IABC UK Blog Guidelines

The IABC UK Blog has contributions from both members and guests. We try to cover all communication disciplines, Marketing and PR and bring to our readers a select yet thought-provoking set of articles that offer:

  • Useful insights into new trends and how to respond to both threats and advantages created by social media and technology advances
  • Common practices and advice on how to improve on both personal and professional level as communication professionals
  • How to align communication strategy to business goals
  • How to educate the C-suite on communication strategy and tactics
  • Examples of innovation in communications

Why do we publish guest articles?

We see real value in guest articles that are relevant to members, covering topics they expressed an interest in and showcasing ideas or case studies of great communications in action. We know that our members, enjoy reading about how other communication professionals tackle similar challenges and solve similar problems in their own organisation that we can all learn from.

We like to provide reports from our very own communications events or partner events we have attended, to share with people who were not able to attend. For recurring events, our written reports may help someone decide whether they should attend next year’s event, experience what is the event is about and what key lessons and learnings our contributor has taken from participating.  For example, see key lessons Matt Frost took from the 2014 Davos Communication Forum event.

What’s in it for you?

The other reason we encourage our members and guests to write for us is to help them expand their network, increase their social reach and connect with an audience they would not otherwise have the opportunity to connect with otherwise.

We promote all guest blog posts via our Twitter account @iabcuk, our Business Communications LinkedIn Group and on our monthly newsletter.

Blog Guidelines

We’ve created some guidelines below to help our blog contributors structure their articles. Anything that is useful for our members, giving them some practical advice based on personal lessons and your experience has the potential to be a great post.

Disciplines: corporate communications, internal & external communications, employee engagement, marketing, PR, digital communication and social media.

Topics: Developing the C-suite as communicators, Innovation in communications, Intranets, digital & social media, change and crisis communications, Strategy, planning and tactics, Translating data into insights, Gaining business acumen, Professional development (e.g. coaching and mentoring).

We asked members in January 2015 which topics they would like to learn more about, see their response in the graph below:


Optimising the blog for search engines: Quality blogs and quality content are so important. Studies suggest that Google and search engines are more and more interested in long form content of over 1200 words or so and tend to rank it highly. These longer, in-depth pieces tend to offer better results for searchers and thus Google tends to rank them higher than shorter articles or pieces of content.

Word count: 1000 -1200 words long

Style guide: Easy to scan, use bullet points, clear language, short paragraphs, place the important point at the beginning of the sentence. Use the inverted pyramid writing style.

Keyword research: Even before starting to write your blog, think about the keywords someone would have to type into Google in order to find your article. then use those keywords throughout the copy and in the headline.

Headline: The headline is the most important part of the blog, yet people spend very little time on thinking about it. Use this Headline Analyzer to determine determine the Emotional Marketing Value (EMV) score. As you know, reaching your customers in an deep and emotional way is a key to successful copywriting, and your headline is unquestionably the most important piece of copy you use to reach prospects.

Metadata: This is important for search engine optimisation, please provide a description and some keywords that you have optimised the article for.

Author bio: Please include a couple of sentences about you, your Twitter handle and link to your LinkedIn profile (we’ll be using the same photo as on your profile).

Copyright Consent: Please get approval to publish content externally if necessary. We’re assuming you, as the author have the right to publish your views.

Read How to write an effective blog article for further inspiration.

How to get traffic to your blog

We promote all guest blog posts via our Twitter account @iabcuk, our Business Communications LinkedIn Group and on our monthly newsletter, however it is important that you also promote your blog to your current connections using a mix of various social media and digital channels to gain maximum exposure. Please ensure you tweet about your blog and share with relevant LinkedIn connections and groups.

Who to contact

If you are interested in writing a guest article for the IABC UK, please take a look at a recent survey for ideas on topics that members would like to know more about. Get in touch with Dana Poole. before you start writing, to verify your topic and idea would be relevant and well received by our audience.

Feedback & Suggestions

If you have any suggestions for a guest article or thoughts you’d like to share, do please get in touch via [email protected]  or @iabcuk. Your feedback is important to help ensure our blog stays relevant and interesting.