Express and not impress

Guidelines for Blog Writing:
In communication you have to be clear, transparent and confident about what you want to say. Communications people are intermediaries trying to clarify on a message to make it visible and understandable to broader audiences.  Only communicate what you understand and try not to add to the complexity of the subject, rather FACILITATE.
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These are some components to keep in mind when writing a blog story:

  1. Title: Make your title ‘sexy’ or ‘catchy’. This is the one of the most important bits of the blog, cause it captures attention of reader right up front.  Use your title to arouse curiosity of readers.
  2. Subtitles. Remember that reading online is different from reading a paper or a book. Subtitles help readers skim the text and spice up your story. It also used to break down text and gives a flavor of what the section is about.
  3. Story. Look for evidence. It is very important to communicate what has been said. Be an active listener and create hooks and links to the subject
    1. Introduction– ‘why’. Why is this issue important? Think about your conclusion, draft it and use it as the introduction to your story, this way you are clear about what you want to say upfront.  Main points go right at the top.
    2. Arguments– ‘What’. What has been said/read and What are the key arguments and messages. Supporting information backing up your point. Build up a pitch to the story where each paragraph should lead to the other.
    3. Conclusion – How’. How can this issue be solved? Any suggestions/ recommendations, way forwards, jump off questions, issues to research…and of course a closing.
  4. Hyperlink. Make the text interactive by linking up words to sources to find more information. So maybe a definition, hooks to the topic, counter-arguments, a link to a research paper where evidence has been found, etc. The more links in your story the higher the ranks on Google. Google likes links!
  5. Have a voice. Use quotes and link to people, but make sure to use the exact wording and reference back to them. You need evidence to support.
  6. Be simple and Avoid jargon. Remember your audience is not especially exerts in the subject, so avoid jargon and scientific terminologies, unless you explain in understandable English what it means.
  7. Length. 500-600 words are enough. You can go over 600, but be sure you are consistent.
  8. Multimedia. A picture can say a thousand words. Use an indicative royalty free picture to make your text stand out. ( try creative commons). Sometimes videos blips are used.
  9. Keywords. Make sure to include search key words in your blog story.  Categories, tags, key words in the Internet are very important for visibility online. Everything is searchable, make yours rank high on a search engines.

Enjoy Free writing


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