Blog copywriting is a delicate balancing act which requires you to discard what your English teacher taught, and learn to write in a way that will engage your audience…all whilst still maintaining good standards of English.
This can sound like a daunting task, which is why we tell you how you can write good blog copy that will have your audience sticking around! And while we’re at it, we also have some tips on some blog writing no-nos that you should NEVER do.
Write for your audience, NOT for your English teacher
The aim of writing blog copy is to communicate your story, idea, recipe etc. to your audience. What you aren’t trying to do is write an essay for your teacher.
So ditch the overly formal language and complicated sentences. Instead ask yourself, ‘is every word of my copy communicating the story I want to tell?’ If the answer is no, and you find that you are using a lot of unnecessary or complicated words, then cut them out.
Remember, you aren’t trying to impress the audience with your impressive vocabulary, you are trying to communicate your viewpoint to the readers.
This brings on me on to my next point…
Make your blog copy skimmable
Think about it, you aren’t writing for people who are sitting down and analysing every word like how you would analyse a Charles Dickens novel. Instead, you’re writing on the internet, where people just want to be easily entertained.
That’s why you have to make sure your copy has to be simple, concise easy to skim.
Infact, studies suggest we only read roughly 20% of what’s on the page, so you need to make sure that the reader can understand the main points of your blog post just by skimming that 20%. This means every word counts!
Organise the structure of your blog post by including section headers
Blog copy can take many forms: there’s narrative (telling a story), lists, long-form copy, etc.
Whatever form your blog post is, make sure that your audience knows what each section of your post is about in titles and headers.
Doing this will not only help your SEO (and increase your audience reach) but it will also help your readers easily understand your post. Think about it, a massive blob of copy with no paragraph breaks or headers is difficult to read! Instead, make sure your text is neatly separated and signposted with clear headings.
Additionally, remember the point about most readers skimming through most of the copy on a page? Using headers will help them zone in on the part of your blog post that they actually want to read as well. Tips like this will keep your readers coming back to the page.
Don’t be afraid to write informally
At school, we all grew up being taught that rigid, formal writing is the only way to write. Well, don’t be afraid to use informal, or even grammatically incorrect language…but only if it’s something we naturally do when speaking out loud.
Why? Because mimicking people’s natural language patterns, even if they aren’t technically grammatically correct, means your writing will be easier to understand.
A word of warning however: use this sparingly and only when it’s something we would do naturally. If you’re just using slang and text-speak for no reason, it’ll end up sounding forced and it’ll be jarring to read.
We know that writing for a blog can be a tricky thing to get just right, but they key thing is to keep your audience in mind and think like a reader. With continuous practice while keeping these tips in mind, you’ll eventually be a blog-writing master!