Content Creation

Content Creation Skill

Workflow

Step 1: Capture the Brief

Before writing, confirm (or infer from context):

• Content type: blog post / social post / email / video script / etc.
• Platform: Website / LinkedIn / X / Instagram / YouTube / Email / etc.
• Audience: Who is this for? Pain points, vocabulary, sophistication level
• Goal: Educate / Entertain / Convert / Build authority / Drive traffic
• Tone: Professional / Conversational / Bold / Empathetic / Witty
• Length: Approximate word/character count or format constraints
• SEO target: Primary keyword (if applicable)
• CTA: What should the reader do next?

If the user hasn't provided these, make reasonable assumptions and state them at the top of the output so they can correct.

Content Types & Formats

Blog Post / Article

Structure:

1. Headline: Benefit-driven or curiosity-driven. Use numbers when possible.
2. Hook (first 2–3 sentences): Empathize with pain or make a bold claim
3. Intro (100–200 words): Set up the problem, preview the solution
4. Body (H2/H3 sections): Each section = one idea, with examples
5. CTA / Conclusion: Summarize key takeaway + one clear next step

Long-form (1500–3000 words) for SEO. Short-form (600–900 words) for quick reads.

Email (Single or Sequence)

• Subject line: 40–50 chars, curiosity/benefit/urgency. Provide 3 variants.
• Preview text: Complements subject, 80–100 chars
• Body: Short paragraphs (2–3 sentences), one idea per paragraph
• CTA: Single, prominent, action-verb driven ("Download the guide", not "Click here")

Sequences — label each email:

• Email 1: Welcome / Promise
• Email 2: Problem agitation
• Email 3: Solution introduction
• Email 4: Social proof
• Email 5: Objection handling
• Email 6: Offer / CTA

LinkedIn Post

• Hook (first line must stop the scroll — bold claim, contrarian take, or question)
• 3–5 short paragraphs or bullet points
• No links in body (add in first comment)
• End with a question or soft CTA
• Target: 150–300 words for feed posts; 1200–1500 for long-form articles

X / Twitter Thread

• Tweet 1: The hook — bold, standalone, makes people want more
• Tweets 2–8: One point per tweet, numbered (2/8, 3/8...)
• Tweet 9: Summary / key takeaway
• Tweet 10: CTA (follow, RT, reply, link)
• Each tweet: max 280 chars; use line breaks for readability

YouTube Script

Structure:

• Hook (0–30s): Pattern interrupt + promise
• Intro (30–60s): Who this is for, what they'll learn
• Body (chapters with timestamps suggested)
• Outro: Recap + subscribe CTA + next video suggestion
• Write in spoken language; flag pauses, B-roll cues [B-ROLL: ...], and emphasis **bold**

Instagram / Social Captions

• Lead with the most important thing (truncated after 2 lines)
• Tell a story or share a tip
• Hashtags: 5–15 relevant ones at the end (or first comment)
• Emojis: use sparingly for visual break, not decoration
• CTA: "Save this", "Tag someone who needs this", "Link in bio"

Case Study

1. Client background (1 paragraph)
2. The challenge / problem
3. The solution / approach
4. Results (with specific numbers)
5. Key quote from client
6. Takeaways / what made it work

Landing Page Copy

Sections:

1. Hero: Headline + subheadline + primary CTA
2. Pain: Agitate the problem
3. Solution: Introduce the product/service
4. Features → Benefits (always translate features into outcomes)
5. Social proof: testimonials, logos, stats
6. FAQ: Address top 3–5 objections
7. Final CTA with urgency element

Content Repurposing

Repurposing Matrix

When the user wants to repurpose content:

Repurposing Workflow (Blog → Multi-Platform)

1. Blog post → published on website (SEO anchor)
2. LinkedIn post → extract the single boldest insight + personal angle
3. X/Twitter thread → break key points into numbered tweets
4. Email → send to list with a unique angle or exclusive detail
5. Instagram carousel → visualize 5–7 key points as slides
6. YouTube short / Reel → 60-second spoken version of the hook + main takeaway
7. Newsletter → curate with 2–3 other pieces for weekly digest

Rule: each platform version must feel native, not copy-pasted. Adjust tone, length, and CTA per platform.

See references/repurposing.md for detailed workflows.

Brand Voice & Tone Consistency

When generating content for a brand:

• Define voice attributes: Pick 3–5 adjectives (e.g., bold, empathetic, precise)
• Create a "We say / We don't say" list: e.g., "We say 'people' not 'users'"
• Maintain consistency across platforms: Same voice, different tone per context (LinkedIn = professional-warm, X = punchy-bold, email = personal-direct)
• Tone spectrum: Map content types on a scale from formal → casual. Whitepapers sit formal; social sits casual. The voice stays the same.
• If a brand voice file exists (.agents/product-marketing-context.md or similar), apply it automatically to every piece.

