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content-creation

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English
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Chinese

Content Creation Skill

营销内容创作Skill

Guidelines and frameworks for creating effective marketing content across channels.
以下是跨渠道创作有效营销内容的准则与框架。

Content Type Templates

内容类型模板

Blog Post Structure

博客文章结构

  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.
  1. 标题 — 清晰、突出利益点，包含primary keyword（SEO优化建议：控制在60字符以内）
  2. 引言（100-150词）—— 用问题、数据、大胆断言或贴近读者的场景吸引注意力。说明文章将涵盖的内容，包含primary keyword。
  3. 正文板块（3-5个板块）—— 每个板块配描述性子标题（H2），子板块用H3。每个板块聚焦一个核心观点，辅以证据、示例或数据支撑。
  4. 结论（75-100词）—— 总结关键要点，强化核心信息，加入行动号召（CTA）。
  5. Meta description — 控制在160字符以内，包含primary keyword，吸引用户点击。

Social Media Post Structure

社交媒体帖结构

  • 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)
  • 钩子 — 第一行抓住读者注意力（问题、大胆陈述、数字）
  • 正文 — 2-4条简洁要点或简短叙事
  • CTA — 明确告知读者下一步行动（评论、点击、分享、标记好友）
  • Hashtags — 3-5个相关话题标签（依平台调整）

Email Newsletter Structure

电子邮件通讯结构

  • 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
  • 主题行 — 50字符以内，引发好奇心或明确传递价值
  • 预览文本 — 补充主题行内容，避免重复
  • 头部/英雄区 — 视觉锚点+一句话价值主张
  • 正文板块 — 2-3个内容模块，每个模块用加粗开头句提升可读性
  • 主CTA — 每封邮件仅设置一个清晰的行动指令
  • 页脚 — 退订链接、公司信息、社交媒体链接

Landing Page Structure

着陆页结构

  • 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
  • 标题 — 10词以内，突出核心利益
  • 副标题 — 补充标题内容，提供背景信息
  • 英雄区 — 标题、副标题、主CTA、配套图片或视频
  • 价值主张 — 3-4个突出利益点的板块，搭配图标或图片
  • 社交证明 — 客户 testimonial、合作品牌logo、数据、案例研究片段
  • 异议处理 — FAQ或信任标识
  • 最终CTA — 重复主行动号召

Press Release Structure

新闻稿结构

  • 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
  • 标题 — 真实、具备新闻价值，控制在80字符以内
  • 副标题 — 可选，补充背景信息
  • 发稿地点日期 — 城市、州、日期
  • 导语段落 — 2-3句话涵盖人物、事件、时间、地点、原因
  • 正文段落 — 补充细节、引述、背景信息
  • 公司简介（Boilerplate） — 标准化的企业描述
  • 媒体联系方式 — 姓名、邮箱、电话

Case Study Structure

案例研究结构

  • 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
  • 标题 — "[客户名称]借助[产品名称]实现[成果]"
  • 快照 — 客户名称、行业、公司规模、使用产品、核心成果（侧边栏或突出显示框）
  • 挑战 — 客户面临的问题
  • 解决方案 — 实施的方案及具体做法
  • 成果 — 可量化的结果，附具体指标
  • 客户引述 — 客户 testimonial
  • CTA — 了解更多、申请演示、查看更多案例研究

Writing Best Practices by Channel

分渠道写作最佳实践

Blog

博客

  • 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
  • 面向广泛受众时采用8年级阅读水平；针对技术受众可适当提升难度
  • 使用短段落（2-4句）
  • 每200-300词设置一个子标题
  • 用项目符号和编号列表拆分文本
  • 每个板块至少包含一个数据点、示例或引述
  • 使用主动语态
  • 每个板块前置关键信息

Social Media

社交媒体

  • 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
  • LinkedIn：专业但不失人情味，分段提升可读性，个人故事和经验分享表现更佳，1300字符为最佳长度（超过会显示“查看更多”）
  • Twitter/X：简洁有力，开头用醒目词汇，用推文串讲述长故事，积极回复互动
  • Instagram：以视觉为核心的文案，用故事性钩子吸引读者，换行提升可读性，话题标签可放在第一条评论或文末
  • Facebook：口语化语气，用问题引导评论，短帖（80字符以内）带链接时互动量更高

Email

电子邮件

  • 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
  • 主题行制造紧迫感、好奇心或明确传递价值
  • 尽可能个性化（姓名、公司、行为）
  • 每封邮件仅设置一个主CTA — 使其视觉上突出
  • 正文文案便于快速阅读：加粗关键短语、短段落、项目符号
  • 全面测试：主题行、发送时间、CTA文案、布局
  • 移动端优先：大多数邮件在移动端阅读

Web (Landing Pages, Product Pages)

网页（着陆页、产品页）

  • 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
  • 先讲利益，再讲功能
  • 使用“你”的口吻 — 直接与读者对话
  • 除非受众预期，否则尽量减少行话
  • 每个板块都要回答读者的“那又怎样？”
  • 降低转化阻力：减少表单字段、明确下一步行动、在CTA附近添加信任标识

