How to Structure a Blog Post: 10 Content Marketing & SEO Tips
You must structure a blog post in a logical way that not only satisfies search engines but also engages your readers.
To effectively structure your blog post, you should:
Write an introduction
Create a table of contents
Use headings and subheadings
Diversify your content formatting
Add images, infographics, and/or videos
Use keyword in your headline
Answer the search query in the first sentence
Use keyword in one subheadline
Interlink logical content
Include a strong call-to-action (CTA)
These tips are relevant to you whether you're writing content yourself, or practicing content writing outsourcing—because you need to be a well-informed content marketer.
A common error most content marketers make is considering blog post structure as a one-pronged effort. In other words, they over-rotate.
They either structure their blog post to be too over-optimized for search engines, or they structure them in a laissez faire, fluffy way trying to "engage their readers."
But this siloed approach to structuring blog posts is both outdated and silly.
You can absolutely structure a blog post to satisfy search engines—to drive organic website traffic and keyword ranking—and engage your readers in a meaningful way—to improve time on page and user experience.
Admittedly, it's part art, part science.
And as a full-stack content marketer, you need to practice writing plenty of blog content so you can ensure you get enough "at-bats" to improve your blog post structure.
But if you follow the best practices outlined below, you'll get a great start at improving your blog structure.
How to structure the perfect blog post
First, there is no such thing as a perfect blog post.
However, you can get close.
But before we dive into how you can do that, let's get something clear: this is all dependent on the types of blog post you're trying to write.
If you're not interested in driving website traffic or ranking for keywords, this blog post isn't for you. (We don't know why you'd ever not be interested, but to each their own).
But if you are interested in improving each piece of content you write, then keep reading.
1. Leverage the inverted pyramid to structure your blog effectively
If you read anything at all, read this—the inverted pyramid is your friend.
The basic premise is to write the most important information first. Then write less important information the further along you get.
This is a great way to ensure those pesky readers who just skim your content get your message right away.
2. Write concisely and with clarity above creatively
Another great tip on your journey to writing the perfect blog post is to ditch the creativity.
Readers are looking for answers, not to be entertained (most of the time). But if you're trying too hard to be cheeky, you'll lose their readership because you'll confuse them.
And confusing your readers is a true content marketing cardinal sin.
Keep it brief, keep it clear.
3. Stay on theme and stay focused
When you're writing, it's easy to derail.
But you must remain on theme and stay focused. Yes, you're an expert who knows a lot about what you're writing about—but you don't need to answer everything in one blog post.
You just need to write about one topic that your target audience cares about.
Do that enough times and your readers will love you for it.
Lastly, remember that coming up with great blogging ideas is an important step to consider, too.
How to structure your blog post with 10 easy tips:
The first 5 tips are content marketing focused, while the second 5 tips are search engine optimization (SEO) focused.
Write an introduction - Your introduction should be brief, to the point, and clear. And ideally, one sentence long.
Create a table of contents - This is a nice to have, not a must have. But especially if you're using anchors links on a long-form blog post, you should consider it.
Use headings and subheadings - Use an H1 for your title, then a few H2s, then a few H3s under your H2s...etc. Don't get "creative." Use the headers and subheaders the right way.
Diversify your content formatting - Don't just write multiple paragraphs with tens of sentences. Write a sentence here, a 2-3 sentence paragraph there, add bullet points...etc.
Add images, infographics, and/or videos - Self-explanatory. If you add relevant images, graphics, and videos your audience will better understand your content.
Use keyword in your headline - Use your keyword exactly as it is within your headline. You may add to it, but the core keyword must remain the same.
Answer the search query in the first sentence - Don't overlook this step. Follow the inverted pyramid structure and immediately answer the query.
Use keyword in one subheadline - Use your keyword exactly as it is within an H2, at least. You don't need to force it anywhere else, but if it fits elsewhere, get after it, too.
Interlink logical content - If you're writing about content marketing, might as well link to other content marketing blog posts you've written as long as it makes sense to.
Include a strong call-to-action (CTA) - Don't just "end" your blog post. Give your readers a next step—whether signing up to a newsletter or reading more content.
In closing
Structuring your blog post doesn't have to be complicated.
If you follow the steps above, you'll easily improve how your blog post is structured.
Which will not only increase organic website traffic, but improve your readership.
Give this a shot.
And let us know if you have any questions.
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