# What to Know Next

Platform: All platforms | Type: Forward-Looking Explainer


> **Where this format overrides General Guidelines:** The headline formula is locked to `[Subject]: What's Happening, Why, and What Could Be Next` (or the trigger-event variant) with a forward-looking signal required—rather than the open principles in §1.2. The focus keyphrase structure favors `why` and `what next` query variants over a generic primary phrase. This format also introduces requirements with no brand-level equivalent: a word count range of 700–1,000 words with inverted proportionality (≈25% / 30% / 45% across Sections 1 / 2 / 3); a mandatory **Status Bar** italicized directly under the headline; a mandatory **Forecaster Pull Quote** (named, titled, affiliated, forward-looking) placed in Section 2 or 3; a mandatory **Three Signals to Watch** boxed callout closing Section 3; sourced causation in Section 2; and a paired prediction-plus-action requirement in Section 3. Text in <span style="color: #dc2626;">**red**</span> throughout this page marks anything that overrides or goes beyond the General Guidelines.

---

### Purpose

A What to Know Next article is a forward-looking explainer that contextualizes a development for the reader by answering three questions in sequence—what's happening, why it's happening, and what could be next—and closing with a clear, reader-actionable takeaway. The format is built for the curious optimizer (§Personas): a reader drawn to trending topics who has seen the headline, caught the buzz, and now wants the full picture—what it actually is, why it's having a moment, and what it means for them.

These pages catch the reader in the curiosity-driven middle of the news cycle—past the breaking-news hit but before the topic is fully resolved. The format performs well on Discover because it satisfies the "what does this mean for me" question that headlines alone don't answer, and it builds repeat trust by giving readers a complete picture rather than a snippet.

<span style="color: #dc2626;">Do **not** confuse with the Google Discover Explainer format (§3.1, **retired 2026-05-28**), which used the `What Is [Topic]?` / `Who Is [Person]?` formula and was informational/static; What to Know Next is forward-looking and ends on a forecast plus a reader action. **What to Know Next supersedes Discover Explainer for forward-looking explainer needs.** Also do not confuse with the Recap format (§3.6), which is retrospective and analyzes events that have already concluded.</span>

---

<!-- AGENT-AUDIENCE: headline -->
### Headline (H1)
**(REQUIRED)**

<span style="color: #dc2626;">**Primary formula:** `[Subject]: What's Happening, Why, and What Could Be Next`</span><br>
<span style="color: #dc2626;">**Alternate formula:** `[Subject] [Trigger Event]: Here's What This Means Going Forward`</span>

- <span style="color: #dc2626;">A forward-looking signal is required—`what's next`, `what comes next`, `what could happen`, `here's what this means`, or equivalent must appear in the headline</span>
- Character count: 80–100 characters
- Build from the focus keyphrase outward—`[Focus Keyphrase] + [Forward-Looking Clause]`
- Casing varies by publishing destination—adjust per site style guide before publishing

> **Optimize before publishing.** This format relies on Discover and trending-search traffic—both of which index quickly. Errors in the H1 or SEO title at publish time cost clicks during the peak interest window and can't be re-earned once the news cycle moves on. Get it right before hitting publish.

---

<!-- AGENT-AUDIENCE: seo -->
### SEO Title
**(REQUIRED)**

- Character count: 50–70 characters—titles under 60 risk missing keywords and clarity; titles over 70 are truncated in search results
- Must contain the focus keyphrase
- Must front-load keywords—the first 8 words carry the most weight
- Must match the H1 in intent—similar but not identical
- Must contain a verb
- Is a concise version of the H1, not a string of keywords

---

<!-- AGENT-AUDIENCE: seo -->
### Dek
**(REQUIRED)**

- Entered as a separate CMS field—do not place inside the article body
- Must contain the focus keyphrase
- Should preview the forward-looking arc—signal that the article delivers a forecast and a takeaway, not just a recap

---

<!-- AGENT-AUDIENCE: seo -->
### Meta Description
**(REQUIRED)**

- 100–155 characters (approximately 2 sentences)
- Must contain the focus keyphrase and relevant proper nouns
- Must not repeat the H1 or SEO title verbatim
- Functions as a dek—entices clicks, does not merely summarize
- A useful approach: pair one sentence framing the news beat with one sentence teasing the "what's next" payoff

---

<!-- AGENT-AUDIENCE: seo -->
### Focus Keyphrase
**(REQUIRED)**

<span style="color: #dc2626;">

| Type | Format |
|---|---|
| Primary | The main search query for the subject—e.g., `"sleep tape"`, `"what is HRV"` |
| Secondary (if applicable) | Forward-looking variants from Google Trends / People Also Ask—e.g., `"does sleep tape work"`, `"why is HRV important"` |

