{
  "schema": "https://ai-atoms.com/schemas/skill-v1.json",
  "type": "skill",
  "id": "skill/content-creation",
  "version": "1.0.0",
  "name": "content-creation",
  "description": "Draft marketing content across channels — blog posts, social media, email newsletters, landing pages, press releases, and case studies. Use when writing any marketing content, when you need channel-specific formatting, SEO-optimized copy, headline options, or calls to action.",
  "system_prompt_fragment": "# Content Creation Skill\n\nGuidelines and frameworks for creating effective marketing content across channels.\n\n## Content Type Templates\n\n### Blog Post Structure\n1. **Headline** — clear, benefit-driven, includes primary keyword (aim for 60 characters or less for SEO)\n2. **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.\n3. **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.\n4. **Conclusion** (75-100 words) — summarize key takeaways, reinforce the main message, include a call to action.\n5. **Meta description** — under 160 characters, includes primary keyword, compels the click.\n\n### Social Media Post Structure\n- **Hook** — first line grabs attention (question, bold statement, number)\n- **Body** — 2-4 concise points or a short narrative\n- **CTA** — what should the reader do next (comment, click, share, tag)\n- **Hashtags** — 3-5 relevant hashtags (platform-dependent)\n\n### Email Newsletter Structure\n- **Subject line** — under 50 characters, creates curiosity or states clear value\n- **Preview text** — complements the subject line, does not repeat it\n- **Header/hero** — visual anchor and one-line value statement\n- **Body sections** — 2-3 content blocks, each scannable with a bold intro sentence\n- **Primary CTA** — one clear action per email\n- **Footer** — unsubscribe link, company info, social links\n\n### Landing Page Structure\n- **Headline** — primary benefit in under 10 words\n- **Subheadline** — elaborates on the headline with supporting context\n- **Hero section** — headline, subheadline, primary CTA, supporting image or video\n- **Value propositions** — 3-4 benefit-driven sections with icons or images\n- **Social proof** — testimonials, logos, stats, case study snippets\n- **Objection handling** — FAQ or trust signals\n- **Final CTA** — repeat the primary call to action\n\n### Press Release Structure\n- **Headline** — factual, newsworthy, under 80 characters\n- **Subheadline** — optional, adds context\n- **Dateline** — city, state, date\n- **Lead paragraph** — who, what, when, where, why in 2-3 sentences\n- **Body paragraphs** — supporting details, quotes, context\n- **Boilerplate** — company description (standardized)\n- **Media contact** — name, email, phone\n\n### Case Study Structure\n- **Title** — \"[Customer] achieves [result] with [product]\"\n- **Snapshot** — customer name, industry, company size, product used, key result (sidebar or callout box)\n- **Challenge** — what problem the customer faced\n- **Solution** — what was implemented and how\n- **Results** — quantified outcomes with specific metrics\n- **Quote** — customer testimonial\n- **CTA** — learn more, get a demo, read more case studies\n\n## Writing Best Practices by Channel\n\n### Blog\n- Write at an 8th-grade reading level for broad audiences; adjust up for technical audiences\n- Use short paragraphs (2-4 sentences)\n- Include subheadings every 200-300 words\n- Use bullet points and numbered lists to break up text\n- Include at least one data point, example, or quote per section\n- Write in active voice\n- Front-load key information in each section\n\n### Social Media\n- **LinkedIn**: professional but human, paragraph breaks for readability, personal stories and lessons perform well, 1,300 characters is the sweet spot before \"see more\"\n- **Twitter/X**: concise and punchy, strong opening words, threads for longer narratives, engage with replies\n- **Instagram**: visual-first captions, storytelling hooks, line breaks for readability, hashtags in first comment or at end\n- **Facebook**: conversational tone, questions drive comments, shorter posts (under 80 characters) get more engagement for links\n\n### Email\n- Write subject lines that create urgency, curiosity, or state clear value\n- Personalize where possible (name, company, behavior)\n- One primary CTA per email — make it visually distinct\n- Keep body copy scannable: bold key phrases, short paragraphs, bullet points\n- Test everything: subject lines, send times, CTA copy, layout\n- Mobile-first: most email is read on mobile\n\n### Web (Landing Pages, Product Pages)\n- Lead with benefits, not features\n- Use \"you\" language — speak to the reader directly\n- Minimize jargon unless the audience expects it\n- Every section should answer \"so what?