• http://jameshalloran.net/ James R. Halloran

    As Albert Einstein once said, “If you can’t explain it simply, you don’t know it well enough.”

    But, all in all, I actually do agree with Matt on this one. It depends on who you really want to find your work. It’s simply a matter of the target audience you’re trying to reach.

    If you want a general audience, write everything in simple terms. If you want more of a niche audience, the jargon certainly doesn’t hurt. Either way, it doesn’t hurt to drop some technical terms here and there as long as you explain them.

  • Thomas

    awesome quote. makes perfect sense.

  • http://seouragon.blogspot.com/ Mark Dacillo

    Perhaps create content by using the actual search terms or language that users or your customers are actually using when searching. Create content with your keywords naturally and with in mind that it will effectively answers their query. If its possible try to replace jargons with other words that can simply define and understood by target audience or you may want to expound them if its too technical by anchoring them to relevant content within your website. Synonyms also comes in handy.

  • http://www.annapurnadigital.com/ Kasy Allen

    I once wrote content for a maternal-fetal website to help explain complicated conditions to parents that just found out their baby (still in the womb) had something wrong. After numerous interviews with parents that had already gone through this, they all said that they didn’t understand the content that was out there, and it would have been much easier to do the research if someone just wrote it where they could understand it, instead of for doctors. Sounds like the right decision to turn all that content around, right?

    Unfortunately, after all of that beautiful content was written and simplified, the doctors stepped in and said they wanted it to remain scientific, and that’s how the content remained. I was so heart-broken that I wrote this blog post, http://www.annapurnadigital.com/blog/content/hospital-website-content-making-patients-run-competitors/, to stop others from doing this (I know, it’ll likely only make a dent in the industry, but you have to start somewhere), and I started this blog for my son’s condition, http://www.perisylviansyndrome.com/. I realized that for his condition there was no content out there to help explain it to people researching the condition.

    Even better, the doctors told me that I’d never meet any other family with this condition. Yet, because of that blog, I’ve met over 100 other families around the world that have a child with the rare condition, bilateral perisylvian polymicrogyria.

    This should have been a blog post, not a comment, but it’s all for the love of content, and shows the power of making sure content is written for the audience.

  • http://www.annapurnadigital.com/ Kasy Allen

    Ah, that first link, links to an article that was published recently, but I indeed wrote it quite a while ago.

  • James Perrin

    So basically, Matt doesn’t really know. It seems a bit odd that one would be preferential over another. What makes good content is very subjective, so it’s always important to have a blend of content ideas, types and formats. The one thing Matt is always consistent on is everything we create has to have the user at its heart – and this is so important.

  • http://www.diannahuff.com/ Dianna Huff

    It depends on the type of website and even the section of the site. For B2B clients, I’ve written quite technical content for the products/services section because the audience is engineers and the content is in their language (“technical,” however, doesn’t mean jargony or convoluted).

    For other sections of the same site, content is more general to aid non-technical searchers / decision-makers.