In the most forms of writing or content writing, it is always the topmost objective of a  writer to reach as maximum as possible audiences to reflect the message as conveyed through the piece of writing, whether it is advertising, or it is a apiece of literature in form of poetry or prose.
And your audience, no doubt is the mass ranging from a varied social and educational back ground, so as for an effective communication, it becomes very imperative for a content writer to express his ideas very clearly and persuasively to his readers. So for the purpose of clarity, the first rule is refraining away from the exercise of META-DISCOURSE that is excessive and unnecessary writing as expressed in expressions like “to sum up,”” “it has become clear,” and “I would like to point out.” Instead of this Meta-discourse the meaning simply can be explained through summing up the whole idea in simpler words.
The second rule to clear writing is avoiding REDUNDANCY, which is expressing an idea in more than necessary words. For example instead of, ‘This is your own personal note book’ you can say “your book”. The important rule to content writing is excessive use of PRENTENIOUS words by some writers to drive attention.  However, this makes adverse impact at least with average reader. The example of PRENTENIOUS words are Inexorable, Ameliorate, Denounce, Clandestine, Comprehend etc. So, for clear writing above discussed ideas always should be followed religiously.

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