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A Guide to Writing Killer Content for Your Design Blog

Over the past couple of months, I’ve spent most of my time trudging through several design-related articles in my RSS reader, in an effort to better understand the finer workings behind writing compelling web content. The central purpose of my inquiry revolved around the following question; what makes an effective/engaging editorial in the design industry? If you are an editor of a design blog, then you would be fairly familiar with the rigorous demands involved in churning quality, thought-provoking articles on a daily or fortnightly basis. The truth of the matter is that many blog writers have resorted to rehashing arguments and topics that have already been exhaustively discussed before. The tendency is there, amongst bloggers, to reproduce (or paraphrase) the main ideas contained in various other design articles and compile it into a single ‘new’ piece.

In this write-up, I examine a few basic techniques to add that extra dash of spice and creativity to the content of your design blog. This article should be read in conjunction with my other piece, “A Guide to Writing Effectively about Design”.   

Choosing the Right Niche Area

Everyone has a specialised niche area in the field of design. It is important that you identify your area of expertise prior to launching a blog site or writing a new piece. A person competent with user-interface design for example, should engage with various discussions surrounding the prescribed topic (e.g. create a Twitter #list dedicated to twitter feeds of selected topic areas). There is no benefit (for yourself and the reader) in writing about something that you have limited knowledge about. Being the “voice of authority” on a particular design area is never easy, but it is something that should be achieved over time. 

Command and conquer your niche area, by reading extensively from both print and web mediums. A writer who is well acquainted with his favoured subject area is more likely to produce insightful content. The main idea here is to get more conversant with a specific subject area within the field of design.

Explore the Fundamentals of Design before Venturing into the Profound

I am a strong proponent of keeping articles concise and comprehensive. Design is a vast topic and it is easy for writers to delve into the full-blown intricacies of certain design techniques, which can at times be frustrating for the average reader. The trick here is to provide the background context of the chosen design topic. Attached is an example on a piece I did for Designers Couch sometime ago.

The snippet below is taken from an introductory opening on minimalistic philosophy. 

The sentence above may be a mouthful but it captures the philosophy of minimalism within a single paragraph. I’ve defined the context of the subject from the start, making clear to the reader, the exact terms and conditions upon which I will be defining minimalism. More importantly however, I’ve set a definition/marker for myself to refer to in the event that I veer off topic.

Here is a subsequent quote from an article I wrote on CrowdSourcing in the design industry.

The above introductory paragraph features the application of a common literary convention. I described “Crowdsourcing” as a social phenomenon first (the fact that “crowdsources” are a “vibrant community” that remain thinly disguised beneath other web design agencies) BEFORE launching into an actual definition of what crowdsourcing is. This is an effective way to draw the reader into your subject area before supporting your observation with a clear-cut definition.

Draw Up a List of Sub-Arguments/Topics

In web design, it is common practice to commence work on a project with a wireframe, detailing the site layout and dimensions (pixel widths). Similarly, when writing an article about design, have a skeletal plan of the sub-topics that you plan on covering. The info-graphic below illustrates a rough framework.

Once a topic is selected, start with defining your design concept. If your subject area requisites multiple topics, then be sure to define each area with sufficient depth. It is also crucial that you set the context of your argument – from what perspective will you be examining the proposed areas of design?

The next step requires a breakdown of the various arguments that will be contained in your piece. In the diagram above, I’ve assumed that the arguments put forth stand alone. When writing an actual piece, you will find that most arguments might have overlapping connections, so be sure to include whatever interrelations that you envisage. This is to ensure the fluency of your overall article. 

A conclusion can be presented in 2 distinct ways. If you are writing an opinionated piece then it would be advisable to end with an assertion – reinstating the main point of your overall argument. Certain articles however are meant to invoke debate and discussion and would thus require an open ended conclusion that poses a question rather than a solution.

A Website’s User-Interface Must Encourage “Dialogue” 

If your design blog is meant to provide interesting articles relating to the industry, be sure that the website’s interface is in tandem with your website’s objective/goals. Nothing annoys me more than being unable to express myself fully on a website that sets a limit to the amount of “characters” you can post, either through a contact or comment form. No matter how many comments or emails you receive per day, it is an absolute cardinal (web-usability) sin to set an imposed limit to the length of comments and emails. User posted comments are part of a site’s overall content architecture and it is thus vital that a reader is able to express themselves fully without any barriers. 

Develop a Unique Presentational Style for Each Article

Each article should always offer a unique browsing experience to the reader. Ensure that all articles are aesthetically differentiated either through accompanying pictures or customised illustrations. Having an introductory graphic at the beginning of each post will certainly add a sense of exclusivity.

Observing subtle stylistic conventions in your illustrations will further solidify the brand identity of your blog. If black and white illustrations are a reoccurring feature in most of your posts, then it would be logical to continue with this trend because it provides readers with a memorable reference point to remember your site by. Achieving visual consistency is of paramount importance in attracting a loyal readership following. 

Readers are the Pulse of Content

Readers form an influential part of a website’s content. Reader comments/responses and other interactive submissions from users will characterize the quality and level of sophistication of the content you produce. It is imperative that blog editors constantly engage with readers at an individual level to further understand exactly how their content is received and interpreted. This will also allow editors to adjust their own writing styles to better convey specific design ideas and concepts. 

What are your own personal challenges in writing for a design blog?