Segment your audience and develop really informative personas. In other words, take the time to get to know their interests and motivations for reading your content so you can shape your message and create an interaction that's really meaningful and personal.
I've developed print, video and online content for a range of sectors including higher education, superannuation, finance, engineering, health, tourism, fashion, design, food. It's all about telling a real good story.
Here is a small selection of the articles I've written over the years. FYI - I sometimes use my pen name, Jacklyn Lloyd.