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## Part 1: Strategic Planning Framework
Complete this section before drafting any content. Each field must align with business objectives.
| Element | Requirements & Guiding Questions | Example |
|---|---|---|
| Target Audience | Define the specific segment. Consider: demographics, current solutions they use, pain points, sophistication level. | Quantified-self enthusiasts aged 25-45 who track sleep with wearables but seek deeper insights into sleep quality |
| Core Message | One sentence capturing the primary insight readers must retain. This drives all content decisions. | EEG-based monitoring reveals brain activity patterns that movement-based trackers cannot detect, providing actionable insights for sleep optimization |
| Intended Action | Single, specific behavior you want readers to take. Avoid multiple CTAs. | Join early access waitlist for beta testing program |
| Competitive Context | How to position alternative solutions constructively. Acknowledge their strengths while clarifying different use cases. | Wrist-worn devices excel at 24/7 activity tracking and convenience; EEG devices provide clinical-grade sleep stage analysis for those prioritizing sleep optimization |
| Required Assets | List specific data, images, or demonstrations needed. Mark items as “TO CREATE” if not available. | 1. Comparison chart: sleep stage accuracy (EEG vs accelerometer) 2. Product photo on nightstand 3. Sample hypnogram from our device |
## Part 2: Content Structure Guidelines
### 2.1 Optimal Length * Target: 800-1,200 words for consumer-focused content * Technical deep-dives: 1,500-2,000 words for researcher/clinician audiences * Prioritize depth over length — every paragraph must serve the core message
### 2.2 Standard Post Architecture
``` 1. Headline (8-12 words)
└─ Clear value proposition aligned with core message
2. Introduction (50-100 words)
├─ Hook: relatable problem or striking insight └─ Promise: what reader will gain
3. Body Sections (3-5 sections)
├─ H2: Main concept headers ├─ H3: Supporting points ├─ Short paragraphs (2-3 sentences max) └─ Visual breaks: bullets, images, charts
4. Conclusion & CTA (75-100 words)
├─ Reinforce core message └─ Single, clear call-to-action
```
### 2.3 Essential Sections by Audience Type
| Audience | Required Sections | Tone Adjustments |
|---|---|---|
| Consumers | Problem validation, solution comparison, user benefits, social proof | Conversational but credible; minimize jargon |
| Researchers | Methodology transparency, data quality metrics, validation studies, collaboration opportunities | Technical precision; include citations |
| Investors | Market opportunity, competitive advantages, traction metrics, team expertise | Business-focused; emphasize scalability |
## Part 3: Editorial Standards & Style Guide
### 3.1 Language Principles
* Person-first language mandatory
- ❌ “insomniacs” → ✓ “individuals experiencing insomnia”
- ❌ “sleep disorder sufferers” → ✓ “people managing sleep conditions”
* Inclusive writing
- Default to “they/them” for singular examples
- Use “users,” “individuals,” or role-specific terms
- Avoid assumptions about family structures or lifestyles
* Technical terminology
- Define on first use: “REM (Rapid Eye Movement) sleep”
- Link to glossary for recurring terms
- Provide analogies for complex concepts
### 3.2 Competitor Positioning Framework
Template for respectful comparison:
“[Competitor/category] excels at [genuine strength], making it ideal for [use case]. For users specifically seeking [our differentiator], EEG-based monitoring provides [unique value].”
Example:
“The Oura Ring excels at continuous health monitoring and long-term trend analysis, making it ideal for holistic wellness tracking. For users specifically seeking to understand why they wake unrested despite adequate sleep duration, EEG-based monitoring provides the brain activity data necessary to identify sleep stage disruptions.”
### 3.3 Tone Guidelines
* Authority without arrogance: Support claims with data, not superlatives * Empathetic problem acknowledgment: Validate reader frustrations without dramatization * Solution-focused optimism: Present technology as tool, not miracle cure * Accessible expertise: Explain complex concepts through relatable analogies
## Part 4: Pre-Publication Checklist
### 4.1 Content Verification - [ ] Core message appears in headline, introduction, and conclusion - [ ] Single, clear CTA with minimal friction - [ ] All claims supported by data or citations - [ ] Competitor mentions follow positioning framework - [ ] Technical terms defined on first use
### 4.2 Accessibility & Formatting - [ ] All images include descriptive alt text - [ ] Headings follow semantic hierarchy (H2 → H3) - [ ] Paragraphs ≤ 3 sentences for mobile readability - [ ] Links use descriptive text (not “click here”) - [ ] Content passes readability analysis (target: 8th-grade level for consumers)
### 4.3 Asset Quality Control - [ ] Data visualizations include clear labels and units - [ ] Product images show real prototypes (not renders) - [ ] Charts highlight key insights with annotations - [ ] Human subjects in images have provided consent - [ ] File sizes optimized for web performance
## Part 5: Common Pitfalls & Solutions
| Pitfall | Impact | Solution |
| ——— | ——– | ———- |
| Multiple CTAs | Decision paralysis, reduced conversions | Choose primary action; save others for follow-up |
| Generic stock photos | Reduced authenticity and trust | Use actual product shots or team photos |
| Over-explaining basics | Reader abandonment | Link to external resources; focus on unique insights |
| Jargon without context | Alienates non-technical readers | Always provide plain-language explanation |
| Defensive competitor comparisons | Appears insecure | Emphasize different tools for different needs |
## Part 6: Blog Topics Aligned with Business Objectives
### 6.1 Establishing Credibility * Behind the technology: How EEG captures what other devices miss * Team spotlight: Sleep researchers explain why they joined our mission * Validation study results: Comparing our accuracy to sleep lab polysomnography
### 6.2 Demonstrating Product Value * Case study: How beta users discovered their optimal sleep schedule * Feature deep-dive: Understanding your personal sleep architecture * Real user data: What 30 nights of EEG monitoring revealed
### 6.3 Building Community * Sleep optimization strategies based on EEG insights * Q&A with sleep medicine physicians on home monitoring * Beta user stories: From sleep tracking to sleep mastery
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Implementation Note: Save a completed Part 1 for each planned post in your project management system before content creation begins. This ensures strategic alignment and prevents scope creep during writing.