How to Best Use Quotes in Your Blog Posts, Including Block Quotes

02 May, 2025

Think about cooking for a moment. Anyone can follow a basic recipe, right? Chuck ingredients in a pot, stir it a bit.

Maybe even use a microwave meal – fast, easy, gets the job done after a fashion. But a real chef?

They understand why each ingredient is there. They know precisely when to add that pinch of salt, that specific herb, or a dash of something unexpected to elevate the dish from just 'food' to something memorable, something people rave about.

Using quotes in your blog posts is kind of like that. Just tossing them in randomly is like throwing spices at a wall hoping some stick.

But using them strategically – understanding their purpose, placing them just right, sourcing the best ones – that's how you, as a skilled ghostwriter, transform a standard blog post into something with real flavor, credibility, and impact for your clients.

Especially now, when anyone can generate generic text, this skill is how you showcase your value as the chef, not just the microwave.

Why Even Bother with Quotes? (Their Job Description)

Quotes aren't just fancy text decorations. They have specific jobs to do in making your client's blog post hit harder.

• Build Trust & Authority: This is a big one for your clients. You want them to sound like they know their stuff, right?

  Dropping in a relevant quote from a recognized expert, a key finding from a study, or even solid data acts like bringing in a credible witness. It tells the reader, "See? It's not just us saying this."

  In my experience, this is one of the fastest ways to build reader confidence in your client's message.

• Show, Don't Just Tell (Proof): Instead of vaguely saying "research shows," show the research.

  A direct quote from a report or a source provides concrete evidence. It backs up claims and makes the arguments much more convincing. It’s the difference between saying a car is fast and showing the $0-60$ time.

• Bring in Other Voices (Perspective): Sometimes, letting someone else speak adds depth.

  You can use quotes to introduce a different viewpoint, add a layer to a complex topic, or even present a counter-argument that you then skillfully address. It shows your client isn't afraid of the bigger picture.

• Break Up the Text (Readability): Let's be honest, huge blocks of text are intimidating. Quotes, especially the longer block quotes, act like visual pauses.

  They add white space, break up dense paragraphs, and make the post easier for readers to scan and digest. Easier reading means readers stick around longer.

• Add a Human Touch (Emotion): Facts inform, but feelings connect. A well-chosen quote, especially something like a glowing customer testimonial or an inspiring line, can hit readers on an emotional level.

  This makes the client's message stickier and more impactful.

Who Said It? (Give Credit Where It's Due!)

This is non-negotiable. Seriously.

Always, always, always credit the source.

• Name & Source: Be crystal clear. Was it a person? A company report? A specific publication? Don't make readers guess.

• Why They Matter (Context): If the source isn't immediately obvious, add a quick identifier – "CEO of X Corp," "lead researcher," "industry analyst."

  This adds weight. Why should the reader care what this person/source says? Give them a reason.

• Link Back: If the quote came from an online source (article, study, etc.), link to it. It's good practice, lets interested readers explore further, and doesn't hurt SEO.

Does It Actually Fit? (Relevance is Key)

Don't just jam in a quote because it sounds smart. It needs to directly support the point you're making right then and there.

• Ask Yourself: Does this quote genuinely clarify my point, offer solid proof, or strengthen the argument? Or is it just vaguely related?

• Client Alignment: Does the quote's message (and its source) align with your client's brand, message, and the post's goal?

  Avoid quotes that feel off-brand or accidentally contradict your client – unless you're deliberately setting up a contrast.

Getting the Words Right (Accuracy First)

Treat the original text like sacred ground. Copy it exactly.

• Snipping Words (Ellipsis ...): Need to cut words from the middle of a quote for brevity? Use three dots (...) where the words were removed.

  Some style guides like brackets around them ([...]). Check if your client has a preference. Don't put ellipses at the very beginning or end unless the original quote had them.

• Adding Clarity (Brackets []): If a quote needs a word or short phrase added for clarity (like replacing "it" with the actual subject), put your addition in [square brackets].

  Example: "He [the CEO] stated that the results were promising." This shows the reader you added the clarification.

The Two Main Flavors: Inline vs. Block

You've got two basic ways to present quotes visually:

• Inline Quotes: These are short snippets woven directly into your sentences. Wrap them in double quotation marks ("..."). Think of them as quick punches.

• Block Quotes: These are for longer passages that need their own space. You set them apart on a new line and indent the whole block.

