By Lexi Shroll, OT Intern
Communicating through content allows brands to connect with their audiences. It can also be the very thing that steers people away. Creating content is a balancing act. You don’t want to say too much and flood your audience with content they can’t soak up. You also don’t want to pare down information until it leaves people confused about what exactly you do. It’s all about finding that perfect sweet spot, and we know how to help.
When You Say Way Too Much
Have you ever met someone who talks and talks and yet, doesn’t say much at all? It can be exhausting and frustrating. Oversharing in your content can create that same response in your audience. We get that you’re excited and passionate about your brand, but too much information can overwhelm your audience and push them to move on to a company that grabs their attention immediately.
Avoiding audience fatigue is crucial, but how do you know if you’re saying too much? What it really comes down to is finding what you need your audience to hear. Don’t overwhelm them with industry jargon or explain every aspect of your company to the finest detail. Communicating is about connection. Get to the root of your message and share it with them.
When it’s Not Enough
Now, getting to the root of your message doesn’t mean saying nothing at all. Minimalism is better in home design than in brand communication. While short messages and short-form media content grab people’s attention, it leaves something to be desired.
There is a fine line between being concise and being uninformative. You want to get your message across quickly, but don’t pull back so much that you find you haven’t said anything at all. This could result in you being overlooked or forgotten by your target audience.
Getting it Just Right
It’s all about clarity. You’ve probably heard that word before, but what does it actually mean? Clarity only comes when you know your brand. Your core values and mission statement should be evident in every piece of media you release. Once you know who you are, you’ll be able to narrow down who you’re speaking to and why. This information will help strengthen your communication with your intended audience, and by knowing this, you’ll be able to deliver your message in a clear and concise way.
Once you figure out how to communicate with your audience, don’t stop! Consistency is key. Even if your brand isn’t communicating frequently, make sure that when you do, it is aligned with your brand’s overall identity. Making that genuine connection with your audience is how you’ll know you’re communicating just right.
Communicating with your audience is one of the most important aspects of a brand’s image, and here at On Target, we understand that. Our content marketing team continuously creates content that helps brands communicate well. Don’t hesitate to reach out by giving us a call at (407) 830-4550 or filling out our contact form! We want to help your brand be the best it can be.