This post is part of our ‘Make hay while the sun shines’ series – a guide for using summer downtime to clean up your digital strategy.
What sets great blog posts apart from the rest of the pack? Factors such as tone, content and creativity usually get all the credit, but never underestimate the power of structure. If you want your writing to appear polished and professional, structure is key.
Well-structured posts flow logically and effortlessly; it’s glaringly obvious when a post is poorly assembled. Ideally, you want to get your busy blog readers in, out and on their way – but if they struggle to understand what you’re rambling on about, your readers will lose interest in a heartbeat.
If you’re looking for a simple way to structure your blog posts, look no further than the inverted pyramid. Popular in journalism, the inverted pyramid lays out exactly how to write your posts in a way that pulls readers in – and it’s incredibly easy to follow. Put your time to good use this summer – learn how to structure your blog posts like a pro.
The inverted pyramid:
- Headline. First thing’s first – you’ve got to grab your readers’ interest with a great headline. Follow that up with a compelling lede so they’ll want to continue reading. In order to do so, you’ve got to understand your target audience – what are their interests? What do they need to take away from this post?
- The five Ws. Who? What? When? Where? Why? These are the five biggest questions in journalism, and they lend themselves well to blog writing. It’s crucial to relay the most important points in your piece first. The inverted pyramid is all about front loading – get the most relevant information out ASAP.
- Details 1, 2 and 3. Once the Five Ws are out of the way, create short paragraphs explaining each must-know detail. Again, the most important detail goes first, followed by any additional details. This is your opportunity to fully round out your post while maintaining a natural, intriguing flow for readers to enjoy.
- Final detail. This is the bonus round – is there any sort of tidbit you can tack onto the end that will add value to the overall piece? This is also the perfect spot to insert a call-to-action.
When it comes to writing blog posts, understanding the concept of structure is an invaluable tool. Let us know in the comments if you find the inverted pyramid useful – we sure do!