• Tech News
    • Games
    • Pc & Laptop
    • Mobile Tech
    • Ar & Vr
    • Security
  • Startup
    • Fintech
  • Reviews
  • How To
What's Hot

Elementor #32036

January 24, 2025

The Redmi Note 13 is a bigger downgrade compared to the 5G model than you might think

April 18, 2024

Xiaomi Redmi Watch 4 is a budget smartwatch with a premium look and feel

April 16, 2024
Facebook Twitter Instagram
  • Contact
  • Privacy Policy
  • Terms & Conditions
Facebook Twitter Instagram Pinterest VKontakte
Behind The ScreenBehind The Screen
  • Tech News
    1. Games
    2. Pc & Laptop
    3. Mobile Tech
    4. Ar & Vr
    5. Security
    6. View All

    Bring Elden Ring to the table with the upcoming board game adaptation

    September 19, 2022

    ONI: Road to be the Mightiest Oni reveals its opening movie

    September 19, 2022

    GTA 6 images and footage allegedly leak

    September 19, 2022

    Wild west adventure Card Cowboy turns cards into weird and silly stories

    September 18, 2022

    7 Reasons Why You Should Study PHP Programming Language

    October 19, 2022

    Logitech MX Master 3S and MX Keys Combo for Business Gen 2 Review

    October 9, 2022

    Lenovo ThinkPad X1 Carbon Gen10 Review

    September 18, 2022

    Lenovo IdeaPad 5i Chromebook, 16-inch+120Hz

    September 3, 2022

    It’s 2023 and Spotify Still Can’t Say When AirPlay 2 Support Will Arrive

    April 4, 2023

    YouTube adds very convenient iPhone homescreen widgets

    October 15, 2022

    Google finishes iOS 16 Lock Screen widgets rollout w/ Maps

    October 14, 2022

    Is Apple actually turning iMessage into AIM or is this sketchy redesign rumor for laughs?

    October 14, 2022

    MeetKai launches AI-powered metaverse, starting with a billboard in Times Square

    August 10, 2022

    The DeanBeat: RP1 simulates putting 4,000 people together in a single metaverse plaza

    August 10, 2022

    Improving the customer experience with virtual and augmented reality

    August 10, 2022

    Why the metaverse won’t fall to Clubhouse’s fate

    August 10, 2022

    How Apple privacy changes have forced social media marketing to evolve

    October 16, 2022

    Microsoft Patch Tuesday October Fixed 85 Vulnerabilities – Latest Hacking News

    October 16, 2022

    Decentralization and KYC compliance: Critical concepts in sovereign policy

    October 15, 2022

    What Thoma Bravo’s latest acquisition reveals about identity management

    October 14, 2022

    What is a Service Robot? The vision of an intelligent service application is possible.

    November 7, 2022

    Tom Brady just chucked another Microsoft Surface tablet

    September 18, 2022

    The best AIO coolers for your PC in 2022

    September 18, 2022

    YC’s Michael Seibel clarifies some misconceptions about the accelerator • DailyTech

    September 18, 2022
  • Startup
    • Fintech
  • Reviews
  • How To
Behind The ScreenBehind The Screen
Home»Startup»10 Expert Techniques for Clear Marketing Content
Startup

10 Expert Techniques for Clear Marketing Content

September 8, 2023No Comments12 Mins Read
Facebook Twitter Pinterest LinkedIn Tumblr Email
10 Expert Techniques for Clear Marketing Content
Share
Facebook Twitter LinkedIn Pinterest Email

Use the 10 techniques in the clarity code to hit the bullseye with your readers.

getty

In my last article, I talked about clarity—what it is and why it matters in content creation. I also provided five questions you can ask if you’re struggling with clarity or want to ensure your piece is as clear as possible.

The goal was to get you started in producing clear, influential content that educates, persuades, and leads to action.

You may be ready for even more clarity if you read that piece. I assure you— your readers are prepared for more clarity now.

To give them the clarity they’re hungry for, put the following 10 ideas to work. By doing so, you’ll create content that builds trust and spurs sales.

1. Define undefined terms and overloaded words

Understanding your audience is the first step to effective communication. Common jargon in one field may be completely foreign in another.

On the one hand, if you’re 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’re writing to patients undergoing an EGD, spell out the abbreviation, define it, and explain the procedure in layperson’s terms.

Several years ago, I worked as a development editor for a technical publishing house. That’s where I learned how overloaded words can be a minefield because, in programming languages, the same word can have different connotations.

For instance, “arrays” exist in the programming languages Python and C++, but the word means different things to programmers in each language. Same thing with “variables.” 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.

If a term has multiple meanings that may confuse readers, tell them which meaning you’re referring to—and give yourself one point for content clarity.

