Can Anyone Make Good Micro-Content?

Joe asks, "Can anyone create good micro content? How can you make sure your team consistently creates good content? " Joe, great question. First

for everybody's watching and or listening, I want to talk about the term micro content. It's something I started using 3 4 years ago. It hasn't really caught on. I myself don't know how often I'm going to use it going forward. But the notion was content made specifically for the platform. You know, the videos and the pictures, the quotes, the written words that worked on Facebook, Twitter, Tumblr, Pinterest, Instagram, Snapchat, Vine. It was the context of the book. Jab, Jab, Roy Hook. You rod. Throw it up there. Show it. They got it. Mhm. You got it. Okay.

So, you know, how do you make good micro content? How do you consistently get your team to do it? First of all, content is subjective, right? Steve likes Game of Thrones shows. I don't. Not that I don't like it. and I just haven't even seen it yet. Some people watch Game of Thrones and don't like it. Very few, I think, cuz it's very

popular. But, you know, it is still clearly subjective. That's number one. Number two, how do you get a team to be good at anything when you're scaling your kind of POV on the world and marketing to a 400 person and downstairs? A lot of comments about downstairs. We'll get there. Um, uh, organization, it's about education. But I would actually say that for me, scaling and getting my team to get there has a lot to do more with osmosis, right? like putting it into the water stream versus having a class that teaches it. Sure, you can write a book. Sure, we have lunch and learns and learnups within the organization, but they're not attended that well. We need to talk about that, by the way. Um, what's happening more here is people are doing and people are smart. You know, it starts with hiring good people, smart people. And then when you realize you've hired somebody who's not capable of learning through that process, well, then you got to make some decisions. But to me, making good content takes a couple

of core pillars. Number one, you've got to respect your audience. Meaning, the psychology of what they're doing when they're on the platform. I know a 40-year-old woman is in a different mindset when she's on Facebook versus when she's on Pinterest. And that is how I try to storytell to her because I know on Pinterest, she has intent to shop, aspiration to shop, and on Facebook, she's keeping up with her world or consuming information. And so I strategize around that, the psychology and the platform itself. Number two, 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 give me a bottle of wine. Yes, I'd like to a little faster, Alex. I know it's early. Yes, I'd like to sell this, but if I put it in a way that is more interesting to her, five under $10 bottles of wine that, you know, help you get through the day when you have 8-year-old kids and then you target 8-year-old kid moms, you're going to start getting into a game that gives you a better chance. You know, 12 wines somebody who's 38 will like and then you target people from that were born in 1975. These are all strategies that will work. again very heavy Facebook or Instagram taking a glamour shot of it in an angle and it's just like cool and nice. Like it's all that kind of stuff. Respecting the audience, respecting the platform, taking your agenda and making it third. Oh crap. Wait. Subscribe. I need subscriptions because I can't push this many right hooks in social. Subscribe.