‘Engaging’ involves making a connection through content, in print or on screen. At its best, the connection is 2-way – the content developer (writer or designer) considers and engages with their audiences, and audiences understand and engage with the content.

This chapter explores these 2 facets of content creation. It aims to ensure that writers and content creators are fully connected with their audiences, and that audiences are able to access, understand and act on content.

This chapter covers:

• Knowing your audiences
• Connecting with your audiences
• Making content usable
• Making text readable
• Making content accessible
• Listening to your users.