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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 May 28, 2020

            18 Best Time Management Apps and Tools (2020 Updated)

            18 Best Time Management Apps and Tools (2020 Updated)

            No one can dispute the countless benefits technology has brought us. Undoubtedly, it has allowed us to connect, perform, improve, and leverage our resources beyond what was once imaginable.

            If you’re not taking advantage of some of the hundreds of time management apps and tools out there, you’re definitely missing a trick.

            But with so many apps to choose from, how do you know which ones to use?

            Well, this will depend on your needs. That’s why we’ve put together a list of 18 of the best time management apps that can help you with the most common challenges of managing time.

            Let’s dive straight into the list.

            1. Rescue Time – Use Your Time Wisely

              If you have doubts if you are using your time sensibly, this app will send you weekly reports to indicate what things are stealing your time. Aside from its automatic time-tracking feature, this app also has distraction blocking and efficient report tools.

              RescueTime helps you avoid being overwhelmed by too many tasks. This app also has a team software that’s dedicated to time management among team members. With this app, you may be shocked to discover how much time you’re actually wasting.

              Available on iOS, Android, and Desktop

              2. Remember The Milk – Keep on Top of All Your Tasks

                If you’re struggling to manage everything you have to do, and you work with many different devices, then this is the app for you. It’s a great free tool that is compatible with your mobile, computer, Gmail, Outlook, etc., and it allows you to sync all your devices for easier time management.

                This app will help you to manage your tasks easily and reminds you of them – wherever you are. You can share tasks and lists with others, making it a great tool for teams as well.

                Available on iOS, Android, and Desktop

                3. Focus Keeper – Boost Motivation to Complete Tasks

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                  This app is based on the principles of the Pomodoro Technique, and it is aimed at individuals who procrastinate and feel overwhelmed by tasks. It has a simple, efficient user interface that is easily customizable based on your needs.

                  Focus Keeper is designed to enhance your focus and remove any anxiety you might have with time pressures. This is a great app to use if you want to prevent yourself and your team from being burned out.

                  Available on iOS, Android, and Desktop

                  4. Toggl – Keep Track of Time Spent on Projects and Tasks

                    Effective time management starts with being clear on exactly how much time you actually spend on your projects and tasks and through analysis – working out how you can manage them more effectively. Toggl allows you to do all this even with its simple design.

                    Toggl includes great time-saving features integrated with its intuitive interface. This is a great alternative to time-sheets if you need to track how much time you spend on different projects.

                    Available on iOS, Android, and Desktop

                    5. Dropbox – Store and Send Large Files Easily

                      There are many apps that allow you to transfer content from your computer to other devices, but Dropbox is free and it is easier to use than the others. With the Dropbox app, you can even access and share important files on the go. It is an easy way to share your files and documents with others for improved productivity.

                      Available on iOS, Android, and Desktop

                      6. Evernote – Keep All Your Notes in One Place

                        Evernote is a free productivity tool that allows you to capture all your ideas, thoughts, and images in many different ways (e.g., with voice, notes, or images). You can even record your meetings, interviews, speeches, and ideas, create lists, add voice or text attachments, and share your files with friends. You can also sync Remember The Milk with Evernote to better optimize your time.

                        Available iOS, Android, and Desktop

                        7. MindNode — Focus on Tasks at Hand With Mind Mapping

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                          Mind mapping is a great productivity technique, and Mindnode is one of the best free mind mapping apps available. It helps you to become more organized by focusing your thoughts – thereby gaining clarity on what needs to be done.

                          This app allows you to customize various visual tags and templates to suit your needs. You can also easily share your documents with others.

                          Available on iOS and Desktop

                          8. GoodSync – Back Up and Sync Your Files Effortlessly

                            This software allows you to back up, restore, and synchronize your files easily. It supports folders from a variety of locations, and it has filtering options that let you exclude subfolders from synchronizing.

                            This app also allows you to sync files to and from your phone. If you have never backed up your files before, you should definitely take a look at this tool.

