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content-and-copy

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Original

English
🇨🇳

Translation

Chinese

Content and Copy

内容与文案

Write or edit content that serves a specific reader and goal. Stack-agnostic. This skill is for general content production. Specialized skills exist for landing pages (
landing-page-copy
) and email (
email-sequences
).
撰写或编辑服务于特定读者群体及明确目标的内容。与技术栈无关。此技能适用于通用内容创作场景。针对着陆页（
landing-page-copy
）和邮件（
email-sequences
）有专门的技能可用。

When to use

适用场景

  • Writing a blog post or article
  • Drafting website copy (homepage sections, about, services)
  • Editing existing content for voice or clarity
  • Writing how-to guides, listicles, or explainers
  • Producing knowledge base or help center articles
  • Adapting brand voice to a specific piece
  • 撰写博客文章或新闻稿件
  • 草拟网站文案（首页板块、关于我们、服务介绍）
  • 为调整语气风格或提升清晰度编辑现有内容
  • 撰写操作指南、清单式文章或科普说明
  • 创作知识库或帮助中心文章
  • 针对特定内容适配品牌语气风格

When NOT to use

不适用场景

  • Landing pages with conversion goals (use 
    landing-page-copy
    )
  • Email campaigns or sequences (use 
    email-sequences
    )
  • Brand voice definition (use 
    brand-voice
    )
  • SEO keyword research (use 
    seo-keyword
    )
  • Content strategy and planning (use 
    content-strategy
    )
  • 带有转化目标的着陆页（使用
    landing-page-copy
    ）
  • 邮件营销活动或系列邮件（使用
    email-sequences
    ）
  • 品牌语气风格定义（使用
    brand-voice
    ）
  • SEO关键词研究（使用
    seo-keyword
    ）
  • 内容策略与规划（使用
    content-strategy
    ）

Required inputs

必要输入信息

  • The piece to be written or edited
  • The target reader (specific audience segment)
  • The goal of the piece (inform, convert, rank, retain, entertain)
  • The brand voice (or willingness to define it)
  • Length target and any structural constraints
If brand voice is undefined, run 
brand-voice
first or use a working voice and document it as you go.
  • 需要撰写或编辑的内容稿件
  • 目标读者（特定受众群体）
  • 内容创作目标（告知、转化、排名、留存、娱乐）
  • 品牌语气风格（或愿意定义该风格）
  • 篇幅目标及任何结构限制
若品牌语气风格未定义，请先运行
brand-voice
技能，或使用一个临时风格并在创作过程中记录下来。

The framework: 5 dimensions

创作框架：5个维度

Strong content is strong on all five. Weakness on any one drags the rest down.
优质内容需在所有5个维度上表现出色，任何一个维度的薄弱都会拉低整体质量。

1. Hook

1. 开篇钩子

The opening earns the read. Most readers decide whether to continue within 3 to 5 seconds.
Strong hooks do one of:
  • Promise specific value. "By the end, you'll know exactly which X to pick for your situation."
  • Surface a tension. "Most advice on X is wrong. Here's why."
  • Open a loop. A question or scenario the rest of the piece resolves.
  • State a contrarian point. Provided you can defend it.
  • Show, don't summarize. A specific moment or scenario the reader recognizes.
Weak hooks:
  • Throat-clearing ("In today's fast-paced world...")
  • Dictionary-definition openers ("X is a type of Y that...")
  • Stating the obvious ("Many people struggle with X.")
  • Vague promises ("This article will explore X.")
开篇需吸引读者继续阅读。大多数读者会在3-5秒内决定是否继续浏览。
优质钩子需满足以下之一：
  • 承诺明确价值：“读完本文，你将明确知道针对你的场景该选择哪款X。”
  • 提出矛盾冲突：“关于X的大多数建议都是错误的，原因如下。”
  • 留下悬念：提出一个问题或设定一个场景，由文章后续内容解答或展开。
  • 发表逆向观点：前提是你能够论证该观点。
  • 具象展示而非概括：呈现一个读者能产生共鸣的具体瞬间或场景。
劣质钩子：
  • 冗余铺垫（“在当今快节奏的世界里……”）
  • 字典式开篇（“X是一种Y类型的事物，它……”）
  • 陈述显而易见的事实（“很多人都在为X而苦恼。”）
  • 模糊的承诺（“本文将探讨X。”）

2. Structure

2. 结构框架

The reader follows the flow without effort.
Common structures:
  • Problem → Solution → Proof. Most non-fiction.
  • List + reasoning. Listicles with substance, not filler.
  • How-to (numbered steps). Procedural content.
  • Compare → Contrast → Recommend. Comparison and review content.
  • Story → Lesson. Narrative non-fiction.
  • Question → Answer → Implication. Explainers and analysis.
Pick a structure. Stick to it. Most weak content fails because the writer drifted between structures.
读者能毫不费力地跟随内容逻辑。
常见结构：
  • 问题→解决方案→证据：大多数非虚构内容采用此结构。
  • 清单+论证：有实质内容而非凑数的清单式文章。
  • 操作教程（分步式）：流程类内容。
  • 对比→反差→推荐：对比评测类内容。
  • 故事→教训：叙事性非虚构内容。
  • 问题→答案→启示：科普解析类内容。
选定一种结构并坚持使用。大多数劣质内容的问题在于作者在不同结构间随意切换。

