Structured content relies heavily on the “News Style” of structuring content, composing different elements of the same story for use in different elements of a newspaper.
News Style includes:
‘Hed’ is short (and misspelled) for ‘headline.’ This one is fairly obvious.
The dek is short and misspelled for declaration. This is a sentence or two just below the headline that summarizes what’s in the piece. It’s not part of the article, it just sort of hangs with the lede like an extraneous buddy. A lot of articles do without one for this reason.
S&M for ‘lead-in’, the lede is the grabber sentence. This is the sentence whose job it is to prevent you from putting down your paper and picking up your crying child instead. It is supposed to be either shocking, informative, or fascinating.
The nut graf is short for ‘nut paragraph.’ It basically means the paragraph that’s going to give you an overall sum-up of what’s to follow. The main nugget. The nut. This is more of journalists screwing with you. Pay it no mind. In my experience, frequently the nut graf is where one of two things happens: either you get really psyched about what you’re about to learn, or you find out that you were suckered by the lede and this article isn’t about what you thought it was about.
The body is where all the real information is. In our article, we’d talk about the experiments the scientists conducted, quote them, quote their study group if we could get ahold of them, and generally kill you with information. This is the part of an article where most people tune out. Proven fact: if the article is not personally relevant to you and your life, you will not continue reading past the first paragraph. You’ll skim the main body until you get to the kicker.
The kicker is the closing sentence or sentences that make you feel glad about leaving, so here we go.
Abridged from this article