{"id":24130,"date":"2021-10-05T03:05:45","date_gmt":"2021-10-05T07:05:45","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=24130"},"modified":"2021-10-11T04:00:04","modified_gmt":"2021-10-11T08:00:04","slug":"are-you-still-using-a-150-year-old-content-writing-structure","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/10\/are-you-still-using-a-150-year-old-content-writing-structure\/","title":{"rendered":"Are you still using a 150-year-old content writing structure?"},"content":{"rendered":"<h2>The inverted pyramid was born during the Civil War<\/h2>\n<p>At about the time these Union soldiers were marching off to war, journalists invented the traditional inverted pyramid news structure.\u00a0(Let\u2019s pause and ponder that for a moment: The structure you use every day for your blog posts, intranet articles, web pages and emails is more than 150 years old.)<\/p>\n<figure id=\"attachment_24131\" aria-describedby=\"caption-attachment-24131\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24131\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/are-you-still-using-a-150-year-old-content-writing-structure\/content-writing-structure\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"content-writing-structure\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How old is your writing structure? &lt;\/strong&gt;The inverted pyramid was invented when these guys were doing battle during the Civil War. Photo credit: Library of Congress&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-24131 lazyload\" title=\"Content writing structure\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" alt=\"Content writing structure\" width=\"600\" height=\"300\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24131\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/are-you-still-using-a-150-year-old-content-writing-structure\/content-writing-structure\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"content-writing-structure\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;How old is your writing structure? &lt;\/strong&gt;The inverted pyramid was invented when these guys were doing battle during the Civil War. Photo credit: Library of Congress&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-24131\" title=\"Content writing structure\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png\" alt=\"Content writing structure\" width=\"600\" height=\"300\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/content-writing-structure-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-24131\" class=\"wp-caption-text\"><strong>How old is your writing structure? <\/strong>The inverted pyramid was invented when these guys were doing battle during the Civil War. Photo credit: Library of Congress<\/figcaption><\/figure>\n<p>Reporters invented the inverted pyramid in the late 19<sup>th<\/sup>\u00a0century, the product of a then-new communications technology \u2014 the telegraph, which was invented in 1854. (Let\u2019s pause and ponder\u00a0<em>that\u00a0<\/em>for a moment too: The structure you use every day for your blog posts, intranet articles, web pages and emails was created for sending Morse Code!)<\/p>\n<p>The telegraph meant that for the first time, reporters could get war stories home from battle without engaging a man on horseback to take the story home. That made the Civil War one of the golden ages of war reporting. For the first time, readers could learn about battles before the soldiers came home from war. They could find what was happening in the war zone in real time \u2014 or in what passed for real time back in the day.<\/p>\n<p>Before the telegraph, reporters told war stories as chronological, human-interest narratives:<\/p>\n<h5 class=\"standalone\">Two great armies meet on a hill. The first shot is fired;<br \/>\na man goes down on this side. Another shot is volleyed,<br \/>\nand a soldier dies over here.<\/h5>\n<p>But what happens to a telegraph wire that runs along the ground during a ground war? Bullets hit it, corpses fall on it, cannonballs land on it and the wire gets cut. Send a chronological story over a telegraph wire, and it could get interrupted at any point \u2026<\/p>\n<h5 class=\"standalone\">Two great armies\u00a0\u2014 <em>RRRRIPPPP! <\/em><\/h5>\n<p>\u2026 and the story is over.<\/p>\n<h3><em>Hierarchical replaces chronological order.<\/em><\/h3>\n<p>So reporters started telling stories in hierarchical order:\u00a0<em>The blue team won! <\/em>\u201cOh, I have more time; what a luxury.\u201d\u00a0<em>Twenty men died!<\/em>\u00a0\u201cEven more time; isn\u2019t that nice?\u201d And on and on until the story got out or the wire got cut, whichever came first.<\/p>\n<div class=\"padding-div\" style=\"width:80%; margin: 20px 30px 30px; border:1px solid black; padding: 5px 15px;\"><strong>An early inverted pyramid lead<\/strong><\/p>\n<p>One of the earliest inverted pyramid leads, according to journalism historian David T. Z. Mindich:<\/p>\n<figure id=\"attachment_24042\" aria-describedby=\"caption-attachment-24042\" style=\"width: 350px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24042\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/are-you-still-using-a-150-year-old-content-writing-structure\/associated-press\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" data-orig-size=\"350,195\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"associated-press\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Photo credit: Public domain via Wikipedia&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press-300x167.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" alt=\"\" width=\"350\" height=\"195\" class=\"size-full wp-image-24042 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png 350w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press-300x167.png 300w\" data-sizes=\"(max-width: 350px) 100vw, 350px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 350px; --smush-placeholder-aspect-ratio: 350\/195;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"24042\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/10\/are-you-still-using-a-150-year-old-content-writing-structure\/associated-press\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" data-orig-size=\"350,195\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"associated-press\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Photo credit: Public domain via Wikipedia&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press-300x167.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png\" alt=\"\" width=\"350\" height=\"195\" class=\"size-full wp-image-24042\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press.png 350w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/07\/associated-press-300x167.png 300w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/noscript><figcaption id=\"caption-attachment-24042\" class=\"wp-caption-text\"><\/p>\n<p style=\"text-align:right; font-size: 11px !important; font-style: italic; line-height:125%;font-family: Helvetica, Arial, sans-serif; color: #000000;\">Photo credit: Public domain via Wikipedia<\/p><\/figcaption><\/figure>\n<p style=\"text-align:center;\">To The Associated Press: Washington, Friday, April 14, 1865<\/p>\n<h5 class=\"standalone\">The President was shot in a theater to-night and perhaps mortally wounded.<\/h5>\n<\/div>\n<p>The evolution of typesetting reinforced the pyramid. Editors dealing with columns of lead found it much easier to cut stories from the bottom rather than tweak them from the middle.<\/p>\n<p>Today, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-writing-structure\/\">more than 25 years of research<\/a> tells us that while the inverted pyramid worked beautifully for distributing information over a telegraph wire, it does not work so well with a little subset of your audience known as humans.<\/p>\n<div id='MC-CYR-GBTIP' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-23\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>What structure draws more readers?<\/h3>\r\n<p>Writers say, \u201cWe use the inverted pyramid because readers stop reading after the first paragraph.\u201d But in new research, readers say, \u201cWe stop reading after the first paragraph because you use the inverted pyramid.\u201d<a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><\/p>\r\n\r\n<p>If the traditional news structure doesn\u2019t work, how should we organize our messages?<\/p>\r\n\t\r\n<p>Master a structure that\u2019s been proven in the lab to outperform the traditional news format at <a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><strong>Catch Your Readers<\/strong><\/a> \u2014 a persuasive-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>There, you\u2019ll learn an organizing scheme that grabs readers\u2019 attention, keeps it for the long haul and leaves a lasting impression.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>The inverted pyramid was born during the Civil War<\/p>\n","protected":false},"author":6,"featured_media":24131,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[70],"tags":[484,228],"class_list":{"0":"post-24130","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-story-structure","8":"tag-chronological","9":"tag-human-interest","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are you still using a 150-year-old content writing structure?<\/title>\n<meta name=\"description\" content=\"How old is your writing structure? 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