Colloidal particles and assemblies have proven to be useful models for analogous atomic and molecular systems. In this article, we present a colloidal worm-like chain (WLC) model using DNA-linked colloidal particle chains as an analogue to semiflexible linear polymers. The bending rigidity, or persistence length, of these chains can be determined by monitoring the thermal fluctuations of the chains. We show that the persistence lengths of the chains can be tuned from 1 to 50 mm which corresponds to a length-to-persistence length ratio of 0.002 to 0.1, by changing the length of the DNA used to link adjacent particles from 75 to 15 bases, respectively. We also studied the bending relaxation dynamics of these chains, which match well with theoretical predictions, further supporting the validity of using these colloidal chains as models for semiflexible polymer systems in both equilibrium and dynamic studies.