Tuesday, August 29, 2017


Small is beautiful.
— Ernst Schumacher

Bevies of experts believe "micro-content"—marcom you mold into "bite-size, digestible chunks"—can counteract customers' growing intolerance of marketing.

I'm not so sure.

If micro means publishing crap, small isn't beautiful.

If micro means posting "rough and ready" videos, small isn't beautiful.

If micro means turning tractati into tweets, small isn't beautiful.

In all these cases, small isn't small: it's only small.

If your sole success-metric is views, micro may be fine.

But if conversions are your bag, better work at it a wee bit harder.

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