Writing a blog post is a balancing act of sharing your expertise to strengthen your online reputation and expand your network, while maintaining a direct and approachable writing style that holds the reader’s attention and inspires them to want to take action. Having a successful blog means achieving this balance within your posts, which can be difficult to nail down. The structure of your blog posts is critical in helping you distribute the weight of these elements properly. This is why knowing how to structure a blog post is crucial.
How to structure a blog post
State the topic and define the goal of your blog post while grabbing the reader’s attention. The goal of a blog post should be to provide information or a solution related to the topic.
The headline is pretty much guaranteed to be what your reader is going to read first, so use it to get their attention and compel them to want to read the introduction of your blog post. Most importantly, keep it short.
Get the reader interested in your topic and what you have to say about it. Offer them a key insight. Tell them why they should seek information about the topic of your blog post. Explain how information about this topic will benefit them and how reading your post on the topic will provide a unique perspective or solution that will help fulfill a need.
Save the details for the main body of the post, but lay out exactly what your blog will cover and why your reader should care. And again—most importantly, keep it short.
Promise the reader a benefit of reading the next portion of your blog post.
Body: Part One
Try to connect with your reader emotionally. Acknowledge the typical struggles or issues associated with the topic of your blog post and be empathetic to the hurdles that these struggles or issues can create. Describe a personal experience you have had with one of them and how you overcame it.
Work to trigger an emotional reaction from your reader. This will help invest them in what you have to say. It will also make them more likely to take action since people are more prone to act while they are in an emotional state.
Promise the reader exactly what they’re going to learn. Either how to do it, or how some other type of action is going to get them what they need.
Body: Part Two
Deliver the information or solution that constitutes the goal of this blog post. This can be formatted as a step-by-step guide, or a list. Either way, give the reader practical, easy to follow directions or advice. Back up your statements by including relevant research or statistics.
Make the value of this content easy to digest by breaking it up into logical sections using more subheadings. This can also allow you to discuss certain aspects in more depth.
Overall, provide practically useful content. Ensure that you have given the reader what they want and an idea of what they should do next. If you are able to get people results they will never forget you.
Before moving on, look for a place to weave in your call to action. See if you can find a place where it naturally fits.
Briefly summarize the main points of your blog post and tie up any loose ends. Weave in your call-to-action as naturally as possible. Try to bring it up within the context of your blog topic and connect it to gaining more insight into the information or solution you have just offered. Keep your conclusion short and to the point.
Develop an Outline
Before you begin writing, use this structure to create an outline. Once you have decided what the topic and goal of your blog post is, write an outline defining the order and content of each of the points your blog post is going to discuss. Your outline should implement and establish the structure of your blog post. This step will help you avoid writing unstructured posts that drift off topic, or leave the reader wanting. Think of the outline you write as a structural blueprint for the content of your blog post.
As you craft the structural outline of a blog post it is important to keep in mind that every post should try to give the reader what they want as quickly as possible. This is the most essential aspect of any blog post you write. Again, the goal should be providing the reader the solution to their need. If you are successful in giving readers what they want you will have a successful blog in no time! This will improve your reputation online while also increasing the likelihood that your content will be shared.
Don’t have time to blog? Leave it to the experts and let us help—connect with us today for a free consult!
Need a solution to your social media content creation and scheduling woes, but you don’t want to break the bank?
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We’ve managed over 150 clients’ social media channels and one thing keeps coming up — Everyone wants social media content consistently! But you know what else keeps coming up? All the things! Like the operation of running your own business or organization. Here are just some of the reasons why we created this brand new offer for you:
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Interested and want to learn more?
Brittany Hardy ⎜ Owner
Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C.
Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable.
After many years of working in retail management, Brittany went on to become the Marketing Manager for Dominion Lending, Canada’s largest mortgage company. Brittany then decided it was time to pursue a life-long goal of creating her own business. Inherently, Brittany likes to help people and decided there was no better way to do this than to use her creative talent to lift up others who want to do the same thing.
The mother of three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children.
Social media marketing continues to evolve, and Brittany and her team are passionate about helping small businesses navigate how they can benefit from these networks.
Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and the Huffington Post.