How to format a blog post so people actually read it

A little while ago, my friend and fellow business owner Dani Gardner and I started meeting once a month. Dani has cleverly coined it our ‘minimind’ – like a mastermind but for just the two of us, to keep each other accountable and share what we’re noticing in our work.

One thing that came up recently was blog posts that are hard to read. 

Not necessarily hard to read because the writing is bad – most often the writing is great.

But because of the way the blog post has been formatted and structured. When a blog post is structured poorly, reading it feels like hard work. 

If you’ve been around here for a while, you’ll know I’m a huge fan of blogging. I often talk about how blogging is a form of marketing that can support your energy, rather than drain it. When done right, blogging is a very gentle and sustainable way to market and grow your business (so much more than social media).

So when I see blog articles that aren’t formatted correctly, I always think that this is such a shame. Because the consequence is that your visitors don’t stick around and that incredibly helpful article you’ve poured hours into writing never reaches the people who really need it.