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.
3. Body sections (3-5 sections) — each with a descriptive subheading (H2). Use H3 for subsections.
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
• 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

Email

• 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