Stop Being Boring! Brand Blog Writing Tips

By Noa Eshed
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Introduction

When writing a blog post, the biggest mistake people make is to write in a formal style. A good blog is friendly and easy to read. It's almost be the opposite of an academic paper.  Imagine you're having a conversation or writing to a friend, and apply the same style to your writing. This post will walk you through brand blog writing tips that'll make your content enjoyable and get people to read and relate to your brand.  

1. Always use contractions

School teachers, cover your eyes for this next sentence..
 
Whether speaking or writing - use contractions! 
 
Case in point, check out two versions of one sentence, with and without contractions:
 
1. With contractions:
Don’t forget your goal is to get your buyer personas to read your content. It’s important your blog visitors will receive content that’s compelling. Otherwise, you’re wasting time driving traffic that won't ever convert.
 
2. Without contractions:
Do not forget your goal is to get your buyer personas to read your content. It is important your blog visitors will receive content that is compelling. Otherwise, you are wasting time, generating traffic that will not ever convert.
 
Which of the above was easier to read? 

2. Write in a simple language

KISS - Keep it simple stupid.
 
Big words don't make you sound smarter or knowledgeable. They make you sound boring and unconfident. Write your blog as if you are writing it to a third grader.
 
Here's an example of a sentence with and without simple language.
 
Without:
 
Going back to time immemorial, marketing teams have relied upon reports to measure the success or failure of their campaigns, at first using manual data entry and storage and later on, as technology evolved, progressing to online machinery. 
 
Still here? let's check out the simple language version:
 
Marketers have always relied on reports to measure the success or failure of their campaigns. Initially using manual data entry and storage, and later progressing to computers. 
 
Same message, less effort to understand. 

3. Be clear and concise

Scan your text and remove any extra words, irrelevant ideas and obvious details that don't contribute to the flow of the text

It's a good idea to include analogies, metaphors and basically anything that can help simplify concepts.

4. Use short sentences and paragraphs

Your text should be as clean and easy on your readers eyes. Make sure to create white spaces around your writing. White spaces provide readers a rest and create a sense of rhythm.

5. Cut all fluffy words from your writing

no more: very, really, actually, just, incredibly, in order to etc,  - they don't add anything to your sentences.   

6 . Always spell out acronyms 

Don't assume your readers are familiar with all the acronyms you use. That's true even when writing for professionals. Whenever writing an acronym, make sure to spell it out on its first mention. Also, don't go overboard with acronyms, you're not writing a user manual. 

7. Spell check!

If this needs an explanation, you're in the wrong line of work dude. 

Conclusion

Keep your blog simple, flowing ,fun to read, and easy to understand. People are busy, make them stop and then make them stay. If you're a content rockstar, take it a step further and make them want to come back for more.

If you found this useful, you might also find our ultimate blog content editing checklist. Click below to get your free copy.

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About Noa Eshed

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Noa is the co-author of the Amazon no.1 Bestseller "The Smart Marketer's Guide to Google AdWords" and co-host of the podcast "Real Life Superpowers". She's a content lover, certified journalist & lawyer (Hebrew U). She practices martial arts & yoga. She's been consulting and helping businesses create a significant presence online since 2010.

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