Today, the team is going to talk about “bite-sized” marketing, or small pieces of content that are easily digestible in a very short time frame. The idea comes from Chris Brogan, who has a lot of great things to say about the future of digital marketing.
However, one thing we’ve noticed when it comes to these bite-sized and snackable pieces of content is that they don’t get a lot of attention from businesses invested in creating more longform, “expert” content. This is especially true in the B2B world, which has been slower to adopt short pieces of content. However, bite-sized marketing really can work! Here’s what we’re talking about.
Small Bite Content and Why it Matters
Small bite content is all about making content easy to consume in today’s world. And no matter how much value in-depth, longform content has (and it’s a lot!), sometimes buyers simply won’t have enough time to look at it. Instead, they’ll make important decisions based on much smaller pieces of content.
Small bite content can exist almost everywhere outside of a whitepaper. A Tweet or a short Facebook post are both entirely acceptable options! You may also find that a brief video clip works well for your brand, or a short chat/text message, or a brief business update that’s easy to send out to your audience and only takes seconds to absorb.
There’s good reason to practice this, too. Buyers in general spend less than a minute on the average website, and often even less time on mobile devices, where a significant number of buying decisions are being made. For younger Americans, reading time per day is down to only 8.4 or fewer minutes each day. Increasingly, you don’t have a lot of time to reach people! So let’s take a look at how to incorporate small bites into your marketing.
Looking for a good place to start? Try tasty email bites – beginning with your email subject line. Remember, also half of the people who get an email decide whether or not to open it based simply on the subject line, and this number can rise in the professional world.
So, what does your email subject line need to make it powerful? Start by thinking about it as an introduction to your email content, or even the first (short) sentence of your email. Make it very clear what you’re going to talk about and offer. That’s the right direction!
Try the Flag and Song
Flag and song is another Chris Brogan concept that’s a bit related to the old concept of an elevator pitch, except for online content. The “flag” in this case is the basic summary of your brand in just a few words. Think if it as being even shorter than a mission statement – something that instantly conveys what the business is like without wasting any time. For example, “I sell destination travel marketing.”
The “song,” then, is a somewhat longer explanation of why you’re in business, and what you offer to people to make it worth their time. This of this is a single sentence, the main opening in what an elevator pitch would be like. For example, “People want to get off the beaten path but feel confident and safe. I make that happen.”
Practice Bite-Sized Content
With flag and song and a few platforms picked out, you’re ready to practice bite-sized content. And practice really is the key here: Writing great content that only takes seconds to absorb isn’t easy, and it will take time to get better at it. Start by thinking hard about your products and services, and what they offer to buyers – particularly what buyers seem most pleased with, in your experience. When you have a few ideas down, share them with peers first: It can be difficult to know how bite-sized content looks to others until you ask around!
Now that you’ve thought about it for a little while, do you have any ideas for social media content that people can snack on? How do you think that these bites can be most successfully applied to more B2B situations – and still be effective? Connect with us @21handshake and let’s chat about it! If you loved this episode, great! Please take a moment to rate us five stars and share with a friend.