The biggest challenge of content writing isn’t researching or coming up with catchy headlines, it’s coming up with material that people can understand. The content writer’s goal, first and foremost, should be to connect with the audience. But more often than not, writers use this opportunity to use jargon and flex their technical knowledge.
Content writing is not the same as writing for an academic journal. If your target audience can’t follow your overall message without the help of a dictionary and Wikipedia, you’re doing it wrong. Leave the excessively wordy sentences, overly technical terms, and rarely used academic words for attorneys and academics.
This is not to say that content writing is an easy job that needs to be dumbed down. It takes a lot of skill to take complicated topics and simplify them in such a way that the average person can relate to.
However, it’s not the content writer’s job to sound clever. Instead, writers should focus more on how they can better connect with their readers.
How to Reach Your Target Market
As a writer, it’s important that you know your target audience so that you can package your content in a way it can understand. Just because it’s easy for you to write complex material doesn’t mean that your average reader won’t struggle to make sense of it.
Suppose you’re writing about the importance of inbound marketing to small businesses. If your goal is to sell your services to companies that are trying to expand, shouldn’t you explain it in a way that small business owners understand? Instead of diving into the complex, technical data, keep it simple and explain what you do and why the company needs your service.
Remember, you can still write with the same level of authority without using overly complicated jargon. Instead, focus on how you can make your content readable and informative.