...

• Don’t go into too much detail or you will lose the reader.
• Avoid “insider” jargon! Try to explain the purpose and relevance of your deliverable to someone who has never heard of ToIP (but has a general understanding of the Internet). If you must use an industry-specific term (for example, it if one is in the name of the deliverableyour deliverable), define it in plain English.
• Use pictures or graphics to visually reinforce your message — “a picture is worth a thousand words”
• Add links to other helpful introductory materials (videos, summaries, wiki pages, FAQs) where a reader can go to get the next level of detail without having to read the deliverable itself.

...

Specialized technology leads to a lot of opinions. Technology discussions should recognize trade-offs, areas yet to be defined, the evolving world of standards, etc. Don’t be afraid to highlight where ideas are preliminary or agreement on design has not reached broad consensus. 

Close with actions

...

We are in the age of short "try to be viral" videos. Your your message will spread more easily if your WG or TF can create creates a short video (at least one minute but no more than four)—even if it is just a recorded Zoom with a few talking heads and a few slides. Try to communicate the essence of your blog post in nice easily-digested "sound bites".

Amplify, amplify, amplify

...