“Do I have to write my blog posts in a formal or an informal style?” This is one of the questions I get asked a lot. Business owners who are thinking about starting a blog want to make sure they find the right tone. This is understandable. So here are some easy pointers to find the right blogging style.
The best way to write a blog for your business is to stick to the same tone of voice you use with your clients at any other time, such as email communications or newsletters.
If you generally use a chatty, friendly tone of voice then this is the style you should also use as your blogging style. If your clients generally expect (and are used to) a more formal, corporate style then stick to that.
Blogging is an extension of your branding. This means that you should be consistent in all your communication. And blogging is a part of that communication.
Important Blogging Style Rules
There are, however, a few other rules that you need to look out for. Your style of writing also needs to take SEO (Search Engine Optimisation) into account. Over the last couple of years SEO has changed a lot. It used to be all about getting keywords into your content and creating lots of inbound links. Inbound links are links to from around the web to your website. This is still relevant to a certain degree but has been overtaken by the user experience that your reader has on your site.
Make sure your content is easy to read. Don’t use jargon, and if you have to, make sure you explain what it means.
Use short sentences and short paragraphs to make reading easy. Many people only scan when reading online so make sure you break up your text. Don’t present your readers with big long paragraphs and convoluted sentences.
Use sub headings as well as bulleted or numbered lists if appropriate.
Also use easy to read fonts (type face). For online reading this should be sans serif fonts (the ones without squiggly bits). Examples are Ariel, Verdana or Roboto. Just as a side note, Roboto is used by Google on its Android platform, so it is definitely a font that Google would be very happy to find on your site.
Use bold to highlight important parts of your text; avoid italics which makes text harder to read.
If you prefer longer form articles (1000 words or more) make sure you also include relevant images to break up the text. This could be examples of what you’re talking about or infographics to display information in a graphic format.
Over to you
If you want to learn more about blogging, why not get in touch? I provide affordable 1-2-1 blogging training for small business owners as well as group training for larger companies. Simply email me at firstname.lastname@example.org to find out more.