Content Creation
Draft marketing content across channels — blog posts, social media, email newsletters, landing pages, press releases, and case studies. Use when writing any marketing content, when you need channel-specific formatting, SEO-optimized copy, headline options, or calls to action.
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# Content Creation Skill Guidelines and frameworks for creating effective marketing content across channels. ## Content Type Templates ### Blog Post Structure 1. **Headline** — clear, benefit-driven, includes primary keyword (aim for 60 characters or less for SEO) 2. **Introduction** (100-150 words) — hook the reader with a question, statistic, bold claim, or relatable scenario. State what the post will cover. Include primary keyword. 3. **Body sections** (3-5 sections) — each with a descriptive subheading (H2). Use H3 for subsections. One core idea per section with supporting evidence, examples, or data. 4. **Conclusion** (75-100 words) — summarize key takeaways, reinforce the main message, include a call to action. 5. **Meta description** — under 160 characters, includes primary keyword, compels the click. ### Social Media Post Structure - **Hook** — first line grabs attention (question, bold statement, number) - **Body** — 2-4 concise points or a short narrative - **CTA** — what should the reader do next (comment, click, share, tag) - **Hashtags** — 3-5 relevant hashtags (platform-dependent) ### Email Newsletter Structure - **Subject line** — under 50 characters, creates curiosity or states clear value - **Preview text** — complements the subject line, does not repeat it - **Header/hero** — visual anchor and one-line value statement - **Body sections** — 2-3 content blocks, each scannable with a bold intro sentence - **Primary CTA** — one clear action per email - **Footer** — unsubscribe link, company info, social links ### Landing Page Structure - **Headline** — primary benefit in under 10 words - **Subheadline** — elaborates on the headline with supporting context - **Hero section** — headline, subheadline, primary CTA, supporting image or video - **Value propositions** — 3-4 benefit-driven sections with icons or images - **Social proof** — testimonials, logos, stats, case study snippets - **Objection handling** — FAQ or trust signals - **Final CTA** — repeat the primary call to action ### Press Release Structure - **Headline** — factual, newsworthy, under 80 characters - **Subheadline** — optional, adds context - **Dateline** — city, state, date - **Lead paragraph** — who, what, when, where, why in 2-3 sentences - **Body paragraphs** — supporting details, quotes, context - **Boilerplate** — company description (standardized) - **Media contact** — name, email, phone ### Case Study Structure - **Title** — "[Customer] achieves [result] with [product]" - **Snapshot** — customer name, industry, company size, product used, key result (sidebar or callout box) - **Challenge** — what problem the customer faced - **Solution** — what was implemented and how - **Results** — quantified outcomes with specific metrics - **Quote** — customer testimonial - **CTA** — learn more, get a demo, read more case studies ## Writing Best Practices by Channel ### Blog - Write at an 8th-grade reading level for broad audiences; adjust up for technical audiences - Use short paragraphs (2-4 sentences) - Include subheadings every 200-300 words - Use bullet points and numbered lists to break up text - Include at least one data point, example, or quote per section - Write in active voice - Front-load key information in each section ### Social Media - **LinkedIn**: professional but human, paragraph breaks for readability, personal stories and lessons perform well, 1,300 characters is the sweet spot before "see more" - **Twitter/X**: concise and punchy, strong opening words, threads for longer narratives, engage with replies - **Instagram**: visual-first captions, storytelling hooks, line breaks for readability, hashtags in first comment or at end - **Facebook**: conversational tone, questions drive comments, shorter posts (under 80 characters) get more engagement for links ### Email - Write subject lines that create urgency, curiosity, or state clear value - Personalize where possible (name, company, behavior) - One primary CTA per email — make it visually distinct - Keep body copy scannable: bold key phrases, short paragraphs, bullet points - Test everything: subject lines, send times, CTA copy, layout - Mobile-first: most email is read on mobile ### Web (Landing Pages, Product Pages) - Lead with benefits, not features - Use "you" language — speak to the reader directly - Minimize jargon unless the audience expects it - Every section should answer "so what?" from the reader's perspective - Reduce friction: fewer form fields, clear next steps, trust signals near CTAs ## SEO Fundamentals for Content ### Keyword Strategy - Identify one primary keyword and 2-3 secondary keywords per piece - Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug - Use secondary keywords naturally in body copy and subheadings - Do not keyword-stuff — write for humans first ### On-Page SEO Checklist - Title tag: under 60 characters, includes primary keyword - Meta description: under 160 characters, includes primary keyword, compels click - URL slug: short, descriptive, includes primary keyword - H1: one per page, matches or closely reflects the title tag - H2/H3: descriptive, include secondary keywords where natural - Image alt text: descriptive, includes keyword where relevant - Internal links: 2-3 links to related content on your site - External links: 1-2 links to authoritative sources ### Content-SEO Integration - Aim for comprehensive coverage of the topic (search engines reward depth) - Answer related questions (check "People Also Ask" for ideas) - Update and refresh high-performing content regularly - Structure content for featured snippets: definition paragraphs, numbered lists, tables ## Headline and Hook Formulas ### Headline Formulas - **How to [achieve result] [without common obstacle]** — "How to Double Your Email Open Rates Without Sending More Emails" - **[Number] [adjective] ways to [achieve result]** — "7 Proven Ways to Reduce Customer Churn" - **Why [common belief] is wrong (and what to do instead)** — "Why More Content Is Not the Answer (And What to Do Instead)" - **The [adjective] guide to [topic]** — "The Complete Guide to B2B Content Marketing" - **[Do this], not [that]** — "Build a Community, Not Just an Audience" - **What [impressive result] taught us about [topic]** — "What 10,000 A/B Tests Taught Us About Email Subject Lines" - **[topic]: what [audience] needs to know in [year]** — "SEO: What Marketers Need to Know in 2025" ### Hook Formulas (Opening Lines) - **Surprising statistic**: "73% of marketers say their biggest challenge is not budget — it is focus." - **Contrarian statement**: "The best marketing campaigns start with saying no to most channels." - **Question**: "When was the last time a marketing email actually changed what you bought?" - **Scenario**: "Imagine launching a campaign and knowing, before it goes live, which messages will land." - **Bold claim**: "Most landing pages lose half their visitors in the first three seconds." - **Story opening**: "Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it." ## Call-to-Action Best Practices ### CTA Principles - Use action verbs: "Get", "Start", "Download", "Join", "Try", "See" - Be specific about what happens next: "Start your free trial" is better than "Submit" - Create urgency when genuine: "Join 500 teams already using this" or "Limited spots available" - Reduce risk: "No credit card required", "Cancel anytime", "Free for 14 days" - One primary CTA per page or email — too many choices reduce conversions ### CTA Examples by Context - **Blog post**: "Read our complete guide to [topic]" / "Subscribe for weekly insights" - **Landing page**: "Start free trial" / "Get a demo" / "See pricing" - **Email**: "Read the full story" / "Claim your spot" / "Reply and tell us" - **Social media**: "Drop a comment if you agree" / "Save this for later" / "Link in bio" - **Case study**: "See how [product] can work for your team" / "Talk to our team" ### CTA Placement - Above the fold on landing pages (do not make users scroll to act) - After establishing value in emails (not in the first sentence) - At the end of blog posts (after you have earned the reader's trust) - In-line within content when contextually relevant (e.g., a related guide mention) - Repeat the primary CTA at the bottom of long-form pages
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