Blogging: Keep your blog posts on track with storytelling and the eye of a journalist

Ryan Hodnett, CC BY-SA 4.0, via Wikimedia Commons

Want to improve the chances your company blog posts will actually be read by someone? 

Tell a story. Make it relatable to your audience. And have a little fun.

That’s what Scott Money does in this Metrolinx post updating the status of passenger railway track repairs:

It could easily have derailed into an overloaded recitation of work at any big construction site.
Instead, Money uses a journalistic eye to highlight details. He informs and entertains, keeping the story moving smoothly along the tracks.

Use his approach as a how-to guide in writing your own blog posts.

Money pulls readers into the construction zone, inviting them to ponder what it’s like working with Highway 401 traffic zooming behind their backs. It’s Canada’s busiest highway roaring beside workers toiling on Canada’s busiest railway corridor.

Money efficiently and confidently explains the what and the why. What’s happened and what’s next. Descriptions are clear and vivid. He focuses on the change and why it’s important. And he salts the prose with a dash or two of railway jargon and dinosaur reference to help readers wrap their minds around the magnitude of the project. 

Did you read all the way to the end of his blog post?

I did.