Use when the user asks for a blog article, blog post, or publishable long-form website content. Use content-writing for general copy and blog-writer for a complete article.
Instrucciones de origen · Vista previa de solo lectura
name
blog-writer
description
Use when the user asks for a blog article, blog post, or publishable long-form website content. Use content-writing for general copy and blog-writer for a complete article.
Use this skill to write and publish a full blog article workflow, including topic development, article drafting, on-page structure, and website integration where the project supports it. It owns the article artifact, not just the idea stage.
Use When
Use when the user asks for a blog article, blog post, or publishable long-form website content.
Use when the task includes article structure, SEO, and website content integration.
Use when an approved topic needs to become a finished article.
Do Not Use When
Do not use for raw idea generation without committing to article production.
Do not write on topics the client cannot credibly support with expertise or examples.
Do not prioritise SEO formulas over usefulness, voice, and trustworthiness.
Route to content-writing instead for general copy, or blog-writer for a complete article.
Required Inputs
Input
Source / provider
Required?
If absent
Blog Writer brief and decision audience
Client, plan owner, or approved project files
Yes
Stop before making a recommendation; state the missing decision context.
Claims, assumptions, and supporting evidence
Source register, model, research notes, interviews, or operating records
Yes
Separate known facts from assumptions and return a qualified gap list.
Authority and delivery constraints
Requesting owner and repository instructions
Yes
Remain read-only and produce a draft or review only.
Topic, audience, and commercial purpose of the article
Client voice, service context, and existing site structure
Language, SEO, and publishing requirements
Any related assets, references, or prior article ideas
Workflow
Read the client and site context before drafting.
Confirm the article angle, audience intent, and outcome the article should create.
Draft the article with strong structure, human voice, and useful specificity.
Apply premium-commercial-writing when the article must build authority, support a premium offer, handle objections, or perform in SEO/AI search.
Apply SEO, design, and publishing integration requirements where relevant.
Reconcile the article with brand voice, existing content, and site structure.
Flag unsupported claims, weak sourcing, or missing assets.
Decision, stop, and recovery controls
Decision point: confirm that the requested output is the publication-ready article package and that the decision concerns whether the article is accurate, distinctive, accessible, and ready for approval.
Stop condition: halt the affected conclusion if required evidence is missing (approved brief, audience, verified sources, voice, media rights, and publish target) or if the work could lead to this identified risk: publishing unsupported claims or unlicensed media.
Recovery: obtain the missing record or reviewer, repeat the affected check, and update the exception record before release.
Quality Bar
The article is useful, credible, and publishable.
Voice feels human and specific to the client.
SEO and site-integration needs are met without degrading readability.
The article advances brand authority or demand generation.
Anti-Patterns
AI-sounding filler and recycled content patterns.
Writing for search engines instead of readers.
Publishing claims or case-study language the client cannot support.
Copying a visual or editorial pattern that conflicts with the existing site.
Treating a generic blog writer template as a conclusion. Correction: tie each choice to the named audience, evidence, and operating constraint.
Applying the wrong neighbouring route to blog writer. Correction: confirm the decision and route to the named neighbour before analysis.
Treating an assumption as verified evidence. Correction: label it, cite its source or owner, and assign a verification action.
Recommending action without a decision threshold. Correction: state the measurable acceptance condition and review trigger.
Recording an unavailable check as passed. Correction: mark it not assessed and state the consequence for the decision.
Mutating or publishing during an analysis-only task. Correction: remain read-only until the owner gives explicit authority.
Outputs
Artefact
Consumer
Observable acceptance condition
Blog Writer deliverable
Named decision-maker or plan author
The recommended choice, assumptions, countercase, and next action are explicit.
Evidence and exception register
Reviewer, funder, board, or implementation owner
Every load-bearing claim is sourced or labelled as an assumption; missing checks are not shown as passes.
A finished article draft and related publishing updates where applicable
SEO and structural elements needed for publication
Any assumptions, sourcing gaps, or media dependencies
Generate detailed, rich, educating, and captivating blog articles with authentic human voice, professional photography, and full SEO optimisation. Each article is a marketing asset a demonstration of expertise that builds trust and attracts clients through organic search.
Use the frontend-design plugin throughout article page creation for distinctive, high-quality design.
Before Writing
Read these files first:
docs/en/company-profile.md (and all enabled language versions) author background, services, expertise
src/pages/en/blog.astro current blog index structure (check for existing articles)
src/pages/fr/blog.astro French blog index (if FR enabled)
src/layouts/BaseLayout.astro layout props, structured data, design system
src/styles/global.css current styles (add prose styles if missing)
Existing articles in src/pages/{lang}/blog/ count them to determine layout variation
photo-bank/ scan for article photos the user has uploaded
src/assets/images/_catalog.json current image catalog
Read the reference files as needed during writing:
references/human-voice-standards.mdREAD FIRST AI vocabulary/phrase/structure blacklists, human voice techniques, self-check (ensures content sounds 100% human)
references/storytelling.md authentic stories, human touch, cultural markers
references/editorial-standards.md punctuation, capitalisation, numbers, grammar, British spelling
references/article-design.md image requirements, layout variations, design variety system
references/ideation-and-research.md ideation techniques, research methods, competitor analysis, headline generation
references/topic-ideas.md curated topic suggestions (project-specific, if present)
../premium-commercial-writing/references/seo-ai-search-visibility.md Read for authority articles, service-led blogs, answer-engine visibility, entity coverage, and search intent matching
../premium-commercial-writing/references/commercial-persuasion-patterns.md Read for premium-offer articles, persuasive opinion pieces, lead magnets, objections, CTAs, and differentiation angles
blog-idea-generator/references/content-formats.md 20 content formats with structural templates (How-to, Case study, List, Opinion, Guide, Story, Comparison, etc.)
sales-copywriting/references/fascination-bullets.md 21 bullet point templates for engaging list items and key takeaways
sales-copywriting/references/closing-and-guarantees.md closing templates for strong article conclusions and CTAs
User Input
The user provides:
Article title (or topic idea)
Brief summary (2-5 sentences describing what the article should cover)
Photos uploaded to photo-bank/ (at least 3: 1 featured/hero + 2 in-article)
From this simple prompt, generate the complete article pipeline below.
Article Content Pipeline
Build the article from verified research through outline, draft, editorial challenge, source checks, and publishing preparation. Keep research notes and generated media provenance with the article record.
Write as the author would write for a business audience the register of a senior professional writing a LinkedIn article or industry blog. Not academic, not casual.
Read references/storytelling.md for authentic human touch and cultural markers.
Simple and clear. Short sentences. One idea per paragraph. No jargon without explanation.
British spelling. organisation, programme, centre, colour, specialise.
Warm but professional. Polite, measured, confident. Not stiff, not chatty.
First person where natural. "In my experience" and "I have found" the author has authority.
Practical focus. Every article should leave the reader with something they can use.
Real examples. Reference actual business contexts and projects from the company profile.
Use
Avoid
practical, effective, significant
cutting-edge, game-changing, revolutionary
I have found that
It is widely acknowledged that
In our experience
Research conclusively demonstrates
This approach works because
This paradigm shift enables
I recommend
One might consider
This works
This can potentially
Two approaches matter
There are several approaches
Contraction calibration: Use contractions sparingly for natural rhythm (don't, can't, it's 2-4 per 500 words). Zero contractions sounds like AI or academia. Too many sounds casual.
Commit, don't hedge: Say what you think. "This is the best approach for SMEs" not "This could arguably be considered a viable approach." Readers trust writers who commit.
Read references/editorial-standards.md for punctuation, capitalisation, numbers, and grammar rules.
French Voice
Write as a bilingual professional would for francophone African business readers Dakar boardrooms and Abidjan tech meetups, not Parisian literary prose.
Formal but accessible. Vous throughout. Professional register. Not stiff or bureaucratic.
Concrete vocabulary. "entreprise" not "firme", "mettre en place" not "implementer", "formation" not "enseignement".
No anglicisms where French words exist. Say "logiciel" not "software", "numerique" not "digital", "reseau" not "network". Technical terms (ERP, API, SaaS) stay in English.
Accents mandatory. Every e, e, e, c, a, u must be correct. Gender agreement verified.
SEO Requirements (Every Article)
On-Page SEO Checklist
Title tag{Article Title} {Author Name} (under 60 chars). Must contain primary keyword. Don't write cute-only headlines combine creative hook with search-practical keywords: "The Three-Hour Problem: Fixing Slow Reconciliation in Multi-Branch Retail". See references/writing-craft.md headline rules.
Meta description under 155 chars. Must include primary keyword + geographic location.
