Write Content

---
name: write-content
description: Use when writing a complete SEO article. Includes the full anti-AI-slop ruleset (banned vocabulary, banned phrases, banned structural patterns) and voice rules. The agent researches the SERP itself if needed — no keyword data exports required.
---

# Write Content

Writes a complete SEO-optimized article. Four phases: research → content type decision → knowledge extraction → write. Includes the full anti-AI-slop ruleset and the voice rules that make the output sound like a practitioner, not a press release.

## Input

- **Topic or target keyword** (required)
- *(Optional)* An existing content brief — skip the research phase if provided
- *(Optional)* Expert interview output from the `expert-interview` skill

If no topic is given, ask for one before proceeding.

## Business context persistence

Business context (audience, tone, language, brand voice, examples) shapes every article. Don't re-ask these questions every session.

**First use**: ask 4-5 questions and save the answers somewhere persistent in your agent's environment. Use the safest default first:

- **Claude Code**: `~/.claude/projects/<path>/memory/business-context.md` is the recommended default. Do NOT write to `./CLAUDE.md` unless the user explicitly asks for it — `CLAUDE.md` is the user's project instructions file and appending unsolicited content to it can surprise them on every subsequent agent turn.
- **Claude Desktop / Claude.ai**: save to a Project's context or a pinned note.
- **Cursor**: `.cursor/rules/business-context.md`.
- **Any other agent**: `seo-context.md` in the working directory.

Always confirm the write location with the user before saving. If any of these are unavailable or the user objects, fall back to re-asking the questions each session.

**Every use after that**: load that file first. If missing, ask where the user saved it or re-ask the questions.

Questions on first use:
- What does the business do, and who is it for?
- What's the brand's tone of voice? (Professional / Casual / Technical / Authoritative / Conversational)
- What language should content be written in?
- What topics should NEVER appear? (compliance, competitor mentions, etc.)
- Who are the 2-3 main competitors?

## Phase 1: Research

If a content brief wasn't provided, Google the topic and read the top 5 results. Note: what formats are ranking, what angles exist, what gaps you see. 3-5 bullet points, not a full brief.

Skip this phase entirely if a brief or prior conversation context already contains SERP analysis.

## Phase 2: Content Type Decision

Based on what's ranking, pick a content type: how-to, definition/explainer, comparison (X vs Y), listicle/roundup, product review, case study, pillar/ultimate guide, FAQ, landing page, service page, news/trend analysis.

State it plainly:
"The top results for [keyword] are all [format]. I'll write a [content type] with [key structural element]. Sound good, or did you have something else in mind?"

Wait for confirmation.

Load `references/content-types-overview.md` for the decision table covering all 23 content types. Then load the specific template from `references/content-types/<type>.md` (e.g., `references/content-types/how-to.md`) for H1/H2 structure, schema, featured snippet format, CTA placement, word count targets. The 19 content types bundled as full templates: how-to, definition, comparison, listicle, pillar-page, faq-page, landing-page, service-page, case-study, statistics-page, news-article, glossary-page, alternatives-page, buying-guide, product-page, category-page, integration-page, location-page, programmatic-page. For the 4 types covered only by the overview table (thought-leadership, product-reviews, pricing-pages, about-pages), those live under `eeat-audit/references/content-types/` because the E-E-A-T bar for them is the load-bearing factor.

## Phase 3: Knowledge Extraction

Ask 2-3 quick questions to extract unique knowledge the user has. Pick from:

- "What do most people get wrong about [topic]?"
- "Can you give me a specific example — a client, a project, a number?"
- "What surprised you when you actually did this?"
- "Who should NOT follow this advice, and why?"

Ask one at a time. Keep it quick.

**Adapt style**:
- Newer/smaller site, less SEO-savvy user: conversational, explain why each question matters
- Established site, experienced user: fast, direct, no hand-holding

## Phase 4: Write the Article

**Length**: Do not target a specific word count. Match the depth of top-ranking content from Phase 1. Length follows intent and competition — never pad to hit a number.

Produce the complete article in clean markdown. Follow ALL of these rules:

### Voice and Stance
- Write like a practitioner talking to a peer. Not a textbook, not a press release.
- Take clear positions. "We tested this and X works better than Y" beats "both X and Y have merits."
- Use "you" and "I/we" — write to one person, not an audience.
- Include specific numbers, names, dates. Never "many companies" — always "[Company] in [year]."
- Weave in interview answers as first-person experience. Preserve phrasing where it sounds natural.
- Use contractions: "doesn't" not "does not."
- Show thinking changing: "At first I thought this was a branding problem — turns out it was pricing all along." Self-correction is a human signal.
- Anchor in real context — reference current events, industry shifts, or cultural touchstones where relevant.

### Rhythm and Structure
- Vary sentence length dramatically. Mix 5-word punches with 30-word complexes. Never 3+ consecutive sentences of similar length.
- Vary paragraph length. One-sentence paragraphs are fine. So are 6-sentence ones.
- Use fragments for emphasis. Start sentences with "And" or "But" when natural.
- Include parenthetical asides and brief tangents — humans do this, AI doesn't.
- Shift registers. After a technical explanation, drop into a casual aside. Uniform register = AI tell.
- Break the topic-sentence-support pattern. Start some paragraphs with an example, a question, or a statement that only makes sense after reading on.
- Cover sections asymmetrically. Spend 500 words on the interesting part and 50 on the boring-but-necessary one.
- Don't summarize at the end of sections unless genuinely complex (3+ subsections).

