How to structure and format your blogs for maximum engagement
Blogging may have started as a way in which people could share their ideas online. However, over the course of the last decade it has been proved to work as a very effective content marketing tool. A blog can assist in establishing trust between a brand and its consumers almost immediately as well as having a positive influence on sales. Whilst that is fantastic news for businesses, all blogs whether they are personal, or business face the same dilemma and that is that people tend to skim read rather than digest articles, so you need to make sure that what you write encourages them to follow through on your call to action. With that in mind lets take a look at how to structure and format your blogs.
How to structure your blog
If you want to give your blog a strong structure, then the following guidelines are a must:
1. Begin with a strong title
2. Ensure that your blog post can be skimmed
3. Offer a table of contents
4. Use strong visuals
5. Make sure you use a readable font
6. Make sure your links are relevant
7. Highlight your call to action (CTA)
If you are not grabbing your readers interest with your title, then you may loose them before you even start. A good title should be somewhere between 6-13 words in length. If you have any important keywords, try to work those into your title.
Making your article skimmable allows your potential audience to see if it has the information they are looking for before they commit to reading it in its entirety; bullet points and heading can help with this. You could also make key information bold. Strong visuals will make your content more digestible as well, and a good image can really capture your audience’s attention. Videos are even better.
Your font should not only be easy to read but you should also make sure that it is neither too big nor too small.
The links you use can help point your readers to some topics discussed in more detail and help you avoid needing to go into too much detail in your blog, which makes it more readable. Make sure they are relevant though and add value. And finally, your CTA make sure it is clear what you would like the reader to do.
The format of your blog posts
There is more than one way in which you can write a blog post so you should take time to think about which format will suit your ideal audience best. Here’s a breakdown of each type of blog post, including their purpose, structure, and best use cases:
1. Listicles
- What it is: A blog post structured as a list, often with numbered or bullet-pointed items.
- Purpose: Easy to scan and digest, great for sharing tips, ideas, or ranked recommendations.
- Example Titles:
- 10 Best Travel Destinations for 2025
- 5 Must-Have Gadgets for Remote Work
2. How-to Posts
- What it is: A step-by-step guide that teaches readers how to accomplish a task.
- Purpose: Provides actionable instructions, often enhanced with images, videos, or examples.
- Example Titles:
- How to Make the Most of a Business Trip to Tokyo
- How to Make the Perfect Cup of Coffee at Home
3. Comparison Posts
- What it is: A side-by-side evaluation of two or more products, services, or concepts.
- Purpose: Helps readers make informed decisions by weighing pros, cons, features, and differences.
- Example Titles:
- Magic: The Gathering vs Lorcana: Which Trading Card Game is Better?
- iPhone vs. Samsung: Which One is Right for You?
4. What-is Posts
- What it is: An explanatory post that defines and elaborates on a topic.
- Purpose: Educates the audience by breaking down concepts, trends, or terminology.
- Example Titles:
5. Case Studies
- What it is: A detailed analysis of a real-life example or success story.
- Purpose: Showcases proven results and insights based on actual experiences.
- Example Titles:
- How Company X Increased Their Sales by 200% in 6 Months
- Case Study: How a Small Blog Became a 7-Figure Business
6. Product Showcases
- What it is: A blog post that highlights a specific product, its features, and benefits.
- Purpose: Helps potential buyers understand the value of a product before purchasing.
- Example Titles:
- The Ultimate Guide to Apple’s New MacBook Pro
- Why You Need This Skincare Product in Your Routine
7. Thought Leadership Posts
- What it is: Opinion-based articles where an expert shares insights, trends, or predictions.
- Purpose: Establishes credibility and authority in an industry or niche.
- Example Titles:
- The Future of AI in Marketing: What to Expect in 2030
- Why Traditional Marketing is Dying & What You Should Do Instead
8. What Not to Do Posts
- What it is: A post that highlights common mistakes and how to avoid them.
- Purpose: Helps readers learn from the failures or pitfalls of others.
- Example Titles:
- 5 Social Media Marketing Mistakes You’re Probably Making
- What NOT to Do When Starting a YouTube Channel
9. Beginner’s Guides
- What it is: A foundational article designed to help beginners understand a topic.
- Purpose: Provides step-by-step guidance and explanations for those new to a subject.
- Example Titles:
- Beginner’s Guide to Investing: Where to Start
- A Beginner’s Guide to Graphic Design
10. Interviews
- What it is: A blog post featuring insights from an expert, influencer, or industry leader.
- Purpose: Brings unique perspectives and expert knowledge to the audience.
- Example Titles:
- Interview with Elon Musk: The Future of Space Travel
- How This Entrepreneur Built a Million-Dollar Business from Scratch
Each of these formats is best suited to a different type of information that you might want to showcase to your audience. It is well worth taking the time to look into which one would be best for your blog post, as there are some you may never use and some you might find yourself using most of the time because they fit your style.
