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Blog Writing - Top Tips

Think back to 1994. Bon Jovi was singing 'Always', children were crying their eyes out during The Lion King (you know which scene I mean) and I believe I was wearing a lot of velvet...


Also that year, a student called Justin Hall penned what is commonly thought of as the first 'blog'. Since then, blogs have become a staple of the marketing mix. Over 409 million people view more than 21.1 billion pages per month according to WordPress.


However, there are more than 152 million blogs on the internet. So, how do you cut through the noise?


Read on for some top tips from Laura May at Tiptoe Training...


Why and who


Why are you writing a blog? This needs to be clear before you begin. What is your objective? Whether you are trying to share knowledge, establish credibility or showcase a service, keep to the subject throughout.


Who are you writing for? You need a defined audience, so you can tailor your tone, length and format to suit the audience. Try to avoid trying to reach 'everyone' and narrow it down to an audience that means something to you.


Blog type


Blogs are typically 2,500 words long. However, think about what works best for your messaging and audience. It's OK to write long-form blogs if you want to do a deep dive into a subject, or to create shorter, snappier posts if you're promoting something that is time sensitive. Again, go back to your why and who and create a blog that works well for that.


Some common blog types you could explore are...


  • Lists, e.g. 'Five ways to improve your copywriting'

  • Curated collections, e.g. 'Our top ten copywriting resources'

  • News, e.g. 'Tiptoe Training announces new copywriting course'

  • How-to articles, e.g. 'How to write a blog in ten minutes'

  • Guest blogs, e.g. 'Tiptoe Training talks to copywriting expert'


Structure


Your structure matters - 43 percent of readers just skim blogs. So keep it concise and to the point.


  • Your title matters - make it clear, not clever

  • Use headings to break up content and make it easier for readers to skim

  • Include key words relating to your topic

  • Keep your sentences short

  • Use media - such as images or videos - to break things up

  • Include a call to action at the end

  • Use bullet points to list important information (see what I did there)


Final thoughts


My final top tips would be...


  • If you want to make a statement, do it!

  • Don't jump from topic to topic

  • Questions are amazing - will you use them?

  • Always - and I mean always - give it one more proof read before you press the publish button


If you want to write a blog, my advice is to do it! Try things out, have fun and test different styles. And if you need a little support to begin, get in touch.


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