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Editorial Guidelines for Blogging: Content That Captivates

Editorial Guidelines for Blogging: Content That Captivates

Words are important. However, they must be the right ones.

In a world where so many people create content for the web every single day, most blogs barely get noticed. They’re usually forgettable, unremarkable and just plain lost in the noise.

But then there are others — some posts cut through like a hot knife through butter. They hit you in the gut and leave an impression that sticks with readers long after they’ve moved on to something else.

What separates those from these? It’s not luck. It’s not even just talent alone.

It’s having clear editorial guidelines –– a compass that always points true north in the chaotic realm of online content creation.

These rules aren’t meant to stifle your creativity (or mine). Instead, think of them as guardrails designed to ensure you never write another piece that doesn’t matter again — one that merely adds more noise to our already noisy world.

Are you ready to learn how to write copy that doesn’t just inform but transforms? Let’s go!

The Foundation: Understanding Your Audience

Identify Target Audience Users

Before we get down to the nitty-gritty of writing a blog, let’s discuss one crucial thing that is key to successful blogging: knowing your audience. If you have no idea who you are writing for, it becomes impossible to connect with them.

Who Are You Talking To?

Think about an ideal reader: what are their hobbies and interests? What challenges do they face in life? What do they think about before sleep takes over their eyes at night? 

Creating a persona for the people your content is targeted at most will make it easier for you to create articles or posts that directly address those particular needs or wants.

Finding Your Voice

Once you identify who you are talking to through your writing (Audience), now is when you should work on developing your blogging style. 

Is it that of being authoritative like some knowledgeable teacher, perhaps playful while challenging assumptions made by others, or maybe supportive as though a close buddy who understands everything about them? 

Consider what suits both personalities- yours and those expected from readers.

Crafting Compelling Headlines

I suppose you’ve heard the words of wisdom, “Don’t judge a book by its cover.” However, in blogs, people judge posts by their headlines. 

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A reader’s attention is grabbed only the first time (and sometimes at the only time) they see your headline. What can you do to make it count?

The Power of Numbers

People are fascinated with lists. 

Something about seeing “7 Foolproof Ways to Boost Your Productivity” or “10 Must-Try Recipes for Lazy Sundays” in a headline makes them click every time. 

Numbers tell readers what to expect and help make your content easy to scan.

Emotion-Driven Headlines

Get emotional with your readers. Curiosity, surprise — and even fear — all work wonders in headlines. For example, “The Shocking Truth About Artificial Sweeteners” will do better than “Information About Artificial Sweeteners.”

Keep It Snappy

Brevity is your friend in a world where attention spans are shrinking faster than ever. Shoot for 6-13 word headlines; any longer and risk losing readers before they even start reading.

Structuring Your Blog Post

Perfect Blog Post Content Website Redesigning

Now that you’ve written a headline capable of capturing their attention, it’s time to create the rest of your post in a coherent format. Think of your blog post as a story. All stories need a beginning, middle and end.

The Introduction – Make Them Beg for More

Treat your intro like a first date. You want to impress and be remembered; captivate them with:

  • Asking an interesting question
  • Sharing shocking statistics
  • Relating to personal anecdotes

Ensure that whatever you do tells the reader what they can expect from this post.

The Middle – Deliver on Your Promises

This is where you provide meaty content backing up everything those headings and intros promised. Break up text with subheadings or bullets if necessary so people can easily digest information (white space is good). Keep paragraphs short, too!

The Conclusion – End on a High Note

Don’t simply fizzle out at the end of your writing! Wrap things up nice and neat by:

  • Restating essential points made throughout the body copy
  • Encouraging readership growth/interaction through calls-to-action (CTAs)
  • Prompting comments from others by asking questions

The Art of Engaging Writing

Now, let us discuss the writing itself. How do you keep your readers engaged so they want to read every word?


Tell a story whenever possible because humans are hardwired for narratives. Share personal experiences, case studies or hypothetical situations that can help bring your point across.

Use Analogies and Metaphors

Comparing complex ideas to things people are familiar with makes them much easier to understand; thus, utilise such illustrations often. 

For example, instead of explaining why it’s essential that diversified investment portfolios don’t put all eggs in one basket, it could be used as an analogy.

The Power of “You”

Instead of being general or impersonal, talk directly to the person reading what you wrote. An example would be changing “One should always proofread their work” to “You should always proofread your work”. 

It gives writing a sense that someone is speaking personally with each individual who reads it and helps make writing more exciting and engaging.

SEO: Making Your Content Findable

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Even the best blog in the world can be futile if no one reads it. This is where Search Engine Optimisation comes into play.

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Keyword Research

Identify what words and phrases your target audience is looking up. Google Keyword Planner or Ubersuggest can help find keywords that drive traffic.

Clever Keyword Placement

Now that you know what keywords to use, put them in:

  • The title
  • Opening paragraph
  • Subheadings
  • Throughout the text, naturally

But beware! Stuffing too many keywords into an article is bad for business – literally – because it hurts rankings on search engines like Google.

Meta Descriptions Count, Too!

Meta descriptions are those short blurbs under links in search results pages (SERPs). They should describe what’s on the other side of the link while using words that people might type into a search engine.

