No matter what you’re writing about – there are a few simple rules that can ensure your content is optimised, professional and concise:
Know Who You’re Writing For
Before you start, you need to establish who it is you are writing for – who are your target audience? What is their age range, gender and motivational status? For example, if you’re writing for young professionals just entering the workforce, using overly technical language or unexplained jargon could alienate your readers – you want your readers to connect with what you’re saying; if you make your audience feel that you’re looking down on them, they won’t come back to read more.
If your reader can’t connect, then it doesn’t matter how well written or researched it is – it fails as a source of information.
Use Appropriate Language
Related to knowing who your audience is - you need to ensure that you speak to them in language that is appropriate; finding that balance between simple enough to clearly understand, but not so basic that you come across as condescending.
Using slang or ‘popular’ phrases may make you feel that you’re ‘on trend’ and appealing to your audience – but remember, trends and fads come and go, by including this style of language, or pop culture references – you are effectively dating your work; this may not be an issue if you’re writing about a niche subject – for example, ‘2017 Summer Styles’ – but if you’re aiming for longevity with your blog – for example ‘How to Approach Social Media Marketing’, then you want to be careful with how you write.
Keep a consistent style
Are you directly addressing your audience – or are you writing in generalisations about a subject as a whole? Speaking directly to your reader can make your work feel more inclusive and approachable, but it’s not always the appropriate method. Different approaches can be combined – for example, including quotes or industry statistics – or writing about the subject then including a directly addressed closing paragraph to describe your own position, but care should be taken not to change tenses for no reason as this can be extremely jarring.
Pick your facts carefully
The inclusion of factual data can give your blog a level of authority and indicate to your reader that you have done your research. However, these need to be carefully reviewed for veracity – if your reader can’t trust the information you are providing, they won’t believe what you’re saying.
Care needs to be taken to establish the ‘when’ – if you’re writing a piece for example on 2017 Market Influences, including facts from 2013 without stating that they’re for historical comparison, can invalidate what you’re saying and again, cause the reader to doubt the accuracy of your blog.
Once you’ve established who your reader is, decided on your style and tone, then picked the facts you want to use – you have a solid foundation for creating an interesting and informative blog, aimed and styled specifically for your target audience.