Marketing Content Strategy

Create compelling, conversion-focused marketing copy based on customer pain points, JTBD framework, and competitive advantages. Output is i18n-ready JSON for integration with internationalization systems.

Commands

Core Instructions

Configuration

1. Check for project-specific config at .claude/project-config.md
2. Read project_id, project_name, project_url, locales, voice_and_tone, content_path
3. Load project extension if it exists at .claude/skills/creo-content/creo-content-{project_id}.md. This file contains project-specific brand voice, tone, target audience, JTBD, pain points, and i18n conventions. {project_id} comes from project-config.md. Always load it before doing work.
4. If no config exists, use defaults or ask user

Pain Point Psychology

Customers buy solutions to problems. Identify:

• Functional pains: Time wasted, manual work, errors
• Emotional pains: Frustration, anxiety, embarrassment
• Financial pains: High costs, hidden fees, unpredictable pricing
• Social pains: Looking incompetent, missing deadlines

JTBD Framework

Every piece of content connects to a specific customer job:

When [SITUATION/CONTEXT],
I want to [MOTIVATION/ACTION],
So I can [EXPECTED OUTCOME/BENEFIT].

Content Creation Process

#### Step 1: Understand the Context

1. Read the target page/section requirements
2. Identify the primary audience segment
3. Review pain points for that segment
4. Check competitive messaging opportunities

#### Step 2: Apply JTBD Framework

• Who is the customer? (segment)
• What job are they trying to do?
• What pain points block them?
• How does the product solve this?
• What outcome do they achieve?

#### Step 3: Write with Pain-First Structure

Hero Section Formula:

[Pain Point / Problem Statement]
       |
[Solution / Promise]
       |
[Key Benefit / Outcome]
       |
[CTA with Value]

#### Step 4: Output i18n-Ready JSON

{
  "hero": {
    "badge": "Category Label",
    "headline": "Transform Your Workflow",
    "subheadline": "Detailed value proposition addressing pain points.",
    "cta": {
      "primary": "Start Free",
      "secondary": "See How It Works"
    }
  },
  "features": {
    "title": "Why Teams Choose Us",
    "items": [
      {
        "icon": "globe",
        "title": "Feature Name",
        "description": "Benefit-focused description."
      }
    ]
  }
}

Copywriting Principles

#### Lead with Benefits, Not Features

#### Use Power Words

• Action: Transform, Unlock, Accelerate, Simplify, Automate
• Emotion: Confident, Effortless, Powerful, Seamless
• Results: Instant, Accurate, Professional, Complete

#### Write Scannable Copy

• Headlines: 6-12 words max
• Subheadlines: One clear benefit
• Body: 2-3 sentences per paragraph max
• Bullets: Start with verbs, parallel structure

Page-Specific Guidelines

#### Homepage

• Goal: Capture attention, establish value, drive signup
• Primary CTA: Start Free Trial
• Secondary CTA: See Demo / Learn More

#### Feature Pages

• Goal: Deep dive into specific capability
• Structure: Problem, Solution, How It Works, Benefits, CTA

#### Pricing Page

• Goal: Convert visitors to paying customers
• Structure: Clear tiers, feature comparison, FAQ, guarantee

#### Use Case Pages

• Goal: Connect with specific audience segment
• Structure: Segment Pain, Our Solution, Success Story, Getting Started

Anti-Patterns to Avoid

Do not write:

• "Our product is the best in the market"
• "We use advanced AI technology"
• "Sign up now to get started"
• Generic benefits without specifics

Do write:

• "Save 10 hours every week on [task]"
• "95%+ accuracy, verified by independent testing"
• "Start free -- no credit card required"
• Specific outcomes and measurable results

Reference Files

Load these on demand for extended guidance:

Quality Gates

• Every piece of content must address a real customer pain point
• Headlines must lead with benefits, not features
• Content must be scannable (understand value in 5 seconds)
• CTA must be clear and action-oriented
• JSON structure must be valid and i18n-ready
• No jargon -- a non-technical person must understand it
• Competitive advantages must be highlighted
• JTBD alignment must be documented for each section