Key Takeaways (TLDR)
Topic: Four practical content structures that help small business owners stay on track, keep their audience engaged, and create more intentional, effective content across blogs, podcasts, social media, and beyond.
What you’ll learn: Content structure isn’t about boxing in your creativity. It’s about giving yourself a starting point so you can go deeper rather than wider, avoid distractions, and keep your audience engaged from beginning to end. This post covers four specific frameworks to try: Problem, Solution, Benefit (also called Pain, Solution, Transformation); Compare, Contrast, Opinion or Solution; Situation, Need, Action, Result; and Point, Reason, Example. Each comes with a breakdown of how it works, its pros and cons, and practical guidance for implementing it in your own content right away.
Who this is for: Entrepreneurs, coaches, service providers, and small business owners who create content regularly and want a more intentional, structured approach that still leaves room for personality, creativity, and their own distinct voice.
Written by: Emily Aborn, Small Business Copywriter and podcast host of the Small Business Casual Podcast, based in NH.
Why Does Structure Matter?
If you know me at all, you know I’m a little bit heart and a little bit science. A little bit country, and a little bit rock n’ roll if you will…
I believe in creating your content in a way that’s distinctly YOU, infused with your personality, individuality, creativity, and all that makes you who you are.
I also believe that sometimes having a content structure (or outline/framework) in place can help us to:
- Stay on track
- Avoid distractions in our content
- Gain momentum by having a starting point for idea generation
- Go deeper on topics vs. wider
- Keep our listeners, readers, and audience members engaged and listening!
Content structures can be a great thing for you, as the creator, as well as those you’re sharing with.
This blog will map out four content structures to consider implementing and trying right away, the potential pro’s and cons of each, and how to get started!
Lastly, before we dive in. Because I’m a hefty dose of heart and soul when creating… keep in mind:
There’s no right or wrong way to create content. There’s only the way that works for you. If you’re anything like me, you love the journey of learning, experimenting, failing, trying again, and trying something new. Take what you like in this blog and leave what’s not for you.
These four structures are ideas for you to try and apply to something you’re creating. They’re not, in any way, shape, or form the end-all-be-all of content structures and content creation.
Problem | Solution | Benefit
Perhaps one of the more prevalent marketing/content structures out there. You could also call this Pain, Solution, Transformation.
The structure:
I. Introduce an issue, pain point, challenge.
II. Offer the solution
III. End with how it will benefit them or transform their life in some way.
The Pros
- Easy to implement
- Your audience is familiar with this cadence (often used in the marketing space)
- Effective when done right and can lead to conversions and action
The Cons
- Because it’s easy to apply, it means a lot of people do it. Making it harder to stand out in your content
- Start off by bringing them down, drawing attention to a pain, lack, or deficit.
- Can be used nefariously
To implement it for yourself: Soak up the pros of this common content structure and avoid the cons by presenting problems and pain points a little more gracefully. Examples: “I see this a lot in my line of work”, or “This is normal to experience, but it’s actually an issue or problem”, or “So many I talk to experience this kind of pain”. I would also approach this with empathy and compassion and end with a message that empowers them when sharing the benefits. Give them hope as you inspire them to take action, transform, choose a different path for themselves.
You’re the guide. Invite them to take your hand and do this together. Lastly, place the emphasis more on solution and transformation or benefits, rather than the pain or problem.
Will you try the Pain | Solution | Benefit Content Structure!? Let me know!
Compare | Contrast | Opinion
Remember compare and contrast in school?
I used to love those… I liked finding the hidden patterns and differences between concepts.
The structure:
I. Set up two or three ideas
II. Make a comparison: show similarities
III. Contrast: show differences
IV. Offer a conclusion, opinion, or solution.
Pros:
- It’s really fun!
- Offers different sides of the coin for your audience to consider
- Helps them self-identify and relate to / see themselves in concepts as you go
- Shows your expertise
Cons:
- Hard to do with many options (the fewer, the better)
- More challenging with short-form content
- Can become overwhelming quickly
- You may not want to give one clear opinion, solution, or conclusion
To implement it for yourself: Practice comparing, contrasting, and coming to a conclusion with two topics you’re familiar with in your area of expertise. (Example: Podcast vs. Blog). When you feel ready, see if it makes a good fit for your next blog, podcast, or workshop.
Report back if you try the Compare | Contrast | Opinion content structure!
Situation | Need | Action | Result
A great content structure for case studies, client stories, and when you have the opportunity to show examples of your work or how you work!
