How to Write a Blog Post, Win Readers and Produce With Consistency

How to Write a Blog Post, Win Readers and Produce With Consistency


For a long time, the production of content on the internet mirrored what was done in offline media. There is no lack of examples of portals and blogs that reproduced the same texts that were published in newspapers and magazines.

Over the years and with the massive increase in the production of content on the web, the scenario has been gradually modified. Professionals began to customize digital content more, inserting internal links in the body of the article, creating more eye-catching titles, optimizing posts for search engines, and other important techniques.

However, a detail that is still overlooked by many professionals is about the structure of the content itself – talking about business blogs, specifically.

Anyone who produces content for the internet needs to be aware that the reader’s behavior is not the same as when he is reading a newspaper or a book. On the internet, people are much more subject to interruptions and, therefore, they read much more dynamically than in other media.

Therefore, a detail that helps a lot in the production of content for blogs is having a predefined post structure. This helps not only the author to better organize the content, but also productivity, as it is much easier to develop ideas when they are clearly stated.

1. Title + Abstract

The post title is what defines whether people will click on your content link or not. One of the things we recommend is that you think about your title only after writing the text, so as not to cause a break in expectation. Once the article is ready, it is easier to create a title that is well related to the content and that, in addition, is attractive. The same thing goes for the summary or fine line (that phrase used just below the title to better explain the idea of ​​the post).

An important tip is that you can use different titles and abstracts for the different channels you use to promote your post. If you use WordPress, you can use the Yoast plugin for this purpose. It allows you to use one title and summary for SEO (Search Engine Optimization), another for your blog, and yet another for social media.

And why is this important? Because this way you can optimize the titles for the keyword with a focus on Google search (which usually needs to be shorter), and also longer titles and a little more flashy for social networks.

2. Introduction

Never underestimate the first words of a text, because the fact that you have made the user click to access your content does not mean that he will read the article. Therefore, the introduction of your text needs to make your reader identify with the topic you are proposing.

If you don’t attractively present your content – even if it has a lot of quality – all the work of gathering information and developing the content can be wasted, as you won’t be able to make it stay on the page.

But we know that often starting a text can be one of the most difficult parts of the production process. So you can start your text using:


9 out of 10 people check email every day. This data demonstrates that…

A question:

Do you usually check your emails every day? Well, know that this is a habit…


Checking emails daily is as common a habit as brushing your teeth for most people…


“The email base is one of the most valuable marketing assets a company can have”. As Richard Palmer says…

Tell a story:

The year was 1994. The internet was still in its infancy when I opened my first email. I, who used to exchange dozens of letters with friends and relatives who lived in other states, when I first received a message, was deeply moved. Add to that the fact that it was an email from a dear friend who was on an exchange program in Australia. Today, receiving emails is so common that…

A controversial or controversial sentence:

The email didn’t die. Contrary to what most people think…

3. Development on topics

When we talk about reading on the internet, many people still relate this reading to reading a book. But that’s not quite how it works. Contrary to what happens in books, if you write a long, unprofessional block of text for your blog, people are likely to ignore your message.

Related:   How To Become Successful Without Going Viral

That’s because, in the online world, people tend to multitask. At the same time, they visit your website, chat with friends on some social network, answer your emails, look for some information in search engines, etc.

Therefore, it is necessary to create mechanisms so that your readers can obtain information easily, to maintain their interest in your content. Otherwise, they may abandon your page. And what can you do to make your content more scannable?

  • Break the text into short paragraphs;
  • Use subheadings;
  • Use bullet points (like these);
  • Use bold, italics, quotes, and other styles (but be careful not to pollute the text);
  • Embed other media (images, videos, audios, tweets, Facebook and Instagram posts).

A simple way to develop topics is to write posts in list formats. It is a type of post that usually generates a lot of results.

4. Closure

After producing the content, you need to finish it. And it’s not because you’ve worked so far that you can write anything at the end of your text, leaving that feeling that something was missing, like that movie or book that doesn’t tell the end of the story well.

So, complete your content well. Here at Digital Results, it is quite common to use a “conclusion” chapter to close the text, tie the ideas well and suggest actions based on the learning of the content. The idea is to recap what was said and reinforce the main objective of the article.

5. Call-to-Action (CTA)

After the end of the text, it is often recommended to use a CTA right below the post. This is because, when you finish reading, it is recommended to take the reader to take some action within your website to lead them through the purchase journey.

Here on the RD blog, we usually create CTAs for the reader to download some complementary material. But don’t forget that you shouldn’t force the reader to do this, just lead them. If you don’t already have complementary material on the subject, make a CTA as a comment on the blog, request to share in the media, or subscribe to the newsletter.

At the end of the post, the CTA can be in two ways: a text snippet inviting the reader to act – such as “if you want to know more about this topic, download our eBook on X now” – or a button with the same occupation. You can even use both at the same time.

6. Make an outline

Above, we talked about the items that make up a good post structure, which not only delivers the necessary value but also makes reading more dynamic, making it easier to understand.

But before that, a tip to be more productive in the production of content is to create an outline. That is, before starting to write the post, make a skeleton with the topics that the article will contain.

Don’t think of the title and abstract right at the beginning. Don’t even start developing the article without first sketching the topics. As with any Digital Marketing strategy, the first step to writing a blog with quality is planning it.

At first, it may seem like rework, but from the experience, we have at RD, this technique has increased employee productivity, generated greater clarity of ideas in the content, and better organization of the post.

How to outline 6 steps

  • Open a blank document;
  • Write down what is the purpose of the article, which personal problem it will solve. This is the first step to a good introduction;
  • List some topics that you will talk about in this article.
  • Within these topics, throw in some ideas based on the research you’ve done or your own professional experience. Don’t worry about form, the big thing here is to get the ideas out of your head so you don’t forget anything important later.
  • Review the outline and see what makes sense and what is out of context with the post idea.
  • Write! Having something pre-made to guide you will help you fight the dreaded “white”, not repeat ideas in other topics and not forget anything important.

The Author

Oladotun Olayemi

Dotun is a content enthusiast who specializes in first-in-class content, including finance, travel, crypto, blockchain, market, and business to educate and inform readers.