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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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            Published on November 9, 2018

            How to Improve Your Computer Skills to Get Ahead in Your Career

            How to Improve Your Computer Skills to Get Ahead in Your Career

            Technology has taken the business world by storm. People and businesses are progressively reliant on technology world these days. As a result, the people with impressive knowledge and experience with a computer are in demand.

            Considering this growing market trend, if you too wish to bag a profitable job, this article is apt for you. Here, we will dig deeper into the business and technology world to look into what are the best computer skills one should invest in and what resources to get help from.

            So, are you ready? Here we begin.

            6 Most-In Demand Computer Skills This Year (and Beyond)

            When talking about computer skills, following are the 6 computer skills that can fill your mailbox with endless job opportunities (besides, having an English and Hindi typing speed of 40+ WPM):-

            1. Spreadsheets and Databases

            Considering the treasure trove of data companies are handling these days, Spreadsheet and Database management skill tops the list. It is considered the most wanted job skill in the market, with a salary of around $53,129/yr for an entry-level position. However, the spreadsheet skill does not confine to auditing data from cells.

            To get hired based on this computer skill, you need to become a Spreadsheet ninja. From storing data to organizing them, applying complex mathematics formulas, and creating complex macros, you need to be an expert at all.

            In other words, you need to have an expertise at working with:

            • Microsoft Excel
            • Microsoft Access
            • Statistics
            • Data Analytics
            • Adobe Campaign
            • Quickbooks
            • XML Database management system
            • Filemaker Pro
            • MATLAB
            • Hive
            • FORTRAN
            • RDBMS (Relational Database Management System)
            • SAS

            2. Social Media, Email, and Blogging

            Though people are socially active, not everyone knows how to use the social media tools on the professional front. In such a scenario, having an expertise at writing engaging yet professional emails, writing blogs, and managing social media activities is a ticket to entry in reputed organizations.

            Some of the skills related to social media, email and blogging that will have a leg up in the hiring process are:

            • Content Management System (CMS)
            • Google Analytics
            • Cascading Style Sheets (CSS)
            • Email Marketing
            • Web Page Design
            • WordPress
            • Digital Media
            • Search Engine Optimization (SEO)
            • Campaign Management Software

            3. Graphic Design and Word Processing

            A solid grasp of skills to present the gained information in the much readable form is another market need. When considering this computer skill category, you need to enhance your skills at:

            • Adobe Photoshop
            • Adobe InDesign
            • Adobe Illustrator
            • AutoCAD
            • CorelDRAW
            • Microsoft Visual Studio
            • Maya
            • Microsoft Word
            • Microsoft Publisher
            • Operating Digital Cameras

            4. Software and Hardware Design and Development

            The Software and Hardware development, in simpler language, means designing, implementing, and testing the computer software/hardware applications. It is the most profitable computer skill, with a different job opening, including Software Architect, Software Analyst, Software programmer, Hardware configuration, etc.

            To be capable of developing and testing the software and hardware, you need to peruse your users’ needs and build an application that hits their pain points. You need to work with different web and mobile app coding languages for gaining the attention of your audience, some of which are:

            • HTML
            • C/C++
            • Java
            • Python
            • XML
            • UI/UX
            • LINUX
            • CISC and RISC architecture
            • Embedded Processor Hardware Design
            • Memory Management
            • PCB Layout
            • SQL

            5. IT Troubleshooting

            Working on computers is one thing and having a knack of looking into the associated issues and resolving them in real-time is another. There are various employees and graduates who work with computer systems in their daily lives, but get confused when it comes to dealing with frozen programs and performing routine maintenance.

            So, if you are familiar with the basic anatomy of computers and machines and know the tricks to perform such tasks to streamline the working process, enter the IT support arena. The prime IT troubleshooting skills one needs to work upon are:

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            • Backup management
            • Diagnostics
            • End User support
            • Client-Server management
            • Installation and configuration
            • Issue tracking system (ITS)
            • System administration
            • Tech support

            6. Enterprise Systems

            Many Enterprises have their own enterprise solutions like PeopleSoft for managing their data and operations.

