How to Structure an Engaging Blog Post [Infographic]

November 2, 2015

Look, writing is an art. But it’s an art that needs some sort of structure — especially when writing for business, and writing for online audiences.


Note: I said structure, not formula.


I don’t think a blog post should be approached like a math problem: add 300 words to 2 images, plus a 55 character headline, and get the perfect post. Because if it were that easy, everyone would be writing the world’s ultimate blog posts.


That being said, I do think following a smart structure can help you turn little scribbles of ideas into one beautiful masterpiece. And that’s why I like the below infographic from Salesforce Canada.


How to Structure an Engaging Blog Post


The infographic, “The Anatomy of the Perfect Blog Post” does include some of those formulaic tidbits that may not hold true in every situation, but overall it provides a strong, consistent approach to organizing a post. It’s a structure that I’m already using, and one that has proven to be effective.


Some really on-point takeaways from the infographic below:


  • 80% of readers never make it past the headline — so if you’re going to spend time on one thing, spend it here.
  • Next, focus on that introduction. Make it engaging. Tell a story. Readers spend 520% more time on a page that starts with a story.
  • Subheads! News to me: There should only be one H1 tag per page, and it should relate to target keywords. H2 tags are great for subheads.
  • Don’t ask for too much in your call to action. Keep it simple.
  • Make it easy to share!

Anatomy of a Blog Post


Via Salesforce


While following the “ideal blog template” won’t work every time, it’s great to have something to refer to when you’re struggling to make sense of your ideas.

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