Marketing for Authors: Micro Content

Create micro content to help promote your written work.

After investing time creating your content and adding it to your Content Master List, micro content lets you get the word out about your publication.

This post may contain affiliate links. If you click on a link and make a purchase, I may receive a small compensation. I only recommend products that I know and use.

What Is Micro Content?

Micro content is short content you use to share about your book, blog post or YouTube video. It can be used for social media posts, for your Pinterest description, and, if you have a WordPress website, in the Yoast Plugin for SEO description. You can also put it in a newsletter to your list.

You need plenty of this content so you can drip it out over weeks and months.

Caution: this post is written in December 2019. As with all things marketing, especially social media, what works, what is recommended and what is allowed will change. I will attempt to keep this post updated, but I encourage you to search for the current best practices. 

Create Different Length Micro-Content

You will need different lengths of content for different social media sites.

Short – about 200 characters and if you are posting on Twitter, be sure to allow room for the link and the hashtags. These can be short summaries of your article, quotes taken from it, the title of the article – and variations on it. The more of these you can come up with, the more posts you can make.

These are perfect for tweets, and can also be used for on Facebook (both personal profile, business page and groups you have for your books), Instagram, LinkedIn (profile, business page, and groups), and Pinterest descriptions.

Shorter posts can also be the basis for ads you run and for your SEO description in your Yoast plugin.

Ideally, create 7-10 of these so you have plenty to use as you drip out your marketing campaign. 

Longer – about 500 characters -these can be used places where you can make longer posts– Facebook, Instagram, LinkedIn. These can also be used in your newsletter.

Here you can go into more detail, give more information, and tell some of the backstory.

There is debate over whether longer posts get read as much as shorter ones, and how long is too long, but I still think it is good to have longer posts where you tell more of the story/back story. Experiment and see what results you get with both short and longer posts.

Create 1-3 longer posts so you can reuse them on other social media sites.

If you write your longer content first, you can take elements of it to create the shorter content. Likewise, you can take your shorter pieces and put together and expand on for the longer content. Try and see what works for you.

Create Images and Hashtags

For posting on social media, you need to get your images and hashtags ready as well.

Images – the images you use in your post can be saved in different sizes to be used on various social media sites. The size requirements are different for each platform and change over time. Here is one place to check for the current requirements. You can also search for image sizes for social media posts.

Understand that it is best if you have at least three sizes – one square, one vertical and one horizontal. These will take care of most of your needs. I use Canva to create many of my images, including the one at the top of this post.

Hashtag list – create a list of as many relevant hashtags as you can. You will only use a couple of these for each tweet, but Instagram lets you use 30 (at the time of this article). Having a list to choose from lets you change them up on your tweets, creating more unique posts.

What hashtags do you use? Think keywords that tell what your post is about. Then, when you have room for a lot of keywords, think about ones related to your type of content (written, video, audio), to the genre you write in, locations mentioned in your content, etc.

Add a Call To Action (CTA)

Tell people what you want them to do: read the post, click the link, share with a friend, etc. Don’t assume that readers know what you want them to do, or will do it unless you ask. 

Take Action

Pick one item from your master list. It doesn’t matter if it is one of your books, a blog or YouTube video. Choose something that you want to promote, perhaps something that you think hasn’t gotten the attention it should have.

Work through the steps above to create your micro-content. Then schedule your posts for the next week or two. If you have more time, you can take the same short posts and put with different hashtags and schedule tweets for the next few months.

Remember: This isn’t just set it and forget it. You need to check in on social media sites daily to respond to comments and to thank those who share your posts. Did you gain new followers? See if you want to follow any of them back.

Checking in also lets you verify that your scheduled posts did publish. There are always glitches that don’t publish scheduled posts, and if that happens, simply reschedule them. At the end of a month, check your stats and see which posts got the most engagement – theses are the types of posts to focus on later.

Now that you have a plan, take another item from your master list and do the same. Continuing working through the relevant content on your master list. As you complete new writings, do the same with them. Set a schedule to create and schedule the micro content so you always have something being promoted on your profiles.

Please leave a comment and let me know if this is something you will try.

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