In the present day we don’t buy books from stores and go through them to learn something. But what we do is, we end up browsing the topic on net and get the information instantly. Like this, you can acquire more knowledge about the subject than you could have obtained from a single book. But what if you do not understand the content written on the web? People at times tend to use terms which are unfathomable by normal beings.
Content writing is an art. The clearness of what you write matters a lot. The best way to understand something is to teach it. For example, you search for a background information about a topic on Google, and what you get is way too technical, filled with scientific jargons but definitively not that comprehensible.
Therefore, clarity in content writing is what is needed now. You should write in such a way that even a five year old can realize. There is no harm if you use technical terms, industrial jargons or lingos but if somebody lands in your page and reads only scientific words, then pulling them into your world or enticing them with your concept would be difficult. Making people understand you and how you explain matters almost as much as what you are saying.
Content writing would be much easier if you know whom you are addressing to. If you are talking to only professionals and about scientific stuffs, then it might be sensible, but in general, you have to make it sound as natural as possible. If your content is grasped by regular people, eventually your writing will get more polished and will stand the test of time. So, from time to time read your writings aloud so as to understand and get a grab of it.