# Written Content Guidelines Best practices for creating effective written content across formats: articles, blog posts, social media, newsletters, and long-form content. --- ## Article Structure ### Standard Article Flow **1. Hook (First 50 words)** - Grab attention immediately - Promise clear value - Create curiosity **2. Problem/Context (100-200 words)** - Establish the problem or topic - Show why it matters - Build relevance **3. Main Content (Body)** - Deliver on the promise - Use clear structure (subheadings, lists) - Include examples and data **4. Conclusion (50-100 words)** - Summarize key points - Reinforce main takeaway - Clear call-to-action --- ## Blog Post Best Practices ### Formatting for Readability **Short paragraphs**: - 1-3 sentences max - White space improves scanning - Mobile-friendly **Subheadings every 200-300 words**: - Break up long sections - Enable skimming - Improve SEO **Bullet points and lists**: - Easy to scan - Highlight key points - Increase engagement **Bold key phrases**: - Draw attention to important points - Help skimmers find value - Don't overuse (2-3 per section max) --- ### Blog Post Length Guidelines **Short-form (300-600 words)**: - Quick tips - News and updates - Opinion pieces - Social media-friendly **Medium-form (800-1500 words)**: - How-to guides - List posts - Case studies - Most versatile length **Long-form (2000+ words)**: - Comprehensive guides - In-depth tutorials - Research-backed content - SEO pillar content --- ### Blog Post Templates **How-To Post**: 1. Hook with the problem 2. Why this solution works 3. Step-by-step instructions 4. Common mistakes to avoid 5. Next steps **List Post**: 1. Hook with promise (X ways to Y) 2. Brief intro 3. Each item with explanation 4. Summary of key points 5. Call-to-action **Case Study**: 1. Hook with result 2. Starting situation 3. Challenge/problem 4. Solution/process 5. Results and lessons 6. How to apply it --- ## Social Media Posts ### Platform-Specific Guidelines **Twitter/X**: - Hook in first line - Use line breaks for readability - Thread for longer content - End with engagement question or CTA **LinkedIn**: - Professional but personal tone - Story-driven content performs well - Use "see more" strategically - Include relevant hashtags (3-5) **Instagram**: - Visual-first, caption supports - Hook before "more" cutoff - Use emojis strategically - Hashtags in comments or end of caption **Facebook**: - Conversational tone - Questions drive engagement - Native video outperforms links - Community-focused content --- ### Social Post Structure **Pattern 1: Hook + Story + Lesson** ``` [Attention-grabbing first line] [Short story or example] [Key lesson or takeaway] [Call-to-action or question] ``` **Pattern 2: Problem + Agitation + Solution** ``` [Identify relatable problem] [Make it worse / show impact] [Offer solution or insight] [Next step] ``` **Pattern 3: List Format** ``` [Hook: X things about Y] 1. [Point with brief explanation] 2. [Point with brief explanation] 3. [Point with brief explanation] [Closing thought or CTA] ``` --- ## Newsletter Structure ### Email Newsletter Best Practices **Subject Line**: - 40-50 characters ideal - Create curiosity or promise value - Personalization when relevant - A/B test regularly **Preview Text**: - First 50-100 characters matter - Extend the subject line hook - Don't waste with "View in browser" **Opening**: - Personal greeting - Quick context or story - Promise what's in this email **Body**: - One main idea per email (or clear sections) - Scannable format - Links to full content if needed - Visual breaks (images, dividers) **Closing**: - Clear call-to-action - Personal sign-off - P.S. for secondary CTA or bonus --- ### Newsletter Types **Curated Newsletter**: - Intro with theme - 3-7 curated items - Brief commentary on each - Why it matters **Story Newsletter**: - Personal story or case study - Lesson or insight - How to apply it - Single clear CTA **Educational Newsletter**: - One main teaching point - Step-by-step or framework - Examples - Action item --- ## Long-Form Content ### Long-Form Structure **Comprehensive Guide Structure**: 1. Table of contents 2. Introduction (why this matters) 3. Main sections (3-7 major topics) 4. Examples and case studies 5. Common mistakes/FAQs 6. Conclusion and next steps 7. Resources and further reading --- ### Long-Form Best Practices **Navigation**: - Table of contents with jump links - Progress indicators - "Back to top" links - Clear section breaks **Engagement**: - Vary content types (text, images, examples) - Include interactive elements - Break up with quotes or callouts - Summarize key points in boxes **Retention**: - Deliver value early and often - Use open loops (promise info later) - Include surprising insights - Make it skimmable --- ## SEO Considerations ### On-Page SEO Basics **Title Tag**: - Include target keyword - 50-60 characters - Compelling and clickable **Meta Description**: - 150-160 characters - Include keyword naturally - Promise clear value **Headings**: - H1 for main title (one per page) - H2 for main sections - H3 for subsections - Include keywords naturally **Internal Links**: - Link to related content - Use descriptive anchor text - Help readers find more value **Images**: - Descriptive file names - Alt text for accessibility and SEO - Compressed for speed --- ### Keyword Integration **Natural placement**: - Title and first paragraph - Subheadings where relevant - Throughout body naturally - Don't force or over-optimize **Semantic keywords**: - Related terms and phrases - Answer related questions - Cover topic comprehensively --- ## Readability Optimization ### Readability Checklist - [ ] Grade level: 8th grade or below for general audience - [ ] Sentence length: Average 15-20 words - [ ] Paragraph length: 3 sentences or less - [ ] Active voice: 80%+ of sentences - [ ] Transition words: Connect ideas smoothly - [ ] Jargon: Explained or avoided - [ ] Examples: Concrete and relatable --- ### Readability Tools **Hemingway Editor**: - Highlights complex sentences - Identifies passive voice - Suggests simpler alternatives **Grammarly**: - Grammar and spelling - Tone detection - Clarity suggestions **Yoast SEO** (WordPress): - Readability analysis - SEO optimization - Content structure --- ## Content Quality Checklist Before publishing, verify: - [ ] Hook grabs attention in first 50 words - [ ] Clear value proposition - [ ] Scannable format (headings, lists, bold) - [ ] Short paragraphs (1-3 sentences) - [ ] Examples and specifics (not just theory) - [ ] Clear call-to-action - [ ] Proofread for errors - [ ] Links work and are relevant - [ ] Images optimized and have alt text - [ ] Mobile-friendly formatting --- ## Common Written Content Mistakes ### ❌ Burying the Lead Starting with background instead of value. ### ✅ Lead with Value Put the most important information first. --- ### ❌ Walls of Text Long paragraphs that are hard to read. ### ✅ White Space Short paragraphs with visual breaks. --- ### ❌ Vague Promises "This will help you improve your content." ### ✅ Specific Value "Learn the 3-second hook formula that increased my engagement 300%." --- ### ❌ No Clear CTA Ending without telling readers what to do next. ### ✅ Clear Next Step "Try this framework on your next post and let me know how it works." --- ## Usage Apply these guidelines when creating: - Blog posts and articles - Social media content - Email newsletters - Landing page copy - Long-form guides - Any written content **Remember**: Write for humans first, optimize for algorithms second. Clarity and value always win.