</span>

- Must appear in: H1, SEO title, dek (CMS field), meta description
- Should reflect how a reader in the curious-middle of the news cycle would search—weighted toward `why` and `what next` variants over breaking-news terms

---

<!-- AGENT-AUDIENCE: general-style -->
### Tone
**(REQUIRED)**

<span style="color: #dc2626;">Informed, plainspoken, forward-leaning—explanatory without being overly academic; confident without overpromising.</span> The reader wants a directional take, not hedged neutrality. Take a position on where this is headed and what it means; readers reward writers who commit and lose interest in writers who don't.

---

<!-- AGENT-AUDIENCE: general-style -->
### Word Count
**(REQUIRED)**

<span style="color: #dc2626;">Target: 700–1,000 words total with **inverted proportionality**—roughly **25% Section 1 (What's Happening) · 30% Section 2 (Why It's Happening) · 45% Section 3 (What Could Be Next)**.</span>

<span style="color: #dc2626;">**The forward-looking section is the longest by design—that's the point of the format.**</span> Most explainers and recaps front-load the news beat; What to Know Next deliberately weights Section 3 heaviest because the forecast is the payoff. If Section 1 is your longest section, you have written an Everything to Know piece with a forecast bolted on, not a What to Know Next.

The format's value depends on all three sections being present and proportional. Skipping or shorting "Why" turns the piece into a news brief; skipping or shorting "What Could Be Next" turns it into a recap.

---

<!-- AGENT-AUDIENCE: general-style -->
### Article Structure
**(REQUIRED)**

<span style="color: #dc2626;">The following three-section arc is mandatory. All three sections must be present and roughly proportional; the format does not work otherwise.</span>

```
[AI DISCLAIMER—CUE sites only]
"This article was created by content specialists using various tools, including AI."

[STATUS BAR—italicized one-line, directly beneath H1] (REQUIRED, format-specific)
Stage: [Emerging | Building | Peaking | Cresting] · Momentum: [Low | Moderate | High] · Forecast confidence: [Low | Moderate | High]

[LEDE / INTRO—2–3 sentences]
- Frame the development and why it matters now
- Signal the full arc—news + explanation + forward look
- Close with an implicit promise of takeaway value
- No throat-clearing openers; no opening with a definition

[H2 SECTION 1—What's Happening] (≈25% of total word count)
- Lead with 2–3 snippet-ready sentences answering "what is this?"
- Cover essential facts plainly: who, what, when, where, scale
- Cite at least one primary source (data release, official statement, study, court filing)
- Stay descriptive—no analysis or interpretation here

[H2 SECTION 2—Why It's Happening] (≈30% of total word count)
- Identify 2–3 forces driving the development (economic, cultural, regulatory, behavioral, structural)
- Use expert quotes, data trends, or historical context to ground each cause
- Attribute every causal claim to a named source, dataset, or established trend
- The Forecaster Pull Quote MAY land here (or in Section 3—wherever it fits the arc best)

[FORECASTER PULL QUOTE—visual pull-quote treatment, not inline attribution] (REQUIRED, format-specific)
"[Forward-looking quote—prediction, interpretation, or directional read—NOT definitional or descriptive.]"
— [Name], [Title], [Institution]

[H2 SECTION 3—What Could Be Next] (≈45% of total word count; THE LONGEST SECTION BY DESIGN)
- Frame 2–3 plausible near-term predictions or scenarios
- For each one, translate the forecast into a concrete reader action—what to watch for, what to prepare for, what decisions this might affect
- Pair specific predictions with specific takeaways—a vague "keep an eye on X" doesn't satisfy the format
- Close with a single clear takeaway—the most useful thing the reader should walk away with

[THREE SIGNALS TO WATCH—boxed callout at end of Section 3] (REQUIRED, format-specific)
THREE SIGNALS TO WATCH
1. [Concrete near-term event, date, or milestone the reader can monitor]
2. [Second specific signal—a release, ruling, launch, data point]
3. [Third specific signal—something the reader could spot in the wild]

[INTERNAL LINKS—embedded throughout body copy]
- 3–5 contextual internal links
- Anchor to relevant explainers, related news beats, and supporting data pieces
- Do not stack as a Related Links block
```

---

<!-- AGENT-AUDIENCE: general-style -->
### Status Bar
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines have no equivalent element. The following is mandatory for this format.</span>

<span style="color: #dc2626;">Every What to Know Next article opens with a one-line italicized **Status Bar** placed directly beneath the headline.</span> It is the format's visual fingerprint and a forcing function: if the writer cannot fill it in confidently, the topic is not right for this format.

