How to Format a Blog Post (The Strategic Way)
Co-Founder / CMO
When content creators think about writing a blog post, they think of the basics – throwing some thoughts on the page, using headers and paragraphs, or adding images. But that’s just scratching the surface.
What really matters is thinking about your strategy and your audience first.
In this article, we'll explore how to format your blog post with a strategic mindset. We'll examine how to use bits and pieces from your content marketing strategy to shape your post from the ground up.
I'll show you what to keep an eye on and how to make decisions that will really connect with your readers. So, let's get started.
Table of Contents
Why Does Blog Post Formatting Matter?
"Can't I just write my thoughts and hit publish?"
Well, you could, but here's the thing: good formatting can make the difference between someone actually reading your post or just clicking away.
When you land on a webpage and see a huge wall of text, doesn't it make you want to run for the hills? That's because our brains like things neat and tidy. Good formatting breaks up your content into bite-sized pieces that are easy to digest.
Smart formatting is just a way to guide your readers through your content, highlighting the important bits and keeping them engaged. And when your readers can easily follow along, they’re more likely to stick around, absorb your message, and maybe even come back from more.
How to format a blog post, STRATEGICALLY
Now, we’ll leave behind the usual advice you’ve probably heard a million times—“use headers,” “keep paragraphs short,” and “add visual content.”
We’re going to look at what bits and pieces to take away from your content strategy and incorporate them in your blog post formatting so that it aligns with your bigger goals and REALLY speaks to your audience.
Decide on your funnel stage
Alright, let's kick things off with the first step in formatting your blog post strategically: deciding on your funnel stage. A funnel stage is where your reader is in their journey with your brand or product. There are three main stages we're going to talk about:
- TOFU (Top of the Funnel);
- MOFU (Middle of the Funnel);
- BOFU (Bottom of the Funnel).
When you format for TOFU, you're casting a wide net. Your goal here is to attract as many eyeballs as possible, so you want your post to be super easy to skim and digest.
Why?
Because these folks are just browsing, maybe even stumbled onto your post by accident. If you hit them with dense paragraphs and technical jargon, they'll bounce faster than a rubber ball.
For MOFU content, your strategy shifts. These readers are actively seeking solutions, so they're willing to invest more time. Your formatting should reflect this by offering meatier content. Longer sections, more detailed examples, and comparison charts show that you understand their problem in depth.
Now, when it comes to BOFU, your formatting strategy is all about conversion. These readers are on the verge of making a decision, so every element of your post should guide them towards taking action. Clear, benefit-focused subheadings, strategically placed testimonials, and multiple calls-to-action throughout the post can make the difference between a sale and a missed opportunity.
The big picture here is:
By aligning your formatting with the funnel stage, you're optimizing every single post for its specific job in your overall content strategy. Your content will now work hard to move readers through the funnel.
But it’s not enough to just pick a funnel stage. Here’s what you should do next…
Pick your content type
So, you've figured out your funnel stage, awesome! Now it's time to choose a content type that fits your keyword. Each funnel stage has a few go-to content types that work best. These are like frameworks or templates that help you achieve a specific goal.
Let's break it down with some examples:
For TOFU (Top of the Funnel), you might go for:
- Evergreen guides are like the Swiss Army knives of content. They cover a topic broadly and stay relevant for a long time. For example, "The Ultimate Guide to Social Media Marketing" would be perfect for someone just starting to explore social media for their business.
- Tips and tricks posts: These are fun, bite-sized pieces of advice that people love to share. Think "10 Instagram Hacks You Never Knew Existed."
Moving to MOFU (Middle of the Funnel), you could use:
- How-to guides: These get more specific and detailed. Something like "How to Set Up Your First Facebook Ad Campaign" would be great for someone who's decided they want to try Facebook ads but doesn't know where to start.
- Case studies show your solution in action. For example, "How Company X Increased Their Sales by 200% Using Our Software" can be super compelling for someone considering your product.
For BOFU (Bottom of the Funnel), you might choose:
- Comparison posts: These help people make a final decision. "Product A vs. Product B: Which is Right for You?" can be the nudge someone needs to choose your offering.
- Alternative product posts: If someone's considering a competitor, a post like "Top 5 Alternatives to [Competitor's Product]" can put you in the running.
Now, here's where the strategy comes in.
Let's say you're writing about social media scheduling. If you're targeting TOFU, you might format this as an evergreen guide covering a wide range of social media use cases and scheduling purposes. For MOFU, you could turn it into a detailed overview of some of the best social media scheduling tools on the market. And for BOFU, it could become a comparison post between the top 5 schedulers, with a clear winner (hopefully, your product!).
The key is to match your content type not just to your funnel stage but also to your keyword and what your audience is looking for.
Analyze user intent
This step is super important, and I'll tell you why.
