Opening a technical article online has often given me a headache. It's that feeling of reading a made-up language for which no dictionary has yet been written. But what happens when the roles are reversed, when we are the ones writing the technical text but don't know how to make it accessible to every reader?
To find a solution, we first need to ask the right question: How can we write about technical subjects without sounding like the dullest manual imaginable?
You would likely agree that both scenarios are problematic: as a reader, you understand nothing, while as an expert, you fail to convey your idea because no one understands you.
The Invisible Wall Between Experts and Readers
When we, as authors, set out to write about a topic within our area of expertise, we quickly fall into an invisible trap: forgetting how our language sounds to those trying to grasp the material.
On one side, we have SEO specialists, content experts, and engineers; on the other, busy B2B buyers who lack the time to decipher complex language.
Unfortunately, most B2B content is created for search engines rather than real people, earning it a reputation for being dull. Furthermore, while 85% of companies believe they are heading in the right direction, only 60% of readers and potential buyers would agree with their approach.
Prioritizing dry communication over clear terminology strains readers. Ultimately, the result is a loss of interest after just the first few paragraphs.
How to Translate Complex Concepts Without Losing Expertise
The problem is that many experts believe simplifying text means losing authority. I believe they couldn't be more wrong, and Carl Sagan is the best proof. Carl became world-famous precisely because he wrote dozens of popular books that made complex philosophical and scientific topics accessible to the average reader. He presented some of the most complex subjects in an engaging, understandable way.
Knowing how to simplify a subject demonstrates that you truly understand what you are talking about. Albert Einstein said that if you cannot explain something simply, it means you haven't delved deeply enough into the very heart of the topic.
Instead of listing features, explain the outcome. For instance, if you are writing about optimizing a website for SEO, the focus should immediately be on saving the client valuable time, rather than getting bogged down in unnecessarily long introductions. Ultimately, decision-makers do not buy specifications; they buy solutions to their problems.
Turning Complex Data Into Actionable Content
Stating technical specifications does not make sense if the reader does not know how to use what he has read. To avoid information overload, use a clear structure and connect the data you present.
B2B content does not have to be dry to be professional. Once you figure out how to turn expert information into a clear picture, you're one step closer to helping the reader. At that point, you are well on your way to building long-term relationships with decision-makers, and writing for search engines becomes a thing of the past.