A blog provides great substance for your social media marketing campaigns and regularly adds fresh content, which is something Google loves. More indexed pages equal more content, and more content equals a greater chance of being found for a search term related to your industry.

So having an integral blogging strategy for your business's website is vital for its success.

You may be the best author in the world but unless your blog post is structured in a way that is easy to read, it won't perform to its full potential.

Here's a look at the structure of a great blog post that encourages social sharing and increases traffic to your business's website.

The Skeleton

Let's think of the structure of your article as a skeleton—it's the bare bones to which you add flesh. Your audience may not notice that you've used a structure to organize your content, but it is guaranteed to translate well into conversions most of the time.

Here's why you need to use the skeleton:

  • Increased productivity. When writing, you'll spend less time messing around and more time writing the content. You'll leave the distractions behind and have a solid structure to work from.
  • More content. Because a rigid structure already creates the base for your blog post, you'll have more time to create content and less time needed to format the article.
  • Easier reading. An article that has mismatched bits of information can confuse your readers. They're likely to hop off your page and go somewhere that is more user-friendly—maybe even the site of your competitor!

1. Headline

Creating an eye-catching headline for your blog post that instantly grabs attention is often one of the trickiest parts of the entire blogging process. Get it wrong and people won't bat an eyelid. But get it right and you have the potential to reach thousands more people without paying extra money for providing additional marketing.

Headlines that feature a warning are the ideal way to grab the attention of an audience. They can employ a sense of urgency and panic, making readers want to click on your article immediately.

2. Introduction

The introductory paragraph (or sentence) of your blog post briefly explains what you're going to be talking about in the article.

This is the part where your main aim is to win across an audience. You want to convince readers that your article is worth reading and that it will teach them something they can't find elsewhere.

3. Body

The main body of your post should be the meatiest bit (where you add the most "flesh" to your blogging skeleton).

The body is the section in which you build on what what you stated in your introduction and include more detail. Here's where the majority of readers will come to find information surrounding the topic they searched for.

You'll also need to add the following elements into the body of your blog for SEO and user experience benefits.

  • Heading tags. Labeled in order of importance, Google adds some weight to the text, including in heading tags on your page. The heading tags can be used to tell a search engine what your article is about as well as to organize information in a way that is easy to read.
  • Excellent grammar. Before you even consider the SEO value that this new, fresh content may be bringing to your site, make sure that the article is written in proper English. Some 59% of website users admit that they would not use a company that hosted poor grammar on its website. That's a large amount of potential customers that you may losing! (We're not saying you must have an English degree and 10+ years of experience as a writer, but you should scrub up on your basic grammatical skills. Doing so can help your blog post to resonate with a range of readers.)

You only have a short time to make an impression, so make it a good one.

4. Conclusion

When wrapping up your post, consider writing a summary of the points discussed in the article. Your conclusion is also the ideal place in your blog post structure to convert visitors to your site into leads.

5. Call-to-Action (CTA)

A CTA is typically an image, a paragraph, or a button that prompts your audience to take some form of action.

Creating the actual action is up to you, but it is usually in-line with the main aim of your business's website. Some of the most common examples include inviting readers to contact your staff, sign up to a mailing list, or buy your product.

For example, Brafton demonstrated that implementing CTAs on its website increased its blog revenue by 83%. You may have the same boost as well.

* * *

Considering that companies that blog receive 97% more links to their website than those that don't blog, you're definitely missing out when your business doesn't use a great blog post structure.

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Five Crucial Elements of a Great Blog Post

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image of Sam Allcock

Sam Allcock is director and founder of Custard Online Marketing, a digital content marketing agency.

LinkedIn: Samuel Allcock