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Adwave Blog Formatting & Structure Rules

Overview

These rules govern the structural formatting of all Adwave blog content for consistency and readability.

Content Categories

All blog posts must be assigned to one of the following categories:

Category Definitions

Industries Category Structure

For Industries category posts, you must also specify:

• Industry Type: The primary industry (e.g., "Food & Beverage", "Healthcare", "Professional Services")
• Subindustry Type: The specific niche within the industry (e.g., "Restaurants", "Dental Practices", "Law Firms")

Industry Types:

• Automotive
• Beauty & Wellness
• Events & Entertainment
• Food & Beverage
• Healthcare
• Home Services
• Media & Entertainment
• Pet Services
• Professional Services
• Real Estate
• Retail
• Technology

Brief Metadata Format

## Article Brief

**Publish Date:** YYYY-MM-DD  
**URL Slug:** `article-slug`  
**Category:** Guides | Case Study | Industries | Insights | News | Using Adwave  
**Industry Type:** [Only if Category is Industries]  
**Subindustry Type:** [Only if Category is Industries]  
**Funnel Stage:** TOFU | MOFU | BOFU  
**Strategy:** Gap | Beyond | SMB-First  
**Target Word Count:** X,XXX-X,XXX

Article Structure Template

Standard Article Flow

1. Hook/Opening (50-100 words)
   - Start with reader's pain point or curiosity
   - Make them feel understood
   - Promise what they'll learn

2. Context Setting (100-200 words)
   - Brief background if needed
   - Why this matters now
   - Transition to main content

3. Main Content (1,000-2,000 words)
   - 4-7 major sections (H2s)
   - Logical progression
   - Each section delivers specific value

4. Practical Application (100-200 words)
   - How to use this information
   - Next steps
   - Key takeaways

5. CTA/Closing (50-100 words)
   - Natural Adwave mention
   - Clear next action
   - Encouraging tone

Opening Patterns

Pattern 1: Pain Point Acknowledgment

If you've ever [pain point], you're not alone. [Statistics or validation].
The good news? [Promise of solution].

Example:

If you've ever watched a competitor's ad run during your favorite show and thought "I could never afford that," you're not alone. Most small business owners assume TV advertising is reserved for brands with six-figure marketing budgets. The good news? That assumption is about five years out of date.

Pattern 2: Surprising Fact

[Surprising statistic or fact]. [Why this matters]. In this guide, [what you'll learn].

Example:

You can now run a TV commercial for less than the cost of a nice dinner out. That's not a typo—streaming TV advertising has made it possible to get your brand on the biggest screen in the house for as little as $50. In this guide, we'll show you exactly how to make that happen.

Pattern 3: Direct Question

[Question your reader is asking]? [Acknowledge the question's validity].
[What this article will answer].

Example:

Is CTV advertising actually worth it for a small business? It's a fair question—especially when you're used to measuring every dollar of your Meta ad spend. Let's break down the real numbers and help you decide.

Pattern 4: "The World Has Changed"

The days of [old way] are over. [What's changed]. Here's what that means for [reader].

Example:

The days of needing a $50,000 production budget and a media buyer on retainer to run TV ads are over. AI and programmatic advertising have democratized the most powerful advertising medium in history. Here's what that means for your small business.

Paragraph Guidelines

Length

• Ideal: 2-4 sentences per paragraph
• Maximum: 5 sentences
• One-sentence paragraphs: Use sparingly for emphasis

Rhythm

Vary paragraph length to maintain reader interest:

Medium paragraph (3 sentences).

Short paragraph for emphasis.

Longer paragraph that digs into detail. This might explain a concept more fully.
It could include an example or two. Still keeping it digestible.

Another short one.

First Sentences

Each paragraph's first sentence should:

• Be strong enough to stand alone
• Signal what the paragraph is about
• Create forward momentum

List Formatting

When to Use Bullets

• 3+ related items
• Items are roughly equal in importance
• Items don't need specific ordering

When to Use Numbers

• Sequential steps
• Ranked items
• Items where order matters

Bullet Format

Key benefits of CTV advertising include:

- **Precise targeting**: Reach specific demographics, interests, and locations
- **Measurable results**: Track impressions, completion rates, and conversions
- **Flexible budgets**: Start with as little as $50 and scale as you learn
- **Premium placement**: Your ad runs alongside content from major networks

Rules for Lists

• Parallel structure (all start with verbs, or all start with nouns)
• Bold lead-in phrase when items need explanation
• 3-7 items ideal (8+ should be reconsidered)
• Each item: 1-2 sentences max

Heading Formatting

H2 Sections

• Should be scannable—reader should understand article from H2s alone
• Average 200-400 words per H2 section
• Don't have more than 500 words without a subheading

H3 Subsections

• Use when H2 section covers multiple distinct sub-topics
• 2-4 H3s per H2 maximum
• H3s should clearly relate to parent H2

Heading Capitalization

Title Case for H1 and H2:

• ✅ "How to Advertise on Roku: The Complete Guide"
• ❌ "How to advertise on roku: the complete guide"

Sentence case acceptable for H3:

• ✅ "Setting up your first campaign"
• Also fine: "Setting Up Your First Campaign"

Emphasis Formatting

Bold

Use for:

• Key terms being defined
• Important statistics
• Lead-in phrases in lists
• Critical warnings or notes

Don't overuse—if everything is bold, nothing is.

