The Anatomy of a Blog Post

Marcus Biggs

By Marcus Biggs

Published April 10, 2019
Updated February 15, 2024

1 min read


Like the cover of a book, appearance is crucial to the success of your content marketing.

Conceptualizing, writing, and publishing high-quality content can be time-consuming. Formatting the perfect blog post is relatively easy.

Here are a few tips to consider before publishing your next blog post:

  1. Short paragraphs

No need to apply traditional rules of composition when writing a blog post. Short sentences and paragraphs are easier to read and they draw emphasis to important points.

  1. Use subheadings

Breaking up content with subheadings helps readability. If you’re making a brief announcement, a single heading might do. But if you’re writing a 700-plus word article, you’ll likely need at least two or three subheadings to keep the content scannable.

  1. Include images

Your blog posts should contain at least one piece of visual content. Include an image or video to catch the eye of visitors so they aren’t overloaded with text.

  1. Use lists

Most web users don’t read. They skim. So if your topic can be formatted into a list, all the better. Or consider breaking up paragraphs that could be read as a bulleted list.

  1. Call to action

At the end of your post, there might be an opportunity to lead readers to action. For example, you could end the post with something like… “If this is something you’re experiencing, schedule a visit to our office.” Or to encourage patient referrals you might say, “Do you know someone who needs help in this area?”