As you have probably noticed, we create a lot of content.

Most of the time we write about something that previous clients have queried, and sometimes we write about trends or industry news – we try and vary the topic as much as possible.

However, there is ONE thing that we are always sure to keep the same…the format.

The format of a piece can really make or break the content. It has to flow easily so as to convey the message clearly and avoid the risk of losing the attention of the reader. We try and plan the structure of a blog before actually writing it, which helps us ensure the message is clear and well supported.

For this reason, we’ve come up with a template for writing blog posts (see below). This helps us in a number of ways;

  • It serves as a great starting point when creating content
  • It asks questions that can stimulate thought
  • It keeps the writer on the right track
  • It creates an element of continuity across all content pieces

When writing blogs, there are a couple of rules that we tend to follow, such as:

  1. Avoid paragraphs that are longer than 4 sentences. When a paragraph too long, you run the risk of losing the attention of the reader. Every word should earn its place.
  2. Try to avoid a single word occupying an entire line on its own. This is often called a ‘widow’ or an ‘orphan’. They serve as a visual interruption in the flow of the piece, often breaking the reader’s focus.
  3. ALWAYS have a Call to Action – often at the end of the piece. This encourages further interaction between you and the reader (who could potentially become a future client)
  4. Ensure questions are ANSWERED clearly and concisely. You do not want to leave the reader asking questions or dissatisfied with the lack of information.

With this in mind, we endeavour to always create the best content we can for our audience.

Consider creating your own list of blogging standards for all employees to think about before starting a new piece. This list could include how the brand chooses to spell certain words, represent abbreviations and acronyms, format bullet points etc.


Having a blogging template to follow or simply just a list of standards can be incredibly useful when maintaining consistency. You can either create your own or use the one that we have available to download, to help you get started.