How To Successfully Find a Blogging Style For Your Brand

By Indeed Editorial Team

Updated October 26, 2022 | Published May 17, 2021

Updated October 26, 2022

Published May 17, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A great blogging style can engage your audience, increase website traffic and build your brand's reputation as a trusted industry thought-leader. Your blogging style should remain consistent in each piece, relate directly to your target audience and represent your brand's image. Finding the right blogging style for your brand means researching the type of style that matches your audience's preferences and interests.

In this article, we review what a blogging style is, why it's important and how to find your own blogging style.

What is a blogging style?

A company's blogging style is the tone, format and voice a brand aims to provide its audience in its blogs and other communication efforts. Creating a blogging style establishes how you want to communicate and relay valuable information to your audience. Some companies choose to establish their blogging style and detail it in a blogging style guide, which is a document containing rules and guidelines for writing blog content. This ensures your content remains consistent and recognizable to your audience.

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Why is finding your blogging style important?

Finding your blogging style is important because it helps you streamline the writing process by giving you a solid structure to follow. When you better understand your company's blogging style, you can consistently write blogs catered toward your target audience. This increases the chances that your audience finds your content valuable and relevant, which can bring in more website traffic, build brand awareness and improve sales leads.

Writing in a specific blogging style also helps you build a personal connection with your target audience. If your blogs speak in a relatable and familiar tone, your audience may rely on the company to regularly provide them with necessary industry information, guidance and tips. This helps establish your brand as a trusted industry thought leader.

How to find your blogging style

Locating the right blogging style for your brand can greatly depend on factors like who your audience is, the reputation you aim to establish and the goals you want your blog to accomplish. Follow these steps to effectively find your brand's blogging style:

1. Establish your content goals

Before determining your blogging style, consider establishing why you're writing. Work with your team to create a list of objectives you'd like your content to meet. Potential goals could include becoming a trusted industry source, increasing your search engine rankings or attracting more visitors to your website. Knowing why you're writing blogs allows you to create individual goals for your blogging style.

Once you have your big-picture content goals, you can create objectives to accomplish with each blog. List the topics you'd like to discuss and the main focus or purpose for writing them. For instance, if you're a nonprofit marketing agency, your blogging purpose can be to provide clear guidance on how to create captivating and emotional fundraising campaigns.

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2. Evaluate your target audience

Understanding why you're writing can help you decide the people you're catering your writing toward, also known as your target audience. Conduct extensive research on your target audience to learn the type of content they typically view, the topics they're interested in, common terminology they use and the tone they prefer. It can help to review your competitors' articles to learn their style and how well the audience reacts to it. This can help you determine which style elements can work for you and attract more readers to your content.

The style of your blog can depend on the industry of your target audience. This helps you determine the type of business terminology they're familiar with and the tone they prefer. For instance, a finance blog's audience may prefer a more professional tone and use complex industry terms, while a travel blog may cater to audiences looking for a more relaxed and personable style and tone.

3. Review your brand's image

If you've already established the brand's image, which is how you prefer your audience to view your company, consider matching it with your blogging style as well. This allows both your brand's image and content to align well and remain consistent with one another. Understanding the brand's image helps you know what type of content to create. For instance, if you're creating an image as a trusted source for fitness advice, you can uphold this with articles containing exercise and health tips.

Related: Understanding Brand Guidelines: Tips and Examples

4. Discover a unique angle

Since most of your blogs may typically consist of popular industry topics, other companies may already have blogs published about similar topics. Review your competitors' content and note the type of angle they already use. Try to find a unique way to write these topics that provide knowledge and value to the reader, while also standing out from competitors. You can add your own thoughts and perspective to the piece or offer guidance that other competitors aren't covering.

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5. Review grammar rules

Most blogging style guides specify the grammar rules they prefer their blogs to follow. There are some required rules needed for your blog to remain credible and readable. Most search engines are also more likely to rank articles higher if they contain proper spelling and grammar. Select the type of style manual you'd like your blogs to follow. Style manuals are resources used to illustrate the correct ways to format and record article content, like the Chicago Manual of Style or the AP Stylebook. From there, you can use these styles as grammar and spelling guides when writing content.

6. Select your formatting guidelines

Try to consistently use the same formatting guidelines for every blog post. Decide which header sizes to use to break up your content, how many words you allow in each paragraph and if you can, include images to accompany the text.

Consider how you prefer to link and cite your articles as well. Decide whether you allow links to outbound articles and which outbound websites are off-limits. For instance, some companies may link to any resource articles, except for competitors. Include these formatting guidelines in your blogging style guide to ensure they're followed each time you or other team members write an article.

7. Update your style according to audience feedback and interaction

After you've published a few articles, regularly review your website's analytics to determine the engagements and impressions each content piece receives. If you add a comment box to your blog, review the feedback you receive from readers. Apply any changes you feel could help improve the readability and engagement of your posts. Try to regularly review the blog posts' insights and make updates accordingly.

Please note that the companies mentioned in this article are not affiliated with Indeed.

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