Content Types - Content Blueprint

For anyone working with content, the types of content produced are just as important as the content itself. They determine how information is presented, consumed, and engaged with across different platforms. Each content type serves a unique purpose—reaching different audiences, driving engagement, and supporting key marketing and product goals.

The Importance of Content Types

Shaping User Experience – The right content type ensures clarity, accessibility, and usability across platforms.
Targeting Different Audiences – Different formats resonate with different users, from technical professionals to casual readers.
Driving Conversions & Engagement – Tailoring content types to user intent boosts performance and action-taking.
Enhancing SEO & Discoverability – Certain formats (long-form content, videos, structured data) improve search ranking.
Enabling Cross-Channel Marketing & Repurposing – Content can be adapted across platforms to maximize reach and efficiency.

During my time at Ubisoft, I proposed the creation of an internal blog to centralize and share knowledge content. As part of the Knowledge Management team, my role involved conducting in-depth research on key trends in the video game industry. These reports helped Ubisoft teams identify weaknesses, track progress on specific technologies, and benchmark against competitors. To formalize this effort, I created publishing guidelines that standardized content production across teams.

Beyond internal knowledge sharing, content types vary significantly depending on platform and purpose. For example, a post on LinkedIn and one on X (formerly Twitter) might convey the same core message, but their structure and presentation need to be adapted for each platform’s audience and format.

Here are some of the content types I used at Ubisoft and Cometh, along with a breakdown of their purpose and structure:

Blog/Website

Research:

What it is:

A research content type aims to provide an in-depth analysis, evaluation, or interpretation of a single topic, based on. While it can provide an argument, it it not based on personal opinions but on evidence. It presents the history, the different aspects and a new perspective on the topic while synthesizing the current knowledge on it.

Structure:

Describe the topic in which you have conducted research.
Discuss the history of the topic, as well as current existing knowledge on it.
Present your argument or new perspective on it.
Provide a recap of what was presented, your key arguments and end with a closing statement.

Post-Mortems:

What it is:

A post-mortem is conducted at the end of project to review the work done and collect different learnings and documentation. It reviews both positive and negative experiences of a completed project and identify some of the key learnings to share with other productions. It can analyze any aspect of a production.

Structure:

Introduce the production and give it context to what is being analyzed in the post-mortem.
Share the outline of the post-mortem and the areas and topics to be covered.
For every section, provide links to documentation that support it.
Provide key points from the post-mortem.
Highlight the main learnings
Direct readers to additional resources, websites or anything relevant to the post-mortem.

Lessons Learned:

What it is:

A Lessons Learned content type is the learning gained throughout the process of a project, initiative, campaign, tech or tool. It aims to distill these lessons to share them for others to consider, reuse or be aware of them during their own work and avoid repeat mistakes.

Structure:

Introduce the object of the Lessons Learned.
Specify what was done initially and expected results.
Discuss actual results of the experience
Clarify why you ended up with the results you did
Discuss how they we overcome or what could have been done for more positive outcomes.
Introduce the next action steps

Explainer:

What it is:

An explainer is a high-level content type that looks to inform its readers on the what, why and how of a topic. It aims to explain and give awareness, without going to in-depth or technical on the subject matter.

Structure:

Introduce topic.
Discuss topic through context and its history.
Present alternatives and opinions to the topic.
Provide further material to consume for interested readers.

Events

What it is:

An events content type is typically a recap of the event, what was presented, including highlights and key learnings. A curated selection of certain talks should also be included if applicable.

Structure:

An introduction to the event including the subject matter, date and location and team organizing it.
An explanation of the goal of the event.
Overview of the different topics and angles covered.
Key learnings from the event.
A selection of videos (if applicable).
A call-to-action to view events page, the schedule of future related events and a method to contact organizers or its community of practice.

Demo

What it is:

A demo is a presentation of a tech, tool, website or service in which you explain it, discuss the needs that led to its creation, the benefits of using it and a visual how-to use it.

Structure:

Introduction of the team and the tech/tool/website/service
Information about the roles of each person in the demo
Description of it and what it does
Reason it was created and the problematic it answered
Solutions, not features: what are the benefits of using it
Visibility and call-to-action: who can access it & how? Who is the person to contact ?

