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Buyer's Brief Mini-Series | Episode 4 | Social Micro Content
Published May 6, 2024 · 44 views on YouTube
Key takeaways
- The micro content section comes after the buyer blueprint and the strategic and creative brief, and it applies your brand style guide, customer avatar, and buyer persona to short-form content.
- Micro content includes things like thought starters, Instagram captions, and short content listicles that are quick to consume and easy to create.
- The format works for both single short posts, like a quick tip for X, and short mini video series, such as a three to five minute video for TikTok, Instagram Reels, or YouTube Shorts.
- According to the section's co-developer, micro content tends to convert better from an educational standpoint because it matches how people already consume content.
- The section can be used on its own, published directly as text or a short video, or it can feed forward into the next phase of the content production process.
What is the social micro content section of the buyer brief?
The micro content section is the part of the buyer brief where you take the buyer blueprint, the strategic and creative brief, and your brand style guide and use them to create quick, easy-to-digest content, such as tweets, Instagram images, and captions, aimed at your specific customer avatar and buyer persona.
What kinds of content does this section help you create?
It’s built around formats like thought starters, Instagram captions, and short content listicles, for example a “top seven ways to do X for Y result” idea. These are pieces you can turn into a quick post, a short video you shoot and hand to an editor, or a graphic you build in Canva, and they’re meant to keep your brand relevant and on-topic online without requiring a long blog post.
Does this section work for short-form video too?
Yes. Alongside single posts, the section is designed for mini video series, such as a three to five minute video you can post to TikTok, Instagram Reels, or YouTube Shorts. It gives you a place to develop the video scripts and frameworks for that series, and you can add your own framework or content style to the section if you already have one that works for you.
Why does micro content convert better, according to this section?
The section was developed with Kelly Tenny, the director of wisdom at Gen AI University. From an educational standpoint, she found that micro content tends to convert better because it matches how people are already consuming content, favoring short, quick-to-digest pieces over longer formats.
How does this section fit into the rest of the content production process?
You can use the micro content section as a standalone deliverable, publishing it directly as text or a short video, or you can let it feed into the next phase of content production. The next episode in the series covers the “wh” brainstorming questions, the next core aspect of the buyer brief.
Full video transcript
Welcome into the next episode of the buyer brief mini-series. We’re going to be covering the micro content inside of the buyer brief. You’ve got your buyer blueprint, you’ve got your strategic and creative brief, and now we’re ready to use that brand style guide and all the context that we’ve created, focusing on our specific customer avatar and our buyer persona that we’re going to be targeting with our marketing and our messaging, and creating micro content around that.
What micro content is going to help you do is just create quick, short, easy-to-digest content that you can use for tweets, for Instagram images, for a bunch of just captions. It’s something that can keep your brand on point and relevant while you’re online, but also thought starters and things to engage on social media that isn’t necessarily a big long blog, but it could be a quick three-minute short video series. With the rise of shorts and how popular short-form content has become, you want to make content that’s really easy to consume, but also build that trust in those relationships and add value online to your customers, to nurture them.
So you’ll see things like thought starters, Instagram captions, and short content listicles, just content that’s easy to consume and that is not difficult to create either, once you’ve got it lined out. Think top seven ways to do X for Y result, and then you shoot a little video on that, and then you have your editing team, or yourself, go edit it and put that online. Then you can keep creating content that’s relevant in the right topic and tone, which is going to get your message out there online and in front of your target audience.
This section, again, feel free to expand on it, but it is really designed to help with creating a lot of the content that you can go and take to the next step, whether it’s scheduling it to post, or just posting it, or bringing it into Canva to turn it into a really cool graphic. It’s inspiration to help get you along the way.
We developed this section along with Kelly Tenny, who is the director of wisdom at Gen AI University. From an educational background, Kelly has discovered that micro content in general tends to convert better from an educational standpoint, because it’s how people are consuming content as it is.
So if you’re creating content that’s just short quick tips or otherwise for your X, Twitter account, that’s one form of it. But if you’re doing a mini video series that you’re going to post on your TikTok, your Instagram Reels, and your YouTube Shorts, then use this section for inspiration to get that three to five minute quick video that will help people with consuming an idea. You can use this section for coming up with those video scripts and those frameworks, and also for adding your own to the mix. If you have a style of content or a type of framework that you tend to work better from, you can use and build on this section with that.
So make sure that as you’re going through the section, again, this is one phase that could either go out just by text, or it’s going to feed into the next area, passing the baton down the content production process. However you do use the section, make sure you let me know how it works for you. In the next section we’re going to cover the last core aspect of our buyer brief, which is going to be the “wh” brainstorming questions. I’ll see you there.