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, 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

Headline and Hook Formulas

Headline Formulas

• 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”

Hook Formulas (Opening Lines)

• 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