The structure:
I. Describe the before: what had happened
II. Discuss what needs to happen to overcome the issue(s)
III. Talk about the actions you took (or would take) to solve the problem
IV. Share the result.
Pros:
Great way to show the before and after
Demonstrates your expertise
Shows how you listened to their specific needs, took time to understand, and found a unique solution
Very specific, helping you hone in on niches and issues
Cons:
- Maybe harder to apply this content structure in some long-form content (ie. speaking/podcasting)
- Need to avoid it just being one big commercial and more storytelling
- Specificity might lead to less engagement
- Tends to be best as self-promotional
To implement: Choose a past client success story and practice telling the story of before, during, and after the transformation. Address obstacles or unique needs you had to overcome and make sure to highlight the result! This content structure gives your audience a really clear look at what you do and how you help/work. It also helps them identify their problems and relate. Show them that you’re the one they can TRUST to find the solution for them!
Let me know if you try Situation | Need | Action | Result and how it goes for you!
Point | Reason | Example
Very straightforward and just like it sounds! You make your point, provide a reason to back it up, and offer examples.
The structure:
I. Layout the main idea/point
II. Provide reason(s) to back up your idea/point
III. Offer examples that back up your reasoning
IV. Summarizing by revisiting main point
Pros:
- Easy, clear, and trackable for many brains and personalities
- Gives different ways for content to land
- Builds your case and shows your expertise
- Helps the ideation process
- Lends itself to visual, audio, and written content
Cons:
Might be harder to do with short-form content
Can be hard to go deep into one area, add layers of nuance, what if’s, etc.
- More challenging for multifaceted, in-depth topics
There are obviously many more content structures than just these four. But, start here and see which ones you might be inclined to try!
Depending on what you’re sharing, I think they can all work and be effective in the content creation process. And sometimes, there’s even room for merging two (or more) together. You know, if you’re feeling wild!
How I implement these Content Structures for myself:
- In my podcast episodes, I typically use Compare, Contrast, Opinion and Point, Evidence, Example
- When I’m sharing about a website copywriting project I did, I often do situation, need, action, result.
- When I’m writing website copy for clients, I often apply problem-solution, benefit.
So, there you have it! Now all YOU have to do is give em’ a whirl, and see what works for you! Don’t forget to let me know. 🙂
FAQ: Content Structures for Your Small Business
What is a content structure, and why does it matter?
A content structure is a framework or outline that gives your content a clear, repeatable shape. It’s not a rigid script or a formula that flattens your personality. It’s a starting point that helps you stay on track, avoid going off on tangents, build momentum when you’re not sure where to begin, and keep your audience engaged from the first sentence to the last. Think of it the way a recipe works: the structure is the recipe, but the flavors and personality are still entirely yours.
What is the Problem, Solution, Benefit content structure?
Problem, Solution, Benefit (sometimes called Pain, Solution, Transformation) is one of the most widely used content frameworks in marketing. You open by introducing a challenge or pain point your audience is experiencing, present a solution, and close with the transformation or benefit they can expect on the other side. It’s effective because it mirrors the journey your ideal client is already on. The key to using it well is leading with empathy rather than fear, keeping the emphasis on the solution and transformation rather than dwelling too long on the pain, and framing yourself as a guide rather than a savior.
What is the Situation, Need, Action, Result content structure best used for?
This framework is ideal for case studies, client stories, and any content where you want to show your process and demonstrate real results. You describe the situation before you got involved, identify the specific need or challenge that had to be addressed, walk through the actions you took, and share the result. It’s one of the most powerful structures for building credibility and helping potential clients see themselves in someone else’s story, which is exactly what moves people from “this is interesting” to “I want to hire this person.”
How do I choose the right content structure for what I’m creating?
Match the structure to your goal. If you want to connect emotionally and speak to a pain your audience is experiencing, Problem, Solution, Benefit works well. If you want to showcase your expertise through a real client story, use Situation, Need, Action, Result. If you’re making a case for a position or teaching something specific, Point, Reason, Example is clean and clear. If you’re exploring two sides of a topic or helping your audience self-identify, Compare, Contrast, Opinion is both engaging and fun. And sometimes two structures work together in the same piece of content, which is always an option when you’re feeling adventurous.
Can I use content structures without losing my personality and voice? Absolutely! A content structure tells you the shape of what you’re creating. It says nothing about your tone, your stories, your humor, your specific examples, or the way you naturally speak and write. Structure and personality are not opposites. In fact, a good structure often gives your personality more room to breathe because you’re not using all your energy trying to figure out where you’re going.
