Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity." – Charles Mingus.
Many B2B marketers ask themselves the common question: How do I make my marketing messages simple and resonant to draw in new audiences?
The answer is to distill complex ideas into their core essence and communicate them in clear, relatable terms.
This article will explore the art of simplifying complex topics to help B2B brands ditch the jargon and frame marketing messages into compelling, actionable solutions. Read on to learn more.
Audience research is the cornerstone of any great content strategy. Understanding your core customer base and what makes them tick is the first step in tailoring content marketing strategies to address their pain points and build trust in your brand.
A recent survey revealed that 47% of marketers agree that audience research is the top contributing factor to the success of their content marketing campaigns.
Conducting surveys, focus groups, and using social listening tools will help you identify audience segments and discover the industry talking points that matter most to them.
Additionally, carefully consider the level of knowledge each segment has about your chosen topics. CFOs, for example, will have separate priorities from CTOs and approach complex subjects differently. Ultimately, you wouldn't waste your time reading about a topic you know inside out, so make sure you understand who would find your basic 'how to' article useful and who would instead want to explore the 'why' of the topic in hand.
Content marketers approach subject research differently; there's no one-size-fits-all approach to gathering information sources.
For instance, some marketers will start thinking about the end product and the feelings they want to elicit in the reader when they encounter the campaign. From there, they will 'reverse engineer' the structure and arguments of the final piece, incorporating just the information they need to create the desired outcome.
Alternatively, content marketers can research extensively, gathering relevant information from various sources, evaluating it, and crafting the ideal piece of content based on what they have learned.
The key takeaway from both approaches is to organise the information you need to explore your complex topic effectively. Be discerning about the research rabbit holes you go down to ensure that every informational tidbit you find contributes to your main message.
Deploying storytelling techniques is the best way to attract and maintain your audience's attention as you guide them through the ins and outs of your content journey.
Here are a few classic storytelling techniques to help you craft a compelling brand narrative:
Choosing keywords thoughtfully forms the bridge connecting complex subjects to your audience's understanding and search intent.
According to findings from Ahrefs, 96.55% of web pages receive no organic traffic because they don't include keywords in the title, meta description and on-page copy.
Using keyword research tools like SEMrush will help you uncover the specific terminology and phrases audiences use to find solutions to their challenges. From there, content marketers can naturally incorporate these terms to translate their complicated concepts into relatable content.
The choice of whether or not to use jargon will depend on your audience's preferred vernacular. Sometimes, industry-specific terms act like shorthand and help marketers get their messages across quickly. However, if jargon terms are not widely used, using them without clear explanations will make your copy harder to understand.
"The medium is the message," is an educational adage suggesting that the content form (be it a long-form blog post, whitepaper or video) is just as important as the message itself.
For content marketers discussing complex topics, this idea underscores the importance of exploring different mediums to make information more accessible and engaging. For instance, an animated video simplifies abstract concepts into clear visuals to better maintain the viewer's interest than text alone.
Similarly, for pieces that require long-form copy, a clear content structure incorporating bullet point summaries, illustrative quotes, and survey stats facilitates straightforward sharing and audience engagement.
Most crucially, however, adding a clear call to action ensures audiences know what to do next, whether that means engaging further with your content or getting in touch directly with your team.
In conclusion, simplifying complex topics into effective content marketing campaigns is both an art and a strategic necessity in the digital age. It requires a deep understanding of your audience and exploring creative storytelling techniques to make information accessible and relatable to your customers' needs.
CopyHouse applies strategic content marketing to tech-led B2B clients, both domestically and internationally. Find out more about how we can help optimise your use of LinkedIn and align it with your campaigns and content activity — contact us at marketing@copyhouse.io.
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