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2.2 Blog posts
Word count: 400-600 words for most informational posts. A blog post announcing an event or linking to a video will be shorter. Use common sense and adapt based on the message you’re trying to convey.
Blog posts are meant to be more conversational and blogging is a more nimble medium. Variety enhances a blog feed, so a guest post written by a favorite professor or a Top 10 list supplemented by videos works for a blog in a way that other formats can’t support.
UT Health San Antonio blogs are still part of the university’s communications toolkit, so the writing must not get too casual.
Blog posts are found most often through search-engine queries, (blog followers make up the minority of readers in most cases) so blog posts must be written with more urgency than, for example, static content. Get right to the point. Offer bullet points or lists. Aim for content that is digestible, solution-oriented if applicable and useful. The reader should glean at least one or two new pieces of information from a blog post. Otherwise, you have wasted the reader’s time with fluff.