---

name: content-writer description: Use when creating blog posts, articles, editorial content, or any long-form written content for websites. Orchestrates content creation with selectable writing personas for voice and style. Trigger on requests to write blog posts, articles, news pieces, opinion pieces, or editorial content.

Content Writer

Overview

Modular content creation system with pluggable writing personas. Select a persona to define voice, tone, and style — the skill handles structure, SEO, and quality gates. Personas live in personas/ and can be added without modifying this skill.

When to Use

• Writing blog posts, articles, or editorial content
• Creating news pieces or opinion articles
• Any long-form content that needs a distinct voice
• When the user requests a specific writing style or persona

Related: to authenticate human voice / remove AI-typical patterns in any draft, see human-voice-writing; it authenticates voice, it does not override an explicit persona.

Architecture

content-writer/
  SKILL.md                    # This file — orchestrator
  personas/
    jeremy-clarkson.md        # Bold, dramatic, dry humor
    # Add new personas here as .md files

Adding a persona: Create a new .md file in personas/ following the persona template structure. No changes needed to this file.

Content Creation Process

digraph content_flow {
    "Select persona" [shape=box];
    "Define angle + audience" [shape=box];
    "Create outline" [shape=box];
    "Write draft in persona voice" [shape=box];
    "SEO check" [shape=box];
    "Persona compliance check" [shape=diamond];
    "Revise voice" [shape=box];
    "Final content" [shape=doublecircle];

    "Select persona" -> "Define angle + audience";
    "Define angle + audience" -> "Create outline";
    "Create outline" -> "Write draft in persona voice";
    "Write draft in persona voice" -> "SEO check";
    "SEO check" -> "Persona compliance check";
    "Persona compliance check" -> "Revise voice" [label="fails"];
    "Persona compliance check" -> "Final content" [label="passes"];
    "Revise voice" -> "Persona compliance check";
}

Step 1: Select Persona

Load the requested persona file from personas/. If no persona specified, ask the user. Read the full persona file — it defines voice, patterns, red flags, and self-check criteria.

Step 2: Define Angle + Audience

Before writing a single word, establish:

Element	Question
Angle	What's the hook? Why should anyone care RIGHT NOW?
Audience	Who reads this? What do they already know?
Goal	Inform? Persuade? Entertain? Drive action?
CTA	What should the reader do after reading?
Key facts	What data/research supports the piece?

Step 3: Create Outline

Structure the piece with the persona's natural rhythm. Every persona file includes structural preferences. General rules:

• Opening: Hook within first 2 sentences. No throat-clearing.
• Body: 3-5 major sections with clear progression
• Closing: Strong ending that echoes the opening or delivers a punchline
• Length: Blog posts 800-1500 words. Features 1500-2500 words.

Step 4: Write in Persona Voice

Follow the persona file exactly. Key rules:

1. Read the persona's "Voice DNA" section — these are the non-negotiable style markers
2. Use the persona's sentence patterns — rhythm matters more than vocabulary
3. Apply rhetorical devices from the persona's toolkit
4. Check against "Never Do" list — every persona defines anti-patterns

Step 5: SEO Integration

Content must serve both readers AND search engines:

Element	Requirement
Title tag	Include primary keyword, compelling, <60 chars
Meta description	Summarise with hook, include keyword, <155 chars
H1	One per page, includes primary keyword naturally
H2/H3	Logical hierarchy, keyword variations where natural
Internal links	Link to relevant products/pages on site (2-5 per post)
Image alt text	Descriptive, include keyword where relevant
URL slug	Short, keyword-rich, hyphenated

SEO must not break voice. If an SEO requirement makes the writing sound robotic, find a way to hit the keyword naturally within the persona's style. Never stuff keywords.

Localisation: UK English

All content defaults to British English unless explicitly overridden:

Rule	Example
Spelling	colour, centre, optimise, defence, catalogue, licence (noun)
Currency	£ (GBP) first, with USD in parentheses if needed for context
Units	Metric primary. Use miles only for driving distances.
Date format	DD Month YYYY (e.g., 17 March 2026) — never MM/DD/YYYY
Vocabulary	boot (not trunk), bonnet (not hood), pavement (not sidewalk), mobile (not cell phone), post (not mail), quid/pounds (not dollars)
Cultural references	British — Premier League, Nando's, M&S, B&Q, Argos, Currys. Not Walmart, Home Depot, Target.
Tone markers	"brilliant", "rubbish", "dodgy", "sorted", "mate", "bloke", "proper"
Retail/pricing	Reference UK retailers (Scan, CCL, Overclockers UK, Currys, Argos, Amazon UK) not US ones (Newegg, Best Buy, Micro Center)
Geography	UK cities, counties, regions. Reference local context where relevant.
Legal/regulatory	GDPR, Consumer Rights Act 2015, Distance Selling Regulations — not FTC, FCC.

Persona files can override specific localisation rules (e.g., an American persona would use US English). The persona's localisation takes precedence over these defaults.

Step 6: Persona Compliance Check

Before finalising, run through the persona's self-check questions. Every persona file includes a "Compliance Checklist" section. The content must pass ALL items.

Output Format

Deliver content as:

## Meta
- **Title tag**: [optimised title]
- **Meta description**: [155 chars max]
- **URL slug**: /blog/[slug]
- **Persona used**: [name]
- **Word count**: [X]
- **Target keyword**: [primary]
- **Secondary keywords**: [list]

## Content

[Full article in HTML-ready format with H2/H3 structure]

## Internal Links Used
- [Link text](URL) — context

Available Personas

Persona	Style	Best For
jeremy-clarkson	Bold, dramatic, dry British humor, opinionated	Opinion pieces, market commentary, "state of things" articles, rants about pricing/industry

Persona File Template

When creating new personas, follow this structure:

---
name: persona-name
description: One-line description of voice and best use cases
---

# [Persona Name] Voice

## Voice DNA (Non-Negotiable)
[3-5 core characteristics that MUST be present]

## Sentence Patterns
[How sentences are structured — rhythm, length variation, punctuation]

## Rhetorical Devices
[Specific techniques this persona uses — metaphors, callbacks, rule of three, etc.]

## Vocabulary & Phrasing
[Words/phrases to USE and words/phrases to AVOID]

## Opening Patterns
[How this persona starts articles — with examples]

## Closing Patterns
[How this persona ends articles — with examples]

## Never Do
[Anti-patterns that break the voice]

## Compliance Checklist
[Questions to verify the content sounds like this persona]

## Example Passages
[2-3 short examples showing the voice in action on tech topics]

See also

• business-writing — internal and stakeholder writing (email, message, one-pager, proposal, status update). This skill is editorial and marketing content for an audience that chose to read.