{"id":25124,"date":"2022-07-07T11:29:06","date_gmt":"2022-07-07T15:29:06","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=25124"},"modified":"2024-01-18T10:50:40","modified_gmt":"2024-01-18T14:50:40","slug":"how-to-structure-a-blog-post","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/how-to-structure-a-blog-post\/","title":{"rendered":"How to structure a blog post"},"content":{"rendered":"<h2>WCB-Alberta takes on opioid addiction<\/h2>\n<p>I love it when my clients send me their rewrites after I present a writing workshop.<\/p>\n<figure id=\"attachment_30077\" aria-describedby=\"caption-attachment-30077\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30077\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/how-to-structure-a-blog-post\/how-to-structure-a-blog-post-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" data-orig-size=\"450,300\" 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=\"how-to-structure-a-blog-post\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Step by step&lt;\/strong&gt; Rethink your story with the feature-style story format. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/hand-establishes-wooden-cube-isolated-on-94902802&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Galushko Sergei&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" alt=\"How to structure a blog post\" title=\"How to structure a blog post\" width=\"450\" height=\"300\" class=\"size-full wp-image-30077 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30077\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/how-to-structure-a-blog-post\/how-to-structure-a-blog-post-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" data-orig-size=\"450,300\" 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=\"how-to-structure-a-blog-post\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Step by step&lt;\/strong&gt; Rethink your story with the feature-style story format. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/hand-establishes-wooden-cube-isolated-on-94902802&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Galushko Sergei&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png\" alt=\"How to structure a blog post\" title=\"How to structure a blog post\" width=\"450\" height=\"300\" class=\"size-full wp-image-30077\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-a-blog-post-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30077\" class=\"wp-caption-text\"><strong>Step by step<\/strong> Rethink your story with the feature-style story format. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/hand-establishes-wooden-cube-isolated-on-94902802\" rel=\"noopener\" target=\"_blank\"><em>Image by Galushko Sergei<\/em><\/a><\/figcaption><\/figure>\n<p>For one thing, it\u2019s gratifying to see that people\u2019s writing actually improves after I visit! For another, these pieces make great case studies in good writing.<\/p>\n<p>Workers Compensation Board-Alberta writer Caren did a wonderful job rewriting an article during my <a href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\"><strong>Catch Your Readers workshop<\/strong><\/a>. Notice how her rewrite:<\/p>\n<ul>\n<li><strong>Focuses the angle on reader benefits<\/strong>. Caren <a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/wiifm-communication\/\">moves from event to impact<\/a>. Her original story angle was WCB\u2019s new opioid claim rollout. The rewrite focused on how employers can help save employees from addiction and overdose by using the board\u2019s new resources.<\/li>\n<li><strong>Uses the<\/strong> <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-story-examples\/\"><strong>feature structure<\/strong><\/a>. This approach has been proven in the lab to be more effective at reaching readers. It also allows writers to plug and play their information into an existing format, saving time and effort.<\/li>\n<li><strong>Keeps the piece short<\/strong>. The revised piece weighs in at fewer than 200 words \u2014 <a href=\"https:\/\/www.wyliecomm.com\/2022\/06\/optimal-length-for-a-blog-post\/\">a one-minute read<\/a>. So you can use the feature structure even when you don\u2019t have a lot of space.<\/li>\n<\/ul>\n<p>Here\u2019s how she did it, with a great blog-post structure that works every time:<\/p>\n<h3>1. Lead<\/h3>\n<p>The original <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-leads\/\">lead<\/a> focused on background \u2014 in this case, a history lesson:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Throughout 2012, Medical Services and Customer Service worked together to improve the resources available to help claim owners effectively manage opioid claims. The result included new eCO enhancements and some minor changes to the management process, all designed to help claim owners manage these often challenging claims.<\/div>\n<p>There\u2019s a reason the feature structure places the background in the third paragraph, not the first. Background \u2014 otherwise known as the blah-blah \u2014 doesn\u2019t grab readers\u2019 attention.<\/p>\n<p>Instead, write a lead that hooks the reader with a <a href=\"https:\/\/www.wyliecomm.com\/2019\/09\/how-to-write-a-good-feature-lead\/\">startling statistic<\/a> or another concrete, creative, provocative lead. That\u2019s what Caren did in her rewrite:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">In Canada, overdose deaths involving prescription medications now vastly outnumber deaths from HIV. By some estimates, prescription drug overdoses have killed 100,000 North Americans over the past 20 years.<\/div>\n<h3>2. Nut graph<\/h3>\n<p>Caren didn\u2019t include a <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/nut-graph\/\">nut graph<\/a> in her original news story, because inverted pyramids don\u2019t have nut graphs.<\/p>\n<p>But in her rewrite, she puts the story \u201cinto a nutshell\u201d \u2014 and shows readers how they\u2019ll benefit from the piece:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Good opioid claim management can literally save an injured worker\u2019s life, but it isn\u2019t easy. Here\u2019s what you can do for your injured worker to help keep them, and you, on course.<\/div>\n<h3>3. Body<\/h3>\n<p>The original angle of the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-article-structure\/\">body<\/a> is how the sausage was made. It\u2019s not very interesting to clients whose employees are abusing opioids.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Business training facilitated information sessions to all Customer Service teams in November, referring to the analogy that the claim owner as the decision maker is in the driver\u2019s seat. Claim owners have the task of ensuring injured workers receive the services they need to return to work. In cases of severe injuries where a return to work is not possible, claim owners provide services to improve an injured worker\u2019s quality of life. The rollout focused on:<\/p>\n<ul>\n<li>Moving opioid claim management to a point where it is an integrated part of claim management;<\/li>\n<li>Establishing key measures that report on the status of opioid claim management;<\/li>\n<li>Increased director, manager, supervisor, and claim owner accountability;<\/li>\n<li>Improved consistency on how the policy is applied; and<\/li>\n<li>Updated opioid procedures, forms, letters, and the introduction of opioid-specific eCO enhancements.<\/li>\n<\/ul>\n<\/div>\n<p>Readers want to know, \u201c<a href=\"https:\/\/www.wyliecomm.com\/2022\/04\/whats-in-it-for-me-examples\/\">What\u2019s in it for me?<\/a>\u201d<\/p>\n<p>The revised body focuses on the readers\u2019 needs with a list of tips for dealing with the crisis:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<ul>\n<li><strong>Familiarize yourself with the Opioid Claim Management process<\/strong> by referring to Business Procedure 40.11. Refresher training courses are also available through Business Training \u2013 talk to your supervisor about registering.<\/li>\n<li><strong>Engage and empower your claimants<\/strong> \u2013 Know the clues of at-risk behaviour by using the Opioid Use Checklist (Form FM035AFC).<\/li>\n<li><strong>Let Opioid Claim Management tools guide you<\/strong> throughout the process. You\u2019ll find <u>business procedures, policy, letter templates, tip sheets and tutorial videos<\/u>.<\/li>\n<\/ul>\n<\/div>\n<h3>4. Wrapup<\/h3>\n<p>There\u2019s nothing wrong with this call to action, but it isn\u2019t very rousing:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Find out more about our tools and resources for opioid claim management including new tutorial videos.<\/div>\n<p>In Caren\u2019s rewrite, on the other hand, the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/how-to-write-a-conclusion-for-a-feature-article\/\">wrapup<\/a> is nice, neat and sweet:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Solid Opioid Claim Management prevents addiction and overdoses and in essence, can save a claimant\u2019s life.<\/div>\n<h3>5. Kicker<\/h3>\n<p>Here Caren ends with a bang and <a href=\"https:\/\/revvingupreadership.com\/2018\/12\/come-full-circle\/\" target=\"_blank\" rel=\"noopener\">comes full circle<\/a> by referring back to statistics in the lead:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">By following these steps, you can help your claimant avoid becoming an unfortunate statistic.<\/div>\n<h3>How to structure a blog post<\/h3>\n<p>Next time you start writing your blog post or social media post, try the feature structure. It\u2019s been <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-writing-structure\/\">proven in the lab<\/a> to get a lot of people to <a href=\"https:\/\/revvingupreadership.com\/2021\/10\/topple-the-inverted-pyramid-style\/\" target=\"_blank\" rel=\"noopener\">read your post<\/a> and <a href=\"https:\/\/revvingupreadership.com\/2021\/10\/which-structure-of-content-writing-gets-the-most-shares\/\" target=\"_blank\" rel=\"noopener\">share your post<\/a>. It\u2019s the best writing skill you can use to write successful blog content.<\/p>\n<p>Learn how to write feature stories, do keyword research for search engine optimization and more in our <a href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/\">online courses<\/a>.<\/p>\n<div id='MMC-Feature' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-83\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Feature-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/feature-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-structure-training-mmc.png\" alt=\"Feature-writing workshop, a mini master class\" title=\"Feature-writing workshop, a mini master class\" 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; 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\/writing-structure-training-mmc.png\" alt=\"Feature-writing workshop, a mini master class\" title=\"Feature-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Draw readers in with the best structure<\/h3>\r\n\t\r\n<p>Writers say, \u201cWe use the inverted pyramid because readers stop reading after the first paragraph.\u201d<\/p>\r\n\t\r\n<p>But in new research, readers say, \u201cWe stop reading after the first paragraph because you use the inverted pyramid.\u201d<\/p>\r\n\t\r\n<p>Learn a structure that\u2019s been proven in the lab to outperform the inverted pyramid at our <a title=\"Feature-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/feature-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>feature-writing workshop<\/strong><\/a>.<\/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\/mini-master-classes-home\/feature-writing-workshop\/\" 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\/mini-master-classes-home\/feature-writing-workshop\/\" 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>WCB-Alberta takes on opioid addiction<\/p>\n","protected":false},"author":6,"featured_media":30077,"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":[298],"tags":[333,357,263],"class_list":{"0":"post-25124","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-structure","8":"tag-feature-structure","9":"tag-lead","10":"tag-nut-graph","11":"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>How to structure a blog post<\/title>\n<meta name=\"description\" content=\"Step by step: Rethink 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