How to write a blog
blog sub title
Blogs
Blogging makes it easier to talk about our work, share information and connect with people who have a common concern.
It can help you raise awareness of new and existing services, highlight successes and things we’re learning, and start conversations with your users.
When to use blogs
Use blogs for:
- describing any work you’re doing or thinking about
- outlining new practice or theory in a particular area
- sharing ideas and what you’re learning
- inviting opinions on plans or developments
Style and tone of voice
All content on our website should follow our writing for the web guidelines and style guide.
Blogging offers a personal way of engaging with people. They are written by named authors who put a face to what might otherwise be perceived as a faceless organisation. It’s this personal channel that, for users, adds credibility and a sense of openness.
This means you should write as you speak. Write as an individual, not as an impersonal organisation or team.
You should still follow the style guide but this does not mean you cannot be warm, candid or personal. You should be all of these things.
Blogs can - and should - spark conversations. This means being accountable for the things you write and working with the communications team to respond to any comments.
This will help improve our users’ experience with us and help us learn more about them.
After you write a blog, read it out loud to check it’s written the way you speak. Once you’re happy, always have someone else review it.
Structure
Your blog should have a title that tells readers what the post is about and entices them to read it.
Break up text with paragraphs, headings, images and bullet points to make the blog easier to read on a screen. Paragraphs no more than about 5 lines long are easiest to read.
Every blog should have at least one image. Images should:
- have alternative text that describes the image for people who cannot see it or use a screen reader
- have a title if they are a screenshot or convey information
- be attributed properly to avoid copyright infringement
If you use links, make sure they are embedded in the text. Avoid link text that says ‘Click here’ and phrase the link text in a way users will know what website they will be taken to if they click on the link.
Call to action
At the end of your blog post, think about your call to action. This could, for example, ask your audience to:
- attend an event
- follow a social media account
- leave a comment and join in a conversation
- read related posts (which you can add using the ‘related posts’ box)
Submit your blog
Send your completed form and pictures to the communications team.
Template
Author:
Blog title:
Blog content:
Closing summary or call to action:
Description of photos provided and details of anyone we need to credit: