Ever had someone talk to you about a complex topic… and felt like they were speaking Greek?
It’s frustrating!
So if you’re creating content about a complex topic for customers, don’t be that person.
Here are a few ideas for turning complex topics into content that your audience will understand.
Like they say, “explain it to me like I’m 5…” (or like I’m your grandmother).
Let’s take a look…
Understand your audience’s knowledge level
If you’re writing about a highly technical subject to a lay audience, then you need to keep it simple.
But if you’re writing for an audience of specialists, they will think that you don’t own the subject if you are too basic.
Match your language with the knowledge level of your audience.
Understand the topic
This is a basic concept, but often overlooked. If you don’t know the topic you’re creating content about, it will be hard to educate your audience about it.
There are two techniques you can follow here:
Explain your topic to a 5-year-old
It sounds stupid, but it will force your brain to “dumb it down,” to make the language understandable to everybody.
And this will reveal flaws in your own understanding of the topic.
Visualize your topic with a concept map
Arrows and diagrams will help you better visualize the topic, its steps or processes, and more.
Learn the topic straight from the source, then turn it into a story
The best way to learn about a complex topic is to consult with subject matter experts. You can ask them questions and get clear explanations.
Once you’re done, it’s time to turn their knowledge into a story your audience understands.
Use testimonials, case studies, and customers’ hero journey stories to create compelling content.
When you’re creating content about a complex topic, it’s important to understand your audience and the language they use.
You also need to be clear about what you want to say. Follow these tips and you’ll be able to turn complex topics into easy-to-digest content that your audience will love.
