How to structure a blog post

How to structure a blog post

A step-by-step guide on how to structure a blog post for your website. Follow this guide to make sure your blog posts are properly structured. We'll go over things like headline writing, formatting, and what to include in your blog posts to make sure they're effective and engaging for your readers.

Table of Contents

If you’re new to blogging, or even if you’ve been blogging for a while, it’s important to know how to structure a blog post. In this ultimate guide, we’ll go over everything you need to know about how to structure a blog post, from the headline to the conclusion. We’ll also give you some tips along the way on how to make your posts more readable and engaging. So let’s get started!

What is a blog post and why should you write one?

A blog post is a piece of writing that is published on a blog. A blog is a website that contains a collection of blog posts. Many business websites have a section dedicated to blog articles. Including this one.

There are many reasons why someone might create a blog post. For example, they might want to share their thoughts and ideas on a particular topic, or they might want to inform and educate their readers on a particular issue. There are also many different types of blog posts, such as opinion pieces, how-to guides, news stories, listicles, and personal narratives.

Blogging is more than a platform for sharing ideas. It’s an opportunity to share your expertise, connect with your clients, and promote yourself as a leader in your industry. That’s why blogging is so important for business.

By writing about your experience, you demonstrate the knowledge you’ve gained. Furthermore, your goal is to create valuable content for your target audience. If you’re a loss assessor, you could write about how your skills and experience enable you to make a full claim for compensation on behalf of your client. Or if you’re a tax accountant, you could share your expertise by explaining complex tax regulations. 

The possibilities are endless. If you don’t have the time to do this yourself, you can outsource your content creation. A professional copywriter will craft an article that fulfils your business objectives while providing value for money.

The 5 steps to take before you start writing

Structure is important, but it’s not the only thing that matters when it comes to writing the perfect blog post. Before you start writing, there are a few things you need to do first.

1. What is your objective?

Defining your objective will help you figure out what kind of content you want to write about. It can be anything from sharing an opinion on a certain topic, to promoting a product, or just giving advice. 

Note: You should be following a content strategy. This gives your website purpose and ensures you always create content that is relevant for your business and your potential customers. Your article should also have a unique angle and follow your style guide.

2. Define your audience

Who are you writing for? This may seem like a no-brainer, but it’s important to keep your audience in mind throughout the entire writing process. You’ll also want to consider which stage of the customer value journey you are creating content for. Are you creating awareness or are you trying to close the deal?

When you know who you’re talking to, it’s easier to choose what information to include and what to leave out.

3. Choose your topic

Now that you have an idea of who you’re writing for, it’s time to think about what you want to write about.

When you’re brainstorming ideas for your blog, think about what you want to write about and what your audience wants to read. What will be interesting to them? What do they care about?

If you’re stuck, try thinking about some common questions people have in your industry or niche. Consider the problems or pain points your target audience have and how you are the solution to those problems.

4. Do your research

Once you’ve chosen a topic, it’s time to do your research. You should start by doing keyword research. This will ensure you create a well optimised article that should boost your search rankings. Follow these keyword research tips if you’re just starting out. 

What are your competitors writing about? Competitor research is vital if you’re managing a business blog.

By taking the time to research, you’ll make sure you have all the facts. You’ll also be able to include your unique position on the topic. This could position you as a thought leader in your industry. 

5. Create an outline

Now that you’ve done your research, it’s time to create an outline for your blog post. This will help you organise your thoughts and make sure you hit all the important points. A good outline will also make the writing process go much smoother.

Discover why professional copywriters can help structure your blog posts.

What are the 4 major components of a blog

There are four major components that every post should include: a catchy headline, an introduction, the main body, and a conclusion.

1. Headline (or blog post title)

A headline is a brief, attention-grabbing statement or phrase that summarises the main point of an article or blog post. You need a headline because it’s one of the first things that a reader will see and it should give them a clear idea of what the article is about. A good headline can also help to draw readers into the main blog content. Check out these 10 tips for crafting effective titles.

2. Introduction

An introduction is a short paragraph that gives the reader an overview of the main points of the content. The benefit of writing an introduction is that it helps to capture the reader’s attention and gives them an overview of the content. The idea is to give them a compelling reason to read on. 

3. Main Body

The main body of an article is where the author expands on their main idea or argument. This is where they provide evidence, examples, and explanations to support their point.

The main body is typically divided into various headings and sections that fully develops or explains the topic in sufficient detail. It should be clearly structured, logical, and well-written in order to keep the reader engaged.

4. Conclusion

The conclusion is typically a summary of the main points covered in the piece. In some cases, the conclusion may also include a call to action or further exploration on the topic.

Optional Extras

5. Media – images; video; audio; graphics.

Most blogs will include at least a featured image. You should include relevant images throughout the article if feasible. This will help to improve the reading experience.

