Christopher Booker once argued in The Seven Basic Plots that every story ever told follows one of seven foundational themes. Whether it’s Overcoming the Monster or Rags to Riches, these structures are the vessels humans have always used to carry meaning.
In the world of content, we have something similar. I call them Content Containers.
Think of your expertise as liquid. It has value, but it has no shape of its own. To give it to a reader, you have to pour it into a vessel. Choose a vessel that's too small, and your message spills everywhere. Choose one that is too ornate when the reader is thirsty, and they’ll never get a sip.
The Art of the Match
Great content happens when there is a clear match between the information and the container.
When we write, we often choose a format based on our own inspiration. We might feel like writing an epic, reflective Essay, but the reader is looking for a clear, immediate result. This isn’t about fixing a mistake; it’s about the empathy required to ensure your message arrives in a form the reader is actually prepared to open.
The 9 Essential Containers
We can group these vessels into three categories based on the service they provide: Logistics, Expertise, and Thought Leadership.
Group A: Logistics
These containers are designed to convey information smoothly and helpfully. They are high-utility, low-friction vessels where the goal is clarity.
The Glossary: A translation of jargon. You provide the literacy required to enter the conversation.
The Q&A: A direct response to a single point of friction. You help the reader find exactly what they need and move on.
The How-To: A linear, step-by-step recipe. This is a pure transfer of competence.
The Comparison: A clear look at a fork in the road. You act as the honest broker helping them resolve analysis paralysis.
Group B: Expertise
These containers provide deeper thinking. They naturally build trust by demonstrating the authority of your perspective and the weight of your experience.
The Teardown: A deconstruction of a real-world example. You show the “how” and the “why” in action.
The Curation: A filtered, annotated list of resources. You prove your value by acting as a generous filter in a noisy world.
The News/Analysis: Making sense of a recent change. You move the reader from “what happened” to “what it means.”
Group C: Thought Leadership
These are deep-dive containers intended to spur thinking and shift a perspective.
The Essay: An exploration of a mental model. You use your unique perspective to invite the reader to see the world differently.
The Manifesto: A declaration of values. You aren’t just sharing an idea; you are rallying a community around a shared “why.”
The Clarity of the Container
Choosing the right vessel isn’t just an act of empathy for the reader; it’s a gift to your future self.
One of the biggest hurdles in content creation is blank-page paralysis — that feeling that you have to invent the universe before you can write the first sentence. But once you commit to a container, the work becomes tactical.
If you know you’re writing a Comparison, you know exactly what you need: two options and a set of criteria. If you’re writing a How-To, you need a starting point, a series of steps, and a clear result. The container tells you what to include and what to leave out. It turns a vague creative struggle into something you can actually execute.
The Unspoken Contract
Every time you choose a container, you set an expectation. Readers recognize these shapes instinctively; they reach for the ones they know will help them get where they’re going.
When you deliver a different experience than the one the container promised, it creates a jarring disconnect. It interrupts the conversation you’re trying to build.
When you match the vessel to the need, you’re showing that you understand where the reader is. And that’s what makes the work land.
