by Randall CraigFiled in: Blog, Blogging, Communication, Make It Happen TipsheetTagged as: Copywriting, Digital Strategy, Effectiveness, Efficiency
Are your blog posts really that effective? Do they grab the reader, and convince them to read on? And is there a magic bullet that can immediately make this so?
Too often, a blog post is an outgrowth of “stream of consciousness” thinking, and rarely hits the mark. Adding strategy and structure can make a vast improvement.
Strategy: Determine the goal of the post, and write with this in mind. In the case of this post, the goal is to improve the effectiveness and impact of your blog posts.
Structure: There are a number of different writing structures that you can choose from, depending on your chosen strategy. Using the same structure for the majority of your posts helps readers become more comfortable: they know what to expect. Using different structures for a smaller number of posts keep things interesting, and is more likely to engage long-time readers.
There are many potential structures, but too often we don’t think about structure at all. Here is a structure example:
Interestingly, this same structure works well beyond the world of blogging. Presentations with this structure are far more powerful, as are emails, as are one-on-one conversations with your colleagues.
Whether you blog, present, or write emails, embed better and more consistent structure. Choose one communication this week, and try your hand at the structure described in this post. And if you are a blogger, then look through your archived posts to identify whether you can improve the structure moving forward. Writing effective posts doesn’t need a magic bullet – just some strategy… and structure.
Meta: In case it isn’t obvious, this post and most of my archived posts all follow this structure. The first sentence is the Statement of problem (“Are your blog posts really that effective?”). The paragraphs on Strategy and Structure provide Insight and solution. The paragraph on using structure beyond blogging is the Twist. And then the Action plan follows.
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