<span style="color: #dc2626;">

**Format (italic line, directly under H1):**
`Stage: [value] · Momentum: [value] · Forecast confidence: [value]`

**Example:**
*Stage: Emerging · Momentum: High · Forecast confidence: Moderate*

| Field | Definition | Allowed values |
|---|---|---|
| **Stage** | Where the topic sits in its lifecycle | `Emerging`, `Building`, `Peaking`, `Cresting` |
| **Momentum** | How fast the topic is moving | `Low`, `Moderate`, `High` |
| **Forecast confidence** | How well the field can predict what is next | `Low`, `Moderate`, `High` |

</span>

- <span style="color: #dc2626;">All three fields are required—no omissions, no "TBD"</span>
- <span style="color: #dc2626;">If any field cannot be filled confidently, the topic is wrong for this format—pick a different format</span>
- <span style="color: #dc2626;">Style: italicized line, no bold, separator character `·` (middle dot)</span>

---

<!-- AGENT-AUDIENCE: general-style -->
### Forecaster Pull Quote
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines have no equivalent element. The following is mandatory for this format.</span>

<span style="color: #dc2626;">Every What to Know Next article includes one named-forecaster pull quote.</span> The quote must be visually treated as a pull quote—NOT inline attribution. Place it in Section 2 or Section 3, wherever it lands best in the arc.

<span style="color: #dc2626;">

**Required attributes:**

| Attribute | Requirement |
|---|---|
| **Function** | Forward-looking—a prediction, interpretation, or directional read |
| **Disallowed** | Definitional or descriptive statements (e.g., "HRV measures heart-rate variability"—that belongs in body copy, not the pull quote) |
| **Attribution** | Named individual, with title and institution—all three required |
| **Placement** | Section 2 or Section 3, whichever serves the arc better |
| **Visual treatment** | Pull-quote styling—NOT inline attribution within a paragraph |

**Qualifying example:**
> "This will hit mainstream adoption within 18 months."
> — Jane Doe, Senior Analyst, Forrester

**Disqualifying example (definitional, not forward-looking):**
> "HRV measures heart-rate variability."

</span>

---

<!-- AGENT-AUDIENCE: general-style -->
### Three Signals to Watch
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines have no equivalent element. The following is mandatory for this format.</span>

<span style="color: #dc2626;">Every What to Know Next article closes Section 3 with a boxed callout listing **exactly three** specific, monitorable signals.</span> Each signal must be concrete: a date, a release, a product launch, a data point, or an observable change the reader could spot in the wild.

<span style="color: #dc2626;">

**Format:**

```
THREE SIGNALS TO WATCH
1. [Concrete signal—date, release, launch, data point]
2. [Concrete signal—same standard]
3. [Concrete signal—same standard]
```

**Qualifying example:**
> 1. Watch for the August FDA guidance update on continuous glucose monitors.
> 2. Watch for the Q3 earnings call from Dexcom for OTC launch timing.
> 3. Watch for new CGM SKUs appearing at major pharmacy retailers (Walgreens, CVS).

**Disqualifying examples:**
> "Watch the market"—too vague, no specific event or timeframe
> "Keep an eye on inflation"—directional but not monitorable
> "Trends in wellness tech"—category-level, not a signal

</span>

- <span style="color: #dc2626;">Exactly three—not two, not four</span>
- <span style="color: #dc2626;">Each signal must name a specific event, release, data point, or observable change</span>
- <span style="color: #dc2626;">Visual treatment: boxed callout at the close of Section 3, before any pre-publish wrap-up</span>

