blog-writer

name

blog-writer

description

Generate SEO-optimised, bilingual blog articles with featured images, in-article photography, and distinctive per-article design. Creates article content in docs/{lang}/blog/, builds Astro blog pages with Article JSON-LD, and updates the blog index. Works for any client website and any topic. Use when the user says "write a blog article", "create a blog post", "publish a blog", "write about [topic]", or wants to add content to the blog section.

Blog Writer Article Generation Skill

Overview

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.

Required Inputs

• 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

1. Read the client and site context before drafting.
2. Confirm the article angle, audience intent, and outcome the article should create.
3. Draft the article with strong structure, human voice, and useful specificity.
4. Apply premium-commercial-writing when the article must build authority, support a premium offer, handle objections, or perform in SEO/AI search.
5. Apply SEO, design, and publishing integration requirements where relevant.
6. Reconcile the article with brand voice, existing content, and site structure.
7. Flag unsupported claims, weak sourcing, or missing assets.

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.

Outputs

• 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:

1. docs/en/company-profile.md (and all enabled language versions) author background, services, expertise
2. src/pages/en/blog.astro current blog index structure (check for existing articles)
3. src/pages/fr/blog.astro French blog index (if FR enabled)
4. src/layouts/BaseLayout.astro layout props, structured data, design system
5. src/styles/global.css current styles (add prose styles if missing)
6. Existing articles in src/pages/{lang}/blog/ count them to determine layout variation
7. photo-bank/ scan for article photos the user has uploaded
8. src/assets/images/_catalog.json current image catalog

Read the reference files as needed during writing:

• references/human-voice-standards.md READ FIRST AI vocabulary/phrase/structure blacklists, human voice techniques, self-check (ensures content sounds 100% human)
• references/writing-craft.md 7-step process, sentence craft, paragraph structure, opening hooks, clarity, conciseness
• references/content-strategy.md audience segments, buyer journey, SEO strategy, R.E.S.U.L.T.S. framework, blog creation checklist, 5-stage keyword mapping
• seo/references/seo-content-writing.md keyword density rules, search intent types, featured snippets, voice search, on-page SEO checklist
• sales-copywriting/references/headline-mastery.md Read for ALL blog headlines (10 formulas + 4 U's scoring)
• sales-copywriting/references/resistance-and-objections.md Read for persuasive and opinion articles
• references/reader-experience.md touchpoint mapping, reader types, quality gates, tone calibration, publishing rhythm
• 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:

1. Article title (or topic idea)
2. Brief summary (2-5 sentences describing what the article should cover)
3. 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

Step 0: Read Idea Summary (if available)

If references/topic-ideas.md exists and contains a summary for this article's topic:

1. Read the full 200-word hybrid summary for this topic
2. Extract and use as planning inputs:
   • Audience target reader segment
   • Buyer Stage awareness, consideration, or decision
   • Format content format (how-to, case study, list, etc.) read blog-idea-generator/references/content-formats.md for the structural template
   • Angle the specific twist that differentiates this article
   • Key Points section headings or core coverage areas
   • CTA Goal what action the reader should take
   • SEO Keywords primary and secondary targets
   • Tier SEO driver, authority builder, or thought leadership
3. The idea summary is a starting point, not a straitjacket adapt based on research in Step 1

If no idea summary exists, proceed directly to Step 1.

Step 1: Research and Plan

1. Read the company profile to understand the author's expertise and experience. Build a voice profile (see references/human-voice-standards.md Voice DNA Extraction): analyse the author's sentence patterns, vocabulary, opinions, register from their docs. Extract 5-10 characteristic sentences as tone anchors.
2. Identify the target audience segment for this article (see references/content-strategy.md)
3. Identify the reader types this article must serve: Scanner, Deep Diver, Sceptic, Action-Taker (see references/reader-experience.md)
4. Determine which buyer journey stage the article targets: Awareness, Consideration, or Decision
5. Identify 2-3 target SEO keywords from the topic (see Keyword Strategy below)
6. Choose the content organisation pattern (see references/writing-craft.md)
7. Choose an opening hook technique (question, startling fact, story, current event, bold assertion, poster child, scene-setter, significant detail, profile lead see references/writing-craft.md)
8. Map the 5 touchpoints: pre-touch (title/meta), first touch (hero/opening), core touch (body), last touch (conclusion/CTA), in-touch (related articles/newsletter)
9. Produce an outline with 5-8 section headings (h2s)
10. Identify which stories from the author's experience to include (see references/storytelling.md)
11. Present the outline to the user for approval before writing

