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Content Structure – Helping it receive well!
“If you can’t explain it simply, you don’t understand it well enough.” — Albert Einstein
Over the years, I have seen many a creators starting along with me and then dropping off the radar, eventually quitting.
I see that they have everything when they start.
- enthusiasm
- big life goals
- a fair idea of what to do
- and most of all they get started
But then why did they fail!
90% of the time, it is because they don’t spend enough time learning and improving.
They don’t spend enough time to understand what is working and what is not!
Instead I see them posting about why they don’t believe in following rules and guidelines.
..and one such piece is about content formats and content structure.
Even the most brilliant ideas fall flat if they’re buried under poor formatting.
A friend of mine, let me call him X, a couple of months back, shared an amazing marketing framework on LinkedIn. It is the kinds that could make a content go viral.
It could have been a game-changer for his network.
But the post?
It was a wall of text without a clear structure.
In fact, I was tired of reading it after the first 3 lines and wanted to just browse over.
The result?
Crickets.
X didn’t lack value; he lacked clarity.
The fix wasn’t rewriting his idea.
It was restructuring his post to be scannable, clear, and digestible.
That’s the power of good formatting.
It transforms great ideas into impactful content.
In fact, my experiments have shown that such scannable posts get way more attention and engagement.
It is not just with LinkedIn posts. But it is true with every other platform.
Every platform – social media, blogs, videos or, podcasts – has a proven content structure to follow.
This is something that people have tested over the years and perfected.
They are proven to work.
And when you know that something works, do you really need to reinvent it?
In this essay I will share a few quick tips on how to structure your content for different platforms like LinkedIn, X, blogs, and podcasts.
Why Content Structure Matters!
Attention is the biggest currency these days.
Every one of us is short of time and we want to consume as much as possible in the shortest possible time.
Which is where short form gained so much of importance.
Your audience too, doesn’t have time to decode your message.
They want:
- Simplicity: Make it easy to understand.
- Clarity: Let the main idea jump off the screen.
- Flow: Guide readers (or listeners) smoothly from start to finish.
They want to spend as little time as possible on consuming information.
And when content is readable, that makes it possible for them to consume it on the go..
Now, check out these examples:
It is the same information presented in two different ways.
This one is a block of text.
Check it out first and see how long it takes for you to consume it.
..and now read this one.
Evaluate your natural instinct when you are looking at this post and how much time it takes for you to consume it.
Heard of the Z-pattern and the F-pattern?
The Z-pattern is a reading pattern followed on design with very less text.
It is the natural flow of how your eyes scan content with less text on it – starting from the top left and going all the way to the bottom right, in the shape of a “Z”.
But when it comes to designs with a lot of text, like social media posts, blogs etc. the natural flow is in the form of an F.
- The reader first scans the first line horizontally
- Then they scan the left vertically
- Then they look at anything that can be scanned horizontally, but a little shorter
- And finally they read it vertically to the bottom most line.
These studies and these patterns were researched for a reason.
So that content can be read and consumed.
Remember, great content isn’t just about what you say. It’s about how you say it.
Want to make your ideas shine?
Here’s a few practical tips, platform by platform.
Platform-Specific Content Structure Tips
LinkedIn: The Land of the Scanners
LinkedIn users skim more than they read. So your focus should be to grab their attention in seconds.
Here are a few tips to structure your content.
Start with a scroll-stopper: Your first two lines determine if someone will click “See more.” Use a question, a bold statement, or a relatable insight.
Example: “Your best ideas aren’t failing because they’re bad. They’re failing because no one is reading them.”
Master the whitespace game: Use short paragraphs of 1–2 lines, and separate them with space. It makes your post easier to read. Don’t over do it with a lot of spaces either!
Lean on lists: They guide the eye and break monotony.
Example:
How to format better content:
✅ Short paragraphs
✅ Bullet points
✅ Strategic emojis
Use emojis sparingly: It is recommended to use them for the bullets or, to highlight anything particularly important!
Close with a CTA: Encourage engagement with an open-ended question.
Example: “What’s your go-to tip for making posts more engaging?”
💡 Pro Tip: Before posting, view your draft on mobile. If it looks dense, break it down further.
Blogs: Your Long-Form Powerhouse
Blogs are where you can dive deep, but readers still want to skim before committing.
You can be a little more flexible with blogs and play around how you structure your content.
Start with a magnetic headline and introduction: Your headline should promise value, and your intro should tease the key takeaway.
Example: “The best ideas don’t fail. They get lost in bad formatting. Let’s change that.”
Break the text into bite-sized chunks: Keep paragraphs short (2–3 sentences) and use plenty of subheadings.
Make it scannable: Use numbered lists, bullet points, and bold text for emphasis.
Example structure:
- Introduction: Highlight the problem.
- Subheading 1: Explain why it matters.
- Subheading 2: Offer practical solutions.
- Conclusion: Recap with actionable steps.
Use visuals to boost clarity: Add relevant images, infographics, or even bolded phrases to emphasize key points.
💡 Pro Tip: End with a clear CTA. Whether it’s subscribing, commenting, or sharing, guide your audience to the next step.
Podcasts: Structure for the Ear
In audio content, listeners rely on your structure to stay engaged.
Start with a teaser: Give your audience a reason to stay.
Example: “Why do great ideas fail? Today, I’ll share three actionable tips to make sure yours don’t.”
Signpost your segments: Clearly outline what’s coming next.
Example: “First, we’ll talk about why structure matters. Then, I’ll share tips for LinkedIn and Twitter, followed by blogs and podcasts.”
Break into digestible chunks: Plan your episode in 5–10 minute sections.
Close with a memorable CTA: Example: “What’s one formatting tweak you’ll make this week? Let me know!”
💡 Pro Tip: Edit for clarity. Rambling loses listeners fast.
Your Turn
Audit your recent post, thread, blog, or podcast.
Ask yourself:
- Does it have a clear structure?
- Can someone skim it and get the value instantly?
- Does it flow naturally from start to finish?
Fixing your format could be the difference between your ideas being ignored, or making an impact.
Remember: The best ideas don’t always win. The best-expressed ones do…
Recommended Newsletters
Here are few newsletters that I would recommend that you sign up to if you are interested in learning the art of running a side-hustle:
- Write, Build, Scale – https://sparklp.co/p/40cf6480e8
- Why we buy – https://sparklp.co/p/6d27bbcf8b
- The Book Bub – https://sparklp.co/p/3bcef5f1d4
- The Stacked Marketer – https://sparklp.co/p/5c2039bc2c
Sign up to these and follow them. You will get a lot of information and content for your blog posts, podcasts and even social media posts.
I will share more such ideas in my future newsletters.
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I absolutely love books and I read a lot.
In fact, I don’t just read a lot, but I also take notes on every book that I read.
I have pages and pages on information in my Notion Second Brain, so that I can find them and use them when ever I need.
Want to know more about the books I read. You can check it out here!
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Consultation calls:
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- Podcasting strategy and getting started with a podcast!
- Content creation as a business and getting started!
- Podcast Monetization!
- Starting a side hustle!
You can book a consultation call here!
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