is about content frequency and it will fare better to do 10 small pieces of content rather than place all your efforts into one single post.

Insights and stats on microcontent use

It is safe to say that companies, businesses, marketers, enterprises, and other entities will be betting big on microcontent for the upcoming year. There is an old saying when something or an idea is too complex to explain it is easier to convey it with a single image. To clarify, it means a “picture is worth a thousand words”, so use pictures intelligently and effectively with your targeted audience.

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Get Visual!

    As the above visual demonstrates an image (quote, picture, infographic, and visualization) has larger chances to have a more significant impact than a video, sound or text. In addition, 90 percent of the information transmitted to our brain is visual and 40 percent of people respond better to visual content.

    Elsewhere, marketers have confirmed visual content yields positive results and the use of it increases engagement from a targeted customer by 37 percent. Consequently, the advice is to create original and compelling graphics with your social media accounts whenever possible. Furthermore, remember that each social media channel is unique and different. Do not distribute the same content on all the platforms because that defeats the purpose of staying original. Add graphics from time to time including funny memes and promotional brochures or banners.

    “Branding and marketing as we know it has radically shifted nowadays. The use of microcontent that is optimized for today´s social media platforms forces a number of us to really rethink originally about what we do as a company and how the information we distribute effectively resonates with targeted customers. One of the keys to really driving up engagement and loyalty towards you brand is combining mind-blowing content with visually appealing and relevant images,” according to FM Digital Group.

    When looking at the B2B competition it is an arms race for visual content. Below are the following stats on where the race is at:

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    • 70 percent of marketers reported planning to increase use of original visual assets for 2015
    • Visual content was rated among the top 5 most effective B2B marketing tactics
    • In 2014 video content increased from 8 to 58 percent while infographics grew from 9 to 52 percent
    • 86 of buyers expressed desire to access interactive visual content on demand

    The moral of the story is get more visual content in front of your audience and monitor closely those interactions.

    Examples of case studies utilizing effectively microcontent

    Here’s the way to understand how microcontent can be put to good use and how it will work it needs to tell two stories simultaneously. First, with the visual you share with others it needs to contain a compelling trend, an inspirational message or a metric. And the second one is what can your brand promise to deliver to customers, according to Visually´s content playbook.

    How can companies leverage the use of this type of content to generate engagement and leads? In the content playbook it lists case studies of how a brand applied basic principles of using good and relevant microcontent.

    In the first case study LinkedIn used microcontent on its existing Facebook page. Specifically, it commemorated events and shared inspirational messages with its targeted audience. This approach breaks from the site´s networking, social media and job hunting efforts. It gives the company a more human feel to it.

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    Bring Your Parents Day

      LinkedIn

        For a different brand like Arts.com it took on a different approach than LinkedIn. The company created a snackable videos on Facebook by transforming art into a more relatable practice for consumers who enjoy do it yourself (DIY) projects.

        Art.com

          Finally, another good example of a brand using vivid and poignant photos as microcontent is Whole Foods Market. How it does it superbly is through videography and photography with real world imagery.

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          Whole Foods Market

            In the above image it is a great example of a real life representation accompanied alongside with text anchored to contextualize it. As a matter of fact, every visual that Whole Foods shares on Facebook and Twitter feeds presents a self-contained story about their products, according to the eBook.

            Conclusions and takeaways

            Now, that we have looked at several stats and metrics start getting your ducks in order in regards to your microcontent. It’s no easy task, but it’s achievable if you apply some of the concepts the way some brands have done successfully.

            Just because you specialize in something does not mean you have to talk about what you do. What you need to understand is not how you do it. It is the tone and narrative that are instrumental to this endeavor.

            Things you want to start sharing with regards microcontent are: infographics, eBooks, video, and presentations. Do not limit yourself because you can share content from other parties on your existing network. Why share a silly YouTube or Vine video of Adele´s recent song “Hello”? Because we all listen to music and this action on social media is perceived as human.

            Get to know better your platform, prioritize your items you will share, tell a story, use colorful and vivid images, and offer meaningful experiences that provide value to your customers.

            More by this author

            Anthony Carranza

            Multilingual writer and journalist covering all things technology and productivity.

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            Last Updated on June 17, 2019

            40 Top Productivity Apps for iPhone (2019 Updated)

            40 Top Productivity Apps for iPhone (2019 Updated)

            Over the years here at Lifehack, we’ve discussed plenty of apps that you can use to improve your overall productivity.

            There are certain ones that many of our contributors and editors (past and present) have adopted over the long-term — there are always the stalwarts that stick around. But there are also new apps that crop up every day, adding more and more depth to the app category.