If it adds value, try to incorporate any media that will keep the reader engaged. Use charts, diagrams or infographics to explain complex information. 

6. Categories and Tags

A taxonomy is a way of organising the content on a website. A blog category is a way of grouping together similar blog topics. A tag is a way of labelling a piece of content on your blog or website.

Depending on your Content Management System (CMS) or website publishing tool, you may be able to include categories and tags with your content. 

For example, “digital marketing” would be a category and “facebook” could be a tag.

It’s good practice to include internal links within your content. This could be to other articles you’ve written or to your business services. If you quote statistics or information from other websites you should link to the original source. 

8. Comments – These are optional.

Blog comments can encourage engagement with your readers. However, you may prefer to interact with your audience on social media. 

By incorporating these elements, you’ll be on your way to crafting engaging, well-rounded content that your readers will love.

How do you structure a blog post?

When it comes to blogging, structure is key. A well-structured blog post is easy to read, informative, and engaging. Here are some tips on how to structure a blog post:

  • Start with a catchy headline that accurately reflects the content of your blog post.
  • Create a powerful opening paragraph that will grab readers’ attention and make them want to read more.
  • Organise your thoughts and ideas into clear, concise paragraphs.
  • Use helpful formatting techniques, such as bullet points and lists, to make your blog post easy to scan.
  • Include a call-to-action at the end. This could encourage readers to sign up to your newsletter or to read another article.

The skills used to structure a blog post can also be applied to writing a case study for your business.

How to write a blog post

With the basics out of the way, let’s get into the nitty-gritty of how to structure a blog post. Here are the core elements you need to include in every post:

The Headline

The headline is the most important part of your blog post. Why? Because it’s the first thing people will see. You need to write a compelling headline. A good headline will be attention-grabbing and give people a taste of what your content is about. 

The job of a headline is to help readers understand why they should care about your content. If your headline doesn’t capture the imagination, people will move on to something else.

So how do you write a great headline? Start by thinking about what your readers want to know. Then, use strong words that pack a punch.


  • How to [do something] that [brings a rewarding benefit]
  • How to earn extra money while you travel the world
  • Learn how to write a kick ass article that generates profits for your business
  • 23 ways a content strategy can improve your business

Bonus tip: write your headline at the end. This will make sure you can come up with a catchy title that draws the reader in. 

Learn how a professional copywriter can help structure a blog post to engage readers and drive conversions.

The Introduction

The purpose of an introduction is to introduce the reader to the main idea of the piece. It should be brief and to the point. It should be no longer than a few brief paragraphs. A good guide is to follow the length of a meta description or the length of an excerpt. 

The Main Body

The main body is where you flesh out your ideas and provide more detail. This is where you’ll do most of your writing. The main body should be long enough to cover all the important points, but not so long that the reader gets bored or loses interest. 

Here are 6 tips to keep the reader engaged:

  1. Use headings to create structure
  2. Keep paragraphs short
  3. Write in plain English
  4. Use your voice
  5. Let it be the length it needs to be
  6. Use compelling imagery to break up sections

The Conclusion

The purpose of a conclusion is to sum up the main points for your reader. The most important point to consider when writing a conclusion is to focus on the key messages you want to communicate to your reader. It’s your last chance to make an impression on them.

Be sure to end on a strong note that will stick with readers long after they’ve finished reading. Ideally, you should include a call-to-action (CTA). Depending on your objective this could direct your reader towards the next step in the sales funnel.

How long should a blog post be?

There is no definitive answer to this question as it depends on the purpose of the blog post and the audience it’s targeting. A shorter blog post might be more appropriate if you are trying to communicate a quick update or some simple information, whereas a longer blog post might be better if you are trying to share a detailed story or provide in-depth analysis.

As a guide, your blog post can be anywhere between 500 and 2,500 words. However, some bloggers will write longer, more thorough articles if and when the need arises.

Should a blog post contain images?

In a word, yes! You should have at the very least a featured image. This is the image at the top of the page and is often seen on a listing page or when shared on social networks.

It is good practice to include images within your content. This helps to improve the reading experience and can help to keep the reader more engaged.

How do I design photos for my blog?

The first thing to remember is that you don’t have to be a graphic designer to create images for your website or blog. There are lots of free stock image websites where you can find the perfect image for your story. 

If you are writing about the service or products your business provides, you can take photos with your phone. An interior designer might capture the finished scene from their latest project. A cake decorator might be writing a step by step guide on how to create the perfect birthday cake. In this case they would share photos of the process. 

But you don’t have to be an expert photographer. You can use screenshots or create graphics using a tool such as Canva or Glorify. Just remember to keep the image relevant.

Tip: Use the images you create to help promote your posts via social media channels.

How many images should a blog post have?

The simple answer is ‘as many as it needs’. 

Where do you put pictures in a blog post?

