In this Be Your Own Ghostwriter series, you have already learned that writing, unlike oral conversations, is an artifical medium. Artifice or craft is a must. You know about the need for a persona or created self as the voice of the piece. You also found out how to start.
Here is insight on organizing your written whatever.
As with all writing, there is no one way to organize the book, white paper, article for a scientific journal, opinion-editorial for The Wall Street Journal, formal report, internal memo to employees or the board of directors or blog post. The traditional way - and the tradition endures because it is effective - is to tell readers what you intend to present, then present it and at the end summarize the key points, usually including a call for action.
There are exceptions, of course. Those seasoned in communications can be iconoclastic. That is, they can deviate from convention. Essentially their piece will mirror a stream of consciousness, with seeming little attention to organization. They can get away with that. Most others can't.
Now let's look at the particulars of how to structure content. Which you select depends on your audience. If the readers are sophisticated it would sound condescending to use the format of "Myths." You have to assume they are well aware of the myths and you respect them enough to not take their time presenting anything but what represents fresh insight. Therefore, your mode of organization could be "New Discoveries" or "Emerging Trends.'
For the newbie, here a several proven structures on which to hang what you want to communicate:
Fundamentals. A financial planner is fortunate to have a weekly column in the local newspaper. All of them will be organized along the lines of what readers need to know about managing their money. Only the topics vary, ranging from funding college to downsizing personal expenses to start a business.
What's new. People want to find out what they don't know or to develop increased insight about that. Here the trick is be up on what they already know. You will quickly lose the reader if you present supposed insights about declining tech stock prices which they already have down cold.
Myths. Watch it here. What I have observed is that recently, with so much information out there from so many mediums, readers are pushing back on the notion that they are trapped in illusions about anything. I don't recommend this way of organizing.
Problem and solution. This represents one of the oldest conventions in writing. You set up a situation and then describe how it can be fixed. No, you don't waste the readers' time ranting against the Affordable Healthcare Act. Instead you will provide a plan of action how it can be dismantled. You may or may not add what would take its place. It is best to limit your subject to small bites. Readers' attention span is short. Better to break up your message into five opinion-editorials than try to get a big job done in just one.
Preparing the ground for fresh speculation. In less turbulent times this was a format thought leaders used. Now, with so much change and so few answers, readers grow impatient when solutions aren't proposed.
Past, present, future. The expert on aging who wants to provide readers insight on this phenomenon will create a snapshot how it used to be handled in society, how it is now and what it seems to be envolving into. The peril here is to invest too much space in the past. When famous editor Tina Brown turned around The New Yorker she is reported to have told a writer, "Less past, more present."
Tips. This is a loose structure which is ideal for newbies. Instead of trying to weave together a complex presentation of material, you simply list five recommendations for searching for a job during the recovery.
To gear up for choosing a structure, analyze models which resonate with audiences. They could range from the book "Leaning In" to The New York Times columnist David Brooks' commentary.