tomevault-io Content Creation Skill
Guidelines and frameworks for creating effective marketing content across channels.
Content Type Templates
Blog Post Structure
- Headline — clear, benefit-driven, includes primary keyword (aim for 60 characters or less for SEO)
- Introduction (100-150 words) — hook the reader with a question, statistic, bold claim, or relatable scenario.
- Body sections (3-5 sections) — each with a descriptive subheading (H2). Use H3 for subsections.
- Conclusion (75-100 words) — summarize key takeaways, reinforce the main message, include a call to action.
- 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
- Body sections — 2-3 content blocks, each scannable
- 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
- Final CTA — repeat the primary call to action
Case Study Structure
- Title — "[Customer] achieves [result] with [product]"
- Snapshot — customer name, industry, key result
- Challenge — what problem the customer faced
- Solution — what was implemented and how
- Results — quantified outcomes with specific metrics
- 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
- Use short paragraphs (2-4 sentences)
- Include subheadings every 200-300 words
- Use bullet points and numbered lists to break up text
- Write in active voice
Social Media
- LinkedIn: professional but human, paragraph breaks for readability
- Twitter/X: concise and punchy, strong opening words
- Instagram: visual-first captions, storytelling hooks
- Facebook: conversational tone, questions drive engagement
- Subject lines that create urgency, curiosity, or state clear value
- Personalize where possible (name, company)
- One primary CTA per email — make it visually distinct
- Keep body copy scannable: bold key phrases, short paragraphs
- 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
- Every section should answer "so what?" from the reader's perspective
- Reduce friction: fewer form fields, clear next steps
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
- 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
- URL slug: short, descriptive, includes primary keyword
- H1: one per page, matches or reflects the title tag
- Internal links: 2-3 links to related content on your site
- External links: 1-2 links to authoritative sources
Headline and Hook Formulas
Headline Formulas
- How to [achieve result] [without common obstacle]
- [Number] [adjective] ways to [achieve result]
- Why [common belief] is wrong (and what to do instead)
- The [adjective] guide to [topic]
- What [impressive result] taught us about [topic]
Hook Formulas (Opening Lines)
- Surprising statistic: "73% of marketers say their biggest challenge is..."
- Contrarian statement: "The best marketing campaigns start with saying no..."
- 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..."
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"
- Create urgency when genuine: "Limited spots available"
- Reduce risk: "No credit card required", "Cancel anytime"
- One primary CTA per page or email
CTA Placement
- Above the fold on landing pages
- After establishing value in emails
- At the end of blog posts
- Repeat the primary CTA at the bottom of long-form pages
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