We often talk about content strategy and effective content planning. Generally speaking, this gets split up into ‘evergreen’ content (content that is also relevant and doesn’t really date) and ‘ad hoc’ content. For example, a video that educates about a business or product is generally going to have a longer shelf life than a post tapping into the sentiment of the weather or a real-time event. When we plan content calendars, we will often take into account which pieces of content creation are long-term or short-term. This is the same principle of macro vs micro content.
What is macro content?
Macro content is best thought of as long-form content. Things that take time to produce and will be useful for a long time. This includes content like video, podcasts, IGTV or long-form written content such as whitepapers. Things that have an ongoing purpose or value exchange for weeks and can be seeded on different platforms such as your website, social media or email.
What is micro content?
Micro content is social media posts, an email or even a short blog post. Anything that is a quick share of content, that is relevant in the moment but perhaps won’t be revisited a year later or even a fortnight later.
How to turn macro content into micro content:
Creating a video or podcast can take up a lot of time and it also can take up a lot of money, so one tip that we always tell our clients is if you’re producing long-form videos, make sure you’re repurposing it, and make sure you’re turning those macro-pieces of content into micro pieces of content.
For example, if you’re doing a testimonial video which might be two minutes long, or if you’re doing a video blog, which might be a minute long, can you pull really small snippets of 10 or 15 seconds and put them into social media. The goal is to stop those thumbs from scrolling, to capture attention and give a little teaser into the full video. When you post content to IGTV, ‘sharing a preview’ is a great example of extending macro content into micro content.
Look at your content, pick one of the larger pieces of content – could you turn it into any of these?
- Photos / Graphics
- IG/Facebook stories
- Blog post
- Video playlist
Each of these could then potentially be turned into 2-3 social media posts.
Both types of content are very important. As with any content strategy, the plan needs layers of different types and styles of content. Our job is to help you identify what you need to allocate your budget/resources towards and help develop the ideas that will resonate with your audience and establish timeframes to ensure you leverage this content effectively. This will not be the same for every brand or business so for example of content creation – read on: