Why jargon should be avoided in content marketing—and how to make content relatable
Content marketing is all about creating meaningful connections with your audience. Yet, many brands unintentionally create distance by filling their content with jargon and buzzwords that can feel cold, inaccessible, and confusing. If your audience has to work hard to understand your message, they’re likely to move on. That’s why avoiding jargon is key to crafting content that not only resonates but builds lasting relationships with your readers. Here’s why it matters and how to create content that’s relatable and approachable.
Jargon puts up a wall between you and your audience
Jargon can seem like a shortcut to conveying expertise, but in reality, it often does the opposite. When people encounter unfamiliar terms, they’re left feeling confused or like outsiders to the conversation. In content marketing, this is the last thing you want. Your goal should be to invite your audience into a dialogue, making them feel seen and understood. When your audience struggles to grasp your content, it creates frustration. Worse yet, they might walk away with the impression that your brand is more concerned with sounding smart than solving their problems.
In contrast, clear, relatable content invites your audience to engage. It’s like extending a hand and saying, “I understand you, and here’s how I can help.” In the crowded digital landscape, relatable content is one of the most effective ways to stand out and build trust.
Relatable content sparks connection and encourages engagement
At its heart, content marketing is about empathy. Relatable content speaks to your audience’s concerns, desires, and questions in a language they understand. It’s content that addresses their pain points, offers solutions, and feels approachable rather than intimidating. When people feel that your content is written with their needs in mind, they’re more likely to stay engaged.
Relatable content fosters a sense of familiarity and trust—two elements that are crucial to building long-term customer relationships. Jargon, on the other hand, creates a barrier to that connection, making your message seem distant and impersonal.
How to create relatable content
So, how do you create content that avoids jargon while still conveying expertise? Here are a few tips to help you make your content more relatable and approachable:
- Know your audience inside and out: Effective content always starts with a deep understanding of your audience. What are their pain points? What solutions are they seeking? Avoid trying to impress them with fancy terms or insider knowledge. Instead, focus on meeting them where they are. Write content that speaks to their specific challenges in a way that is clear and direct.
- Simplify without losing meaning: It’s easy to assume that simplifying content means dumbing it down, but that’s not the case. Simplification is about distilling complex ideas into their most essential and digestible form. Take industry-specific jargon and translate it into everyday language. For example, instead of saying “utilize cutting-edge, data-driven solutions,” you might say “use data to make smarter decisions.” Both statements convey the same idea, but the latter is more relatable and easier to understand.
- Write conversationally: People tend to engage more with content that feels like a natural conversation. Writing in a conversational tone means avoiding overly formal or stiff language. Instead, aim to write the way you would speak in a casual meeting or discussion. For example, phrases like “Let’s explore this together” or “Here’s a way to think about this” feel more inclusive than “We offer strategic solutions to optimize outcomes.” The more approachable your tone, the more your readers will feel like you’re speaking directly to them.
- Empathize with your audience: Empathy is the cornerstone of creating relatable content. Show that you genuinely understand the challenges your audience is facing. When people feel that you “get” them, they’re more likely to trust your brand. For instance, instead of just listing features of a product or service, explain how those features solve real-world problems that your audience cares about. When you approach content from a place of empathy, your messaging becomes more about connection than conversion.
- Use real-world examples: One way to make your content more relatable is by incorporating real-world examples. Rather than relying on abstract concepts, show your audience how your product or service works in a practical context. Case studies, testimonials, and success stories can bring your message to life and help your audience see themselves in the content.
Relatable content is your brand’s secret weapon
At the end of the day, creating relatable content is about speaking the same language as your audience—clearly, empathetically, and with purpose. When you strip away jargon and focus on delivering real value through understandable, approachable language, your content is more likely to resonate. In a world full of marketing noise, authenticity, clarity, and empathy are your best tools for building lasting connections with your audience.
By avoiding jargon and focusing on what truly matters to your readers, you can create content that not only informs but also builds meaningful relationships that stand the test of time.
