Compelling content is more than a blob of words hastily written to meet a deadline. To be effective, content needs to be:
Content must be narrowly composed to achieve the objective of the communication. Tangential discourse or nonsensible scrawl not crafted for a targeted audience misdirects the user and obscures the efficacy of the procedure from the simplicity of the task.
Effective content is elegantly precise. It abhors vagary, requires no interpretation, and disallows argument or conjecture.
Incomplete content can be used to tease or draw an audience in, but beyond seduction it is ineffective. Don’t expect your reader to ‘figure it out’.
Concise content respects the user’s time, honours the immediacy of action, and despises anything unnecessary as waste. Concision is the cornerstone of content usability.
Structure is the logic that encapsulates the integrity of the idea. Each thought supports the other. Structure defines an evident scope and recruits all other elements in mutual support.
Effective content exploits the communicative efficiency of illustration. A picture worth a thousand words is a thousand words that are no longer required.
Accessible content makes knowledge available to the widest audience. Inaccessible content is completely ineffective. Accessible content makes all other elements of effective content possible.
Effective content leverages patterns which create, then fulfill, your audience’s expectations. Your audience knows where information is supposed to be, and when they arrive, your reader is not disappointed.