Case Studies

What it is:

A case study is a methodology used analyze or study of a problem, event, situation, initiative, activity, or production. It can help illuminate key themes and problematics about what is being analyzed that then can be reused for the benefit of others.

Structure:

Introduce the topic and present the context (who, what, when, where and why)
Mention the importance of the topic
Introduce the problematic Present the different solutions/methodologies and why they failed (trials and errors)
Describe what was successful and why
Conclude with an overview of the topic, the challenges and solutions.
Clear call-to-action – (something you would like those who read to walk away with)

Thought leadership:
What it is:

Thought leadership content establishes an individual or brand as an expert in a specific industry, topic, or field. It provides insights, unique perspectives, and forward-thinking ideas that challenge conventional wisdom, spark discussions, and offer valuable takeaways for the audience. The goal is to educate, inspire, and shape industry conversations while demonstrating deep expertise.

Structure:

Introduce the topic and its relevance in the current industry landscape.
Highlight key challenges, trends, or shifts that professionals should be aware of.
Present expert insights, data, or real-world examples to support your perspective.
Offer strategic recommendations or best practices based on your expertise.
Encourage discussion and engagement by asking thought-provoking questions.
Conclude with a strong call-to-action, such as sharing insights, adopting a new mindset, or considering future implications.

Social Media

1. Company Milestone Announcement

What it is

A company milestone announcement highlights a significant achievement, such as a funding round, a product launch, a key hire, or an industry recognition. These posts build credibility, reinforce brand authority, and engage the audience by keeping them informed about the company’s progress.

Structure:

Introduce the milestone and its significance – Clearly state what was achieved and why it matters.
Provide context – Explain the effort behind the milestone, key contributors, and how it aligns with the company’s goals.
Highlight impact – Share what this milestone means for users, partners, or the industry at large.
Engage the audience – Encourage reactions, shares, or discussions about the achievement.
Conclude with a CTA – Direct followers to learn more, explore related updates, or engage with the brand in a meaningful way.

2. Event Recap

What it is

Event recap content provides a summary of a recent conference, panel, or industry gathering. It helps keep the audience informed about key takeaways, insights, and the company’s participation, reinforcing thought leadership and industry engagement.

Structure:

Set the scene – Mention the event name, date, and why it was important for the company or industry.
Highlight key takeaways – Share major insights, trends, or discussions from the event.
Showcase company involvement – Describe how the company contributed (speaking engagement, booth, networking, etc.).
Engage the audience – Ask followers for their thoughts on the event or if they attended.
Conclude with next steps – Share links to deeper insights, upcoming events, or ways to stay connected.

3. Product Milestone Update

What it is

Product milestone updates communicate the progress of a product, such as new features, integrations, or adoption metrics. These posts keep users engaged, showcase innovation, and reinforce brand reliability.

Structure:

Announce the milestone – Clearly state the update or achievement (e.g., number of users, product feature launch).
Explain the benefit – Highlight how this milestone improves user experience or solves a problem.
Share details or insights – Provide background on development, user feedback, or adoption trends.
Include visuals – Use screenshots, videos, or infographics to enhance engagement.
End with a CTA – Encourage users to try the new feature, share feedback, or stay tuned for more updates.

4. Partnership Announcement

What it is

A partnership announcement showcases collaborations with other companies, organizations, or influencers. These posts build credibility, expand audience reach, and demonstrate the company’s role in the broader industry ecosystem.

Structure:

Introduce the partnership – State who the partnership is with and why it matters.
Highlight mutual goals – Explain what both parties bring to the table and how users will benefit.
Showcase impact – Mention how this partnership enhances innovation, reach, or service offerings.
Engage the community – Encourage interaction by inviting followers to learn more or share their thoughts.
Conclude with next steps – Provide links to additional details or future updates on the collaboration.

5. Giveaway Promotion

What it is

A giveaway promotion engages the audience by offering a prize in exchange for participation. These posts increase visibility, encourage social sharing, and create excitement around the brand.

Structure:

Announce the giveaway – Clearly state what is being given away and why.
Provide participation details – List how users can enter (e.g., follow, like, retweet, comment).
Highlight urgency – Mention deadlines and any limited availability.
Encourage engagement – Use a fun or interactive approach to boost participation.
Conclude with winner announcement details – Let followers know when and how winners will be revealed.

6. Team Appreciation and Community Engagement

What it is

Team appreciation and community engagement posts celebrate the people behind the brand and acknowledge community support. These posts foster goodwill, strengthen internal culture, and build brand loyalty.

Structure:

Start with a thank you or recognition – Express genuine appreciation for the team, partners, or community.
Share the achievement or contribution – Explain why this appreciation is significant.
Showcase personal or team stories – Humanize the company by highlighting the people behind the brand.
Encourage engagement – Invite the audience to join in the appreciation or share their experiences.

Product Announcement

What it is

A product announcement on X (formerly Twitter) introduces a new product, feature, or update in a concise and engaging way. These posts aim to generate buzz, encourage social sharing, and drive immediate action. By leveraging visuals, clear messaging, and interactive elements, product announcements maximize visibility and user adoption.

Structure:

Announce the product – Clearly state what is being launched and why it matters.
Highlight key benefits – Show how this feature/product improves the user experience.
Create urgency – Emphasize exclusivity, early access, or why users should try it now.
Encourage engagement – Use a question, poll, or challenge to spark conversation.
Conclude with a CTA – Provide a direct link or next steps for users to explore the product.

Linkedin:

. Company Updates

What it is

Company updates inform the audience about significant developments within the organization, such as new projects, expansions, or internal milestones. These posts keep stakeholders informed and demonstrate the company’s growth and dynamism.

Structure:

Headline the Update: Clearly state the nature of the update (e.g., “Cometh Studio Launches New Blockchain Game”).
Provide Context: Explain the background and significance of the development.
Highlight Implications: Discuss how this update benefits clients, partners, or the industry.
Visual Support: Include images or videos to illustrate the update.
Call to Action (CTA): Encourage readers to learn more, visit the website, or engage with the post.

2. Industry Insights

What it is

Industry insights offer analysis or commentary on trends, challenges, or innovations within the blockchain and gaming sectors. These posts position Cometh Studio as a thought leader and resource for industry knowledge.

Structure:

Introduce the Topic: Present the industry trend or issue being addressed.
Share Analysis: Provide Cometh Studio’s perspective, backed by data or experience.
Implications: Discuss the potential impact on the industry and stakeholders.
Engage the Audience: Pose questions or invite comments to foster discussion.
CTA: Direct readers to a detailed article, report, or upcoming webinar for more information.

3. Employee Spotlights

What it is

Employee spotlights highlight team members, showcasing their roles, achievements, and personal stories. These posts humanize the brand and build a connection with the audience.

Structure:

Introduce the Employee: Share the employee’s name, position, and a brief background.
Highlight Contributions: Discuss specific projects or successes they’ve been involved in.
Personal Insights: Include quotes or anecdotes that reveal their personality or work philosophy.
Visuals: Add a professional photo or a short video interview.
CTA: Encourage readers to congratulate the employee or learn more about career opportunities at Cometh Studio.

4. Educational Content

What it is

Educational content provides valuable information on topics related to blockchain technology, game development, or other areas of Cometh Studio’s expertise. These posts aim to inform and educate the audience, enhancing their understanding and engagement.

Structure:

Topic Introduction: Present the subject matter clearly and concisely.
Detailed Explanation: Break down complex concepts into understandable segments.
Use Cases: Provide examples or scenarios where the information applies.
Visual Aids: Incorporate infographics, diagrams, or tutorial videos.
CTA: Invite readers to read a full article, download a whitepaper, or attend a workshop/webinar.

5. Community Engagement

What it is

Community engagement posts highlight interactions with the broader community, including participation in events, collaborations, or user-generated content. These posts demonstrate Cometh Studio’s active involvement and commitment to its community.

Structure:

Describe the Engagement: Detail the event, collaboration, or community initiative.
Share Experiences: Include reflections, outcomes, or testimonials.
Visual Content: Post photos or videos capturing the engagement.
Acknowledge Participants: Thank partners, attendees, or contributors.
CTA: Encourage the audience to join future events, provide feedback, or engage with the community.