Step 2: Process Article Photos

1. Scan photo-bank/ for photos the user uploaded for this article
2. Measure dimensions of each photo
3. Copy to src/assets/images/ following the photo-manager pipeline
4. Assign roles: featured (hero), landscape (in-article), portrait (in-article)
5. Update _catalog.json with article photo entries
6. Minimum: 1 featured + 1 landscape + 1 portrait = 3 photos. Maximum: 1 featured + 4 in-article = 5 photos.
7. If fewer than 3 photos are available, note what is needed and proceed with available images

Step 3: Write English Article

Save to docs/en/blog/{slug}.md:

---
title: "Article Title in Title Case"
slug: "article-slug-here"
date: "YYYY-MM-DD"
author: "Author Name"
category: "Category Name"
description: "SEO meta description  under 155 characters, includes primary keyword and location."
keywords: ["primary keyword", "secondary keyword", "tertiary keyword"]
featured_image: "filename-of-hero-image.jpg"
images: ["landscape-image.jpg", "portrait-image.jpg"]
read_time: "X min read"
---

Article body here...

Writing requirements (detailed in references/writing-craft.md):

• 1,500-2,500 words detailed, rich, educational. Every word earns its place.
• Opening hook first paragraph grabs attention. Never open with a definition or generic statement. Consider poster child, scene-setter, significant detail, or profile lead types (see references/writing-craft.md).
• Nut 'graph if the opening uses a story or anecdote, follow it (paragraphs 2-4) with a grounding paragraph that states what the article is actually about. Without this, soft openings feel directionless.
• Pain point formula demonstrate understanding of the reader's problem before offering solutions.
• At least one story from the author's real experience with specific details (places, outcomes, lessons).
• Concrete language specific numbers, named places, real examples. No vague abstractions.
• Active voice at least 90% of sentences. Passive voice only when the actor is unknown or unimportant.
• Sentence variety average 15-20 words. Mix short (8-10) with medium (25-30). Never exceed 35.
• One idea per paragraph 2-4 sentences each. Topic sentence leads.
• Scannable clear h2 headings, bulleted lists where enumerable, bold for key terms.
• Internal links link to relevant service, portfolio, about, and contact pages.
• Image placement markers indicate where in-article images should appear: [IMAGE: landscape-image.jpg caption text]
• Full circle ending reconnect the conclusion to the opening. If you opened with a poster child, bring them back. If you opened with a scene, return to it transformed. Readers feel closure and reward.
• CTA conclusion end with a clear, natural call to action (not a sales pitch).
• Clarity use "because" not "since", "although" not "while", "can" for ability, "might" for possibility. No ambiguous words for multilingual readers.
• Conciseness cut filler ("in order to" "to", "due to the fact that" "because"). Delete weak modifiers (really, very, quite, basically).
• Linking flow every paragraph connects to the previous one with a logical bridge or transition word.

Human voice requirements (from references/human-voice-standards.md):

• Zero AI vocabulary never use Tier 1 blacklist words (delve, tapestry, landscape, leverage, navigate, foster, realm, etc.). Check every sentence.
• Zero AI phrases never open with "In today's...", "Have you ever wondered...", "It's important to note...". See full blacklist.
• Burstiness mandatory every 500-word section must contain 3+ sentences under 8 words and 1+ sentence over 25 words.
• Take positions at least 3 clear opinions per article. "I recommend" not "One might consider".
• Client language mine vocabulary from docs/ files and use the client's own words.
• Strategic contractions 2-4 per 500 words (don't, can't, it's). Never in headlines.
• Sensory detail in stories what it looked like, felt like, sounded like. Not just what happened.
• Write then cut draft 30% more than needed, then cut ruthlessly in revision.
• Max 2 em dashes per article. Vary paragraph lengths (1 sentence, then 4, then 2).