---

<!-- AGENT-AUDIENCE: general-style -->
### Formatting Rules
**(REQUIRED)**

- <span style="color: #dc2626;">Lead with the news, not the analysis—Section 1 reads like a wire lede</span>
- <span style="color: #dc2626;">Show your work in "Why"—every cause cited to a named source, dataset, or established trend; vague structural explanations ("market forces," "changing demographics") don't rank and don't persuade</span>
- <span style="color: #dc2626;">Make "What Could Be Next" both predictive and actionable—each scenario paired with a concrete reader takeaway. A clear prediction ("the next CPI report on [date] is expected to show…") paired with a clear action ("here's what that would mean for buyers") beats a vague directional read</span>
- <span style="color: #dc2626;">Section 1's first 2–3 sentences must be snippet-ready—the format targets featured-snippet placement on the news beat</span>
- <span style="color: #dc2626;">**Invert the word count.** Section 3 must be the longest section (≈45% of total). If Section 1 ends up longest, the piece is structurally an Everything to Know with a forecast bolted on—not a What to Know Next</span>
- <span style="color: #dc2626;">**Use the Forecaster Pull Quote for direction, not definition.** The named expert is there to give a directional read on where the trend is headed—"this will hit mainstream adoption within 18 months" qualifies; "HRV measures heart-rate variability" does not</span>
- Keep paragraphs short (2–4 sentences max)—the format leans long; short paragraphs keep it scannable on mobile, where most Discover traffic lives
- Bullet points permitted within sections (e.g., a list of forces in "Why")—not as a substitute for prose
- <span style="color: #dc2626;">Update the article when the forecast resolves or the underlying development materially shifts</span>

---

<!-- AGENT-AUDIENCE: human-only -->
### Internal Links
**(REQUIRED)**

3–5 contextual internal links per article. See General Guidelines §1.4 for full anchor text rules.

Link to:
- Explainer articles on the underlying topic ("what is X")
- Earlier coverage of the news beat being contextualized
- Supporting data pieces, trend analyses, or studies referenced in Section 2
- Related forward-looking pieces from the same beat

<span style="color: #dc2626;">**UsW:** 3 minimum, 5 maximum, placed naturally within copy. Do not stack as a Related Links block—Related Links break up inline copy and are counted separately.</span>

---

<!-- AGENT-AUDIENCE: human-only -->
### Hero Image
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines do not specify image requirements. The following specs are mandatory for this format.</span>

<span style="color: #dc2626;">

| Spec | Requirement |
|---|---|
| Minimum width | 1200px (1600px+ preferred) |
| Aspect ratio | 16:9 |
| Resolution | 300K+ pixels |
| Logos | NOT permitted |
| Text overlays | NOT permitted |
| Generic stock | NOT permitted |

</span>

---

<!-- AGENT-AUDIENCE: human-only -->
### URL Structure
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines do not prescribe URL patterns. The following is mandatory for this format.</span>

- <span style="color: #dc2626;">4+ keywords, front-loaded</span>
- <span style="color: #dc2626;">Strip stop words</span>
- <span style="color: #dc2626;">Keep short and descriptive</span>
- <span style="color: #dc2626;">Pattern: `[subject-keyword]-whats-next` or `[subject-keyword]-what-this-means` or similar forward-looking suffix</span>

---

<!-- AGENT-AUDIENCE: human-only -->
### Tags
**(REQUIRED)**

<span style="color: #dc2626;">General Guidelines do not specify tags. The following are mandatory for this format.</span>

- <span style="color: #dc2626;">`TH-CSA`</span>
- <span style="color: #dc2626;">`The Commons`</span>
- *(Tags subject to change—check for updates)*