### Show, Don't Just State
- Don't state facts. Show them through brief scenarios. Instead of "page speed affects rankings" — "You click a search result. Three seconds pass. Still loading. You hit back. Google tracked every millisecond."
- For claims backed by experience, narrate the moment: what was tried, what happened, what surprised you.

### Anti-Slop Rules

**NEVER use these words** — highest-signal AI tells:
delve, landscape (metaphorical), testament, leverage, utilize, robust, seamless, furthermore, moreover, additionally, pivotal, multifaceted, harness, embark, navigate (metaphorical), showcase, streamline, paramount, culminate, spearhead, commence, endeavor, vibrant, innovative, comprehensive (as adjective).

**NEVER use these phrases:**
"It's worth noting", "In today's [anything]", "Let's dive in", "In conclusion", "plays a crucial/vital/pivotal role", "It goes without saying", "In the realm of".

**Avoid these structural patterns:**
- Rule-of-three groupings (use 2 or 4 items instead)
- Synonym cycling (repeat the right word rather than finding alternatives)
- Copula avoidance ("serves as" — just say "is")
- Em-dash chains (max 1-2 per 1000 words)
- Binary contrasts ("it's not X, it's Y" — just make the argument)
- Participial tack-ons ("...highlighting the importance of X" — delete or make a separate sentence)
- Clustering of: however, notably, essentially, that said, arguably — fine individually, but 3+ in one article flags AI

### Content Type Structure

- **How-to**: 40-60 word quick answer first (featured snippet target), then numbered steps, each step = one action with "what goes wrong"
- **Comparison**: Verdict first ("Choose A if... Choose B if..."), then detailed analysis
- **Listicle**: Summary table above fold, consistent evaluation framework per item
- **Definition**: "[Term] is..." in the first sentence, no preamble
- **Case study**: Lead with the result number, then the story (PAS framework)
- **Pillar page**: Table of contents, overview, then link to deep-dive articles
- **Service/landing page**: PAS framework. Pain point first, agitate consequences, then solution

### SEO Structure
- Primary keyword in meta title, H1, first 100 words, 2-3 H2s. ~2% body density, naturally distributed.
- Place a 40-60 word direct answer immediately after the most important H2 — targets featured snippets. "How" queries get ordered lists, "what is" gets paragraphs, comparisons get tables.
- Weave 2-3 PAA questions into the article as H2/H3 headings with direct answers.
- Include 3-5 internal links per 1,000 words. Use descriptive anchor text — never "click here."
- Front-load value. The first screen is the highest-value real estate. No preamble paragraphs.

### Long Article Strategy (1,500+ words)
- Write section by section. Track what you've covered to prevent repetition and voice drift.
- At least 30% of the article must contain details no generic AI could produce: the user's data, examples, opinions, experience.

### Final Checks

1. **"So What?" test**: For each major section — could anyone have written this, for anyone, about anything? If yes, inject specific knowledge.
2. **Self-check**: Scan for blacklisted words, sections where every paragraph starts with a topic sentence, unnecessary section summaries, participial tack-ons. Fix before delivering.

### Output

Clean markdown. Title + article content. Nothing else.

### Language

Write in the language from the business context. If not specified, match the language of the user's messages.

## Bundled references

Load from `references/` only when the step or rule calls for them. Don't preload — each file is heavy enough to blow context if stacked.

**Content type templates** (`references/content-types/`) — load one after Phase 2:
- Common: `how-to.md`, `definition.md`, `comparison.md`, `listicle.md`, `pillar-page.md`, `faq-page.md`, `landing-page.md`, `service-page.md`, `case-study.md`
- Content and news: `statistics-page.md`, `news-article.md`, `glossary-page.md`
- Commercial: `alternatives-page.md`, `buying-guide.md`, `product-page.md`, `category-page.md`, `integration-page.md`, `location-page.md`, `programmatic-page.md`
- `references/content-types-overview.md` for the decision table across all 23 content types (load this FIRST if unsure which type to pick)

**Writing technique modules** (`references/`) — load when the matching Phase 4 rule needs more depth:
- `anti-slop-ruleset.md` — full tiered banned vocab + structural tell list (when the inline anti-slop block isn't catching something)
- `voice-injection-playbook.md` — voice and register techniques (when the draft reads flat)
- `information-gain-writing.md` — the 30% rule and how to satisfy it (for the "So What" test)
- `serp-driven-writing.md` — how Phase 1 research shapes the article (if the draft drifts from the SERP intent)
- `intent-matching.md` — length and format decisions from intent (when the SERP is mixed)
- `eeat-signal-embedding.md` — how to surface experience without a bio section
- `structured-data-snippets.md` — JSON-LD and featured snippet formatting per content type
- `geo-optimization.md` — optimizing for AI Overview / generative engine citation
- `navboost-engagement.md` — engagement signal writing (dwell time, scroll depth)
- `quality-scoring.md` — self-scoring rubric to run before delivery
- `writing-pipeline.md` — the research → draft → edit loop
- `seo-optimization-layer.md` — keyword placement, internal linking, metadata pass
- `fact-checking.md` — how to verify every specific number and claim
- `human-input-framework.md` — the knowledge-extraction questions (reinforces Phase 3)