Adwave Content Strategy Playbook

strategy/content-playbooks.md · strategy · 2 versions

Adwave Content Strategy Playbook

Note: This playbook provides detailed outlines for each content type. For the complete workflow including publishing steps, see CLAUDE.md (workspace instructions) first.

⚠️ SEO Phase Strategy: The primary content strategy is now the 5-Phase SEO Strategy defined in CLAUDE.md and strategy/organic-search-playbook.md. The legacy framework below is still useful for understanding content mix goals.

---

Strategic Overview

Mission

Transform Adwave from a content underdog (~20 articles) to an authoritative voice in SMB TV/CTV advertising through strategic, high-quality content that serves real audience needs while capturing search traffic and driving conversions.

Strategic Pillars (Legacy Framework)

Note: The 5-Phase SEO Strategy in CLAUDE.md has replaced this framework for planning new content. These pillars remain useful for understanding content purpose.

Gap-Closing: Match competitors on table-stakes content (platform guides, statistics, case studies)
Differentiation: Own territories competitors ignore (AI creative, ultra-low-budget, vertical playbooks)
Authority Building: Establish thought leadership through original research and trend analysis

Content Mix Target

40% Gap-closing content (match competitors)
45% Differentiation content (own new territories)
15% Authority content (thought leadership, research)

---

Content Type Strategies

1. Platform Guides (Gap-Closing)

Purpose: Capture high-intent traffic from people researching specific streaming platforms.

Examples:

"How to Advertise on Roku: The Complete Small Business Guide"
"Hulu Advertising for Small Business: Costs, Targeting & How to Start"
"Amazon Fire TV Advertising: Targeting, Costs & Getting Started"

Key Competitors: Vibe.co dominates this category

Our Angle:

Focus on SMB accessibility (lower minimums, simpler process)
Include Adwave as aggregation path (access Roku + Hulu + others through one platform)
Emphasize AI creative advantage (don't need expensive production for each platform)

Standard Outline:

H1: [Platform] Advertising for Small Business: [Subtitle]
├── Introduction: Your business can advertise here (dispel "big brands only" myth)
├── H2: Understanding [Platform]'s Advertising Ecosystem
├── H2: [Platform] Advertising Costs: What to Really Expect
├── H2: Who Can You Reach on [Platform]? (demographics, audience)
├── H2: Targeting Capabilities on [Platform]
├── H2: Creating Ads That Work on [Platform]
├── H2: How to Access [Platform] Inventory (direct vs. programmatic vs. Adwave)
├── H2: Measuring Your [Platform] Campaign
├── H2: Common questions answered (4-5 FAQs about platform specifics)
└── CTA: Access [Platform] through Adwave

SEO Targets:

"[platform] advertising small business"
"how to advertise on [platform]"
"[platform] ad costs"
"[platform] ads for local business"

Length: 1,800-2,200 words

Adwave Integration: Explain that businesses can go direct (often high minimums, complex) OR use platforms like Adwave that aggregate inventory across multiple streamers. Highlight benefits: lower minimums, combined reach, one dashboard.

---

2. Case Studies (Gap-Closing)

Purpose: Provide social proof that TV advertising works for businesses like the reader's.

Examples:

"Case Study: How a Local Restaurant Grew Sales 40% with CTV Ads"
"Case Study: Real Estate Agent Doubles Listings with Targeted CTV"
"Case Study: Dental Practice Gets 150% Client Increase in 5 Weeks"

Key Competitors: MNTN has exceptional case studies; Vibe has good ones

Our Angle:

Focus on small, relatable businesses (not enterprise)
Emphasize modest budgets and realistic timelines
Show specific metrics, not vague claims

Standard Outline:

H1: Case Study: [Headline Result Statement]
├── Introduction: [Business]'s challenge (set up relatable situation)
├── H2: The Starting Point (context, previous marketing, goals)
├── H2: Why They Chose TV/CTV Advertising
├── H2: The Strategy (targeting, geographic focus, timing)
├── H2: The Creative Approach (what the ad looked like, how produced)
├── H2: Campaign Details (platforms, budget, duration)
├── H2: The Results (specific metrics with context)
├── H2: Key Takeaways for [Industry]
├── H2: Advice from [Owner Name]
├── H2: Common questions answered (3-4 FAQs about applicability)
└── CTA: Achieve similar results with Adwave

Required Elements:

Specific metrics (%, $, time frame)
At least one owner/operator quote
Budget context (what they spent, what tier that is)
Timeline (how long to see results)
What they learned/would do differently

Length: 1,200-1,500 words

Adwave Integration: These are Adwave customer stories—prominently feature but focus on customer journey and results, not platform features.

---

3. Comparison Posts (Gap-Closing → MOFU/BOFU)

Purpose: Capture decision-stage traffic from people evaluating options.

Examples:

"CTV vs. Meta Ads: Which Channel Delivers Better ROI for SMBs?"
"Best CTV Advertising Platforms for Small Business [2025 Comparison]"
"Vibe.co Alternatives: CTV Platforms Compared for Small Business"

Key Competitors: Vibe does competitor comparisons well; TVScientific does channel comparisons

Our Angle:

Be genuinely fair (credibility through honesty)
Highlight use cases where different options win
Position Adwave for its genuine strengths (AI creative, low minimums, SMB focus)

Two Sub-Types:

A. Channel Comparisons (CTV vs. X)

H1: CTV vs. [Channel]: Which Delivers Better ROI for [Audience]?
├── Introduction: Acknowledge frustration with [Channel] or curiosity about CTV
├── H2: How the Channels Actually Compare (fundamental differences)
├── H2: Targeting Capabilities Head-to-Head
├── H2: Cost Comparison: Real Numbers
├── H2: Creative Requirements
├── H2: Measurement & Attribution
├── H2: When to Use Each Channel (decision framework)
├── H2: The Case for Using Both
├── H2: Common questions answered (3-4 FAQs about channel selection)
└── CTA: Add CTV to your mix with Adwave

B. Platform Comparisons (Adwave vs. Competitors)

H1: [Competitor] Alternatives: CTV Platforms Compared
├── Introduction: Why you might be looking for alternatives
├── H2: What [Competitor] Does Well (fair assessment)
├── H2: Where [Competitor] May Fall Short
├── H2: Alternative 1: Adwave (our strengths)
├── H2: Alternative 2: [Other competitor]
├── H2: Alternative 3: [Other competitor]
├── H2: Comparison Matrix (side-by-side table)
├── H2: How to Choose (decision framework)
├── H2: Common questions answered (3-4 FAQs about platform decisions)
└── CTA: Try Adwave as your [Competitor] alternative

C. "Best Of" Roundup Posts (REQUIRED FORMAT)

These posts rank multiple platforms/options for a specific use case. They capture high-intent "best X for Y" search traffic.

Examples:

"Best Streaming TV Advertising Platforms in 2025"
"Best Self-Serve CTV Advertising Platforms for Small Business (2025)"
"Best CTV Advertising Platform for Small Business: How to Choose (2025)"

REQUIRED ELEMENTS (All Three Mandatory):

Quick Comparison Table (EARLY in article)

- Place immediately after intro/overview section - Show all platforms side-by-side - Key columns: Platform, Min Spend, Creative Support, Best For - Must be created as Contentful table entry (see strategy/publishing-guide.md for the table workflow)

"Common questions answered" FAQ Section

- Place before conclusion - 4-5 FAQs addressing "when to use which" type questions - Questions searchers are actually asking

Adwave Ranked #1 (when applicable)

- When Adwave is in the comparison, it should be listed FIRST - Lead with Adwave's strengths for SMB use case - Be fair to competitors but position Adwave as the clear choice for small businesses

Structure:

H1: Best [Category] for [Audience] (Year)
├── *Last updated: [Month Year]*
├── Introduction: The landscape has changed
├── H2: Quick Comparison: [Table with all platforms]
├── H2: #1. Adwave (if applicable—lead with our recommendation)
├── H2: #2-6. [Other platforms in ranked order]
├── H2: How to Choose the Right Platform
├── H2: Common questions answered (4-5 FAQs)
└── CTA: Get started with [recommended option]

Year Dating (REQUIRED):

Include year in title: "(2025)" or "in 2025"
Add "Last updated: [Month Year]" below title
Update these posts quarterly or annually
When updating, change the "Last updated" date and resourceDate in Contentful

Critical Rule: Be fair to competitors. Credibility comes from honest comparison, not bashing.

Length: 1,800-2,200 words

Adwave Integration: In platform comparisons, include Adwave as one option among several. Be honest about trade-offs. Highlight genuine differentiators: AI creative, $50 minimum, SMB focus.

---

4. Vertical Playbooks (Differentiation)

Purpose: Own search traffic for industry-specific TV advertising queries that competitors ignore.

Examples:

"TV Advertising for Restaurants: The Complete Marketing Playbook"
"TV Ads for Home Service Businesses: HVAC, Plumbing & Contractor Guide"
"TV Advertising for Etsy Sellers: Growing Your Handmade Business"

Key Competitors: Virtually none—this is white space

Our Angle:

Deep industry understanding
Address industry-specific objections
Include seasonal/timing considerations
Reference industry-specific success stories

Standard Outline:

H1: TV Advertising for [Industry]: [Subtitle]
├── Introduction: Why TV makes sense for [industry]
├── H2: Understanding Your TV Advertising Options (CTV vs. linear, platforms)
├── H2: Setting Your [Industry] TV Budget (% of revenue guidelines)
├── H2: Targeting [Industry]'s Ideal Customers
├── H2: Creating Effective [Industry] Commercials (what works)
├── H2: Seasonal Campaign Strategies (industry-specific timing)
├── H2: Measuring What Matters (industry KPIs)
├── H2: [Industry] Regulatory Considerations (if applicable)
├── H2: Case Examples (reference relevant success stories)
├── H2: Common questions answered (4-5 FAQs industry-specific)
└── CTA: Launch your [industry] TV campaign with Adwave

Industry-Specific Considerations:

Restaurants: Food photography, seasonal promotions, daypart targeting
Home Services: Emergency vs. planned, weather triggers, service area focus
Medical/Dental: HIPAA awareness, trust-building, credential focus
Real Estate: Personal branding, farm area focus, seasonal timing
Legal: Ethics rules, trust signals, practice area targeting
Fitness: New Year, spring, back-to-school; transformation focus
E-commerce: QR codes, promo codes, retargeting emphasis

Length: 2,000-3,000 words (HARD MINIMUM: 2,000)

Adwave Integration: Position as particularly well-suited for the industry's needs. Connect AI creative to industry (e.g., "work with your existing food photography" for restaurants).

---

5. Statistics & Data Posts (Gap-Closing → Authority)

Purpose: Capture research-intent traffic, earn backlinks, establish credibility.

Examples:

"CTV Advertising Statistics: 25 Numbers Every Marketer Needs in 2025"
"CTV Advertising Benchmarks: What Good Performance Looks Like"
"2025 State of SMB TV Advertising Report"

Key Competitors: TVScientific and MNTN do this well

Our Angle:

Focus on SMB-relevant data (not just enterprise)
Include Adwave platform data for proprietary insights
Make data actionable, not just informational

Two Sub-Types:

A. Statistics Roundups

H1: [Topic] Statistics: [Number] Numbers Every [Audience] Needs in [Year]
├── Introduction: Why this data matters for your decisions
├── H2: [Category 1] Statistics (viewership, market size, etc.)
├── H2: [Category 2] Statistics (costs, performance, etc.)
├── H2: [Category 3] Statistics (trends, predictions, etc.)
├── H2: SMB-Specific Data
├── H2: What These Numbers Mean for Your Business
├── H2: Common questions answered (4-5 FAQs about methodology/data)
└── CTA: See how Adwave makes these statistics work for you

B. Original Research (Hero Content)

H1: [Year] State of SMB TV Advertising Report
├── Executive Summary (key findings)
├── Methodology
├── Section 1: Adoption & Usage
├── Section 2: Budget Allocation
├── Section 3: Barriers to Entry
├── Section 4: Platform Preferences
├── Section 5: AI & Automation
├── Section 6: Performance & ROI
├── Section 7: Future Outlook
└── Download/CTA

For Original Research:

Requires actual survey (Pollfish, Prolific: ~$3,000-5,000)
500+ respondents for credibility
Can break into multiple derivative articles
Update annually for ongoing traffic

Length: 1,500-2,000 for roundups; 3,000+ for original research

Adwave Integration: Light touch in main content. Include proprietary Adwave data where relevant. Research reports can be "commissioned by Adwave" with methodology transparency.

---

6. How-To/Getting Started Guides (Differentiation)

Purpose: Capture first-time advertisers with practical, actionable content.

Examples:

"Your First TV Ad: A Step-by-Step Guide for Absolute Beginners"
"I Have $100 and 1 Hour: Here's My TV Advertising Strategy"
"How to Calculate Your TV Advertising ROI: A Practical Framework"

Key Competitors: Limited—most content assumes some knowledge

Our Angle:

Zero assumptions about prior knowledge
Ultra-practical, specific steps
Focus on minimum viable effort/budget

Standard Outline:

H1: [Action-Oriented Title]
├── Introduction: Yes, you can do this (reassurance)
├── H2: Step 1 - [First Action]
├── H2: Step 2 - [Second Action]
├── H2: Step 3 - [Third Action]
├── H2: Step 4 - [Fourth Action]
├── H2: Step 5 - [Fifth Action]
├── H2: Common Mistakes to Avoid
├── H2: What to Expect (realistic outcomes)
├── H2: Common questions answered (3-4 FAQs about common stumbling blocks)
├── H2: Next Steps / Scaling Up
└── CTA: Get started with Adwave

Length: 1,500-2,000 words

Adwave Integration: These can be nearly tutorial-style for Adwave. "Step 3: Choose your targeting—here's how it works in Adwave..."

