Parallelism
Aside from following standard English grammar, employing parallelism can take your text one step further in promoting a smoother reading experience, dispelling ambiguity, and conveying information more clearly.
This process refers to the use of similarly constructed phrases or grammatical structures within a sentence, across coordinated elements, in lists, and other applications where multiple phrases are parsed in rapid succession.
See the following example:
“Good orthography, grammar, and mastering punctuation are essential for a successful writer.”
“Good orthography, grammar, and mastering punctuation are essential for a successful writer.”
“Mastering orthography, grammar, and punctuation is essential for a successful writer.”
Notice how the “double take” caused by the previous example is now absent. Such is the smoother reading flow promoted by parallel structures.
In the first variation, all elements that compose the subject are now nouns. Even though it still utilizes the adjective “good”, the word now qualifies all three nouns at once, so the structure maintains parallelism. As for the second variation, the nouns are now objects of the gerund, which itself serves as the subject of the sentence—hence the verb form changing to “is” in “is essential…”.
Texts lacking parallelism often prove more difficult to read. Therefore, when reviewing your text, pay attention to any sentence that sounds “wrong,” as it may conceal a parallelism problem. The dissonance caused by lack of parallelism can stem from conflicting verb forms, mismatched word classes (such as by mixing verbs and nouns), clashing singular and plural nouns, and other common slips.
Singular "they"
For this client, the key objective was to generate awareness for their brand and UVP by educating prospects through a comprehensive, educational content hub.”