Write Compelling Content for Your Blog
Blog implementation—Step 1 of 4
Compelling content will keep people coming back for more. A steady stream of interesting posts will help you develop a community of loyal followers who regularly read your blog, interact, and give you feedback.
Write relevant, engaging content
- Use plain language: write simply and concisely, in a conversational tone. See the government’s plain language guidelines.
- Organize content so it is scannable and easy to read with subheadings, bullets, lists, bolding, and key words
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Develop a connection by sharing how your work and personal life connect
- Tell (work-related) stories about what you do
- Show support for someone who’s doing interesting work that’s relevant to readers
- Discuss a principle you live by and how it relates to your work
- Follow your content strategy, especially when making major content decisions
- Use audio, video, photos, and images to add interest
- Link to supporting information
- Give people a “next step”: show readers where to find more information
Create engagement opportunities with readers
- Invite comments
- Ask questions
- Take a poll
- Host a competition or contest
Implement good search engine optimization
- Summarize your post in the first sentence
- Use common keywords favored by your audience
- Use descriptive links
- Link to related posts elsewhere in your blog
Remember who you’re writing for
Always remember that this blog represents an official communications channel of the U.S. government. The public expects us to provide accurate and trusted information, even in an informal blog setting—so always conduct yourself accordingly, and present information that is authoritative.
Once your content is in good shape, keep it that way by supporting your writers.
Review all steps at a glance on the How to Blog page.
Content Lead:
Justin Herman
Page Reviewed/Updated: May 16, 2012
