How to use content marketing to simplify complex products
Do you sell a complicated product or service? Or maybe your focus is on innovation so you’re introducing something new that your customers aren’t familiar with? One of the biggest challenges can be communicating the value of what you have to offer to your potential customers. When your product or service is intricate or highly technical, you need to find a way to simplify your explanation.
Creating the right messaging and content will help you simplify your communication and allow your audience to see the value in your offering.
Why simplifying is important
Here is why it’s important to take a simple approach to your marketing communications even if you have a high tech or complicated product:
Increased understanding: If potential customers don't understand your product, they won't buy it. Simplified content ensures your audience can grasp the key benefits and uses of your product.
Build trust and credibility: When you break down complex ideas into understandable content, you build trust with your audience. You come across as an authority in your field as you showcase your expertise.
Improved engagement: Clear, concise content is more engaging. People are more likely to read, share, and act on content they understand.
How to simplify with content
Understand what your audience needs
It always starts with your audience when it comes to marketing. Who are your customers? What problems do they need solving? What is their knowledge level when it comes to your offering?
If there are different groups within your target market, make sure you create content for each group. For example, you may have customers who are beginners, but you also may be selling to experts.
Forget about jargon
Tell a story instead of using flashy buzzwords or technical jargon. This could mean focusing your narrative on a common problem your audience has and how your product solves it. Your audience needs to see themselves in what you are saying – they need to be able to relate.
Focus on educational content
The more your audience understands your product, the more likely they are to see the value. Create content such as:
How-to guides: Create step-by-step guides to show how to use the product or how the service works.
FAQs: Address common questions and concerns. Keep it short and simple.
Webinars and tutorials: Host webinars or create video tutorials that provide in-depth explanations of your product’s features and benefits.
Use visuals
It can be easier to process information if it’s visual. Consider using any of the following:
Infographics: Create infographics that break down complex processes or data.
Explainer videos: Use short videos to walk through the key features and benefits of your product – could be animated or otherwise.
Diagrams: Simplify technical concepts with diagrams that visually represent how your product works.
Focus on benefits instead of features
Your product/service might have a lot of bells and whistles, but that will mean nothing if your audience doesn’t know how to use them. Focus on how it will help your customer, not just how it works. Explain how your product will solve problems, save time, or improve their lives.
Leverage customer testimonials and case studies
Show how other customers have successfully used your product/service. This can make it easier for others to understand the value. It’s also social proof that your product/service works. Consider:
Testimonials: Share quotes and stories from satisfied customers who have benefited from your product.
Case Studies: Create detailed case studies that showcase how your product solved a particular problem for a customer, including before-and-after scenarios and measurable results.
Remember that you can’t ever “set it and forget it” when it comes to marketing. Sometimes your messaging needs to change along with updates to the product/service. Other times, your customer needs change or even industry processes. Even if you have a great strategy set up, you need to monitor it and make sure that your content evolves with your product/service to keep it simple and straight forward.
Not sure where to start? Book a free consultation with me!