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Content is King, Communication is Emperor: The 4 C’s of Digital Communication

Content is King, Communication is Emperor: The 4 C’s of Digital Communication

Key Takeaways:

– Communicating with customers and clients online presents complications.

– When planning your digital content, make sure you follow these 4 C’s of communication.

– Focused content that delivers a clear message will be more effective for your small business.

– Use storytelling elements and consistently communicate with your audience.

When it comes to interacting with potential consumers as a small business in the digital sphere, nothing is more accurate nor relevant.

Communicating with customers online presents a number of challenges that leave very little room for error (think: semantics, context clues, visual and emotional cues, etc.). If you’re planning out digital content and communications for your small business, you’ve come to the right place. Allow us to introduce you to four of your new best friends, “the four C’s of communication”:

You may have heard it said that “a confused mind takes no action.”

Be Clear

The ability to effectively communicate with your audience is arguably the most important indicator for your small business’s success in the digital sphere. If your message is unclear, you risk confusing – and losing – potential consumers to the point of no return.

One of the most important lessons in creating effective digital content? Clarity trumps cleverness every time. You’re only allowed to get clever with your messaging when, and only when, you are 100% successful at communicating your message clearly and concisely— speaking of which…

Be Concise

Oxford Languages defines “concise” as “giving a lot of information clearly and in a few words; brief but comprehensive.” This one’s a biggie in digital communication, especially considering that the average humans’ attention span is only eight seconds long. Concise communication takes practice; it can be challenging for small businesses to nail down, especially when they need to convey a lot of important information at once. However, when small businesses understand that concision focuses their audience’s attention and increases their message’s persuasiveness, it becomes a skill worth learning.

Be Consistent

When it comes to communicating with your audience online, consistency is key. What does consistent communication look like for a small business? It looks like repeatedly exposing your audience to the same core messages, visual elements, and other branded components across all the digital marketing channels where users can find your business. What’s more, consistent messaging effectively solidifies brand recognition and cultivates loyalty and trust amongst consumers.

Be Compelling

Last, but certainly not least, is the importance of creating compelling content. Content that qualifies as “compelling” elicits a desired emotional response from its readers. Compelling content is content that sticks, mostly because it makes its readers feel something. It connects with your audience emotionally and positions your product or service as the best solution for your customers’ struggles or concerns. Compelling content makes a reader feel like it was written just for them. It’s engaging, it’s relevant, it converts, and it’s crucial for small businesses competing in the digital space.

Start Planning Effective Content!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office