(1) The Character of the Target Audience: No communication is effective if you do not keep your particular audience in mind while designing it. You also have to understand the characteristics and behavior of the members of your particular audience, like their age group, gender, geographical location, their likes and dislikes, their culture and beliefs as well as their online behavior (if possible).
(2) Tonality and Purpose: Next thing to keep in mind is the purpose of your content. What do you want ‘your’ content to do? Do you want to inform your audience about something? Do you want to persuade your audience to take a particular step through your content, like say buy something, inoculate their children against polio or register for a forum, and so on? Or do you simply want to entertain your audience? The tone of the content should complement your purpose of communication. However, it has been found that a friendly, conversational tone is suitable for most purposes.
(3) Choice of Words and Articulation: Right words articulated in the right context and in the right tone are very important for the content to be effective. Balance is the key here. Overdoing anything can be very harmful for the content.
(4) Structure: A simple structure makes it easier for your audience to grasp your content. You may follow the 4Ws and 1H structure to keep things uncomplicated. The 4Ws stand for ‘What’, ‘Why’, ‘When’ and ‘Where’ while the H stands for ‘How’. Answering these questions would roughly cover the topic from all angles.
(5) Visual Accompaniment: Since a picture always attracts more attention than a written text, always put a relevant picture along with your written content. And your content will never go unnoticed.