Anatomy of an Effective Blog Post

Recently, my friend Philip Rothschild asked if I would write a blog post on “the anatomy of a 500-word blog post.” He said that he sensed I used some kind of template. He thought it might be something that would be valuable to others, as well as something he could use with his students.

Someone Drawing Lightbulbs on a Chalkboard Photo courtesy of ©iStockphoto.com/aluxum, Image #14314309

Photo courtesy of ©iStockphoto.com/aluxum

I do, in fact, use a blog post template. I don’t follow it slavishly, but I always start with it. It includes all the elements that I have learned make for an effective post. It also helps me write faster, because it provides me with a track to run on.

My blog post template consists of five components:

  1. Lead Paragraph. This is key. If you take too long on the wind-up, you will lose readers. You have to get into the premise of the post and make it relevant to your readers. After the title, this is the second most important component of your post.
  2. Relevant Image. I use images for the same reasons magazines do: I want to pull my readers into the post itself. Pictures do that. I get 90 percent of mine from iStockPhoto. (Click here for a 20% discount.) Occasionally, I use a screenshot or an embedded video or slideshow.
  3. Personal Experience. I always try to share my personal experience. Why? Because readers connect with stories. The more honest and transparent I can be, the better. In fact, my most popular posts generally come out of some failure on my part.
  4. Main Body. Everything to this point has been an introduction. I always try to make my main content scannable. I use bullets, numbered lists—and often both. This makes the content more accessible to readers and more sharable via Twitter and Facebook.
  5. Discussion Question. For the past few years, I have ended every post with a question. I don’t intend my posts to be a monologue. Instead, I want to start a conversation. As a result, I measure my effectiveness at this by how many comments I get.

I also follow a few overall rules when writing my posts:

  • Make the posts short. This is my biggest personal challenge. I have a tendency to be too thorough. Consequently, I aim for 500 words. This usually means I have to write the post and then go back and tighten it up.
  • Use short paragraphs. I try to stick to 3–4 sentences. If it’s more than this, the content looks too dense. Readers will give up and move on. (Notice how newspapers usually follow this rule.)
  • Keep short sentences. As a general rule, I try avoid compound sentences. A period gives the reader a natural stop—and a sense of progress as they pass one milestone after another. To quote a common copywriting axion, short sentences make the copy read fast.
  • Use simple words. I love language, so I am often tempted to use big words. However, I have learned to avoid this. My goal is to communicate, not to impress my readers with my vocabulary.
  • Provide internal links. I can’t say everything in one post, so I link to other posts where I have developed a thought in more detail. This has the added vantage of increasing my pageviews and session times. I think it is also genuinely helpful to my readers.

While your template might be different, it is worth outlining and tweaking as you hone your writing skills. This will allow you to write faster and more effectively.

Question: What does your blog post template look like? You can leave a comment by clicking here.
Disclosure of Material Connection: I have not received any compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

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  • Darrell

    My blog template looks exactly like yours…cause you are teaching me how to do it. What better way to succeed. Thank you

  • http://twitter.com/mcnairwilson mcnair wilson

    Very helpful post, Michael.

    My blogs need more structure, but I do have a couple of key goals: to INFORM (tell ‘em something of VALUE they may not know or direct readers to another site to expand their knowledge on a subject) and to INSPIRE. Creativity / inspiration are the over arching goals of my blog: TEA WITH McNAIR. The title pushes me to remember I want to be conversational. If we were having a cup of of our favorite beverage together, what’s on my mind and heart to day? And what are you up to…creatively?

    If there is a structure it is the one I use for speaking and teaching: have a clear OBJECTIVE. In other words, answer the question “WHY” this post. What do I want the reader to consider, change, try, or learn. I do not want to merely be a conduit for information however fascinating it may be. IF I am just giving stats I am merely making an announcement (in blogs and speaking). And, honestly. some times I get lazy and become an announcement conduit. I try not to “DUIT” too frequently. So, I am not just passing on the latest great narrative joke, or YouTube hit. That’s too easy , I have done that too much, and there are a “Brazilian” other blogs that do just that.

  • http://twitter.com/mrmarkmcdonald Mark McDonald

    Great posting. There are a few tips that I have learnt from being a loyal reader:
    1. Internal Links – this helps follow other thoughts without loosing my place in the blog
    2. Narrow blog topic – you cover one thought each time, for example there are many posts on twitter yet each post tells a different but valuable story.
    3. Obvious heading – many of your heading say what the post is about which lets me skim read or take a more detailed look, very helpful

    These have helped me with my blog and writing articles for work.

    • http://michaelhyatt.com Michael Hyatt

      These are excellent, Mark. Thanks.