  Crucially, you generally don't wrap the entire indented block in quotation marks – the indentation signals it's a quote.

Level Up: Choosing, Integrating, and Formatting

Okay, basics covered. Now, let's refine how you pick 'em and make 'em look good.

Finding the Gems (Selecting the Best Quotes)

Be picky. Not every quote is worth using.

• Impact Matters: Look for quotes that are concise, memorable, maybe even a bit punchy. Does it make you pause? Does it perfectly capture an idea? Avoid long, rambling ones unless absolutely necessary.

• Credible Sources: Stick to respected sources in your client's field. A quote from a recognized industry leader usually carries more weight than a random comment (unless that random comment is from a key customer!).

• Avoid Clichés (Usually): Try to find fresh takes rather than the same old tired quotes everyone uses. If you must use a common one, add your own unique angle to it.

• Client Check: Does this quote make your client look good? Does the source align with their brand? You wouldn't typically quote a direct competitor positively without a very specific strategic reason.

Weaving Them In Smoothly (Making it Flow)

Don't just drop quotes in like random bricks. Integrate them naturally.

• The Set-Up (Lead-In): Introduce the quote smoothly. Use signal phrases like: "As Dr. Anya Sharma noted," or "According to the latest industry report," or "Their website states that..." This prepares the reader.

• The Pay-Off (Follow-Up): This is critical! After the quote, explain why it matters.

  What's the takeaway? How does it connect back to your main point? Don't just leave it hanging there. The quote provides support; your explanation provides the direction.

  In my experience, skipping the follow-up is a common mistake that weakens the quote's impact.

Formatting Inline Quotes (The Quick Ones)

Easy peasy.

• Length: Usually for quotes under 40 words or less than four lines (but check client style guides!).

• Marks: Standard double quotes ("...").

• Grammar: Ensure it fits smoothly into your sentence.

• Punctuation (US English): Commas and periods almost always go inside the closing quote mark. Like this: She said, "Let's get started."

  Question/exclamation marks go inside only if part of the original quote.

Formatting Block Quotes (The Big Statements)

For the longer, important stuff.

• When: Generally 40+ words or 4+ lines (again, check style guides!).

• New Line: Always start on a fresh line.

• Indent: Indent the entire block (usually 0.5 inches). Your editor likely has a button for this.

• No Outer Quotes: Remember, no quotation marks around the whole block. The indent does the work. (Keep any quotes within the original text).

• Spacing: Usually double-spaced like your main text, unless a style guide says otherwise.

• Multiple Paragraphs: If quoting multiple paragraphs, indent the first line of the second (and subsequent) paragraphs an extra half inch.

Quick Examples & Ghostwriter Tips

Inline Quote Example:

Building remote trust isn't automatic. As leadership coach Ben Carter states, "Intentional check-ins about more than just tasks are crucial for remote teams." This really highlights the need for proactive connection.

Block Quote Example:

When discussing user experience, prioritizing familiarity often wins. A well-known usability group explained this clearly years ago:

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know... If you deviate, your site will be harder to learn and users will make more errors. Design for patterns for which users are accustomed.

That insight powerfully argues for using standard design conventions – it respects the user's existing mental models.

Extra Tips Just For You:

• Don't Overdo It: Use quotes strategically. Too many, and it feels like a research paper, not a blog post. Let your client's voice dominate. Find the balance.

• Permissions: For short snippets from public sources used for commentary/evidence ('fair use'), you're usually okay. Be careful with very long quotes, unpublished material (emails, interviews without consent), strictly copyrighted stuff (lyrics, poetry), or quoting heavily from one source. When in doubt, paraphrase and cite, or get permission. It's just safer and more professional.

• Testimonials are Gold: If using a customer quote, always ensure you (or the client) have explicit, written permission to use their name, company, and statement. An email confirmation is good practice.

• Pull Quotes: Those visually highlighted quotes? Great for emphasis. Ensure they're accurate and attributed, even if repeating text from elsewhere.

• Style Guides are Law: If the client uses APA, MLA, Chicago, or their own guide, follow it precisely. Consistency looks professional.

Quick Reference: Inline vs. Block Quotes

To wrap things up, here’s a quick cheat sheet comparing the two main types:

That's the rundown. Using quotes effectively is a skill that elevates your ghostwriting.

It adds credibility, proof, and readability – making your work more valuable to clients, especially when they're wondering about AI alternatives. Focus on using them strategically, and you'll stand out.

#Fundamental skills