---
name: blog-post
description: "Writes SEO-optimized long-form blog posts with outline approval, meta descriptions, internal link suggestions, featured image briefs, and a pre-publish SEO checklist. Use when a user needs a blog article for their website, wants to rank for specific keywords, or needs content marketing pieces that drive organic traffic."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Blog Post

## When to Use This Skill

Use this skill when you need to:
- Write a long-form blog post optimized for search engine rankings
- Create a content marketing article designed to drive organic traffic
- Produce a listicle, how-to guide, or thought leadership piece for a website
- Generate a complete blog post package (outline, post, meta description, image brief, SEO checklist)

**DO NOT** use this skill for short social media copy, email newsletters, landing page copy, or content that does not live on a blog. This is for full-length, SEO-focused blog articles only.

---

## Core Principle

EVERY BLOG POST MUST ANSWER A SPECIFIC SEARCH INTENT BETTER THAN ANYTHING CURRENTLY ON PAGE ONE — WRITING FOR HUMANS FIRST AND SEARCH ENGINES SECOND.

---

## Phase 1: Brief

Before writing anything, gather the five inputs that shape the entire post. No brief, no outline.

### Required Inputs

Ask the user for each of these. If they do not provide one, use the default.

| Input | What to Ask | Default |
|-------|------------|---------|
| **Target keyword** | "What keyword or phrase should this post rank for?" | No default — must be provided |
| **Audience** | "Who is reading this? Role, experience level, what they care about." | Entrepreneurs and small business owners |
| **Angle / unique perspective** | "What makes YOUR take on this different? A personal experience, proprietary data, contrarian view?" | First-hand practitioner perspective |
| **Word count target** | "How long should this post be?" | 1,500-2,000 words |
| **Internal links** | "Share URLs or titles of existing posts on your site that I should link to." | None — skip internal linking if not provided |

### Brief Template

Present this to the user before moving to Phase 2:

```
## Blog Post Brief

**Target keyword:** content repurposing system
**Secondary keywords:** repurpose content, content repurposing workflow, repurpose blog posts
**Search intent:** How-to (reader wants a step-by-step system they can implement)
**Audience:** Solo content creators publishing 1-2x per week who want more reach without more writing
**Angle:** Author built a system that turns one blog post into 8 pieces across 4 platforms in under 2 hours
**Word count:** 2,000 words
**Internal links to include:**
- /blog/social-media-scheduling-guide
- /blog/email-newsletter-tips
```

**GATE: Do not proceed to Phase 2 until the user confirms or adjusts the brief.**

---

## Phase 2: Outline

Build a complete heading structure with key points under each section. The outline IS the blueprint — everything in Phase 3 follows it exactly.

### Outline Rules

1. **H1** contains the target keyword, written for humans (not keyword-stuffed)
2. **H2s** cover the major sections — aim for 4-7 H2s depending on word count
3. **H3s** break down complex H2 sections — use only when a section covers 2+ distinct sub-topics
4. **Key points** under each heading — 2-4 bullet points describing what that section will cover
5. **Estimated word count** next to each H2 so the user can see balance across sections

### Outline Format

Use this structure for every outline:

```
**H1:** [Title with target keyword]

**H2: [Section Title]** (~[word count] words)
- [Key point 1]
- [Key point 2]
- [Key point 3]

**H2: [Section Title]** (~[word count] words)
  **H3: [Sub-topic]**
  - [Key point]
  **H3: [Sub-topic]**
  - [Key point]
```

See Example 1 and Example 2 below for complete outline samples.

**GATE: Present the outline and wait for user approval. Do not write the full post until the user says the outline is good.** If the user requests changes, revise the outline and present it again.

---

## Phase 3: Write

With an approved outline, write the full post. Follow these SEO and structural rules for every section.

### Post Structure

Every blog post follows this architecture:

**1. Intro Hook (first 100-150 words)**
- Open with a specific pain point, surprising stat, or bold claim — not "In today's world..."
- State what the reader will learn and why it matters to them
- Include the target keyword naturally within the first 100 words
- End the intro with a transition into the first body section

**2. Body Sections (bulk of the word count)**
- Follow the approved outline heading by heading
- Use short paragraphs (2-4 sentences max)
- Include at least one of these per H2 section: a concrete example, a data point, a direct quote, or a step-by-step instruction
- Use bullet lists and numbered lists to break up walls of text
- Place internal links where they add genuine value (not forced)

**3. Conclusion + CTA (final 100-150 words)**
- Summarize the one key takeaway in a single sentence
- Tell the reader what to do RIGHT NOW (not "consider" or "think about")
- CTA matches the business goal: subscribe, download, book a call, try the method, read the next post