3. Voice

3. 语气风格

The piece sounds like the brand.
  • Voice attributes consistent throughout (per 
    brand-voice
    definition)
  • Tone shifts appropriately for context (a serious topic gets a serious tone, even from a playful brand)
  • Vocabulary preferences honored
  • Grammar and style standards followed (contractions, em dashes, sentence length)
  • Reads aloud like the brand would actually talk
Test: Read a paragraph aloud. Does it sound like the brand? If it sounds like AI, generic marketing, or someone else's voice, edit until it doesn't.
内容需贴合品牌的语气风格。
  • 语气风格属性全程保持一致（遵循
    brand-voice
    的定义）
  • 根据语境适当调整语调（即使是风格活泼的品牌，在涉及严肃话题时也需采用严肃语调）
  • 遵循词汇使用偏好
  • 遵守语法和风格规范（缩写、破折号、句子长度）
  • 朗读时听起来就像品牌实际会说的话
**测试方法：**大声朗读一段内容。听起来是否符合品牌风格？如果听起来像AI生成、通用营销话术或其他人的语气，就需要修改直至达标。

4. Substance

4. 内容实质

The piece earns its length. Every paragraph adds something.
Substance comes from:
  • Specifics. "Roughly 40 percent" beats "many." Names, numbers, examples, data.
  • Original perspective. Your take, not a summary of everyone else's.
  • Actionable detail. What the reader does with this information.
  • Honest tradeoffs. What's NOT true, what doesn't work, what's overhyped.
  • Real examples. Specific scenarios, real customers, real failures.
Lack of substance shows up as:
  • Padding ("It's important to note that...")
  • Restating the same point in three different paragraphs
  • Generalities that anyone in the category could write
  • Word counts hit by stretching, not depth
内容篇幅要有意义，每一段都能带来价值。
内容实质来源于：
  • 具体细节：“约40%”比“很多”更有说服力。包括名称、数字、实例、数据。
  • 原创视角：你的独到见解，而非对他人观点的总结。
  • 可操作细节：读者可以如何运用这些信息。
  • 坦诚的权衡：哪些内容不真实、哪些方法无效、哪些被过度炒作。
  • 真实案例：具体场景、真实客户、真实失败案例。
缺乏实质内容的表现：
  • 凑字数的冗余内容（“需要注意的是……”）
  • 用三个不同段落重复表达同一个观点
  • 任何同品类创作者都能写出的泛泛之谈
  • 通过拉长内容而非增加深度来达到字数要求

5. Closing

5. 结尾收尾

The piece ends with intention.
Strong closings:
  • Resolve the loop opened in the hook.
  • Issue a specific next action. What does the reader do now?
  • Land a memorable line. Something quotable.
  • Return to the opening. Echo or invert the first line.
Weak closings:
  • Summary that restates the article
  • "Hope this helps!" or equivalent
  • A wall of CTAs from unrelated programs
  • Trailing off with no clear ending
内容需有目的性地收尾。
优质结尾：
  • 呼应开篇钩子的悬念。
  • 给出明确的下一步行动：读者现在该做什么？
  • 留下难忘的语句：值得引用的内容。
  • 回归开篇：呼应或反转第一句话。
劣质结尾：
  • 重复文章内容的总结
  • “希望本文对你有帮助！”或类似表述
  • 与内容无关的大量行动号召（CTA）
  • 没有明确结尾，草草收尾

Workflow

工作流程

For new pieces

新内容创作

  1. Confirm the brief. Reader, goal, length, voice. If the brief is vague, do not write yet.
  2. Outline. Structure first. Headlines and section purposes only. Skip prose until the structure is sound.
  3. Open with the hook. Write the opening before anything else. If the hook isn't working, the rest won't either.
  4. Draft for substance. First draft is about getting the substance down. Voice comes in editing.
  5. Edit for voice. Read aloud. Tighten sentences. Cut padding. Apply brand voice.
  6. Edit for clarity. Each paragraph: does it earn its place? Each sentence: is the meaning unambiguous?
  7. Pre-publish checks. Headers in order, no skipped levels, internal links present, image alt text written, SEO basics applied (title, meta, slug).
  1. 确认创作brief：读者群体、目标、篇幅、语气风格。若brief模糊，请勿开始创作。
  2. 制定大纲：先确定结构。仅列出标题和板块目的，在结构确定前不要撰写正文。
  3. 撰写开篇钩子：先写开篇内容。如果钩子效果不佳，后续内容也不会好。
  4. 围绕实质内容草拟初稿：初稿重点在于填充实质内容，语气风格在编辑阶段调整。
  5. 调整语气风格：大声朗读。精简句子。删除冗余内容。贴合品牌语气风格。
  6. 提升清晰度：检查每一段：是否有存在的必要？每一句话：含义是否清晰明确？
  7. 发布前检查：标题层级正确，无跳级，内部链接齐全，图片替代文本已撰写，基础SEO已完成（标题、元描述、URL别名）。

