There are several aspects to good quality writing and a well-developed blog post takes all of them into account. Reputation, charisma and appearance are important ingredients in the success of any company and they can take you a long way. However, for writing intensive websites, such as those which inform readers about a plethora of topics, the internal aspects need to be thoroughly developed as well. At the end of the day there just is no way to avoid presenting good quality written material that focuses directly on the subject at hand and conveys information in a skillful manner. Information-heavy sites do not have the luxury of not becoming, if they aren’t already, sources of expertise in a particular field or area or writing engaging blog posts.
Arguably the most important ingredient in good quality writing is relevance – the written material must focus on the main topic of interest and relate it in readily understandable and practical terms to the reader. The reader should be able to understand the relevance of the topic early on in the post. In relation to thematic blogs, such as those revolving around a particular field or industry, some of the work has already been done for the author. Nominally speaking, only people interested in printers and the related field will visit a website dedicated to selling and informing readers about printer-related topics. In such cases the author does not need to persuade the reader of the relevance of the post because the reader has actively sought out such an information source.
However, the material must convey to the reader relevant aspects relating to the topic. For example, a potential buyer might visit an online printer store with the intent of purchasing a printer. A well-written blog post might bring important facets of choosing a printer to the reader’s attention, such as how to clean and maintain a printer properly or how to acquire the appropriate printer ribbons or other parts. Even a knowledgeable reader must be given a level of practical direction when it comes to the given topic. The author’s assumption should be that no reader knows everything about the topic.
Grammar is to language as a storefront is to a store – the store might contain the best items on the market, but if the storefront is disorganized or messy nobody will take a step inside. Good grammar encourages the reader to continue reading and makes the written material pleasant to read and easy to understand, while good spelling helps the company's image. This is especially true in light of the information at hand not being communicated verbally; the reader relies on grammatical cues to parse the written material appropriately and does not have the luxury of hearing inflections in speech.
Although there is no inherent relationship between an online store’s product quality and its writing quality, there is no way for a potential buyer to avoid making the connection between the two. The fact is that writing quality reflects on the comprehensive image of the company as a whole. Well-written information about industry-relevant topics, or written material in general for that matter, convey to the reader/potential buyer that the company is run by people who know what they’re doing. In effect, written material itself becomes one of the company’s products, even if the company is not an information-heavy site or does not have a blog.
The logical arrangement of written material is the key to producing
good quality and easily decipherable blog posts. A written piece typically
starts by conveying general and introductory information to the reader and then
moves on into more complex, secondary and peripheral topics. The basic theme is
stated early on during the post and is then supplemented by additional
information, with each separate concept being relegated to its own paragraph or
paragraphs. The goal is to walk the reader through a virtual tour of the
concept at hand so that he can get a thorough, yet simple, if possible,
understanding of the topic and how it relates to him.
A good blog post as well seeks to make the process of collecting information as easy as possible. This often includes creating links for the reader that will direct him, or give him the option to, visit other pages on the site in relation to his needs. This involves considering his motives for visiting the site and then guiding him appropriately through the information in the site. It is also important not to inundate him with options, but rather to expand his search.
Recap of the main points discussed in this post:
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