Highly technical content has long presented a unique problem for bloggers and marketers. After all, how can you comprehensively explain a relatively difficult concept without alienating 90 percent of your audience? Perhaps even more importantly, how do you enable said content to gain the elusive “sticky” quality that so often determines whether your audience clicks through or bounces?
Google’s resident spam-killer, Matt Cutts, recently addressed this issue in his video series for webmasters. And because Google is the search engine to keep happy, it’s probably in every marketer’s interest to keep Cutts happy as well. To this end, you can watch the video here:
As you can probably see, much of what he says falls under the old tried-and-true “KISS” paradigm, and the title itself — “Should I focus on clarity or jargon when writing content?” — is clearly a loaded question. However, the video also offers a few valuable insights into simplifying and clarifying your content for a wider audience. Apply these principles and, with any luck, you’ll be able to transform your technical content into something that’s both understandable and that has viral potential.