viz blog style guideline

By University Of Communications And Public Affairs And GPS Marketing And Communications, UC San Diego

Authors

Be prepared to talk about your research in layperson’s terms—don’t assume the reader is as familiar with the topics as you are

  • Needs to be real: The voice should convey your attitude, personality, and character.
  • Provide a link to a bio.
  • List past blogs (see this example).

Titles

Make your title pop. It is what sells the content.

  • Think: Why would should anyone read this?
  • Set clear expectations for your readers: What will they discover by reading this blog?
  • Keep it short: Approximately 8 to 12 words, ideally under 70 characters so it doesn’t get cut off in search engine results.
  • Can pose a question or state a fact.

Length and Structure

Online readers tend to have short attention spans, so shorter is better.

  • Write in “pyramid style.” Put the most important content at the top (see two examples below for further detail)
picture1
picture2
  • Use the opening sentence (known as the lead) to grab the attention of the reader. This sentence should take you the most effort to create
  • Try to keep an average length of 300 to 600 words.
  • If a posts is long (over 1,000 words), add subheads for the reader.
  • Keep paragraphs short (easy to scan).
  • Keep short sentences (easy to read).
  • Hyperlink to details without delving too much (such as papers or data).
  • If your blog is highly technical, give background for the average reader.

Visuals

Creating interactive graphics and maps are key for your posts, but think about a photo in the beginning to catch the reader’s eye.

  • Find a strong image to set the stage for your blog post.
  • Provide a source for your images.
  • Don’t use copyrighted material without permission.
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