Step 4: Write French Article

Save to docs/fr/blog/{slug}.md with identical frontmatter structure.

This is adaptation, not translation. The French article must:

• Restructure paragraphs for natural French flow
• Use francophone African examples (Dakar, Abidjan, Douala) where English uses anglophone ones
• Feel like it was written in French first
• Use formal register throughout (vous, never tu)
• Follow West African francophone business conventions (see voice guides below)
• 1,800-3,000 words French naturally expands 20-30% from English
• Accents mandatory on every character (e, e, e, c, a, u, o, i)

Quality Gate: Verify Against Idea Summary

If this article was generated from an idea summary (Step 0), verify alignment before proceeding to design:

• Audience match article addresses the specified reader segment
• Format compliance article follows the structural template for the specified format
• Key points covered all key points from the summary are addressed in the article
• Angle delivered the unique angle is evident, not generic
• SEO keywords placed primary keyword in title, first 100 words, at least one h2, and conclusion
• CTA goal achieved conclusion drives the specified action
• Tier alignment Tier 1 articles prioritise SEO; Tier 2 prioritise depth; Tier 3 prioritise voice

If any check fails, revise the article before proceeding.

Step 5: Design and Build Astro Pages

Invoke the frontend-design plugin for article page design.

1. Count existing articles to determine which layout variation to use (cycle through A, B, C, D)
2. Select colour accent based on article category/tone
3. Create src/pages/en/blog/{slug}.astro and src/pages/fr/blog/{slug}.astro
4. Include: Article JSON-LD schema, featured image, in-article images, author bio, CTA
5. Pass the featured image as the OG image: <BaseLayout ... ogImage={heroImg.src}> each article must use its own featured image for Open Graph, not the default site OG image
6. Use heroImg.src in the JSON-LD image field: "image": \${siteUrl}${heroImg.src}``
7. The featured image must be landscape orientation (wider than tall) for optimal OG display
8. Add prose styles to global.css if not already present

See references/article-design.md for layout variations, image treatment, and design variety system.

Step 6: Update Blog Index

Update src/pages/en/blog.astro and src/pages/fr/blog.astro:

• Add the new article card with featured image thumbnail, title, category, date, read time, excerpt
• If this is the first real article: remove "Coming Soon" cards and remove noindex meta tag
• Keep the newsletter section
• Order articles newest-first

Step 7: SEO Verification

Verify every SEO requirement (see full SEO checklist below):

• Title tag under 60 chars with primary keyword
• Meta description under 155 chars with primary keyword + location
• Article JSON-LD schema (headline, author, datePublished, publisher, description, image)
• Primary keyword in first 100 words, at least one h2, and conclusion
• Internal links to service/portfolio/contact pages
• Featured image has descriptive alt text with keyword
• Canonical URL correct
• Hreflang links between EN and FR versions

Step 8: Build and Verify

Run npm run build and confirm:

• No build errors
• Article pages render correctly in both languages
• All images load and are optimised
• Blog index shows the new article

---

English Voice

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

1. 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.
2. Meta description under 155 chars. Must include primary keyword + geographic location.
3. URL slug lowercase, hyphenated, keyword-rich: /en/blog/erp-implementation-mistakes/
4. Heading hierarchy one h1 (article title), 4-7 h2s (main sections), h3s for subsections.
5. Keyword placement:
   • Primary keyword in the title (h1)
   • Primary keyword in the first 100 words
   • Primary keyword in at least one h2
   • Primary keyword in the conclusion
   • Secondary keywords distributed naturally through body text
   • Never keyword-stuff. Every instance must read naturally.
6. Alt text every image has descriptive alt text. Include the primary keyword in the featured image alt.
7. Internal links at least 3 per article: one to a service page, one to about/portfolio, one to contact.
8. External links link to authoritative sources when citing facts or data (opens in new tab).

