Getting your ideas across effectively in a blog post takes strategic planning and organization. The structure of your post acts like a roadmap that guides readers smoothly through your key points from start to finish. A well-structured blog post not only helps communicate your message clearly, but also improves the reader experience and keeps people engaged.
For examples of great blog post structure, look at popular blogs like Copyblogger, Problogger, and Smart Blogger. Their posts use compelling openings, informative headers, seamless transitions, and impactful endings to deliver value to readers.
In this post, I’ll walk you through a proven seven-step process for structuring a blog post that maximizes its impact on readers:
- Choose a compelling topic
- Research extensively
- Create an outline
- Write an engaging introduction
- Craft the meaty middle sections
- End strong with conclusions and calls-to-action
- Proofread and polish
Follow these steps as you plan and organize your next post, and you’ll keep readers hooked from start to finish. A well-structured blog post can make a world of difference in how your message resonates with your audience.
Choose a Topic
Choose a topic that is relevant to your target audience. This is perhaps the most important step in choosing a topic for your blog post. You want to make sure that the topic is something that your target audience is interested in and that they will find valuable.
To choose a topic that resonates with your target audience, start by getting very clear on who you are creating content for. Ask yourself:
- What are my target customers’ biggest interests related to my industry? What content types do they consume and share the most?
- What pain points are they struggling with? What challenges do they face in their day-to-day lives?
- What questions are they searching for answers to? What information are they hoping to learn more about?
- Where are they in their buyer’s journey? Are they just starting research or ready to make a purchase?
- What stage is their career at? Entry-level or executive-level?
Really get to know your target reader persona beyond basic demographics. The more specifically you can understand your audience’s wants and needs, the better you can serve them with valuable content.
Next, brainstorm a list of potential blog post topics that speak to your target customers’ interests and provide solutions to their pain points.
Aim for topics that are:
- Highly relevant to what your audience cares about right now
- Useful and educational based on knowledge gaps
- Timely for where readers are in their journey
- Unique and not covered from every angle
- Likely to resonate based on audience search trends
Optimizing your topics for your target reader will help you provide maximum value and stand out from competitors.
In addition to being relevant to your readers, choose a topic:
- Choose a topic that is related to your products or services. This will make it easier to promote your blog post to your target audience.
- You have expertise on. This establishes you as a credible source your audience can trust.
- There is existing demand for. Use keyword research tools to analyze search volume and difficulty to rank for keywords related to your topic ideas. This ensures there is an audience actively seeking content.
- Choose a topic that is evergreen. This means that it is a topic that will still be relevant in the future. This will help your blog post attract readers for years to come.
Once you’ve selected a promising topic, conduct extensive research by consulting a variety of authoritative sources like articles, interviews, and studies. Gather convincing evidence and examples to back up your points. Thorough preparation is key to creating an informative, well-supported post your readers will love.
Do Your Research
Proper research is the foundation of any good blog post. Before you start writing, it’s essential to thoroughly understand your topic and gather supporting evidence from credible sources.
Putting in the grunt work upfront to deeply research your topic will pay dividends when it comes time to write. You’ll be equipped with facts, statistics, perspectives, and examples needed to craft compelling arguments and back up your points.
Your readers will appreciate content that is well-researched and provides value beyond just opinions. So let’s look at how to do research that strengthens the credibility of your blog posts.
Doing research is a great way to get a general overview of the topic and to learn about the different perspectives on it. When you are reading, be sure to take notes and highlight any information that you think you might want to use in your blog post.
Do your research from high-quality sources. There are some resources that you can use for your research, including books, articles, and websites to get an overview on your topic. When reading:
- Take notes on key points and statistics to cite later.
- Highlight compelling quotes that support your angle.
- Focus on reputable, up-to-date sources.
- Look for a diversity of perspectives from experts.
Additionally, interview experts in the field to get their insights. Come prepared with thoughtful questions that go deeper into the topic. Be respectful of their time. Take detailed notes during the conversation.
You can also conduct surveys to directly engage your audience. Keep surveys concise and focused. Offer incentives for participation if possible. Use survey results to highlight reader perspectives when relevant.
No matter your sources, thoroughly gather evidence to back up your key points, including:
- Statistics from recent studies or reports. Cite these properly.
- Relevant examples that illustrate your points.
- Quotes and perspectives from industry experts.
Proper research strengthens your credibility and ability to write authoritatively on your topic. Citing credible sources also gives readers the option to further verify information themselves. Do the legwork upfront to support your perspective with convincing evidence.