A lack of clarity in your content will leave readers frustrated. Photo by JHU Sheridan … [+] Libraries/Gado/Getty Images.

Getty Images

2. Handle new topics as they come up

If you find yourself introducing a new topic while writing, handle it then or tell readers you’ll cover it later. Don’t leave readers hanging.

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, “We’ll delve into the details of two-factor authentication in an upcoming post.”

When you take the time to handle new topics as they come up, the reader’s 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.

The alternative is that you don’t handle new topics. When that happens, the reader’s 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.

3. Address prerequisites

Include content or pointers to content that readers should understand before they dig into your materials.

For instance, if you’re writing a technical blog post on machine learning algorithms, you might include a sentence in the introduction that says, “Before you proceed, make sure you’re familiar with basic Python programming and statistical concepts,” adding links so readers who need it can explore the prerequisite topics.

If you’re writing an ebook focused on sous-vide cooking, you might note, “This ebook assumes you have a sous-vide machine. If you’re new to sous-vide, here’s a guide to get you started.”

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

4. Emphasize takeaways and key points

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’s most important in your content.

The book Third-Party JavaScript sets readers up well by including a bulleted list of what’s to come at the start of each chapter.

The book “Third-Party JavaScript” sets readers up well by including a bulleted list of what’s to … [+] come at the start of each chapter.

Used by permission from the author, Ben Vinegar

If you’re 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.

If you’re 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.

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.

Emphasizing takeaways and key points lets readers know what to focus on. It’s as if you’re right there on the page with them saying, “Hey, check this out; it’s important.”

5. Provide a sense of forward flow

Help readers maintain a sense of forward flow while consuming your content by using segues, … [+] connectors, and repeated words and graphics.

getty

The next technique, forward flow, is about how you can help readers maintain a sense of momentum as they’re 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.

Segues

The word segue comes from the music tradition in the sense of a transition from one song or melody to another without interruption.

It’s pronounced like Segway®, the upright scooter.

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.

For example, in an academic journal article, a segue might look like this: “Having discussed the limitations of the previous study, let’s now explore the methodology of our research.”

In a business presentation, you might say, “Now that we’ve covered our Q2 performance, let’s look forward to Q3.”

Segues give your writing a sense of cohesiveness and let the readers know you’re moving from one point to another.

Connectors

Connectors are words that serve as bridges, linking sentences and paragraphs to ensure the logical flow of your content. They’re critical for guiding readers through your ideas and helping them follow complex concepts.

Here are several standard connectors:

  • Therefore
  • Moreover
  • Also
  • Furthermore
  • Conversely
  • Nonetheless
  • Similarly
  • To illustrate
  • For example
  • Yet
  • Still

Using connectors lets readers easily follow your thought process. Connectors also enhance readability—another plus.

Repeated words and phrases

Repeated words and phrases are another way to maintain forward flow.

For example, in an article on remote work productivity, you might write these two paragraphs, with connectors italicized:

Paragraph 1: Flexibility is one of the key advantages of remote work. Employees can set their schedules, allowing them to work during their most productive hours. This flexibility can lead to increased job satisfaction and better work-life balance.

Paragraph 2: But flexibility can also be a double-edged sword.

Repeated graphics

Repeated graphics prevent readers from having to look backward.

Suppose your ebook presents a complex graphic on page 6. Then, on page 10, you refer to the graphic again. Instead of making readers turn back to page 6 to see what the graphic looked like, why not present it again on page 10, right when readers need to see it?

Third-Party JavaScript uses this technique. On page 5, the authors present a large graphic

In Third-Party JavaScript, the authors present a large graphic that encompasses all of page 5. … [+] Although they’ll refer to the graphic again, they won’t make readers turn back to the previous page.

used with permission from the author, Ben Vinegar

Then, on pages 9 and 10, the authors refer to the graphic again. But instead of making readers turn back to page 5, they repeat the relevant portion of the graphic, making only tiny tweaks to adapt it to the new context.

Repeating a graphic—even a part of it—helps readers maintain forward flow.

used with permission from the author, Ben Vinegar

This technique works not just in books. You can use it in course content, cornerstone blog posts, ebooks, and other in-depth content.

No matter the content, the more you can do to maintain a reader’s forward flow, the more clarity you bring.

6. Use concrete examples and real-life stories

Use concrete, real-world examples and stories to help readers understand your content.

getty

Use concrete, simple, real-world examples and practical stories to illustrate to readers why what they’re reading is worthwhile.

For instance, in the article on cybersecurity for small businesses, you might share the story of a local bakery that lost thousands of dollars in revenue when hackers broke into its online ordering system.

In a business report on employee engagement, you might talk about a company that saw a 15% increase in productivity after implementing the employee engagement program, translating to an extra $2 million in annual revenue.

