Bloggers often don’t consider the strength of their writing when they evaluate the quality of their blog. Most attention goes to other aspects of a blog: photo placement and quality, SEO, frequency of updates, quality of links, etc. They may not realize it, but bloggers looking to improve their site should really take a look at their own writing more than anything else.
Clever and Short
Having drawn your attention to the importance of writing well, I should specify that writing well doesn’t mean writing a lot. In fact, the best writing on the web showcases a perfect blend of brevity and wit to convey a wealth of meaning. From the silly but potent writing found in popular web memes to the copy featured on world class web ads, the key to strong writing lies in a writer’s ability to communicate a huge idea in a few words. This may seem like a tall order, particularly if you’re hesitant to write in the first place, but don’t be intimidated. No one is asking that you try to get nominated for a literary award; I’m only asking that you put some thought into every piece of writing on your blog from here on out.
Take the example of a picture blog. Let’s say that the bulk of the writing in your blog comes from the titles for each post. Instead of assigning a number to each post, or titling each post after the date on which it was posted, try giving the post a unique name related to the content of the picture. Try injecting some cleverness to your title. Say you post a picture of a gorgeous beach landscape; instead of titling it “Post 131” call it “Just add yourself” or “Future housing plans?” to communicate the obvious connotation of the image: that you want to be there.
The point is to give an unexpected edge to your writing. Punchy writing is all about subverting expectations. Take a look at your content and think about how you can write about it with a wink.
Write to the readers
While you want to write smart content, you want to keep your audience in mind when you draft a post. Clearly you want to avoid overly clever humor if your blog caters to a more somber or reserved audience/subject matter. Tap into the group temperament of your blog’s followers and ask yourself what kind of writing they would react best to. Use your best judgment as you know your audience better than anyone else.
If you’re unsure as how to approach an aggressive writing campaign on your site, visit the sites of bloggers who feature similar content. Get a feel for how they write to their readers, and see if you could put your own touch on that dynamic with your readers.
Above all, don’t be afraid to experiment with your blogging ideas when it comes to writing. Take advantage of your blog as a safe space to practice your writing, without fear of ridicule or harsh opinion. Successful bloggers often become popular by taking chances and acting in ways that defy the norm of their blog’s genre. While I said before to write to your audience, I don’t advise exactly bending over backwards for their sake. If you think a piece of writing could offer a compelling perspective to your blog’s subject matter, by all means write the content.
The overarching mantra of better writing could be summed up in one word: think. Put the same amount of meticulous thought in your writing that you do in the design, presentation, and marketing of your blog. Your readers initially find and connect to your blog through the writing featured on the site, whether it’s the name of your blog or the meat of a lengthy featured post. Do yourself a favor: take a chance and think about a new way to spin the writing on your blog—you won’t be sorry you did.