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Content Creation: Is Less Still More?

Coles Marketing Less is More

No matter what your vocation, from Hollywood actor to marketing executive, you’ve no doubt heard the advice that “less is more.” The phrase, first attributed to poet Robert Browning, has evolved into an almost universally-accepted truth

Christopher Lloyd

Christopher Lloyd

that audiences appreciate a simple, subtle presentation over a loud, brash one.

Nowhere is this more prevalent than in marketing and websites, where we’re constantly being told people don’t want to see a wall of text on a homepage, or wade through tons of content before getting to the information they came for.


Simplify and streamline

Jason DeMers at Forbes sums it up well: “We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.”

In his article focusing on the marketing success of Apple, DeMers argues consumers want us to simplify the decision-making process. The best way to do this is by giving them the information they need to know — and leaving out the rest.

He also includes some salient data, like only 16 percent of website visitors read every word on a page, and the average American sees anywhere from 250 to several thousand ads or marketing messages every day!


Less>more? Still?

But is “less is more” really the right approach for EVERY circumstance and outreach platform?

After all, the great movement in marketing these days is “brand journalism,” in which companies bypass traditional media and tell stories directly to the audience. Also called content marketing, the goal here is not to just sell, but to provide useful and/or entertaining information that will lead them back to the company’s products and services.

For instance, one of the things we often do at Coles Marketing is create articles for a client’s website or newsletter, such as gardening tips or planning for the new Medicare investment tax. In this case, a well-researched column of 500-600 words, including attractive photos and useful links, would seem to fall under the definition of “more is more.”


Spare on top, thicker below

And in some audience engagements, people really do want more information than a superficial outline. Medical care and financial investment are two areas that immediately spring to mind.

If you were looking for an OB/GYN or someone to help you plan for retirement, who would you choose: someone with very vague rah-rah type of content on their website and messaging, or a company or organization that demonstrated its deep knowledge base?

Also, Google’s latest algorithms favor lots of subheadings and links, so more content is often better for SEO purposes.

Our take is your initial engagement with an audience should be simple and direct, but give them a pathway to discover more in-depth information about who your company is and what you do. The strategy should be like male-pattern baldness — spare on top, but thicker below.

For example, we recently created an entire new website for a healthcare provider client. Their homepage and navigation are models of elegant simplicity. But you can also go deeper into the subpages and find a wealth of knowledge about various medical conditions.

So in short: give them less, but offer them more. And Coles Marketing can help!


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Humblebrag: Media Relations

Coles Marketing Media Relations

Media relations remains a strong service line for us at Coles Marketing. And we know what matters most — results.

Barbara Coles

Barbara Coles

In fact, in just under two months, we placed five clients in The Indianapolis Star Sunday business section.





Are you ready to talk to the media? Our media training program will leave you and your colleagues prepared when the media calls for a response.

What you get:

  • Three-hour crisis communications workshop for up to 10 people
  • Media relations handbook
  • Customized crisis communications manual with anticipated situations
  • Customized crisis communications emergency contact list
  • Video playback from media relations roleplaying situations

Or better yet, become a client and we’ll teach you how to further develop a positive and productive relationship with the media. To discuss our media training and crisis communications services, call us today!

Coles Marketing Media Slick


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Google+ in the Wake of Authorship Demise


It’s the end of Google Authorship as we know it … or knew it. On Aug. 28, Google’s John Mueller posted, “Unfortunately, we’ve observed that this information isn’t as useful to our users as we’d hoped, and can even distract from those results.

Tiffany Whisner

Tiffany Whisner

With this in mind, we’ve made the difficult decision to stop showing authorship in search results.”

As Forbes contributor John Rampton noted in his article, there were two main reasons for the death of authorship. One was low adoption rates by webmaster and authors. The other was authorship provided low value for searchers. Could Google+ be next on the chopping block?


Don’t downplay your Google+ profile

True, Google+ has nowhere near the ubiquity of Facebook or Twitter in terms of social media popularity. That could lead companies to dismiss Google+ because it isn’t where their customers are.

And that could be a huge mistake.

In February 2014, the New York Times reported 300 million people use Google+ and its affiliated apps each month. In her article, Business News Daily Assistant Editor Nicole Fallon said an active, complete Google+ business profile can really boost your search rankings.

With the right Google+ approach, you might even see better results than paid advertisements, said Phil Penton, president of Social Integration.


Boost your business presence

“It’s not about getting people to go to Google+,” Penton said. “Google uses those posts in other Google properties. If you do everything correctly, that Google+ post will show up in search. There are people searching for your business or industry, and [those posts] will come up, which is borderline free advertising for your business.”

Here are some tips to make the most of your organization’s Google+ presence:

  • Complete your profile. Your profile should be as complete as possible to draw relevance to your profile and the services your business offers.
  • Encourage customer reviews. Ask for reviews whenever possible, as it will benefit your SEO in the long run. If you get negative reviews, make sure to respond to them.
  • Use Circles and Hangouts. These features can help your company appeal to a targeted audience and establish brand authority. Content you post is included in the Google search results when any member of your Circle searches keywords relevant to your content. And many companies use Hangouts, a video chat service, for announcements, webinars and more.
  • Set up connected Google+ pages. Businesses establish credibility by linking their Google+ profiles with Google products like Maps and Google+ Local. “Any time you get a review or update photos, they will show up on Google Maps. The [profiles] that have the most up-to-date information do well,” Penton said.


We still live in a Google world

Even with the demise of Google Authorship, Google+ is still a goldmine for SEO. “The data Google is mining from conversations on the network gives them unprecedented knowledge of your value and the market that is likely to be interested in your goods and services,” said Janet Fouts in her Business 2 Community article.

Google+ may be more relevant than ever for brand and content marketers. It’s part of the Google algorithm. And the SEO value your content will get by being posted to Google+ shows it is more than just a social profile.

“Google+ is Google’s product,” said Ronn Torossian, CEO and founder of 5WPR. “Since we’re all marketers living in Google’s world, we should make a strong effort in delivering content to the platform.”

Have questions about Google+ and how to make it work for your business? Contact Coles Marketing today!


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