Educating readers is a top trend in content marketing at the moment, but you should be wary of publishing overly complex articles and blogs when targeting thought leadership and brand authority.
Keep it simple
Creating content is always a balancing act. You need to deliver informative sound bites and keep the reader interested. It can be tempting to use jargon, especially if you operate in a niche industry, but the focus must always be on getting a message across clearly and concisely.
The type of language you use should always be based on the audience with whom you want to engage. If you are creating an in-depth white paper for B2B vendors, then you obviously have to use “big” words related to the subject. In this instance, try to use simple words within more complex passages. Focus on readability and always write with energy.
Infographics are an excellent resource for guiding the eye of the reader. They not only provide facts and information in a visually pleasing way but also break up prose so that it is not just a wall of text. Consider using simple images to appeal to visual learners.
Don’t forget subheadings
Subheadings ease the tension of the reader as they make the process of digesting information a simpler task. These short headlines give content structure and allow readers to skim read to find passages of particular interest when they first navigate to a webpage.
It is perhaps obvious now that the layout of content has a huge impact on its simplicity. It’s not solely about the quality of writing. You can elevate and amplify engaging prose by making sure that other elements are supporting your storytelling. Optimise your website layout, think about on-page SEO elements, and again turn to video or infographics to mix visual and written cues for readers.
Quoting respected industry professionals and third parties is another great way to serve up quick and simple insights. They also enhance the legitimacy of the points you are trying to make and strengthen your authority in a reader’s mind as they scroll though.