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How do you write educational copy for guides, tutorials, and white papers?

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Educational copy is a type of content that aims to teach, inform, or guide your audience on a specific topic, skill, or problem. It can take various forms, such as guides, tutorials, white papers, e-books, courses, or webinars. However, writing educational copy is not the same as writing academic or technical copy. You need to consider your audience's needs, goals, and preferences, as well as the best format, tone, and structure for your content. In this article, you will learn how to write educational copy for guides, tutorials, and white papers, and how to avoid some common pitfalls.

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Gina Balarin (CPM FAMI FCIM)

The CEO’s Voice - lifting leaders on the screen, stage and page | Author | Board member | TEDx speaker | Public…

1 Know your audience

Before you start writing, you need to research and understand your audience. Who are they? What are their pain points, challenges, or interests? What are their current knowledge and skill levels? What are their expectations and preferences for learning? How will they access and consume your content? These questions will help you tailor your copy to your audience's needs, goals, and learning styles. You can use various methods to gather audience insights, such as surveys, interviews, analytics, feedback, or personas.

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Gina Balarin (CPM FAMI FCIM)

The CEO’s Voice - lifting leaders on the screen, stage and page | Author | Board member | TEDx speaker | Public speaking coach | Ghostwriter
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How do you create content that gets straight to heart of the issue - and straight through to your audience's heart? Know what they WANT and what they NEED and address both of these in your writing.

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2 Choose the right format

Depending on your topic, purpose, and audience, you may choose different formats for your educational copy. For example, guides are usually long-form content that provide comprehensive information and instructions on a topic, such as how to use a software or how to start a blog. Tutorials are usually shorter and more focused content that show how to perform a specific task or achieve a specific result, such as how to create a logo or how to optimize a landing page. White papers are usually formal and authoritative content that present research, analysis, or solutions on a complex or controversial issue, such as how to improve cybersecurity or how to reduce carbon emissions. Each format has its own benefits and drawbacks, so you need to consider which one suits your topic, purpose, and audience best.

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Gina Balarin (CPM FAMI FCIM)

The CEO’s Voice - lifting leaders on the screen, stage and page | Author | Board member | TEDx speaker | Public speaking coach | Ghostwriter
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People's attention spans are getting shorter. So, even if you excel in producing value-packed, long-form content, remember that people will skim-read it, first. Good layout and design is almost as important as good writing. Using well-placed imagery, informative and enticing headlines and easy-to-digest takeaways will entice people into reading more.

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3 Use clear and engaging language

One of the most important aspects of writing educational copy is to use clear and engaging language. You want to avoid jargon, acronyms, or technical terms that may confuse or alienate your audience. If you need to use them, make sure to define them or provide examples. You also want to avoid long, complex, or passive sentences that may bore or lose your audience. Instead, use short, simple, and active sentences that convey your message clearly and concisely. You also want to use a conversational and friendly tone that builds rapport and trust with your audience. You can do this by using second person, asking questions, telling stories, or adding humor.

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4 Structure your content logically

Another key aspect of writing educational copy is to structure your content logically. You want to organize your content into sections, subheadings, paragraphs, and sentences that follow a clear and coherent flow. You also want to use transitions, signposts, and summaries to guide your audience through your content and highlight the main points. You also want to use visual aids, such as images, charts, graphs, or screenshots, to illustrate your content and make it more appealing and memorable. However, you need to make sure that your visual aids are relevant, clear, and consistent with your text.

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5 Provide value and action

The ultimate goal of writing educational copy is to provide value and action for your audience. You want to show them how your content can help them solve their problems, achieve their goals, or learn something new. You also want to encourage them to apply what they have learned or take the next step. You can do this by providing examples, case studies, testimonials, or exercises that demonstrate the benefits and outcomes of your content. You also want to include clear and specific calls to action that tell your audience what to do next, such as downloading a resource, signing up for a course, or contacting you for more information.

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Gina Balarin (CPM FAMI FCIM)

The CEO’s Voice - lifting leaders on the screen, stage and page | Author | Board member | TEDx speaker | Public speaking coach | Ghostwriter
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What will convince people of the value you provide? Your ability to address the needs of your customers, sure. But, remember, your 'audience' isn't actually your customers... it's your customers' customers! Sound confusing? Think about it this way. Your customers want to serve their customers better. You help them do that. So if you can address the elephant in the room (the thing that's preventing people from buying your customers' products or services), you'll be able to write more clearly and succinctly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Zaira H.

Developing Coding curriculum at freeCodeCamp | Open Source Maintainer | Aspiring Cybersecurity Analyst | Linux & Middleware Expert | Tech Author
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Add diagrams wherever they can be added. They help to further clarify the topic, especially if it is a complex one. It is also easy to recall the concept by just looking at the diagram.

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How do you write educational copy for guides, tutorials, and white papers?

1

2

3

4

5

6

1 Know your audience

2 Choose the right format

3 Use clear and engaging language

4 Structure your content logically

5 Provide value and action

6 Here’s what else to consider

Copywriting

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How do you write educational copy for guides, tutorials, and white papers?

1

2

3

4

5

6

1 Know your audience

2 Choose the right format

3 Use clear and engaging language

4 Structure your content logically

5 Provide value and action

6 Here’s what else to consider

Copywriting

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