For editing existing content

现有内容编辑

  1. Read the whole piece first. Do not edit on first read. Understand it before changing it.
  2. Identify what's working. Note the strong sections so you don't damage them.
  3. Identify what's broken. Voice mismatches, weak structure, vague claims, padding.
  4. Edit by priority. Structure first (move sections, cut sections). Then substance (strengthen claims). Then voice. Then sentence-level polish.
  5. Read aloud. Catch awkward phrasing the eye misses.
  1. 先通读全文：不要边读边编辑。先理解内容再进行修改。
  2. 识别优势部分：标记内容优秀的板块，避免修改时破坏这些部分。
  3. 识别问题所在：语气风格不符、结构混乱、表述模糊、冗余内容。
  4. 按优先级编辑：先调整结构（移动板块、删除板块），再强化内容实质（完善论点），然后调整语气风格，最后进行句子层面的润色。
  5. 大声朗读：发现眼睛容易忽略的生硬表述。

Failure patterns

常见失误模式

  • Writing without a brief. Without reader, goal, and voice defined, the piece drifts.
  • Burying the lead. The most important thing is in paragraph 8 because the writer "got there."
  • Padding to hit word count. Length should serve the reader, not the production schedule.
  • Generic voice. Sounds like every other article in the category. Brand voice neutralized.
  • Weak transitions. Sections feel disconnected. Reader has to do the work the writer should have done.
  • No closing. The piece runs out instead of ending.
  • Edit by adding. Fixing weak content by piling on more words. Strong editing usually cuts.
  • Ignoring the headers. Headers carry navigation weight. Bad headers fail readers who scan.
  • 无brief就开始创作：未定义读者群体、目标和语气风格，内容会偏离方向。
  • 核心信息后置：最重要的内容放在第8段，因为作者“慢慢引入”。
  • 凑字数达标：篇幅应服务于读者，而非生产计划。
  • 通用化语气风格：听起来和同品类的其他文章别无二致，品牌语气风格被弱化。
  • 过渡生硬：板块间缺乏关联，读者需要自行梳理逻辑，而这本该是作者的工作。
  • 无明确结尾：内容草草结束，而非有目的性地收尾。
  • 通过添加内容来修改：通过堆砌更多文字来修复劣质内容。优秀的编辑通常是做减法。
  • 忽略标题：标题承担导航功能。劣质标题会让快速浏览的读者失望。

Output format

输出格式

Default output is a markdown document at 
[content-slug].md
ready to import into the CMS.
Structure:
markdown
undefined
默认输出为markdown文档，文件名为
[content-slug].md
，可直接导入CMS系统。
结构：
markdown
undefined

[H1: matches the title or tightly paraphrases]

[一级标题：与标题一致或紧密概括]

[Hook paragraph. Earns the read in 3 to 5 seconds.]
[Body content with H2 sections, H3 subsections where useful.]
[开篇钩子段落。在3-5秒内吸引读者继续阅读。]
[正文内容，包含二级板块，必要时使用三级子板块。]

[H2 section heading - descriptive, not clever]

[二级板块标题 - 描述性，而非花哨]

[Section content.]
[板块内容。]

[H3 if needed]

[必要时使用三级标题]

[Subsection content.]
[子板块内容。]

[H2 section heading]

[二级板块标题]

[Section content.]
[板块内容。]

[Closing section]

[结尾板块]

[Closing that resolves and points to next action.]

Front-matter for SEO and CMS:
```yaml
---
title: [SEO title, 50 to 60 chars]
description: [Meta description, 120 to 160 chars]
slug: [url-slug]
author: [author]
date: [YYYY-MM-DD]
last_updated: [YYYY-MM-DD]
tags: [tag1, tag2]
category: [category]
---
[收尾内容，呼应开篇并指明下一步行动。]

用于SEO和CMS的前置元数据：
```yaml
---
title: [SEO标题，50-60字符]
description: [元描述，120-160字符]
slug: [URL别名]
author: [作者]
date: [YYYY-MM-DD]
last_updated: [YYYY-MM-DD]
tags: [标签1, 标签2]
category: [分类]
---

Reference files

参考文件

  • references/content-brief-template.md
     - The brief that should exist before any content is written.
  • references/content-edit-checklist.md
     - Pre-publish editing checklist.
  • references/content-brief-template.md
     - 任何内容创作前应完成的创作brief模板。
  • references/content-edit-checklist.md
     - 发布前编辑检查清单。