                            Available on iOS, Android, and Desktop

                            9. MyLifeOrganized (MLO) – Manage Your To-Do Lists Effectively

                              Check this out if you find it difficult to manage all your tasks, work with your to-do lists, and organize your goals. This task management software helps you target what you should be focusing on to reach your objectives.

                              MyLifeOrganized is one of the best task management apps for focused work. It automatically generates to-do lists with priority actions for your immediate attention so that you can track your progress methodically.

                              Available on iOS, Android, and Desktop

                              10. 1Password – Have All Your Passwords Remembered

                                1Password allows you to keep all your passwords in one encrypted database – protected by one password. This saves you time when you forget your passwords and need to retrieve them. This also allows you to use various passwords for different accounts so you don’t compromise on security.

                                Available iOS, Android, and Desktop

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                                11. Pocket – Keep Your Eye on the Ball

                                  When you’re surfing the web, it’s easy to get distracted by enticing and fascinating websites. That’s why you need effective time management apps like Pocket. You can use this tool to save your ‘finds’ to access and read later on at a convenient time. This prevents you from getting distracted and negatively impacting your immediate work.

                                  Available on iOS, Android, and Desktop

                                  12. Focus@Will – Boost Your Attention Span

                                    This amazing app combines neuroscience and music to boost your productivity. According to the developers, it’s possible to increase your attention span by up to 400% using Focus@Will, making this one of the best time management apps available.

                                    Focus@will is ideal for those who find it difficult to focus while studying, working, or reading. It also helps you control your ADD.

                                    Available on iOS, Android, and Desktop

                                    13. Alfred – Interact With Your Computer in a Smart Way

                                      This small and simple tool allows you to launch your documents, project files, folders, and bookmarks with just a few keystrokes. This makes life so much easier as you don’t need to go through the start menu to access what you want. The only downside is that it’s only available for macOS.

                                      Available on desktop (macOS)

                                      14. Forest – Boost Your Focus by Growing a Forest

                                        Forest is a unique reinvention of time management apps. This unique and fun app helps you stay focused and on-track by making you focus on another thing.

                                        The concept is simple: whenever you want to focus, plant a virtual tree. If you stay focused, the tree will grow. If you lose focus, the tree will die. As the app’s name implies, you can grow multiple trees to create a virtual forest!

                                        Available on iOS, Android, and Desktop (Firefox Add-on)

                                        15. Trello – Track Your projects in a highly visual way

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                                          Trello is a hugely popular app that you may already be familiar with. It works by allowing you to create cards for tasks that you need to complete. Each card moves across the Trello board, which is typically broken into columns such as To Do, In Progress, and Completed. This serves as your cue to start working on and completing the associated tasks.

                                          Available on iOS, Android, and Desktop

                                          16. Quire – Unfold Your Ideas

                                            Quire is an innovative time management app that helps boost your team’s productivity. The strength of this app lies in its features for collaboration and ease of sharing. You can streamline and adjust your workflow based on your team’s needs and preferences.

                                            Available on iOS, Android, and Desktop

                                            17. TimeTree – Have a Shared Calendar With Your Family

                                              This TimeTree app allows families or teams to share multiple calendars and appointments with each other. So, whether you’re planning a party or running a local sports team, Time Tree can keep everyone up-to-date with all current and upcoming activities and events.

                                              Available on iOS and Android

                                              18. Todoist – Capture and Order All Your Tasks and Activities Easily

                                                Todoist is close to being the ultimate digital to-do list and one of the best time management apps out there. It’s available via browser and app, and it lets you schedule all your tasks and activities. Each item can be flagged for priority as well as a given due date. There is also a neat option to add notes to any of your tasks.

                                                Available on iOS, Android, and Desktop

                                                Final Thoughts

                                                The above list covers what we consider to be the very best time management apps and tools available. And the good news is that many of them are completely free of charge!

                                                So, what are you waiting for? Select the ones that will be the most valuable to you, and begin boosting your productivity now!

                                                More Productivity and Time Management Apps

                                                Featured photo credit: freestocks via unsplash.com

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