When it comes to copywriting, in most cases, you want to craft elegant content that is concise and easily digestible. Most businesses want to appeal to a broad audience, so alienating a crowd with dense and confusing information is a no-go.
But what if that’s not the case?
If your audience is filled with knowledgeable industry veterans, the last thing you want is to oversimplify and talk down.
We’re not talking exclusively about technical copywriting, either. Plenty of content tasks, like writing for popular industry publications, blend the creative and the technical.
Here are a few tips to help you craft engaging content for a know-it-all crowd.
A lot of technical tips err on the side of crafting content for a non-technical person. This is an excellent strategy for many different types of copy, but not all.
For example, a B2B SaaS platform might be targeting a specific audience of software developers. In this instance, spending time describing the basics can eat up the reader’s attention.
You want to make sure the information you’re offering is valuable and authentic.
Always keep in mind the greater goal of your project:
These goals feed your writing. Understanding where your audience stands can help you manage your information effectively and get the point across with style.
Technical writing of any kind has a reputation for being boring.
While a technical document detailing the ins and outs of wastewater management might not need an injection of fun, don’t make the mistake of keeping your own personal style out of your content.
In the end, you’re writing for humans—humans who are going to read your work.
Walk the line between educational and imaginative. Effortly describe in detail the technical side of the topic, but pepper in creative figures of speech like metaphors when you can. Your readers will thank you.
In most cases, you want to avoid jargon. It’s an easy way to alienate the general audience.
With a knowledgeable crowd, though, it can be a necessary tool.
If you think about it, jargon is inner-speak that industries use to relay complex ideas quickly and succinctly. Without it, all those foundational ideas would take up too much space in conversations and text.
Of course, you don’t want to create a jargon-filled mess. Again, you want to find that balance. But assume your audience has a firm grasp of common acronyms and industry terms.
If you’re introducing something new, though, always make sure you explain it well.
A good rule of thumb is to link out to relevant information when dropping some jargon or an industry-specific term without a full explanation. This is a great way to educate your reader if they need the extra context without forcing everyone to read through a detailed description.
Before you start drafting copy, make sure you have a firm understanding of your audience.
A great way to build this knowledge is through subject matter expert interviews. While your expert might have more experience and expertise than your target audience, it’s these conversations that help you know which topics to build on and which ones need further explanation.
Staying succinct is a great way to keep readers engaged. In technical content, this is the key to transforming the dull and boring into something worth reading. Nobody wants to dwell on basic information. That’s how an article goes from informative to boring.
Assume a certain level of knowledge, but only if you’re sure of it.
Writing technical copy for a technical audience can feel intimidating. This is especially the case if you don’t have a ton of domain knowledge on the topic.
Fortunately, if you can develop a refined writing process, you can tackle even the densest topics with ease. Just remember your overall writing goals, your audience needs and client expectations.
If you’re looking to level up your content, going with the pros is always a great strategy.
Here at Hire a Writer, our team of experienced writers can help your business grow and reach the right audience. Whether it’s optimized SEO content or industry-specific thought leadership articles, we can help. Get in touch today.
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