Structured Data (Article JSON-LD)

Every article page must include:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Article Title",
  "author": {
    "@type": "Person",
    "name": "Author Name",
    "url": "https://site.com/en/about/"
  },
  "datePublished": "2026-03-01",
  "dateModified": "2026-03-01",
  "publisher": {
    "@type": "Organization",
    "name": "Company Name",
    "url": "https://site.com"
  },
  "description": "Meta description",
  "image": "https://site.com/path/to/featured-image.jpg",
  "inLanguage": "en-GB",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://site.com/en/blog/article-slug/"
  }
}

Technical SEO

• Canonical URL automatic from BaseLayout
• 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
• Append geographic modifiers (city, country, region)
• Prefer long-tail phrases (higher intent, less competition)
• Include the primary keyword and 2-3 secondary keywords naturally

---

Article Quality Standards

Element	Standard
Word count	1,500-2,500 words (EN) / 1,800-3,000 words (FR)
Paragraphs	2-4 sentences each, max 5. One idea per paragraph.
Headings	h2 for main sections (4-7 per article), h3 for subsections
Lists	Use where content is naturally enumerable (max 9 items per list)
Images	1 featured + 2-4 in-article (at least 1 landscape + 1 portrait)
Stories	At least 1 concrete story from the author's experience
Internal links	At least 3 (service, about/portfolio, contact)
CTA	Natural call to action in the conclusion
Read time	Calculate at 200 words/min (EN) or 180 words/min (FR)

---

Publishing Checklist

Quality Gates (from references/reader-experience.md)

• 8-Second Test title, hero image, and first paragraph make you want to keep reading
• Scanner Test headings, bold text, and first sentence of each section convey the key points
• So-What Test every major claim is followed by what the reader can do with it
• Ambiguity Test no word could mean two things to a non-native English speaker
• Touchpoint Test every transition feels natural and the conclusion has a clear "what's next"

Content Quality

• Article is detailed, educating, and provides genuine value
• At least one authentic story with specific details (places, outcomes)
• Concrete language throughout no vague abstractions
• Active voice in 90%+ of sentences
• Opening hook captures attention (not a definition or generic statement)
• Conclusion has a clear, natural CTA
• No filler phrases (in order to, due to the fact that, it is important to note)
• No weak modifiers (really, very, quite, basically, actually)
• Every paragraph connects to the previous one with a logical bridge

Human Voice (from references/human-voice-standards.md)

• Zero Tier 1 AI blacklist words (delve, tapestry, landscape, leverage, realm, navigate, foster, etc.)
• Zero banned AI phrases ("In today's...", "It's important to note...", "Game-changer", etc.)
• Burstiness present 3+ short sentences (<8 words) per 500-word section
• At least 3 clear opinions the author stands behind
• Paragraph lengths vary (1, 2, 3, 4 sentences not all the same)
• Max 2 em dashes in the entire article
• No "Furthermore/Moreover/Additionally" as paragraph openers
• Stories contain at least one sensory or physical detail
• 2-4 contractions per 500 words (natural rhythm, not zero)

Language

• English: British spelling, East African professional tone, warm but measured
• French: formal francophone African register, vous throughout, accents correct
• French article feels native not a translation

Images

• 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
references/ideation-and-research.md	During planning ideation techniques (clustering, spin, 9 value-adding angles, W5 discovery), research methods (2X rule, evidence types), competitor analysis framework, headline generation
references/topic-ideas.md	When suggesting topics curated list with keyword targets (project-specific, generated by blog-idea-generator skill)
../premium-commercial-writing/references/seo-ai-search-visibility.md	When an article must rank, answer search intent, earn AI-search citation, or build topical authority
../premium-commercial-writing/references/commercial-persuasion-patterns.md	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:

1. Blog focus statement (1-2 sentences at the top) tell readers what you blog about
2. Featured posts row 2-3 hand-picked posts (most popular, posts with lead magnets)
3. Newsletter signup prominently placed for visitors impressed by your content
4. Topic categories list several post categories so readers can jump to topics of interest
5. 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