Draft marketing content across channels — blog posts, social media, email newsletters, landing pages, press releases, and case studies...
SKILL.md
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)
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
