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Strategic Blog Development Framework
This template establishes a systematic approach for planning and executing blog content that advances business objectives. It is designed for early-stage sleep technology companies entering the consumer market, where establishing credibility and driving specific reader actions are critical.
Section 1: Strategic Foundation
Complete this section in full before drafting any content. Each field must have a clear, actionable entry.
1.1 Core Strategic Elements
| Element | Requirements & Guiding Questions | Example |
|---|---|---|
| Target Audience | Define the specific reader segment. Consider: demographics, current solutions they use, pain points, level of technical sophistication. Be precise. | “Tech-savvy consumers aged 25-45 currently using wearables for health tracking but seeking deeper sleep insights” |
| Core Message | One sentence capturing the essential insight or claim. This is what the reader must remember. | “While wrist-worn devices estimate sleep through indirect measures, EEG technology directly observes brain activity—the actual source of sleep stages” |
| Intended Action | Single, specific action you want the reader to take. Avoid multiple CTAs. | “Join our early access program for priority product availability” |
| Competitive Context | How will you position alternatives? Frame as “different tools for different needs” rather than inferior products. | “Smartwatches excel at 24/7 activity monitoring and convenience. For those seeking laboratory-grade sleep analysis at home, brain-based measurement offers fundamentally different—and more detailed—insights” |
1.2 Content Planning Elements
| Element | Requirements | Checklist |
|---|---|---|
| Working Title | Create 3-5 options. Must be clear, benefit-oriented, and honest. | ☐ Reflects core message \ ☐ Indicates value to reader \ ☐ Avoids clickbait |
| Required Assets | List specific data, images, or demonstrations needed. If unavailable, mark as “TO GENERATE” | ☐ Data visualizations identified \ ☐ Product images specified \ ☐ Comparison charts outlined |
| Credibility Elements | What evidence supports your claims? Studies, pilot data, technical specifications? | ☐ Sources identified \ ☐ Data permissions verified \ ☐ Technical accuracy confirmed |
Section 2: Content Structure Guidelines
2.1 Recommended Length and Format
Total length: 800-1,200 words for standard posts; 1,500-2,000 for technical deep-dives Paragraph length: Maximum 3 sentences Section length: 150-300 words per H2 section Visual frequency: One supporting element every 250-350 words
2.2 Standard Post Architecture
Introduction (50-100 words)
Open with relatable scenario or compelling data point Confirm relevance to target audience State what the reader will gain Transition to main content
Body Structure
Use descriptive H2 headings that allow scanning Break complex topics into H3 subsections Employ bullet points for comparisons or key features Bold critical phrases but sparingly Include data/visuals at natural break points
Conclusion & CTA (75-125 words)
Restate core message concisely Bridge logically to intended action Present single, clear call-to-action Make next step frictionless
Section 3: Editorial Standards
3.1 Tone and Voice Guidelines
| Principle | Implementation | Example |
|---|---|---|
| Authoritative yet Accessible | Demonstrate expertise without jargon. Define technical terms on first use. | “EEG (electroencephalography—measurement of brain electrical activity) provides…” |
| Respectful of Competitors | Position alternatives as valuable within their scope | ✗ “Fitness trackers give inaccurate sleep data” \ ✓ “Fitness trackers effectively monitor daily activity patterns. For clinical-grade sleep architecture analysis, brain-based measurement provides a different dataset” |
| Evidence-Based Claims | Support assertions with data or established science | “Studies show that 30% of perceived 'light sleep' is actually wake time when measured via EEG” |
3.2 Language Standards
Inclusive Language Requirements
Person-first terminology: Use "people experiencing insomnia" not "insomniacs" Gender-neutral default: Use "they/them" or plural constructions Accessible descriptions: Avoid ableist language; focus on function not limitation
Technical Communication Standards
Define acronyms: Always expand on first use Translate features to benefits: "Six dry electrodes" → "Six dry electrodes mean no gels or complex setup—just comfortable, accurate measurement" Avoid hyperbole: No "revolutionary," "breakthrough," or "game-changing" without substantiation
Section 4: Pre-Publication Checklist
4.1 Content Verification
☐ Target audience clearly defined ☐ Core message present in introduction and conclusion ☐ Single, clear call-to-action ☐ Competitive positioning respectful and accurate ☐ All claims supported by evidence ☐ Technical terms defined
4.2 Asset Verification
☐ All referenced data/images created or sourced ☐ Visuals labeled with units, axes, and context ☐ Product images show real prototypes (not renders) ☐ Alt text provided for accessibility ☐ Image permissions/consent documented
4.3 Quality Assurance
☐ Mobile layout tested ☐ Links functional ☐ No spelling/grammar errors ☐ Headings create logical hierarchy ☐ Reading time under 7 minutes
Section 5: Common Pitfalls to Avoid
| Pitfall | Why It Matters | Solution |
|---|---|---|
| Generic educational content | Readers can find this on Wikipedia; provides no business value | Focus on unique insights, comparisons, or applications specific to your technology |
| Multiple CTAs | Confuses reader; reduces conversion | One primary action per post |
| Attacking competitors | Damages credibility; appears defensive | Frame as “different approaches for different needs” |
| Publishing without assets | Undermines authority; looks amateur | Complete asset requirements before writing |
| Overly technical language | Alienates consumer audience | Write for intelligent non-specialists; define terms |
| Stock photography | Reduces authenticity | Use real product images, team photos, or original graphics |
Section 6: Topic Categories for Sleep EEG Devices
Consider these proven content angles when planning posts:
Technology Comparisons
EEG vs. actigraphy vs. heart rate variability Home sleep monitoring vs. sleep lab studies Different electrode configurations and their trade-offs
Use Case Explorations
Optimizing sleep for shift workers Tracking sleep architecture changes during stress Monitoring sleep quality improvements from interventions
Scientific Foundations
How sleep stages are actually determined Why brain activity matters for sleep assessment The limitations of movement-based tracking
Product Development Insights
Designing comfortable dry electrodes Balancing accuracy with usability Real-world testing and validation processes
Implementation Protocol
Planning Phase: Complete Section 1 entirely before proceeding Drafting Phase: Follow Section 2 structure; apply Section 3 standards Review Phase: Execute Section 4 checklist systematically Approval: Verify no items from Section 5 are present Publication: Schedule for optimal audience engagement times
Remember: Every post must drive a specific business outcome—awareness, credibility, or conversion. Content without purpose is wasted effort.