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Your title should clearly communicate what your blog will be about – keep it short, snappy, and straight to the point*

Use the subtitle to provide more detail on what your blog post will cover – a sentence or two is more than enough

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Kristen Bingle

Kristen Bingle

Content Marketing Executive

Before you start writing, consider these points

What to include in your blog post

Blog posts shouldn’t be longer than 1000 words but no less than 400. What information you choose to include in your blog post is up to you. Once you’ve narrowed down a title it can be easier to choose the most relevant elements and points to include.

Who is your audience?

Who are you speaking to? Define this for yourself before you start writing, and make sure you keep this in mind as you write. Are you writing to IT managers, recruiters, business owners? Write as if you are speaking directly to this person/role.

Ex. As an IT manager, it is important to consider security for your organisation.

Are you writing as yourself or as Softcat?

Both are acceptable but you must be consistent or make it clear within your post when you are changing from one to another. Softcat Should be referred to as us/we or it.

For example: As a Cyber Security Manager I see lots of end users failing to change their passwords. At Softcat we offer a service…

Consider keywords

Once you’ve narrowed down the topic, consider some keywords that you’d like to include in your blog post. For example, if you’re writing a post about Copilot for Education, some key words could be: Microsoft licencing, Microsoft Copilot, Teams for Education. Try to naturally incorporate these keywords into the body of your blog post.

Using keywords will help your blog post to be found organically by search engines. If you’d like some support with finding targeted keywords that users may be searching for, please contact the Digital Marketing team –

Now you can begin writing - keep these points in mind


Provide a short introduction to your blog post. You could start by setting the scene, using an anecdote, or describing a pain point. If you are writing about a new service for example, your introduction could cover what problems our service is solving. Your introduction should ultimately clearly outline to your readers what you’ll be covering in your blog post.

Headings and paragraphs

Split your content up into clear, concise paragraphs. Use headers to split out the different sections of your blog post – each section could contain a few paragraphs that all link to the same point.

Title case

For titles, subtitles and headings only capitalise the first word and any words that would usually be capitalised (ex. Acronyms, names of organisations). We do not capitalise every word in titles, subtitles, or headings.

Ex. The benefits of employing Microsoft Copilot

Using bullet points

  • Bullet points are a great way to break up chunks of information in your blog.
  • Use bullet points when listing out things.
  • Make the content more digestible with bullet points.

Using stats, quotes, and data

When referencing a statistic, data or a direct quote, please link to the source where you found the information.

Gartner stats

If you’re using Gartner stats within your blog post, make sure it’s less than a year old. We also need to have our use of Gartner stats reviewed (by a team from Gartner), so this will make the review process slightly longer – Gartner can take up to seven days to review the content. Please consider this when writing your blog.


Upon first mention, please write out all acronyms in brackets. E.g. SOC (Security Operations Centre). Any subsequent mentions can use the abbreviation.

External links

It’s okay to include external links within your blog post, just not too many! If you mention something that warrants more detail, include a link that has more information. Not only will it satiate your reader’s knowledge, but it will also help to optimise the chances of your post being found on search engines.

Internal links

Link to any relevant pages on within your blog post. For example, if you’re writing about Copilot, you could provide a link to our Copilot landing page, our Microsoft page or even other blogs around the same topic. This will improve the reading experience for your reader as they can click through to any topics they find interesting or want more information on.


Companies and organisations should be referred as singular/it. Ex. Microsoft has, not Microsoft have. It will, not they will.

Use bold to help key points stand out

In each paragraph, select the most important phrase or sentence (not just one word!) and bold it so that it stands out to your readers.  

Using images

You can use images/infographics in your blog post to illustrate your points - visual content enhances user engagement and will make your blog post more appealing. Make sure the images are clear and of a high quality. Some organisations, like Microsoft, does not allow you to use its images so make sure to check the rules and requirements.

Using videos

We can also embed videos (hosted on our Youtube account) into blog posts, so please include video links if you’d like to do so.

Finish your blog with a conclusion

Your blog post is now complete! Use a sentence or short paragraph to summarise what you’ve covered in your blog post and cement your final thoughts.

Include a compelling call to action (CTA)

Now that your reader has read your blog post, what would you like them to do? Use this as an opportunity to direct them to other parts of our website or to find out more. An example of a good CTA is to ask them to get in touch with our Sales team, to direct them to a webpage with more information or to another blog post on a similar topic. 

Review your blog

Your blog is complete, and you’ve got the hard part out of the way. Now take some time to re-read what you’ve written. Is your main point clear? Is the blog structured in a way that is easy to follow? If someone who is unfamiliar with the topic stumbled across your blog, would it make sense to them? Check for grammar, spelling, and punctuation errors.

What happens next?

When you are happy with your blog, please upload it here. It will come through to the Comms team for approval. Please allow at least three to five days for your blog to be reviewed. We have lots of content going out all the time, so please consider this too.

If you content is urgent, please let Kristen Bingle know and give us plenty of notice.

*Please reach out to Kristen Bingle ( if you need support crafting an impactful title.