So you’ve spent hours crafting the perfect blog post, email, or web page. You hit publish, then… crickets. Sound familiar?
The truth is, most content fails not because the ideas are bad, but because the writing itself creates barriers between you and your readers. And when you consider that 45 million U.S. adults can’t read above a 5th-grade level and 50% of adults struggle with 8th-grade reading, those barriers become walls. This is why clear and concise writing is so crucial for any business.
But don’t worry. Great writing isn’t about being the next Tolstoy. It’s about connecting with real people in a way that feels natural and effortless. The content team at Campaignium has learned this through years of crafting copy for clients across every industry imaginable—from highly technical manufacturing to everyday banking tips. We’ve honed these strategies into actionable writing tips for SEO and overall engagement.
Here’s what we’ve discovered works for creating engaging content that actually gets read.
1. Define Your Target Audience for Better Content
Before you write a single word, get crystal clear on your audience. This isn’t just marketing fluff—it directly impacts how you should write and ensures your content resonates.
- Match their reading level: If you’re writing for technical experts in engineering or manufacturing, you can use relevant jargon. They expect it, and it shows you understand their world. But if you’re explaining personal injury law or banking tips to everyday people, keep it simple and accessible.
- Write like you’re talking to a person: Imagine you’re sitting across from someone who genuinely needs your help. Depending on your industry, that might be a colleague, a friend, or someone who’s stressed and looking for answers. Use “you” to speak directly to them—it instantly makes your writing more engaging and personal.
- Consider your brand voice: Are you formal and authoritative? Conversational and approachable? Casual and friendly? Your tone should match your brand, but remember—even formal doesn’t have to mean boring or hard to understand. For more guidance, check out our post on how to develop a strong brand voice.
Pro Tip: Leverage ChatGPT or your preferred LLM to precisely define your target audience. Request a persona of your typical reader or target audience to refine your messaging effectively.
Essential Editing Tips for Clear and Concise Writing
Here’s where most content gets stuck. You’ve got great ideas, but they’re buried under clunky sentences and unnecessary words. These simple fixes can transform your writing, improving readability and making your content writing shine.
2. Keep Sentences Under Control
Long, winding sentences are a reader’s worst enemy.
- Aim for under 24 words per sentence
- If a sentence feels too long, break it up—your readers will thank you.
- Remember: concise doesn’t mean boring; it means easier to understand.
3. Cut the Fat Ruthlessly
Every unnecessary word is a barrier to clarity. This is a critical writing tip for maximum impact.
- Remove unnecessary words: If you can take out a word and the sentence still means the same thing, cut it.
- Watch for filler words: “That,” “just,” “very,” “probably,” “really”—these often add nothing (though sometimes they make writing more conversational, so use your judgment).
- Use possessives to shorten phrases: “Campaignium’s team” instead of “the team of Campaignium.”
4. Choose Active Voice When Possible
Active voice typically leads to clearer, more direct, and more engaging content.
- Active: “John drove the golf cart to the 18th hole.”
- Passive: “The golf cart was driven to the 18th hole.”
- Active voice is usually clearer and more direct, though passive voice has its place when appropriate (e.g., when the action is more important than the actor).
5. Add Variety and Flow to Your Content
To keep your readers engaged, vary your sentence structure and ensure smooth transitions between ideas.
- Start sentences differently to keep readers engaged.
- Use transition words (e.g., “however,” “therefore,” “in addition”) to connect ideas smoothly.
- Look for repeated adjectives and mix in some synonyms to enrich your vocabulary.
Final Review: The Read-Aloud Test for Readability
When you’re done writing, try this simple, never-fail test.
6. Read Everything Out Loud Before Publishing
Seriously. You’ll immediately hear where sentences are too long, where the flow gets choppy, or where something just sounds off. If it sounds weird when spoken, it probably needs work.
7. Use Grammar Checkers
After your read-aloud test, run your content through a grammar checker like Grammarly to catch the basics.
8. Get Second Opinions
Better yet, have a colleague read it. Fresh eyes catch things you’ll miss every time. This collaborative approach ensures clarity and impact.
9. Optimize for Search Engines
Beyond the writing itself, make sure your excellent content is discoverable.
- Keywords: Naturally include your primary keyword (e.g., “content writing tips”) and secondary keywords throughout the post.
- Headings: Use clear, descriptive headings (like the ones in this post) that structure your content and include keywords.
- Internal & External Links: Link to other relevant posts on your site and to authoritative external sources for added credibility and improved SEO.
Bonus Tip: Never Stop Learning
The best content writers are always learning—whether it’s new writing styles, emerging SEO techniques, or insights into audience behavior. Subscribe to industry blogs, take short online courses, and pay attention to feedback on your content. The more you learn, the more your writing evolves to meet your audience’s changing needs.
Unlock Your Content’s Potential
Good writing isn’t about impressing people with big words or complex sentences. It’s about making your ideas so clear and accessible that readers can’t help but keep reading. Every piece of content you create is a conversation with someone who needs what you’re offering. Make that conversation as easy and natural as possible, and watch your content start doing what it’s supposed to do—connect, engage, and convert.
