Micro Content

Micro content is the term used to describe content for the web in mini format. This includes text, images, videos and e-mails. The main task of micro content is to whet the appetite for more. Micro content elements are also used as part of websites, blogs and landing pages.

Today’s Internet user has little time. The attention spans on the Internet are getting shorter and shorter. On average, a user focuses on one thing for no more than eight seconds. Therefore, it is a challenge for any marketing strategy to reach the target group as quickly and efficiently as possible.

Examples of micro content:

  • A picture post on Facebook along with a short statement – in other words, a relevant text combined with visual stimuli. This post serves as a link to a detailed page.
  • Title, URL and meta description: the contents of these three HTML tags together form a snippet that is displayed as a result on the Google hit list. This is usually the first piece of information a member of the target audience receives about a website, blog, or landing page.
  • A headline or the subject of an email are also micro content.
    In addition, there are individual elements on a website, such as infoboxes.

A good website that meets today’s reading habits contains many elements of micro content. A website has almost unlimited possibilities to include minimal content.

For example, a website offers a program for download. While the program is being downloaded, a “Please wait” popup appears with changing short texts – for example, to amuse or inform. The effect: the user remains on the page during the download and does not switch to another tab.

Facebook, smartphones and the content shock

In principle, micro content is suitable for any medium, including newspaper ads. However, the format shows its true strengths primarily on the Internet. Here, the success of micro content has at least three causes:

Mobile Internet

The trend toward mobile use of the Internet is unstoppable – especially among the highly competitive target group of younger users. The technical aspect (smaller screens) inevitably influences the presentation of content: The shorter and more concisely a particular topic is addressed, the greater the potential attention. Screens are getting smaller, so content is also getting shorter. Smartphone and co. make the Internet available everywhere – especially in between, i.e. whenever time is short.

Social media

For an attention-grabbing post on social media, it is especially important that it is short. Twitter has set an example with its character limit of 280 characters for a single post. And this limit is readily accepted. The best example of effective media attention and maximum reach of micro content are Donald Trump’s tweets. A few characters are regularly enough to convey a message – or to confront the world with new questions. It is content that has been reduced to the bare essentials that moves through the worldwide web with particular speed.

Content Shock

Micro content is often described as the answer to content shock. Content is king – this principle also has negative effects. Some customers find themselves overwhelmed. When users lose their overview in the face of a flood of information, they long for manageable content. Too much content does not provide more information, but more confusion. If there are 100 good and comprehensive articles on a topic, people will, in case of doubt, first reach for a short message that makes them want more.

Short and crisp

Keep it short – or in new German: Keep it short and simple. This tried-and-tested recipe for successful communication applies today more than ever. The principle of micro content is visible even at the smallest level of communication: social media channels such as Facebook, Instagram, WhatsApp and Co. influence sentence structure, abbreviations and even the omission of whole words. “Do you feel like going to the movies?” is replaced by “Cinema?” or a simple emoticon that everyone understands. Micro content takes advantage of this development to present content in an even shorter format – always keeping the short attention span in mind.

Caution: Micro Content is not to be confused with Thin Content. The latter is content without added value, which Google classifies as irrelevant. Even microsites do not belong to this category without further ado, but can contain micro content as individual components.

Using micro content for your own goals

What does good micro content look like? The mini-format convinces above all with these characteristics:

  • Micro Content is clear and simple.
  • The content leaves no doubt as to what it is about.
  • The micro format is used as a means for a good user experience.
  • It supports the positive perception of a brand or a company.

On landing pages, micro content is used purposefully to lead the user to a specific action and thus increase the conversion rate. This can be the click on a further button or the conclusion of a purchase. To achieve this goal, marketing strategists use keywords as eye-catchers. It is important to use the language of the target group. No-go’s, on the other hand, are patronizing and terms with negative connotations.

A simple example that can be used in the format of a microsite, a pop-up or an element on a broader website:

  • Presenting the problem: “Do you need help with …?”
  • Pointing out a solution: “Our expert team can give you answers.”
  • Call-to-action: “Click here.”

The attention span of the average Internet user is shrinking. To increase reach, marketing strategists are increasingly using the micro content format – with success. Micro content is particularly effective on social media channels, but is also suitable for use on websites: small eye-catchers that grab users’ attention. Anyone who wants to make a name for themselves uses this mini format.

 

SEO-Content ✔️ Blog Content ✔️ SEO Content Writing ✔️ Article Writing ✔️ E-Books ✔️

Recipe for success for international SEO texts

Recipe for success for international SEO texts Why do I need international SEO texts? The internationalization of one's own business holds great potential. Especially for industries that are subject to high competitive pressure in the German market, foreign countries...

White Hat SEO

White Hat SEO White Hat SEO is the term used to describe all search engine optimization measures that are based on the rules of the search engines. The opposite of White Hat SEO is Black Hat SEO. In online and search engine marketing, it is important to avoid methods...