---

7. Thought Leadership (Authority)

Purpose: Establish Adwave as an innovative voice in the industry.

Examples:

"How AI is Revolutionizing TV Commercial Production"
"2026 TV Advertising Predictions: What's Next for Small Business"
"TV Advertising for Influencers: Growing Your Personal Brand Beyond Social"

Key Competitors: MNTN does thought leadership well but enterprise-focused

Our Angle:

SMB perspective (not enterprise trends)
AI-forward (our differentiation)
Democratization narrative (TV for everyone)

Standard Outline:

H1: [Trend/Concept]: [What It Means for Audience]
├── Introduction: The shift happening right now
├── H2: The Old Way (context for change)
├── H2: What's Changed (drivers of shift)
├── H2: What This Looks Like Today
├── H2: Who Benefits Most
├── H2: Challenges & Considerations
├── H2: The Future Direction
├── H2: Common questions answered (3-4 FAQs about implications)
├── H2: What This Means for Your Business
└── CTA: Stay ahead with Adwave

Length: 1,200-1,800 words

Adwave Integration: Position Adwave as aligned with positive trends. Be visionary but honest about current state.

---

Required Section: Common Questions Answered (FAQ)

Every article must include a "Common questions answered" section. This FAQ section is required for all content types.

Why FAQs Are Required

Featured snippets: FAQ format targets "People Also Ask" and featured snippet opportunities in search
Long-tail traffic: Captures search queries phrased as questions
Reader value: Addresses natural follow-up questions readers have after consuming the main content
Completeness: Signals comprehensive coverage to both readers and search engines

FAQ Format

Use H3 headers for each question, followed by prose answers:

## Common questions answered

### [Question 1]?

[2-4 sentences of prose answering the question completely. Write it as you would explain it to a colleague, not as bullet points.]

### [Question 2]?

[Direct prose answer with context and explanation.]

### [Question 3]?

[Direct prose answer.]

FAQ Count by Content Type

Content Type	Min Questions	Word Count
Stat Snapshots	5-6	400-500
Industry Pages / Vertical Playbooks	4-5	250-350
Platform Guides	4-5	250-350
Statistics Roundups	4-5	250-350
How-To Guides	3-4	200-300
Comparison Posts	3-4	200-300
Case Studies	3-4	150-250
Thought Leadership	3-4	200-300

Writing Effective FAQs

Question Selection:

Use questions readers would actually ask (natural language)
Target questions that appear in "People Also Ask" for your topic
Include questions specific to your article topic (not generic "what is CTV" questions)
Anticipate objections or concerns related to the main content

Answer Writing:

Prose only: Write 2-4 sentences of flowing prose per answer
No bullets: Don't turn answers into lists unless genuinely listing 4+ parallel items
Complete answers: Each answer should stand alone without requiring reading the main article
Specific and helpful: Avoid vague answers; provide concrete information

Example FAQs by Content Type:

Platform Guide (Roku):

"What's the minimum budget to advertise on Roku?"
"Do I need existing video to run Roku ads?"
"Can I target just my local area on Roku?"

Industry Page (Restaurants):

"How much should a restaurant spend on TV advertising?"
"What time of day is best for restaurant TV ads?"
"Can I advertise a specific menu item or promotion?"

Comparison Post (CTV vs. Meta):

"Which channel is better for brand awareness?"
"Can I run both CTV and Meta ads simultaneously?"
"How do I measure which channel is performing better?"

FAQ Placement

Place the FAQ section near the end of the article, typically:

After all main content sections
Before "Supporting data" (if applicable, for stat pages)
Before the final CTA section

---

Funnel Stage Strategies

TOFU (Top of Funnel) - 60% of Content

Goal: Capture awareness-stage traffic, educate market

Content Types:

Platform guides
Statistics posts
Vertical playbooks
Beginner how-to guides
Thought leadership

Conversion Goal: Email signup, resource download, first visit to Adwave

Adwave Mention Level: Light (1-2 mentions, natural positioning)

MOFU (Middle of Funnel) - 25% of Content

Goal: Help evaluation-stage visitors compare options

Content Types:

Channel comparisons (CTV vs. Meta, CTV vs. YouTube)
Measurement/attribution guides
ROI frameworks
Creative best practices
Retargeting guides

Conversion Goal: Account creation, demo request, platform exploration

Adwave Mention Level: Moderate (2-3 mentions, feature highlighting)

BOFU (Bottom of Funnel) - 15% of Content

Goal: Convert decision-stage visitors

Content Types:

Platform comparisons (Vibe alternatives, MNTN alternatives)
Case studies
Pricing/budget guides
"Getting started" tutorials

Conversion Goal: Campaign launch, paid conversion

Adwave Mention Level: Strong (3-4 mentions, clear CTAs, feature focus)

---

Competitive Positioning by Content Type

vs. Vibe.co

They win: Platform-specific depth, case study volume
We win: AI creative content, vertical playbooks, ultra-low-budget content
Strategy: Don't compete head-to-head on their strengths; own adjacent territories

vs. MNTN

They win: Enterprise case studies, "Performance TV" positioning, production quality
We win: SMB accessibility, low budget content, AI angle
Strategy: Target readers MNTN ignores (sub-$5K budgets)

vs. TVScientific

They win: Research/data depth, technical credibility
We win: Practical how-to, beginner content, vertical specificity
Strategy: Translate their complexity into accessibility

vs. Creatify

They win: Social ad focus, e-commerce/dropshipping
We win: TV/CTV expertise, broader SMB focus, TV-specific education
Strategy: Own CTV education they're not providing

---

⚠️ Critical: Prose-First Writing

See: the Balanced Prose & Lists section below for full guidelines.

All content should read like expert advice from a knowledgeable friend, not like a PowerPoint deck or a product spec sheet.

The rule: Default to prose. Only use bullet lists when you have 4+ genuinely parallel items that would be awkward as sentences.

Why this matters: List-heavy content feels impersonal, encourages skimming without comprehension, and fails to explain the "why" behind recommendations. Prose builds understanding and trust.

Section mix targets:

Introductions: 100% prose
"Why it matters" sections: 90% prose
Benefits sections: 80% prose
How-to sections: 70% prose (steps OK if sequential)
FAQ answers: 90% prose per answer
CTA/closing: 100% prose

---

Content Production Process

Phase 1: Brief Creation

Identify target keyword and search intent
Review competing content (top 5 SERP results)
Define unique angle/value-add
Create outline with H2 structure
Identify required research/sources

Phase 2: Draft Creation

Write to outline (don't deviate significantly)
Follow voice/tone guidelines
Write prose-first (see the Balanced Prose & Lists section below)
Include required elements (stats, examples, CTAs)
Target word count for content type

Phase 3: Review & Optimization

Voice/tone check
Prose-first check (are benefits explained in prose, not just listed?)
SEO checklist completion
Fact verification
Link insertion (internal + external)
Image selection/creation

Phase 4: Publication

CMS formatting
Meta data completion
Schema markup
Final preview
Publish and submit to Search Console

Phase 5: Monitoring

Track ranking movement (weeks 1-4)
Monitor for indexing issues
Collect performance data
Schedule updates if needed

---

Measurement Framework

Leading Indicators (Weekly)

Organic traffic to blog
New keyword rankings
Time on page
Pages per session from blog

Lagging Indicators (Monthly)

Organic traffic growth (%)
Keywords in top 10
Conversions from blog content
Backlinks acquired

Content-Level Metrics

Individual post traffic
Ranking position for target keyword
Conversion rate per post
Engagement metrics (time on page, scroll depth)

Quarterly Review

Top performing content (traffic, conversions)
Underperforming content (update or redirect)
Competitive position changes
Strategy adjustments needed

---

Merged from strategy/comparison-post-strategy.md during the Library consolidation (2026-07-05). The source document is archived; this is now the canonical home for its content.

"Best X for Y" Comparison Post Strategy

Purpose: Guide for creating comparison content that captures high-intent, decision-stage searches and positions TV/CTV as a viable option alongside other advertising channels.

---

⚠️ This Document Supplements Main Guidelines

This strategy document provides comparison-specific requirements only. For anything not explicitly covered here, follow the standard guidelines:

Topic	Refer To
Image, voice, SEO, formatting, and quality rules	Guidelines (Library → Guidelines; enforced on every draft)
Publishing workflow	`strategy/publishing-guide.md`
Master instructions	`CLAUDE.md`

Writing and QC rules are enforced automatically by the workspace Guidelines; you don't need to read them manually.

Quick Reference: Key Inherited Requirements

Images: 4 minimum (1 hero + 3 body), use nano-banana for generation
Internal links: 8+ minimum (verify against sitemap first)
FAQ section: Required, 3-4 questions with prose answers
AI scrubbing: Zero emdashes, zero flagged words
Slug verification: Run npm run check-slug before creating entry

---

Overview

"Best advertising for [industry]" and "X vs Y advertising" searches represent high-intent, decision-stage queries. Searchers are actively comparing options and ready to act.

Strategic Purpose:

These posts serve a specific funnel role: capture people who don't know TV advertising is an option, then introduce them to Adwave.

Most Adwave competitors only target people already searching for "CTV advertising" or "streaming TV ads." By ranking for broader "best advertising for X" searches, we reach a much larger audience earlier in their decision process.

Why This Content Matters:

Captures MOFU traffic from people actively choosing advertising channels
Positions TV/CTV (via Adwave) as a surprising option they hadn't considered
Builds authority by being comprehensive and fair about all channels
Creates a natural path from education → consideration → Adwave trial
Differentiates Adwave from competitors who only target TV-aware audiences

---

📊 Competitive Analysis: What Ranks Well

Based on analysis of top-ranking "best advertising for X" content (7shifts, WordStream, HubSpot, TouchBistro):

What Top-Ranking Content Does

Element	What They Do	Our Action
Length	4,000-6,000+ words	Target 3,500-4,500 words (increased from 2,000)
Structure	15-30+ specific tactics, not just channels	Include 3-5 specific tactics per channel
Real Examples	Named brands (McDonald's, Starbucks, Chipotle)	Include 2-3 real brand examples per section
Statistics	Data throughout with sources	15+ sourced statistics minimum
Quick Tips	Scannable tip boxes in each section	Add "Quick Tip" callout in each channel section
Tools/Platforms	Specific tools named (Mailchimp, Hootsuite)	Name specific platforms readers can use
Organization	By reader need (Free/Paid, Online/Offline)	Organize channels logically by use case
Visuals	Screenshots, embedded social, charts	6+ images including channel-specific visuals

Content Structure That Ranks

What to Steal

7shifts: Organize by location (On-site, Online, Offline)
WordStream: Organize by cost (Free channels, Paid channels)
HubSpot: Lead with survey data, include expert quotes
All: Heavy use of specific, actionable tactics within each channel

---

Content Categories

Category 1: Industry-Specific "Best Advertising" Comparisons

These compare ALL advertising channels for specific industries (not just TV).

Target Keywords:

"best advertising for restaurants"
"best advertising for contractors"
"best advertising for dentists"
"best advertising for law firms"

Content Formula:

Structure:

- Overview of advertising needs for the industry - 6-8 advertising channels compared (Google Ads, Meta, TV/CTV, Yelp, Local SEO, Direct Mail, Radio, etc.) - Pros/cons and cost ranges for each - "Best for" recommendations by goal (brand awareness vs leads vs local reach) - TV/CTV positioned as "the channel you didn't know you could afford"

Comparison Table: Feature comparison with estimated costs, ROI potential, time to results

TV/CTV Integration: Position as "the surprising option" that delivers brand credibility on premium networks starting at $50

Category 2: Channel vs Channel Comparisons

These directly compare TV/CTV against other advertising channels.

Target Keywords:

"TV vs radio advertising"
"TV vs billboard advertising"
"TV vs direct mail"
"digital vs TV advertising ROI"

Content Formula:

Structure:

- What each channel does best - Head-to-head comparison (reach, targeting, cost, measurement) - Use cases where each wins - How they work together (not just "vs") - Practical budget allocation recommendations

Honest positioning: Acknowledge where non-TV channels are better; build credibility through fairness

Category 3: Direct Competitor Comparisons (resource_type: Comparisons)

These are head-to-head "Adwave vs [Competitor]" pages targeting searchers evaluating CTV ad platforms. They live at /compare/[slug] and appear on the /compare/ hub page.

CRITICAL: These pages MUST be published with resource_type: Comparisons (not Guides). This ensures they route to /compare/[slug] instead of /resources/[slug] and appear on the comparison hub page.

Target Keywords:

"adwave vs vibe"
"adwave vs mntn"
"best ctv advertising platform"
"self-serve tv ad platforms"

Important: This is the ONLY content type where competitor names are allowed. See the "No banned competitors" guideline (Library → Guidelines) for the full exception policy.

