In the business-to-business sector, we’ve all been guilty of using wordy, complex or overly-technical language to explain our products and services. But when you are talking about your brand, you don’t need to impress your audience – you just need to relate to them.

The following are a few points of consideration in how to make your content more appealing to your audience and improve the overall message of your brand.

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Simple content is less congested

We want our audience to know everything about our brand – from our values and mission to services and products. The more we mention, the more convinced our readers will be, right?

Not necessarily.

On average, your audience only has enough time or attention to engage with 20-28% of your content, so it’s key that you highlight the most important and compelling aspects of your brand: who you are, what you do, why you do it.

Simple content is more relatable

The true essence of your brand can get hidden underneath your unnecessarily complex content. It can also make your messaging seem like it is disingenuous or trying too hard.

Instead, speak the way your audience does. A good rule of thumb: if you content seems too complicated for everyday conversation, consider revising.  Simple, conversational messaging creates a sense of transparency, allowing your brand to show through in a way that your audience can relate to.

Simple content is more engaging

According to Google’s Zero Moment of Truth, the average consumer engages with ten pieces of content before making a buying decision. But today’s consumers have neither the time, nor the attention span to decipher complex, verbose pieces of content, let alone ten.

Customers need messaging that is quick and easy to digest. This is especially relevant since today’s consumers use content more than ever to be more informed, and to share that information with their peers. The simpler your content is, the easier it is to share by word-of-mouth – without losing its essence in the process.

Creating simple content for B2B marketing isn’t easy. You’ve got to find a conversational tone that resonates with your target audience, and then you must pare down your messages without losing your brand essence. It may require a content audit or re-evaluation upfront, but your brand will benefit from it in the long run.

If you are unsure where to begin, let the content experts at BallantyneTaylor be your guide. Get in touch: erin@ballantynetaylor.co.nz