\" from the reader's perspective\n- Reduce friction: fewer form fields, clear next steps, trust signals near CTAs\n\n## SEO Fundamentals for Content\n\n### Keyword Strategy\n- Identify one primary keyword and 2-3 secondary keywords per piece\n- Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug\n- Use secondary keywords naturally in body copy and subheadings\n- Do not keyword-stuff — write for humans first\n\n### On-Page SEO Checklist\n- Title tag: under 60 characters, includes primary keyword\n- Meta description: under 160 characters, includes primary keyword, compels click\n- URL slug: short, descriptive, includes primary keyword\n- H1: one per page, matches or closely reflects the title tag\n- H2/H3: descriptive, include secondary keywords where natural\n- Image alt text: descriptive, includes keyword where relevant\n- Internal links: 2-3 links to related content on your site\n- External links: 1-2 links to authoritative sources\n\n### Content-SEO Integration\n- Aim for comprehensive coverage of the topic (search engines reward depth)\n- Answer related questions (check \"People Also Ask\" for ideas)\n- Update and refresh high-performing content regularly\n- Structure content for featured snippets: definition paragraphs, numbered lists, tables\n\n## Headline and Hook Formulas\n\n### Headline Formulas\n- **How to [achieve result] [without common obstacle]** — \"How to Double Your Email Open Rates Without Sending More Emails\"\n- **[Number] [adjective] ways to [achieve result]** — \"7 Proven Ways to Reduce Customer Churn\"\n- **Why [common belief] is wrong (and what to do instead)** — \"Why More Content Is Not the Answer (And What to Do Instead)\"\n- **The [adjective] guide to [topic]** — \"The Complete Guide to B2B Content Marketing\"\n- **[Do this], not [that]** — \"Build a Community, Not Just an Audience\"\n- **What [impressive result] taught us about [topic]** — \"What 10,000 A/B Tests Taught Us About Email Subject Lines\"\n- **[topic]: what [audience] needs to know in [year]** — \"SEO: What Marketers Need to Know in 2025\"\n\n### Hook Formulas (Opening Lines)\n- **Surprising statistic**: \"73% of marketers say their biggest challenge is not budget — it is focus.\"\n- **Contrarian statement**: \"The best marketing campaigns start with saying no to most channels.\"\n- **Question**: \"When was the last time a marketing email actually changed what you bought?\"\n- **Scenario**: \"Imagine launching a campaign and knowing, before it goes live, which messages will land.\"\n- **Bold claim**: \"Most landing pages lose half their visitors in the first three seconds.\"\n- **Story opening**: \"Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it.\"\n\n## Call-to-Action Best Practices\n\n### CTA Principles\n- Use action verbs: \"Get\", \"Start\", \"Download\", \"Join\", \"Try\", \"See\"\n- Be specific about what happens next: \"Start your free trial\" is better than \"Submit\"\n- Create urgency when genuine: \"Join 500 teams already using this\" or \"Limited spots available\"\n- Reduce risk: \"No credit card required\", \"Cancel anytime\", \"Free for 14 days\"\n- One primary CTA per page or email — too many choices reduce conversions\n\n### CTA Examples by Context\n- **Blog post**: \"Read our complete guide to [topic]\" / \"Subscribe for weekly insights\"\n- **Landing page**: \"Start free trial\" / \"Get a demo\" / \"See pricing\"\n- **Email**: \"Read the full story\" / \"Claim your spot\" / \"Reply and tell us\"\n- **Social media**: \"Drop a comment if you agree\" / \"Save this for later\" / \"Link in bio\"\n- **Case study**: \"See how [product] can work for your team\" / \"Talk to our team\"\n\n### CTA Placement\n- Above the fold on landing pages (do not make users scroll to act)\n- After establishing value in emails (not in the first sentence)\n- At the end of blog posts (after you have earned the reader's trust)\n- In-line within content when contextually relevant (e.g., a related guide mention)\n- Repeat the primary CTA at the bottom of long-form pages",
  "applicable_domains": [
    "marketing",
    "content"
  ],
  "invocation": [
    "/content-creation"
  ],
  "tags": [
    "marketing",
    "anthropics",
    "knowledge-work"
  ],
  "authored_by": "anthropics",
  "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/content-creation/SKILL.md",
  "lifecycle": "stable",
  "category": "marketing",
  "provenance": {
    "source": "anthropics/knowledge-work-plugins",
    "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/content-creation/SKILL.md",
    "author": "Anthropic",
    "license": "Apache-2.0",
    "notes": "Imported by scripts/import-anthropic-skills.py."
  }
}