Content Formula:

Structure:

- Quick comparison table (featured snippet target): pricing, minimum spend, creative tools, targeting, channels, self-serve - "Who is [Competitor]?" section (brief, factual overview) - "Who is Adwave?" section (brief, factual overview) - Feature-by-feature breakdown (5-8 comparison dimensions) - Pricing comparison with real numbers - "When to choose [Competitor]" (honest, builds credibility) - "When to choose Adwave" (closes with strengths) - Verdict / bottom line section - FAQ section (4-5 questions)

Tone:

- Fair and honest, never dismissive or aggressive - Acknowledge where competitors excel (enterprise features, advanced analytics) - Clear about Adwave's SMB advantages ($50 minimum, AI creative, simplicity) - Data-driven with verifiable pricing and feature claims - Position Adwave as the better fit for small businesses specifically

Required Comparison Dimensions:

- Minimum ad spend - Pricing model (CPM, CPC, flat rate) - Creative production (AI vs upload-only vs agency-required) - Targeting capabilities (geo, demo, behavioral) - Channel inventory (how many networks) - Self-serve vs managed service - Reporting and analytics - Time to launch

Approved Pages (resource_type: Comparisons, route: /compare/[slug]):

Page	Slug	Author	Calendar Date	Status
Adwave vs MNTN	`adwave-vs-mntn`	David Martin	Feb 25	🔲 Brief
Adwave vs Vibe.co	`adwave-vs-vibe`	David Martin	Feb 26	🔲 Brief
Adwave vs TVScientific	`adwave-vs-tvscientific`	Chris Selmer	Feb 27	🔲 Brief
Adwave vs Simulmedia	`adwave-vs-simulmedia`	Chris Selmer	Feb 28	🔲 Brief

Note: "Best CTV Advertising Platforms" and "Self-Serve TV Ad Platforms" are published as Guides at /resources/. They are broad platform roundups, not head-to-head comparisons, and should remain as Guides.

Word Count Target: 2,500-3,500 words

Section	Word Count
Introduction + quick comparison table	300-400
Platform overviews (both)	400-500
Feature-by-feature breakdown	800-1,000
Pricing comparison	300-400
"When to choose each" sections	400-500
Verdict	200-300
FAQ (4-5 questions)	300-400
Total	2,500-3,500

---

Writing Guidelines

Tone & Approach

Be genuinely helpful: Provide value for readers even if they don't choose TV
Be honest: Acknowledge when other channels are better for specific use cases
Build trust first: Don't push TV/CTV until you've established credibility
Use real numbers: Include actual cost ranges, CPMs, and ROI estimates
Be specific: Name real tools, platforms, and brands

Required Elements

Comparison table (early in article, optimized for featured snippets):

- Channel name - Best for (use case) - Typical cost range - Time to results - Targeting precision - Measurement quality

Channel-by-channel breakdown (expanded format):

Each channel section MUST include: - How it works (2-3 sentences) - Why it works for [industry] (specific to the vertical) - Real example (named brand showing success) - 3-5 specific tactics (actionable, not generic) - Quick Tip box (scannable, practical advice) - Pros and cons (honest assessment) - Cost expectations (specific ranges with context) - Best for (specific use case scenario)

Organize channels by reader need, not alphabetically:

- Immediate results: Google Ads, Yelp, delivery apps - Long-term building: SEO, social media, email - Brand awareness: TV/CTV, radio, billboards - Local neighborhood: Direct mail, community events

Recommendation matrix by business goal (visual or table):

- Need customers this week → [channels] - Building for the long term → [channels] - New location opening → [channels] - Filling slow nights → [channels] - Competing with chains → [channels]

Statistics requirements:

- 15+ sourced statistics throughout - At least one stat per channel section - All stats must have clickable source links - Use recent data (2023-2025 preferred)

TV/CTV section (not first—build credibility first):

- "The option you might not have considered" - Start from $50 messaging (Adwave) - Premium network credibility angle - AI creative production accessibility - Real restaurant TV ad example if available

Adwave CTA section (end of article):

- Clear call-to-action to try Adwave - Link to relevant industry page or pricing - Reinforce low barrier to entry ($50 minimum)

Word Count Target

Target: 3,500-4,500 words (increased based on competitive analysis)

Section	Word Count
Introduction	200-300
Quick comparison table + intro	150-200
Channel sections (8 channels × 350-400 each)	2,800-3,200
Recommendation matrix	300-400
FAQ (4-5 questions)	300-400
CTA section	150-200
Total	3,500-4,500

---

🎯 Adwave Positioning (Required)

Every comparison post must position Adwave as the recommended solution for CTV/streaming TV advertising. This is why we're creating this content.

The Strategic Goal

These posts capture people searching for advertising options who have never considered TV. Our job is to:

Earn credibility by being comprehensive and fair about all channels
Introduce CTV/streaming TV as an accessible option they didn't know existed
Position Adwave as the easiest way to get started with TV advertising

Required Adwave Mentions

Location	What to Include
TV/CTV channel section	Mention Adwave by name as the platform that makes TV accessible starting at $50
Pros list for TV/CTV	Include "No minimum spend with self-serve platforms like Adwave"
Recommendation matrix	Include TV/Adwave in brand awareness and local reach recommendations
Pro tip/callout box	Add a tip about combining CTV with other channels, mentioning Adwave
Final CTA section	Dedicated "Ready to Try TV Advertising?" section with Adwave links

Adwave Messaging Points to Include

Use these naturally throughout the TV/CTV section:

Low barrier: "Platforms like Adwave let you start with as little as $50"
Accessibility: "You don't need a six-figure budget or production crew"
Premium placement: "Your ad runs on the same networks as national brands"
Local targeting: "Reach only viewers in your specific area, down to zip codes"
AI creative: "AI tools can generate professional commercials in minutes"
Self-serve: "Launch campaigns yourself without an agency"

Internal Links to Adwave (Required)

Every comparison post must include at least 3 links to Adwave pages:

Industry-specific page (if it exists): https://adwave.com/industries/[category]/[subcategory]/tv-advertising-[industry]
Pricing page: https://adwave.com/pricing
Homepage or How It Works: https://adwave.com or https://adwave.com/how-it-works

Always verify these links exist using firecrawl_map(url: "https://adwave.com") before including them.

CTA Section Template

End every comparison post with a section like this:

## Ready to Try TV Advertising?

If you've never considered streaming TV for your [industry], you might be surprised 
how accessible it's become. You don't need a six-figure budget or a production crew. 
Platforms like Adwave let you create and launch campaigns starting at $50.

Your ad runs on the same networks as national brands, but only reaches viewers in 
your area. It's brand-building that actually fits a [industry] budget.

[See how it works for [industry]](https://adwave.com/industries/...)

What NOT to Do

❌ Don't make the entire article a sales pitch for Adwave
❌ Don't mention Adwave in the first half of the article (earn credibility first)
❌ Don't oversell—acknowledge TV isn't best for every goal
❌ Don't skip the fair comparison of other channels
❌ Don't use competitor names (see adwave-competitor-content.mdc)

SEO Requirements

See adwave-seo.mdc (auto-applied) for full SEO rules. Comparison-specific notes:

Primary keyword in title (first 60 characters)
Primary keyword in H1 and at least one H2
Comparison table optimized for featured snippets (place early in article)
8-12 internal links (fetch sitemap first: firecrawl_map(url: "https://adwave.com"))
3,500-4,500 words (competitive requirement)
Do NOT include a manual table of contents (auto-generated from headings)

Image Requirements

See adwave-images.mdc (auto-applied) for full image guidelines. Comparison-specific notes:

Minimum 6 images: 1 hero + 5 body images (increased based on competitive analysis)
Hero image: Show the industry context with multiple advertising channels visualized
Body images to include:

- Quick comparison chart/infographic (after intro) - Paid vs organic timelines visualization - CTV/TV targeting concept (family watching TV with geographic targeting overlay) - Decision flowchart or recommendation matrix - Channel-specific image (e.g., social media mockup, email example)

Use nano-banana MCP for generation with Adwave brand colors (navy #222239, teal #57b4ad, lime #d7df27)

Quick Tip Format (Required)

Include a "Quick Tip" callout in each channel section. Format:

> **Quick Tip:** [Specific, actionable advice that readers can implement immediately. 
> Should be practical and specific to this channel for this industry.]

Example:

Quick Tip: Update your Google Business Profile photos monthly with seasonal dishes

or specials. Restaurants with recent photos get 35% more clicks to their website.

FAQ Section (Required)

The "FAQ section required" guideline enforces this.

3-4 questions relevant to the comparison topic
Questions should address:

- Cost-effectiveness question - Budget allocation question - "Which is best for X goal" question - TV affordability question (e.g., "Is TV advertising really affordable for [industry]?")—answer should mention Adwave's $50 minimum

Prose answers only (2-4 sentences each, no bullet lists)

---

Target Keywords & Volumes

Industry-Specific Comparisons

Keyword	Est. Monthly Volume	Difficulty
best advertising for restaurants	3,000+	Medium
best advertising for contractors	2,500+	Medium
best advertising for dentists	2,000+	Medium
best advertising for law firms	1,500+	Medium

Channel vs Channel Comparisons

Keyword	Est. Monthly Volume	Difficulty
digital vs TV advertising ROI	2,000+	Medium
TV vs radio advertising	1,200+	Low
TV vs billboard advertising	800+	Low
TV vs direct mail	600+	Low

---

Existing "Best X for Y" Content

Title	Status	Entry ID
Best Local Advertising Channels for Small Business in 2026	✅ Published	—
Best Self-Serve CTV Advertising Platforms for Small Business (2025)	✅ Published	—
Best CTV Advertising Platform for Small Business (2025)	✅ Published	—
Best Streaming TV Advertising Platforms in 2025	✅ Published	—
Best Marketing Tools for Real Estate Agents in 2025	✅ Published	—

---

Balanced Prose & Lists Writing Guide

Note: This guide is referenced by CLAUDE.md (workspace instructions). All Adwave content should follow these balanced formatting principles.

---

The Core Principle

Use the format that best serves the reader for each piece of information.

Our content should read like something a knowledgeable expert wrote, using prose to explain and connect ideas, and lists to make scannable information accessible. Neither format is inherently better. The goal is reader comprehension and engagement, not adherence to a single style.

---

The Problem We're Solving

Two Extremes to Avoid

Too List-Heavy (Bad):

Content reads like a PowerPoint deck or database dump
No explanation of why things matter
Readers skim without understanding
Everything looks equally important

Too Prose-Heavy (Also Bad):

Important information buried in paragraphs
Readers can't quickly scan for key points
Data comparisons become confusing
Actionable steps get lost in narrative

The Goal: Strategic Balance

Good content uses prose to explain and connect, and lists to organize and highlight. A section might open with prose context, use a list for parallel items, then close with prose analysis. The formats work together.

---

When to Use Each Format

Use Prose For...

Content Type	Why Prose Works
Explaining why something matters	Reasoning requires flow and connection
Opening/introducing a topic	Sets context before details
Analysis and interpretation	Requires building an argument
Recommendations with reasoning	Advice needs explanation
Transitions between ideas	Connects sections smoothly
Conclusions and takeaways	Brings ideas together

Use Lists For...

Content Type	Why Lists Work
3+ parallel items (platforms, steps, features)	Easier to scan than run-on sentences
Data points and statistics	Numbers are clearer separated
Quick-reference information	Readers may return to check
Sequential steps or processes	Order is visually clear
Comparisons between options	Side-by-side is easier to process
Key takeaways readers should remember	Stands out from surrounding prose

The New Rule: 3+ Parallel Items

Use lists when you have 3 or more parallel items, especially if they include data, steps, or specific details. The old "4+ items" rule was too restrictive.

✅ Good use of list (3 items with data):

The viewing time breaks down by generation:

- **Adults 65+:** 6.5 hours daily (highest)
- **Adults 50-64:** 5.4 hours daily
- **Adults 35-49:** 4.0 hours daily
- **Adults 18-34:** 3.5 hours daily
- **Teens 12-17:** 2.5 hours daily

The pattern is clear: older Americans watch significantly more television...

❌ Bad (data buried in prose):

Adults 65 and older watch 6.5 hours daily, while adults 50-64 watch 5.4 hours, adults 35-49 watch about 4 hours, adults 18-34 watch 3.5 hours, and teens 12-17 watch 2.5 hours daily.

The list version is scannable and the data is easy to compare. The prose version is a wall of numbers.

---

Section-by-Section Guidelines

Different sections benefit from different prose/list balances:

Section Type	Recommended Approach	Notes
Introductions	Prose	Set context, no lists needed
Data/statistics sections	Prose + Lists	Explain with prose, present data in lists
Demographic breakdowns	Lists or Tables	Numbers are scannable in list form
"How to" / Strategy	Prose + Lists	Explain approach, list specific steps or options
Platform/channel lists	Lists	3+ platforms should be listed
Benefits sections	Prose + occasional list	Explain why, can list what
FAQ answers	Mostly prose	But can list if answer has 3+ parts
Time-based breakdowns	Lists or Tables	Time periods with percentages work as lists
CTA/closing	Prose	Personal, encouraging
Supporting data	Lists required	Quick reference by nature

Key Change: Data Belongs in Lists

Whenever you have multiple data points (percentages, hours, dollar amounts, etc.), consider using a list or table. Data buried in prose is hard to scan and compare.

