Nicola Brunton – Partner – Officiumns

Blogs – What, why & how … 

WELCOME! to our first ever, inaugural, maiden, primary, initial blog … I think you get the idea, right.

We thought it apt to write about, The What, Why and How of a blog, simple right? If I’m being completely honest, I couldn’t think of anything more petrifying – to be on show, up for scrutiny to the world, WHY OH WHY would you do it ?!?!   One of the reasons we started our business, was that we are very passionate to educate or train business owners as well as offer assistance. 

So down the rabbit hole we go… 

Anyone (case in point, me) can write a blog, but firstly it is good to understand what a blog is and a little of its history. Put simply and as listed on Google a blog is; 

noun: blog; plural noun: blogs

  1. a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.


How the word blog came into existence is quite a complex journey,  but without boring you all to tears, blog was coined, in 1997 from Web Log via Browser = BLOG was born. In its infancy blog was also known as an online diary or the fancy “escribitionists”, wowee … I’m glad the word blog was created! A detailed History of Blogging at Hubspot Blog

Fast-forward to 2019 and while the blog is still going strong it has changed.  From a business standpoint a regular blog now has the ability for business lead growth by up to 126% (Source: HubSpot).  Regular blogs also get get classed as ‘new’ content for Google and will keep your website current in SEO! 

As a rule use the following format when writing your blog (and in bold where appropriate): 

  • Featured image
  • Blog Title
  • Blog Author (And image if there’s room)
  • Blog Excerpt
  • Post Date
  • Category
  • Social Share Links
  • Read More Button

Blogs are traditionally text only, but a current trend is adding in a hero image at the top of the blog to indicate a ‘starting point’. 

Font size? Really?

Actually, this is quite important. We read so much online now, on our smart phones, tablets, laptops and so on so struggling to read a blog or post is not something you should be worrying about – the recommended font is between 17px – 21px.  Any guesses what font size you are reading?? Leave a comment below.

How Long?

This topic is a blog all on its own! However, it continues to evolve, but due to volume increases Google now prefers longer blogs from the SEO perspective. Anything less than 250 words will struggle in breaking through.  Some interesting statistics state that between 1,140 to 1285 words is great, but longer blogs generate a whopping, nine times more leads!! [Source: Business2community]

Social Links

It’s really important to give your readers the chance to share or like your information.  One of the most common things we see on blogs is the inability to share (with ease, I might add!!). 


Finally, content.  Blogging can be a little fickle in the beginning, but don’t lose faith and write one or two and then think “Nah, no results, waste of time!!” I urge you to, stick with it.  Have a journal to note ideas for blogs (as believe me, the minute you sit down and try and write something … your mind will be an empty, barren, void of ideas abyss) and as business owners, we certainly don’t need that pressure.  Keep your ideas and content relevant to your business or venture, but throw into the mix fun stories too. 

… That’s a wrap … 

I really hope you have made it this far and possibly learnt something new or interesting.  By no means, do I consider myself a writer, expert in topics or a wordsmith and some of you will no doubt spot grammatical errors and spelling mistakes (I do try to spot them before posting lol …), but its about enjoying the journey for yourself and giving your business the chance to inform, create and share.

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