Anatomy of a Blog, Part 2: Key Elements to Improve Audience Engagement

Part 1 in this series "Anatomy of a Blog" covered types of content to create (visit this link to read Part 1). This second installment in the series addresses common elements found in the structure of a blog.

1. Banner: The banner should include your logo and any other imagery or design elements that tie into your company's branding.

2. Title: Your is one of the most important elements in terms of grabbing readers' initial attention to your blog. It should read like the headline of a newspaper article and be short and to the point, when possible.

3. Introduction: The introductory paragraph sets the tone for the blog, provides a brief overview of what the blog is about, and further captures readers' interest with the "Call to Action."

4. Call to Action (CTA): A CTA identifies who the content is geared to, why they should read it, and a specific action the reader should take.

5. Body: The body of the blog is where you share insights or tell a story. The body is typically broken down into sections with subheadings for easier readability.

6. Subheadings: Subheadings are used to break up the text into smaller, digestible sections. It also helps with SEO by making the content's keywords more scannable by search engines like Google--getting your business on the first page of search results.

7. Links: Hyperlinks are used to reference other sources and link to related content on your website (like the link above to the first blog), eliminating the need to include more text in the blog. 

8. Author Information: Many blogs include a section that provides information about the author, including their name, a brief bio, and links to their social media profiles or website.

9. Footer: The footer typically includes copyright information, privacy policy links, and sometimes additional navigation links.

10. Template: Use the above guidelines to create a template. Doing so ensures the consistency and brand integrity of future blogs.

Getting the structure of your blogs right is just as important as the content. A structured blog makes it easier for you to produce more content in a consistent manner. Stay tuned for next week's blog, the last in the series, where we'll review best practices for distributing blogs.

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