Would you read the newspaper if there wasn’t any titles? Would you read the newspaper if there wasn’t any sections? would you read the newspaper if it was a single block of text? Would you read the newspaper if the presentation was different everyday? I don’t think so. Then, tell me why so many bloggers don’t structure their posts?
Too many “one block” articles
I see too many “one block” articles around the bloggosphere and I don’t think it is a good practice. What is a “one block article”? It is basically an article that is not spitted in different paragraphs, so it is a one paragraph 1200 words article. What’s wrong with that approach? I can tell you this will turn down a lot of readers because let’s admit it: there’s no way you’re going to catch the reader’s attention with such a post. As a reader, when you land on a post, you like to have a feeling of what the post is about and you might also want to read only certain sections of the article. This is perfectly normal because before spending 10 minutes reading an article, it is nice to have an overview of what the post is about and if you only have 2 minutes ahead of you, you might just want to read what interest you.
Structuring is branding
Structuring your posts the same way every time is part of your branding strategy. Branding doesn’t always mean to do awesome/out of the ordinary stuff, it can be as simple as being consistent. You know, people will get used to your writing style and will get used to the way you structure your posts. There has to be no doubt that it’s you who wrote the article and the only way to achieve this is by being consistent with your writing style. When I say having a t-shirt or business cards is important to brand your business I really mean it, but as bloggers the only thing we have is our content so why not brand it?
If you are a daily/weekly reader you’ve probably noticed how I structure my posts. I like to write short paragraphs with a very simple writing style. You know, I don’t blog to win a Nobel prize, I blog to share my knowledge and whatever is on my mind. I strongly believe that to share information in this fast Internet Business, that information has to be straight to the point and ready for immediate consumption. But you know, that’s my way of doing things: “Cut the crap”. Your way might be to go with very long and complex sentences and if it works for you then that’s perfect! But if you’re wondering why nobody leaves comments, it might be because nobody understands your articles!
What’s your approach when it comes to structuring your posts? Do you always use the same format or are you constantly changing? Do you have a style? Tell me.