How To Structure A Blog Post For Improved Engagement

by Jason Smit

We live in a content-saturated world. 

Everyday we are exposed to loads of content from many different channels. 

Our content consumption behaviours are changing as we grow fatigued from content overload.

Switching from one content piece to another is commonplace.

Not reading an article or watching a video to the end is now the norm. In fact, research from Nielson Norman Group found that 79% of people just scan articles.

So, as a blogger, how can we ensure we keep our reader engaged until the end of the article?

Here are 5 tips on how to structure a blog post for improved engagement.

structure a blog post

How to structure a blog post in 5 easy steps

1. Use multiple headings

It’s important to break up your article with multiple headings.

This makes it easier on the eye. It also helps reframe the article and set new context as the reader progresses.

Make sure to use headings in a hierarchal structure.

That is: Title or Heading 1, followed by Heading 2, followed by Heading 3.

This article does exactly that.

heading blog structure

2. Keep paragraphs short

Nowadays, we're almost always writing content on a desktop device, but reading on a mobile device. 

This space disparity presents a challenge when structuring article paragraphs.

Typically you can double the amount of paragraphs on a desktop when viewed on a mobile device.

The old approach of writing university paper length paragraphs of 10 lines or more is not feasible. On mobile devices 20 lines of text is simply too much on the eye.

At Contentellect, we advise writing paragraphs of between 1-3 lines on a desktop. This usually translates into 2-6 lines of text on a mobile device which is optimal for easy reading.

I even like breaking up every sentence, like this one.

short sentence structure blogs

3. Use bold, italics and quotes

It’s important to utilise these text formats to stress the importance of a word or sentence

It also creates visual diversity which once again makes it easier on the reading eye.

Just don't go over the top.

The odd bolded word or italics phrase, used carefully can help land your point and engage a reader.

bold formatting blog post structure

4. Use media to break up text

At least every 250 words you should be using an image or video to break up the text.

This means when viewing an article on desktop there will always be an image in view.

Don't have good imagery?

Use copyright-free imagery from libraries like Pixabay, Unsplash and Pexels.

Or better yet, use memes. You may have realised we love using memes to communicate an idea.

blog structure short sentences

5. Keep sentences short

Always try and keep your sentences under 20 words long.

In fact, no sentence in this article is longer than 20 words.

Sometimes, just a word is enough.


Yes, really. 

These days it’s easy to lose focus when reading long, drawn out sentences.

Use full stops in place of commas as an easy method to make your sentences short.

blog structure tips

Now your turn

People are lazy when it comes to reading articles.

There are so many other shorter and more interesting pieces of content to consume.

Use the tips above to structure your blog post for better readability. I guarantee you'll see good engagement results.

Need help? Check out our blog writing service or see our professional content writing services.

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Jason Smit

Jason Smit is the CEO of Contentellect and believes that marketing success lies at the intersection of great content and quality links. With 15 years spent in agency environments, including Saatchi & Saatchi, Publicis Media and Performics, his experience is distilled into Contentellect's service offering. He holds a B.Com Marketing from the University of Cape Town and a PGDip. in Entrepreneurship.

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