1. Remove acronyms and insider jargon
Never assume that your audience – no matter how niche – knows what your acronyms stand for and what your insider terminology means. Every piece of blog writing should be accessible and if your reader can’t figure out the meaning of parts of it, you’ve lost them already. Consider running your blog past a friend or family member outside of the industry to make sure they can understand it.
2. Cut the ‘me, me, me’
Write for the reader – your blog should solve a problem, answer a question or give an opinion. Your blog is no place to go on about what your organisation does best, its successes and what services it offers in too much detail. This is the territory of advertorial articles and case studies. Keep your call-to-action to a one liner at the end. Remember: it’s about them, not you.
3. Simplify sentences
Long-winded explanations with scholarly-journal-article-worthy words are for academics and corporate reports. Put what you have to say as simply as possible and then move on. This keeps things punchy, gets your point across and makes things easy for your reader. Also remember that readers won’t sit through pages and pages of content – keep it short and to the point.
4. Add subheadings
We’re all time poor and if your blog content isn’t broken up into bite-size snacks, chances are you’re missing out on a big chunk of your potential audience – the skim readers. Use subheads to get across your key points and then explain further in paragraphs for those who want more detail. Images and infographics are also a great way to break up text and keep things interesting.
Need a hand improving your blog content? Ask our team to cast their eye over your next piece.