Relevance is the Key

It was a busy week for us. Amidst the lockdown and the pandemic, we managed to see the doctor adn got our medical certificates done. Then, over the weekend, we traveled to our hometown. I did all the planning, packing, and traveling to and from the hospital in the work breaks. This helped me manage the work, meetings, and other priorities. But the writer’s brain continued to work as usual, and thoughts continued to spin their web. So came this post.

While creating the guidelines for writers in my team, I realized how important it was to write crisp instructions. The guidelines were for reference. But most writers would go to the wiki not before, but while preparing the content. They would be more productive and busy in writing their content than digging into my referential one. Relevance was the key.

And, based on the little head pounding that I did on the subject, I zeroed-in on this:

Contextual Relevance

The profession of writing is an interesting one, for it teaches us more re-writing than writing. Staying true to the context is, therefore, second nature to us. You will not find a single sentence that doesn’t serve the purpose, the core, the topic. There could be more than one sentence to stress the importance of the point.

When creating the content, I reckon that we focus on writing about what the readers are searching for. We must write about what leads the readers to look for. We join context and content: the resolution to their problems, the remedy to their pain, the destination to their journey of searching for information.

Emotional Relevance

How empowered was the reader after going through your content? Could they make a decision? Could they press the button? Did they feel as empowered as you wanted them to? Or are they still looking for something they thought after looking at the title of your content? Ask yourself questions like these. Check your content to see the possible impact of it on the lives of the readers. One of the results of your writing the content is empowerment. Ensure that readers feel confident after going through it.

Strategic Relevance

Your content should help them see the whole picture in a logical sequence. The readers have embarked on a journey, remember? So they are entitled to see from where they have come, where they are currently, and to where they may lead. The clarity of steps is the clarity of mind, at least in the context of instructions.

Critical Relevance

Just as important as it is to know whether or not to press the button, it is equally important to see if it would solve the problem or lead to the next step. Instructional content is seldom laid on the same foundation as that of creative writing. That’s because creative writing doesn’t always have to deal with the What’s-in-it-for-me question. So the result of instructions is a definitive outcome measured in tangible or intangible results: it could be pressing that button or reaching the end of the instructions.

Conclusion

Yesterday, while talking to one of my ex-teammates and long-term friends, I shared some ideas on how they could get started with their work. I told him that one of the best ways to learn was to teach.

I just realized that the inverse of it is equally true, too. One of the best ways to teach anything is to learn to do it. And while I will continue to polish the writing and editing guidelines and add more reference-worthy points to it, I will continue to keep things relevant.

There aren’t many ways in which technical writing and creative writing differ, but for want of the outcome of actions. Relevance is critical when it comes to measuring the result. Isn’t it?

About Suyog Ketkar

He is a certified technical communicator. He believes that writing continues to be an easy-to-do-but-difficult-to-master job. In his work time, he proudly dons the “enabler” cape. In his non-work time, he dons many hats including one of a super-busy father.
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2 Responses to Relevance is the Key

  1. Arun says:

    True, without relevance, how would one retain the context? Useful research there!

    Liked by 1 person

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