Creating content from scratch can be a daunting task. Trust me. I do it for eight hours every day, and it never gets a whole lot easier. Fortunately, the ever-dwindling attention span of modern humans can work in your favor if you’re struggling with content development.
While there is an optimal amount of content when it comes to SEO (and it’s definitely more than a Tweet can contain), that doesn’t necessitate the penning of epic narratives to fill up your website or blog. In fact, most readers aren’t nearly as interested in digging through lengthy paragraphs for that one bit of information as you might think, and a cleverly crafted website can make micro-content a spectacular design element.
So where can you cut corners?
Creating micro-content for your corporate blog
While 500 words may not seem like much, we’ve only just passed 100 words in this post so far. That means I still have ample room to fill you in on micro-content without getting into tome territory.
When it comes to your blog, less is more. A blog post is meant to be read in a short sitting, so don’t pressure yourself to create lengthy posts. Instead, choose a narrow topic and speak to it succinctly and with authority.
Scaling down case studies for bite size content marketing
In all likelihood, your experience with case studies involves pages of exposition when, in fact, a case study is simply meant to explain three things: the original problem, the solution, the results. It’s possible to create a compelling case study in three sentences.
When Cotinga-Soft’s brilliant developers built Lapeyre Stair’s new site, we did just that, developing brief case studies that allow engineers to quickly see the benefits of each of their stair systems.
Developing an About Us page that gets to the point
This is going to hurt a few feelings, but most people aren’t visiting your site to read the heroic saga of your business’ inception. That’s not to say visitors aren’t interested in your beginnings – be they humble or grandiose – it just means that you should respect their time and give them the abridged version.
Better yet, create a timeline. Even better still, make it an interactive timeline! There are lots of ways to capture the story of your business without resorting to a monologue. (Yes, I know. I resorted to a monologue on my About the Copywriter page. This is a case of do as I say, not as I do.)
Creating compelling content for your business’ website can be a taxing endeavor, especially when you believe it must always go to great lengths. Rather than judging content by quantity, invest in more succinct but higher quality content to save money and win prospects.
Let’s practice making micro-marketing content. Write a simple three-sentence case study that describes 1) a problem you solved for a client, 2) the solution you employed, and 3) the outcome.