  • http://twitter.com/MattBeard Matt Beard

    I don’t have a template, but I will be creating one now. You’re in good company when it comes to being too thorough. When you mentioned having to go back through and tighten up your post I was reminded of something Thomas Jefferson wrote to John Adams in an especially lengthy letter. I don’t recall the exact quote but it was something like, “Forgive me for this lengthy letter but I did not have time to write you a short one.” I always thought that was interesting.

    • http://michaelhyatt.com Michael Hyatt

      Yes, that is a great quote. I have also found in true in public speaking. It takes diligent preparation to make a shorter speech. Any fool can ramble on for an hour.

  • Monica

    I found this really useful. As a journalism student I’m really having to learn the power of blogging and how to effectively blog myself. Many of your points also fit with how journalists are supposed to write. Technology certainly is changing everything.

  • http://www.IntegrityVASolutions.com Katie Simmons

    I think people tend to skim posts anyway. If you keep your post short you will have a better chance of getting your whole post read. Plus with short posts, it makes you condense what you have to say without going on and on about it.

  • http://jeffgoins.myadventures.org Jeff Goins

    I use a similar template, but not with as much discipline as you do, probably. I pick a term or topic I want to focus on, feature it in the title, then reword it in the opening sentence or two, and then I jump into the content. I often recap the blog post with a summary statement or question to start a conversation. I’m moving more towards a simpler format, though – lists of ideas and bullet points for those who are busy and may not have time to read a lengthy post. Great tips, Michael!

  • http://twitter.com/lancecashion lance cashion

    Michael,

    Thanks for the information. I appreciate folks who share strategies that work. I use a template, but I think I’ve managed to complicate my process through endless tweaking.

    In any event, I have one question for you and anyone else who would like to provide advice/insight.

    Q. Do you recommend going back to old posts and making edits to the structure of a post to make them more ‘reader friendly’? I have a few old posts that are relevant, but could use some polishing.

    Thanks!
    Lance

    • http://michaelhyatt.com Michael Hyatt

      It depends. I don’t do it if I have a lot of back-links from other blogs, because it might screw up or make irrelevant their comments. What I prefer to do is write a completely new, updated post. Thanks.

  • benjaminkerns

    as a new blogger, this was such a gift. thank you for your clear and engaging writing.

  • http://LookingForPurpose.com Dylan Dodson

    You are completely changing how I have approached blogging, thanks for all your insights!

    • http://michaelhyatt.com Michael Hyatt

      Great! I am so glad.

  • Joey O’Connor

    All great points Mike. I’ve just developed a new blog last month and I am learning so much from your posts. Thanks for your leadership and willingness to share great ideas!

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  • http://twitter.com/ThatGuyKC K.C. Pro

    This is great! I’ve noticed you use a general template before (and have tried to incorporate some of it in my own blogging), but thank you for spelling it out. Already posted to facebook and forwarded to a few blogging friends.

  • http://mattlents.us Matt Lents

    This is really helpful! One of the best on this topic.

  • http://mattlents.us Matt Lents

    This is really helpful! One of the best on this topic.

  • Anonymous

    My general outline is very similar to yours. I have a real problem with getting the word count down to 500 though and I need to get better at setting up the discussion question. I’m doing a new webinar on blogging this month – hope you don’t mind if I use this, properly referenced and credited to you of course!
    Thanks,
    Jamie

  • http://brandonwjones.wordpress.com/ Brandon W. Jones

    Michael,
    This is a great post! It is very important to set up a template so that you can make the most effective use of your time. Thanks, Brandon

  • http://www.jonnywhitman.com Jonathan Whitman

    You’re absolutely right. Your blog gravitates me helplessly to respond!! I can’t help it, no matter hos in a hurry I am!!

  • http://findinggodsfingerprints.wordpress.com/ Erica McNeal

    Anyone know if the 500 words guideline is a good tool for professional blogs or is it best to use for personal blogs as well? Just trying to be most effective with what I’m writing about, but give enough detail! Thanks! =)

    • http://michaelhyatt.com Michael Hyatt

      There is no science behind this number. It is just my personal observation of the response of my audience. I would test varying lengths with your own audience.

  • http://www.embracepositivepassion.com Georgiana

    Thanks for all the great blogging tips ~ I hope to bring a touch of positivity to uplift and encourage everyone’s life as I write Embrace Postive Passion. Communicating in poetic verse rather than sentences of prose, brings tranquility and rhythm to my words. I also try to illustrate each post with attention-grabbing titles. Inspirational quotes are weaved into each post’s theme to incorporate the main meaning of it’s message. Hopefully my readers glean a bit of positivity and embrace it with others. :-)

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  • http://twitter.com/rejoicebeloved Rejoice Beloved

    I appreciate your template schema here. I use one myself. I like sub-headlines, for sections of my post, to use as guideposts for what topic is next. I do a reflective piece in the post too, much like the personal experience piece you mentioned. I also make it a point to use photography. I love photography and it really adds freshness to the post. It brings it to life. I make every attempt to use short paragraphs, as I don’t want to write too much. Or else, I’ll spread too much into a series piece. I also add internal links sparingly into my posts, although I leverage the tags as a cues for readers to continue reading about similar topics.

