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Content Marketing Rule #1 - KISS: Keep It Straight & Simple

Sep 23, 2021
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Content Marketing Rule #1 - KISS Keep It Straight & Simple (1)

The internet is full of content. In fact, according to Growth Badger, in 2020, over 600 million blogs were published over 7.5 million blog posts every day. But, sadly, not all of these posts are high-quality content. 

Consistent content is essential for any brand, agency, or company looking to get found and create connections. Content marketing is a powerful tool when your content marketing efforts align to serve your target audience. 

The latest content marketing statistics reveal that when companies develop straight and simple visual content for their ideal customers, they can strengthen communication with buyers and turn them into loyal customers.

Just hitting publish isn’t going to ensure you provide an excellent customer experience. Quality is just as important as quantity. PwC reports that 86% of buyers are willing to pay more for a great customer experience. 

The content you create for a company will play a significant role in the overall customer experience. A 2021 Zen Desk survey revealed 67% of customers prefer self-service over speaking to a company representative, and 91% of customers would choose to use an online knowledge base if it were available and tailored to their needs.

Let's Break Down Content Rule #1 for Success KISS: Keep It Straight & Simple

It’s true that some people will get lucky with their content strategy and rank for important terms right away. For most of us, content marketing and Search Engine Optimization are long-term strategies. Sure, there are several ways to get quick wins, but becoming an industry thought leader doesn’t happen overnight. 

Search engines are flooded with millions of blog articles, videos, infographics, white papers, and other types of digital marketing pieces every day. Unfortunately, many people never reap the benefits of their content strategy because their content isn’t focused on the right information. A good content strategy requires strategic thought. Having a straightforward and simple approach will help you stay on message.

Say What You Mean: Be Authentic

Want to know the secret to getting people to connect? BE YOURSELF. Today’s consumer is looking for authenticity. If you overpromise or try to be something you’re not, you look untrustworthy. Trust is a commodity that you must earn. By being who you are, you allow your audience to get to know you. People want to do business with people. Let your personality come through in your content. Whether a blog, video, or presentation, let the content reflect your values and personality.

Too Much Creativity Can Be Confusing

Have you ever experienced something creative that didn’t make sense? Creativity is a great commodity that can help you stand out, but you can take things too far. A good example of the Skittles ads. You know the one where the kid has “Skittlepox.” Not only is it weird (which is ok if it’s true) it comes off like they are trying too hard. 

Skittles has made this work for them because they have used the tactic consistently. But just because it worked for them doesn’t mean it will work for you. Authenticity and creativity should work together. When looking for a way to express your brand creatively, ensure that you are not pushing away your intended audience. If they don’t get it, you lose. 

Skittles Commercial Photo

 

Use The Available Channels and Be Consistent

There are a number of great channels to get your content out. Blogging on your own site or sites like Medium, posting to social channels like Facebook, Twitter, LinkedIn, and video content marketing on YouTube are just a few. The key is finding where your audience hangs out and engage with them. 

With so many free platforms available, a distribution plan for content is another straight and simple aspect. Once you set up your profiles, make sure that the content you schedule on each channel is consistent. The user should be able to know who is speaking to them, no matter whether it's a blog, video, or social post. 

It can be overwhelming to get started on all these channels. This is why simple is a better strategy. First, it’s easier to scale. Second, you want to get a lot of your content out effectively, and trying to “think outside the box” all the time will drain you. Instead, use what you have and create a simplified strategy that will allow you to use all the channels available.

Content marketing is so much more than hitting the publish button. The companies, entrepreneurs, and brands that see success are the ones that have the guts to keep putting out great content even when they don’t see big results. The results will come if you have something to say. Consumers are hungry for great content. They want to engage with various types of content marketing from interesting and authentic people. 

Your customers want helpful content with straight and simple answers. Use the channels you have available to you and be consistent. Content marketing isn’t rocket science. Keep it straight and simple and add some creativity when it makes sense.

Are you looking for a simple and clear marketing strategy? Our Simplified Digital Marketing course provides self-paced modules on how to write SEO blog posts for your ideal buyer. It also includes a module on how to create a well-rounded buyer persona.

simplified digital marketing learn more
 
Editor's Note: This article was originally published in November 2016 and has been updated for freshness, completeness, and accuracy.
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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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