{"id":25128,"date":"2022-07-07T07:35:44","date_gmt":"2022-07-07T11:35:44","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=25128"},"modified":"2024-01-18T10:50:56","modified_gmt":"2024-01-18T14:50:56","slug":"blog-post-structure","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/blog-post-structure\/","title":{"rendered":"What\u2019s the best blog post structure?"},"content":{"rendered":"<h2>Credit Union explains EQ in a feature<\/h2>\n<p>\u201cAlways grab the reader by the throat in the first paragraph,\u201d said <em>Time<\/em> magazine reporter Paul O\u2019Neil. \u201cSink your thumbs into his windpipe in the second and hold him against the wall until the tag line.\u201d<\/p>\n<figure id=\"attachment_30082\" aria-describedby=\"caption-attachment-30082\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30082\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/blog-post-structure\/blog-post-structure-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.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=\"blog-post-structure\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Keep the reader engaged from the lead to the final kicker. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/word-cube-building-blocks-text-design-1913116204&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Pramoon Design&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png\" alt=\"Blog post structure\" title=\"Blog post structure\" width=\"450\" height=\"300\" class=\"size-full wp-image-30082 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure-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=\"30082\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/07\/blog-post-structure\/blog-post-structure-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.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=\"blog-post-structure\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Keep the reader engaged from the lead to the final kicker. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/word-cube-building-blocks-text-design-1913116204&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Pramoon Design&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png\" alt=\"Blog post structure\" title=\"Blog post structure\" width=\"450\" height=\"300\" class=\"size-full wp-image-30082\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/blog-post-structure-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30082\" class=\"wp-caption-text\">Keep the reader engaged from the lead to the final kicker. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/word-cube-building-blocks-text-design-1913116204\" rel=\"noopener\" target=\"_blank\"><em>Image by Pramoon Design<\/em><\/a><\/figcaption><\/figure>\n<p>How do you keep attention from the first paragraph through the tagline? Writing structure makes all the difference in how riveting your story can be.<\/p>\n<p>Just ask Kathleen Sullivan, communication manager at Local Government Federal Credit Union. During my <a href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-courses\/\"><strong>Get Clicked, Liked &amp; Shared workshop<\/strong><\/a>, Kathleen reorganized a blog post from the inverted pyramid into the feature structure.<\/p>\n<p>The feature approach convinces lots of people to read your post \u2014 and share your post. Plus, it\u2019s a step-by-step structure that shows writers clearly what goes where.<\/p>\n<p>Want to write successful blog content? What can you learn from Kathleen\u2019s original and rewrite?<\/p>\n<h3>1. Lead<\/h3>\n<p>The job of the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-leads\/\">lead<\/a> is to grab readers\u2019 attention and draw them in.<\/p>\n<p>In the original, Kathleen focuses on how the sausage was made \u2026 the abstract process behind the findings. Yaaaawn! Who cares about these interviews? Not me!<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">A self-made millionaire interviewed some of the world\u2019s wealthiest people \u2013 and others who are financially average \u2013 to ask about their relationships with money. His key takeaway?<\/div>\n<p>But Kathleen\u2019s revision gets me, the reader, into the story. Moreover, she sets up a surprising scenario that grabs attention and pulls readers into the piece.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Have you ever gone out to buy milk and come home with a new car?<\/div>\n<h3>2. Nut graph<\/h3>\n<p>The job of the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/nut-graph\/\">nut graph<\/a> is to tell readers where you\u2019re taking them.<\/p>\n<p>Inverted pyramids don\u2019t include nut graphs, so Kathleen\u2019s original story skipped this element too.<\/p>\n<p>But in her revised blog post, Kathleen encapsulates the main point in one quick, informal sentence:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">That\u2019s probably the influence of emotional intelligence, or EI, a force that guides many of our purchasing decisions.<\/div>\n<h3>3. Background section<\/h3>\n<p>In the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/background-section\/\">background section<\/a>, give readers information they need to know before they dive into the body of the story. That might be a definition, bit of context or history lesson.<\/p>\n<p>But background is also known as blah-blah. Don\u2019t let blah-blah get between your readers and your story: Keep this to one short paragraph.<\/p>\n<p>In her original version, Kathleen delivers too much background, at 270 words.<\/p>\n<p>And it\u2019s too technical: Adaptive regulation? A combined perceptive and cognitive integration of emotions? Correlated to a positive orientation? Negative early engagements? No, thank you!<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Most wealthy people think about money logically, while average people see money through the eyes of emotion. This conclusion may seem simple, but its implications are far-reaching.<\/p>\n<p>The adaptive regulation of emotion is called \u201cemotional intelligence.\u201d Psychologists say emotional intelligence is a combined perceptive and cognitive integration of emotions. A higher emotional intelligence is correlated to a positive orientation toward money and a greater sense of economic self-worth.<\/p>\n<p>When one\u2019s perception of money is rooted in a negative emotion \u2013 such as anxiety, guilt, or fear \u2013 impulsive and possibly destructive financial habits may follow. These perceptions are usually developed at an early age, when parents may unwittingly \u2013 or perhaps intentionally \u2013 share their own emotions with regard to money.<\/p>\n<p>Regardless of how you view money, individual positive or negative financial circumstances play a defining role in your life. After all, money can provide freedom, security and safety. The lack of money can leave you feeling vulnerable, trapped or frustrated with limited options in life.