### SEO Elements to Weave In

While writing, embed these elements naturally:

| Element | Rule |
|---------|------|
| **Target keyword in H1** | Must appear in the H1 exactly once |
| **Keyword in first 100 words** | Place it naturally in the opening paragraph |
| **Keyword in at least 1 H2** | Use it or a close variant in one subheading |
| **Keyword density** | 0.5-1.5% of total word count — never force it |
| **Secondary keywords** | Sprinkle 2-3 related terms throughout the body |
| **Internal links** | Place user-provided links where contextually relevant, using descriptive anchor text (not "click here") |
| **Alt text suggestions** | For any image reference, include a suggested alt text in brackets: [Alt: description including keyword if natural] |

### Meta Description

Write a meta description immediately after the post body:

- **Length:** 150-160 characters (hard limit)
- **Structure:** [Benefit or hook] + [What the post covers] + [Implicit or explicit CTA]
- **Include the target keyword** naturally
- **Write for the click** — this is the ad copy that appears in search results

Example:
```
**Meta description (155 chars):** Learn how to build a content repurposing system that turns one blog post into 8 platform-ready pieces. Step-by-step framework inside.
```

### Internal Link Placements

If the user provided internal links in Phase 1, show where each one was placed:

```
## Internal Links Placed

1. /blog/social-media-scheduling-guide — linked in "Tools That Make Repurposing Faster" section, anchor text: "social media scheduling guide"
2. /blog/email-newsletter-tips — linked in "Email Newsletter" H3, anchor text: "writing email newsletters that convert"
```

If the user did not provide internal links, suggest 3-5 topic ideas for posts they could write and interlink with this article (see Example 2 for a sample).

---

## Phase 4: Polish

After the full post is written, deliver three finishing elements.

### 1. Featured Image Brief

Provide a creative brief for the blog's featured image (for a designer or AI image tool):

```
## Featured Image Brief

**Concept:** [Visual description tied to the post topic]
**Style:** Minimalist flat design, 2-3 brand colors, white background
**Dimensions:** 1200x630px (optimized for social sharing and Open Graph)
**Text overlay (optional):** [Short title or none]
**Alt text:** [Descriptive alt text including target keyword if natural]
```

See Example 1 and Example 2 for complete featured image briefs.

### 2. SEO Pre-Publish Checklist

Present this checklist. Every item must pass before the post is ready.

```
## SEO Pre-Publish Checklist

### Keyword Optimization
- [ ] Target keyword appears in the H1
- [ ] Target keyword appears in the first 100 words
- [ ] Target keyword appears in at least one H2
- [ ] Keyword density is between 0.5% and 1.5%
- [ ] 2-3 secondary keywords are used naturally in the body
- [ ] Meta description includes the target keyword

### Structure and Readability
- [ ] H1 > H2 > H3 hierarchy is correct (no skipped levels)
- [ ] No H2 or H3 is orphaned (every heading has body content below it)
- [ ] Paragraphs are 2-4 sentences max
- [ ] At least one list (bulleted or numbered) per 500 words
- [ ] Intro hooks the reader in the first 2 sentences (no "In today's world..." openers)

### Meta and Technical
- [ ] Meta description is 150-160 characters
- [ ] Meta description includes a benefit and implicit CTA
- [ ] All images have alt text suggestions
- [ ] Internal links use descriptive anchor text (not "click here" or "read more")
- [ ] No broken or placeholder links

### Content Quality
- [ ] Every claim is backed by a specific example, data point, or actionable step
- [ ] The post answers the search intent stated in the brief
- [ ] The conclusion has a clear, single CTA
- [ ] Word count meets the target from the brief (+/- 10%)
```

### 3. Readability Check

Provide a brief assessment covering: estimated reading level (target 8th grade), average sentence length, passive voice percentage (target under 5%), and whether any single section exceeds 600 words (recommend splitting if so).

---

## Example 1: "How to Build a Content Repurposing System" (2,000 words)

**Brief:**
- Target keyword: content repurposing system
- Audience: Solo content creators who publish weekly
- Angle: Author's personal system that produces 8 pieces from 1 post in under 2 hours
- Word count: 2,000
- Internal links: /blog/social-media-scheduling-guide, /blog/email-newsletter-tips

**Outline excerpt:**

```
H1: How to Build a Content Repurposing System That Saves You 10 Hours a Week
H2: Why Most Content Dies After One Post (~200 words)
H2: The 4-Step Content Repurposing Framework (~500 words)
H2: Platform-by-Platform Breakdown (~600 words)
  H3: Twitter/X Threads
  H3: LinkedIn Posts
  H3: Email Newsletter
  H3: Short-Form Video
H2: Tools That Make Repurposing Faster (~300 words)
H2: Common Mistakes That Kill Your Repurposing Results (~200 words)
H2: Your First Repurposing Sprint — Start This Week (~200 words)
```

