Blog or article – would you recognise the difference?

I recently wrote a test blog for a prospective new client so they could see if they liked my style. I spent ages on it – well you do when you are trying hard to impress. However, regardless of the time and effort I had put into it, they just didn’t like it. 

Now I get the fact that people don’t always have to applaud your efforts. And I know for a fact that not everything I write will be to everyone’s taste, but as a creative it’s always good to find out the reasons behind their decisions.

I asked them why the blog did not work for them, and their answer was interesting. They thought it had too simple a structure and the tone was completely wrong – it was conversational, informal and friendly. Plus, it lacked detail, wasn’t factual enough about the services they provided and was a little too short (it was 648 words)! Finally, they didn’t like the boss’s quote I’d included, or the call to action – bit too casual and in your face. And don’t get me started on their reaction to the embedded keywords.

Feedback is key

Well, once I’d picked myself off the floor, I thanked them for their feedback. I then probably made an error in their eyes by asking them what they were hoping to see in their blog. And here was the rub. They were expecting an article, over 1000 words, formal and filled with facts, information, news and written from an unbiased perspective. They didn’t want my shorter sentences, bullet points, sub heads, top tips, opinions and exclamation marks.

As a marketer, I thought that the differences between and article and a blog were obvious. But I was proved wrong. My prospective client really wanted to save time and money and the content which ought to have been written as an article was instead briefed as a blog. To help them in future I took the time to explain what a blog is.

What is a blog?

Even the very word should announce its difference from an article. Blog is a portmanteau, a new word formed from two older ones: web and log.

A blog is made to be discussed and shared and is often short and punchy in style. Its narrative allows you to tell your business story in a relatable way. Often viewed as a personal journal, or log, it helps your audience to connect and engage without drowning in excessive technical detail. Often found on websites or social media channels, its engaging style, consisting of personal expressions and maybe a collection of anecdotes and updates, invites questions and comments.

Call in the experts

If you are writing your own content and struggling to strike the right balance when it comes to point of view, tone, length, style and layout, then it might be worth talking to the professionals. A content writer or copywriter will help you to write clear and concise copy for your blogs that will get your business noticed for the right reasons. For help, advice and those all-important words, please get in touch – vicky@fuelmarketing.co.uk or call 07766 566690.