Content Marketing: Keep It Simple

author image Written by: Content Team           Categories - Digital Marketing, SEO Tips

Why Overusing a Thesaurus Doesn’t Help Your SEO

content marketing In the fifth grade I began reading J.R.R. Tolkien’s The Lord of the Rings. My English teacher at the time saw this, and told me that I was reading at a university level. I was flattered; I’d never been “exceptional” at anything, so I let it get to my head. In high school I wrote poems and stories using complicated words in the hopes of sounding smart. Now, as an adult, I understand one basic truth: big words don’t make you look smart—anyone, even an SEO specialist, can use a thesaurus. Today, I’m going to explain how good content marketing can benefit from simple language.

Simple English is Accessible English

Not everyone has access to a post-secondary education (even those that do don’t necessarily study English). Not everyone speaks English as their first language. And for people with disorders like dyslexia, an obsession with over-the-top language is frustrating at best. But just about anyone can become your client, no matter their language skills. If you want to reach the widest audience possible, then find a simple, clean, and direct way of getting your point across.

Don’t Be Pretentious

Unless you’re stuck with an awkward SEO keyword that forces you to craft weird, old-fashioned sentences (we’ve all been there), then you want to avoid pretentious language or style. It’s not impressive—it’s just annoying. Unnecessary passive voice? Don’t do it. Archaic words? Leave them in the past. French or Latin words when there’s a perfectly good English substitute? Please, stop trying to show off. As for jargon? Well, every rule has an exception…

Client Voices

If it’s a client content marketing project then you need to familiarize yourself with their identity, and find their voice. Sometimes that voice includes industry-specific language that might otherwise be considered pretentious or jargon. In these cases, your audience is usually already familiar with the subject matter and knows the lingo. But even then, I still recommend writing as simply as possible. Because…

You Will Sound Smarter

Not to mention more trustworthy. Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough,” and I couldn’t agree more. Being able to strip something down to its simplest version shows people you know it well. It makes you look like a trusted authority on the subject, and that is indispensable (like, really, really valuable) in marketing, whether it involves SEO or not. People want expert services—so show them that you’re the expert. This also means editing your work and making any cuts you can. Most of all, make your content marketing conversational. Read a sentence aloud to see how it feels. Chances are, if you can hardly say it, your audience will feel the same way reading it.

Content Team

Twitter Testing New Options For Attaching Content


Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.


This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.


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Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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