September 24, 2017

Blog post structure | Try a temple

New approach increases reading by 520%

“God is in the structure,” says Richard Preston, author of The Demon in the Freezer.

How to structure a blog post

Try a temple This structure grabs attention, helps readers understand and lets nonreaders get the gist of your blog post. Image by Oskar Vertitics

I agree. Once you’ve nailed your structure, writing becomes almost a matter of filling in the blanks.

For blog posts and many other online pieces, the best structure is not a pyramid. Rather, choose a structure that’s been proven in the lab to:

  • Attract 300% more readers and increase reading by 520% (Groove HQ)
  • Get more social media shares (Reuters Institute)
  • Boost readership, understanding, engagement, interest, satisfaction and more (The Poynter Institute, The Readership Institute, the American Society of News Editors and the Newspaper Association of America)

The temple blueprint

Call it the temple structure:

  • Its pointy top grabs reader attention, tells ’em what you’re going to tell them and gives them context to understand the big picture.
  • Its columns show the parts, making it easier for skimmers to skim and reinforcing key ideas for nonreaders.
  • Its base calls readers to action and leaves a lasting impression. That’s important: Because for readers, remembering is next door to acting.

Use this blueprint

Related stories

“Talk as yourself, not about yourself.”
— Dan Zarrella, viral marketing scientist, Hubspot

Get Clicked, Read, Shared & Liked

Learn to write blog posts, content marketing pieces and status updates that reach readers online

“The article I rewrote in Ann’s Master Class got nearly 3 times the average page views for our intranet home page stories. It was the second-most read story of 2016.”
– Michelle Esso, senior communications staff writer, Baker Law

How do you triple readership for your blog post? Get people to read 520% more of your story? Increase shares, likes and followers?

Hands on

Hands on Learn to write social media messages that travel the world, instead of staying home on the couch. Image by Corinne Kutz

The research is out there — some good, some bad, some simply ridiculous. We’ve sifted through the best of the best to come up with dozens of proven-in-the-lab best practices for writing social media pieces that travel the globe instead of just staying home on the couch.

Are you a social-media writer who would like to:

  • Learn how to identify which story angles readers want to read?
  • Get fill-in-the-blanks templates for building popular content marketing pieces?
  • Master the art of online storytelling to take advantage of the most powerful form of human communication?
  • Get targets for the most effective length of blog posts, Facebook status updates, tweets, Instagram and Pinterest captions, and YouTube descriptions, as well as online paragraphs, sentences and words?
  • Get your message across even to nonreaders?
  • Master these new skills with time for practice and feedback?

If so, our two-day social media-writing master class on July 27-28 in Portland is for you.

Last chance! Don’t miss this opportunity to learn the latest best practices in social media writing. This is the only social media-writing workshop we have scheduled for 2017.

Save $100 when you register by June 27.

“Simply life changing.”
— Jose Romero, product manager, online experience, Freescale Semiconductor

Polish your skills at these Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Get Clicked, Read, Shared & Liked - Ann Wylie’s online-writing workshop in Portland on July 27-28, 2017

Portland | July 27-28

Register for Cut Through the Clutter - Ann Wylie’s concise-writing workshop in San Francisco on Aug, 17-18, 2017

San Francisco | Aug. 17-18

Register for Master the Art of the Storyteller in New York: Ann Wylie’s creative-writing workshop in New York on Sept. 25-26, 2017

New York | Sept. 25-26

Register for Catch Your Readers in Kansas City: Ann Wylie’s persuasive-writing workshop in Kansas City on Nov. 16-17, 2017

Kansas City | Nov. 16-17

Register for Write For The Web and Mobile: Ann Wylie’s online-writing workshop in Miami on Dec. 11-12, 2017

Miami | Dec. 11-12

Rather bring Ann in to train your whole team?

Catch Ann on the road

Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Geneva: July 6
  • Johnson, RI: Aug. 7-11
  • Kansas City: Nov. 16-17
  • Memphis: Nov. 2
  • Miami: Dec. 11-12
  • Minneapolis: Oct. 3-4
  • New York: Sept. 25-26
  • Plano, TX: Oct. 19-20
  • Portland: July 27-28
  • Roseville, CA: Oct. 24
  • San Francisco: Aug. 17-18

Keep up with my calendar.

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