One of my biggest pet peeves in mar­ket­ing is over­sat­u­rated con­tent. I can’t stand any­thing that makes it com­pli­cated for the con­sumer to find what they are look­ing for. Sim­ple, eas­ily action­able con­tent always wins out. When I dis­cussed my aver­sion to over­sat­u­rated con­tent in a blog about mar­ket­ing pet peeves, I was refer­ring to dig­i­tal mar­ket­ing con­tent, but it’s not just the dig­i­tal domain that can ben­e­fit from simplicity.

The strate­gist team at Busi­ness Stan­dard talks about the ben­e­fits of sim­plic­ity in a blog called “Keep It Sim­ple.” They write that some brands think that “in order to posi­tion a brand as a ‘lux­ury’ alter­na­tive, you must pro­vide cus­tomers with more fea­tures, perks, and options.” The idea that excess and com­plex­ity equate with lux­ury is unfounded. Real lux­ury items show cus­tomers exactly what they want. The key “is to make the right high-quality choices for these cus­tomers.” Mar­keters can make these choices based on reli­able, aggre­gate data. As I’ve stated in a pre­vi­ous blog, a lux­ury ser­vice is one that pro­vides a sim­ple, per­son­ally catered experience.

Sim­pli­fy­ing your con­tent does not mean remov­ing customer-unique fea­tures. It means the oppo­site. “Cus­tomiz­ing con­tent … is a form of sim­plic­ity because it involves win­now­ing infor­ma­tion and increas­ing rel­e­vancy.” You can sim­plify your con­tent by cus­tomiz­ing it accord­ing to your con­sumers. Only use con­tent that is rel­e­vant to your demo­graphic. Keep your con­tent sim­ple; tar­get your consumers.