Create an Outline
Before you start writing, it’s essential to create a well-organized outline for your blog post. Making an outline is a key step that many bloggers skip, but it pays off tremendously in the end.
Investing the time upfront to map out your structure and main points will help you write a focused, cohesive, and easy-to-follow article. Readers will appreciate the logical flow.
Whether you prefer a simple bulleted list or a more visual mind map, having an outline provides invaluable guidance as you write. It also ensures you don’t miss any critical information that should be included.
Follow these steps:
Brainstorm your main points
When brainstorming, identify 3-5 key ideas or arguments you want to get across to readers. These will form the core of your blog post.
- Write these down as brief 2-3 word phrases or single sentence summaries that capture the essence of each point.
- Don’t worry about wordsmithing at this stage – just get the major concepts out.
For example, main points could include “Define content marketing”, “List benefits of content marketing”, “Provide content marketing statistics”, etc.
Organize your main points logically
Next, look at the flow and order of your main points. Organize them in a way that builds your argument logically and keeps readers engaged.
- Number the points in the sequence you want to present them.
- Structure your points moving from general to specific or in chronological order.
- Make sure the flow of ideas makes sense.
Add supporting details under each main point
Now it’s time to bolster your main points with convincing evidence and examples.
- Under each major heading, jot down pieces of supporting information like quotes, data, facts, explanations, case studies, etc.
- List any sources you’ll pull this evidence from for easy reference later.
Strong support helps back up your points and adds credibility.
Use a mind map or outline tool
Visually organize your outline with a tool like Excel, Google Docs, or a mind mapping app.
- Mind maps help you see connections between points.
- Spreadsheets and docs allow you to neatly organize with headers, bullet points and indentation.
Choose the format that makes the structure clearest for you.
Write the Introduction
The intro is one of the most critical parts of your blog post. These first few sentences are your chance to grab readers’ attention, provide value, and set the tone for what’s to come.
Writing a strong blog intro takes work, but it’s worth the effort. Your intro is what draws readers in and gets them engaged right from the start.
Follow the strategies in this section to learn how to introduce your topic effectively and maximize the impact of your post’s opening section. Let’s get started on perfecting your compelling blog post intros.
Write an engaging introduction
The introduction is your chance to grab readers’ attention right from the start. Construct an introduction that:
- Opens with a compelling hook. Start with an interesting statistic, question, quote, story, or anecdote to spark interest.
- Briefly introduces the topic and explains why it matters to readers. Provide context.
- Previews the key points/benefits that will be covered. Give a roadmap.
- Ends with a clear statement of purpose or thesis statement. Describe what the post will teach.
Keep introductions short and impactful. You want to highlight the value readers will gain without giving everything away upfront.
Include a strong call to action
The end of your intro is also a great spot for an initial call-to-action:
- Encourage further reading by compelling them to learn more valuable tips.
- Offer a free resource, checklist, or guide in exchange for an email signup.
- Invite them to share the post if they find it useful.
A strong CTA gives readers a clear prompt to take action. Just be sure it feels natural and not pushy.
Craft compelling opening lines
Here are some strategies to instantly capture attention:
- Open with an interesting statistic or fact on your topic.
- Start with a thought-provoking question.
- Lead with an engaging quote from an expert or celebrity.
- Tell a brief anecdote or story that introduces the topic.
- Use vivid imagery or description to set the scene.
The right opening pulls readers in and gets them eager to continue reading your insightful post. Spend time perfecting compelling introductory lines.
Write the Body of the Post
The body of your blog post is where you provide the core value to your readers. This is your chance to elaborate on the key points outlined in the introduction, presenting helpful information and compelling arguments.
Crafting a well-written, easy-to-follow body section is critical for keeping your audience engaged as they read through your post. Follow the tips in this section to learn how to structure your body content for maximum impact. Let’s dive in to the key elements of an effective blog post body.
Present your main points and supporting evidence
- Use your outline to guide the flow as you cover each main point.
- Expand on each key point with strong supporting evidence like examples, statistics, expert opinions, case studies, etc.
- Cite sources properly when presenting facts and quotes.
Use clear, concise language
- Write clearly and directly. Avoid overly complex sentences.
- Explain concepts simply so anyone can understand.
- Use active voice and avoid filler words.
Break up text with headers, subheads, and images
- Use descriptive headers and subheaders to organize each section.
- Add relevant images, charts, or graphics to give visual relief.
