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Winning Tips on Effective Content Writing Content should be in clear, concise language and in the active voice. Sentences and paragraphs must not be too long. Use of important keywords and a great punch line ensures maximum web visibility. Content writing should be creative. Don’t plagiarize. Finally, state clearly to your readers, how they will be benefited by hiring your company. The Basics of Content Writing Content should be easy and concise and in the active voice. Make effective use of keywords and write from the reader’s point of view. Avoid fancy phrases. Sentences and paragraphs must not be too lengthy. Use suitable headings and subheadings. Check grammar and syntax.