Content Creation

# 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. 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, i