Business blogging basics — how do you structure a blog post?
We like to know what’s coming.
Oh, there’s a lot of lip service paid to the value of spontaneity, and there is value in letting things develop without form at times. But usually we like to know what to expect, especially when we’re looking for information.
Readers come to look for a certain pattern in a blog post. That pattern lets them skim for information when they don’t have time to read the entire post, and it gives them a level of comfort that helps build the reader/blogger relationship. Plus from the blogger’s or writer’s perspective, it offers a repeatable format. That’s extremely important when you’re the only one maintaining a blog because you can be more efficient. But it can also help when a blog has multiple contributors so the format doesn’t vary too much from post to post.
The structure of my posts is sort of a three part approach. First I introduce the topic I’ll discuss. Next I try to throw in three tips or points, although sometimes there are more. If I can put them in a bullet list or identify them with subheads in bold, I do that. And then I offer a conclusion usually centered on how this helps make a blog or blog post better.
Despite the temptation for some writers to just wing it, the better approach is to plan out a structure for all your posts. It’s better for the reader, as well as the writer. And you end up with an ongoing relationship as a result.
Sean Romanoff is a copywriter and online marketing consultant specializing in blogs, articles, and all other aspects of making your web site effective. To contact Sean, click here or go to www.seanromanoff.com.
Tags: articles, blog, blog content, Blogging, Copywriting, Marketing, online marketing, web copy, writing
