written-content.md 7.6 KB
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:
- Hook with the problem
- Why this solution works
- Step-by-step instructions
- Common mistakes to avoid
- Next steps
List Post:
- Hook with promise (X ways to Y)
- Brief intro
- Each item with explanation
- Summary of key points
- Call-to-action
Case Study:
- Hook with result
- Starting situation
- Challenge/problem
- Solution/process
- Results and lessons
- 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:
- Table of contents
- Introduction (why this matters)
- Main sections (3-7 major topics)
- Examples and case studies
- Common mistakes/FAQs
- Conclusion and next steps
- 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.