**Meta description:**
```
Learn how to build a content repurposing system that turns one blog post into 8 platform-ready pieces. Step-by-step framework inside.
```

**Featured image brief:**
```
Concept: Single blog post icon branching into 8 format icons (thread, post, email, video, carousel, story, podcast note, infographic)
Style: Minimalist flat design, brand colors on white
Dimensions: 1200x630px
Alt text: Content repurposing system — turning one blog post into 8 pieces of content
```

---

## Example 2: "5 Invoice Mistakes Freelancers Make" (1,500-word listicle)

**Brief:**
- Target keyword: invoice mistakes freelancers
- Audience: Freelancers and solopreneurs who send invoices manually
- Angle: Real mistakes the author made (or saw clients make) that cost money
- Word count: 1,500
- Internal links: none provided

**Outline excerpt:**

```
H1: 5 Invoice Mistakes Freelancers Make (And How to Fix Each One)
H2: Mistake 1 — Not Including Payment Terms (~250 words)
H2: Mistake 2 — Sending Invoices Late (~250 words)
H2: Mistake 3 — Using Vague Line Items (~250 words)
H2: Mistake 4 — Forgetting to Charge for Revisions (~250 words)
H2: Mistake 5 — Not Following Up on Overdue Invoices (~250 words)
H2: The 60-Second Invoice Audit (~150 words)
```

**Meta description:**
```
Avoid these 5 invoice mistakes that cost freelancers thousands in late payments and lost revenue. Fix each one with a simple template.
```

**Featured image brief:**
```
Concept: A stylized invoice document with 5 red "X" marks crossed out, replaced by green checkmarks — representing mistakes being fixed
Style: Clean line illustration, red and green accent colors on white
Dimensions: 1200x630px
Alt text: 5 invoice mistakes freelancers make — common billing errors and how to fix them
```

**Suggested internal link opportunities:**
```
1. "How to Set Your Freelance Rates" — link from Mistake 3 (vague line items)
2. "The Best Invoicing Tools for Solopreneurs" — link from the Invoice Audit section
3. "Freelancer Payment Terms Template" — link from Mistake 1 (payment terms)
```

---

## Anti-Patterns

**NEVER do these when writing a blog post:**

- **Keyword stuffing** — forcing the keyword into every paragraph or exceeding 1.5% density. Readers notice and search engines penalize it.
- **Thin content** — delivering 500 words when you promised 1,500. Every section needs examples, data, or actionable steps.
- **Skipping the outline gate** — writing the full post without approval leads to major rewrites. Always get structure approved first.
- **Generic intros** — "In today's digital world..." wastes the most valuable real estate in the post. Hook with specifics.
- **Wall-of-text paragraphs** — anything over 4 sentences gets skimmed. Break it up.
- **Clickbait meta descriptions** — do not promise "secrets" or "hacks" the post does not deliver.
- **"Click here" anchor text** — internal links must use descriptive anchor text.
- **Orphaned headings** — an H2 or H3 with no body content below it hurts structure signals.
- **Multiple CTAs in the conclusion** — one CTA, not three.

---

## Recovery

- **No target keyword:** Ask what question their ideal customer types into Google. If they still cannot identify one, suggest 3 keyword ideas based on their business and pick one together.
- **No internal links:** Skip internal linking. Provide 3-5 suggested post topics to build a content cluster around the target keyword.
- **Outline rejected twice:** Ask what specifically feels wrong — angle, depth, structure, or audience mismatch. Isolate the issue before rewriting.
- **Word count under 800:** Warn that sub-800-word posts rarely rank. Recommend 1,200 minimum. If they insist, proceed but note it in the readability assessment.
- **Word count over 3,000:** Confirm they need that depth. Suggest splitting into a 2-part series if the outline exceeds 7 H2 sections.
- **Keyword but no angle:** Suggest 3 angles (personal experience, data-driven, contrarian take). Default to practitioner perspective.
- **If 3 outline revisions fail:** Stop and reassess. Ask the user to share a blog post they admire so you can reverse-engineer structure and tone.

---

## Delivery and File Output

When the post is complete, present the deliverables in this order:

1. **Full blog post** (H1 through conclusion + CTA)
2. **Meta description**
3. **Internal link placements** (or suggested opportunities)
4. **Featured image brief**
5. **SEO pre-publish checklist** (with all items checked/unchecked)
6. **Readability assessment**

If the user provides a file path or asks to save, write the complete post to a file:

```
blog/
└── [slug-from-h1].md
```

Include the meta description, image brief, and checklist as sections at the bottom of the file, separated by `---` dividers.
