Blog posts with purpose

Blog posts are a great way to keep your audience up to date and engaged, but they’re most effective when they’re produced with a real purpose and strategy in mind. These examples all come from the same charity, Breast Cancer Now, but each shows a different way to reach and enthuse your audience.

Explaining research that’s funded by the charity

A blog post can be a really accessible way to explain the results from work funded by a charity in detail. Blogs like these are aimed at supporters, giving them more information about a specific project and it’s the outcomes it had, and making it clear why their support is so crucial.

Read an example: PIM1 in triple negative breast cancer – towards a targeted treatment?

Sharing news from outside the charity

Sometimes you might want to go into detail about a major study which your organisation had no direct involvement in, but which was important or gained a lot of media attention. Blogs like this help to establish you as a trusted source of news and as an authority on the latest research. Other opportunities for blogs like these could be to respond to what’s happening in popular culture (e.g. plot lines on TV), or to do a bit of ‘myth-busting’ on a news story which was reported inaccurately.

Read an example: Mapping the breast cancer landscape

Focusing in on the hot topics

Some topics will naturally be of more interest to your audience than others. The examples below show topics that are of interest to people affected by breast cancer, and articles like these can help to reinforce your position as an organisation which keeps both its supporters and beneficiaries at its heart.

Read an example: Cornerstone treatments – Chemotherapy

Read an example: Breast cancer risk genes – what’s left to find?

Introducing the people behind the research

Research is interesting, but people are always interested in other people, so focusing in on one particular researcher funded by your charity can give you a different way to approach the way you share your work. As well as providing more information about their project, profiles like this attach a human face to the science, helping supporters to feel connected to your work.

Read an example: Dr Cristina Branco – tackling the root of breast cancer