The impact of a good blog: A blog about writing blogs!

Calling all analysts!  Let’s talk about the wonder of blogs and why you should write more of them.  

As a communications professional, I’ve discovered that blogs are a fantastic way to share your message. They make content personal and engaging, helping readers feel more connected to you and your organisation, profession or department. 

Being a communicator in a world of statisticians and analysts, I understand that lengthy papers and releases can be scary to read. That’s where blogs come in! They break down complex ideas into bite-sized chunks, making it easier for everyone to understand and engage with (even us non-experts). Plus, people can relate to blogs in a way they just can’t with dry data or research. 

But wait, there’s more! Blogs aren’t just about simplification. They’re also a platform to showcase your expertise and your in-depth knowledge. You can show your authority in a subject area and build trust with your audience. When readers see that you know your stuff, they’re more likely to come back for more. 

As comms pros, we adore blogs because they drive traffic to our websites. Engaging blog content attracts readers, leading to more visitors exploring other parts of our website. Plus, blogs help boost our search engine rankings, making it easier for users to find our in-depth work. 

Blogs also help to build a community of like-minded professionals and let’s not forget, blogs can be repurposed for social media and newsletters, furthering their reach and impact. 

So, don’t delay! Write a blog today!  

Use my big four tips for blog writing and harness the power of blogs to achieve your comms goals.  

Tip 1: Less is more 

Aim for 500 to 1,000 words, and you’re golden. Why? Because shorter blogs keep the world’s busy and impatient readers hooked. Shorter makes the information easy to digest. 

Fun fact: the majority readers don’t make it past the first paragraph of most online content! So, let’s make our content as inviting and reader friendly as possible, to encourage sticking around to the end and maybe even clicking on those lovely links to our more in-depth work that we leave like breadcrumbs. 

Beware, however, of going too short – under 500 words might leave readers feeling unfulfilled and thinking the blog lacks value. Stick to that sweet spot of 500 to 1,000 words, and you’ll be just fine! 

Tip 2: Catchy titles 

Choosing a catchy and effective name can make or break your blog’s success. The name should scream for attention and make readers want to click on it – yep, I’m talking about clickbait! It also needs to be super easy to understand. Personally, if I can’t figure out what your blog is about in the first five or six words, I’m out of there. 

Here are four questions to ask yourself: 

• Is the name short and memorable? 
• Is the language simple and free of jargon? 
• Does the first half of the name give the blog’s theme or purpose? 
• Is the name unique, fun, or intriguing? 

If you can say “yes” to all, you’ve got yourself a winner! And if you’re stuck naming your blog, you can brainstorm with colleagues, use AI tools for inspiration, or chat with your comms or publishing team.  

Tip 3: Plain language 

Using plain language is the key to connecting with your audience. Did you know that 80% of people, including experts, prefer plain language?  

Blogs are allowed to be fun and less formal than other types of writing. Write like you’re chatting directly to the reader, and like the reader is your friend. This will make your blog relatable and engaging. Your blog might contain work themes, but you don’t need to sound like a corporate zombie. 

Quick and easy language wins for your blogs: 

• Keep sentences short 
• Use simple words 
• Go for active verbs 
• Be culturally sensitive 
• Ditch the jargon 
• Be direct (I could have said “avoid ambiguity” but I’m being direct) 

If you’re struggling with plain English try tools like the Hemingway Editor or the Flesch-Kincaid reading level tool in Word to keep things concise and simple. 

For more in-depth guidance, check out the ONS style guide and GDS style guide. They served as sources for this blog, and I’m sure they’ll help you too. 

Tip 4: Structure for impact 

The structure of your blog is important for engaging your readers and conveying your message clearly. I’ve split blog structure into three sections: 

1. Why are we here? Start with a snappy intro that tells your readers why they should care. Just a line or two to reel them in from the start.  
2. The meat: Break your content into bite-sized chunks with clear subheadings. Each section should be short and to the point. Hit them with the most important information right at the start of each paragraph. 
3. Call to action: Finish with a bang! Instead of a boring summary, tell your readers exactly what you want them to do next. Click a link? Follow you on social media? Sign up for something? Make it clear and compelling. 

A few more structure tips:

• Frontload, frontload, frontload! Don’t make your readers dig for the good stuff. Put the key points right at the start of your blog, paragraphs, and sentences.
• Ditch questions as subheadings. Clear, bold statements are easier to spot and more likely to grab attention. Think “Important Part” instead of “Why is this part the most important?”
• Use hyperlinks and quotes to back up your points, boost your credibility and respect your sources.

In summary… 

Blogs are a versatile and powerful communication tool that can enhance engagement, build authority, and drive traffic to a website or a piece of work.  

Now that you know how to blog, head to our submitting content webpage and submit a blog for the Government Analysis Function website today.