---

Examples: When to Use Which Format

Example 1: Data Breakdown (Lists Are Better)

❌ Bad (data buried in prose):

## TV viewing by time of day

Morning viewing peaks between 7-9 AM and captures about 8% of daily viewing. Daytime viewing from 9 AM to 4 PM accounts for roughly 25% of total daily television time. Prime time from 7-10 PM captures approximately 35% of all daily viewing. Late night viewing from 10 PM to midnight captures another 15% of daily viewing.

This is hard to scan. The reader can't quickly compare time periods.

✅ Good (prose + list):

## TV viewing by time of day

Television viewing follows predictable daily rhythms that advertisers can exploit:

- **Morning (7-9 AM):** 8% of daily viewing, mostly news and background content
- **Daytime (9 AM-4 PM):** 25% of daily viewing, traditionally stay-at-home audiences plus remote workers
- **Prime time (7-10 PM):** 35% of daily viewing, highest-quality attention when households gather
- **Late night (10 PM-midnight):** 15% of daily viewing, younger skewing audiences

Prime time commands the most attention and the highest ad prices for good reason: this is when families are together and engagement peaks.

The list makes time periods scannable, while prose provides context before and analysis after.

---

Example 2: How-To Section (Balance Both)

❌ Bad (checklist only):

## How to take advantage

1. Set geographic targeting
2. Choose evening hours
3. Budget $200-500
4. Use AI-generated creative
5. Measure brand metrics

No explanation of why these choices matter.

❌ Also Bad (pure prose, no structure):

## How to take advantage

Start with geographic targeting that matches your actual customer base. For most local businesses, a 15-25 mile radius captures the majority of potential customers. Time your campaigns around evening hours from 6-10 PM when households are together. Budget strategically with $200-$500 for two weeks to achieve real frequency. Creative matters, so use AI-powered platforms to generate broadcast-quality ads. Measure brand search volume and website traffic rather than expecting immediate clicks.

Important action items get lost in the paragraph.

✅ Good (prose + structured list):

## How to take advantage

Understanding TV viewing patterns is useful. Knowing how to act on that information is what actually grows your business.

**Key strategic moves:**

- **Geographic targeting:** Set a 15-25 mile radius around your location so every impression reaches potential customers
- **Prime time focus:** Evening hours (6-10 PM) capture the highest-quality viewing when households are together
- **Frequency over reach:** Budget $200-500 for two weeks to reach your audience multiple times, not once
- **AI creative:** Use platforms that generate broadcast-quality ads from your website in minutes
- **Brand metrics:** Track search volume and website traffic, not just immediate conversions

Start with enough budget to achieve real frequency in your target area. Better to reach 5,000 households four times each than 20,000 households once.

This version explains the strategic approach, lists the key actions for scannability, and adds context.

---

Example 3: Platform Comparisons (Lists Essential)

❌ Bad (run-on sentence):

The platforms capturing streaming time include YouTube at 10.6% of total viewing, followed by Netflix at 7.9%, then Amazon Prime Video at 3.1%, Hulu at 2.6%, Disney+ at 1.9%, and Peacock at 1.1%.

✅ Good (list with context):

Streaming viewership is distributed across major platforms:

- **YouTube:** 10.6% of total TV viewing (largest streaming platform)
- **Netflix:** 7.9%
- **Amazon Prime Video:** 3.1%
- **Hulu:** 2.6%
- **Disney+:** 1.9%
- **Peacock:** 1.1%

YouTube's dominance is particularly notable for advertisers since it's fully ad-supported, unlike subscription-heavy competitors.

---

Example 4: FAQ Answer (Depends on Content)

When prose works better:

### How has daily TV viewing changed over the past decade?

Daily viewing has remained remarkably stable at 3.5-4 hours despite smartphone adoption. The real story isn't declining consumption but *migrating* consumption, as viewers shift from cable and broadcast to streaming while maintaining similar total viewing time.

When a list works better:

### What platforms count as "streaming" in these stats?

Nielsen's streaming category includes:

- YouTube (main platform, not YouTube TV)
- Netflix
- Amazon Prime Video, Hulu, Disney+, Peacock
- FAST services (Tubi, Pluto TV, Roku Channel)
- Other streaming apps on connected TVs

It does not include virtual MVPDs like YouTube TV or Hulu Live, which are tracked separately.

Use lists in FAQ answers when the question asks "what includes" or "what are the types of" something.

---

The Balanced Approach Pattern

The best content uses both formats strategically. Here's the pattern:

## [Section heading]

[1-2 sentences of prose introduction/context]

[List or table of parallel items, data points, or steps]

[1-2 sentences of prose analysis, recommendation, or transition]

This pattern:

Opens with context so the list has meaning
Uses the list for scannable, parallel information
Closes with analysis or next steps

---

Red Flags: Too Far in Either Direction

Your Content Might Be Too List-Heavy If...

Benefits are listed without explanation of why they matter
Lists have no prose context before or after
Each list item is a complete paragraph (should be prose)
The content would work as a PowerPoint slide

Your Content Might Be Too Prose-Heavy If...

Data points (percentages, hours, dollars) are buried in long paragraphs
Readers can't quickly scan for key numbers or steps
You have 4+ parallel items crammed into one sentence
Time-based or demographic breakdowns are hard to compare
The "how to" section has no visible structure

The Read-Aloud Test

Read your content aloud. It should:

Flow naturally (not sound like a grocery list)
Have clear structure (not be an undifferentiated wall of text)
Make data easy to find (not bury numbers in prose)

---

Quick Reference

Use PROSE for:

Introductions and context-setting
Explaining why something matters
Analysis and interpretation
Transitions and conclusions
Recommendations with reasoning

Use LISTS for:

3+ parallel items (platforms, features, steps)
Data breakdowns (by age, time, platform)
Percentages and statistics that should be comparable
Quick-reference information readers will scan
Action items in how-to sections

Every list needs:

Prose context before it (what are we listing and why?)
Parallel structure (items are the same type)
Prose follow-up when appropriate (analysis, recommendation)

Every prose section with data needs:

Consider: would a list make this scannable?
Multiple percentages or numbers → probably use a list
Demographic or time-based breakdown → definitely use a list

Latest change

  # Adwave Content Strategy Playbook
  
- > **Note:** This playbook provides detailed outlines for each content type. For the complete workflow including publishing steps, see `strategy/agent-context.md` first.
+ > **Note:** This playbook provides detailed outlines for each content type. For the complete workflow including publishing steps, see `CLAUDE.md` (workspace instructions) first.
  
- > **⚠️ SEO Phase Strategy:** The primary content strategy is now the **5-Phase SEO Strategy** defined in `CLAUDE.md` and `strategy/organic-search-playbook.md`. See `strategy/playbook-alignment.md` for how phases map to content types. The legacy framework below is still useful for understanding content mix goals.
+ > **⚠️ SEO Phase Strategy:** The primary content strategy is now the **5-Phase SEO Strategy** defined in `CLAUDE.md` and `strategy/organic-search-playbook.md`. The legacy framework below is still useful for understanding content mix goals.
  
  ---
  
  ## Strategic Overview
  
  ### Mission
  Transform Adwave from a content underdog (~20 articles) to an authoritative voice in SMB TV/CTV advertising through strategic, high-quality content that serves real audience needs while capturing search traffic and driving conversions.
  
  ### Strategic Pillars (Legacy Framework)
  
  > **Note:** The 5-Phase SEO Strategy in `CLAUDE.md` has replaced this framework for planning new content. These pillars remain useful for understanding content purpose.
  
  1. **Gap-Closing**: Match competitors on table-stakes content (platform guides, statistics, case studies)
  2. **Differentiation**: Own territories competitors ignore (AI creative, ultra-low-budget, vertical playbooks)
  3. **Authority Building**: Establish thought leadership through original research and trend analysis
  
  ### Content Mix Target
  - 40% Gap-closing content (match competitors)
  - 45% Differentiation content (own new territories)
  - 15% Authority content (thought leadership, research)
  
  ---
  
  ## Content Type Strategies
  
  ### 1. Platform Guides (Gap-Closing)
  
  **Purpose:** Capture high-intent traffic from people researching specific streaming platforms.
  
  **Examples:** 
  - "How to Advertise on Roku: The Complete Small Business Guide"
  - "Hulu Advertising for Small Business: Costs, Targeting & How to Start"
  - "Amazon Fire TV Advertising: Targeting, Costs & Getting Started"
  
  **Key Competitors:** Vibe.co dominates this category
  
  **Our Angle:**
  - Focus on SMB accessibility (lower minimums, simpler process)
  - Include Adwave as aggregation path (access Roku + Hulu + others through one platform)
  - Emphasize AI creative advantage (don't need expensive production for each platform)
  
  **Standard Outline:**
  ```
  H1: [Platform] Advertising for Small Business: [Subtitle]
  ├── Introduction: Your business can advertise here (dispel "big brands only" myth)
  ├── H2: Understanding [Platform]'s Advertising Ecosystem
  ├── H2: [Platform] Advertising Costs: What to Really Expect
  ├── H2: Who Can You Reach on [Platform]? (demographics, audience)
  ├── H2: Targeting Capabilities on [Platform]
  ├── H2: Creating Ads That Work on [Platform]
  ├── H2: How to Access [Platform] Inventory (direct vs. programmatic vs. Adwave)
  ├── H2: Measuring Your [Platform] Campaign
  ├── H2: Common questions answered (4-5 FAQs about platform specifics)
  └── CTA: Access [Platform] through Adwave
  ```
  
  **SEO Targets:**
  - "[platform] advertising small business"
  - "how to advertise on [platform]"
  - "[platform] ad costs"
  - "[platform] ads for local business"
  
  **Length:** 1,800-2,200 words
  
  **Adwave Integration:** Explain that businesses can go direct (often high minimums, complex) OR use platforms like Adwave that aggregate inventory across multiple streamers. Highlight benefits: lower minimums, combined reach, one dashboard.
  
  ---
  
  ### 2. Case Studies (Gap-Closing)
  
  **Purpose:** Provide social proof that TV advertising works for businesses like the reader's.
  
  **Examples:**
  - "Case Study: How a Local Restaurant Grew Sales 40% with CTV Ads"
  - "Case Study: Real Estate Agent Doubles Listings with Targeted CTV"
  - "Case Study: Dental Practice Gets 150% Client Increase in 5 Weeks"
  
  **Key Competitors:** MNTN has exceptional case studies; Vibe has good ones
  
  **Our Angle:**
  - Focus on small, relatable businesses (not enterprise)
  - Emphasize modest budgets and realistic timelines
  - Show specific metrics, not vague claims
  
  **Standard Outline:**
  ```
  H1: Case Study: [Headline Result Statement]
  ├── Introduction: [Business]'s challenge (set up relatable situation)
  ├── H2: The Starting Point (context, previous marketing, goals)
  ├── H2: Why They Chose TV/CTV Advertising
  ├── H2: The Strategy (targeting, geographic focus, timing)
  ├── H2: The Creative Approach (what the ad looked like, how produced)
  ├── H2: Campaign Details (platforms, budget, duration)
  ├── H2: The Results (specific metrics with context)
  ├── H2: Key Takeaways for [Industry]
  ├── H2: Advice from [Owner Name]
  ├── H2: Common questions answered (3-4 FAQs about applicability)
  └── CTA: Achieve similar results with Adwave
  ```
  
  **Required Elements:**
  - Specific metrics (%, $, time frame)
  - At least one owner/operator quote
  - Budget context (what they spent, what tier that is)
  - Timeline (how long to see results)
  - What they learned/would do differently
  
  **Length:** 1,200-1,500 words
  
  **Adwave Integration:** These are Adwave customer stories—prominently feature but focus on customer journey and results, not platform features.
  
  ---
  
  ### 3. Comparison Posts (Gap-Closing → MOFU/BOFU)
  
  **Purpose:** Capture decision-stage traffic from people evaluating options.
  
  **Examples:**
  - "CTV vs. Meta Ads: Which Channel Delivers Better ROI for SMBs?"
  - "Best CTV Advertising Platforms for Small Business [2025 Comparison]"
  - "Vibe.co Alternatives: CTV Platforms Compared for Small Business"
  
  **Key Competitors:** Vibe does competitor comparisons well; TVScientific does channel comparisons
  
  **Our Angle:**
  - Be genuinely fair (credibility through honesty)
  - Highlight use cases where different options win
  - Position Adwave for its genuine strengths (AI creative, low minimums, SMB focus)
  
  **Two Sub-Types:**
  
  #### A. Channel Comparisons (CTV vs. X)
  ```
  H1: CTV vs. [Channel]: Which Delivers Better ROI for [Audience]?
  ├── Introduction: Acknowledge frustration with [Channel] or curiosity about CTV
  ├── H2: How the Channels Actually Compare (fundamental differences)
  ├── H2: Targeting Capabilities Head-to-Head
  ├── H2: Cost Comparison: Real Numbers
  ├── H2: Creative Requirements
  ├── H2: Measurement & Attribution
  ├── H2: When to Use Each Channel (decision framework)
  ├── H2: The Case for Using Both
  ├── H2: Common questions answered (3-4 FAQs about channel selection)
  └── CTA: Add CTV to your mix with Adwave
  ```
  
  #### B. Platform Comparisons (Adwave vs. Competitors)
  ```
  H1: [Competitor] Alternatives: CTV Platforms Compared
  ├── Introduction: Why you might be looking for alternatives
  ├── H2: What [Competitor] Does Well (fair assessment)
  ├── H2: Where [Competitor] May Fall Short
  ├── H2: Alternative 1: Adwave (our strengths)
  ├── H2: Alternative 2: [Other competitor]
  ├── H2: Alternative 3: [Other competitor]
  ├── H2: Comparison Matrix (side-by-side table)
  ├── H2: How to Choose (decision framework)
  ├── H2: Common questions answered (3-4 FAQs about platform decisions)
  └── CTA: Try Adwave as your [Competitor] alternative
  ```
  
  #### C. "Best Of" Roundup Posts (REQUIRED FORMAT)
  
  These posts rank multiple platforms/options for a specific use case. They capture high-intent "best X for Y" search traffic.
  
