# Content Style Guide

Writing standards and conventions for consistent content creation.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

---

## Writing Principles

### Core Principles

1. **Clarity First**: If in doubt, simplify
2. **Audience-Centric**: Write for reader, not writer
3. **Value-Driven**: Every piece should help the reader
4. **Scannable**: Design for how people actually read
5. **Actionable**: Guide readers to next steps

### Readability Standards

| Metric | Target | Tool |
|--------|--------|------|
| Reading Level | Grade 6-8 | Hemingway Editor |
| Sentence Length | <20 words avg | Word count |
| Paragraph Length | 3-4 sentences max | Manual check |
| Passive Voice | <10% | Grammarly |

---

## Content Structure

### Headlines

**4-U Formula:**
- **Useful**: Promises value
- **Unique**: Stands out
- **Urgent**: Creates motivation
- **Ultra-specific**: Clear outcome

**Headline Types:**
| Type | Formula | Example |
|------|---------|---------|
| How-to | "How to [achieve outcome]" | "How to Double Your Email Open Rates" |
| List | "[Number] Ways to [benefit]" | "7 Ways to Reduce Customer Churn" |
| Question | "[Question about pain]?" | "Why Are Your Leads Not Converting?" |
| Statement | "[Bold claim]" | "Email Marketing Isn't Dead" |

**Character Limits:**
- SEO titles: 50-60 characters
- Email subjects: 40-50 characters
- Social: Platform-specific

### Subheadings

- Use H2 for major sections
- Use H3 for subsections
- Include keywords naturally
- Make scannable (informative alone)

### Body Copy

**Paragraph Structure:**
```
[Topic sentence - main point]
[Supporting detail]
[Evidence or example]
[Transition to next point]
```

**Sentence Variety:**
- Mix short and medium sentences
- Start with action when possible
- Avoid starting consecutive sentences same way

### Lists & Bullets

**Use bullets for:**
- Unordered items
- Features/benefits
- Quick tips

**Use numbers for:**
- Sequential steps
- Ranked items
- Processes

**Formatting:**
- Parallel structure (all start same way)
- Consistent punctuation
- 3-7 items ideal

---

## Formatting Standards

### Text Formatting

| Format | Usage | Example |
|--------|-------|---------|
| **Bold** | Key terms, emphasis | **Important:** Do this first |
| *Italics* | Titles, new terms | The *Content Strategy Guide* |
| `Code` | Technical terms, commands | Use the `/campaign:plan` command |
| "Quotes" | Quotations | "Marketing is everything" |

### Capitalization

| Type | Rule | Example |
|------|------|---------|
| Headlines | Title Case | "How to Write Better Headlines" |
| Subheads | Sentence case | "Creating effective CTAs" |
| Product names | As branded | "Claude Code" not "claude code" |
| Job titles | Capitalize when before name | "CEO Jane Smith" vs "the CEO" |

### Numbers

| Type | Rule | Example |
|------|------|---------|
| One to nine | Spell out | "three reasons" |
| 10 and above | Use numerals | "15 examples" |
| Large numbers | Use abbreviations | "2.5M users" |
| Percentages | Always numerals | "5% increase" |
| Money | Use symbols | "$1,000" or "$1K" |

### Dates & Times

- Dates: December 14, 2024 (or Dec 14)
- Times: 3:00 PM EST (or 3pm)
- Ranges: January–March (en dash)

---

## CTAs (Calls to Action)

### CTA Principles

1. **Action-oriented**: Start with verb
2. **Specific**: Clear what happens next
3. **Benefit-focused**: What reader gets
4. **Urgent**: Why act now

### CTA Formulas

| Type | Formula | Example |
|------|---------|---------|
| Direct | [Verb] + [Object] | "Download the Guide" |
| Benefit | [Verb] + [Benefit] | "Start Saving Time" |
| First-person | [Verb] + my/our | "Start My Free Trial" |
| Urgency | [Verb] + [Time element] | "Get Started Today" |

### CTA by Content Type

| Content | Primary CTA | Secondary CTA |
|---------|-------------|---------------|
| Blog | Related content | Newsletter signup |
| Landing page | Main conversion | Social proof link |
| Email | One clear action | P.S. fallback |
| Social | Engagement or click | Follow/share |

---

## Content Types

### Blog Posts

**Structure:**
1. Hook (first 100 words)
2. Promise (what they'll learn)
3. Body (deliver on promise)
4. Summary (key takeaways)
5. CTA (next step)

**Length Guidelines:**
| Type | Word Count | When to Use |
|------|------------|-------------|
| Quick tip | 500-800 | News, updates |
| Standard | 1,000-1,500 | How-to, lists |
| Comprehensive | 2,000-3,000 | Guides, pillar |
| Ultimate | 3,000+ | SEO, authority |

### Email Copy

**Structure:**
```
Subject: [Hook + Benefit]
Preview: [Extends curiosity]

[Personal greeting]
[Hook - pain or desire]
[Value - main content]
[Proof - optional]
[CTA - single action]
[P.S. - bonus hook]
```

**Best Practices:**
- One idea per email
- Mobile-first formatting
- Scannable with bold/bullets
- Personal, conversational tone

### Social Media

**Platform Voice Adjustments:**
| Platform | Tone Shift | Length |
|----------|------------|--------|
| LinkedIn | More professional | Longer posts OK |
| Twitter/X | Punchy, direct | 280 chars max |
| Instagram | Visual-first, casual | Short captions |
| Facebook | Conversational | Medium length |

### Landing Pages

**Above-the-fold:**
- Clear headline
- Supporting subhead
- Single CTA
- Hero visual

**Below-the-fold:**
- Problem/solution
- Benefits (not features)
- Social proof
- FAQ/objections
- Final CTA

---

## SEO Writing

### Keyword Integration

**Placement Priorities:**
1. Title tag (front-loaded)
2. H1 headline
3. First 100 words
4. H2 subheadings
5. Image alt text
6. Meta description

**Density:**
- Primary keyword: 1-2%
- Semantic variations: Natural usage
- Avoid stuffing

### Meta Tags

**Title Tag:**
- [Primary Keyword] - [Benefit] | [Brand]
- 50-60 characters

**Meta Description:**
- Summarize value
- Include keyword
- CTA element
- 150-160 characters

---

## Accessibility

### Writing for Accessibility

- Use descriptive link text ("Read the guide" not "Click here")
- Add alt text to all images
- Use proper heading hierarchy
- Avoid color-only meaning
- Write clear, simple language

### Alt Text Guidelines

| Image Type | Alt Text Approach |
|------------|-------------------|
| Decorative | Empty alt="" |
| Informative | Describe content and purpose |
| Functional | Describe action |
| Charts/graphs | Summarize data |

---

## Quality Checklist

### Before Publishing

- [ ] Spelling and grammar checked
- [ ] Readability score meets standard
- [ ] Headlines follow formulas
- [ ] CTAs are clear and action-oriented
- [ ] Links work and are descriptive
- [ ] Images have alt text
- [ ] Meta tags complete
- [ ] Mobile formatting verified

### Brand Alignment

- [ ] Voice matches guidelines
- [ ] Messaging aligns with framework
- [ ] Proof points are current
- [ ] Visual style is consistent

---

## Agent Integration

| Task | Agent | Notes |
|------|-------|-------|
| Content creation | `copywriter` | Apply all standards |
| SEO optimization | `seo-specialist` | Keyword integration |
| Quality review | `brand-voice-guardian` | Voice consistency |
| CRO review | `conversion-optimizer` | CTA effectiveness |

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*Last updated: [Date]*
*Version: 1.0*