- Break up long paragraphs with quotes, lists, or key takeaways.
Link ideas with smooth transitions
- Use transition words and phrases to connect paragraphs. For example, “Firstly”, “In addition”, “However”, “To summarize”.
- Create flow between sections and tie points together.
Keep paragraphs short
- Paragraphs longer than 3-5 sentences risk losing reader attention.
- Convey one primary idea per paragraph.
And here is a draft introduction:
The body section forms the backbone of your blog post where you provide value to readers by elaborating on your main points. In this section, we’ll cover best practices for writing the body content of your post:
- Expanding on main points
- Using convincing evidence
- Writing clearly and concisely
- Adding visual elements
- Linking ideas with transitions
- Keeping paragraphs short
Following these tips will help you craft an informative, easy-to-follow body section. Well-written body content educates and engages your readers while supporting your key arguments.
Write the Conclusion
The conclusion is the final paragraph that wraps up your post and leaves a lasting impression on readers. An impactful conclusion does more than just summarize what you’ve already stated.
Many bloggers simply trail off without a proper conclusion or regurgitate points already made. But the right conclusion strategies can elevate your content and boost its impact.
Let’s look at how to wrap up your next post to maximize value for your audience and send them away with a memorable takeaway.
Summarize the key points
Briefly recap the main ideas, arguments, and takeaways from the post.
- Don’t fully restate everything – simply highlight the core points.
- Make sure to include the major concepts you want readers to remember.
Reinforce your central message
Use the conclusion to drive home your overall thesis or purpose one final time.
- Reiterate the main argument you set out to make.
- Tie your key points back to your central theme.
End on a high note
The conclusion is your last chance to leave a lasting positive impression.
- End with an inspirational call to action, profound question, or impactful quote.
- Leave readers feeling inspired, motivated, and educated.
Include a final call to action
Prompt readers to take one last action by:
- Inviting them to share the post if they found it useful.
- Suggesting related content on your site they may enjoy.
- Promoting an offer, freebie, or product trial.
Encourage comments, discussion, and subscriptions.
- Ask an open-ended question to spark conversation.
- Invite them to connect on social media.
- Promote subscribing via email or RSS.
Proofread Your Work
Before hitting publish on your next blog post, it’s essential to take the time to thoroughly proofread and refine your content. The proofreading process helps catch any errors while also improving the overall quality of your writing.
In this section, we’ll cover effective strategies for proofreading your post:
- Carefully reading end-to-end
- Using editing tools to your advantage
- Getting a second pair of eyes to review
- Tightening up writing where needed
It can be tempting to jump straight to publishing once you’ve finished writing. But proofreading is a pivotal final step. Investing time here will elevate your published posts and prevent easily avoidable mistakes.
Let’s look at how to approach proofing your next blog post submission like a pro. Putting in work pre-publish will make your content shine for readers.
Read your post carefully from start to finish
- Look for any spelling, grammar, or punctuation errors. Reading out loud can help spot issues.
- Check that the tone and voice are consistent throughout.
- Make sure the post flows well from section to section.
Use editing tools to catch mistakes
- Run spellcheck in your writing software to catch typos.
- Use Grammarly or Hemingway Editor to check for grammatical errors.
- Readability tools like WordCounter can help improve clarity.
Ask someone else to review your post
- Fresh eyes often catch mistakes you may have missed.
- Ask a colleague, friend, or professional editor to proofread.
- Request feedback on overall structure and clarity as well.
Tighten up content if needed
- Look for any long, rambling sections that could be more concise.
- Cut any fluff or repetitiveness.
- Make sure every section contributes value.
Investing time in proofreading and editing will help your writing shine and prevent easily avoidable mistakes. Your readers will appreciate the added polish!
Crafting a well-structured blog post is crucial for effectively sharing your ideas and expertise with readers online. I hope this article provided you with helpful tips and strategies to enhance your blogging process.
To quickly recap, we covered:
- Choosing a compelling topic tailored to your audience
- Conducting in-depth research to support your content
- Creating an organized outline to map your structure
- Writing crisp introductions and conclusions
- Structuring smooth-flowing body sections
- Proofreading thoroughly before hit publish
By taking the time to strategically plan and craft your posts, you can significantly improve the quality of your writing and better engage readers.
Implementing these best practices will help you craft more focused, cohesive, and higher-quality blog content. Your readers will appreciate posts that are well-organized, thoroughly-researched, and thoughtfully written with their needs in mind.