Writing for a blog is similar to writing for the web in general. The key to successfully writing for a blog is to do it often. A good guide is at least twice a week but more often is highly desirable. If you cannot commit to updating a blog on a regular basis you should think twice about starting a blog. There are plenty of 'lost' blogs out there, set up with a burst of enthusiasm but now forgotten by their owners.
One way to improve the chances of a blog surviving is to create a group blog. That way varying content is produced by a number of people. Responsibility is spread between everyone.
Some blog-specific tips:
- Write often
- Don't go on and on, keep it short.
- Write headlines that grab attention.
- Link to other sites. A lot.
- If you get an idea for a post from another blog, acknowledge that blog.
- Don't plagiarise. Use blockquotes when relevant.
Some more general tips:
- Identify your audience(s) and write in a style that is suitable for that audience
- Keep text brief and meaningful, readers tend to scan text
- Delete unnecessary words, limit your use of adverbs and adjectives
- Use short sentences and paragraphs
- Avoid repeating text
- Ensure consistency in style if you have multiple authors
- Put the most important message first
- Use the shorter word where ever possible, eg, "now" not "currently"
- Avoid circumlocutions, eg, "at a later time" for "later"
- Wherever possible, use the active voice, eg, "Vet Science had a BBQ" instead of "The BBQ was held by Vet Science".
- Check your syntax, punctuation and spelling
- 'Chunk' your content so that the page is not one large block of text.
- Use bullet point or lists
- Use sub-headings to put content in context
- Use descriptive link labels, eg, "Postgraduate timetable" not "Click here for Postgraduate Timetable"
- Link to further information wherever possible but be careful not to over-link, ensure links are relevant