  **Examples:**
  - "Best Streaming TV Advertising Platforms in 2025"
  - "Best Self-Serve CTV Advertising Platforms for Small Business (2025)"
  - "Best CTV Advertising Platform for Small Business: How to Choose (2025)"
  
  **REQUIRED ELEMENTS (All Three Mandatory):**
  
  1. **Quick Comparison Table (EARLY in article)**
     - Place immediately after intro/overview section
     - Show all platforms side-by-side
     - Key columns: Platform, Min Spend, Creative Support, Best For
-    - **Must be created as Contentful `table` entry** (see agent-context.md for table workflow)
+    - **Must be created as Contentful `table` entry** (see `strategy/publishing-guide.md` for the table workflow)
  
  2. **"Common questions answered" FAQ Section**
     - Place before conclusion
     - 4-5 FAQs addressing "when to use which" type questions
     - Questions searchers are actually asking
  
  3. **Adwave Ranked #1 (when applicable)**
     - When Adwave is in the comparison, it should be listed FIRST
     - Lead with Adwave's strengths for SMB use case
     - Be fair to competitors but position Adwave as the clear choice for small businesses
  
  **Structure:**
  ```
  H1: Best [Category] for [Audience] (Year)
  ├── *Last updated: [Month Year]*
  ├── Introduction: The landscape has changed
  ├── H2: Quick Comparison: [Table with all platforms]
  ├── H2: #1. Adwave (if applicable—lead with our recommendation)
  ├── H2: #2-6. [Other platforms in ranked order]
  ├── H2: How to Choose the Right Platform
  ├── H2: Common questions answered (4-5 FAQs)
  └── CTA: Get started with [recommended option]
  ```
  
  **Year Dating (REQUIRED):**
  - Include year in title: "(2025)" or "in 2025"
  - Add "*Last updated: [Month Year]*" below title
  - Update these posts quarterly or annually
  - When updating, change the "Last updated" date and `resourceDate` in Contentful
  
  **Critical Rule:** Be fair to competitors. Credibility comes from honest comparison, not bashing.
  
  **Length:** 1,800-2,200 words
  
  **Adwave Integration:** In platform comparisons, include Adwave as one option among several. Be honest about trade-offs. Highlight genuine differentiators: AI creative, $50 minimum, SMB focus.
  
  ---
  
  ### 4. Vertical Playbooks (Differentiation)
  
  **Purpose:** Own search traffic for industry-specific TV advertising queries that competitors ignore.
  
  **Examples:**
  - "TV Advertising for Restaurants: The Complete Marketing Playbook"
  - "TV Ads for Home Service Businesses: HVAC, Plumbing & Contractor Guide"
  - "TV Advertising for Etsy Sellers: Growing Your Handmade Business"
  
  **Key Competitors:** Virtually none—this is white space
  
  **Our Angle:**
  - Deep industry understanding
  - Address industry-specific objections
  - Include seasonal/timing considerations
  - Reference industry-specific success stories
  
  **Standard Outline:**
  ```
  H1: TV Advertising for [Industry]: [Subtitle]
  ├── Introduction: Why TV makes sense for [industry]
  ├── H2: Understanding Your TV Advertising Options (CTV vs. linear, platforms)
  ├── H2: Setting Your [Industry] TV Budget (% of revenue guidelines)
  ├── H2: Targeting [Industry]'s Ideal Customers
  ├── H2: Creating Effective [Industry] Commercials (what works)
  ├── H2: Seasonal Campaign Strategies (industry-specific timing)
  ├── H2: Measuring What Matters (industry KPIs)
  ├── H2: [Industry] Regulatory Considerations (if applicable)
  ├── H2: Case Examples (reference relevant success stories)
  ├── H2: Common questions answered (4-5 FAQs industry-specific)
  └── CTA: Launch your [industry] TV campaign with Adwave
  ```
  
  **Industry-Specific Considerations:**
  - **Restaurants:** Food photography, seasonal promotions, daypart targeting
  - **Home Services:** Emergency vs. planned, weather triggers, service area focus
  - **Medical/Dental:** HIPAA awareness, trust-building, credential focus
  - **Real Estate:** Personal branding, farm area focus, seasonal timing
  - **Legal:** Ethics rules, trust signals, practice area targeting
  - **Fitness:** New Year, spring, back-to-school; transformation focus
  - **E-commerce:** QR codes, promo codes, retargeting emphasis
  
  **Length:** 2,000-3,000 words (HARD MINIMUM: 2,000)
  
  **Adwave Integration:** Position as particularly well-suited for the industry's needs. Connect AI creative to industry (e.g., "work with your existing food photography" for restaurants).
  
  ---
  
  ### 5. Statistics & Data Posts (Gap-Closing → Authority)
  
  **Purpose:** Capture research-intent traffic, earn backlinks, establish credibility.
  
  **Examples:**
  - "CTV Advertising Statistics: 25 Numbers Every Marketer Needs in 2025"
  - "CTV Advertising Benchmarks: What Good Performance Looks Like"
  - "2025 State of SMB TV Advertising Report"
  
  **Key Competitors:** TVScientific and MNTN do this well
  
  **Our Angle:**
  - Focus on SMB-relevant data (not just enterprise)
  - Include Adwave platform data for proprietary insights
  - Make data actionable, not just informational
  
  **Two Sub-Types:**
  
  #### A. Statistics Roundups
  ```
  H1: [Topic] Statistics: [Number] Numbers Every [Audience] Needs in [Year]
  ├── Introduction: Why this data matters for your decisions
  ├── H2: [Category 1] Statistics (viewership, market size, etc.)
  ├── H2: [Category 2] Statistics (costs, performance, etc.)
  ├── H2: [Category 3] Statistics (trends, predictions, etc.)
  ├── H2: SMB-Specific Data
  ├── H2: What These Numbers Mean for Your Business
  ├── H2: Common questions answered (4-5 FAQs about methodology/data)
  └── CTA: See how Adwave makes these statistics work for you
  ```
  
  #### B. Original Research (Hero Content)
  ```
  H1: [Year] State of SMB TV Advertising Report
  ├── Executive Summary (key findings)
  ├── Methodology
  ├── Section 1: Adoption & Usage
  ├── Section 2: Budget Allocation
  ├── Section 3: Barriers to Entry
  ├── Section 4: Platform Preferences
  ├── Section 5: AI & Automation
  ├── Section 6: Performance & ROI
  ├── Section 7: Future Outlook
  └── Download/CTA
  ```
  
  **For Original Research:**
  - Requires actual survey (Pollfish, Prolific: ~$3,000-5,000)
  - 500+ respondents for credibility
  - Can break into multiple derivative articles
  - Update annually for ongoing traffic
  
  **Length:** 1,500-2,000 for roundups; 3,000+ for original research
  
  **Adwave Integration:** Light touch in main content. Include proprietary Adwave data where relevant. Research reports can be "commissioned by Adwave" with methodology transparency.
  
  ---
  
  ### 6. How-To/Getting Started Guides (Differentiation)
  
  **Purpose:** Capture first-time advertisers with practical, actionable content.
  
  **Examples:**
  - "Your First TV Ad: A Step-by-Step Guide for Absolute Beginners"
  - "I Have $100 and 1 Hour: Here's My TV Advertising Strategy"
  - "How to Calculate Your TV Advertising ROI: A Practical Framework"
  
  **Key Competitors:** Limited—most content assumes some knowledge
  
  **Our Angle:**
  - Zero assumptions about prior knowledge
  - Ultra-practical, specific steps
  - Focus on minimum viable effort/budget
  
  **Standard Outline:**
  ```
  H1: [Action-Oriented Title]
  ├── Introduction: Yes, you can do this (reassurance)
  ├── H2: Step 1 - [First Action]
  ├── H2: Step 2 - [Second Action]
  ├── H2: Step 3 - [Third Action]
  ├── H2: Step 4 - [Fourth Action]
  ├── H2: Step 5 - [Fifth Action]
  ├── H2: Common Mistakes to Avoid
  ├── H2: What to Expect (realistic outcomes)
  ├── H2: Common questions answered (3-4 FAQs about common stumbling blocks)
  ├── H2: Next Steps / Scaling Up
  └── CTA: Get started with Adwave
  ```
  
  **Length:** 1,500-2,000 words
  
  **Adwave Integration:** These can be nearly tutorial-style for Adwave. "Step 3: Choose your targeting—here's how it works in Adwave..."
  
  ---
  
  ### 7. Thought Leadership (Authority)
  
  **Purpose:** Establish Adwave as an innovative voice in the industry.
  
  **Examples:**
  - "How AI is Revolutionizing TV Commercial Production"
  - "2026 TV Advertising Predictions: What's Next for Small Business"
  - "TV Advertising for Influencers: Growing Your Personal Brand Beyond Social"
  
  **Key Competitors:** MNTN does thought leadership well but enterprise-focused
  
  **Our Angle:**
  - SMB perspective (not enterprise trends)
  - AI-forward (our differentiation)
  - Democratization narrative (TV for everyone)
  
  **Standard Outline:**
  ```
  H1: [Trend/Concept]: [What It Means for Audience]
  ├── Introduction: The shift happening right now
  ├── H2: The Old Way (context for change)
  ├── H2: What's Changed (drivers of shift)
  ├── H2: What This Looks Like Today
  ├── H2: Who Benefits Most
  ├── H2: Challenges & Considerations
  ├── H2: The Future Direction
  ├── H2: Common questions answered (3-4 FAQs about implications)
  ├── H2: What This Means for Your Business
  └── CTA: Stay ahead with Adwave
  ```
  
  **Length:** 1,200-1,800 words
  
  **Adwave Integration:** Position Adwave as aligned with positive trends. Be visionary but honest about current state.
  
  ---
  
  ## Required Section: Common Questions Answered (FAQ)
  
  **Every article must include a "Common questions answered" section.** This FAQ section is required for all content types.
  
  ### Why FAQs Are Required
  
  1. **Featured snippets:** FAQ format targets "People Also Ask" and featured snippet opportunities in search
  2. **Long-tail traffic:** Captures search queries phrased as questions
  3. **Reader value:** Addresses natural follow-up questions readers have after consuming the main content
  4. **Completeness:** Signals comprehensive coverage to both readers and search engines
  
  ### FAQ Format
  
  Use H3 headers for each question, followed by prose answers:
  
  ```markdown
  ## Common questions answered
  
  ### [Question 1]?
  
  [2-4 sentences of prose answering the question completely. Write it as you would explain it to a colleague, not as bullet points.]
  
  ### [Question 2]?
  
  [Direct prose answer with context and explanation.]
  
  ### [Question 3]?
  
  [Direct prose answer.]
  ```
  
  ### FAQ Count by Content Type
  
  | Content Type | Min Questions | Word Count |
  |--------------|---------------|------------|
  | Stat Snapshots | 5-6 | 400-500 |
  | Industry Pages / Vertical Playbooks | 4-5 | 250-350 |
  | Platform Guides | 4-5 | 250-350 |
  | Statistics Roundups | 4-5 | 250-350 |
  | How-To Guides | 3-4 | 200-300 |
  | Comparison Posts | 3-4 | 200-300 |
  | Case Studies | 3-4 | 150-250 |
  | Thought Leadership | 3-4 | 200-300 |
  
  ### Writing Effective FAQs
  
  **Question Selection:**
  - Use questions readers would actually ask (natural language)
  - Target questions that appear in "People Also Ask" for your topic
  - Include questions specific to your article topic (not generic "what is CTV" questions)
  - Anticipate objections or concerns related to the main content
  
  **Answer Writing:**
  - **Prose only:** Write 2-4 sentences of flowing prose per answer
  - **No bullets:** Don't turn answers into lists unless genuinely listing 4+ parallel items
  - **Complete answers:** Each answer should stand alone without requiring reading the main article
  - **Specific and helpful:** Avoid vague answers; provide concrete information
  
  **Example FAQs by Content Type:**
  
  **Platform Guide (Roku):**
  - "What's the minimum budget to advertise on Roku?"
  - "Do I need existing video to run Roku ads?"
  - "Can I target just my local area on Roku?"
  
