It’s unwise to merely dump a pile of unstructured information onto the laps of your audience, I was reminded in a coaching session for speakers – you need a structure. That structure, our coach added, isn’t necessarily linear.
Business blog writers can add structure by spreading one message across a series of blog posts, and also by using subtopics with a “read more” format, so that readers can select those aspects of a general topic most useful to them.
For both speakers and blog writers, there are different choices for how to structure information. Complex topics can be broken down into several parts and presented chronologically (according to time progression), sequentially (step-by-step instructions), or climactically (in order of ascending importance, building up to an important conclusion). There are problem/solution posts, compare-and-contrast posts, cause-and-effect posts, and evaluative posts discussing the pros and cons of a particular course of action.
Varying both sentence structure and length helps keep blog content fresh. In fact, the greater the variety in parts of speech used and in sentence construction, the more interesting the writing is likely to be. Changing from first-person narrative to third-person story-telling is yet another variety-adding tactic.
From a blog headline that commands audience attention, to a single, focused point or “moral”, to a final Call to Action rousing readers to take the next step, the secret power of any post can be traced to its structure!
Remember to make today a really special day,
Rhoda Israelov
Owner, Say It For You
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