HOW TO MAKE QUALITY MICRO CONTENT

The term “micro content” is something I started using three or four years ago. The notion was: content made specifically for the platform. You know, the videos, the pictures, the quotes, the written words that work on Facebook, Twitter, Tumblr, Pinterest, Instagram, Snapchat, and TikTok. 

It was the context of the bookJab Jab Jab Right Hook.  

HOW YOU CAN CREATE GOOD MICRO CONTENT

1. QUALITY CONTENT IS SUBJECTIVE 

So, you want to know how to make good micro content and how to consistently get your team to do it? First of all, good content is subjective, right? Some people like Game of Thrones. Some people watch Game of Thrones and don’t like it (very few, I think, because it’s a very popular show) but you know it is still clearly subjective. That’s number one.

2. YOUR TEAM WILL LEARN THROUGH OSMOSIS 

Number two, once you get to a place where you can afford it, how do you get a team to start the process of creating micro-content for your or your brand?

When it comes to building the skills on a team, I wouldn’t say it’s about education. 

I would say that, for me, scaling and getting my team to get there has a lot to do with what I call “osmosis.” That is, putting the knowledge into the “stream” versus making them attend a class.  

Osmosis is also how you ensure your team is executing at the highest level from the top to the bottom – by letting them learn gradually from the environment and not being crippled when they’re “off” a little bit. For example, rather than over impose my will on creative output, I’ll let the market decide and let my employees learn from the outcome. 

By the way, not everyone learns like me. My team and I wasted an enormous amount of time on senior people training junior people through osmosis. When we evolved into providing more products I realized, stuff (products, technology, services) to support people through a more structured learning process could be beneficial. Still, depending on the situation, I usually use osmosis. 

3. RESPECT YOUR AUDIENCE 

You’ve got to respect your audience. This means, you’ve got to respect the psychology of what they’re doing when they’re on the platform. I know a 40 year old woman has a different mindset when she’s on Facebook versus when she’s on Pinterest. That is what I keep in mind when I try to tell her a story, because I know I’m on Pinterest. On Pintrest, she has intent to shop and aspiration to shop. On Facebook, she’s keeping up with her world or consuming information. So I strategize around the psychology and the platform itself. 

4. MAKE IT ABOUT THEM

When I say respect, I put out content that I think she will like versus what I’d like to accomplish. Yes, I’d like to sell rosé, but if I put it in a way that is more interesting to a mom, like five under $10 bottles of wine that help you unwind at the end of a full day with the kids, that would resonate better. Then you target eight-year-old kid moms.

Something like, 12 wines somebody who’s 38 will like and then targeting people that were born in 1982, could also work well. These are all strategies that will work. Add a very heavy Facebook or Instagram glamour’ shot of the wine at a nice angle. It’s that kind of stuff, stuff that’s cool and nice. 

Respecting the audience, respecting the platform, and taking your agenda and making it third – that’s how you make great micro content. 

That’s it for now! If you enjoyed that article it would mean a lot to me if you share it on Twitter.

CAREER ADVICE IN A PANDEMIC

Empathy is needed now more than ever. Times are tough right now, that much is a given. But, that phrase, “times are tough” does nothing to help. No one has all of the answers, but we can all lend each other an ear and offer advice when necessary. Keep reading to hear my advice for anyone looking to switch careers during a pandemic. 

STEP 1:  DO NOT SPEND TOO MUCH TIME DWELLING. 

Because the reality is, it happened. Dwelling on the past or what might have been helps no one. 

STEP 2:  CONVERT IT INTO OPPORTUNITY.

Now that you’re on Step 2, here are some questions to ask yourself: Did you love your job? If you didn’t, do you even love the career field you’re in? And if you don’t–turn sugar honey ice tea into something positive. Lemonade. 

The reality is that one of the great opportunities in life is taking a shit situation and turning it into something positive. Many people, I would argue 50%, of the people that were laid off during the pandemic, genuinely disliked their job. Furthermore, they genuinely disliked their field. These people should start creating content.

STEP 3: USE YOUR SPARE TIME TO EXECUTE YOUR IDEAS. 

Let me give you a really good one. If you’re this person, someone that lost their job during the pandemic (and honestly didn’t like their job very much in the first place) write a Linkedin post titled A love letter to my future working self. Then, write the letter explaining why you’re going to go into the dance industry, why you’re passionate about it,  and what you see, aka what are the trends occurring in that industry that you can’t wait to innovate or imitate. 

What’s happening is, it’s therapy for you, but much more important: you’re putting out a manifesto of your ideas and observations on LinkedIn. All you need is one person in that industry to see your post and say, “Holy crap. That’s a great point.” Then hopefully that person emails you and gives you an entry level job into the “dance” or “music” or “animation” or “sports” industry. 


I don’t tend to go very literally often, but in this post I am challenging and trying to inspire you to convert your feelings from dwelling to opportunity. Literally here are tactics. Now go on LinkedIn and write that post I just described, then come back to me and email me your crazy success story at [email protected]