But, structuring engaging blog posts is also crucial.
A few changes in your blog post structure will have an immediate effect on readership retention (just check your blog statistics).
There are many successful ways to format a blog post. Some of the most popular are the list types, the QandA, the interview and the case studies.
However, here is a simple format that can be used by any blogger. It is universal and can be easily adapted to any subject.
The 5 Step Process (To Structure Engaging Blog Posts)
- Attention Grabbing Blog Titles
- Hook Your Readers
- Demonstrate a problem
- Explain the solution
- Wrap up, and call to action
Here are the 5 steps in more detail:
1 – Attention Grabbing Blog Titles
More time should be spent on the blog post title than anything else.
Think of it as a headline (e.g. newspaper or sales letter). It should be punchy, create intrigue, grab attention, and be specific to your readers wants, fears and desires.
Ensure the title always relates to your blog post. Readers don’t appreciate sensational titles that pique their interest, but then transition into an unrelated subject matter.
2 – Hook Your Readers
Attention is a commodity in today’s world. The purpose of marketing is to gain someone’s attention. As a freelance blogger, you are in the business of grabbing the attention of potential clients and blog visitors.
In copywriting terms, this is known as a hook.
The purpose of a hook is to engage the reader in something that they value. It should be of some concern to them so that they stop what they are doing and take note.
One of the best ways to do this is via intrigue, or with a story. This will always form part of an engaging blog post.
3 – Demonstrate a Problem
This will be based on your target market or audience, so you need to know their complaints and struggles very well (just ask them).
In this section of the blog post, it is best to highlight an issue that your readers are dealing with.
You can mention why this is a problem and why the problem persists. You can also raise possible solutions that don’t work, and explain why they don’t work. If possible, provide examples and studies to back up your assertions.
Time spent researching is worthwhile. Prove that you know what you’re talking about.
4 – The Solution
Offer a specific solution to the problem raised earlier.
Due to the length of a normal bog post (500-700 words), you cannot provide an all encompassing solution, which is why you need to specify a specific problem as part of a wider issue. However, you can deal with the narrower issue and provide a specific solution to that narrower problem.
E.g. wider issue: I want to lose weight. Narrow issue: how can I prepare healthy meals?
Now is the time to explain how your solution has worked for you and other people. Specify the steps that need to be taken, the resources you recommend, and the changes that need to be made.
5 – Wrap up
The summary should reiterate the key points (problem/ solution).
Next, suggest a certain course of action to be taken (the logical next step). This is known as a “call to action” in direct response marketing.
Your call to action is based on the purpose of the blog post. Do you want the reader to sign up to your email list? Or click a link? Or leave a comment? Or something else?
If so, ask the reader to click the link, or leave a comment (or take another action).
Many bloggers don’t feel comfortable with this step, but it’s the foundation of successful blogging. And, if you’re providing solutions and giving valuable advice, don’t you want readers to learn even more from you?
Use the simple 5 step process above to structure engaging blog posts and build your readership.