Website

Outline: How to Create a Killer Post Structure

Check out some tips to plan and structure your post easily and efficiently!

Your business has a blog and needs content. In many cases, starting from “blank paper” without a structure or post planning can be a long and often wrong path.

In many companies that invest in content, it is not uncommon to get stuck in their processes and cost to get out of place. And this is more problematic when there is time, effort, and dedication invested in posts that often don’t work very well. There are still, in most cases, revisions, edits, new revisions and more edits that cause more time and human resources to be used with less results.

But all is not lost, most of these negative points can be avoided with a better planned and structured post. Issues such as unnecessary investments in time and effort end up decreasing, and content production gains momentum and generates great results.

Blue World City has selected some tips to plan and structure your post in an easy and efficient way.

1 – Choice of theme

At first, think more broadly. You can get ideas for your theme through Brainstorm and then organize them. It is still possible to go further. For you to go deeper into the subject, we selected the post How to reach the perfect themes for your content, in it we quote 6 sources to create a theme with exclusivity.

Gather all the ideas and then follow in specific areas, this will help, a lot, to define the theme for your post. Always target a specific keyword for each post within your theme. This makes your page more relevant to Google and makes your reading more objective for those who visit your blog.

In this case, to use as an example, we chose “Introduction to Google AdWords” and we will develop it for the rest of the post.

2 – Choose an author

Do you understand all areas of your business in-depth? The answer will likely be no. That’s when your company’s expert on the subject comes into play. He may not be a natural copywriter, but his knowledge can help with the topic and expand to several others in the same niche.

Here at Resultados Digitais, we use the strength we have in different areas of the company to have different authors, each with different expertise. This makes our posts richer and with differentiated content. And in your company, who can help you?

The ideal is always to determine, based on the theme, who has the most knowledge and practical experience to contribute. In times of great competition in content production, the acquired know-how and the ability to be able to find the path of the stones in the text, and already foreseeing the obstacles that your potential client will face, can be a great differential.

3 – Creating a good Briefing

Most of the failures when writing the post is actually the result of a difference in expectations between what the company expected and what the author followed. Lack of information and clarity in planning tends to have this side effect.

The Briefing is the initial document that will delimit and guide the path that the author will follow with the theme. Not having a briefing is like being without a map and having a short time to go through a city full of streets and information. A good briefing works like a GPS signalling the shortest way to write the post.

Below we indicate some things we think the briefing should contain:

Problem x opportunities

Define very clearly what is the main problem or opportunity you are looking to present with your post and why it is relevant to the potential customer.

Think about what impact you want to make and what the person who didn’t read didn’t know and will come to know by consuming that content.

Note that the idea here is to unfold the theme of the past into something more targeted.

Definition of personas

Remember that for each type of product or service your company can have a different persona. Hardly a company has only one type of target audience. To understand a little more, we recommend our Persona post: how and why to create one for your company.

Include in the briefing who the persona of that post is, that is, who the author is writing for. This should be reflected in the examples used in the text, the tone of the language and the context in which the problem/opportunity is presented.

Text style

We at Resultados Digitais use a light and accessible language. We do not seek to use “techniques” in an exaggerated way. Of course, in many cases terms are necessary, but the clearer the easier the understanding, the more fluent our conversation.

You also need to set the tone of your message as well as some conventions. Indicating a writing manual at the briefing can help the author feel more relaxed and confident that he will deliver something as expected. We recommend reading the post 9 super tips to create a content production manual for your company’s blog

After defining the parameters of the Briefing, let’s go to the planning and structure of a post.

4 – Creating the post structure

Having a planned structure for a post is not always an easy task. To help, we have selected 6 steps that can help, streamline and give more quality to your posts.

Step 1 – Define a title

It is the most important step in this entire process. You need to have a clear understanding of what you’re going to write before you start defining your post.

Spend your time working on a straightforward, easy-to-understand title for your blog. But don’t waste time trying to refine your title right now. This can be done later, and it will be even easier to do this once your text will be complete making your ideas for the final title easier.

When you finish your text, write 10 to 20 titles, then make a selection (choose the 5 best) of the ones you think are most pertinent and take it to your team’s vote to choose the best one.

You can have more information in our posts How to write post titles that attract clicks and attract visitors, here you will see effective tips for the titles of your posts.

Step 2 – Write down different topics for your post

Write down all the things you want your readers to know in this post. These will probably not always be the main topics. Keep in mind that you are going to gather here all the things your readers know by the end of the reading.

This is the only time in the entire process you will not be concerned about organization. At this point just let your ideas flow naturally. Get all your ideas out of your mind (even if they are weird or out of the final context). Putting them out now makes it easier to think about building the post and makes them not appear later during the rest of the process. We take as an example here the theme “Introduction to Google AdWords”.

  • What is Google AdWords?
  • Advantages of advertising on Google AdWords
  • Search results for com
  • AdWords and SEM
  • Top Mistakes When Using Google AdWords
  • Most common terms in Google AdWords
  • How to Auction on Google AdWords
  • Ranking and placement on Google AdWords
  • Ad Types in AdWords
  • Google AdWords vs. Google AdSense
  • How to use keywords in Google AdWords
  • Images and Google AdWords
  • Videos and Google AdWords
  • Campaign Structure in Google AdWords
  • Analysis Tools in AdWords
  • Examples of Business Usage in AdWords

Step 3 – Break these topics into larger sections

Now, let’s gather all these ideas and put them into broad topics. Think of it as a triage where those ideas go into some boxes. Every thought belongs in a different box. From your inspiration, you should have above some great themes. Sometimes one of your central ideas in your brainstorming will be a theme in itself, but usually several point ideas will fall under one general theme. You might also notice that there’s a theme that you might not have any boxes to organize, but the post definitely has to do with it.

