Written by: Rosemary Lafferty
Read time: 2 minutes
Wondering how to structure a blog or social media 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
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. For social media, this is possibly the first most important thing to get right in order to catch the eye of your prospects as they scroll down thier News Feed. On your website, use this graphic as the “featured image” so that it may show when your blog is shown in search engine results pages.
To see examples of excellent blog and social media graphics, check out the Content Marketing Institute
3. Written by
Name and Thumbnail photo of the author
4. Read Time
Indicate how will it take the average user to read your post or blog. (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.
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
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 or a link to their LinkedIn profile.
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.
Conclusion A well-structured blog or social media post will increase the chances that your readers will read your entire post.
View Rosemary Lafferty’s Profile here
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