In the realm of creating content, we’d all agree that ‘less is more’. At least in principle.
But efforts to distil are often followed with efforts to expand – especially in product marketing.
Here there’s an instinctive desire to cover everything that a technology is, does, achieves, costs and impacts. And inevitably this ends up being quite a body of content – not all of which is required by the customer.
Check out the meme, ‘Un-distilling’. Have you reduced content, only to have it expanded?
The challenges represented by ‘Un-distilling’ relate to:
- Head of Sales looking to arm their sales teams with short, punchy customer content
- Product or solution marketing managers needing to balance brevity and comprehensiveness in their product collateral
- Campaign managers trying to get the most concise articulation of the product engineered into the campaign flow and assets
This post is 1:50 from #WhenTheAgency, a witty collection of observations through the eyes of the tech marketing agency. All memes are available to drag and drop into presentations or social posts. Visitors are encouraged to share and create knowing smiles amongst your colleagues and peers.
The full library of memes for #WhenTheAgency is available here. Enjoy!