There is a recommendation on the number of topics to be used. But it really depends on what kind of post you are writing. If you have a theme that is long and comprehensive, you may need 4, 5 or more. If it’s a quick post, less threads 2 or 3 would be ideal. But if you need a reference, 3 or 4 topics are a good size.

So if we’re writing this post about “Getting Started with Google AdWords”, we’ll have the following topics:

  • 1- What is Google AdWords?
  • 2 – How does it work?
  • 3 – Types of Ads
  • 4 – How to create an ad
  • 5 – Measuring the results

 

Step 4 – Add more subtopics at some points

At this point, you can see that there is possibly an imbalance in your topics. Some points have some subtopics, others very few, and maybe others don’t at all.

Now is the time to fill in the blanks. What did you miss in your initial inspiration? Thinking about what’s missing is always difficult, but it will help to improve your final post a lot. Don’t forget to reinforce your introduction as well. Have a great topic that you think you prepared to develop the article.

Below shows how the outline evolved and what is coming closer and closer to being a post:

1- What is Google AdWords?

    • History of AdWords
    • Advantages of advertising
    • Difference between organic and paid results

2 – How does it work?

    • Auction Form
    • CTR
    • Quality Ranking
    • Common Mistakes When Bidding

3 – Types of Ads

    • Keywords
    • Display Network
    • AdWords vs. AdSense

4 – How to create an ad

    • Structure of a campaign
    • Choosing your keywords
    • Creating an ad
    • Mobile ads

5 – Measuring the results

    • analysis tool
    • Google Analytics
    • Other tools

 

Step 5 – Review, remove and rearrange details in each topic

Now comes the editing part. You’ve already done the hardest part of thinking and structuring your ideas. It’s time to squeeze your outline to include only the most relevant information.

Review the subheads and rearrange them to tell the story in a more logical and didactic way. Cut out subheads that do not add value to the reader at this time. This is a good reference to remember if you are not sure whether to delete something or not.

Notice what we’ve taken in our outline:

1- What is Google AdWords?

  • Advantages of advertising
  • Difference between organic and paid results
      1. – How does it work?
  • Auction Form
  • CTR
    • Quality Ranking

3 – Types of Ads

    • Keywords
    • Display Network

4 – How to create an ad

    • Structure of a campaign
    • Choosing your keywords
    • Creating an ad

5 – Measuring the results

    • Google Analytics
    • Other tools

Next, we’ll rearrange the rest of the subheads. Note that now we’re going to turn some of the subheads into subhead topics (the dots underlines ). Here’s what we’ve sketched so far:

1- What is Google AdWords?

    • Advantages of advertising
      • Cost X benefit
    • Difference between organic and paid results
      • Organic – SEO
      • Paid – WITHOUT

2 – How does it work?

    • Auction Form
    • CTR
    • Quality Ranking

3 – Types of Ads

    • Keywords
      • Automatic Extensions
      • Manual Extensions
    • Display Network
      • Use of images, what do you use?

4 – How to create an ad

    • Structure of a campaign
    • Choosing your keywords
    • Creating an ad

5 – Measuring the results

    • Google Analytics
    • Other tools
      • Free Tools
      • Paid Tools

Step 6 – Include links, data and other annotations

This is a good time-saving tip. Once fully closed and the outline refined, you should focus on examples and data to support your ideas. Once you find a source to support your arguments, just add them as a note below the topic, so that when you stop to write it, everything will be organized.

Finally, insert notes you can’t forget when writing your post. Maybe you’re writing it right now, or maybe you don’t have time to “forget” and come back after a few days to reread and adjust. But regardless, having these details in your sketch will make sure you don’t miss anything. We’ve italicized the annotations and clickable links for reference. See how the final result turned out.

1- What is Google AdWords?

    • Advantages of advertising
      • Cost X benefit
        • https://resultadosdigitais.com.br/blog/como-definir-quanto-investir-em-uma-campanha-de-adwords/
    • Difference between organic and paid results
      • Organic – SEO
      • Paid – WITHOUT

2 – How does it work?

    • Auction Form
    • CTR
      • https://resultadosdigitais.com.br/blog/como-usar-landing-pages-segmentadas-para-diminuir-os-custos-de-campanhas-de-adwords/
    • Quality Ranking

3 – Types of Ads

      • Keywords
        • Automatic Extensions
        • Manual Extensions
          • https://resultadosdigitais.com.br/blog/extensoes-de-anuncio-no-adwords-como-usar-e-para-que-servem/
      • Display Network
        • Use of images, what to use?
          • Capture image from AdWords and Digital Results

4 – How to create an ad

      • Structure of a campaign
        • Request graphic for design
      • Choosing your keywords
      • Creating an ad
        • Don’t forget to quote the Digital Results webinar

5 – Measuring the results

    • Google Analytics
    • Other tools
      • Free Tools
      • Paid Tools

Conclusion

There are several ways to write and structure a post with results. The most important thing, in addition to the planning we talked about here, is to make your readership have a great experience and want to come back more often to acquire even more information about your content. As we did in this post.

Hope you liked it =)

Regards and see you next post!