Nobody wants to read boring tech speak or niche content from people trying to sound smart. That’s just a fact. People want to read things that make sense and give them the information they want—bonus points for entertainment value. Publishers, especially those with a niche focus, can easily fall into the trap of speaking over the heads of most readers or coming across as too dry. Below are some benefits of using conversational content.

Your goal should not be to sound smart

To clarify, this isn’t about intelligence level at all. The thing is, a good communicator makes the topic interesting and accessible. That means your goal should convey information in a way that makes sense and is engaging. The goal should never be to impress people with how much you know.

Think about it. If you’re looking for an article on something—be it a news story, technical help, or any information—you are searching for information. Is it helpful to read something that is way over your head? Nobody wants to Google 20 words to understand what they’re reading. This doesn’t help anyone.

Keep it simple. Keep it accessible. If the term isn’t widely used, define it or explain it. At the very least, you’re on the internet! Link to more information so your readers can avoid having to hunt for it.

Include all relevant information

Make sure your reader knows every acronym or industry term you use. If you use an acronym, make sure you spell it out the first time. If you link to a well-known story or resource, hyperlink it, please! Your readers may need to be made aware, and you’re losing them by not including relevant links and definitions. Anticipate the questions they may ask and add the information accordingly.

There are many reasons to use internal and external links (hello, SEO!), but most importantly, make the content useful by ensuring it makes sense.

Write like you talk

You aren’t a robot, and your work shouldn’t read like one. This means that turns of phrase, casual language—and yes, even jokes—are okay in online content. To create conversational content, you need to write like you’re having a conversation. Here are some things to consider:

• Humor is your friend! You’ve won if you can make them laugh while conveying important information.
• Insert personal experience. Advice means more from someone who has been there. Use your personal experience and knowledge to relate to your reader.
• Explain, explain, explain. What would you say if you were trying to impart this knowledge to a friend over the phone? How would you answer them? You’d make sure they understood everything you said, and you’re doing it in an informal way using language you both understand.
• Give examples. Illustrations matter so much. You can relay information in a vacuum all day long, but you’re winning when you can communicate in a way that shows its application and the possibilities for your audience.

It’s a win all around

Be personable, funny, and well-rounded in your presentation. Know your stuff. Make it easily accessible and approachable.

If you can check these boxes, you’ll create something that is informative, compelling, and entertaining. Then, you’ve hit your sweet spot.

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