  **Industry Page (Restaurants):**
  - "How much should a restaurant spend on TV advertising?"
  - "What time of day is best for restaurant TV ads?"
  - "Can I advertise a specific menu item or promotion?"
  
  **Comparison Post (CTV vs. Meta):**
  - "Which channel is better for brand awareness?"
  - "Can I run both CTV and Meta ads simultaneously?"
  - "How do I measure which channel is performing better?"
  
  ### FAQ Placement
  
  Place the FAQ section **near the end of the article**, typically:
  - After all main content sections
  - Before "Supporting data" (if applicable, for stat pages)
  - Before the final CTA section
  
  ---
  
  ## Funnel Stage Strategies
  
  ### TOFU (Top of Funnel) - 60% of Content
  **Goal:** Capture awareness-stage traffic, educate market
  
  **Content Types:**
  - Platform guides
  - Statistics posts
  - Vertical playbooks
  - Beginner how-to guides
  - Thought leadership
  
  **Conversion Goal:** Email signup, resource download, first visit to Adwave
  
  **Adwave Mention Level:** Light (1-2 mentions, natural positioning)
  
  ### MOFU (Middle of Funnel) - 25% of Content
  **Goal:** Help evaluation-stage visitors compare options
  
  **Content Types:**
  - Channel comparisons (CTV vs. Meta, CTV vs. YouTube)
  - Measurement/attribution guides
  - ROI frameworks
  - Creative best practices
  - Retargeting guides
  
  **Conversion Goal:** Account creation, demo request, platform exploration
  
  **Adwave Mention Level:** Moderate (2-3 mentions, feature highlighting)
  
  ### BOFU (Bottom of Funnel) - 15% of Content
  **Goal:** Convert decision-stage visitors
  
  **Content Types:**
  - Platform comparisons (Vibe alternatives, MNTN alternatives)
  - Case studies
  - Pricing/budget guides
  - "Getting started" tutorials
  
  **Conversion Goal:** Campaign launch, paid conversion
  
  **Adwave Mention Level:** Strong (3-4 mentions, clear CTAs, feature focus)
  
  ---
  
  ## Competitive Positioning by Content Type
  
  ### vs. Vibe.co
  - **They win:** Platform-specific depth, case study volume
  - **We win:** AI creative content, vertical playbooks, ultra-low-budget content
  - **Strategy:** Don't compete head-to-head on their strengths; own adjacent territories
  
  ### vs. MNTN
  - **They win:** Enterprise case studies, "Performance TV" positioning, production quality
  - **We win:** SMB accessibility, low budget content, AI angle
  - **Strategy:** Target readers MNTN ignores (sub-$5K budgets)
  
  ### vs. TVScientific
  - **They win:** Research/data depth, technical credibility
  - **We win:** Practical how-to, beginner content, vertical specificity
  - **Strategy:** Translate their complexity into accessibility
  
  ### vs. Creatify
  - **They win:** Social ad focus, e-commerce/dropshipping
  - **We win:** TV/CTV expertise, broader SMB focus, TV-specific education
  - **Strategy:** Own CTV education they're not providing
  
  ---
  
  ---
  
  ## ⚠️ Critical: Prose-First Writing
  
- **See: `strategy/prose-first-writing-guide.md` for full guidelines.**
+ **See: the Balanced Prose & Lists section below for full guidelines.**
  
  All content should read like expert advice from a knowledgeable friend, not like a PowerPoint deck or a product spec sheet.
  
  **The rule:** Default to prose. Only use bullet lists when you have 4+ genuinely parallel items that would be awkward as sentences.
  
  **Why this matters:** List-heavy content feels impersonal, encourages skimming without comprehension, and fails to explain the "why" behind recommendations. Prose builds understanding and trust.
  
  **Section mix targets:**
  - Introductions: 100% prose
  - "Why it matters" sections: 90% prose
  - Benefits sections: 80% prose
  - How-to sections: 70% prose (steps OK if sequential)
  - FAQ answers: 90% prose per answer
  - CTA/closing: 100% prose
  
  ---
  
  ## Content Production Process
  
  ### Phase 1: Brief Creation
  1. Identify target keyword and search intent
  2. Review competing content (top 5 SERP results)
  3. Define unique angle/value-add
  4. Create outline with H2 structure
  5. Identify required research/sources
  
  ### Phase 2: Draft Creation
  1. Write to outline (don't deviate significantly)
  2. Follow voice/tone guidelines
- 3. **Write prose-first** (see prose-first-writing-guide.md)
+ 3. **Write prose-first** (see the Balanced Prose & Lists section below)
  4. Include required elements (stats, examples, CTAs)
  5. Target word count for content type
  
  ### Phase 3: Review & Optimization
  1. Voice/tone check
  2. **Prose-first check** (are benefits explained in prose, not just listed?)
  3. SEO checklist completion
  4. Fact verification
  5. Link insertion (internal + external)
  6. Image selection/creation
  
  ### Phase 4: Publication
  1. CMS formatting
  2. Meta data completion
  3. Schema markup
  4. Final preview
  5. Publish and submit to Search Console
  
  ### Phase 5: Monitoring
  1. Track ranking movement (weeks 1-4)
  2. Monitor for indexing issues
  3. Collect performance data
  4. Schedule updates if needed
  
  ---
  
  ## Measurement Framework
  
  ### Leading Indicators (Weekly)
  - Organic traffic to blog
  - New keyword rankings
  - Time on page
  - Pages per session from blog
  
  ### Lagging Indicators (Monthly)
  - Organic traffic growth (%)
  - Keywords in top 10
  - Conversions from blog content
  - Backlinks acquired
  
  ### Content-Level Metrics
  - Individual post traffic
  - Ranking position for target keyword
  - Conversion rate per post
  - Engagement metrics (time on page, scroll depth)
  
  ### Quarterly Review
  - Top performing content (traffic, conversions)
  - Underperforming content (update or redirect)
  - Competitive position changes
  - Strategy adjustments needed
  
