Regularly updating your company’s blog provides you with a great opportunity to connect with your customers. A thoughtfully crafted article can demonstrate your expertise and help answer common questions. But if you’re more comfortable writing 280-character tweets or Instagram captions, a blog may seem intimidating. Below are seven tips to help you write better blogs.
1. Know Your Audience
Before you type a single letter, take a moment to clearly define your audience. Knowing your reader will help guide your blog and ensure you deliver practical content.
2. Understand Your Brand’s Voice
Some brands want to convey a professional, polished image. Others rely on humor or a casual tone. Remember to write in your brand’s voice, not your own.
3. Use a Catchy Opening
Your first line can make or break you. It piques the interest of your reader and draws them into the story. But, you only get one shot to make it right. Don’t underestimate the value of spending some extra time perfecting your opening paragraph. Check out this writing guide for ideas.
4. Follow the Inverted Pyramid
Your lede kicks off your story in an interesting way, and your first few paragraphs should get right to the point. Adopt an inverted pyramid style of writing, putting the most important information at the beginning. Let’s face it: your visitors likely won’t read your full article. By communicating the most relevant details first, you best serve your reader and write better blogs.
5. Write in Active Voice
Active voice refers to when the subject performs the action in the sentence. When you write in active voice, you use strong verbs and clear sentences. Passive voice involves using a form of the verb “to be.” The subject in a passive sentence receives the verb’s action, but it can often sound a bit clunky. For example:
The writer bought an antique typewriter. (Active)
The antique typewriter was bought by the writer. (Passive)
Passive voice doesn’t need to be avoided entirely. But, focus on keeping your writing in active voice. This Grammarly article takes a closer look at how consciously choosing to write in active voice makes a big difference.
6. Keep Your Sentences and Paragraphs Short
Since many readers quickly skim your story to find the information they need, writing in short sentences improves the readability. To make your article more digestible, consider using subheads to break your story into smaller pieces. By calling out key sections, you allow the reader to easily focus on the areas they deem most pertinent.
7. Don’t Forget About Headlines and Images
Once you finish writing, it might be tempting to breathe a sigh of relief. But, you aren’t done yet! Even if you’ve learned how to write better blogs, lackluster headlines can detract readers from clicking to read more. Your headline should clearly communicate the content of your article and include your keywords. Pair your article with strong images to make it more visually appealing. Your main image will appear whenever someone shares your blog on social media, so choose your photos wisely.