Its’, It’s and Its are some of the most commonly used (and misused) three letter word-forms in English. To use them properly it should be understood that its’ is always incorrect to use, thus anytime you see you’re writing its’, substitute it for either “it’s” or “its” depending on what the sentence requires.
It’s and Its, however, are proper, provided the context it right. Before one can use them, however, one has to be clear on the simple, but counterintuitive, difference between both words, which are as follows:
It’s means “it is” and “it has.”
Its is a possessive form and denotes ownership; for example: “This place has lost its charm.”
This can be confusing because possession is generally denoted via the form which it’s takes, that is to say, if instead of, “This place has lost its charm,” one were to write, “Kyle’s lost his charm,” an apostrophe would be used between “Kyle” and the “s” whereas with “its” no apostrophe is added. The reason for this is due to the fact that possessive pronouns are never written with an apostrophe because they already imply ownership (ie. it was his; the cake was hers; this house is ours; please keep it, its yours).
With all of this in mind, it should be easy to correct the its’-it’s-its confusion in one’s writing.