            Some of the apps are incredibly plain and simple, while others are more robust and offer more features than you can shake a stick at. And everyone has the one they prefer.

            It’s been our job (and still is our job) to keep abreast of all of the productivity-type apps out there. As a result — and as a bit of a refresher — we’ve put together a list of 40 best productivity apps for iPhone (all categorized based on their functions) to provide you with an all-in-one resource for you.

            For Getting Things Done

            1. OmniFocus

            This app is, while pricey, considered to be one of the (if not the) most robust and full-featured productivity apps on the market.

            Download it here.

              2. Forest

              Train yourself to put your phone down and stay focused on the task at hand by playing with this planting game. It’s fun and will help you achieve more.

              Download it here.

                3. Things

                Another robust choice, this app is a favorite amongst “productivityists”.[1]

                Download it here.

                  4. 30/30

                  Recently covered here at Lifehack

                  , 30/30 is a newcomer to the game that incorporates lists and timing of tasks into an elegant and easy-to-use interface.

                  Download it here.

                    5. Any.Do

                    A beautiful-looking app that is both easy on the eyes and your wallet.

                    Download it here.

                      6. PocketLife Calendar

                      This calendar app is specifically designed to be stylish and super easy-to-use. You can organize your life easily with different modern features.

                      Download it here.

                        7. Asana

                        We’ve covered Asana here at Lifehack

                        , and it is being actively developed by a strong team committed to making collaborative task management a more efficient and effective experience.

                        Download it here.

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                          8. ToDoist

                          This app keeps track of everything – from simple errands to your most important projects – so you can get it all done and enjoy more peace of mind along the way.

                          Download it here.

                            9. FlowTasks

                            From the folks at MetaLab, Flow is a gorgeous collaborative task management app that is easy-to-use and incredibly functional.

                            Download it here.

                              10. Calendars 5

                              This calendar app focuses on events that help you to keep track of upcoming events and tasks easily. It has everything you need to organize, track and complete your to-dos.

                              Download it here.

                                11. Clear – Tasks, Reminders & To-Do Lists

                                A fun and innovative list-making app that relies on swiping and pinching to make things happen. Clear created a lot of buzz when it launched, and might be the perfect to-do list gateway app for many.

                                Download it here.

                                  12. Due

                                  A robust reminders app that lets you store and maintain reminders of all types. It’s replaced Reminders for me when it comes to the basics, and it’s worth a look if you want to keep the mundane stuff out of your head and cluttering your mind.

                                  Download it here.

                                    13. Checkmark 2

                                    I use this app

                                    for location-based reminders (such as groceries I need to get or single items I need to pick up from various locations). Checkmark is simple to use and a valuable addition to my productivity arsenal.

                                    Download it here.

                                      14. TeuxDeux

                                      Created by Tina Roth Eisenberg and Fictive Kin — Teux Deux is simple and incredibly stellar in terms of design. If you like lists (including the popular “Someday Bucket”) and want to associate dates with tasks, then Teux Deux will be right up your alley.

                                      Download it here.

                                        15. Wunderlist 

                                        Another incredibly popular choice is Wunderlist. Part of 6Wunderkinder’s software family, it sports a gorgeous design and is incredibly functional. We’ve talked about the app a couple of times here at Lifehack, so check those posts out here.

                                        Download it here.

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                                          16. Nirvana

                                          For the GTD enthusiasts, there’s Nirvana. Straight from the source: “Nirvana frees your mind to focus on actually getting things done. If you’ve had enough of generic to-do lists, it’s time for Nirvana.”

                                          Download it here.

                                            17. Priorities

                                            An elegant-looking task management app that has received decent reviews,[2] this could be the one for you if you’re not a fan of OmniFocus or Things — especially if you need (or want) to share tasks with others.

                                            Download it here.

                                              For Building Habits

                                              18. Productive

                                              With this app, you can plan your habits with an easy-to-use interface, schedule habits for any time of the day, set smart reminders for each time of the day and stay on track with useful feedback. This app is perfect for anyone who wants to build a habit that sticks.

                                              Download it here.

                                                19. Habitica: Gamified Taskmanager

                                                You can complete tasks and build habits in a more fun way with this app. Input your Habits, your Daily goals, and your To-Do list, and then create a custom avatar. Check off tasks to level up your avatar and unlock features such as armor, pets, skills, and even quests.

                                                Download it here.

                                                  20. Streaks

                                                  This app follows the model of the popular “don’t break the chain method” in that you use the app to track how you are donig in the pursuit of your goal. Great for goal-setting — and an easy and elegant interface to boot.

                                                  Download it here.

                                                    21. Remember The Milk

                                                    Another popular to-do list app, Remember The Milk has a huge following. It has plenty to offer, including the ability to share tasks with others.

