{"id":12884,"date":"2023-09-08T11:06:43","date_gmt":"2023-09-08T11:06:43","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/10-expert-techniques-for-clear-marketing-content\/"},"modified":"2023-09-08T11:06:44","modified_gmt":"2023-09-08T11:06:44","slug":"10-expert-techniques-for-clear-marketing-content","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=12884","title":{"rendered":"10 Expert Techniques for Clear Marketing Content"},"content":{"rendered":"
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In my last article, I talked about clarity\u2014what it is and why it matters in content creation. I also provided five questions you can ask if you\u2019re struggling with clarity or want to ensure your piece is as clear as possible.<\/p>\n

The goal was to get you started in producing clear, influential content that educates, persuades, and leads to action.<\/p>\n

You may be ready for even more clarity if you read that piece. I assure you\u2014 your readers are prepared for more clarity now.<\/em><\/p>\n

To give them the clarity they\u2019re hungry for, put the following 10 ideas to work. By doing so, you\u2019ll create content that builds trust and spurs sales.<\/p>\n

1. Define undefined terms and overloaded words<\/h2>\n

Understanding your audience is the first step to effective communication. Common jargon in one field may be completely foreign in another.<\/p>\n

On the one hand, if you\u2019re writing for a specialized audience, like gastroenterologists, you need not spell out or define industry-specific terms like EGD, or esophagogastroduodenoscopy. On the other hand, if you\u2019re writing to patients undergoing an EGD, spell out the abbreviation, define it, and explain the procedure in layperson\u2019s terms.<\/p>\n

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Several years ago, I worked as a development editor for a technical publishing house. That\u2019s where I learned how overloaded words can be a minefield because, in programming languages, the same word can have different connotations.<\/p>\n

For instance, \u201carrays\u201d exist in the programming languages Python and C++, but the word means different things to programmers in each language. Same thing with \u201cvariables.\u201d Some languages like C\/C++ and Java have strict rules about what variables can be but in others, like Python and JavaScript, you can make variables anything you want.<\/p>\n

If a term has multiple meanings that may confuse readers, tell them which meaning you’re referring to\u2014and give yourself one point for content clarity.<\/p>\n

2. Handle new topics as they come up<\/h2>\n

If you find yourself introducing a new topic while writing, handle it then or tell readers you\u2019ll cover it later. Don\u2019t leave readers hanging.<\/p>\n

For instance, suppose you work for a cybersecurity firm and are writing a blog post about the importance of strong passwords. Midway through, you mention two-factor authentication (2FA) as another layer of security. Either explain what 2Fa is right there or say, \u201cWe\u2019ll delve into the details of two-factor authentication in an upcoming post.\u201d<\/p>\n

When you take the time to handle new topics as they come up, the reader\u2019s flow will remain unbroken. You want your content to flow so well that readers can read straight through, follow your thought processes, nod along with you, and be ready to say YES to the next step in the buying journey.<\/p>\n

The alternative is that you don\u2019t handle new topics. When that happens, the reader\u2019s flow is broken, even if momentarily. If the question or gap in their understanding is too large, you risk readers leaving your content to search Google. They might get distracted and never return to your content.<\/p>\n

3. Address prerequisites<\/h2>\n

Include content or pointers to content that readers should understand before they dig into your materials.<\/p>\n

For instance, if you\u2019re writing a technical blog post on machine learning algorithms, you might include a sentence in the introduction that says, \u201cBefore you proceed, make sure you\u2019re familiar with basic Python programming and statistical concepts,\u201d adding links so readers who need it can explore the prerequisite topics.<\/p>\n

If you\u2019re writing an ebook focused on sous-vide cooking, you might note, \u201cThis ebook assumes you have a sous-vide machine. If you\u2019re new to sous-vide, here\u2019s a guide to get you started.\u201d<\/p>\n

Prerequisites allow readers to get up to speed before digging into your content. Without prerequisites, you risk readers quickly becoming frustrated and clicking away.<\/p>\n

4. Emphasize takeaways and key points<\/h2>\n

Imagine a busy reader scanning your document. What do you want them to stop at, be drawn to, or otherwise engage with? Emphasize those points with summaries, callouts, sidebars, and pull quotes to let readers know what\u2019s most important in your content.<\/p>\n

The book Third-Party JavaScript sets readers up well by including a bulleted list of what\u2019s to come at the start of each chapter.<\/p>\n

If you\u2019re creating a business report on market trends, you might begin each section with a similar bulleted list or a one- or two-sentence summary of what the section will cover.<\/p>\n

If you\u2019re writing an ebook on personal finance, consider using sidebars to explain financial terms and concepts. You might also end each chapter with a summary and key takeaways to reinforce the material.<\/p>\n

Throughout your ebooks and other documents, you can also use callouts to highlight key statistics or quotes from industry experts. For its content creators, North Carolina State University provides examples of a few different callout designs.<\/p>\n

Emphasizing takeaways and key points lets readers know what to focus on. It\u2019s as if you\u2019re right there on the page with them saying, \u201cHey, check this out; it\u2019s important.\u201d<\/p>\n

5. Provide a sense of forward flow<\/h2>\n

The next technique, forward flow, is about how you can help readers maintain a sense of momentum as they\u2019re reading. There are four techniques: Segues, connectors, repeated words, and repeated graphics. Each helps readers transition between sections, ideas, and paragraphs and provides an ongoing sense of forward movement.<\/p>\n

Segues<\/h3>\n

The word segue comes from the music tradition in the sense of a transition from one song or melody to another without interruption.<\/p>\n

It\u2019s pronounced like Segway\u00ae, the upright scooter.<\/p>\n

In the writing world, segues are smooth transitions that link two different but related topics or sections. They serve as bridges to guide readers from one point to the next.<\/p>\n

For example, in an academic journal article, a segue might look like this: \u201cHaving discussed the limitations of the previous study, let\u2019s now explore the methodology of our research.\u201d<\/p>\n

In a business presentation, you might say, \u201cNow that we\u2019ve covered our Q2 performance, let\u2019s look forward to Q3.\u201d<\/p>\n

Segues give your writing a sense of cohesiveness and let the readers know you\u2019re moving from one point to another.<\/p>\n

Connectors<\/h3>\n

Connectors are words that serve as bridges, linking sentences and paragraphs to ensure the logical flow of your content. They\u2019re critical for guiding readers through your ideas and helping them follow complex concepts.<\/p>\n

Here are several standard connectors:<\/p>\n