3 Ways to Master the Structure of High-Performing Articles

how to structure a successful article

Tips for Structuring Powerful Web Copy

Blogs are a content marketing must for businesses of any sector. As the popularity of digital content continues to grow, there is no excuse for sleeping on the benefits of blog and article writing. In this year alone, Hubspot found that blogs are amidst the top three mediums used in content strategies. Crafting articles for your business is an excellent way to establish authority, promote your product, boost website traffic, and show your consumers who you are! 

How To Structure Web Content That Wins

There is no one right or wrong way to write for your business. Yet, understanding the article structure that leads to the highest performance is essential for positioning your blog in front of your consumers, and even potential new leads. 

Multiple studies and marketing statistics have proven the effectiveness of paying attention to an article’s structural components. Here are 3 of the top structural factors that are pivotal to writing articles built for success! 

#1: A Catchy Headline Is Everything

Only about 20% of individuals reading your headlines will choose to click on your blog. That gives you a slim 2 in 10 chance to influence a consumer enough to feel compelled to read further. Because of this, it is essential to ensure that your  headlines have professional copy that is engaging and eye-catching. (Read our guide to writing killer headlines here!)

Here are three structural components of titles that have been proven to be effective in article writing:

List or Numbered Headlines

You may have noticed that this article was written using a list headline, and there’s a good reason why! Numbered/list headlines specify a concrete number of tips or content that will be provided in the article. List headlines are incredibly effective, gathering double the amount of traffic and social shares than other structures of headlines.

Ultra-Specific Headlines

The research has shown that longer article headlines, around 14-17 words, have been shown to have 76.7% more social shares than shorter ones. Longer headlines allow more time to explain to the reader what your content is going to be about, and allows more space for you to select impactful adjectives that will hook your reader. 

Ending Headlines With Question Marks

Imposing a question in your headline is a powerful technique to spark curiosity and show the consumer what answer they can expect to receive from the article. For example, beginning an article with “How do I become a strong writer?” directly indicates the purpose of the article: to give tips on writing. 

Article headlines with questions are found to have 23.3% more social shares than those without one. So, utilizing a question headline, especially a question that you can predict to be in the minds of your consumers, is a very worthwhile tactic.  

#2: Strength in Size: The Optimal Article Length

The length of your content is an important structural component to consider. While the length of your articles might depend on the amount of time or expertise you have to write them, a good rule of thumb is to value longer content over shorter content.

Perks of Longer Articles 

Though there are benefits to both long and short-form blogs (short blogs might sustain a readers’ attention quicker), the lengthier pieces are proven to be higher performers. SEMrush found that articles longer than 3000+ words had much greater shares (4x), backlinks (3.5x), and traffic (3x) than shorter articles! In addition to this, they also found that short articles were much more likely to generate zero shares (4.5x). 

Overall, long-form articles have many perks. They offer more room for SEO keywords and website links and give you the space to show off your credibility as a leader in your business sector. Although lengthier articles take more time and resources to complete successfully, the benefits are definitely worth the extra work in the long run. 

In order to keep lengthier pieces fresh and readable, keep your paragraphs short and snappy. 

#3: Pay Attention to Headings and Subheadings

You never want your reader to feel like they can’t follow your article. One huge bulk of text is not going to sustain readers’ attention and can feel overwhelming upon first glance. In general, the strategies behind the headers of your article are more important than you might think. Two tips for high-performing headings include:

Use H2 and H3 Tags

These are the subheadings that have been found to help articles perform 36% better than those without them. Subheadings are great for creating structure and organizing the contents of your writing. In general, they create a cohesive flow that improves your article’s readability and allows your reader to skim to find the most valuable sections for them.  

Utilize SEO Within Headings

With about 64% of marketing professionals taking advantage of SEO, it’s no wonder that an article and subheading aren’t complete without integrating this strategy into the structure. Search engine optimization is strategically placing keywords within your headings to improve its rankings on Google or other search engines. 

Since the majority of consumers don’t look past the first page of search headings, getting as close to the top of the page is the ultimate goal. H1, H2, and H3 tags should aim to have some of these target words. Overall, keywords should be placed within your heading, subheadings, and into the content itself to improve your rankings most effectively. 

The Key To A Successful Article: Work With Us Today

The key to a successful article lies not only in the quality of the actual content that you are providing but also in the way that it is structured. Overall, understanding how to structure web content, though a difficult feat, can be the gateway to setting your work apart from your competitors!

Want some help with the structure of your next article? We are a team of copywriting professionals with experience in writing for a variety of content marketing platforms. We are seasoned pros at pinpointing the headings, titles, and content lengths that will elevate your articles to higher performance.