How is the structure of a blog post from the RD (and how to apply it in the blog of your company)

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For a long time, the production of content on the Internet mirrored what was done in offline media. There are many examples of portals and blogs that reproduced exactly the same texts that were published in newspapers and magazines.

Over the years and with the massive increase in the internal links in the article body, creating more flashy titles , optimizing posts for search engines and other important techniques.

However, a detail that still goes beaten by many professionals is in relation to the contents of the structure itself – talking about business blogs, specifically.

Who produces content for the internet need to be aware of the player’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 make a much more dynamic reading than in other media. In fact, chances are many people are not reading this section and jump straight to the development of the article (if you’ve read comment below, in which case I’d love to be wrong).

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

In this post, I will rely on an example “home” and talk about all the items that make up the structure of a post of RD and give some tips on each.

If you look, you will realize that this post, for example, contains all elements that we will talk below. That are:

  • Title + summary
  • Introduction
  • Developing topics
  • Closure
  • Call-to-Action

If you want an example even more convenient, free download Template  How to structure a blog post  and use the model to gain productivity when writing your next post.

Title + summary

The title of the post is what determines whether people will click the link in your content or not. One of the things we recommend is that you think of your title only after writing the text, not to cause a break in anticipation. Once the product is ready, it is easier to create a title that is well connected to the content and that, moreover, is attractive. The same thing goes for the summary or hairline (the phrase used just below the title to explain a little better idea of ​​the post).

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

And why is this important? Because this way you can optimize the titles for the keyword focusing on Google search (which usually need to be shorter), as well as longer-term bonds and a little flashy for social networks.

To learn more read the posts:

  • How to write titles of posts that attract clicks and visitors gain ;
  • Why is it important to edit the Meta Description of posts and pages of your website .


Never underestimate the first words of a text, because the fact that you have made the user clicks to access your content does not mean it will read the article. Therefore, the introduction of your text need to get your reader to identify with the theme you are proposing.

If you do not present your content attractive way – even if he has a lot of quality – all survey work information and content development can be wasted because you will not be able to make it stay on the page.

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

  • Statistics:

9 out of 10 people checking emails every day. This data shows that …

  • A question:

You usually check your emails every day? But know that this is a habit …

  • Analogy:

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

  • Quote:

“The basis of emails is one of the most valuable marketing asset a company can have.” As well says Ricardo Palma …

  • Tell a story:

The year was 1994. The internet still crawling when I opened my first email. I, who used to exchange dozens of letters with friends and relatives living in other states, when first received a message, I was deeply moved. Added to this the fact that it is the email from a dear friend who was on exchange in Australia. Today, receive mail is so common that …

  • A polemic or controversial phrase:

The email did not die. Contrary to what most people think …

Developing topics

When we talk about reading on the Internet, many people still relate this reading with a book. But this is not how it works. Contrary to what happens in the books, if you write a long block of text and no emphasis on the Internet people will probably ignore your message.

This is because in the online world, people consume be multitasking. While visiting your site, talk to friends on any social network, answer your emails, looking for some information on search engines etc.

So it is necessary to create mechanisms so that readers are able to get the information easily, in order to maintain interest in your content. Otherwise, you may leave your page. And what you can do to make your more scannable content ?

  • Break the text into short paragraphs;
  • Use subheads;
  • Use bullet points (such as these);
  • Use bold, italics, quotes and other styles (but be careful not to pollute the text);
  • Incorporate other media (images, videos, audio, tweets, posts on Facebook and Instagram).

A simple way to develop topics is to write posts in the format list. It’s a kind of post that usually generate enough income. To learn more, read our article posts in a list 16 reasons for you to use this format in your blog .


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

So well complete its contents. Here at Digital results, it is quite common to use a chapter of “conclusion” to close the text and tie the ideas and suggest actions from the learning content. The idea is to recap what was said and reinforce the main purpose of the article.

Call-to-Action (CTA)

After the end of the text, it is often recommended to use a CTA just below the post. This is because, when finished reading, is indicated to lead the reader to take some action within your site to drive you for purchasing journey.

Here in the DR blog, we usually create CTAs for the player to download some extra material to read. But do not forget that you should not force the reader to do this, just driving it. If you do not have a complementary material on the subject, make a CTA as a comment on the blog, asked to share in the media or to subscribe to the newsletter.

At the end of the post, the CTA can be basically in two ways: a piece of text urging the reader to take an action – such as “if you want to learn more about this topic now download our eBook on X” – or a button with this same Function. You can even use both at the same time.

To learn more about CTAs read our eBooks eBook + 10 templates Call-to-action Customizable .

Bonus: but before writing …

… make an outline !

Above, we talked about the items that make up a good post structure that not only deliver the required value as well as become the most dynamic reading, facilitating the understanding.

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

Do not think about the title and abstract at the beginning. Do not start developing the product without having made an outline of the topics. As with any strategy Digital Marketing , the first step to write a post quality is planning it.

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

How to make an outline in 6 steps

  1. Open a blank document;
  2. Type what is the purpose of the article, what problem it will solve the persona. This is the first step to a good introduction;
  3. List some topics you will speak in this article.
  4. Within these topics, throw some ideas based on research you’ve done or own professional experience. Do not worry about form, the whole point here is to take the ideas of the head so you do not forget anything important later.
  5. Review the outline and see what makes sense and what is out of context with the idea of ​​the post.
  6. Write! Having something prefabricated to guide you will help combat the dreaded “white”, not to repeat ideas on other topics and do not forget anything important.

Want a practical example (template) of how to structure a blog post?

He understands the importance of planning your article before you start writing and how writing for blogs has some peculiarities that must be taken into consideration?

Well, we talked a lot in theory now to help you put into practice all the techniques shared in this post, we provide free  Template How to structure a blog post .

In the model, there is a blank sample (which you can fill with content you like) and an example commenting (with the outline we created to develop this very post).