What are the best content design techniques for creating easy-to-read content?

This is incredibly comprehensive in covering the most common pitfalls of content in sales and marketing. I hope readers don't skim past, "...provide examples, analogies, and visuals". Customer/partner/third-party is the important subtext. (What others say about us will always be more effective than what we say about ourselves.) One thing I'd add (as a first thing's first) is differentiation. Plainly state, "Why you?" and/or "Why now?" — without leaning on marketing clichés like, "For all your ___ needs," "Your one stop shop for...," and, "We're #1" (in general, with no specific relevance).

Effective copywriting is all about communication. It means using words that are clear, concise, and compelling to grab your audience's attention and deliver your message - right off the bat. People don't have the time or patience for complex jargon or long-winded explanations. They need simplicity. Simple language in copywriting ensures that your message is easily understood by a wider audience, increasing your reach and impact. It's about speaking to your readers like you're having a one-on-one conversation. By simplifying your message, you remove barriers that might deter potential customers. You make them feel comfortable, and this builds trust. You don't want your audience scratching their heads; you want them nodding in agreement.

Short sentences and paragraphs are best for marketing content. It might not seem obvious why on a PC or laptop, but try reading on a phone and it becomes clear. Many marketers say "avoid long words and jargon." But if long words and jargon are what your target audience is used to, don't avoid them. Speak in their language, not just everyone's language (unless the target audience is everyone).

In my opinion, content design is strongly tied up to the wider User Experience Design (UED) discipline. And as such, having a user-centered approach to it is essential. Conduct user research, testing, and keep them in your feedback loop regularly. Write and design for them. Use the terms that they use. Don't underestimate the power of good information displayed the right time, the right place, in the right way on the overall experience of a user.

Peer review is crucial: you will miss things, and you will grow too close to the content. Working with others can ensure you keep a third-party perspective and stay clear from project-specific jargon.

Content design is design, so it can help to include visual design tools - where will your words sit on a page and what will be around them? A word person can create wireframes in Figma or similar programs. If you have nothing else, try PowerPoint or Google sides as a simple way to move word around on a page and add visual elements, however rough they may be. You may discover that you need fewer words because the visuals explain a lot.

Be human. On the far side of strategy, planning, tactics, and data are other humans. If you wouldn't say it 'that way' standing in front of another person ...revise. If you haven't made it so clear and simple that your non-sales/marketing family and friends can understand, retain, and reshare your story ...revise. If you were being told your own story at a party, and know it would make you stifle a yawn while looking for an exit from the monologue ...revise. If it's impossible to know what you're talking about after the first paragraph or scroll ...revise.