Content Calendar & Editorial Planning

When helping with content strategy:

• Weekly cadence: Recommend 2–3 blog posts, 5 social posts, 1 email, 1 long-form per week (adjust to capacity)
• Theme weeks: Group content around a single topic for compounding SEO and audience clarity
• Content pillars: Identify 3–5 recurring themes that map to business goals (e.g., product education, industry trends, customer stories)
• Seasonal hooks: Flag relevant dates, industry events, or trending moments to build content around
• Pipeline stages: Idea → Brief → Outline → Draft → Edit → Approve → Publish → Distribute → Measure
• Batch creation: Write multiple pieces in one sitting, schedule across the week — reduces context-switching

SEO-Optimized Content Creation

For any content targeting search:

• Primary keyword: Place in title, H1, first 100 words, meta description, URL slug
• Secondary keywords: Weave 2–4 related terms naturally through H2s and body
• Meta description: 150–160 chars, include keyword + benefit + CTA
• Internal linking: Link to 2–5 related pages. Use descriptive anchor text, not "click here"
• External linking: 1–3 authoritative sources per post to build trust signals
• Content depth: Aim to be the most comprehensive answer — cover subtopics competitors miss
• Featured snippet targeting: Use a direct answer (40–60 words) right after the question heading
• Image alt text: Describe the image + include keyword where natural
• URL structure: Short, keyword-rich, no dates (evergreen by default)

See references/seo-content.md for detailed SEO writing guidelines.

AI-Assisted Content Workflow

Recommended process for using Claude to create content:

1. Outline: Generate a structured outline with H2/H3 sections and key points per section
2. Draft: Expand the outline into a full draft — section by section for long-form
3. Edit pass 1 — Accuracy: Verify claims, check stats, add sources
4. Edit pass 2 — Voice: Apply brand tone, remove AI-isms, add personality
5. Edit pass 3 — SEO: Check keyword placement, meta description, internal links
6. Human review: Final read by a human — add personal stories, adjust nuance
7. Publish + distribute: Post and trigger repurposing workflow

Tips:

• Always provide context (audience, goal, tone) before asking for a draft
• Generate multiple headline options and A/B test
• Use Claude for first drafts, not final drafts — human polish is the differentiator

Platform-Specific Formatting Quick Reference

See references/platforms.md for full platform guidelines.

Writing Principles

• Show, don't tell: Replace "we're experts" with a specific example
• Active voice: "We increased revenue" not "Revenue was increased"
• Short sentences: Aim for avg 15–20 words. Mix short and long.
• Specificity wins: "47% increase in 90 days" beats "significant growth"
• One idea per paragraph for digital content
• Read aloud test: If it sounds weird spoken, rewrite it
• No throat-clearing: Don't open with "In today's post, we will..."
• Front-load value: Put the most important information first — readers skim
• Pattern interrupts: Break visual monotony with bold text, short paragraphs, questions
• Sensory language: Use concrete, visual words over abstract concepts

Output Format

Always deliver:

1. The content piece itself (ready to copy-paste)
2. Any variants requested (e.g., 3 subject line options)
3. A one-line note on any assumption made about tone/audience
4. Optional: suggested posting time or distribution tip

Reference Files

This skill includes detailed reference guides in the references/ directory:

• references/platforms.md — Platform-specific content rules, character limits, formatting, posting times
• references/templates.md — Ready-to-use content templates for common formats
• references/repurposing.md — Content repurposing workflows and strategies
• references/seo-content.md — SEO writing best practices for content creators

Project Context File

If a .agents/product-marketing-context.md or .claude/product-marketing-context.md exists in the project, read it before generating any content. It contains brand voice, target audience, product description, and tone guidelines. Always apply this context automatically — never ask the user to re-explain what their product does if this file is present.

Competitor Alternatives / Comparison Content

High-converting SEO content type:

• "[Your Product] vs [Competitor]" pages — target users actively comparing
• "Best [Competitor] Alternatives" pages — target users looking to switch
• Structure: feature table → prose comparison → who each is best for → CTA
• Tone: fair and factual (not attack ads) — credibility wins conversions

Newsletter / Digest Format

• Subject line: same rules as email (curiosity, benefit, specificity)
• Opening: 1 hook sentence — why this issue matters
• Sections: 3–5 items max (link + 2–3 sentence summary)
• One "big idea" section: your original take on a trend
• CTA: reply, share, or upgrade prompt
• Length: 400–800 words for weekly newsletters

Content Humanization

When AI-generated content needs to sound more natural:

• Replace: "In conclusion" / "It's worth noting" / "Dive into" / "Leverage" / "Delve"
• Add: contractions, sentence fragments for emphasis, rhetorical questions, personal asides
• Vary sentence length aggressively — mix 4-word punches with longer flowing sentences
• Add a specific personal or brand story to anchor abstract advice
• Use "you" liberally — speak directly to one reader, not an audience

Product Update / Changelog Content

For announcing new features:

1. What changed (1 sentence)
2. Why it matters (the problem it solves)
3. How to use it (one-two steps)
4. Screenshot or demo link
5. What's next (builds anticipation)

Keep short — under 150 words for in-app, 300 words for email.