There is no dearth of information. It is the narrative that counts. Converting data into stories is the aim. Whether the final output is for information or entertainment, it has to grab and keep attention.
Communicating in simple yet engaging language is one of the finest balances. Most times, this means I prod you for your unique experiences about the product or service we are writing about. I also suggest infographics or other images that your design team could work on.
And when there is no story, it is even more critical that the content communicates what we have articulated so far in an engaging way. This holds when you are editing a book on Yoga or writing one on the ingredients needed to create inclusive, sustainable solutions for the future.
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*Please note all assignments require all three steps, and in most cases, they run in parallel. Sample content/images are just a glimpse of the points made here.