Marketing Assets

Marketing Asset Factory

Template-driven workflow for creating marketing assets with platform-specific specifications, copy frameworks, and content planning.

When to Apply

Use this skill when:

• Creating digital advertising assets (specs, copy, targeting)
• Designing email marketing templates
• Planning landing page architecture
• Building a social media content calendar
• Generating marketing copy for product launches

Platform Ad Specifications

Reference references/platform-specs.md for dimension and format specifications.

Treat every number below as a cached copy with no expiry date on it. Ad specs change without notice; this table records what was true when someone wrote it, and it has looked equally confident ever since. Confirm anything a campaign depends on against the platform's own ads guide before shipping — a stale character limit is a truncated headline in production or an upload rejected on launch day. And do not extend this table from memory: asked about a platform that is not listed, say it is not covered rather than producing a plausible number, because a recalled spec is indistinguishable from a checked one once it is in the row.

Platform Quick Reference

Ad Copy Framework

AIDA Structure

For each ad, follow the AIDA framework:

1. Attention: Hook that stops the scroll (question, statistic, bold claim)
2. Interest: Elaborate on the problem or opportunity
3. Desire: Show the transformation or benefit
4. Action: Clear CTA with urgency or value proposition

Copy Variants

Generate 3 variants for each ad:

CTA Patterns

Email Template Architecture

Structural Template

┌─────────────────────────────┐
│ [Logo]            [View web] │
├─────────────────────────────┤
│ [Hero Image/Banner]         │
├─────────────────────────────┤
│ [Preheader: 85-100 chars]   │
│                             │
│ Hi {first_name},            │
│                             │
│ [Opening: 1-2 sentences]    │
│                             │
│ [Body: 3-5 short paragraphs]│
│                             │
│ ┌─────────────────────────┐ │
│ │    [Primary CTA]        │ │
│ └─────────────────────────┘ │
│                             │
│ [Closing: 1 sentence]       │
│ {sender_name}, {title}      │
├─────────────────────────────┤
│ [Footer: Unsubscribe, legal]│
└─────────────────────────────┘

Email Types

Email Best Practices

• Width: 600px maximum for email clients
• Images: Include alt text; design for images-off
• CTA button: Minimum 44px height, high contrast, single primary CTA
• Mobile: 50%+ opens are mobile; stack columns, increase font to 16px+
• Subject line: 40-60 characters, front-load key info
• Preheader: 85-100 characters, complement (don't repeat) subject

Landing Page Architecture

Above-the-Fold Structure

┌─────────────────────────────────────┐
│ [Nav: Logo | Links | CTA]           │
├──────────────────┬──────────────────┤
│                  │                  │
│ [Headline]       │ [Hero Image/    │
│ [Subheadline]    │  Product Shot/  │
│                  │  Video]         │
│ [Primary CTA]    │                  │
│ [Social proof]   │                  │
│                  │                  │
└──────────────────┴──────────────────┘

Section Sequence

1. Hero: Headline + subheadline + CTA + social proof (above the fold)
2. Problem: Paint the pain point (3 pain points with icons)
3. Solution: How the product solves it (feature highlights with screenshots)
4. Social proof: Testimonials, logos, stats, case studies
5. Features: Detailed feature grid or comparison table
6. Pricing: Plans with recommended option highlighted (if applicable)
7. FAQ: Address top 5-7 objections
8. Final CTA: Repeat hero CTA with urgency element

Landing Page Rules

• One CTA per page: Every CTA points to the same action
• F-pattern layout: Important content top-left and along left edge
• Load time: Under 3 seconds (optimize images, defer scripts)
• Mobile-first: Responsive design, thumb-friendly CTAs
• Trust signals: Security badges, review scores, customer logos

Storytelling Landing Pages (StoryBrand SB7)

A landing page is the most literal storytelling application: it walks one reader through a narrative from headline to final CTA. Where the architecture above defines the structural sections, this layer defines the narrative purpose of each one. The user is the hero; the product is the guide. Copy is about the user's goal and obstacle, not the feature set.

Canonical framework: skills/ui-ux-patterns/references/storytelling-ui.md (single source of truth for narrative arc, StoryBrand SB7, emotional beats, pacing, and the scored review checklist). Read it before designing a story-driven page.

SB7 beats mapped to landing-page sections

Map Donald Miller's StoryBrand (SB7) beats onto the existing section sequence:

Narrative arc for scroll order

The scroll itself is the arc — hook → middle → resolution, no dead ends. Annotate the section sequence (from Landing Page Architecture above) with its narrative role:

Keep the single-CTA rule from Landing Page Architecture: every direct CTA points to the same action; transitional CTAs (See how it works) may differ but never compete with the direct one.

Scrollytelling pacing

For product walkthroughs and data-story pages, pace the reveal so understanding is earned section by section rather than dumped at once (progressive disclosure applied to scroll):

• Scroll-driven reveals — sections animate in as they enter the viewport. Web: Framer Motion whileInView (Next.js/Vite + Tailwind) backed by IntersectionObserver.
• Continuity / shared-element — carry a visual thread between beats (a product shot that travels and reframes from hero to feature) with Framer Motion layoutId. Mobile equivalents use React Native + Reanimated.
• One idea per beat — each scroll stop delivers a single point; don't stack three claims.
• Restraint — never withhold critical info (price, what it does) for drama, always keep a skip path to the CTA, and gate all non-essential motion behind prefers-reduced-motion. Microcopy and CTA labels are i18n-keyed.

Story-driven vs feature-led copy

Lead with the user's transformation, not the capability. This complements the AIDA copy variants above (the problem-led and benefit-led variants are the story-driven framings):

Run the page through the Storytelling review checklist (0–2 each, /16: arc, hero framing, pacing, first-value speed, emotional beats, continuity, resolution, restraint) from the canonical reference. Aim for ≥13.

Social Content Calendar

Weekly Template

Content Pillars

Define 3-5 content pillars for consistent messaging:

Output Format

For each asset type, produce:

1. Specifications: Dimensions, format, character limits
2. Copy: 3 variants (benefit-led, problem-led, social proof)
3. Visual direction: Describe imagery, colors (from brand tokens), typography
4. Targeting notes: Audience, placement, objective (where applicable)

Full References

• references/platform-specs.md — Complete platform dimensions and requirements