Content Creation

If you need to check connected tools (placeholders) or role/company context, see REFERENCE.md.

Content Creation Skill

Guidelines and frameworks for creating effective marketing content across channels.

Data sources

Pull brand voice and style from knowledge base (style guide, messaging pillars, past examples); reference design for brand assets and templates when creating landing pages or social. See REFERENCE.md. If not connected, use local settings or user-provided guidelines and note "Connect knowledge base for consistent brand voice across content."

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