How to communicate complex topics
Writing is no simple task – especially when you face complex topics like financial information or climate scientific data. The first thing to write clearly is to understand your topic fully. Do some research, talk to experts and draw charts to help your brain process whatever it is you want to communicate. Once you have a pretty good idea of the topic, it’s time to write.
Here are some tips to help you write in a clear, concise manner:
• Use plain, jargon-free language
It’s easy to regurgitate the same wording present in your research. But if you had to search for a definition, so will your audience. Try to avoid using jargon, or at least provide an explanation of what it means, if you can’t avoid it. But remember that your writing is meant to serve your readers and help make their lives easier by reading digestible content.
• Add examples, comparisons, metaphors
When facing a complex topic, it’s often difficult to find the right word to describe it. That’s where examples can help your content stand out. Research case studies, metaphors, real-life examples to bring some colour to your piece and make it more accessible. For example, I found that comparing carbon footprint data to the size of football pitches is an approachable way to grasp scientific values.
• Insert visuals (charts, photos, videos)
In the same way drawing can help understand complex topics, having visuals to support your writing is an effective way to convey meaning to your content. There are plenty of websites that offer free, quality visuals (I love Unsplash) or building your own chart (see Flourish). For a financial content piece, I always find that a good chart speaks a thousand words.
• Break down your content into short paragraphs
This is for readability. Your editor and audience will thank you for breaking down your piece into paragraphs. It will enhance the comprehension of your content and allow the entire piece “to breathe.” As a rule of thumb, I tend to fit 2-3 sentences per paragraph.
• Use the direct, active voice
A piece of content that addresses the readers in the present tense is way more engaging. Connect to your readers by using “you” and avoiding the passive voice. For your writing to resonate, you need to engage with your audience in practical terms. When editing, I scan for these elements to ensure the content speaks out directly to my readers.
Writing is a craft that goes hand in hand with editing. Your first draft is just the first step of the many iterations toward your final piece. Personally, I love the process of seeing my piece evolve through rounds of edits – always keeping my audience in mind.
If you struggle with communicating clearly, I hope the above tips will guide your way through compelling content. Don’t hesitate to reach out for a chat about effective content writing.