If you're a business blogger then you're also a writer and a publisher on the web. And that means you need to change some of your writing and formatting practice for people who are reading on the web.
There's a lot (lot, lot, lot) of information, research, tips and advice on this subject and it's definitely an area that's worth reading up on. But a good place to start is just to start thinking about ways that you can break up your posts - with much shorter paragraphs than you're used to, more frequent use of bullet points and lists, and using bold to highlight key points, and help readers who scan. (In case you're wondering, that's pretty much everyone - it's how we read online.)
Here's a quick illustration of the difference this can make:
Here are two versions of a paragraph from the last post in this series at Business Blog Angel. Which one do you find easier to read?
VERSION 1
But there are some significant drawbacks. Poorly constructed welcome posts make your reader scroll. If a welcome post is too long - if it goes 'below the fold' - your readers will need to scroll down to find the most recent posts, the current news. This in itself can be enough to lose you new readers - and make your blog look very unprofessional. They can stop your reader reading - welcome posts don't tend to be the most scintillating copy. Most readers want to explore good content first, then find out more about you and your blog - not the other way round. Welcome posts can stop your blog looking fresh and current: the first thing a new reader finds is old content. This undoes one of the main benefits of having a blog in the first place.
VERSION 2
But there are some significant drawbacks. Poorly constructed welcome posts:
- Make your reader scroll: If a welcome post is too long - if it goes 'below the fold' - your readers will need to scroll down to find the most recent posts, the current news. This in itself can be enough to lose you new readers - and make your blog look very unprofessional
- Stop your reader reading: Welcome posts don't tend to be the most scintillating copy. Most readers want to explore good content first, then find out more about you and your blog - not the other way round
- Stop your blog looking fresh and current: the first thing a new reader finds is old content. This undoes one of the main benefits of having a blog in the first place
Make bold and bullet points your friends and your readers will thank you for it!
BONUS TIPS
How To Write Bullet points: The main point is that you need make them 'like for like' and not mix up apples and pears. In the example here I've used the phrase 'poorly constructed welcome posts...' to lead into bullet points that all start with the same part of speech (in this case a verb). For more on how to write bullet points check out my post on Bullet Points: How Not To Write A 'How To' Guide
Don't Use Underline: We're used to using underline for emphasis or a heading. It doesn't work on the web - if a reader sees something underlined they're going to assume it's a link and wonder why it doesn't go anywhere when they click it. I know it appears in your dashboard, but ignore it, please!
This is part 2 of the mini-series Showing Off Your Content, part of the new Practical Tips for Business Bloggers programme at Business Blog Angel.
Episodes to date include:
Intro: Showing off Your Content
Part 1: Should I Have A Welcome Post On My Blog?
Part 2: Use Bold And Bullets To Break Up Your Posts
Part 3: Break Up Your Posts With Quotes
Part 4: One Simple Programme That Can Save You Blogging Time
Part 5: "Continue Reading" With Style
Part 6: How Do I Format Links?
Part 7: How A Footer Helps You Blog for Business
If you've got questions or comments you'd like us to cover here please leave us a message in the comment box and we'll see what we can do. Oh and don't forget to subscribe to the feed if you want to keep up with future episodes....
