Written by: Rosemary Lafferty
Read time: 2 minutes
Wondering how to structure a social post so that readers will actually stop scrolling and read? Follow the following format to improve the “user experience” i.e. – how easy it is for the user to digest your post.
Below we discuss
1.Blog Post Title
Question or Statement that addresses a known customer Pain Point – the reader must see immediately why reading this post will help them….. improve their work/save time/reduce cost/make work run more smoothly etc
Includes keywords in the Title for SEO
Avoids industry jargon – uses lay person’s version of the wording
2. Graphic for your Post
Create a graphic that incorporates the title, an image and logo – it must convey the benefit of reading this post to the user within one second.
3. Written by
Name and Thumbnail photo of the author
4. Read Time
How long will it take the average user to read it? (Most readers can read 200 words per minute)
5. Introduction – What is (your topic) and why is it important?
Some readers might be new to what you are writing about. Obviously, if what you are writing about is well-known, you can skip the explanation and instead explain why your reader needs to know about this. Talk about the personal and/or business implications of understanding, employing, or using the topic you are writing about.
6. What you will learn/topics covered in this blog
This section should have numbered headings e.g. as seen in the post
7. The main body of the Article, divided into sections with subheadings
Divide the main body of the article into sections. Give each section a subheading and use keywords and synonyms of those keywords. For example, if you sell accounting software, use synonyms such as bookkeeping software, accountancy software, accounting IT systems etc. Your prospective client may not know the industry jargon to be sure to try to include as many versions of the keywords as possible.
Ensure that you set those headings as H1/H2/H3 in your WordPress post so that the search engines may find those headings.
Explain all industry terms/jargon in brackets if you are targeting users who will not understand these terms.
Give examples to illustrate your point
Throughout the post, give links to other relevant posts you have written. In those other posts, link back to this article. This is known as the Pillar – Cluster blog method and helps with SEO.
8. Links to related articles you have written
Provide further reading or resources for people just getting started who may want additional information. This section could include industry blogs, books, social media accounts for thought leaders, and/or suggestions for support/assistance.
Wrap up your blog post with a great closing. Remind your readers of the key takeaway you want them to walk away with and consider pointing them to other resources you have on your website.
10. Ask a Question
Stimulate comments by inviting readers to ask a question, give their opinion etc in the comments. Remember to always reply to comments as soon as possible. In some social media algorithms, the faster that comments occur on your posts, the more your post will be shown in news feeds. The volume of comments will also affect how many news feeds the algorithm will show your post.
Place “calls-to-actions” at the bottom of your blog post. These can include
Email the author – add a link to email address :
Visit our website – add your website link
Follow our LinkedIn Company Page – add your LinkedIn company page link
Sign up for our eNewsletter – add your website, eNewsletter sign-up page link
Connect with me on LinkedIn – add your LinkedIn personal profile n link
Not all readers will be ready to pick up the phone and start the buying process. However, we don’t want them to read the article and then not take any step closer to buying from you (we want this post (i.e. a touchpoint) to create another touchpoint.
12. About the author
Add a short bio about the author – including the author’s experience and qualifications.
13. Company Logo
Add your company logo at the foot of the article if it is being shared on social media. If it is on your website, you can leave out the logo.
If you need help with your social media, give us a call 086 3061260 or email us on firstname.lastname@example.org