Cornerstone Handbook / Content Types
Content Type Playbooks
Six playbooks for creating high-quality content by type. Each playbook includes required information, common failure patterns, a ready-to-use outline, and a complete example.
1. Blog Article Playbook
Reader intent: Learn about a topic, stay informed, or get a quick answer to a specific question.
Success looks like: The reader finishes the article feeling informed and knowing what to do next.
Required Information
- Clear thesis: One sentence stating the main point or argument.
- Supporting points: 3-5 key ideas that support or explore the thesis.
- Evidence: Data, examples, quotes, or research backing each point.
- Context: Why this matters now, who it affects, what changed.
- Conclusion: Summary of key takeaways and optional next steps.
Optional but Recommended
- Author bio with relevant expertise
- Related article links
- Visual elements (images, charts, pull quotes)
- Publication date and last-updated date
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| No clear thesis | Reader finishes unsure what the article was about | State the main point in the first 200 words |
| All opinion, no evidence | Claims feel unsupported and untrustworthy | Add data, examples, or expert quotes for each major claim |
| Wall of text | Readers skim and miss key points | Break into sections with descriptive subheadings |
| No conclusion | Reader asks "so what?" at the end | Summarize key takeaways and suggest next steps |
| Outdated without notice | Information is stale but looks current | Add last-updated date and review quarterly |
Ready-to-Use Outline
H1: [Clear, descriptive title stating the main point] Introduction (100-150 words) - Hook: Why this matters now - Thesis: The main point in one sentence - Preview: What the reader will learn H2: [Supporting Point 1] - Explanation - Evidence (data, example, quote) - Why it matters H2: [Supporting Point 2] - Explanation - Evidence - Why it matters H2: [Supporting Point 3] - Explanation - Evidence - Why it matters H2: [Counterargument or Alternative View] (optional) - What some people believe instead - Why your thesis still holds H2: [Conclusion: Key Takeaways] - Restate thesis - Summarize 2-3 main points - Optional: Next steps or call to action
Complete Example
Title: Why Most Content Marketing Fails (and How to Fix It)
Introduction: Companies publish more content than ever. Yet most content marketing programs fail to deliver measurable results. The problem is not the amount of content. It is the lack of editorial rigor. This article explains the three mistakes that kill content marketing and how to fix each one.
Supporting Point 1: Mistake #1: Publishing without a clear reader. Content created for "everyone" resonates with no one. The fix: Write for a single persona with a specific problem.
Supporting Point 2: Mistake #2: Prioritizing quantity over quality. One excellent article beats ten mediocre ones. The fix: Set a quality bar and publish only what clears it.
Supporting Point 3: Mistake #3: No distribution plan. Publishing is not distribution. The fix: Spend as much time promoting as creating.
Conclusion: Content marketing fails when it lacks focus, quality, and distribution. Fix these three areas and your content will start delivering results.
Quality Thresholds
- Minimum word count: 600 words
- Target word count: 1,000-2,000 words
- Minimum sections: Introduction + 3 supporting points + conclusion
- Visual breaks: At least one per 200 words
2. Guide / How-To Playbook
Reader intent: Learn how to do something specific and get a complete, actionable answer.
Success looks like: The reader can complete the task using only the information in the guide.
Required Information
- Definition: What is being explained and why it matters.
- Prerequisites: What the reader needs before starting (tools, knowledge, access).
- Step-by-step instructions: Numbered steps in logical order.
- Examples: Concrete illustrations of each step or the final outcome.
- Common mistakes: What goes wrong and how to avoid it.
- Troubleshooting: What to do when things do not work.
- Next steps: Where to go after completing the task.
Optional but Recommended
- Screenshots or diagrams for complex steps
- Video walkthrough for multi-step processes
- Downloadable checklist or template
- FAQ section addressing common questions
- Related guides for deeper learning
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| Missing prerequisites | Readers start without needed tools/knowledge and fail | List prerequisites upfront with links to get what is missing |
| Steps out of order | Readers cannot follow the sequence | Test the steps yourself and reorder logically |
| No examples | Abstract instructions are hard to apply | Add a concrete example for each major step |
| Skipping troubleshooting | Readers get stuck and have no recourse | Add "if this fails, try..." for each risky step |
| Assumes too much knowledge | Beginners cannot follow along | Define jargon and link to prerequisite guides |
Ready-to-Use Outline
H1: How to [Achieve Specific Outcome] Introduction (150-200 words) - What this guide covers - Why it matters - Who should read this - Time to complete H2: Prerequisites - Required tools/access - Required knowledge - Links to learn prerequisites H2: Overview (optional for complex guides) - High-level process flow - Key concepts defined H2: Step 1: [First Action] - What to do - How to do it - Example - What success looks like H2: Step 2: [Second Action] - What to do - How to do it - Example - What success looks like [Repeat for each step] H2: Common Mistakes - Mistake 1 and how to avoid it - Mistake 2 and how to avoid it - Mistake 3 and how to avoid it H2: Troubleshooting - Problem 1: Solution - Problem 2: Solution - Problem 3: Solution H2: Next Steps - What to do after completing this guide - Related guides to read - Optional advanced techniques
Quality Thresholds
- Minimum word count: 1,000 words
- Target word count: 1,500-3,000 words
- Minimum steps: 3-5 distinct steps
- Examples per step: At least 1
- Visual breaks: At least one per 200 words
3. Product Page Playbook
Reader intent: Understand what the product is, whether it solves their problem, and whether to buy.
