Content Creation & Marketing

Unified skill for creating and distributing high-converting B2B content across channels.

When to Use

• Writing blog posts, LinkedIn posts, case studies
• Creating video scripts or webinar content
• Developing email nurture sequences
• Repurposing content across formats
• Planning content distribution

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Part 1: LinkedIn Content

Post Formats That Work

The Hook + Story + Lesson

[Provocative hook - 1 line]

[Story - 3-5 lines]

[Lesson/takeaway - 2-3 lines]

[Call to action or question]

The List Post

[Number] things I learned about [topic]:

1. [Point] - [One line explanation]
2. [Point] - [One line explanation]
...

Which resonates most with you?

The Contrarian Take

Unpopular opinion: [Contrarian statement]

Here's why:

[3-4 supporting points]

Agree or disagree?

Sharing a Win

We just [achievement].

Here's what made the difference:

→ [Key factor 1]
→ [Key factor 2]
→ [Key factor 3]

The biggest lesson: [Insight]

What's working for you lately?

LinkedIn Best Practices

Element	Guideline
Frequency	3-5x per week
Best times	7-8am, 12pm, 5-6pm (local)
Best days	Tuesday-Thursday
First line	Hook (shows in preview)
Formatting	Use line breaks liberally, 1-2 sentences per paragraph
Engagement	Reply to every comment within 1 hour
Hashtags	3-5 max, end of post, mix broad/niche/industry

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Part 2: Blog Content

Blog Post Structure

## [Title - Include primary keyword]

**Meta description**: [150-160 chars with keyword]

### Introduction (100-150 words)
- Hook: Start with pain point or surprising stat
- Context: Why this matters now
- Promise: What reader will learn

### Section 1: [H2 with keyword variation]
- Key point
- Supporting evidence
- Example or data

### Section 2: [H2]
- Key point
- Supporting evidence

### Conclusion
- Summarize key points
- Call to action

**Word count target**: 1,500-2,500 for SEO

SEO Checklist

• Primary keyword in title (front-loaded)
• Primary keyword in URL slug
• Primary keyword in first 100 words
• Primary keyword in H1
• Secondary keywords in H2s
• Meta description (150-160 chars)
• Image alt text with keywords
• Internal links (2-3)
• External links (1-2 authoritative)
• Answers search intent
• Better than top 3 results

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Part 3: Case Studies

Structure

# [Customer Name]: [Headline Result]

## The Challenge
- Company background (1-2 sentences)
- Situation before (pain points)
- Why they needed to change

## The Solution
- Why they chose us
- Implementation overview
- Key features/services used

## The Results
- Quantified outcomes (3-5 metrics)
- Qualitative improvements
- Timeline to results

## Customer Quote
> "[Compelling testimonial]"
> — [Name], [Title] at [Company]

## Key Takeaways
1. [Lesson others can apply]
2. [Lesson others can apply]

Metrics That Convert

Category	Examples
Revenue	"Increased revenue by X%"
Efficiency	"Saved X hours per week"
Performance	"Improved conversion by X%"
Scale	"Scaled from X to Y users"

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Part 4: Video Scripts

Script Structure

## [Video Title]
**Length**: [Target duration]
**Goal**: [What viewer should do/learn]

### HOOK (0:00-0:15)
[Attention-grabbing opening - question, stat, or bold claim]

### INTRO (0:15-0:30)
"Hey, I'm [Name]. Today I'm going to show you [promise]"

### MAIN CONTENT
**Point 1** (0:30-2:00)
[Key insight + example]

**Point 2** (2:00-3:30)
[Key insight + example]

**Point 3** (3:30-5:00)
[Key insight + example]

### CTA (5:00-5:30)
"If this was helpful, [subscribe/follow/download].
Next video, I'll cover [teaser]"

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Part 5: Email Sequences

Sequence Types

Type	Goal	Length
Welcome	Onboard, build trust	3-5 emails
Nurture	Educate, warm up	5-10 emails
Re-engagement	Win back inactive	3-5 emails

Email Formula

[Subject Line - Specific benefit or curiosity]

[Personal opener]

[Body - 1 pain point + 1 solution + 1 CTA]

[P.S. - Optional second CTA or social proof]

Best Practices

• Personalize with recipient name/company
• One clear CTA per email
• Write short paragraphs (2-3 sentences)
• Use bullet points for scannability
• Test subject lines with A/B testing

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Part 6: Content Repurposing

One Piece → Many Formats

Original: Long-form blog post (2000 words)
           ↓
├── LinkedIn carousel (10 slides)
├── Twitter/X thread (10 tweets)
├── Email newsletter summary
├── Short-form video script (2 min)
├── Podcast talking points
├── Infographic
└── Quote graphics (5-10)

Repurposing Checklist

• Extract 3-5 key points
• Create quote graphics for each
• Write thread version (10 tweets)
• Design carousel (8-10 slides)
• Record short video (60-90 sec)
• Send newsletter adaptation

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Part 7: Content Distribution

Channel Selection Matrix

Channel	Best For	Content Types
LinkedIn	B2B, thought leadership	Posts, articles, carousels
Twitter/X	Tech, news, real-time	Threads, quick takes
Blog	SEO, long-form	Articles, guides
Newsletter	Retention, authority	Curated content, updates
YouTube	Deep dives, demos	Tutorials, webinars

Distribution Checklist

• Schedule for optimal times per platform
• Prepare 3-5 relevant hashtags
• Write platform-specific variations
• Create visual assets (images, graphics)
• Plan engagement responses
• Set up tracking/UTMs

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Quick Reference

Content Type	Goal	Funnel Stage	Effort
LinkedIn post	Engagement	Top	Low
Blog post	SEO, awareness	Top	Low
Case study	Social proof	Mid	Medium
Whitepaper	Lead gen	Mid	High
Video	Engagement	All	Medium
Webinar	Demand gen	Mid-Bottom	High
Email sequence	Nurture	All	Medium

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Related Skills

Need	Skill
Strategic planning	content-strategy-and-planning
Brief creation	content-brief
SEO optimization	content-optimizer
AI search optimization	content-research
Technical writing	technical-blog-writing
Newsletter creation	newsletter