Make content that connects with people

Find the question

Notice what people repeatedly ask about your subject. A specific question is easier to answer well than a broad topic.

Make one clear point

Write down the one thing a reader should understand after seeing your content. Remove anything that distracts from that point.

Use examples and plain language. If a reader can use the idea, the content has done more than simply attract attention.

Make the next step natural

Offer a relevant next read, a useful question to consider, or a way to get in touch. A good next step follows from the content rather than interrupting it.