First off, user intent shapes how you format your blog post.
Think about it: someone looking to buy a product has different needs than someone just trying to learn about a topic.
If your reader is ready to make a purchase, you'll want to format your post with clear product comparisons, pricing information, and big, bold "Buy Now" buttons. On the other hand, if they're just starting to learn, you might use more infographics, step-by-step instructions, and links to other beginner-friendly resources.
Here's a real-world example: If the intent is to buy, you might format your post with a quick comparison table at the top, followed by detailed reviews of each product in question. But if the intent is to learn, you might start with an explanation of the topic and overview of it, then different aspects to consider.
Now, let's talk about the second reason user intent matters: tone of voice. You want to sound like you're on the same wavelength as your reader, right? If you're writing for FinTech founders looking for advanced CRMs, you can dive right into the nitty-gritty details. But if you're writing for those just wanting to explore the idea of a CRM, you'll want to explain things more simply and avoid jargon.
Here's where a lot of people mess up: they add unnecessary fluff.
Like, if you're writing about "top social media scheduling tools," don't waste time explaining what social media scheduling is. Your readers already know that – that's why they're looking for tools! Instead, get straight to the good stuff they came for.
Create a content brief
Alright, now it's time to take everything you've learned and put it into action. You're going to create a content brief that'll be your roadmap for an awesome blog post. Think of it as your game plan before you start writing.
You can do this yourself, or if you want to save some time, you could use a tool like Yahini to help you build a strategist-level content brief. Either way, here are the five essential steps you need to take when building out your brief:
Use headings strategically
Headings guide your readers and give them a quick overview of what to expect. Here's a pro tip: stick to H2s and H3s. Sure, H4s and H5s won't hurt your post, but they're often unnecessary and can make things look cluttered.
Think of your H2s as chapter titles in a book. Each one should lead your reader to the next part of your story. For example, if you're writing about "How to Start a Successful Blog," your H2s might be things like "Choose Your Niche," "Set Up Your Website," and "Create Engaging Content."
Your H3s are like subchapters where you dive deeper into each H2 topic. Under "Set Up Your Website," you might have H3s like "Pick a Domain Name," "Choose a Hosting Provider," and "Install WordPress."
Remember, your headings aren't just for looks. They should work together to tell a story and guide your reader through your content. If you can't explain how an H3 relates to its parent H2, it might be time to rethink that section.
Create scannable content
Let's face it, most people don't read every word of your blog post. They scan. So, you need to make your content easy to skim through.
Break up your text into short paragraphs. Aim for 2-3 sentences per paragraph. It might feel weird at first if you're used to writing longer paragraphs, but trust me, your readers will thank you.
Use bullet points and numbered lists whenever you can. They're great for summarizing key points or listing steps.
Like this:
- They catch the eye;
- They're easy to read quickly;
- They break up the text.
Don't be afraid of white space, either. It gives your readers' eyes a break and makes your content look less intimidating.
Lead the user towards a goal
Every blog post should have a purpose, a destination it's guiding the reader towards. This goes back to understanding user intent. Are they looking to buy something, learn how to do something, or make a decision?
Your job is to create a clear path from the beginning of your post to that goal.
For example, if you're writing a BOFU post comparing different products, you might start with an overview of the problem these products solve, then move into detailed comparisons, and end with a clear recommendation and link to purchase. Each section should logically lead to the next, all pointing towards that final goal.
Use copywriting frameworks
To help guide your readers towards your goal, you can use tried-and-true copywriting frameworks. These are like recipes for persuasive writing. Two popular ones are AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitate, Solution).
AIDA works great for promotional content. You grab their attention with a bold statement, build interest with intriguing facts, create desire by showing benefits, and prompt action with a strong call to action.
PAS is perfect for problem-solving content. You state the problem your reader is facing, agitate it by discussing the consequences of not solving it, and then present your solution. These frameworks can help structure your content in a way that naturally leads to your goal.
Place CTAs where it makes sense
CTAs are super important, but you've got to use them wisely.
It's all about balance.
For a BOFU piece, yeah, you're aiming for a conversion, but you don't want to come off as too salesy. A good rule of thumb is to have more sales-focused content in BOFU pieces but still include some helpful info.
On the flip side, for TOFU content, you want to focus more on providing valuable information and less on selling. Maybe include a soft CTA like "Learn More" or "Subscribe for Updates" rather than a hard sell. The key is to match your CTAs to where your reader is in their journey.
Now you know how to format a blog post strategically
Go ahead and give these formatting strategies a try in your next blog post. You might be surprised at how much of a difference strategic formatting can make.
Yahini offers you the strategic advice you need to create a content strategy from the ground up. Its AI has been trained by seasoned content strategists, providing you with expert-level content briefs right at your fingertips.
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