Organising a piece.
THE SHAPE THAT WORKS
What the reader wanted to know, stated early Why, or how, in detail What to do about it What to do next
THE FIRST PARAGRAPH
Should tell the reader they are in the right place and start answering.
Not describe what the article will do.
HEADINGS
Break the content so someone can find the relevant part.
Use real heading levels in order.
LISTS
Where content is genuinely enumerable: steps, options, requirements.
Not for argument or explanation.
LENGTH
As long as the subject requires.
A simple question deserves a short answer. Padding to a word count is obvious.
WHAT TO INCLUDE NEAR THE END
What to do next How to reach you Related articles
WHAT TO LEAVE OUT
A summary repeating what was just said.
WHAT TO CHECK
Does the article answer what its title promised?
