The Cardinal Rule of Content Marketing

When people encounter situations and circumstances that are complex – and open to interpretation, their only saviors are clarity and simplicity.

That’s the role of content marketing.

Consumers today are looking for answers – solutions that solve their problems without compromise.

Imagine that you are responsible for a project that requires fastening pieces of lumber together.

This particular project is an important one, so you have hired an attorney to describe the operation in detail for your contractor to ensure they use the appropriate materials and tools – nails and a hammer.

Imagine you are also responsible for securing the materials.

You have little knowledge of carpentry or trade skills, so following the explicit instructions of your attorney, you venture to your local hardware store to secure the necessary “inter-fibrous friction fasteners.”

After a somewhat awkward discussion with an experienced and patient representative, he exclaims his understanding, “Ah, you are looking for nails!”

The cardinal rule of content marketing is this: Create messaging that is clear, tight, and rich with details that resonate with your audience.

Communicating with clarity is a skill that successful content marketers share.

They use simple language that resonates with their audience – and nothing more.

Using the language of your audience not only effectively communicates your message for them – but also for the search engines.

This naturally attracts more attention to your solutions, and effectively grows your audience.

In an environment where people are overloaded with information, they will will seek out what easily and quickly leads them where they want to go.  

Your future customers want and demand simplicity and clarity.

When you can accomplish that – you have nailed it.

Otherwise, you are screwed.

Leave a comment below or share this with your community with any of the share buttons below – or with those on the little red bar at the bottom of this page.  

Until tomorrow,  Jeff

Photo Credit: Waltzzz 
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Comments

  1. Hi Jeff

    Totally agree with you! We are bombarded every single day with thousands of messages, full of marketing jargon, they almost become white noise! Then you’ll see one which gives you, in simple terms that you understand, a solution to your problem. Hey presto!

    Like you say, unless, as a marketer, you do this, you are just the white noise.

    Nice post!

    Michelle

    • Jeff Korhan says:

      Thanks Michelle – Two recent experiences inspired this – working with attorneys on drafting a document, and trying to comprehend the instructions for undergoing a routine medical procedure.

      I was amazed at how complicated folks can make things – which of course makes us all want to tune out.

      So, as marketers we have to show the way!

  2. Jeff thanks for the great post. At Adhere Creative we believe that content marketing is the best way to secure leads. By presenting content with value to your target market, you not only get them coming back to read more, you aslo get the added benefit of really qualifying your leads to people who are searching for the product or service you are providing. We have a inbound marketing e-book that you may enjoy. Again thanks for the great article.

  3. You hit the nail on the head with this one! lol Simplify, Simplify, Simplify…. edit, edit, edit and edit some more.

    Consumers don’t have the time to read long posts, even if they’re interested in the subject matter.

    I have a formula that I’ve used with some of my clients blogs… 1st paragraph – tell them what your going to write about. 2nd paragraph – Go into depth about your subject. 3rd paragraph – Tell the reader what they should “take away” from your article.

    With this formula readers can scan the posts and decide if they want to take the time to read it.

    • Jeff Korhan says:

      Good Formula Amy – My formula is something like this:

      1. Attract
      2. Engage
      3. Convert

      with number one probably being the most important. If you can’t tell what the post is about in the first couple of sentences, there isn’t much reason to read further.

      Sounds like we’re on the same page. :)

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