The Visual Element: Breaking Up Text

The blog format is much preferred over a bunch of words. The brain goes in shock at the sight of too many letters. Add pictures or anything visual to make things easier on the eyes.

Imagery and Infographics

A good picture can replace many words, so don’t hesitate to put up charts or images that help explain things further. They also keep posts interesting and engaging.

Pull Quotes

When you encounter a phrase that sticks with you, highlight it as a pull quote. It gives people something to latch onto when reading and, interestingly, takes up space.

Bullet Points and Numbered Lists

Lists are fantastic because:

  • They’re easy to scan
  • They break up walls of text
  • You can highlight important points
  • They’re great for SEO

Editing: The Secret Sauce

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You have given everything you’ve got to your blog post. But it isn’t done yet. Editing is the stage where good writing becomes great.

First pass: content edit

Now, look at the big picture. Does your post make sense? Is there a gap in your argument somewhere? Did you include all the necessary information?

Second pass: line edit

Zoom in and look at your writing on a sentence level. Are these sentences clear and concise? Have you varied the sentence structure to keep it interesting?

Final pass: proofreading

Last but not least, catch those typos and grammatical errors. Read the post out loud – it’s an excellent method for catching missing words or awkward phrasing.

Consistency is Key

Blogging is not a one-and-done deal. You need to consistently produce content of high quality and quantity to gain loyal readers.

Set a Posting Schedule

Whether it’s once every week or three times every month, choose how often you want to post and don’t waver. Your audience should know when they can expect new material from you.

Develop an Editorial Calendar

Map out your plan with an editorial calendar. It will help you think through various topics in advance and prevent scrambling for ideas at the last minute.

Encouraging Engagement

A blog is not only a broadcast medium but also a conversation. Here are some ways to encourage your readers to engage with your content and each other.

Ask questions

Try to end your posts with a question or prompt that can encourage comments. Asking such questions will help you know what the readers think about that post. For example, you could ask: “What's your experience with this topic? Share in the comments below!”

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Respond to comments

When readers take time out of their day just to comment on something they have read from you, respond! Responding shows them that their opinion matters and that they were heard—thus making them feel valued as part of this community built around our blog.

Promoting Your Content

Common Social Media Metrics

If a blog post is written, but no one reads it, does it matter? Make sure people can see what you’ve done – share your content!

Sharing on Social Media

Share the posts across all social media platforms. However, don’t just leave a link and walk away – write different messages for each platform.

Marketing with Email

Tell subscribers about new posts via email. You could also make weekly or monthly summaries featuring the best ones.

Measuring Success

How can you tell if your blogging is getting anywhere? – Keep tabs on key metrics!


Monitor visitor numbers with tools like Google Analytics and see which articles attract the most attention.


Check how long readers spend on each page, how many leave immediately (bounce rate), and the number of comments left.


If your blog forms part of a broader marketing campaign, track what percentage of people complete goals (such as signing up for a newsletter or purchasing a product) after reading posts.

Staying Inspired

Bloggers who are the most passionate may still find writing difficult sometimes. Here are some ways on how to keep the creative juices flowing:

Broaden Your Reading

The best writers love reading. Aside from books and magazines, allot some time for reading blogs within your niche or anything piques your interest.

Maintain an Idea File

When ideas for blog posts come to you, write them down immediately. You never know which random thought may become your next big piece.

Take a Break

There are instances wherein stepping away from writing is good for it. Take a stroll, try out a new hobby or chat with friends–fresh ideas come from fresh experiences.

In Conclusion

Blogging is an art and science. Obeying these editorial guidelines will help you create content that ranks high on search engines and touches your readers’ hearts.

Remember that you should always write with passion, edit with precision, and never lose sight of what your readers want — this is the key to successful blogging. Now, let’s get cracking! Don’t waste any more time sitting around; start using these tips in real life and see how much more engaging your blog posts become!


What is the best length for my blog articles?

It depends. Nevertheless, make them at least 2,000 words long as a general rule of thumb. Longer posts tend to perform better in search results (5,000+ words), but always keep quality over quantity in mind.

How often should I be posting new articles on my blog?

Consistency is key here. Stick to a regular schedule – whether once a week or once a month – whatever you can manage!

Any advice for thinking up new ideas for blog posts?

Listen to your audience; watch out for industry trends, and don’t be afraid to put your spin on popular topics.

Can I update old blog posts?

Definitely! Updating old posts with fresh information can help their SEO performance and give more value to readers.

Should I use AI tools to help with blogging?

While AI tools are excellent for research or editing purposes, the main content should always come from your unique human perspective.

What can I do so that more people share my blog posts on social media?

Use eye-catching images, create shareable quotes and make sure your content delivers real value that people will want to share around.

What's the best way to overcome writer's block?

Freewriting: change your environment or start with an outline – sometimes, just writing anything can help push through the block!

I want my blog to have a niche. How important is this?

Having a focused niche will help build authority and attract loyal audiences. However, occasionally stepping outside of it if it serves readers is also acceptable!

Should I guest post on other blogs?

Yes definitely! Guest posting allows exposure to different audiences while gaining backlinks; however, the credibility of the blogs you’re guesting on should match the relevance of your niche.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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