Thin Content

Thin Content Thin content is the term for "thin" digital content that offers the user little or no added value. Officially, Google rates websites as irrelevant and thus as thin content if they do not meet the requirements of the Webmaster Guidelines. The term Thin...

Search Engine Advertising (SEA)

Search Engine Advertising (SEA) Search engine advertising (SEA) is a subsection of search engine marketing and is therefore part of online marketing. Search engine advertising covers the area of paid advertisements that are primarily displayed on the results pages of...

Snackable Content

What is Snackable Content? Snackable content refers to texts, videos, images or other content that is particularly easy to consume. Due to its simple design, this type of content is usually used for entertainment purposes. Snackable is based on the English term snack,...

SERP

What does SERP mean? SERP is the abbreviation of Search Engine Result Page and refers to the pages where search results are listed in search engines like Google. Ranking in SERPs is essential to the success of websites. Website operators want their offers to be...

Semantic Search

Semantic Search Semantic search is a method by which the algorithms of search engines such as Google can draw conclusions about the user's intentions or objectives. To do this, they place the components of the query in context with one another and analyze the...

Seeding

Seeding Seeding is the planned distribution of content on the Internet. To do this, the content creator contacts thematically relevant influencers in a targeted manner in order to persuade them to distribute his content further. The influencers use their own networks...

Search Term

Search Term In online marketing, "search term" refers to the word or words that users enter in a search engine such as Google to find content related to that term. Search terms play a central role in online marketing because the keywords that are crucial for...

Robots.txt

Robots.txt The robots.txt is a text file that is important for indexing website content. With the file, webmasters can specify which of the subpages should be captured and indexed by a crawler such as the Googlebot and which should not. This makes robots.txt extremely...

Return on Investment

Return on Investment The return on investment (ROI) puts the profit in relation to the capital employed. The return on investment is one of the most important key figures in business administration, marketing and controlling. The ROI provides a statement about the...

Retargeting

What is Retargeting Retargeting, often referred to as remarketing, is an online marketing tool. In this process, Internet users who have visited a certain website or clicked on a certain product are addressed with targeted advertisements on their way through the web....

Responsive Content

Responsive Content The term "Responsive Content" describes website content that adapts to the individual characteristics of the website visitor. In this way, users of a website see different content depending, for example, on which device they are using, how often...

Referral-Marketing

Referral-Marketing Referral marketing is a form of recommendation marketing that is actively initiated by companies. Existing customers of a company recommend a product or service, e.g. to their family or friends. The company usually offers an incentive or reward for...

RankBrain

Rank Brain RankBrain is a part of Google's algorithm that is used in processing search queries and determining SERPs. However, RankBrain is not just any piece of the algorithm, but a subsystem that contains the first beginnings of artificial intelligence and can...

Product description

Product description Product descriptions are texts that explain the features and characteristics of products. As a rule, product descriptions are used in web stores and serve to inform potential customers and reinforce their intention to buy. The e-commerce industry...

Plagiarism

Plagiarism If someone else's intellectual property is taken over and passed off as their own work, this is known as plagiarism. This can be, for example, texts, images or melodies. Often, plagiarism is a violation of copyright law, which protects personal intellectual...

Pillar Content

Pillar Content Pillar content is a content marketing strategy that intelligently structures central content and secondary content. The basic content is the actual pillar content, around which topic clusters are grouped. The long-term effect of this approach is the...

Panda (Google Updates)

Google Panda Google's Panda Update describes a series of algorithm changes with which the search engine provider reorders its search results. The Panda Update first appeared in 2011 and, according to Google, is primarily intended to address the quality of content on...

Outbound Marketing

Outbound Marketing Outbound marketing is often referred to as the traditional form of advertising. Here, the advertising company contacts the target group directly and provides them with an advertising message. The difference to inbound marketing lies in the...

Onpage Optimization

Onpage Optimization Onpage optimization (also: onpage optimization) is a part of search engine optimization (SEO). It describes the measures website owners apply to the actual website to make it as findable, usable and readable as possible for search engines and the...

Online Editor

Online Editor An online editor creates content and prepares it for publication on the Internet. This usually involves texts. However, multimedia content such as videos, images and graphics are also an important part of the work of online editors. Online editors can...

Online Marketing

Online Marketing Online marketing is a marketing discipline that, in contrast to classic advertising, is based solely on the medium of the Internet. In online marketing, search engine marketing, banner advertising, e-mail marketing, affiliate marketing and social...

Onepager

Onepager A onepager is a website that consists of a single HTML page. Navigation on the onepage website is usually done by scrolling or jump labels. Onepagers are most suitable as single-topic pages or landing pages for clearly defined campaigns. As far as the design...