            Becoming a master at using the enterprise solutions mentioned in their ‘Requirements’ area can also lessen the barrier to get a job.

            The Roadmap to Excel Your Computer Skills

            Now that you know the 6 most popular computer skills in the market, the first decision, you need to take is which computer skill you want to work upon. All the skills are equally considerable for making a career ahead. So, choose one as per your interest.

            Once done, look forward to the following resources for boosting your computer skills and getting a reputed, handsome job.

            Depending on the computer skill you opt, here are the online courses you can turn to for elevating your career opportunities:

            1. Become a Spreadsheet and Database Ninja

            a. Microsoft Excel Training Online Course – Basic & Advanced

            Whether you are a beginner, intermediate or expert at working with spreadsheets, this online course has something new for everyone to become excel efficient users.

            Divided into 48 interesting lessons, the course empowers you to learn the technique of using mathematical, statistical, logical and text functions, sorting and filtering the data, creating Pivot Tables, building macros, finding a value with VLOOKUp, and much more.

            b. Excel- Online Courses, Classes, Training, Tutorials on Lynda

            This is another impressive course to unlock the power of Excel. Designed for people from all walks of life and familiarity with Excel tools. This course helps you gain in-depth knowledge from the experts about this data-analyzing tool and make the magic in spreadsheet creation and management process.

            c. SQL & Database Design A-Z™: Learn MS SQL Server + PostgreSQL

            Build a successful career in the data analytics world with this online course.

            Revolving around the two top databases, MS SQL and PostgreSQL, this course will give you a comprehensive knowledge of the working of the databases and understanding of all the related elements, including how to create, update, organize, and safeguard the data.

            2. Rule the Social Media World

            a. Free Social Media Course by HubSpot

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            Introduced by the top experienced inbound professors from Hubspot, here you will get a comprehensive knowledge of Social media marketing.

            From understanding how to build relationships on different social media platforms to creating a perfect strategy to engage them, leveraging the benefits of social advertising, and analyzing your social media ROI, this course will bring out the best out of you.

            b. Write Professional Emails in English by Coursera

            This online course will be the right weapon to look into the differences and similarities between different email styles, improve your English writing skills, write effective subject lines, maintain the formality tone in emails, and more to make a powerful impact on the receivers with your email.

            c. Ninja Writing: The Four Levels of Writing Mastery

            Founded by Udemy, this online course will excel your skills to build a masterpiece everytime you write.

            Here, you will get the guidance from the editors of the top newspapers and websites, and understand what kind of words and tone to use for leaving a spellbinding impact on the readers.

            3. Launch Your Own Software or Hardware Equipment

            a. Hardware and Software Courses by Coursera

            From Big Data to IoT, Sensor Circuit Design, Embedded Software and Hardware Architecture, and Motor Control Circuit, this course will give you a glimpse of all the hardware devices, equipment, and programming languages to build wonders.

            b. Free Software and Web Development Certifications Online by Alison

            Become the software developer market demands with Alison’s Java, C#, Python, R, PHP, or MySQL database course. From backend to frontend development and software testing.

            The course helps you to learn how to design, develop and test software and working in a team while contributing to the team success.

            c. Free Online Software Development and MOOCs Course by Class Central

            The Class Central online course will make you a master of software development. Here, you will learn the basic concepts of development like Agile, Design Patterns, and Version Control with Git, along with gaining experience of working with the top programming languages.

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            4. Live and Breathe Creativity

            a. Udemy: Introduction to Graphic Design

            It is a top-rated program for the new learners and designers to explore the Graphic Design world.

