Home featured Featured Growing Hot Tips Featured How to write content for a business audience Guest Author December 19, 2013 What do you do when you click onto a webpage or a blog post and are confronted with a great big slab of text? If you’re anything like the rest of us, you probably shut down the page and move on to something else. This presents a bit of a challenge for any business wishing to engage readers online. It’s particularly true for anyone marketing to another business. Their target audience is both time-poor and already well-informed. Any content that’s going to engage this audience needs to go beyond generalities; it should give them information they don’t already have or provide them with a new perspective on a topical issue. So the challenge is: how do you provide content that has a lot of information, complex detail and complicated ideas while at the same time making it readable online? Here are a few ideas: Short sentences Short sentences aren’t just for children’s books. They make for clean, easy-to-read copy. So look closely at your work once you’ve finished and ask yourself a few questions. Can I break any of these sentences into two? Am I using lots of clauses and subordinate clauses? A rough tool for checking how user friendly your copy is, are the readability statistics in the spell check function of Microsoft Word. Avoid jargon People are often tempted to use jargon because it makes them seem knowledgeable.