What can a man who lived 2,200+ years ago teach us about content marketing?Glad you asked!Aristotle said: 'To write well, express yourself like the common people, but think like a wise man.'Even in 300 BC, it was understood that simplicity was the best way to connect with your audience.In a modern context, here’s how I would apply that philosophy in the form of a few content best practices:

• Know that not everyone understands coworking or the flexible office model as well as you do
• Share your thoughts in a way that would be easily understood by someone who has no idea what you’re talking about
• Understand what you offer but communicate it in the context of how it benefits your ideal member
• Eliminate jargon and 10-dollar words from your content
• Write at a 7th-grade reading level and use a tool like the Hemingway app to check this

If you can take your ideas, insights, and expertise and write them in a simple, benefits-oriented way, you’ll be thinking like a wise man and expressing yourself like the common man.And you’ll be making Aristotle proud.