Shopify Blog Post Drafting
Draft blog posts optimized for Shopify stores — structured for readability, SEO, and conversion.
Before Writing
Step 1: Load Company Context
Before doing anything else, read the company-info skill (skills/company-info/SKILL.md in this plugin) to get:
- The company website URL
- Where to find product dossiers and reference documents in the workspace
- The current product catalog and positioning
- Brand voice guidelines
Follow the research steps outlined in the company-info skill:
- Read product dossiers — List the user's workspace folder and read all
.docx and .pdf files relevant to the blog topic. These contain clinical data, ingredient details, and brand-approved claims that should inform the content.
- Fetch the website — Use the website URL from the company-info skill to get current product pages, pricing, availability, and exact product URLs.
- Hyperlink products — Every product mentioned in the blog must link to its product page on the website. Never use placeholder links — always fetch real URLs.
Step 2: Gather Blog Details
After loading company context, gather these details. When called from the blog-pipeline, most or all of these will already be provided via the tracker's content brief columns — use them directly instead of asking the user. When called standalone (user asks to draft a blog directly), ask the user for anything not provided.
Core details (always needed):
- Topic or product focus — what the post is about (from Title column or user input)
- Target audience — who is reading this (infer from Gap Type and Hidden Intent if available, otherwise ask)
- Goal — inform, drive traffic, promote a product, build authority (infer from Strategic Rationale if available)
- Target keyword(s) — primary SEO keyword and 2-3 secondary keywords (from Target Keyword column — first keyword before " / " is primary, rest are secondary)
- Tone — casual, professional, playful, authoritative (default: friendly and knowledgeable)
- Desired length — short (400-600 words), standard (800-1200 words), medium-form (1000-1500 words), or long-form (1500-2500 words). Recommended Word Count from the tracker overrides this if present.
Content brief details (from tracker columns, when available):
- Format — the article format shapes the entire structure (see "Format-Specific Structures" below)
- Hidden Intent — the emotional undercurrent driving the searcher. This is critical for the introduction: don't open with a generic hook, open by directly addressing what the reader is feeling (skepticism, fear, frustration, decision fatigue, etc.)
- Key Arguments — mandatory content beats. Every argument listed must appear in the article body. Treat this as a checklist.
- Strategic Rationale — why this article exists for the brand. Informs how aggressively to position the brand (defensive vs offensive) and the narrative tension.
- Gap Type — what content gap this fills. "Competitive gap" means competitors own this topic; "Audience gap" means an underserved reader segment.
- Product Tie-In — which specific products and protocol bundles to feature and hyperlink. "Full range" = mention all products; specific names = focus on those.
- Recommended Structure — a structural blueprint that overrides the default blog structure below. Follow it directly.
Blog Post Structure
If a Recommended Structure was provided in the content brief, follow that structure directly — it was designed for the specific article. The sections below serve as the default when no custom structure is given, and as general guidance for quality within any structure.
Format-Specific Structures
When a Format is specified in the content brief, use these templates as a starting point (the Recommended Structure column may refine further):
- Comparison — Lead with a comparison table or decision matrix early in the article (within the first 300 words). Follow with H2 sections that expand on each comparison dimension with evidence. End with a clear "which one is right for you" decision framework and FAQ block.
- Ranked list — Short intro (under 100 words), then numbered items each as an H3. Each item gets 2-3 sentences of explanation plus a product callout where relevant. Close with a summary CTA.
- How-to guide — Opening hook that identifies the problem, then step-by-step protocol sections as H2s. Include dosage tables, timing protocols, or practical checklists where relevant. End with FAQ block.
- Topic guide — Educational and authoritative. Deeper science sections with mechanisms explained in accessible language. Use H2 sections for major themes. Can be a pillar piece that other articles link to.
- Topic guide / Comparison (Pillar) — Combine the depth of a topic guide with a comparison table. This is a hub piece — structure it so other articles can link to specific sections.
Default Structure
Follow this structure when no custom Recommended Structure is provided:
1. Title
- Include the primary keyword naturally
- Keep under 60 characters for SEO
- Use a hook: number, question, "how to", or bold claim
- Examples: "5 Ways to Style [Product] This Season", "The Complete Guide to [Topic]"
2. Introduction (2-3 paragraphs)
- If a Hidden Intent was provided, open by directly addressing that emotional state — don't use a generic hook, speak to what the reader is actually feeling when they search this topic
- Open with a relatable problem, question, or scenario
- Establish why the reader should care
- Preview what the post covers
- Keep it under 150 words
3. Body Sections
- Use H2 headings for main sections, H3 for subsections
- Each section should deliver a clear takeaway
- If Key Arguments were provided, ensure every single one appears in the body — treat them as a mandatory checklist, not suggestions
- Weave in product mentions naturally — never force a sales pitch. Use the Product Tie-In to know which products to feature.
- Use short paragraphs (2-4 sentences max)
- Include bullet points or numbered lists for scannable content
- Do NOT include placeholder image tags like
[IMAGE: ...] — the featured image is handled separately by the blog-image-gen skill, and inline images are not used in Shopify blog posts
- Hyperlink every product mention to the real product URL on the website
4. Conclusion
- Summarize the key points in 2-3 sentences
- End with a clear call-to-action (CTA): shop a collection, try a product, read a related post
- Keep the CTA conversational, not pushy
5. SEO Metadata
After the post body, provide:
- Meta title (under 60 characters, includes primary keyword)
- Meta description (under 155 characters, compelling and keyword-rich)
- URL slug (short, lowercase, hyphenated, keyword-focused)
- Suggested tags (3-5 relevant Shopify blog tags)
Writing Guidelines
Tone and Voice
- Write like a knowledgeable friend, not a salesperson
- Use "you" and "your" to speak directly to the reader
- Avoid jargon unless the audience expects it
- Be specific — replace vague claims with concrete details
- Match the brand voice from the company-info skill
Using Product Dossier Data
- Ground claims in the clinical studies and scientific references found in the product dossiers
- Cite specific outcomes (e.g., percentages, study populations, durations) to build credibility
- Reference any branded ingredients, proprietary technologies, or unique product features by name when relevant — they differentiate the products
- Never fabricate or exaggerate study results — use only what the dossiers and published research support
SEO Best Practices
- Place the primary keyword in the title, first paragraph, one H2, and the conclusion
- Use secondary keywords in H2/H3 headings and naturally throughout the body
- Keep keyword density natural (1-2% of total word count)
- Write for humans first, search engines second
- Use internal linking placeholders:
[LINK: related post or collection URL]
E-commerce Focus
- Connect content to products without being salesy
- Use benefit-driven language ("keeps you warm" not "made of wool")
- Include social proof placeholders where relevant:
[SOCIAL PROOF: customer quote or review]
- Think about the buyer's journey — awareness, consideration, decision
Formatting for Shopify
- Shopify blogs support basic HTML and Markdown
- Structure with proper heading hierarchy (H1 for title, H2 for sections, H3 for subsections)
- Keep paragraphs short for mobile readability
Output Format
Deliver the blog post as a complete, ready-to-paste HTML draft with clear section headings. After the post, include the SEO metadata block. Flag any placeholders that the user needs to fill in (images, links, social proof).
Reference Materials
For detailed SEO keyword research strategies and advanced formatting patterns, see references/seo-guide.md.