Italics

Use for:

• Emphasis within a sentence
• Introducing new terms
• Publication/platform names

Inline Code

Use for:

• Technical values (CPM of $25)
• File names
• URL examples

Callout Boxes

When to Use

• Important warnings
• Pro tips
• Key definitions
• Critical statistics

Format

> **💡 Pro Tip:** [Actionable insight that adds extra value]

> **⚠️ Important:** [Critical warning or consideration]

> **📊 Key Stat:** [Important statistic with source]

Example

💡 Pro Tip: Schedule your CTV campaigns to run during evening hours (7-10 PM) when streaming viewership peaks. You'll get better engagement for the same CPM.

Table Formatting

⚠️ CRITICAL: Markdown tables cannot be embedded directly in Contentful RichText. Tables must be created as separate table entries in Contentful, then embedded in articles. See strategy/agent-context.md for the full workflow.

When to Use Tables

• Comparing multiple options
• Showing data with multiple attributes
• Price/feature comparisons

Table Guidelines

• Keep to 3-5 columns maximum
• Use clear, concise headers
• Align numbers right, text left
• Include source note if data is cited

Example

| Platform | Minimum Spend | Avg. CPM | Best For |
|----------|---------------|----------|----------|
| Roku | $500/month | $25-35 | Broad reach |
| Hulu | $500/month | $30-40 | Premium audiences |
| Adwave | $50 total | $15-25 | Small business testing |

Statistics Formatting

Citing Statistics

Always include:

1. The specific number
2. Context (what it measures)
3. Source
4. Recency indicator

Format:

CTV ad spending reached $25.9 billion in 2024, up 23% year-over-year (eMarketer, 2024).

Multiple Statistics

When presenting multiple stats, consider a formatted list:

The CTV opportunity is massive:

- **$25.9 billion** in CTV ad spend (2024)
- **85%** of US households have at least one CTV device
- **46 minutes** average daily streaming time per viewer
- **92%** video completion rate for CTV ads

*Sources: eMarketer, Nielsen, IAB*

Quote Formatting

Expert/Source Quotes

"The shift to streaming has fundamentally changed how small businesses can compete with big brands," says [Name], [Title] at [Company].

Customer Testimonials (Case Studies)

> "We saw a 40% increase in foot traffic within the first month. I never thought TV advertising was something we could afford."
> — Sarah Chen, Owner, Mountain Burger

Code/Technical Content

For the rare technical content (API, tracking setup):

// Example tracking pixel implementation <script> adwave('track', 'PageView'); </script>

Section Transitions

Use transitional phrases to connect sections:

• "Now that you understand [previous topic], let's look at [next topic]."
• "With [foundation] in place, you're ready to [next step]."
• "This brings us to one of the most common questions:"
• "But here's where it gets interesting..."

Image Placement in Articles

Required Image Positions

Every article must have images at these positions:

1. Hero image - Immediately after the title/intro
2. Section breaks - At least one image per 500 words
3. Before CTA - Visual reinforcement before call-to-action

Image Placeholder Format in Drafts

⚠️ CRITICAL: Standard markdown images !alt DO NOT WORK in Contentful.

You MUST use the placeholder format below. The conversion script ignores standard markdown image syntax. When writing drafts, mark where images should go:

<!-- IMAGE: hero -->
**Placement:** Top of article
**Type:** Hero
**Description:** [What the image should show]
**Prompt:** [Detailed text-to-image prompt for nano-banana]
**Filename:** hero.png
<!-- /IMAGE -->

Image Types by Use Case

• After statistics → Data visualization/chart
• After introducing concept → Concept illustration
• Comparing options → Comparison visual/table graphic
• Step-by-step content → Process diagram/flowchart
• Customer quotes → Quote card
• Platform discussion → Platform mockup

Minimum Image Counts

⚠️ CRITICAL: Every article must have AT LEAST 4 images total (1 hero + 3 body images minimum). More images are encouraged when useful. This is a hard minimum for all content types.

See adwave-images.mdc for complete image guidelines and prompt writing instructions.

Internal Linking Requirements

⚠️ Every post must include a MINIMUM of 4 internal links to Adwave pages. More is better when relevant.

REQUIRED: Fetch Adwave sitemap before writing EVERY article:

Use firecrawl_map MCP tool:
firecrawl_map(url: "https://adwave.com")

This ensures you find the most relevant, up-to-date internal link targets.

Link Categories to Consider:

• Industry pages (e.g., /industries/real-estate/, /industries/food-beverage/)
• Resource pages (e.g., /resources/what-is-connected-tv-advertising/, /resources/local-tv-advertising-costs/)
• How it works (/how-it-works/)
• Features (/features/)
• Success stories (/success-stories/)
• FAQ (/faq/)

Linking Best Practices:

• Use descriptive anchor text (not "click here")
• Link early in the article when possible (within first 500 words)
• Spread links throughout the article naturally
• Match link targets to article context (e.g., restaurant article links to /industries/food-beverage/)
• Never use italic formatting around links (causes RichText conversion issues)

Article Closing Structure

Final Section (Before CTA)

• Summarize key takeaways
• Reinforce main value proposition
• Set up the CTA naturally

CTA Section

## Ready to Get Started?

[1-2 sentences connecting article topic to Adwave's solution]

[Clear, encouraging call to action]

Example Closing

## Ready to Get Started?

TV advertising doesn't have to be complicated or expensive. With the right platform and a clear strategy, you can have your first campaign running by the end of the day.

Adwave makes it simple to create professional TV commercials and launch targeted campaigns—starting at just $50. See how it works for your business.

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import