SEO Fundamentals for Content

内容SEO基础

Keyword Strategy

关键词策略

  • 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
  • 每篇内容确定1个primary keyword和2-3个secondary keyword
  • 在以下位置使用primary keyword：标题、第一段、一个子标题、Meta description、URL slug
  • 在正文和子标题中自然融入secondary keyword
  • 不要堆砌keyword — 先为人类创作内容

On-Page SEO Checklist

页面内SEO检查清单

  • 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
  • Title tag：60字符以内，包含primary keyword
  • Meta description：160字符以内，包含primary keyword，吸引点击
  • URL slug：简短、描述性强，包含primary keyword
  • H1：每页一个，与Title tag匹配或高度相关
  • H2/H3：描述性强，自然融入secondary keyword
  • 图片alt text：描述性强，相关时包含keyword
  • 内部链接：2-3个指向站内相关内容的链接
  • 外部链接：1-2个指向权威来源的链接

Content-SEO Integration

内容与SEO融合

  • 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
  • 力求全面覆盖主题（搜索引擎青睐深度内容）
  • 回答相关问题（可参考“People Also Ask”获取灵感）
  • 定期更新高表现内容
  • 为特色片段优化内容结构：定义段落、编号列表、表格

Headline and Hook Formulas

标题与钩子公式

Headline Formulas

标题公式

  • 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"
  • How to [achieve result] [without common obstacle] — 示例："How to Double Your Email Open Rates Without Sending More Emails"（无需发送更多邮件，如何将邮件打开率提升一倍）
  • [Number] [adjective] ways to [achieve result] — 示例："7 Proven Ways to Reduce Customer Churn"（7种经验证的降低客户流失率的方法）
  • Why [common belief] is wrong (and what to do instead) — 示例："Why More Content Is Not the Answer (And What to Do Instead)"（为什么“更多内容”不是解决方案（以及该怎么做））
  • The [adjective] guide to [topic] — 示例："The Complete Guide to B2B Content Marketing"（B2B内容营销完整指南）
  • [Do this], not [that] — 示例："Build a Community, Not Just an Audience"（打造社区，而非仅仅积累受众）
  • What [impressive result] taught us about [topic] — 示例："What 10,000 A/B Tests Taught Us About Email Subject Lines"（10000次A/B测试教给我们的邮件主题行技巧）
  • [topic]: what [audience] needs to know in [year] — 示例："SEO: What Marketers Need to Know in 2025"（SEO：2025年营销人员需知的内容）

Hook Formulas (Opening Lines)

钩子公式（开头句）

  • 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."
  • Surprising statistic："73% of marketers say their biggest challenge is not budget — it is focus."（73%的营销人员表示，他们最大的挑战不是预算，而是专注力。）
  • Contrarian statement："The best marketing campaigns start with saying no to most channels."（最优秀的营销活动始于拒绝大多数渠道。）
  • Question："When was the last time a marketing email actually changed what you bought?"（上一次营销邮件真正影响你的购买决策是什么时候？）
  • Scenario："Imagine launching a campaign and knowing, before it goes live, which messages will land."（想象一下，在营销活动上线前，你就知道哪些信息会奏效。）
  • Bold claim："Most landing pages lose half their visitors in the first three seconds."（大多数着陆页在前三秒内会流失一半访客。）
  • Story opening："Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it."（上个季度，我们团队每周要花20小时做报表。以下是我们的解决方法。）

Call-to-Action Best Practices

行动号召（CTA）最佳实践

CTA Principles

CTA原则

  • 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
  • 使用动作动词："Get"、"Start"、"Download"、"Join"、"Try"、"See"
  • 明确告知后续动作："Start your free trial"比"Submit"效果更好
  • 在合理范围内制造紧迫感："已有500个团队在使用，立即加入"或"名额有限"
  • 降低风险："无需信用卡"、"随时可取消"、"14天免费试用"
  • 每页或每封邮件仅设置一个主CTA — 选项过多会降低转化率

CTA Examples by Context

不同场景下的CTA示例

  • 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"
  • 博客文章："阅读我们关于[主题]的完整指南" / "订阅获取每周洞察"
  • 着陆页："开始免费试用" / "申请演示" / "查看定价"
  • 电子邮件："阅读完整故事" / "抢占席位" / "回复告知我们你的想法"
  • 社交媒体："同意的话请留言" / "收藏以备后用" / "链接在简介中"
  • 案例研究："了解[产品]如何为你的团队赋能" / "联系我们的团队"

CTA Placement

CTA放置位置

  • 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
  • 着陆页首屏（不要让用户滚动才能找到行动入口）
  • 电子邮件中先传递价值后放置（不要放在第一句）
  • 博客文章末尾（在获得读者信任后）
  • 内容中上下文相关的位置（例如，提及相关指南时）
  • 长页面底部重复主CTA