Micro vs Macro Content – How to Build Both Into Your Marketing Plan
August 22, 2019
You’ve likely heard the phrase “content is king.” While this can be very true, it’s important to look at the different types of content and how they can be used in your marketing plan. We break our content out into two main types: MICRO and MACRO.
What is Macro Content?
Simply put, MACRO is the high-quality content that will be of value to your audience. The content can be delivered in many forms such as a blog, podcast, or even by going live on social media.
No matter which platform you use, providing high-quality MACRO content is like hitting the content jackpot. You only need to create it once but can share it with your followers multiple ways. With MACRO content, because it is detailed in nature, it can be sliced and diced into smaller (micro) pieces and repurposed over various platforms.
Not only does MACRO content provide you days of content for your social media sites, but it will also help to reinforce key topics within your business rather than jumping around from topic to topic each day.
When it comes to connecting with your audience and target clients, consistency is key and MACRO content can help!
What Is Micro Content?
MICRO content is quick, consumable content that is shared on various platforms. MICRO content will reinforce the message you are sending with your MACRO content. It is a great way to stay in front of the people you wish to work with.
Unlike MACRO content which is more long-form and takes time to create, MICRO content can be quick and easy to write, create and share. It can be created while waiting for your kids in the pick up line, in between client meetings, or while eating lunch.
While some MICRO content can be created on the fly, too much MICRO content without a strategy may leave your audience confused about who you are and what you are able to offer. It is best to plan your content ahead in order to provide a clear and consistent message.
Using Micro & Macro Content In Your Marketing
When used together, these two types of content will build credibility, trust, and loyalty. You will be able to target your ideal client while providing valuable information to those you wish to serve. Here at Ellen Grace, we use a blend of both kinds of content in order to best reach our audience and then distribute across multiple platforms. Learn how in a past blog – How to Share Blog Content Across Multiple Platforms. We advise our clients in doing the same.
All of your content should be targeted both in purpose, intended audience, and type. MACRO and MICRO content will work together to share both high level and more detailed information. By using your Macro content in multiple ways, you can create different calls to action while offering multiple ways to engage, contact, and learn more about what you can offer.
One month we might focus on score-carding and write 2 blog articles on this topic. One on how to scorecard your financials and another on how to scorecard your marketing. We will then take that blog content and repurpose across multiple social platforms in smaller chunks. For example, we will share the most important part of our message with our email list, and spread bits and pieces across Instagram, Instagram Stories, Pinterest and Linked In. Regardless of where we share it, we encourage a call to action for questions or to schedule a free discovery call.
Remember, MACRO content will provide the roadmap and keep your message on track. MICRO content will take that MACRO content and serve it up to your audience in bite-size nuggets. The best content strategies blend MACRO and MICRO content to effectively engage potential clients.