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. State what the post will cover. Include primary keyword.
- 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.
- 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, 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)
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