Eric Arthur Blair, better known as George Orwell, the British writer to whom we owe, among other things, 1984 and Animal Farm, was a prodigious storyteller, coupled with an unparalleled visionary - and a true precursor of Content Marketing!

 It is interesting to know that he enacted in the early 20th century, five rules of content-creation still valid today:

1 - Don't use any metaphor or figure of speech that you already see elsewhere on a regular basis

If you are able to create relevant ones, do so, but using familiar metaphors weighs down the writing and loses momentum in the style. 

2 - Don't use a long word when you can use a short word

This touches on the #1 challenge of web writing: promoting complex ideas with simple sentences.

3 - If a word seems unnecessary, remove it

In keeping with the previous rule, get to the point!"

4 - Don't use the passive form when you can use the active form

The latter is shorter and more impactful.

5 - Don't use a word or phrase in a foreign language if that word or phrase exists in French

This rule seems to have been made specifically for marketers who love English jargon!

Rather than hiding behind an obscure formula, explain and popularize your knowledge.

 What about you? Do you apply any other rules for your content creation?