    Anyway, I want to begin adding the question at the end feature. I think this will encourage readers to have their say. I really want to start a discussion, especially about something as wonderful as our walk with Christ.

    BTW, I am also using your method for re-posting on Twitter. I see how you structure the tweet like this: Repost “Title of post” Teaser/hookline. Link. I am starting to re-post as I don’t want some topics that I’ve blogged prior to my debut on Twitter to get lost.

    Thanks!

    • http://michaelhyatt.com Michael Hyatt

      This is a good re-post template for Twitter. Thanks for sharing.

  • Marcy Alves

    I am new to blogging. Thanks for this helpful “template” blog.

  • http://twitter.com/BobEwoldt Robert Ewoldt

    I use a general template of introduction, exposition, conclusion, question. I try to use at least one picture in each post (because that can be used in a Facebook post), and sometimes a relevant video that people can watch that’s embedded at the end of the post.

    • http://twitter.com/BobEwoldt Robert Ewoldt

      Oh, and I also try to use bullet points and headings as much as I can, to make the posts scannable.

  • Amy Sanderlin

    This is very helpful and makes good blogging seem much more accessible for someone starting out. Thank you!

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  • David Grissen

    I’m just getting started with my blog, ThriveMentor.com which is targeting international workers out there with stuff hopefully helpful to them.  I’ve had 30 years in international work.  So your guidelines for a good blog are helpful.  I’ll implement them and see how it goes.

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  • http://www.jobetdelacruz.com Jobet dela Cruz

    Hey mike!

    Your blog is referred to me by a friend because she found your writings very helpful in many ways. This is the first one I’ve read from your entries, and I couldn’t agree more!

    I am a new blogger. I didn’t like the idea of  blogging before, because it takes a lot of time and GREAAAAT discipline (HAHA)!!! But after realizing that blogging is also a means for influence, I then decided to start one.

    I don’t know anything yet about this new journey I’m taking. And sometimes it becomes a burden instead of joy and privilege. Your site will be of great help to me!

    I’d love to have interactions with you (yea! I really hope so!!!)! Thank you so much for using your skills in writing to influence people! 

    Expect more comments from me! haha! :)

    Jobet 

    • http://michaelhyatt.com Michael Hyatt

      Great! Welcome to the blogosphere. The main thing is write and keep writing!

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  • http://sowinghope.net/ Michele Perry

    I tend to use story and analogy to share parables with simple lessons already woven within their context.  Real life metaphor, at time raw transparency and a bit of humor turn a blog post into an invitation to the reader to respond and embrace their own story on similar topic matter.  I also find it very helpful to create a “scan-able” post-within-a-post by strategically bolding key phrases I want to highlight to the reader.   I write to serve the readership that comes to eat at my table.  Personally, blogging is both an altar upon which to offer lay bare the stories of my journey deeper into God’s heart (fromtheunpavedroad.com) and a bridge to connect in dialogue with others as they embrace their own journeys each day (sowinghope.net).

  • http://itsakoolife.wordpress.com/ Rebecca Koo

    Finally, something from your blog I actually have something relevant to contribute! My sister turned me on to your blog because I just started my own a few months ago. 

    My writing is the soulful kind, much different than yours. And much of what I have to offer as a writer I have learned by hearing feedback from my readers. You say not to talk about yourself and I break that rule. However, what I find is that my writing is very relatable, so it’s more about the reader seeing themselves than me. 

    I always have a picture. I also try to keep my posts short. For a while I was feeling like I would be a “better” writer if I had a longer attention span but am encouraged to go even shorter when I read your recommendations. 

    I start of in the same place I end up and I introduce both of those things in the first paragraph or two. Often there is something in my concrete world that is relating to some internal stirring. Again, that all comes in the beginning. Kind of like the outline of a picture.

    The rest of the post is sharing with the reader how what I introduced to them weaves together as I have been making my way through life, and I give them a piece of my soul in the process. I wrap with both the beginning and the end again, only now the picture has been filled in a bit. 

    I try to end with a question, but I think it often sounds contrived or forced. 

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  • http://twitter.com/InverseDream Meg Davis

    There’s a word in your first point that confuses me: ”If you take too long on the wide-up, you will lose readers.” Do you mean “wind-up?”

    • http://michaelhyatt.com Michael Hyatt

      Yes, that was a typo. I have just corrected it. Thanks for pointing that out.

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