Below is a simple blog post writing format for turning messy drafts into enjoyable reads. If you want a smart structure to organize thoughts in a logical and engaging way, then read on!
struggle to take can easily come up ideas for articles. They got a lot to say — smart quotes, little stories, and all kinds of bits of wisdom.
But, when it comes time to work that draft into something coherent, they get stuck. They often have idea overload, can’t find a logical structure for the content, and then get lost in thought — and the article doesn’t get published.
In this article, I will share a blog post writing format (six sections) for composing articles.
Blog articles can be amazeballs for marketing, but you gotta get them out there. When done well, blog posts build your credibility high, gain trust with potential clients, and get shared around the Web — thus bringing you traffic. Sadly, unfinished drafts won’t work.
But instead of a painful slog (I’ve been there), crafting good blogs can be fun. I’ve found that with these 29 topics for writing website content, a well-chosen blog title, and a logical layout (the format down below), you can put together posts that clients will love.
QUICK RE-REMINDER TIP! Before doing anything, figure out your title first. Use the mystery value technique to make sure it’ll be interesting to your readers and straightforward to write. If you don’t, you’ll likely make a hairy mess (I’ve seen it too often).
Here are the six sections:
- The Challenge
- The Summary
- The Solution
- The Examples
- The Takeaway
- The Invitation
Onto section 1 …
Section 1. The Challenge
No matter what you write about, your blog post should relate to a struggle that your client has — otherwise it won’t be relevant to them, and thus not attractive.
As you sit down to write, ask yourself, What specific challenge, pain, mistake, or obstacle is the reader facing that my article idea can help with?
And, if you have no ideas for the content yet, I’d encourage you to simply think about the common problems and sticky situations your clients often find themselves in — and then share ways to help them through.
DO THIS: In the first 1-3 paragraphs, outline the challenge your article will help resolve.
Also, if your topic is too general or too big like goal-setting, finding meaning, or succeeding in business, there will be too much to write about. That article becomes a college course. So narrow it down.
For example, a blog post titled, Three Tips for Choosing Better Friends When Breaking a Substance Addiction, will be easier to write than one titled, Friends and Addiction.
As another example, Four Ways to Motivate Your Lazy Staff Without Offering More Money would be better than the massive topic of, Employee Management.
Just like act one of a well-written play, set the stage for your article with a clear, specific challenge section. Readers love that.
Section 2. The Summary
Give people a quick summary so they know what to expect. This statement will also help you stay on track as you write.
DO THIS: Before you start sharing the body content, clearly state, In this article, I will blah, blah, blah about blah, blah, blah.
You are basically restating the title. If you scroll up above, you can see how I got you with it 😉
QUICK TIP: You can use this little intro when sharing your blogs on social, in groups, or to your email list.
Section 3. The Solution
This is the meat of the article. It’s the steps, suggestions, stories, tips, coachy questions — all the stuff you want to share to help the reader.
DO THIS: Write a screenful (a handful of paragraphs) of content to support each item of the solution.
Yes, I know coaching is not about giving solutions to clients. It’s about helping people find their own answers, indeed. For purists, let your items be thought-provoking questions, inspiring stories, or awareness-expanding ideas. Then Yoda you can, more be like. ;D
For example, if you’re a relationship coach writing the article, How to Rebuild Your Self-Esteem After a 10 Year Break-Up, then your solution section could include three topics:
- Stop beating yourself up for being human
- Start simple, small self-care immediately and start small
- Change your environment to foster growth
Or if you want to be more coach-like with questions, then they could be:
- Are you too hard on yourself? Unreasonable in any way? Or too easy? What might be making you feel bad about yourself?
- Are you feeling injured emotionally? Would self-care be helpful? What could you do to heal your soul? Do you think you might need some space to recover?
- Are there things in your environment that are bringing you down? Could you change your space to move you forward in life, happily, inspiringly?
Speaking of layouts, templates, formats, and structures, I put my best tips for content, design, and strategy in The Coaching Website Guide for your website as a whole. There’s a beefy chapter on blogging in there too. Have a look.
Section 4. The Examples
The Examples Section includes your client’s stories, your personal accounts, others’ experiences, research studies, or even fictional tales (movies or books) that drive home points made in the The Solution Section.
- For example, if you’re suggesting folks get crystal clear about one single goals, you could tell a story of how one client wrote 100 specifics about their goal and how that lead to it’s realization.
- You can also share success stories of clients who you’ve coached. I love this because it shows that you’re talented.
- Also, you can also share any special content like illustrations, poems, assessments, or diagrams that support the previoulsy made points.
These examples might show up in the previous section, The Solution Section, instead of afterwards. That’s fine too.
DO THIS: In The Examples section, share a few relevant examples that support your points in the Solutions Section.
Giving examples makes your articles unique, shows you’re a coach who has clients (credibility), and shows your savvy.
Section 5. The Takeaway
Here’s where you summarize the main point of the article again and the reason for taking the learning seriously.
DO THIS: Restate the key pain/struggle/challenge and the goals/desires/outcomes for taking action.
You can lead with “In summary …,“ or “In conclusion …,” or “Here’s the takeaway…”
Since this is a blog post and comments are possible, ask them to post a comment. You could challenge them with a 1-minute exercise and post their results in the comments.
Responses build your social-proof — a massive credibility builder.
For example, if you’re blogging about getting your staff to operate more autonomously, ask your readers about their experiences with employees like, So how did get your staff to be more autonomous? How have you let go of micromanaging? Do you need to get better at delegating? I’d love to hear what has worked (or not worked) for you. Please comment below.
Section 6. The Invite
For most new coaches blogging, and for whom the aim is to generate more leads. At the bottom of your articles is a great place to invite them to take a step.
DO THIS: Have a statement to lead your readers to get in touch with you for that free session.
It could be as simple as firing off an email to you at your address or filling out a form. Or it can get more complex with a free giveaway by joining your list.
But make sure there’s some way for them to get closer to you, to warm them up and see if there’s something hot they need coaching on.
A Few Examples
Example 1, Lisa
Lisa is a functional fitness and nutrition coach. I love how well she just “tells her story” naturally while referring to the blog post format in her article, How I Started Talking to God for Help With My Health and Fitness (opens in a new tab).
Example 2, Marianne
Marianne is a career coach in the UK who uses this blogging template to get great content out in three 30-minute sessions. Here’s one of her first articles, How to Avoid a Big Career Mistake So You Can Find Exciting Work.
Example 3, Graeme
I worked with Graeme a few years back, helping him get his website and content off the ground and well over the six-figure mark. Here’s one superb article Builders, Three Must-Haves In Your Building Contracts To Get Paid Every Time.
Example 4, Mitzi
Mitzi was a student from two courses I ran. She embraced the blog template wholeheartedly and repeated it until she became a sought-after expert on women, relationships, and living your dreams. Here’s one of her articles, 5 Ways to Keep A Healthy Relationship Healthy.
Remember, a solid blog post format helps you organize your ideas and engage your readers.
Use the six sections of this blog post writing format when crafting articles so that writing is a snap. Your visitors will appreciate it, and staying consistent in your marketing will so much be easier.
Have you been struggling to organize your articles? Have they been tough to sort out? Finding yourself all over the place? Or perhaps you’ve got a nice formula that works for you?
Please tell me about it in the comments below.
And hey, be sure to include your website address for a little boost in SEO around the term “coaching.”