What are the benefits and challenges of using plain language in content marketing?

While this is generally true, the main consideration needs to be the audience. There are times when you are looking to engage certain highly specialised/niche groups. If you don't speak their language, even if it will go over the heads of everyone else, you simply risk losing credibility.

As consumers become more informed, plain language humanizes the experience of everyday transactions. Whether it’s a point of sale at your local market or a Buy Now click on your favorite app, plain language is the connective tissue that helps brands and their communities build trust, exchange learnings, solve problems, find value, and ultimately build trust for generations. Plain language gives your brand a unique personality. And those personality traits are shared by members of the community. Customers become spokespeople for the brand and they welcome new members every day. The fly wheel of community-led growth starts with language. You must speak the language of your people to thrive.

It also helps you not come off as condescending or straight up boring. Content online is the same as having a conversation in person. Be normal!

Plain language is a style of communication that emphasizes clarity, simplicity, and accessibility in written content. In content marketing, using plain language is crucial because it helps businesses effectively reach and engage their target audience. By avoiding jargon, technical terms, and convoluted language, plain language ensures that the message is easily understandable, enabling readers to quickly grasp the key points. This clarity fosters trust, enhances brand credibility, and encourages readers to take the desired actions, such as making a purchase or subscribing to a service.

Marketing nowadays is a sea of buzzwords and clickbait. So, using plain language can be a way to cut through the noise and reach your audience. Imagine chatting with a pal – you keep it simple and clear. That's what plain language does for your marketing strategy. Today, people are all about quick info. If they find something tough to understand, they're onto the next thing.

Know Your Audience: Understand your target audience's level of familiarity with the subject matter and adjust your language accordingly. Simplify Language: Use straightforward words and sentence structures, avoiding unnecessary complexity. Organize Content: Present information logically, using headings, bullet points, and lists to improve readability. Avoid Jargon: Eliminate industry-specific terms or acronyms that may confuse your audience. Use Active Voice: Opt for active voice to make sentences more direct and engaging. Test Readability: Run readability tests to ensure your content is comprehensible to your target audience.

Your goal as a writer or content creator is to motivate your Reader to act by conveying your ideas in a clear, confusing, and compelling way. I do this through what I call the Exact Language Framework. The goal is simple: use audience research and industry expertise to use the *exact words and phrases* they use to describe their problems, priorities, and aspirations. This is how you move from speaking AT your audience and start talking WITH them. This writing technique cuts through the noise and immediately helps your Reader understand your message, improving your odds of converting them either now or in the future.

Readability Tests: Tools like Flesch-Kincaid, Gunning Fog, or Simple Measure of Gobbledygook (SMOG) can assess the readability level of your content. User Testing: Conduct usability tests with members of your target audience to identify any language comprehension issues. Feedback Surveys: Gather feedback from readers to gauge how well they understood the content.

Give Yourself A Beat - once you right get done writing your content. Step away from it. Give yourself a day (or two if you can) so that you come back to it with fresh eyes. Use Tools - Online tools can help you know if your writing is easy to read. My go-to tool is Grammarly. It helps with sentence structure, spelling, and grammar. It helps make my writing a lot better. Get Help from Others - Sometimes it's easy to miss mistakes because you know what you're trying to say. Or is that just me? Having a friend or co-worker proofread your content can help you work out the kinks. Seek Feedback - Don't stop trying to make your writing better. Get feedback from people, work with others, and never stop making your writing better.

Don't forget to put more spaces in between sentences, too. No one wants to read the great wall of never-ending text. Keep it easily scannable. We barely have attention spans as it is!

Collaboration: Involve subject matter experts and professional writers in the content creation process to ensure accuracy and clarity. Education and Training: Educate team members about the benefits of plain language and train them in its effective use. Gradual Transition: Gradually introduce plain language into content marketing efforts to make the shift smoother and gain acceptance. User Testing and Feedback: Regularly seek feedback from the audience to identify areas that need improvement. Customization for Audience: Customize content based on the specific needs and preferences of different target demographics.

The most important part of plain language is speaking like yourself. It's good to get inspiration from others who engage you with their content, but you don't need to learn plain language like you would AP Style or a formal style of writing. Write like you speak, and you're golden!

Plain Language Resources: Explore online resources, guides, and tutorials about plain language writing. Workshops and Webinars: Attend workshops or webinars focused on effective communication and plain language principles. Professional Writing Courses: Enroll in courses that teach clear and concise writing techniques. Study Other Brands: Analyze successful brands that excel in using plain language to understand their strategies. Practice and Iterate: Keep practicing plain language writing and refine your approach based on feedback and results.