We’ve all been there. You open a new document to start writing a blog post, and then brain fog hits. There’s a blank screen in front of you and you have no idea where to start.
You may have a brilliant idea for a post, but many people struggle to collect those thoughts and present them in a logical way.
But logic and flow are what you need to create a knock out post. Your structure helps you get your point across. It makes it easier for pet owners to relate to your ideas.
Here’s how to structure a simple blog post so you can dive into writing much quicker.
Top tip: Before you write any body copy, start with the bones of your structure. Always write out a rough headline and your subheads first.
Start your blog post with a draft headline. At this point it doesn’t have to be perfect. You can always go back and fine tune at the end.
Ideally, your headline should be driven by your keyword research. You want every blog post you create to have an opportunity to rank in the search engines. So head on over to Google’s Keyword Planner and start researching popular topics that relate to your pet business.
Head over here for more on how to search engine optimise your blog posts.
When you have a great topic idea, think about the kind of article you’ll create. Will it be a ‘how to post’, a ‘list post’, a ‘why post’, a ‘thought-provoker’…
How you word your headline is important. It’s what entices people to click on your article. So spend some time here getting this right before you hit publish. For inspiration, check out 3 overused headline formulas that still knock your reader’s socks off.
Your introduction must grab your reader’s attention within the first 3 seconds. It needs to pop and pull the reader into the rest of the blog post.
If the reader doesn’t like your style, finds the copy boring, overwhelming or confusing, they’re not going to stick around. No pressure then!
Your introduction should be short and to the point. It should pique your reader’s curiosity and follow naturally into your body copy. You could entertain your readers with a funny remark, a quote or an anecdote. Or simply share what your reader can expect if they read on.
I write my introductions first, but some people find them easier to do at the end. Try both ways and find out what works best for you.
So you have your big topic idea, now brainstorm the subtopics you can write within that post. Here you’re essentially breaking down the overarching topic into the main points you’ll discuss.
So for example, this post is broken down into the individual points that make up the structure of a blog post.
Over on my dog blog, GoneDogMad, the ‘why dogs eat poop’ article is broken down into the possible reasons. Then I talk about the various ways to curb the behaviour.
After you’ve brainstormed your headline, write down each subhead underneath. Choose 4-5 subheads you can include here. Think about the ideas behind each point, making sure each one follows the next in a logical way.
Now we’re getting into the meat of your post. Under each subhead, bullet point 3-4 main ideas you’ll discuss. These don’t have to be perfectly written, we’re just getting our thoughts onto paper as quickly as possible.
This is the skeleton of your article. I usually whip together these skeleton drafts within 10-15 minutes. Then when I go to bulk out the rest of the copy, it’s much quicker and easier because I know exactly what I need to write about.
And we’re not writing a full-blown essay under each subhead either. Just 2-4 short paragraphs under each subhead is perfectly acceptable.
Call to action
To tie up your blog post with a pretty bow, include a call to action. Every blog post you write should have some sort of call to action. Whether that’s a link to a lead magnet, an invitation to book a call, or asking readers to share the post. If you’re looking for call-to-action inspiration, check out 9 game-changing ways to end your blog post.
If you’d like to learn how to use blogging to increase your leads and sales, check out my digital course – Online Marketing Academy for Pet Businesses.