Don’t let complicated subjects hold you back in terms of content. Instead, use them as an opportunity to demonstrate clarity in marketing. Here, we’ve collected the top strategies the Attract & Engage team use to strike the perfect balance of complex VS concise copy.
- Get to the point quickly
Like with most B2B content, you should write for two distinct audiences. The first being the primary reader and the second being the secondary decision maker. You must enthuse and emotively engage your primary reader, whilst demonstrating to the secondary decision maker the importance.
Therefore, don’t get caught up in explaining key terms and acronyms. Aim to get to the good stuff, fast by removing most of the jargon. Spending too long explaining the ins and outs can lose your primary audience because they already know this stuff inside out.
We recommend using short bullet points and quick summaries when needed. Quickly explain the most complex topics, and then move on assuming your reader now gets it.
2. Go straight to the source
Scale your content creation with industry experts. By boosting the depth of your expertise working with outside experts, you build credibility with your audience.
The best approach is copyediting. Invite an expert to draft their thoughts on the topic or you can type furiously as they share their knowledge via phone. They can set you off in the right direction and ensure you nail the topic language authentically.
3. Be a storyteller
Translating the expert’s knowledge into a compelling story that closes the gap between your business and audience is key. Avoid using too much jargon and write stories instead. This can be a customer story that you can pull from or a hypothetical one. Stories will help your audience better visualise and understand how the concept works in the real world.
Content created or co-created by customers gives businesses a direct line into the problems their audience are trying to solve and adds an air of credibility that can’t be achieved other ways.
We’ve been writing B2B technical content since the 90s and we’ve learnt the best way to write about complex topics is to turn technical jargon into powerful stories. To get better at this, you need to get to the point, use experts as your secret weapon and transform the jargon into compelling narratives. Using these three strategies, you can begin to develop the right content mixture and resonate with your audience.