Blogs and blogging – A beginner’s guide

Blogs and blogging – A beginner’s guide

Blogs are a key component of marketing strategy.

Blogging falls under the content marketing niche of marketing and can be particularly effective in driving traffic to your website, raising your brands profile and positioning you as an expert of a certain area.

Take into consideration that generally your blogs will be targeted at a general audience, not an academic one. Be mindful of this when writing, especially on clinical topics or specific chronic conditions. You want your content to be reliable and relatable.

Building your blog

Structuring your blog correctly will make it easy and engaging to read.


This is the title of your article, something to grab attention. The headline is everything.

Ideally you will create the most compelling, intriguing and attention grabbing headline you possibly can.

For advice on writing headlines:

  • The Ultimate Guide To Writing Incredible Headlines
  • How to Write a Headline That Gets Badass Results


This summarises/introduces your article and key insights. It will be the preview sentence that will populate when the article is posted on Facebook etc. This needs to be short and sharp but enough information to draw a reader in.


Studies have shown if you get people to read your first 3-4 sentences, they’re more likely to read your entire article. Make it engaging and give people a reason to read!


The first sub-headline has one main goal… to entice people to read Headings break the content up into digestible chunks, keeping related content together. They also serve to pull the reader’s eye through the content as they search for the information they need. Headings also add whitespace, blank space that adds space and room for your content to breath and rest in. Think of headings as part of your article outline, a visible section title that helps the reader know where they are in the reading order of the article.


At the end of the article, give people practical, easy to implement advice, or things to ‘take-away from the article. This could be a list of top tips, summary of main points, or relevant statistics.

  • Lists are great ways of breaking complex topics into bullet points.
  • Lists are helpful for instructions.
  • Lists help us to keep track of the order of things.

If you are referencing a study, journal article, or any other content, use hyperlinks within your body text.