The need for content will remain unabated, as people will continue to seek information, data, news, views and insights.
Subject matter experts will make domain knowledge more accessible than ever.
As you strive to share knowledge and insights, keep these classic rules of writing handy.
The subject can be complex. But your writing shouldn’t be.
Whatever the topic may be, the most important reason why you are writing is to be understood.
Avoid unnecessary jargon and metaphors. Check if you can replace complicated words with simpler ones. For example, in this blog, we wrote, “it’s best to adopt neutral words and phrases” instead of “it’s best to adopt culture-agnostic words and phrases”.
Don’t be vague.
Ask what the reader wants to know and how best you can convey it.
Respect cultural and geographical sensitivities
Remember J K Rowling’s first book? The title “Harry Potter and the Philosopher’s Stone” was replaced with “Harry Potter and the Sorcerer’s Stone” for the US market. It was done because the publishers felt that American children would be less comfortable with “philosopher”.
Check if words used in your blog resonate with a particular audience, geography or culture. When writing for a global audience, it’s best to use neutral words and phrases.
However, if you are writing for a specific country and if it is important that they relate to your writing, then make sure that your vocabulary and spellings reflect that.
And don’t forget, it’s equally or more important to research what’s not okay or taboo for certain cultures or geographies.
The three golden rules
One: Keep sentences short
This has been said before and we’ll say it again. Irrespective of the length of the blog, sentences should be concise.
A long read requires sharp writing. Findings from the 3rd Annual Survey of 1000+ Bloggers from Orbit Media Studios show that the length of a blog has increased over the years. Readers prefer 800 to 1,200 words articles that can showcase substance and depth.
If blogs are going to be long, it is imperative that sentences should be short. Short sentences make it easier to assimilate information and insights.
Two: Avoid long paragraphs
Paragraphs are built to focus on a particular thought, theme, idea or argument. Ideally, a paragraph should not have more than four sentences.
However, more blog writers are resorting to single-sentence paragraphs.
Orthodox writers will argue that a sentence cannot be a paragraph. That would be an oxymoron!
However, one could look at it as a technique where a paragraph is being deliberately deconstructed into single sentences to achieve a distinct style of writing and to hold the reader’s attention.
It could also be driven by the fact that mobile reading has increased. Writers want to avoid paragraphs that look exceptionally long on the average mobile screen.
Three: Write in active voice, but don’t junk passive voice altogether
As a rule, write in active voice. It allows for succinct and clear sentences.
Passive voice has its uses too. It works well if you are looking to heighten emphasis for the subject receiving the action. Also, when you are unable to or don’t need to mention the doer, then passive voice comes in handy.
Provide links generously to attribute source of data, quotes, information or insights. Readers will be grateful for pointers to additional reading. It also adds immensely to the credibility of your piece.
Follow best practices in proofreading
If you treat proofreading as a routine, last minute exercise, your writing will run the risk of errors and show your blog in poor light.
There is a method and discipline to proofreading and it pays to follow it rigorously. Read about best practices in proofreading here.
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