                                                    Download it here.

                                                      22. Day One Journal

                                                      When it comes to journaling, nothing really beats Day One. Its latest update added a slew of features that will make you want to start making journaling a habit.

                                                      Download it here.

                                                        For Files Organization

                                                        23. Evernote

                                                        Touted as the world’s most widely-used productivity app, Evernote an be used simply as a notetaking app or can be customized to be your GTD app of choice — among other things.

                                                        Download it here.

                                                          24. Pocket

                                                          You can save an article, video or link you want to read or watch later to Pocket from anywhere including your computer, Safari, email, and your favorite apps like Facebook, Twitter, Flipboard, and Feedly.

                                                          Download it here.

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                                                            25. Sync.Me

                                                            This app identifies unknown phone calls, warns you from annoying spam calls, and adds a caller picture to your contacts from Facebook, Twitter and Google+.

                                                            Download it here.

                                                              26. Droplr

                                                              One of the most popular file-sharing apps out there today. Straight from the source: “Stay productive on the go. Droplr for iPhone keeps you in sync and makes sharing on the iPhone natural.”

                                                              Download it here.

                                                                27. Dropbox

                                                                Before iCloud, there was Dropbox. And there still is Dropbox, which is still widely used by both Mac and PC users all over the globe. It’s like having a flash drive in your iPhone. A must-have.

                                                                Download it here.

                                                                  28. iDolly 

                                                                  In conjunction with Dolly Drive and DollySync, iDolly allows you to edit and share your documents from your iPhone.

                                                                  Since all your changes sync automatically to all your devices, the current version of a document will always be accessible because Dolly Sync keeps everything in sync. Very handy.

                                                                  Download it here.

                                                                    29. Soulver

                                                                    It may seem odd that a calculator app shows up on this list, but this is no ordinary calendar app. Ben Brooks over at The Brooks review describes Soulver as follows: “It is what calculators would have been if they were invented at the same time computers were, instead of what we have with most calculator apps.” [3]

                                                                    Download it here.

                                                                      For Working Smarter

                                                                      30. Captio

                                                                      A simple capture tool. Straight from the developers: “It’s simple. Open Captio and start typing. When you’re done, hit Send. The note is immediately delivered to your email inbox.”

                                                                      Download it here.

                                                                        31. Drafts

                                                                        A tremendous capture tool that allows for simple capture, followed by sending items to various applications such as OmniFocus, Things and more.

                                                                        Download it here.

                                                                          32. NoteShelf 2

                                                                          This is a perfect note-taking app for you. You can take beautiful handwritten notes, type, annotate PDFs, record audio & create lists. You can organize them into categories or groups.

                                                                          Download it here.

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                                                                            33. Doodle

                                                                            This app links directly with the Doodle service, which is one that allows you to plan and organize meetings far more efficiently and effectively. Lifehack contributor Steve Dotto has written about Doodle more in-depth here.

                                                                            Download it here.

                                                                              34. TextExpander (Legacy)

                                                                              I have saved countless hours of time with TextExpander, and despite its inability to be as robust on iOS as it is on the Mac, it is still a worthy app to have in your arsenal.

                                                                              Download it here.

                                                                                35. Launch Center Pro

                                                                                A quick launcher for the iPhone that doesn’t just launch an app…with some of them it can do much more. This app saves you time by launching complex actions in a single tap.

                                                                                Download it here.

                                                                                  36. GoodReader

                                                                                  This may seem to be an odd one to make this list, but here are plenty of reasons why it is here with this article.

                                                                                  Download it here.

                                                                                    37. LogMeIn

                                                                                    Want to be able to control your Mac from wherever you are? Then get this app.

                                                                                    Download it here.

                                                                                      For Improving Security

                                                                                      38. 1Password

                                                                                      There is simply no better password manager out there. I’ve even put together a 1Password Emergency Kit worth looking at here.

                                                                                      Download it here.

                                                                                        39. LastPass Password Manager

                                                                                        You can store passwords and logins, create online shopping profiles, generate strong passwords, track personal information in photo and audio notes.

                                                                                        All you have to do is remember your LastPass master password, and LastPass autofills web browser and app logins for you.

                                                                                        Download it here.

                                                                                          40. Truecallers

                                                                                          Identify and block spammers, search for unknown numbers and call friends easily with this app. With a community-based spam list from over 250 million users, you’ll need this app.

                                                                                          Download it here.

                                                                                            There are plenty of other options out there (and we’ve heard from readers in the past as to what they enjoyed using), but these 40 are among the best.

                                                                                            More Great Apps Recommendations

                                                                                            Reference

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