<\/p>\n<p>Since emotion is usually the fuel of behavior\u2019s engine, pinpointing the source of negative emotion toward money is vital. Research suggests that negative early engagements with money may have forced financial deprivation or perhaps, instilled the perception that money was an elusive but crucial element for happiness during one\u2019s upbringing.<\/p>\n<p>Once an intense reaction to money is identified, steps can be taken to control or even eliminate behaviors that sabotage financial security.<\/p>\n<p>The most effective way to improve emotional intelligence with regard to money is to identify, rather than avoid, a financial concern. Recognizing money woes or acknowledging personal financial irresponsibility is the start of building better EI.<\/p><\/div>\n<p>Kathleen\u2019s revised background section is still a little long for my taste. But at 109 words, it\u2019s 60% shorter than the original.<\/p>\n<p>Her words are also shorter \u2014 about 10% shorter \u2014 and easy to read and understand. Now it sounds as if she\u2019s telling me about this story on the elevator on our way to lunch.<\/p>\n<p>Even better: It\u2019s about me!<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">EI measures emotional self-awareness and the ability to control it. Experts say higher emotional intelligence points to a better relationship with money and a greater sense of self-worth.<\/p>\n<p>If your view of money stems from negative emotions \u2014 like anxiety or fear \u2014 harmful financial habits may follow. These ideas usually develop early, when your parents may have shared their own ideas of money.<\/p>\n<p>Regardless of your money view, your financial health plays an important role in your life. Money can provide freedom, security and safety. A lack of money can leave you feeling anxious or frustrated.<\/p>\n<p>Recognizing money woes or admitting financial irresponsibility is the start of building better EI.<\/p><\/div>\n<h3>4. Body<\/h3>\n<p>The <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-article-structure\/\">body<\/a> is where you develop your story.<\/p>\n<p>In Kathleen\u2019s original, the meat of the story \u2014 the tips \u2014 are buried under 296 words of abstraction.<\/p>\n<p>Plus, <em>do\u2019s and don\u2019ts<\/em> usually have a format: DO do this. DON\u2019T do that. But instead, Kathleen used nouns. Those aren\u2019t tips.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Psychologists also recommend the following do\u2019s and don\u2019ts list for improving EI:<\/p>\n<ul>\n<li><strong>Denial<\/strong>: Don\u2019t ignore signs of financial peril.<\/li>\n<li><strong>Escape<\/strong>: Don\u2019t fall back into patterns that reinforce unhealthy financial behavior. Most patterns \u2013 regardless of the damage they may cause \u2013 are still familiar and comfortable.<\/li>\n<li><strong>Awareness<\/strong>: Do stay aware of account charges, bank balances and other financial data that help you stay informed of your financial health.<\/li>\n<li><strong>Plan<\/strong>: Do create a proactive plan and establish goals. This will help to decrease the intensity of an emotional reaction to money and can improve overall EI.<\/li>\n<\/ul>\n<\/div>\n<p>In her revision, Kathleen gets to the meat of the story faster and adds more detail. She also formats the tips as tips, not as things:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\"><strong>Do\u2019s and don\u2019ts<\/strong><\/p>\n<p>Psychologists also recommend the following do\u2019s and don\u2019ts for improving EI:<\/p>\n<ul>\n<li><strong>Don\u2019t ignore hints of financial peril<\/strong>, like poor credit scores, calls from collections agencies or other signs.<\/li>\n<li><strong>Don\u2019t lapse back into unhealthy financial behavior<\/strong>. Patterns are still familiar and comfortable despite the damage they may cause.<\/li>\n<li><strong>Do stay aware of charges, bank balances and other financial data<\/strong> that help you focus on your finances.<\/li>\n<li><strong>Do create a plan with goals<\/strong>. This will help reduce the intensity of an emotional reaction to money.<\/li>\n<\/ul>\n<\/div>\n<h3>5. Wrapup<\/h3>\n<p>The job of 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 to draw to a conclusion. Do you have a call to action? It goes here.<\/p>\n<p>Here\u2019s Kathleen\u2019s original, packed with technical language:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Experts say that increasing emotional intelligence will have benefits for behaviors beyond the boundaries of money. Better emotional intelligence helps you stay aware of all behaviors in your life, critically assess your actions and align your behavior with your life\u2019s goals.<\/div>\n<p>Her revised piece is shorter and easier to read:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Experts say that increasing EI helps you stay aware of your behaviors and helps you align those behaviors with your goals.<\/p>\n<p>Improving EI also can help you avoid buyer\u2019s remorse today and achieve your financial goals tomorrow.<\/p><\/div>\n<h3>6. Kicker<\/h3>\n<p>The job of the kicker is to end with a bang, to leave a lasting impression.<\/p>\n<p>Inverted pyramids don\u2019t include kickers, so Kathleen\u2019s original doesn\u2019t, either.<\/p>\n<p>But in the revision, she ends with a bang in a concrete, creative provocative final paragraph. Notice how she comes full circle back to the top.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">And that may leave your biggest decision to be whether you buy whole or skim milk.<\/div>\n<h3>So what\u2019s the best blog post structure?<\/h3>\n<p>Writing structure is such one of the most important writing skills. Before you start writing a blog post or other social media piece, spend a few minutes organizing it into this structure.<\/p>\n<p>Whether you\u2019ve just started blogging or are already a pro:<\/p>\n<ul>\n<li>Start your content marketing piece with keyword research.<\/li>\n<li>Use the feature structure.<\/li>\n<li>Optimize your copy so search engines can find you.<\/li>\n<\/ul>\n<p>Whatever your topic, create a blog post that keeps readers riveted from the first paragraph to the last line.<\/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 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-->\n","protected":false},"excerpt":{"rendered":"<p>Credit Union explains EQ in a feature<\/p>\n","protected":false},"author":6,"featured_media":30082,"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":[12938,333,357],"class_list":{"0":"post-25128","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-structure","8":"tag-body","9":"tag-feature-structure","10":"tag-lead","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>What\u2019s the best 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