I would recommend you use images to break up sections. If an image helps to explain your content, then by all means include it in the body. 

Types of blog posts: what can you write about?

The type of content you can create for a blog post is only limited by your creativity. However, these are the standard types of blog posts you will often see on business websites. 

  1. How to content
  2. Listicles (or a list post or a bulleted list)
  3. Reviews
  4. Case Studies
  5. Beginner’s Guides
  6. FAQs
  7. Tutorials
  8. Industry News and Company News
  9. Product Comparisons (A vs B)
  10. Resource Lists
  11. Problems and Solutions
  12. Behind-the-Scenes
  13. Infographics; Photos; Charts; and Diagrams
  14. Video and Audio – Podcast Episodes & Videos (with supporting text based article)
  15. Guest Posts
  16. Expert Roundups
  17. Interviews with industry experts
  18. Whitepapers
  19. Checklists
  20. Templates
  21. Webinars
  22. eBooks
  23. Workbooks or Worksheets
  24. Cheat Sheets
  25. Promotional content e.g. Testimonials / Success Stories

SEO Keyword Research

For professional writers, it’s not enough to write a quality blog post. They must consider search algorithms and make sure that their content is optimised for search engines.

If you’re writing business related blog content, you’ll also need to know how to do SEO keyword research. This is where you use keyword research tools to find relevant keywords for your article. These are the terms or phrases that people use when searching online for information related to your topic.

This research helps you to determine how popular those terms or phrases are. This is called search volume, which is basically the estimated monthly searches for that term. This is a good indicator of the volume of organic search traffic that you are competing for. If you’re just starting out, it’s a good tactic to target low volume keywords. These will be easier to rank for and will compete for that all important top spot.

You will use keywords in your blog post title, meta description, and main body. You should include a keyword within your hypertext links whenever possible. Hypertext is any type of text that links to another piece of text. This could be an internal link: ‘find out why keyword clustering is a technique used by SEO experts’. You should also try to include external links, especially if you are quoting from another website.

Including hypertext links provides additional context for readers. However, keep in mind that too much emphasis on keywords can lead to poor readability and usability. 

The goal is to optimise all of these elements so that search engines can index and rank your content. That way, when someone searches for the terms you’ve chosen, you have a chance of competing for the top of the search rankings.

But businesses can use keyword research for another purpose. 

If you want your business blog to be successful, you need to understand search intent. This gives you valuable insights into the demands of your target customers. Marketers like to use the phrase ‘know your audience’. What this really means, is that you want to know how to connect with your audience. You want to understand their problems and what solutions they are searching for. Keyword research can help to provide these answers. 

Did you know: Implementing SEO strategies is crucial when structuring a blog post for maximum visibility.

You can use these insights to develop content to help meet your objectives established in your content marketing plan. By understanding the search intent of your prospects, you can then create content for each step of the customer value journey.

The search algorithm is always changing

One thing to note is that you can never stand still when you are writing a business blog. Search algorithms are constantly evolving and human nature changes. Therefore it’s important to keep your content up to date and to ensure you are constantly striving to satisfy the needs of your customer. 

The most important thing to remember when writing your blog post is to create something valuable for your reader. You should always strive to write a high quality blog post.

Get more eyes on your blog post: content marketing & social sharing tips

We’ve discussed how you can use search engine optimization to drive traffic to your website, but what other ways can you let people know that you’ve written the perfect blog post?

Content marketing is a strategy that businesses use to create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Content marketing can be used to create brand awareness in a number of ways. For example, businesses can use content marketing to:

  • Publish blog posts and articles (like this one!) that educate consumers about the business and its products or services
  • Create infographics, videos, or other types of visual content that can be shared across social media and other websites
  • Develop helpful resources, such as e-books, white papers, or checklists, that consumers can download in exchange for their contact information
  • By creating and sharing high-quality content, businesses can not only attract new customers, but also build trust and credibility with their existing audience.

Sharing your blog post on social media requires a bit of planning. Yes, you could simply paste the link and tweet that out to your followers, but what will that achieve? 

A good post will have lots of information that can be shared via social media. Try to come up with between 5-10 different ideas for how you can share information that your followers will find valuable and engage with. 

  • You can reuse or repackage the images from your post to accompany this text. 
  • You may even be able to create a presentation or a carousel that you can share.
  • We’re always told to create videos. Don’t just read your post on camera. Try to make a video by using the topic you’ve researched as inspiration. You can also embed this video within the article.
  • And remember, consistency is the key. Don’t just share your link once, do it multiple times over the course of a few weeks. Learn how you can create a content plan in as little as a couple of hours.


In conclusion, blog posts are a great way to share information with your readers, but they also give you the opportunity to express yourself creatively.

A blog post should be structured in a way that is easy to read and understand. By doing so you can ensure you are providing the best possible reading experience for your customer.

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