If you do any kind of marketing, you’re probably aware of the latest marketing tips, trends, and buzzwords that are bandied around in industry news. Trendy methods come and go, but there’s one tactic that will never go out of style: Communication.

That’s the whole purpose of marketing, after all — communication with prospects to help them get to know you, and vice versa. But that simple goal can be lost in the shuffle when you’re trying to follow the latest marketing styles. Here’s how to get back to communication basics:

• Remember that marketing is a two-way exchange of value. You have to give readers what they want to get them to give you what you want: communication, interaction, and ultimately, sales.

• Have fun with your marketing! A little levity makes content more entertaining and human. Use technical language and industry jargon when appropriate (such as in white papers), but try to tell stories and use layman’s terms in your communication whenever possible.

• Be more social. Decide where your target audience is most likely to hang out, and interact with them there — whether it’s Facebook, LinkedIn, or another social media site. You might even consider repurposing some of your content for other platforms, such as YouTube videos. Get creative with your communication!

• Honesty is the best policy. Exaggerating or obscuring the truth won’t endear you to prospects. Hyperbole and relentless self-promotion can even hurt your marketing efforts. And instead of ignoring negative feedback, you can use your content as a way to respond to criticism and explain why your product or service is an excellent choice for your prospects.

Ignoring trends completely isn’t a good answer, either. Many trends do work: Social media is here to stay, though the format will likely evolve in the coming years. But what all successful trends boil down to is effective communication with the prospects and customers you need to engage. As long as you don’t take your eye off that target, your content marketing will surely hit its mark.