Writing Standards Knowledge Pack Files

Content Type Catalog

Reference guide for common content types. Each entry covers purpose, recommended structure, key constraints, and SEO considerations. Use this when planning content to ensure each piece follows the conventions that make its type work.

Blog Post

Purpose: Educate the audience, build topical authority, and drive organic search traffic.

Structure:

1. Hook (1-2 sentences that state the problem or promise)
2. Context (why this matters now)
3. Body (main content, broken into scannable H2/H3 sections)
4. Key takeaways or actionable summary
5. CTA (related content, newsletter signup, or product trial)

Key Constraints: Lead with the answer, not the buildup. Readers scan before they read. Every H2 should make sense on its own if someone jumps directly to it. Target 1,000-2,500 words for search-oriented posts; 800-1,500 for shareable opinion pieces.

SEO Notes: Target one primary keyword in the title, URL, first paragraph, and one H2. Use related long-tail keywords naturally in subheadings. Internal link to 2-4 related articles. Add a meta description that includes the keyword and a reason to click.

Landing Page

Purpose: Convert a visitor with a specific intent into a specific action (signup, demo request, purchase).

Structure:

1. Hero (headline + subheadline + primary CTA)
2. Problem statement (what the visitor is struggling with)
3. Solution overview (how you solve it, benefits-first)
4. Social proof (logos, testimonials, metrics)
5. Feature details (expand on how it works)
6. Objection handling (FAQ or trust signals)
7. Final CTA (repeat the primary action)

Key Constraints: One page, one goal, one CTA. Every section should push toward the same action. Benefits before features. Specificity over superlatives. The hero headline has 5 seconds to earn a scroll.

SEO Notes: Target commercial-intent keywords ("[solution type] software", "[problem] tool"). Keep the URL short and keyword-focused. Title tag and H1 should match search intent exactly. Landing pages often rank for Decision-stage queries.

Case Study

Purpose: Prove that your product delivers real results for real customers, addressing skepticism with evidence.

Structure:

1. Customer context (who they are, their industry, their size)
2. Challenge (the specific problem they faced, in their words)
3. Solution (what they implemented and how)
4. Results (quantified outcomes with before/after data)
5. Quote (direct customer testimonial)
6. Takeaway (what other teams can learn from this)

Key Constraints: The customer is the hero, not your product. Use real numbers, not vague claims. Include direct quotes, not paraphrased summaries. Get customer approval on everything. Keep it under 1,500 words; nobody reads a 4,000-word case study.

SEO Notes: Target "[industry] + [solution type] case study" keywords. Include the customer's industry in the title. Case studies earn backlinks when they contain specific, quotable data points. Add schema markup for the organization if applicable.

Documentation

Purpose: Help users accomplish specific tasks with your product. Reduce support tickets by answering questions before they're asked.

Structure:

1. What this page covers (one-sentence scope statement)
2. Prerequisites (what the user needs before starting)
3. Step-by-step instructions (numbered, each step = one action)
4. Expected result (what they should see after completing the steps)
5. Troubleshooting (common errors and fixes)
6. Next steps (link to the logical next task)

Key Constraints: Task-oriented, not concept-oriented. One task per page. No marketing tone. Show, don't describe: use code blocks, screenshots, or examples. Keep steps atomic: each step should be one action a user can verify before moving on.

SEO Notes: Target "[product] + [task]" keywords ("set up [product] webhooks", "[product] API authentication"). Documentation pages rank well for Implementation-stage queries. Use exact UI labels and feature names as keywords. Structured headings help search engines extract featured snippets.

FAQ

Purpose: Address common objections and reduce friction in the buying process. Deflect support tickets for known questions.

Structure:

• Group questions by theme (Getting Started, Pricing, Security, Integration)
• Each Q&A: question as the user would phrase it, answer in 2-4 sentences
• Link to detailed resources where appropriate

Key Constraints: Use real questions from real users (sales calls, support tickets, search queries), not questions you wish people asked. Answer directly in the first sentence, then add context. Keep answers concise. If an answer needs more than a short paragraph, it should be its own article.

SEO Notes: Use FAQ schema markup for rich results. Target question-format keywords ("does [product] integrate with [tool]", "how much does [product] cost"). FAQ pages can rank for dozens of long-tail queries simultaneously. Match the question phrasing to how users actually search.

Comparison Page

Purpose: Win competitive evaluations by helping prospects understand how your solution differs from alternatives.

Structure:

1. Overview (what this comparison covers and for whom)
2. Feature comparison table (side-by-side, factual)
3. Detailed breakdown by category (expand on key differentiators)
4. Who should choose what (honest guidance by use case)
5. CTA (try the product, talk to sales)

Key Constraints: Be factual and specific, never disparaging. Acknowledge competitor strengths honestly. Differentiate on specifics, not adjectives. Update regularly: competitors change their products. Include pricing if you can be accurate; omit it if it would be misleading.

SEO Notes: Target "[your product] vs [competitor]" and "[product A] vs [product B] comparison" keywords. These queries have strong Decision-stage intent. Include both product names in the title and H1. Comparison pages earn high click-through rates from search results.

Email Campaign

Purpose: Nurture leads, onboard new users, retain existing customers, or drive action on a specific offer.

Structure:

• Subject line (the most important element; determines open rate)
• Preview text (extends the subject line, visible in inbox)
• Opening line (personal, relevant, earns the next sentence)
• Body (one idea, one ask, scannable)
• CTA (single, clear action button or link)
• P.S. line (optional; high-readership spot for a secondary message)

Key Constraints: Subject line is 80% of the work. One email, one action. Write for skimmers: bold the key sentence, keep paragraphs to 2-3 lines. Personalize beyond "Hi {first_name}" by referencing behavior, segment, or context. Test subject lines with A/B splits.

SEO Notes: Email is not a search channel, but email content can inform search strategy. Track which email topics get the highest engagement; those topics likely have search demand. Link to blog posts and landing pages from emails to drive organic signals.

White Paper

Purpose: Establish authority on a complex topic. Generate leads through gated downloads. Support long sales cycles with in-depth analysis.

Structure:

1. Executive summary (key findings in one page)
2. Problem definition (the industry challenge, with data)
3. Analysis (research, data, expert perspectives)
4. Solution framework (your approach, methodology, or product fit)
5. Implementation guidance (practical steps)
6. Conclusion and recommendations

Key Constraints: Substantive, not promotional. Back every claim with data, research, or named sources. Target 2,000-5,000 words. Design matters: white papers are downloaded as PDFs and judged partly on visual quality. Gate behind an email form only if the content genuinely justifies the exchange.

SEO Notes: Create an ungated summary page that targets the white paper's primary keyword. This page can rank in search and funnel visitors to the download. Include the white paper's key data points on the summary page to earn featured snippets and backlinks.