Early in my career I worked in Marketing for a well-respected architectural firm in Chicago. I learned about the designs of Frank Lloyd Wright, Louis Sullivan and Mies van der Rohe, the king of the glass box building, who appropriately coined the phrase “Less is more.” It’s a mantra that I’ve tried to emulate both personally and professionally and it’s also become an alternative to the original “content is king” strategy in digital marketing.
Today, consumers are overwhelmed by too much content and a better strategy to engage them would be to provide simple, creative content that tells a story and makes an impact. Here are a few tips to do just that:
1. Tell your story with heart
The core of your brand is in its story. Make it simple, make it easy to understand, but craft messages that resonate with your audience on an emotional level and tug at the their heart strings.
2. Make your content easy to skim
Quick and easy, that’s how digital content has transformed users. Whether it’s infographics, videos, or pictures people don’t have the time (or the desire) to consume information that requires a hefty time investment. All you need to do is add a simple caption to your photos or a short intro announcing video to get your message across and successfully embrace your readers who will come back for more.
3. Bold, yet simple messaging and design wins
The most successful and iconic brands of the day -- Apple, Uber, Nike, Google -- all market using bold strategies that say very little. Their success is due to creating massive channels of advocates. As well as their ability to brand a recognizable image or slogan that instills particular values and warrants a calculable response.
4. Encourage advocates to spread your message
Once you’ve said it quickly and said it well, your followers will share, like, post and more to emotionally connect with your digital brand. Make sure that your content is unique, exciting and able to create peer-to-peer endorsements. It’s a never-ending process, but once you establish a strong online presence, the digital marketing ecosystem works itself.