Blogs serve a range of purposes in your business’ social media package. It provides an insight into the behind-the-scenes happenings within your organisation, gives readers a chance to read more about what you’re about, and maintains a connection with your audience in a contemporary and detailed manner. But getting the right content together for your blog posts is half the job and it has to be written well too.
It’s understandable and logical that people absorb and retain information if it is presented to them in a way that is well structured, appropriately formatted and written in such a way that it appeals to the audience’s intellect without being overly ambitious. Finding this balance and presenting your blog in the best way possible is crucial for hitting the right notes and getting your message across – thus improving the image of your business. Here are RLM’s top tips for getting your blogs into shape.
Be clear about what it is you want to say in your blog, and keep to it. Determine the overall message you want your audience to receive in reading your blog, ensuring that everything you write contributes to this end. Just about everyone has written a piece of writing, blog or otherwise, that goes off on tangents about irrelevant subjects, detracting from its main purpose. This can be achieved by consciously writing with the topic in mind, and re-reading your blog before uploading to ensure the subject matter remains consistent and relevant. Another way to eliminate such errors is to give your writing to an impartial third party (perhaps a friend or relative), ask them to read it, and get feedback on the overall direction of the writing. If they take away from your blog what you hoped they would, and did so with no other input, then chances are your audience will too. If not, determine the unnecessary parts of the work and remove or amend them to keep the blog on track.
Much like this exact blog, keeping your content structured is also important in being an effective blogger. Keeping sentences and paragraphs clear and logically structured is key for information retention, and maintaining a consistent style of formatting throughout your piece eliminates any distractions that can arise from too much information at once or a lack of flow. To achieve this, take all the main points you want to make in your blog and break them up into separate subheadings. Then, ensure that everything you write under those headings remains relevant to that topic, and that said paragraphs are not overly long or arduous to read. Clear subheadings and appropriate content underneath them maintains an air of professionalism and makes it abundantly clear what it is you are trying to get across to your reader.
Spelling, Punctuation and Grammar
As with formatting, spelling, punctuation and grammar are two things that are relatively simple to look out for in your blog posts, however, they are crucial to understand and implement. Poor spelling and grammar detracts from your overall message and reduces the reader’s receptivity. Whilst your word processor will have an inbuilt spell check function, it’s still necessary to go through your own work and check for errors. This includes apostrophes in the correct places (e.g. its vs it’s); the difference between homonyms (e.g. your and you’re); and the appropriate use of pronouns. There are many online resources that can help to improve your punctuation and grammatical skills, and having these abilities will drastically enhance your writing.
To remain relevant, it is crucial to appear competent and knowledgeable in your own field of expertise. Blogs are a fantastic way to do so, and ensuring that the written material you upload for people to read is well-structured, spelled and punctuated correctly and consistent will increase the chances of your words making a real impact on the audience. Many online tools are available for writing improvement, and even using your own reading experiences can be useful in improving your own writing, as you will know what features of writing work for you. Incorporate these things into your future blog posts, and soon you’ll have people hanging on your every word.