+ 
+ ---
+ 
+ > **Merged from `strategy/comparison-post-strategy.md`** during the Library consolidation (2026-07-05). The source document is archived; this is now the canonical home for its content.
+ 
+ # "Best X for Y" Comparison Post Strategy
+ 
+ > **Purpose:** Guide for creating comparison content that captures high-intent, decision-stage searches and positions TV/CTV as a viable option alongside other advertising channels.
+ 
+ ---
+ 
+ ## ⚠️ This Document Supplements Main Guidelines
+ 
+ **This strategy document provides comparison-specific requirements only.** For anything not explicitly covered here, follow the standard guidelines:
+ 
+ | Topic | Refer To |
+ |-------|----------|
+ | Image, voice, SEO, formatting, and quality rules | Guidelines (Library → Guidelines; enforced on every draft) |
+ | Publishing workflow | `strategy/publishing-guide.md` |
+ | Master instructions | `CLAUDE.md` |
+ 
+ **Writing and QC rules are enforced automatically by the workspace Guidelines; you don't need to read them manually.**
+ 
+ ### Quick Reference: Key Inherited Requirements
+ 
+ - **Images:** 4 minimum (1 hero + 3 body), use nano-banana for generation
+ - **Internal links:** 8+ minimum (verify against sitemap first)
+ - **FAQ section:** Required, 3-4 questions with prose answers
+ - **AI scrubbing:** Zero emdashes, zero flagged words
+ - **Slug verification:** Run `npm run check-slug` before creating entry
+ 
+ ---
+ 
+ ## Overview
+ 
+ "Best advertising for [industry]" and "X vs Y advertising" searches represent high-intent, decision-stage queries. Searchers are actively comparing options and ready to act.
+ 
+ **Strategic Purpose:**
+ 
+ These posts serve a specific funnel role: **capture people who don't know TV advertising is an option, then introduce them to Adwave.**
+ 
+ Most Adwave competitors only target people already searching for "CTV advertising" or "streaming TV ads." By ranking for broader "best advertising for X" searches, we reach a much larger audience earlier in their decision process.
+ 
+ **Why This Content Matters:**
+ - Captures MOFU traffic from people actively choosing advertising channels
+ - Positions TV/CTV (via Adwave) as a surprising option they hadn't considered
+ - Builds authority by being comprehensive and fair about all channels
+ - Creates a natural path from education → consideration → Adwave trial
+ - Differentiates Adwave from competitors who only target TV-aware audiences
+ 
+ ---
+ 
+ ## 📊 Competitive Analysis: What Ranks Well
+ 
+ **Based on analysis of top-ranking "best advertising for X" content (7shifts, WordStream, HubSpot, TouchBistro):**
+ 
+ ### What Top-Ranking Content Does
+ 
+ | Element | What They Do | Our Action |
+ |---------|--------------|------------|
+ | **Length** | 4,000-6,000+ words | Target 3,500-4,500 words (increased from 2,000) |
+ | **Structure** | 15-30+ specific tactics, not just channels | Include 3-5 specific tactics per channel |
+ | **Real Examples** | Named brands (McDonald's, Starbucks, Chipotle) | Include 2-3 real brand examples per section |
+ | **Statistics** | Data throughout with sources | 15+ sourced statistics minimum |
+ | **Quick Tips** | Scannable tip boxes in each section | Add "Quick Tip" callout in each channel section |
+ | **Tools/Platforms** | Specific tools named (Mailchimp, Hootsuite) | Name specific platforms readers can use |
+ | **Organization** | By reader need (Free/Paid, Online/Offline) | Organize channels logically by use case |
+ | **Visuals** | Screenshots, embedded social, charts | 6+ images including channel-specific visuals |
+ 
+ ### Content Structure That Ranks
+ 
+ Top content uses this hierarchy:
+ 
+ ```
+ 1. Hook with a relatable problem
+ 2. Quick comparison table (featured snippet target)
+ 3. Channel categories (organized by reader need)
+    └─ Each channel has:
+       ├─ What it is / How it works
+       ├─ Why it works for [industry]
+       ├─ Real example with named brand
+       ├─ 3-5 specific tactics
+       ├─ Quick tip box
+       ├─ Pros and cons
+       ├─ Cost expectations
+       └─ Best for (specific use case)
+ 4. "Which to choose" decision framework
+ 5. FAQ section
+ 6. CTA
+ ```
+ 
+ ### What to Steal
+ 
+ - **7shifts:** Organize by location (On-site, Online, Offline)
+ - **WordStream:** Organize by cost (Free channels, Paid channels)
+ - **HubSpot:** Lead with survey data, include expert quotes
+ - **All:** Heavy use of specific, actionable tactics within each channel
+ 
+ ---
+ 
+ ## Content Categories
+ 
+ ### Category 1: Industry-Specific "Best Advertising" Comparisons
+ 
+ These compare ALL advertising channels for specific industries (not just TV).
+ 
+ **Target Keywords:**
+ - "best advertising for restaurants"
+ - "best advertising for contractors"
+ - "best advertising for dentists"
+ - "best advertising for law firms"
+ 
+ **Content Formula:**
+ 
+ 1. **Structure:**
+    - Overview of advertising needs for the industry
+    - 6-8 advertising channels compared (Google Ads, Meta, TV/CTV, Yelp, Local SEO, Direct Mail, Radio, etc.)
+    - Pros/cons and cost ranges for each
+    - "Best for" recommendations by goal (brand awareness vs leads vs local reach)
+    - TV/CTV positioned as "the channel you didn't know you could afford"
+ 
+ 2. **Comparison Table:** Feature comparison with estimated costs, ROI potential, time to results
+ 
+ 3. **TV/CTV Integration:** Position as "the surprising option" that delivers brand credibility on premium networks starting at $50
+ 
+ ### Category 2: Channel vs Channel Comparisons
+ 
+ These directly compare TV/CTV against other advertising channels.
+ 
+ **Target Keywords:**
+ - "TV vs radio advertising"
+ - "TV vs billboard advertising"
+ - "TV vs direct mail"
+ - "digital vs TV advertising ROI"
+ 
+ **Content Formula:**
+ 
+ 1. **Structure:**
+    - What each channel does best
+    - Head-to-head comparison (reach, targeting, cost, measurement)
+    - Use cases where each wins
+    - How they work together (not just "vs")
+    - Practical budget allocation recommendations
+ 
+ 2. **Honest positioning:** Acknowledge where non-TV channels are better; build credibility through fairness
+ 
+ ### Category 3: Direct Competitor Comparisons (resource_type: Comparisons)
+ 
+ These are head-to-head "Adwave vs [Competitor]" pages targeting searchers evaluating CTV ad platforms. They live at `/compare/[slug]` and appear on the `/compare/` hub page.
+ 
+ **CRITICAL: These pages MUST be published with `resource_type: Comparisons` (not Guides).** This ensures they route to `/compare/[slug]` instead of `/resources/[slug]` and appear on the comparison hub page.
+ 
+ **Target Keywords:**
+ - "adwave vs vibe"
+ - "adwave vs mntn"
+ - "best ctv advertising platform"
+ - "self-serve tv ad platforms"
+ 
+ **Important:** This is the ONLY content type where competitor names are allowed. See the "No banned competitors" guideline (Library → Guidelines) for the full exception policy.
+ 
+ **Content Formula:**
+ 
+ 1. **Structure:**
+    - Quick comparison table (featured snippet target): pricing, minimum spend, creative tools, targeting, channels, self-serve
+    - "Who is [Competitor]?" section (brief, factual overview)
+    - "Who is Adwave?" section (brief, factual overview)
+    - Feature-by-feature breakdown (5-8 comparison dimensions)
+    - Pricing comparison with real numbers
+    - "When to choose [Competitor]" (honest, builds credibility)
+    - "When to choose Adwave" (closes with strengths)
+    - Verdict / bottom line section
+    - FAQ section (4-5 questions)
+ 
+ 2. **Tone:**
+    - Fair and honest, never dismissive or aggressive
+    - Acknowledge where competitors excel (enterprise features, advanced analytics)
+    - Clear about Adwave's SMB advantages ($50 minimum, AI creative, simplicity)
+    - Data-driven with verifiable pricing and feature claims
+    - Position Adwave as the better fit *for small businesses specifically*
+ 
+ 3. **Required Comparison Dimensions:**
+    - Minimum ad spend
+    - Pricing model (CPM, CPC, flat rate)
+    - Creative production (AI vs upload-only vs agency-required)
+    - Targeting capabilities (geo, demo, behavioral)
+    - Channel inventory (how many networks)
+    - Self-serve vs managed service
+    - Reporting and analytics
+    - Time to launch
+ 
+ 4. **Approved Pages (resource_type: Comparisons, route: `/compare/[slug]`):**
+ 
+ | Page | Slug | Author | Calendar Date | Status |
+ |------|------|--------|---------------|--------|
+ | Adwave vs MNTN | `adwave-vs-mntn` | David Martin | Feb 25 | 🔲 Brief |
+ | Adwave vs Vibe.co | `adwave-vs-vibe` | David Martin | Feb 26 | 🔲 Brief |
+ | Adwave vs TVScientific | `adwave-vs-tvscientific` | Chris Selmer | Feb 27 | 🔲 Brief |
+ | Adwave vs Simulmedia | `adwave-vs-simulmedia` | Chris Selmer | Feb 28 | 🔲 Brief |
+ 
+ > **Note:** "Best CTV Advertising Platforms" and "Self-Serve TV Ad Platforms" are published as Guides at `/resources/`. They are broad platform roundups, not head-to-head comparisons, and should remain as Guides.
+ 
+ **Word Count Target: 2,500-3,500 words**
+ 
+ | Section | Word Count |
+ |---------|------------|
+ | Introduction + quick comparison table | 300-400 |
+ | Platform overviews (both) | 400-500 |
+ | Feature-by-feature breakdown | 800-1,000 |
+ | Pricing comparison | 300-400 |
+ | "When to choose each" sections | 400-500 |
+ | Verdict | 200-300 |
+ | FAQ (4-5 questions) | 300-400 |
+ | **Total** | **2,500-3,500** |
+ 
+ ---
+ 
+ ## Writing Guidelines
+ 
+ ### Tone & Approach
+ 
+ - **Be genuinely helpful:** Provide value for readers even if they don't choose TV
+ - **Be honest:** Acknowledge when other channels are better for specific use cases
+ - **Build trust first:** Don't push TV/CTV until you've established credibility
+ - **Use real numbers:** Include actual cost ranges, CPMs, and ROI estimates
+ - **Be specific:** Name real tools, platforms, and brands
+ 
+ ### Required Elements
+ 
+ 1. **Comparison table** (early in article, optimized for featured snippets):
+    - Channel name
+    - Best for (use case)
+    - Typical cost range
+    - Time to results
+    - Targeting precision
+    - Measurement quality
+ 
+ 2. **Channel-by-channel breakdown** (expanded format):
+    Each channel section MUST include:
+    - **How it works** (2-3 sentences)
+    - **Why it works for [industry]** (specific to the vertical)
+    - **Real example** (named brand showing success)
+    - **3-5 specific tactics** (actionable, not generic)
+    - **Quick Tip box** (scannable, practical advice)
+    - **Pros and cons** (honest assessment)
+    - **Cost expectations** (specific ranges with context)
+    - **Best for** (specific use case scenario)
+ 
+ 3. **Organize channels by reader need**, not alphabetically:
+    - **Immediate results:** Google Ads, Yelp, delivery apps
+    - **Long-term building:** SEO, social media, email
+    - **Brand awareness:** TV/CTV, radio, billboards
+    - **Local neighborhood:** Direct mail, community events
+ 
+ 4. **Recommendation matrix** by business goal (visual or table):
+    - Need customers this week → [channels]
+    - Building for the long term → [channels]
+    - New location opening → [channels]
+    - Filling slow nights → [channels]
+    - Competing with chains → [channels]
+ 
+ 5. **Statistics requirements:**
+    - **15+ sourced statistics** throughout
+    - At least one stat per channel section
+    - All stats must have clickable source links
+    - Use recent data (2023-2025 preferred)
+ 
+ 6. **TV/CTV section** (not first—build credibility first):
+    - "The option you might not have considered"
+    - Start from $50 messaging (Adwave)
+    - Premium network credibility angle
+    - AI creative production accessibility
+    - **Real restaurant TV ad example if available**
+ 
+ 7. **Adwave CTA section** (end of article):
+    - Clear call-to-action to try Adwave
+    - Link to relevant industry page or pricing
+    - Reinforce low barrier to entry ($50 minimum)
+ 
+ ### Word Count Target
+ 
+ **Target: 3,500-4,500 words** (increased based on competitive analysis)
+ 
+ | Section | Word Count |
+ |---------|------------|
+ | Introduction | 200-300 |
+ | Quick comparison table + intro | 150-200 |
+ | Channel sections (8 channels × 350-400 each) | 2,800-3,200 |
+ | Recommendation matrix | 300-400 |
+ | FAQ (4-5 questions) | 300-400 |
+ | CTA section | 150-200 |
+ | **Total** | **3,500-4,500** |
+ 
+ ---
+ 
+ ## 🎯 Adwave Positioning (Required)
+ 
+ **Every comparison post must position Adwave as the recommended solution for CTV/streaming TV advertising.** This is why we're creating this content.
+ 
+ ### The Strategic Goal
+ 
+ These posts capture people searching for advertising options who have **never considered TV**. Our job is to:
+ 1. Earn credibility by being comprehensive and fair about all channels
+ 2. Introduce CTV/streaming TV as an accessible option they didn't know existed
+ 3. Position Adwave as the easiest way to get started with TV advertising
+ 
+ ### Required Adwave Mentions
+ 
+ | Location | What to Include |
+ |----------|-----------------|
+ | **TV/CTV channel section** | Mention Adwave by name as the platform that makes TV accessible starting at $50 |
+ | **Pros list for TV/CTV** | Include "No minimum spend with self-serve platforms like Adwave" |
+ | **Recommendation matrix** | Include TV/Adwave in brand awareness and local reach recommendations |
+ | **Pro tip/callout box** | Add a tip about combining CTV with other channels, mentioning Adwave |
+ | **Final CTA section** | Dedicated "Ready to Try TV Advertising?" section with Adwave links |
+ 
+ ### Adwave Messaging Points to Include
+ 
+ Use these naturally throughout the TV/CTV section:
+ 
+ - **Low barrier:** "Platforms like Adwave let you start with as little as $50"
+ - **Accessibility:** "You don't need a six-figure budget or production crew"
+ - **Premium placement:** "Your ad runs on the same networks as national brands"
+ - **Local targeting:** "Reach only viewers in your specific area, down to zip codes"
+ - **AI creative:** "AI tools can generate professional commercials in minutes"
+ - **Self-serve:** "Launch campaigns yourself without an agency"
+ 
+ ### Internal Links to Adwave (Required)
+ 
+ Every comparison post must include **at least 3 links to Adwave pages**:
+ 
+ 1. **Industry-specific page** (if it exists): `https://adwave.com/industries/[category]/[subcategory]/tv-advertising-[industry]`
+ 2. **Pricing page**: `https://adwave.com/pricing`
+ 3. **Homepage or How It Works**: `https://adwave.com` or `https://adwave.com/how-it-works`
+ 
+ Always verify these links exist using `firecrawl_map(url: "https://adwave.com")` before including them.
+ 
+ ### CTA Section Template
+ 
+ End every comparison post with a section like this:
+ 
+ ```markdown
+ ## Ready to Try TV Advertising?
+ 
+ If you've never considered streaming TV for your [industry], you might be surprised 
+ how accessible it's become. You don't need a six-figure budget or a production crew. 
+ Platforms like Adwave let you create and launch campaigns starting at $50.
+ 
+ Your ad runs on the same networks as national brands, but only reaches viewers in 
+ your area. It's brand-building that actually fits a [industry] budget.
+ 
+ [See how it works for [industry]](https://adwave.com/industries/...)
+ ```
+ 
+ ### What NOT to Do
+ 
+ - ❌ Don't make the entire article a sales pitch for Adwave
+ - ❌ Don't mention Adwave in the first half of the article (earn credibility first)
+ - ❌ Don't oversell—acknowledge TV isn't best for every goal
+ - ❌ Don't skip the fair comparison of other channels
+ - ❌ Don't use competitor names (see `adwave-competitor-content.mdc`)
+ 
+ ### SEO Requirements
+ 
+ *See `adwave-seo.mdc` (auto-applied) for full SEO rules. Comparison-specific notes:*
+ 
+ - Primary keyword in title (first 60 characters)
+ - Primary keyword in H1 and at least one H2
+ - Comparison table optimized for featured snippets (place early in article)
+ - 8-12 internal links (fetch sitemap first: `firecrawl_map(url: "https://adwave.com")`)
+ - **3,500-4,500 words** (competitive requirement)
+ - Do NOT include a manual table of contents (auto-generated from headings)