---

<!-- AGENT-AUDIENCE: human-only -->
### What to Avoid

| Prohibited | Reason |
|---|---|
| <span style="color: #dc2626;">Skipping or shorting "Why"</span> | <span style="color: #dc2626;">Format requirement—turns the piece into a news brief and forfeits the format's authority earn</span> |
| <span style="color: #dc2626;">Skipping or shorting "What Could Be Next"</span> | <span style="color: #dc2626;">Format requirement—turns the piece into a recap; the forward look is the format's defining payoff</span> |
| <span style="color: #dc2626;">Section 1 (What's Happening) being the longest section</span> | <span style="color: #dc2626;">Format requirement—the format's inverted proportionality demands Section 3 carry ≈45% of total word count; a front-loaded news beat reads as Everything to Know with a forecast bolted on</span> |
| <span style="color: #dc2626;">Missing or incomplete Status Bar</span> | <span style="color: #dc2626;">Format requirement—every article opens with `Stage · Momentum · Forecast confidence` directly under the H1; partial fields ("TBD") disqualify the article</span> |
| <span style="color: #dc2626;">Forecaster Pull Quote that is definitional rather than forward-looking</span> | <span style="color: #dc2626;">Format requirement—the named expert exists to give a directional read; a definitional quote belongs in body copy or in a Discover Explainer (§3.1), not in this format's pull quote</span> |
| <span style="color: #dc2626;">Forecaster Pull Quote rendered as inline attribution instead of a visual pull quote</span> | <span style="color: #dc2626;">Format requirement—pull-quote visual treatment is part of the format's reader-facing fingerprint</span> |
| <span style="color: #dc2626;">Forecaster missing name, title, or institution</span> | <span style="color: #dc2626;">Format requirement—all three required; unattributed forecasts fail Google E-E-A-T and reduce reader trust</span> |
| <span style="color: #dc2626;">Three Signals to Watch missing, or containing fewer/more than exactly three signals</span> | <span style="color: #dc2626;">Format requirement—exactly three concrete, monitorable signals at the close of Section 3</span> |
| <span style="color: #dc2626;">Vague signals ("watch the market," "keep an eye on inflation," "trends in wellness tech")</span> | <span style="color: #dc2626;">Format requirement—each signal must name a specific event, release, date, data point, or observable change</span> |
| <span style="color: #dc2626;">Vague structural causes ("market forces," "changing demographics") not tied to a named source</span> | <span style="color: #dc2626;">Format requirement—every cause must be attributed; vague claims don't rank and don't persuade</span> |
| <span style="color: #dc2626;">Predictions without an actionable takeaway</span> | <span style="color: #dc2626;">Format requirement—each scenario must pair a forecast with a concrete reader action, decision, or thing to watch for</span> |
| <span style="color: #dc2626;">No forward-looking signal in the headline</span> | <span style="color: #dc2626;">Format requirement—`what's next`, `what comes next`, `here's what this means`, or equivalent must appear</span> |
| <span style="color: #dc2626;">Section 1 leading with analysis instead of the news beat</span> | <span style="color: #dc2626;">Format requirement—snippet-ready descriptive lede first; analysis belongs in Section 2</span> |
| <span style="color: #dc2626;">Using the `What Is [Topic]?` / `Who Is [Person]?` formula without a forward-looking second clause</span> | <span style="color: #dc2626;">That was the Google Discover Explainer format (§3.1, retired 2026-05-28)—do not reach for the retired format; use What to Know Next or another active format</span> |
| NSFW in any metadata field | Suppresses article in feeds—see General Guidelines §1.3 |
| Clickbait or misleading headlines | Helpful Content algorithm penalty risk—see General Guidelines §1.2 |
| Generic stock images or images with text overlays | Format image spec—visually specific imagery required |
| Affiliate links (unlabeled) | Google penalty risk—see General Guidelines §1.4 |
| "Click here" or "read more" as anchor text | Poor UX and SEO signal—see General Guidelines §1.4 |
| Publishing without human review | Universal compliance rule—see General Guidelines §1.8 |

---

<!-- AGENT-AUDIENCE: human-only -->
### Pre-Publish Checklist
- AI disclaimer present at top of article (CUE sites only) and "Created With AI" checkbox checked in CUE
- Named human byline—creator/first editor only, no staff byline
- If updated article: byline and dateline handled per General Guidelines §1.5
- All facts verified; all links point to reputable sources
- Focus keyphrase in H1, SEO title, dek (CMS), and meta description
- H1: 80–100 characters, follows `[Subject]: What's Happening, Why, and What Could Be Next` formula or trigger-event alternate, contains a forward-looking signal
- SEO title: 50–70 characters, matches H1 intent, front-loaded keywords, contains a verb
- Meta description: 100–155 characters, no repeated hed language
- Dek entered as CMS field—not placed inside article body; previews the forward-looking arc
- **Status Bar** present directly under the headline—`Stage · Momentum · Forecast confidence` all filled in, italicized, separator `·`
- All three sections present with inverted proportionality—Section 1 ≈25% / Section 2 ≈30% / Section 3 ≈45%
- **Section 3 is the longest section** (≈45% of total word count)
- Section 1 leads with the news beat—first 2–3 sentences are snippet-ready
- Every cause in Section 2 attributed to a named source, dataset, or established trend
- **Forecaster Pull Quote** present—named individual + title + institution; quote is forward-looking (prediction/direction), not definitional; rendered as visual pull quote, not inline attribution
- Section 3 frames 2–3 predictions or scenarios, each paired with a concrete reader takeaway
- **Three Signals to Watch** boxed callout at end of Section 3—exactly three concrete, monitorable signals (date, release, launch, data point, or observable change)
- Closing takeaway is concrete—names a specific thing to watch, prepare for, or decide
- 3–5 internal links placed naturally in copy (UsW: 3 min, 5 max); not stacked as Related Links
- Total word count is 700–1,000 words
- Tone is informed and directional—not hedged neutrality
- Hero image: 1200px+ wide, 16:9, 300K+ res, no logos/text/stock
- URL: short, keyword-forward, forward-looking suffix, stop words stripped
- Headline casing adjusted for publishing destination
- Tags applied: `TH-CSA` and `The Commons`
- Passes all Google Helpful Content standard questions (General Guidelines §1.7)
- Human review and approval obtained before publishing