Hreflang links between all language versions (automatic from BaseLayout)
Open Graph title, description, featured image via ogImage={heroImg.src} prop on BaseLayout (each article uses its own featured image, not the default site OG image)
Sitemap remove noindex after first real article so blog pages are indexed
Page speed all images optimised via Astro <Image>, lazy loading on in-article images
Keyword Research Per Article
Every article targets at least one keyword cluster. Research what the target audience searches for:
Use the primary service terms from the company profile
Featured image present, minimum 1200px wide, loading="eager"
At least 2 in-article images (1 landscape + 1 portrait)
All images have descriptive alt text
All images use Astro <Image> component
Images distributed through article body, not clustered
Design
Layout variation differs from the previous article
Design matches article tone and website brand
Mobile-responsive at 375px, 768px, 1280px
Author bio section present
frontend-design plugin used for design decisions
SEO
Title tag under 60 chars with primary keyword
Meta description under 155 chars with keyword + location
Primary keyword in first 100 words, one h2, and conclusion
Article JSON-LD schema with all required fields including image (heroImg.src)
OG image uses article's featured image via ogImage={heroImg.src} (not default site OG)
Featured image is landscape orientation for optimal OG/social sharing display
Internal links to at least 3 other pages
Featured image alt text includes primary keyword
Hreflang tags present
Technical
npm run build passes with no errors
Blog index updated with new article card
noindex removed from blog pages (if first real article)
All images tracked in _catalog.json
References
File
When to Read
references/writing-craft.md
During outlining and writing 7-step process, lead types (9 techniques), article arc (nut 'graph, full circle), sentence craft, headline SEO formula, clarity, conciseness
references/content-strategy.md
During planning audience segments, buyer journey, SEO strategy, pillar content, touchpoints
references/reader-experience.md
During planning and review touchpoint mapping, reader types, quality gates, tone calibration
references/storytelling.md
During writing authentic stories, cultural markers, the human touch
references/editorial-standards.md
During proofing punctuation, capitalisation, numbers, grammar, British spelling
references/article-design.md
During page building layout variations, image placement, design variety
When an article supports a premium offer, lead magnet, sales conversation, or objection-handling goal
Cross-cutting skills that apply throughout:
language-standards language and tone standards for all languages
east-african-english detailed English voice guide (if present in project)
premium-commercial-writing commercial authority, premium positioning, proof, CTAs, and SEO/AI-search visibility
brand-alignment visual and messaging consistency with the overall website brand
seo multi-language SEO, hreflang, language-specific sitemaps (ensures articles are SEO-ready)
sales-copywriting headline formulas, fascination bullets, closing techniques (always active for all articles)
Blog Index Page Structure
The blog index page (/en/blog/, /fr/blog/) is one of the most visited pages. Don't just show a grid of latest posts. Structure it for discovery:
Blog focus statement (1-2 sentences at the top) tell readers what you blog about
Featured posts row 2-3 hand-picked posts (most popular, posts with lead magnets)
Newsletter signup prominently placed for visitors impressed by your content
Topic categories list several post categories so readers can jump to topics of interest
Latest posts grid chronological listing below the curated sections
Heading Substance Test
After writing a blog post, scroll through reading only the section headings. If a reader could learn everything from the headings alone, the article lacks substance you've written "X obvious things about Y" formatted beautifully but without depth.
Fix: Don't just repeat what everyone else says. Add your own perspective, look at the topic from an unexpected angle, add a twist in the headings while keeping them clear, inject personality and humour.
Blog Taxonomy Rules
If the site has blog categories and tags:
All categories should contain approximately equal numbers of posts
If one category is twice as large as the rest, split it into two
Do not assign too many categories or tags to a single post
Remove tags or categories used only once or twice
Show categories early on the page (near the top), not hidden at the bottom in small grey text
Each category and tag page should have a title and short description
Evidence Produced
Evidence
Format
Acceptance condition
Publication-ready article package decision trace
Sources, calculations, assumptions, countercase, and selected action
A reviewer can trace the selected action and rejected alternatives to the cited inputs.
Exception record
Failed and not-assessed checks with owner and due action
The register exposes every unresolved exception that could lead to publishing unsupported claims or unlicensed media.
Capability and Permission Boundaries
Read supplied records and use non-mutating checks to produce the publication-ready article package; drafting files and previews; publication requires explicit approval is permitted when requested. Do not publish, contact third parties, alter live systems, commit funds, or claim legal, tax, audit, valuation, ESG, or investment assurance without the owner's explicit authorisation and the appropriate reviewer.
Degraded Mode
If approved brief, audience, verified sources, voice, media rights, and publish target cannot be obtained, return a qualified publication-ready article package covering only the checks that remain supportable. Leave this decision unresolved: whether the article is accurate, distinctive, accessible, and ready for approval. Record the evidence owner and next check; an inaccessible source, tool, or reviewer is never a pass.
Decision Rules
Decision condition
Action
Failure or risk avoided
Evidence is sufficient to decide: whether the article is accurate, distinctive, accessible, and ready for approval
Record the conclusion, source trail, owner, and review trigger in the publication-ready article package.
Risk of publishing unsupported claims or unlicensed media
Material evidence conflicts or remains uncertain
Draft the disputed section from the verified source notes in two structures and retain the version that answers the reader question without unsupported claims.
Selecting an option without resolving the decision-relevant uncertainty
Required evidence is missing: approved brief, audience, verified sources, voice, media rights, and publish target
Mark the decision on whether the article is accurate, distinctive, accessible, and ready for approval not assessed in the publication-ready article package, and send it to the editor and publishing owner.
Otherwise, the work risks publishing unsupported claims or unlicensed media
Quality Standards
Accept the publication-ready article package only when evidence is sufficient for this decision: whether the article is accurate, distinctive, accessible, and ready for approval. Assumptions and countercases remain visible, calculations and cross-references reconcile, and the reviewer can see how the recommendation addresses the risk of publishing unsupported claims or unlicensed media.
Worked Example
A draft cites a market percentage with no traceable source. Remove or verify the figure, preserve the useful argument, record image rights, and return an unpublished review copy.
