A quick guide to blogging for academics and students
Blogging can help you amplify your research, engage with new audiences, build networks, and establish your voice as a thought leader. Here are some key tips for crafting an effective academic blog post.
What we’re looking for on the department blog
- Student, alumni, and researchers’ stories, in their own words
- Opinion and thought leadership pieces on topical issues
- Further context or ‘deep dives’ on published papers or work not covered in the paper or a news story
- Comment on current primary or health care related issues or research stories.
- Explainers on complex or controversial topics making them more accessible.
Some of the departments most popular blog posts are by researchers writing on topics of interest to a public audience, or on conditions affecting those people.
If you’ve got an idea for a post, speak with the comms team first to make sure it’s suitable, ask any questions, and – especially if time is important – to make sure it fits into the departments editorial calendar
Know your purpose and audience
Every blog post should have a clear purpose. Ask yourself what you want your readers to take away from it. Is a blog post the most effective way to achieve this, or would a case study, policy brief, or plain-language summary be more suitable?
Understanding your audience is key to writing an engaging and effective post.
For the departmental blog, our target audience is broad:
- health and care policymakers,
- health professionals,
- students and staff past, present, and future,
- researchers,
- funding bodies, and
- the general public.
This means writing in an accessible style that resonates with a non-specialist audience.
Be clear. Be concise
Get straight to the point and say what you need to in as few words as possible. This benefits both you and your reader:
- It keeps readers engaged by preventing them from getting lost or losing interest.
- It sharpens your argument by forcing you to be clear and logical in your thinking.
Use short paragraphs (2-3 sentences) and break up your post with headings and lists to improve readability. Explain technical terms for a non-specialist audience.
Structure your post effectively
Begin with a compelling introduction that hooks readers and clearly articulates your main message. Use the main body to develop your argument, focusing on one idea per paragraph supported by evidence and examples.
Conclude by summarising key points and providing a clear call to action. Aim for 1,000-1,500 words to explore your topic while respecting readers' time. But nothing wrong with 5-600 if that fits the content and message.
Craft a compelling headline
Your headline is your first (and sometimes only) chance to grab a reader's attention. Make it compelling, informative, and relevant:
- Be specific, using precise language and relevant keywords.
- Intrigue your audience by highlighting key findings or posing thought-provoking questions.
- Keep it to 6-12 words, using active voice and strong verbs.
Use a conversational, engaging tone
Imagine you're talking to a colleague or friend. Avoid overly formal language or jargon. Be professional but relatable by injecting personality and using engaging language and analogies. Encourage interaction by posing questions and sharing personal insights where appropriate.
End with a strong call to action (CTA)
Encourage readers to engage further by directing them to your research, promoting events, or inviting collaboration, or even by adding comments or their thoughts on your post.
Be clear and specific, using action-oriented language and stating the benefit of taking whatever action. But don't use more than a couple, to maintain focus for your reader.
Polish your post
Before publishing, take the time to proofread carefully for clarity, flow, and accuracy. Get a second opinion from a colleague and use tools like Grammarly and the Hemingway app to identify and correct errors or find possible improvements.
When you’re done, consider if your post needs to be run past your PI / supervisor first before passing it on to the comms team to post.
All posts on the department blog are subject to approval and a light edit from the comms team.
By following these guidelines, you can create engaging, impactful blog posts that showcase your expertise and connect with your target audience. Start crafting your post today!
Need help? Contact the communications team at communications@phc.ox.ac.uk for guidance and support.
Want to dig deeper? Then check out the Ultimate Guide!
[Updated on 24 Jan 2024]
The ultimate guide
A more in depth guide for those who really want to get to grips with writing blogs. If you're looking for something more detailed – from understanding your audience to crafting the perfect headline / title, this should tell you what you need to know.
A worked example
Guidance and advice is all very well and good, but sometimes a worked example is better to see how to actually apply it in real life. That's what this is.
Download the guides
A .zip file of the short guide, ultimate guide, and worked example for offline use (.pdf files).
Feedback
Thoughts, comments, or suggestions on these guides, or just spotted an error? Let us know!
With your feedback we can make these guides as useful and practical as possible.
Email: communications@phc.ox.ac.uk