Content marketing, referring to the content or copy a business serves to the potential customers, plays a significant part in marketing and branding. However, misconception arises as many companies think that more contents equal better.
Well, the thing is, it is not always the case. Instead, in most cases, less is actually more. Unfortunately, many companies tend to think that less equals to not providing enough information. But, what is enough?
In a content marketing campaign, there is a rule called 5 Cs. They are clear, concise, compelling, credible, and calling for action.
Following this format, there is no rule saying to deliver a lengthy text for marketing a product. However, there is the word concise in which, to some point, translates to ‘less.’
How Less is More Works in Content Marketing
Speaking of content marketing, the issue is never about how short or long a content is, but it relies on the message. Companies and business leaders should focus on what idea they want to deliver as well as the delivery.
Considering people’s awareness to reading materials, it has shifted greatly from the old times. With the rising digital technology enabling easier access to information, people have more options on which reading materials they want to read.
The thing is, the same behavior applies to reading a content marketing campaign. People tend to go directly into what’s the core beyond the whole passages, thus skipping is oftentimes a habit.
Hence, going clear and concise in generating a content for business campaign is an effective and efficient way to directly deliver the message. Such attempts will be much easier to grab readers’ attention arguably.
Now, the problem is this kind of attempt is pretty much challenging to conduct. Keeping the content informative but having to be concise is hard, not to mention making it clear, compelling, credible, and has a call for action.
Therefore, this is why content and copy writers exist. It is the job of these two positions to sum up the details, specify the message, and beautify the delivery.
Writer: Doddy D. Wahyuwono
