Editorial playbook. Target keywords, blog templates, content calendar, SEO rules, and quality standards.
Recommended order: COMPANY → MARKETING → CONTENT → OUTREACH → SUPPORT
CONTENT.md — [Company Name]
This is your editorial playbook. AI agents read this to know what to write, how to write it, and when to stop and ask for human input. Pairs with COMPANY.md (brand voice, ICP language) and MARKETING.md (channels, cadence).
Target Keywords
Primary keywords (high priority, feature in every possible piece)
| Keyword | Monthly search volume (est.) | Intent | Content type |
|---|---|---|---|
| [keyword 1] | [volume] | [informational/transactional/navigational] | [blog/landing page] |
| [keyword 2] | [volume] | ||
| [keyword 3] | [volume] |
Secondary keywords (include when relevant)
| Keyword | Monthly search volume (est.) | When to use |
|---|---|---|
| [keyword 4] | [volume] | [context] |
| [keyword 5] | [volume] | [context] |
Keywords to avoid
- [Brand names we don't want to rank for]
- [Terms that attract the wrong ICP]
Blog Post Template
Every blog post follows this structure. Agents must not deviate from it without explicit instruction.
[Title — target keyword in first 5 words ideally]
[Intro paragraph — 2-3 sentences. Lead with the reader's problem or situation, not with our product.]
## [Problem/Context H2]
[2-3 paragraphs establishing why this matters. Real examples, real numbers if possible.]
## [Solution/Approach H2]
[The meat of the post. Step-by-step is preferred over wall-of-text. Use code blocks for technical content.]
### [Sub-step if needed]
[Sub-step content]
## [Common Mistakes / What to Avoid H2 — optional but high-performing]
[Bullet list of pitfalls]
## [Conclusion / What to Do Next H2]
[1-2 paragraphs summarizing and transitioning to the CTA]
---
## Ready to [outcome]?
[CTA text — one sentence, link to the relevant page]
Meta description format: "[Keyword-rich sentence]. [What reader will learn/get]. [Brief CTA]" — 145-155 characters.
Content Calendar Logic
Weekly cadence:
- [e.g., "2 blog posts per week: Tuesday and Friday"]
- [e.g., "Daily Twitter/X post, 1 thread per week on Wednesdays"]
- [e.g., "Weekly newsletter every Thursday"]
Content mix per month:
- [X%] Evergreen how-to posts (target keywords, long shelf life)
- [X%] Timely posts (product updates, industry news, trends)
- [X%] Founder story / behind-the-scenes
- [X%] Case study / customer story
Seasonal angles:
- [Month/season]: [Relevant content angle for your ICP]
- [Month/season]: [Relevant content angle]
Approval Workflow
| Content type | Who approves | Timeline |
|---|---|---|
| Blog post (routine) | [e.g., Founder reviews, same-day] | [e.g., 24 hours] |
| Blog post (sensitive — pricing, competitors) | [e.g., Founder + CMO] | [e.g., 48 hours] |
| Twitter thread | [e.g., Auto-approve after 1-hour hold] | [e.g., 1 hour] |
| LinkedIn post | [e.g., Founder reviews] | [e.g., 24 hours] |
| Community reply | [e.g., Always human — never auto-post] | [e.g., Same day] |
| Email newsletter | [e.g., Founder reviews + sends manually] | [e.g., 48 hours] |
SEO Rules
- Minimum word count: [e.g., 1,200 words for target keyword posts]
- Keyword density: Target keyword in title, first 100 words, at least 2 H2s, meta description
- Internal linking: Every post links to at least [2-3] other posts or pages on our site
- Image alt text: Descriptive, includes keyword where natural
- URL slug: Lowercase, hyphens, keyword-first (e.g.,
/blog/[keyword]-guide) - Title tag format:
[Keyword] — [Company Name]or[Keyword]: [Value promise]
Quality Bar
Ship it if:
- It directly answers a question from our ICP keyword list
- It includes at least one specific example, number, or case study
- It follows the post template above
- Meta description is written and under 155 characters
- It has been read by at least one human before publishing
- Internal links are included
Revise it if:
- It's vague — no specific examples, all generalities
- It uses our branded language before establishing reader's problem
- The structure doesn't match our template
- It's under the minimum word count for the target keyword
- The title doesn't include the target keyword
Escalate to human if:
- It mentions competitor products by name
- It makes a claim we can't verify
- It covers a topic not on our approved keyword list
- Anything feels off — agents should flag uncertainty, not guess
What We Never Write
- Posts that are essentially ads — content must provide standalone value
- Listicles with no original insight (e.g., "10 tools you should know")
- Content comparing us favorably to specific competitors without explicit approval
- Technical claims that overstate what our product does
- [Add your own]
Last updated: [YYYY-MM-DD] Owner: [Name or role]