One of the biggest advantages of writing for a digital audience is how many people will have access to your content. However, that breadth of reach is a double-edged sword. While many can see your work, that includes those outside your target audience as well. If you aren’t purposeful about distinguishing who you’re writing for, it can lead to confused and frustrated readers. Here, we’ll take a look at why it’s important to keep your target audience’s experience level in mind when developing content. We’ll also highlight some ways that you can better tailor your writing for the people you’re trying to serve.
Writing For Newcomers
If you’re writing about a certain topic, you’re probably more knowledgeable about it than most. And when you’re starting from a place of expertise, it’s easy to speak above the understanding of your audience. If that’s the case, the reader isn’t getting what they want and you aren’t either.
It’s useful to constantly remind yourself that the potential reader may know little to nothing about the subject matter. Defining any “insider” terms and refraining from using technical jargon can lower the barrier of entry for those new to the subject. You can also make it a point to explain things through more common knowledge.
There are certain formats that better lend themselves to less knowledgeable audiences. Step-by-step guides are great for somebody looking for a walkthrough. Covering more broad topics is best, as you’re writing for those who don’t necessarily need to know the specifics to find the answers they’re looking for.
More Knowledgeable Audiences
Leo Burnett once said, “Too many ads that try not to go over the reader’s head end up beneath his notice.” As easy as it is to speak above the understanding of your audience, it’s just as easy to underestimate their knowledge. A more advanced reader will be quick to recognize content that isn’t up to their standard.
One of the benefits of writing to a more knowledgeable audience is that you can spend less time introducing ideas and providing background information. These readers are familiar with what you are presenting, and aren’t reading to learn the basics. Skip this step, or briefly touch on the basics, and get right to the meat of the content.
When writing for these more knowledgeable audiences, don’t be afraid to give in-depth information, because that’s what the reader is looking for. This audience is more likely to appreciate more specific topics and how-to pages for more advanced tasks.
Aronson Ads Can Help You Reach The Right Audience
The Aronson Ads team is here to assist you with tailoring your content to the right audiences. No matter who you’re trying to reach, you’ll get premier services from our team of digital experts. To learn more about what we can do for your business, get in touch with us at (847) 297-1700.