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At a glance
What it is
Plan a long-form blog that builds an audience you own. Pick what the blog is for, set a publishing rhythm you can keep and plan how each post gets read.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
94 lines · 827 words
As of: 2026-10-02
Plan and run a blog that earns attention and turns readers into subscribers and customers.
Use when a business wants a blog, has one that no longer gets read, or asks how often to publish and what to write about.
Trigger phrases:
"Should I start a blog?"
"What should I write about?"
Plan a long-form blog that builds an audience you own. Pick what the blog is for, set a publishing rhythm you can keep and plan how each post gets read.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Blog Content skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
The principle
Plan and run a blog that earns attention and turns readers into subscribers and customers.
What it covers
When to use
Inputs to ask for
Procedure
Checklist before publishing
Metrics and what good looks like
Failure modes
Hand-offs
"How often should I post?"
"My blog gets no traffic."
Do not use to plan keyword research and page briefs in depth (beacon-seo-organic), to run a recurring email (beacon-newsletter) or to plan social posts (beacon-channel-strategy). A blog is slow. If the business needs sales this month, start with beacon-paid-acquisition or beacon-email-sequences.
The buyer: who reads, what they are trying to do, what they search or ask.
What the business knows that others do not: customer data, case work, process, opinion.
Hours per week available and who writes.
Where readers will come from: search, email list, social, partners.
The action a reader should take after reading: subscribe, book a call, try the product.
1. Give the blog one job. Pick one: win search traffic, support the sales process, build authority, or hold a community. A blog with several jobs usually does none. Write the job in one sentence.
2. Choose three to five themes. Each theme is a problem your buyer has where you have first-hand experience. Drop themes where you can only restate what is already online.
3. Prefer fewer, deeper posts. Since AI summaries now answer simple questions on the results page, a short explainer rarely earns a click. Posts that earn clicks and citations carry something a summary cannot: original data, a real example, a tested process, a named expert opinion. Google's own guidance asks whether a page offers original information or analysis, and whether a reader can see who wrote it and why.
4. Set a cadence you can keep for a year. Common range: one strong post every one to two weeks. Two thorough posts a month beat eight thin ones. Put dates in a calendar and plan eight posts ahead.
5. Build each post to a standard.
Working headline that names the reader and the outcome.
First 100 words state the answer or promise.
Author name, role and a line on why they know this.
One original element: data, screenshot, quote from a customer, a worked example.
Clear subheads so a skimmer gets the point.
One call to action that matches the reader's stage, often an email signup.
Internal links to two related posts.
6. Plan distribution before writing. For every post, list where it goes on day one: the email list, one social channel, partners who might share it. Repurpose into a short video, a LinkedIn post or a newsletter section (see beacon-short-form-video, beacon-linkedin, beacon-newsletter).
7. Refresh, do not just add. Every quarter, find posts that slipped in traffic. Update with new facts and a real revision note. Changing only the date to look fresh is against Google's guidance.
Does it offer something a summary cannot?
Is the author visible and real? Is any AI help disclosed where it matters?
Are all claims and numbers sourced or first-hand?
Does it have one next step?
Is it mobile readable, with fast load and compressed images?
Email signups per 1,000 visits: 5 to 20 is a reasonable range for posts with a strong offer.
Engaged time and scroll depth: look at the trend per post rather than a universal target.
Share of traffic from search, email and direct: a blog that depends on one source is fragile.
Impressions and clicks in search reports, and whether the brand shows up in AI answers for your main questions.
Posts that lead to a sale or call within 30 days, by first or assisted touch.
Expect three to six months before search traffic compounds. Judge early weeks by email signups and reader replies.
Publishing on a schedule with nothing to say.
Writing only what search tools suggest, with no point of view.
Long posts with no call to action.
Mass AI drafts with no human edit, no author and no first-hand detail.
Ignoring old posts that could be refreshed.
Treating pageviews as the goal rather than subscribers.
Topic and query plan: beacon-seo-organic.
Email follow-up for new subscribers: beacon-email-sequences.
Machine-readable pages and AI mentions: vault-agentic-geo.
Draft review: verdict-flag-and-fix.
Measurement set-up: lens-marketing-attribution.
SKILL.md
94 lines · 827 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
Your new bot
Blog Content bot
Waiting in your sidebar once you say go.
No account needed · Runs on the AI plan you already pay for