If you’re teaching a technical topic, as my authors did at the technical publishing house, open each section with a concrete example—before you dive into the training. The example lets readers know that the teaching to come is essential and will result in an outcome like the opening example.

Real-life examples and concrete examples help readers feel trust in your content. Use them whenever you can.

7. Ask yourself “why?” and “so what?”

By asking “why” and “so what” about your content, you can make sure to answer those questions for readers, too.

For instance, if you’re writing an article on time management, the “why” might be to help people become more productive. The “so what” might be so readers know techniques that can save them several hours each week.

Share the “why” and “so what” with your readers by bringing those elements into your content. Here’s an example for an article on the Pomodoro technique:

“By adopting the Pomodoro technique, you can break your work into intervals to improve focus. Intervals are important because they maximize your productivity. You’ll find yourself completing tasks faster and having more free time.”

When you take the time to ask high-level questions about your content—preferably before you begin writing—you ensure that what you’re writing is relevant to readers.

8. Ask what transformation you want readers to experience

What transformation will your reader experience? Describe the reader’s current and future states and … [+] weave those elements into your content.

getty

Knowing the transformation you want readers to experience also serves as a guiding light for your content. Ask about the transformation before you begin writing so you can design your content to carry readers from their current state to the state they want to be in.

For instance, if you’re planning a webinar on thought-leadership writing, your transformation statements might read as follows.

Current state

Many executives publish generic content that blends into the sea of online sameness; such content fails to establish them as industry experts.

Future state

The best executive thought-leaders post insightful, data-driven content that addresses pressing issues and trends in their industry, offers unique perspectives backed by data and research, provides actionable insights and solutions for readers, and is frequently cited or shared, further establishing their authority.

Transformation

The webinar will guide executives from a state of producing generic, forgettable content to a state where they’re recognized thought leaders. To achieve this transformation involves

  • Identifying niche topics where they can offer unique insights.
  • Learning how to conduct and incorporate research into their content.
  • Understanding the art of storytelling to make complex ideas relatable.
  • Learning best practices for promoting their content to a wider, targeted audience.

Building those thoughts into your content will help readers understand and look forward to the promised transformation.

9. Identify your content’s top three takeaways

Identify the top takeaways you want readers to leave with, tell readers what those takeaways are, … [+] and make sure your content delivers.

getty

Takeaways are another guiding framework for your content. They ensure readers leave with the big ideas you want them to have.

For example, the top three takeaways for a white paper on AI in healthcare might be:

  1. Understanding the potential applications of AI in healthcare.
  2. Recognizing the ethical considerations involved.
  3. Identifying steps for healthcare organizations to implement AI solutions.

Just like asking “why” and “so what,” identifying your key takeaways helps you to help readers get what they need and what the content promises.

10. Identify a single top takeaway

Zeroing in on the most critical takeaway can help you sharpen the focus of your content even further.

For instance, the top takeaway for the white paper on AI in healthcare might be to understand the transformative potential of AI in healthcare.

To ensure the paper delivers on its promise, you could open and close with real-world examples demonstrating how AI revolutionizes healthcare.

Can you guess the single top takeaway from this article?

The takeaway is this: Your readers are hungry for clarity. Use the 10 techniques in this article to infuse your content with clarity, build trust with readers, and publish content that sells.

Now it’s your turn. Go forth and produce clear content!

Source link

See also  Halo Infinite cancels couch co-op, will use resources towards other content
clear Content Expert Marketing techniques
Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

Multiple Milestones As New Majority Capital Boosts Entrepreneurship Through Acquisition

September 26, 2023

Getty Images Plunges Into the Generative AI Pool

September 26, 2023

3 Hot Startup Opportunities In Augmented Reality

September 26, 2023

The ChatGPT App Can Now Talk to You—and Look Into Your Life

September 25, 2023
Add A Comment

Comments are closed.

Editors Picks

Tado’s smart thermostat can now heat your home when prices are cheapest

August 31, 2022

Lenovo ThinkPad X1 Carbon Gen10 Review

September 18, 2022

Rocksmith+’s guitar-teaching subscription service will finally launch next week

August 31, 2022

Asustor Lockerstor 2 Gen 2 AS6702T review

August 15, 2022

Subscribe to Updates

Get the latest news and Updates from Behind The Scene about Tech, Startup and more.

Top Post

Elementor #32036

The Redmi Note 13 is a bigger downgrade compared to the 5G model than you might think

Xiaomi Redmi Watch 4 is a budget smartwatch with a premium look and feel

Behind The Screen
Facebook Twitter Instagram Pinterest Vimeo YouTube
  • Contact
  • Privacy Policy
  • Terms & Conditions
© 2025 behindthescreen.uk - All rights reserved.

Type above and press Enter to search. Press Esc to cancel.