+ 
+ ### Image Requirements
+ 
+ *See `adwave-images.mdc` (auto-applied) for full image guidelines. Comparison-specific notes:*
+ 
+ - **Minimum 6 images:** 1 hero + 5 body images (increased based on competitive analysis)
+ - **Hero image:** Show the industry context with multiple advertising channels visualized
+ - **Body images to include:**
+   - Quick comparison chart/infographic (after intro)
+   - Paid vs organic timelines visualization
+   - CTV/TV targeting concept (family watching TV with geographic targeting overlay)
+   - Decision flowchart or recommendation matrix
+   - Channel-specific image (e.g., social media mockup, email example)
+ - **Use nano-banana MCP** for generation with Adwave brand colors (navy #222239, teal #57b4ad, lime #d7df27)
+ 
+ ### Quick Tip Format (Required)
+ 
+ Include a "Quick Tip" callout in each channel section. Format:
+ 
+ ```markdown
+ > **Quick Tip:** [Specific, actionable advice that readers can implement immediately. 
+ > Should be practical and specific to this channel for this industry.]
+ ```
+ 
+ Example:
+ > **Quick Tip:** Update your Google Business Profile photos monthly with seasonal dishes 
+ > or specials. Restaurants with recent photos get 35% more clicks to their website.
+ 
+ ### FAQ Section (Required)
+ 
+ *The "FAQ section required" guideline enforces this.*
+ 
+ - **3-4 questions** relevant to the comparison topic
+ - Questions should address:
+   - Cost-effectiveness question
+   - Budget allocation question
+   - "Which is best for X goal" question
+   - **TV affordability question** (e.g., "Is TV advertising really affordable for [industry]?")—answer should mention Adwave's $50 minimum
+ - **Prose answers only** (2-4 sentences each, no bullet lists)
+ 
+ ---
+ 
+ ## Target Keywords & Volumes
+ 
+ ### Industry-Specific Comparisons
+ 
+ | Keyword | Est. Monthly Volume | Difficulty |
+ |---------|---------------------|------------|
+ | best advertising for restaurants | 3,000+ | Medium |
+ | best advertising for contractors | 2,500+ | Medium |
+ | best advertising for dentists | 2,000+ | Medium |
+ | best advertising for law firms | 1,500+ | Medium |
+ 
+ ### Channel vs Channel Comparisons
+ 
+ | Keyword | Est. Monthly Volume | Difficulty |
+ |---------|---------------------|------------|
+ | digital vs TV advertising ROI | 2,000+ | Medium |
+ | TV vs radio advertising | 1,200+ | Low |
+ | TV vs billboard advertising | 800+ | Low |
+ | TV vs direct mail | 600+ | Low |
+ 
+ ---
+ 
+ ## Existing "Best X for Y" Content
+ 
+ | Title | Status | Entry ID |
+ |-------|--------|----------|
+ | Best Local Advertising Channels for Small Business in 2026 | ✅ Published | — |
+ | Best Self-Serve CTV Advertising Platforms for Small Business (2025) | ✅ Published | — |
+ | Best CTV Advertising Platform for Small Business (2025) | ✅ Published | — |
+ | Best Streaming TV Advertising Platforms in 2025 | ✅ Published | — |
+ | Best Marketing Tools for Real Estate Agents in 2025 | ✅ Published | — |
+ 
+ ---
+ 
+ ## Related Documents
+ 
+ ### Primary References (Inherit From)
+ - **`CLAUDE.md` (workspace instructions)** — Main entry point, workflows, and quick reference
+ - **`strategy/publishing-guide.md`** — Complete publishing workflow
+ - **Guidelines (Library → Guidelines)** — Image, SEO, voice, and quality rules, enforced on every draft
+ 
+ ### This Content Type
+ - **`calendar/editorial-calendar.md`** — Publishing schedule (search for "Best..." or "vs" titles)
+ - **`briefs/2025-10-08-best-advertising-for-restaurants.md`** — Example brief (first completed post)
+ 
+ 
+ ---
+ 
+ > **Merged from `strategy/prose-first-writing-guide.md`** during the Library consolidation (2026-07-05). The source document is archived; this is now the canonical home for its content.
+ 
+ # Balanced Prose & Lists Writing Guide
+ 
+ > **Note:** This guide is referenced by `CLAUDE.md` (workspace instructions). All Adwave content should follow these balanced formatting principles.
+ 
+ ---
+ 
+ ## The Core Principle
+ 
+ **Use the format that best serves the reader for each piece of information.**
+ 
+ Our content should read like something a knowledgeable expert wrote, using prose to explain and connect ideas, and lists to make scannable information accessible. Neither format is inherently better. The goal is reader comprehension and engagement, not adherence to a single style.
+ 
+ ---
+ 
+ ## The Problem We're Solving
+ 
+ ### Two Extremes to Avoid
+ 
+ **Too List-Heavy (Bad):**
+ - Content reads like a PowerPoint deck or database dump
+ - No explanation of *why* things matter
+ - Readers skim without understanding
+ - Everything looks equally important
+ 
+ **Too Prose-Heavy (Also Bad):**
+ - Important information buried in paragraphs
+ - Readers can't quickly scan for key points
+ - Data comparisons become confusing
+ - Actionable steps get lost in narrative
+ 
+ ### The Goal: Strategic Balance
+ 
+ Good content uses **prose to explain and connect**, and **lists to organize and highlight**. A section might open with prose context, use a list for parallel items, then close with prose analysis. The formats work together.
+ 
+ ---
+ 
+ ## When to Use Each Format
+ 
+ ### Use Prose For...
+ 
+ | Content Type | Why Prose Works |
+ |--------------|-----------------|
+ | Explaining *why* something matters | Reasoning requires flow and connection |
+ | Opening/introducing a topic | Sets context before details |
+ | Analysis and interpretation | Requires building an argument |
+ | Recommendations with reasoning | Advice needs explanation |
+ | Transitions between ideas | Connects sections smoothly |
+ | Conclusions and takeaways | Brings ideas together |
+ 
+ ### Use Lists For...
+ 
+ | Content Type | Why Lists Work |
+ |--------------|----------------|
+ | 3+ parallel items (platforms, steps, features) | Easier to scan than run-on sentences |
+ | Data points and statistics | Numbers are clearer separated |
+ | Quick-reference information | Readers may return to check |
+ | Sequential steps or processes | Order is visually clear |
+ | Comparisons between options | Side-by-side is easier to process |
+ | Key takeaways readers should remember | Stands out from surrounding prose |
+ 
+ ### The New Rule: 3+ Parallel Items
+ 
+ **Use lists when you have 3 or more parallel items**, especially if they include data, steps, or specific details. The old "4+ items" rule was too restrictive.
+ 
+ **✅ Good use of list (3 items with data):**
+ ```markdown
+ The viewing time breaks down by generation:
+ 
+ - **Adults 65+:** 6.5 hours daily (highest)
+ - **Adults 50-64:** 5.4 hours daily
+ - **Adults 35-49:** 4.0 hours daily
+ - **Adults 18-34:** 3.5 hours daily
+ - **Teens 12-17:** 2.5 hours daily
+ 
+ The pattern is clear: older Americans watch significantly more television...
+ ```
+ 
+ **❌ Bad (data buried in prose):**
+ ```markdown
+ Adults 65 and older watch 6.5 hours daily, while adults 50-64 watch 5.4 hours, adults 35-49 watch about 4 hours, adults 18-34 watch 3.5 hours, and teens 12-17 watch 2.5 hours daily.
+ ```
+ 
+ The list version is scannable and the data is easy to compare. The prose version is a wall of numbers.
+ 
+ ---
+ 
+ ## Section-by-Section Guidelines
+ 
+ Different sections benefit from different prose/list balances:
+ 
+ | Section Type | Recommended Approach | Notes |
+ |--------------|---------------------|-------|
+ | Introductions | Prose | Set context, no lists needed |
+ | Data/statistics sections | **Prose + Lists** | Explain with prose, present data in lists |
+ | Demographic breakdowns | **Lists or Tables** | Numbers are scannable in list form |
+ | "How to" / Strategy | **Prose + Lists** | Explain approach, list specific steps or options |
+ | Platform/channel lists | **Lists** | 3+ platforms should be listed |
+ | Benefits sections | Prose + occasional list | Explain *why*, can list *what* |
+ | FAQ answers | Mostly prose | But can list if answer has 3+ parts |
+ | Time-based breakdowns | **Lists or Tables** | Time periods with percentages work as lists |
+ | CTA/closing | Prose | Personal, encouraging |
+ | Supporting data | **Lists required** | Quick reference by nature |
+ 
+ ### Key Change: Data Belongs in Lists
+ 
+ Whenever you have **multiple data points** (percentages, hours, dollar amounts, etc.), consider using a list or table. Data buried in prose is hard to scan and compare.
+ 
+ ---
+ 
+ ## Examples: When to Use Which Format
+ 
+ ### Example 1: Data Breakdown (Lists Are Better)
+ 
+ **❌ Bad (data buried in prose):**
+ ```markdown
+ ## TV viewing by time of day
+ 
+ Morning viewing peaks between 7-9 AM and captures about 8% of daily viewing. Daytime viewing from 9 AM to 4 PM accounts for roughly 25% of total daily television time. Prime time from 7-10 PM captures approximately 35% of all daily viewing. Late night viewing from 10 PM to midnight captures another 15% of daily viewing.
+ ```
+ 
+ This is hard to scan. The reader can't quickly compare time periods.
+ 
+ **✅ Good (prose + list):**
+ ```markdown
+ ## TV viewing by time of day
+ 
+ Television viewing follows predictable daily rhythms that advertisers can exploit:
+ 
+ - **Morning (7-9 AM):** 8% of daily viewing, mostly news and background content
+ - **Daytime (9 AM-4 PM):** 25% of daily viewing, traditionally stay-at-home audiences plus remote workers
+ - **Prime time (7-10 PM):** 35% of daily viewing, highest-quality attention when households gather
+ - **Late night (10 PM-midnight):** 15% of daily viewing, younger skewing audiences
+ 
+ Prime time commands the most attention and the highest ad prices for good reason: this is when families are together and engagement peaks.
+ ```
+ 
+ The list makes time periods scannable, while prose provides context before and analysis after.
+ 
+ ---
+ 
+ ### Example 2: How-To Section (Balance Both)
+ 
+ **❌ Bad (checklist only):**
+ ```markdown
+ ## How to take advantage
+ 
+ 1. Set geographic targeting
+ 2. Choose evening hours
+ 3. Budget $200-500
+ 4. Use AI-generated creative
+ 5. Measure brand metrics
+ ```
+ 
+ No explanation of why these choices matter.
+ 
+ **❌ Also Bad (pure prose, no structure):**
+ ```markdown
+ ## How to take advantage
+ 
+ Start with geographic targeting that matches your actual customer base. For most local businesses, a 15-25 mile radius captures the majority of potential customers. Time your campaigns around evening hours from 6-10 PM when households are together. Budget strategically with $200-$500 for two weeks to achieve real frequency. Creative matters, so use AI-powered platforms to generate broadcast-quality ads. Measure brand search volume and website traffic rather than expecting immediate clicks.
+ ```
+ 
+ Important action items get lost in the paragraph.
+ 
+ **✅ Good (prose + structured list):**
+ ```markdown
+ ## How to take advantage
+ 
+ Understanding TV viewing patterns is useful. Knowing how to act on that information is what actually grows your business.
+ 
+ **Key strategic moves:**
+ 
+ - **Geographic targeting:** Set a 15-25 mile radius around your location so every impression reaches potential customers
+ - **Prime time focus:** Evening hours (6-10 PM) capture the highest-quality viewing when households are together
+ - **Frequency over reach:** Budget $200-500 for two weeks to reach your audience multiple times, not once
+ - **AI creative:** Use platforms that generate broadcast-quality ads from your website in minutes
+ - **Brand metrics:** Track search volume and website traffic, not just immediate conversions
+ 
+ Start with enough budget to achieve real frequency in your target area. Better to reach 5,000 households four times each than 20,000 households once.
+ ```
+ 
+ This version explains the strategic approach, lists the key actions for scannability, and adds context.
+ 
+ ---
+ 
+ ### Example 3: Platform Comparisons (Lists Essential)
+ 
+ **❌ Bad (run-on sentence):**
+ ```markdown
+ The platforms capturing streaming time include YouTube at 10.6% of total viewing, followed by Netflix at 7.9%, then Amazon Prime Video at 3.1%, Hulu at 2.6%, Disney+ at 1.9%, and Peacock at 1.1%.
+ ```
+ 
+ **✅ Good (list with context):**
+ ```markdown
+ Streaming viewership is distributed across major platforms:
+ 
+ - **YouTube:** 10.6% of total TV viewing (largest streaming platform)
+ - **Netflix:** 7.9%
+ - **Amazon Prime Video:** 3.1%
+ - **Hulu:** 2.6%
+ - **Disney+:** 1.9%
+ - **Peacock:** 1.1%
+ 
+ YouTube's dominance is particularly notable for advertisers since it's fully ad-supported, unlike subscription-heavy competitors.
+ ```
+ 
+ ---
+ 
+ ### Example 4: FAQ Answer (Depends on Content)
+ 
+ **When prose works better:**
+ ```markdown
+ ### How has daily TV viewing changed over the past decade?
+ 
+ Daily viewing has remained remarkably stable at 3.5-4 hours despite smartphone adoption. The real story isn't declining consumption but *migrating* consumption, as viewers shift from cable and broadcast to streaming while maintaining similar total viewing time.
+ ```
+ 
+ **When a list works better:**
+ ```markdown
+ ### What platforms count as "streaming" in these stats?
+ 
+ Nielsen's streaming category includes:
+ 
+ - YouTube (main platform, not YouTube TV)
+ - Netflix
+ - Amazon Prime Video, Hulu, Disney+, Peacock
+ - FAST services (Tubi, Pluto TV, Roku Channel)
+ - Other streaming apps on connected TVs
+ 
+ It does not include virtual MVPDs like YouTube TV or Hulu Live, which are tracked separately.
+ ```
+ 
+ Use lists in FAQ answers when the question asks "what includes" or "what are the types of" something.
+ 
+ ---
+ 
+ ## The Balanced Approach Pattern
+ 
+ The best content uses both formats strategically. Here's the pattern:
+ 
+ ```markdown
+ ## [Section heading]
+ 
+ [1-2 sentences of prose introduction/context]
+ 
+ [List or table of parallel items, data points, or steps]
+ 
+ [1-2 sentences of prose analysis, recommendation, or transition]
+ ```
+ 
+ This pattern:
+ - Opens with context so the list has meaning
+ - Uses the list for scannable, parallel information
+ - Closes with analysis or next steps
+ 
+ ---
+ 
+ ## Red Flags: Too Far in Either Direction
+ 
+ ### Your Content Might Be Too List-Heavy If...
+ 
+ - Benefits are listed without explanation of *why* they matter
+ - Lists have no prose context before or after
+ - Each list item is a complete paragraph (should be prose)
+ - The content would work as a PowerPoint slide
+ 
+ ### Your Content Might Be Too Prose-Heavy If...
+ 
+ - Data points (percentages, hours, dollars) are buried in long paragraphs
+ - Readers can't quickly scan for key numbers or steps
+ - You have 4+ parallel items crammed into one sentence
+ - Time-based or demographic breakdowns are hard to compare
+ - The "how to" section has no visible structure
+ 
+ ### The Read-Aloud Test
+ 
+ Read your content aloud. It should:
+ - Flow naturally (not sound like a grocery list)
+ - Have clear structure (not be an undifferentiated wall of text)
+ - Make data easy to find (not bury numbers in prose)
+ 
+ ---
+ 
+ ## Quick Reference
+ 
+ **Use PROSE for:**
+ - Introductions and context-setting
+ - Explaining *why* something matters
+ - Analysis and interpretation
+ - Transitions and conclusions
+ - Recommendations with reasoning
+ 
+ **Use LISTS for:**
+ - 3+ parallel items (platforms, features, steps)
+ - Data breakdowns (by age, time, platform)
+ - Percentages and statistics that should be comparable
+ - Quick-reference information readers will scan
+ - Action items in how-to sections
+ 
+ **Every list needs:**
+ - Prose context before it (what are we listing and why?)
+ - Parallel structure (items are the same type)
+ - Prose follow-up when appropriate (analysis, recommendation)
+ 
+ **Every prose section with data needs:**
+ - Consider: would a list make this scannable?
+ - Multiple percentages or numbers → probably use a list
+ - Demographic or time-based breakdown → definitely use a list
+

Version history

v2 · 7/5/2026, 6:30:28 PM · Library consolidation: merged comparison-post-strategy.md and prose-first-writing-guide.md into this document; repointed stale references
v1 · 6/20/2026, 3:11:54 AM · migration import