Making The Complicated Simple
It’s not always easy for companies to truly develop content that will be clear and easy to understand for the target audience, as well as make it perform well at the same time.
Without having skilled writers that will be able to translate any technical jargon or concepts into language that’s easy for anyone to understand, businesses won’t be able to create any content programs, which end up directly affecting their ability to differentiate themselves in a crowded market.
Fortunately, there are a few things that companies can do to turn their complex ideas into things that are simple to understand through interesting and engaging content.
To successfully talk about complicated topics companies have to first figure out the knowledge levels of the target audience.
That means companies have to conduct audience research to learn more about their customers, who they are, and even what their expectations and tolerances are of complex topics.
The biggest challenge that companies face is finding a balance between making the content too simplistic or too technical because both of those ends of the spectrum can end up preventing the readers from connecting with the company’s content.
If a company is creating content around a very complex subject, it will have to find different ways to simplify that content in a way to make it more approachable and relatable to the audience.
However, if a company is creating content on a complex topic that caters to a specialist target audience, that audience will be feeling insulted if the company takes a very simplistic approach in creating the content, and won’t take the business too seriously regarding its expertise.
That’s why it’s essential for companies to figure out the technical knowledge of the target audience and then create content that will match the company’s language with the examples and concepts that the audience is already familiar with.
One of the best ways that companies can create simple content around complicated subjects filled with information is to first learn everything they can about the topics at hand.
After all, if someone is not that familiar with a subject, they won’t be able to easily explain it to anyone else.
That means companies have two options when trying to learn about the subject.
The first option is to visualize the subject with the help of a concept map which will help in defining some of the most important ideas and give a visual representation of how all of the concepts of the topic are linked together.
This also helps in getting more clarity on the subject, as well as preparing the business to create the content in a clear and concise manner.
The second option is to explain the same topic to a rubber duck.
This is a trick from programming which has been around for a while, where the expert is supposed to break down the entire problem to a rubber duck that doesn’t know anything about that subject by talking to it out loud.
This helps companies figure out if they have any flaws in their understanding of the subject, while also giving the business different ideas of how the subject can be explained clearly and simply to the target audience.
The great thing about both of these options is that they are able to help companies figure out which language will best support the understanding that the audience already has.
CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer PR Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.