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
- 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, includes primary keyword, compels click
- URL slug: short, descriptive, includes primary keyword
- H1: one per page, matches or closely reflects the title tag
- H2/H3: descriptive, include secondary keywords where natural
- Image alt text: descriptive, includes keyword where relevant
- Internal links: 2-3 links to related content on your site
- External links: 1-2 links to authoritative sources
Content-SEO Integration
- Aim for comprehensive coverage of the topic (search engines reward depth)
- Answer related questions (check "People Also Ask" for ideas)
- Update and refresh high-performing content regularly
- Structure content for featured snippets: definition paragraphs, numbered lists, tables
- How to [achieve result] [without common obstacle] — "How to Double Your Email Open Rates Without Sending More Emails"
- [Number] [adjective] ways to [achieve result] — "7 Proven Ways to Reduce Customer Churn"
- Why [common belief] is wrong (and what to do instead) — "Why More Content Is Not the Answer (And What to Do Instead)"
- The [adjective] guide to [topic] — "The Complete Guide to B2B Content Marketing"
- [Do this], not [that] — "Build a Community, Not Just an Audience"
- What [impressive result] taught us about [topic] — "What 10,000 A/B Tests Taught Us About Email Subject Lines"
- [topic]: what [audience] needs to know in [year] — "SEO: What Marketers Need to Know in 2025"
- Surprising statistic: "73% of marketers say their biggest challenge is not budget — it is focus."
- Contrarian statement: "The best marketing campaigns start with saying no to most channels."
- 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, which messages will land."
- Bold claim: "Most landing pages lose half their visitors in the first three seconds."
- Story opening: "Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it."
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" is better than "Submit"
- Create urgency when genuine: "Join 500 teams already using this" or "Limited spots available"
- Reduce risk: "No credit card required", "Cancel anytime", "Free for 14 days"
- One primary CTA per page or email — too many choices reduce conversions
CTA Examples by Context
- Blog post: "Read our complete guide to [topic]" / "Subscribe for weekly insights"
- Landing page: "Start free trial" / "Get a demo" / "See pricing"
- Email: "Read the full story" / "Claim your spot" / "Reply and tell us"
- Social media: "Drop a comment if you agree" / "Save this for later" / "Link in bio"
- Case study: "See how [product] can work for your team" / "Talk to our team"
CTA Placement
- Above the fold on landing pages (do not make users scroll to act)
- After establishing value in emails (not in the first sentence)
- At the end of blog posts (after you have earned the reader's trust)
- In-line within content when contextually relevant (e.g., a related guide mention)
- Repeat the primary CTA at the bottom of long-form pages