Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.
Break Down Your Information and Include Links to More Details
Teachers understand that students can’t process too much information at once. You can’t understand algebra without an understanding of basic math or learn about oceanic currents without familiarizing yourself with basic geography. Break down big topics into manageable bites. Include links to more technical information and details, so the reader can decide how much blog content they want to consume.
Format Content to Make It Easy to Read
Readers today are easily distracted. Most people don’t read online content as much as they skim or scan, and very often, they do that on their smartphones and tablet devices. When formatting your content, make sure your SEO copywriters use distinct headlines and sub-headings. Keep paragraphs short, which makes it easier for your audience to read. Incorporate white space within your content to give the eye a place to rest. Include bulleted lists or numbering, which helps your reader follow the information.
Write to Your Audience’s Reading Level
Readers may be more educated today than ever before, but that doesn’t mean they want to read textbooks or manuals to learn more. Your audience may be well-read and read at a college level, but they may not want to consume content that is written as a technical paper. Take a more conversational approach and write to a high schooler who can handle some technical terms, but who may not have time to dig deep into a subject.
Insert a Little Passion and Emotion into Dry Subjects
Use expressive language to bring the reader into your topic. Fiction writing relies on all the senses to create a story. You can do the same by using power words, metaphors, and evocative language to take the reader into your world. Analogies can help you make difficult concepts more accessible. Don’t think your subject matter needs to be boring. For example, you could write tech-speak like this – “Our digestate dryers eliminate the risk of harmful pathogens and reduce moisture to produce biogas and digested material from food and animal waste.” Or you could make a compelling statement for an audience that may understand jargon but would rather read something like this – “Make more money by creating a new revenue stream from animal and food waste that you can sell as digestate.” Which one do you think will get more attention and spur action?
Need help creating content for your tech audience? Contact a content agency for talented copy writers who can break down complex subjects into simpler, more compelling digital content. MintCopy can help you grow your B2B audience and achieve higher conversion rates. Contact us for more information.