Some great tips from Ben Hollom in the link below on how to make your content go from 'meh' to 'amazing'. It's particularly important to bear in mind his advice to 'write like you talk'. This does not mean 'dumbing-down' your work (though there's nothing wrong with that if it means more people will connect with what you are saying). Essentially, it means avoiding jargon-heavy and over-flowery prose.
Of course, that depends on your audience. If you are a lawyer writing for an audience of other lawyers, your content is going to be very different compared to that of a lawyer writing to an audience of SMEs for instance.
3. Ask the right questions Rhetorical questions engage your audience to think – that’s why they’re used so often by some of the best public speakers. Give them a little room to breathe to really get the reader to process what it is you’re asking them. 4. Format the look and flow There’s no bigger turn-off for a reader than a chunk of text that has been given little thought about how it is presented. It doesn’t take much to throw in a few bullet points, emphasise the headers – that sort of thing – but it can make a huge difference in the mind of the reader.
https://www.m2bespoke.co.uk/blog/10-things-every-content-writer/
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