Success looks like: The reader knows exactly what they are buying and why it is worth the price.
Required Information
- Product name and category: What it is called and what type of product it is.
- Problem it solves: The specific pain point or need addressed.
- Key features: 3-5 main capabilities or characteristics.
- Benefits: What the user gains from each feature.
- Price: Clear pricing or how to get pricing.
- Call to action: How to buy, start trial, or learn more.
Optional but Recommended
- Product images or screenshots
- Customer testimonials or case studies
- Comparison to alternatives
- FAQ section
- Guarantee or return policy
- Technical specifications
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| Features without benefits | Readers do not know why features matter | For each feature, add "which means..." or "so you can..." |
| Vague problem statement | Readers do not know if this is for them | Describe the problem in the reader's words |
| Hidden pricing | Readers cannot evaluate affordability | Show price or explain how to get it |
| No social proof | Claims feel unsupported | Add testimonials, case studies, or usage numbers |
| Weak or missing CTA | Readers do not know what to do next | Add a clear, prominent call to action |
Ready-to-Use Outline
H1: [Product Name]: [Brief Value Proposition] Introduction (100-150 words) - The problem this product solves - Who it is for - One-sentence product description H2: Key Features and Benefits - Feature 1: Benefit (what the user gains) - Feature 2: Benefit - Feature 3: Benefit H2: How It Works (optional) - Brief explanation of the mechanism - Diagram or screenshot (optional) H2: Social Proof - Testimonial 1 or case study highlight - Testimonial 2 or usage statistic - Trust badges or certifications (optional) H2: Pricing - Price tiers or single price - What is included at each tier - Guarantee or trial information H2: Frequently Asked Questions - Question 1: Answer - Question 2: Answer - Question 3: Answer H2: Get Started - Clear call to action - What happens next - Support contact (optional)
Quality Thresholds
- Minimum word count: 150 words
- Target word count: 250-400 words
- Minimum features: 3
- Social proof elements: At least 1
4. Landing Page Playbook
Reader intent: Evaluate a specific offer and decide whether to take action (sign up, download, buy).
Success looks like: The reader takes the desired action or clearly understands why they will not.
Required Information
- Value proposition: One clear sentence stating what the visitor gets.
- Supporting proof: Evidence that the value proposition is true.
- Call to action: One primary action for the visitor to take.
- Minimal navigation: No distractions from the primary action.
- Risk reduction: Guarantee, privacy policy, or free trial that reduces friction.
Optional but Recommended
- Hero image or product screenshot
- Customer logos or testimonials
- Feature highlights (3-5 bullets)
- FAQ addressing common objections
- Urgency or scarcity (if genuine)
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| Multiple CTAs | Visitors do not know which action to take | Remove all but one primary CTA |
| Vague value proposition | Visitors do not understand the offer | State the benefit in one clear sentence above the fold |
| No proof | Claims feel unsupported | Add testimonials, numbers, or third-party validation |
| Too much navigation | Visitors click away instead of converting | Remove nav links not related to the conversion |
| Hidden friction | Visitors worry about risk and bail | Add guarantee, privacy reassurance, or free trial |
Ready-to-Use Outline
H1: [Value Proposition: Get X Result Without Y Pain] Hero Section - Headline (value proposition) - Subheadline (supporting detail) - Primary CTA button - Hero image or screenshot (optional) H2: Social Proof Bar - Customer logos, testimonials, or usage stats H2: The Problem (optional) - Describe the pain point the visitor feels - Empathize with their frustration H2: The Solution - How your offer solves the problem - 3-5 feature/benefit bullets H2: How It Works (optional) - 3 simple steps - Visual flow (optional) H2: More Proof - Detailed testimonial or case study - Before/after comparison H2: FAQ - Address 3-5 common objections H2: Final CTA - Restate value proposition - Repeat CTA button - Risk reduction (guarantee, privacy)
Quality Thresholds
- Minimum word count: 200 words
- Target word count: 400-600 words
- CTAs: Exactly 1 primary action
- Proof elements: At least 2
5. Local Service Page Playbook
Reader intent: Find a local provider for a specific service and decide whether to contact them.
