Content Style Guide
Standards for tone, voice, and structure across all blog content. Load business context from config/project.json in the user's project folder.
Tone & Voice
- Voice: Expert but accessible
- Style: Friendly but professional
- Approach: Helpful, not salesy
- Context: Always local — use the market's currency, agencies, and regulations from
config/project.json
Article Structure
Every article follows this skeleton:
- Hook — specific fact with local currency value, percentage, or surprising data point (100-150 words)
- TL;DR — 3-5 bullet points, each with a bold label (Key fact / Action / Deadline / Benefit / Warning), specific data, one sentence each (50-75 words)
- Body — 3-5 sections with H2 headers. Short paragraphs (2-3 sentences max). Statistics, data, examples throughout (600-900 words)
- Actionable Steps — numbered list with specific URLs, registration processes, deadlines, required documents (150-250 words)
- FAQ — 5-7 questions in exact search format ("What is…", "How do I…", "When is…", "How much…"). Direct answers, 2-4 sentences each (200-300 words)
- Conclusion + CTA — 2-3 key takeaways, soft CTA connecting topic to brand (100-150 words)
Hook Requirements
- Opens with specific local currency value, percentage, or data point
- Relevant to the target audience defined in
config/project.json
- Creates curiosity or urgency
- Cites a credible, recent source
- Active voice throughout
Bad: "Cash flow is important for SMEs."
Good: "[Target audience] wait an average of X days for payment, tying up [currency][amount] in working capital [source]."
TL;DR Format
Place immediately after the hook. Format:
- Key fact: [specific data with local currency or percentage]
- Action: [what to do, with named program or portal]
- Deadline: [specific date if applicable]
- Benefit: [quantified outcome]
Tables
Use tables for:
- Before/after comparisons
- Multi-attribute data (relief types, amounts, deadlines)
- Step-by-step processes with multiple columns
Keep tables simple and mobile-friendly.
Government Programs
When referencing government programs:
- Use official program names from
config/project.json → regulatory
- Include what the program offers, deadlines, requirements
- Link to official portals
Actionable Steps
Every article must include concrete next steps:
- Specific URLs to portals or services
- Step-by-step registration or application processes
- Deadlines and timeframes
- Required documents or eligibility criteria
- Contact information where available
FAQ Section
- 5-7 questions optimized for "People Also Ask" and voice search
- Must include at least: 1× "What…", 1× "How…", 1× "When…" or deadline question, 1× "How much…" or amount question
- Direct answers in active voice, 2-4 sentences each
- Include specific currency values, deadlines, or requirements
CTA Guidelines
- Position: End of article, after actionable steps
- Style: Soft, helpful — not salesy
- Connection: Natural bridge from article topic to brand offering
- Length: 2-4 sentences
- Load CTA angles from
config/project.json → cta
Formatting
- Markdown with proper heading hierarchy (H1 → H2 → H3)
- Hyperlinks with descriptive anchor text (never "click here")
- Hybrid citation style:
- First mention: full inline attribution + bracketed letter
[a]
- Subsequent mentions: letter only
[a]
- References section at end:
[a] Source Name - URL
SEO Requirements
- Title ≤ 60 characters, includes primary keyword
- Meta description 150-160 characters with keyword and CTA
- Primary keyword in title, first paragraph, and at least one H2
- Natural keyword distribution throughout
- Proper heading hierarchy
Word Count
- Target: 1,200-1,300 words
- Range: 1,000-1,500 words
- Paragraphs: 2-3 sentences max
- Scannable: bullet points, tables, short sections
Content Pillars
Load from config/content_pillars.json. Each pillar defines topics, keywords, and audience focus. Match article content to the appropriate pillar.
Common Mistakes to Avoid
- Generic openings without data
- Vague claims without statistics
- International examples instead of local ones
- Generic advice applicable to any country
- Aggressive or salesy CTAs
- Keyword stuffing
- Long paragraphs (>3 sentences)
- Passive voice
- Missing TL;DR or FAQ sections
- Data presented in lists instead of tables