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 readabili