Success looks like: The reader knows the service is available in their area and contacts the provider.
Required Information
- Service description: What service is offered.
- Service area: Geographic areas served (city, region, neighborhoods).
- Provider information: Who provides the service (company name, team size, credentials).
- Proof of competence: Licenses, certifications, years in business, reviews.
- Contact information: Phone, email, contact form, or booking link.
- Hours of operation: When the service is available.
Optional but Recommended
- Service area map
- Customer testimonials from local clients
- Before/after photos of work
- Pricing or estimate range
- FAQ about the service
- Guarantees or warranties
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| No service area listed | Visitors do not know if they are eligible | List cities, counties, or neighborhoods served |
| Generic service description | Page could be any provider; no differentiation | Add specific services, specialties, and approach |
| No local proof | Could be a national chain or fake local presence | Add local address, phone, photos, community ties |
| Missing contact info | Visitors cannot take action | Make phone and contact options prominent |
| No credentials | Visitors cannot verify competence | List licenses, certifications, affiliations |
Ready-to-Use Outline
H1: [Service] in [City/Region] | [Company Name] Introduction (100-150 words) - Service offered - Service area - Years in business or key credential H2: Our [Service] Services - Service 1: Description - Service 2: Description - Service 3: Description H2: Service Area - List of cities/neighborhoods served - Service area map (optional) H2: Why Choose [Company Name] - Credential 1 (license, certification) - Credential 2 (years, team size) - Credential 3 (reviews, awards) H2: What Customers Say - Testimonial 1 from local customer - Testimonial 2 from local customer - Review platform links H2: Pricing (optional) - Price range or starting price - What affects pricing - How to get an estimate H2: Contact Us - Phone number - Email or contact form - Hours of operation - Physical address (if applicable) H2: Frequently Asked Questions - Question 1: Answer - Question 2: Answer - Question 3: Answer
Quality Thresholds
- Minimum word count: 300 words
- Target word count: 500-800 words
- Service areas listed: At least 5 specific locations
- Credentials: At least 2
- Testimonials: At least 2
6. Comparison Page Playbook
Reader intent: Decide between two or more options by understanding their differences.
Success looks like: The reader knows which option is best for their situation and why.
Required Information
- Items being compared: Clear identification of all options.
- Comparison criteria: The dimensions used to evaluate options.
- Side-by-side comparison: How each option performs on each criterion.
- Recommendation: Which option is best for different use cases.
- Methodology: How the comparison was conducted (testing, research, experience).
Optional but Recommended
- Summary table for quick scanning
- Pros and cons for each option
- Scoring or rating system
- Links to learn more about each option
- Disclosure of any relationships or biases
Common Failure Patterns
| Pattern | Why It Fails | Fix |
|---|---|---|
| Biased comparison | Reader cannot trust the recommendation | Disclose relationships; acknowledge strengths of all options |
| Wrong criteria | Comparison does not address what matters to readers | Use criteria that buyers actually care about |
| No clear winner | Reader finishes unsure what to choose | Provide scenario-based recommendations |
| Superficial comparison | Key differences are not covered | Research deeply; test if possible |
| Outdated information | Comparison is no longer accurate | Review and update regularly |
Ready-to-Use Outline
H1: [Option A] vs [Option B]: Which Is Better for [Use Case]? Introduction (150-200 words) - What is being compared - Why the comparison matters - Who should read this - Quick answer (optional) H2: Quick Comparison Table - Side-by-side view of key criteria - Winner indicators (optional) H2: Comparison Criteria - Criterion 1: Why it matters - Criterion 2: Why it matters - Criterion 3: Why it matters H2: [Option A] Overview - What it is - Key strengths - Key weaknesses - Best for... H2: [Option B] Overview - What it is - Key strengths - Key weaknesses - Best for... H2: Head-to-Head Comparison - Criterion 1: Winner and why - Criterion 2: Winner and why - Criterion 3: Winner and why H2: Final Recommendation - Choose [Option A] if... - Choose [Option B] if... - Overall winner (optional) H2: Methodology - How we tested/researched - Any disclosures or biases
Quality Thresholds
- Minimum word count: 800 words
- Target word count: 1,200-2,000 words
- Comparison criteria: At least 4
- Recommendation scenarios: At least 2