            From the history of communication to the design principles, the course will help the students to learn everything specifically and implement in the real world.

            b. Canva Design School

            From a beginner to advanced level, this course will provide you with an elaborated and comprehensive knowledge of graphic design. In the form of 4 modules, this course will help the interested graphic designers to try out their skills at Graphics, ranging from fonts to colors, backgrounds, images, shapes, and layouts.

            c. Microsoft Word – Basic & Advanced

            62 personalized lessons, premium video tutorials, and unlimited tests and quizzes – this certified course has everything that will make your entry to the business world easier.

            d. Microsoft Office: Word, Excel and Access Productivity Bundle

            The course will make you productive in Word, Excel, and Access through video lectures, articles, and various other supplemental resources.

            Besides, it will offer you exclusive tips and tricks to enhance your skills at using Microsoft office.

            5. Raise Your Reflexes to IT Troubleshooting

            a. IT Troubleshooting Skill Training by Udemy

            IT Troubleshooting Skill Training will upgrade your logical concepts over technical components to find and repair faults.

            It will provide you with a methodological approach to learn the basics of troubleshooting, practice them via exercises and drills, and enhance your IT troubleshooting intelligence.

            b. IT Help Desk Online Course on Lynda

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            The Lynda’s IT troubleshooting online course will train you how to respond to the issues related to Windows 10, Office 365, JIRA software, and more, from a local as well as a remote location.

            Mobile Apps and Websites to Enhance Computer Skills

            The aforementioned online courses will undoubtedly train you for a successful career ahead. But, in case you want a long-term support, turn towards the following websites and mobile apps:

            • Duolingo – Duolingo app will improve your spoken and written communication skills in different languages. With the magic of gamification added to the study, the app will make learning a fun and addictive task.
            • Hemingway – Hemingway app defines the length, complexity, and common errors associated with the sentences. In this way, it helps you to write effectively and go ahead in the career.
            • Udemy – The Udemy, with its 2000+ courses, is a great platform to master new skills, advance your career and explore the newer technologies and programming languages. Enrol a course as per your budget and make a brighter future.
            • eDX – eDX is yet another commendable platform you can look forward to. The platform offers you the best of the tutorials prepared by the business professionals and technology experts, ensuring a great boost in your computer skills.
            • Excel Easy – Excel Easy, as the name depicts, will make working with Excel easier for you via their detailed tutorials and 300+ real-life examples.
            • GCF LearnFree.org – It is a one-stop platform for accelerating your future in the computer world. From graphic design to Microsoft Office, resume writing, enhancing adaptability, and much more, the top experts will guide you with everything on this platform.
            • QuarkXPress – The QuarkXPress will aid you to add soul to your design with its unparalleled collection of font style, size, and typography. The best part is that it is avails all the options in different languages, including English, Spanish, German, French, and Italian to name a few.

            Bonus: Tips to Accelerate Your Approach For a Better Career Ahead

            Though these resources will make you stand out from the crowd and get hired at once, you need to focus on various other things, such as:

            1. Practice, Practice, Practice

            It is common to forget what we learn. To ensure that you do not miss any opportunity just because you forgot, keep practising.

            Make it your routine. Polish your computer skills and you will surely end up getting an offer letter from a recognized firm.

            2. Work on Your Efficiency

            Remembering what you learned is not enough; practice to enhance those skills to do better.

            For example, if you take around 50 minutes to create a design, target for 40 minutes.

            3. Look for Shortcuts

            Smart work rules over hard work more often. So, look forward to learning shortcuts to do any task. This will increase your chances to crack an interview and get selected.

            4. Apply for an Internship

            Last but not the least, apply for an internship to see what’s trending in the market and how much you are ready for it. While doing an internship, pay attention to your weak points and work on them. This will ensure a success when you apply for your dream job.

            By the late, it’s never too late to be an intern or grab whatever opportunity to learn something new! Here’s how:

            How to Start Over and Reboot Your Life When It Seems Too Late

            The Bottom Line

            Seeing the current market scenario, it is evident that having computer skills is a boon for a better career ahead.

            So, rather than struggling with thousands of other things and trying to crack interviews, focus on the computer skills mentioned in this article. Utilize the resources and experts’ tips shared and look forward to having a successful and prosperous future.

            Featured photo credit: Glenn Carstens-Peters via unsplash.com

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