Content consumption is a tricky business for brands. As consumer attention fragments marketers must work hard to grab the attention of their precious audience. That is why the best ways to engage with customers is by creating shorter, bite sized chunks of content called microcontent. Long form content still has its place, however we believe for each long form piece of content there should be at least 3 pieces of microcontent to surround it.
Before we get into that, let’s start by giving a little history of microcontent by taking it out of the digital world.
“Snapple Real Facts” under bottle tops, Fortune cookies predictions and sayings, cracker jack box prizes, messages on ice pop sticks, these are all forms of microcontent used by companies to create brand equity. What separates a piece of microcontent from a traditional advertisement is that they are not actually advertisements. They are just little pieces of visual value. They ask for nothing but your attention for a few short seconds and in return promise to entertain or educate. The hope is that the consumer will be shown why investing their attention in your brand is time well spent.
One of our favorite examples is Baseball Trading Cards:
This card from 1911 was issued by the American Tobacco Company. They used these card freebies in their products as a form of advertising.
Stay Tuned for more in our continued series on microcontent. Next up: Microcontent Today