content-creation
跨管道起草部落格、社群、電子報等行銷內容的結構與寫作準則
中文翻譯
--- name: content-creation description: 跨管道起草行銷內容：部落格文章、社群媒體、電子報、landing page、新聞稿和案例研究。用在撰寫任何行銷內容、需要依管道調整格式、SEO 最佳化文案、標題選項或行動呼籲（CTA）的時候。 user-invocable: false --- # 內容創作 Skill 跨管道製作有效行銷內容的準則與框架。 ## 內容類型範本 ### 部落格文章結構 1. **標題**：清楚、以效益為導向、包含主要關鍵字（為了 SEO，盡量 60 個字元以內） 2. **前言**（100-150 字）：用問題、統計數字、大膽宣稱或貼近生活的情境抓住讀者。說明這篇文章會涵蓋什麼。包含主要關鍵字。 3. **內文段落**（3-5 段）：每段都有描述性的小標（H2）。小節用 H3。每段一個核心概念，搭配佐證、範例或數據。 4. **結論**（75-100 字）：總結重點，強化主要訊息，加入行動呼籲。 5. **Meta description**：160 字元以內，包含主要關鍵字，讓人想點進來。 ### 社群媒體貼文結構 - **Hook**：第一行抓住注意力（問題、大膽的陳述、數字） - **內文**：2-4 個簡潔的重點，或一小段敘事 - **CTA**：讀者接下來該做什麼（留言、點擊、分享、標記） - **Hashtag**：3-5 個相關的 hashtag（依平台而定） ### 電子報結構 - **主旨**：50 字元以內，製造好奇心或直接說明明確的價值 - **預覽文字**：補充主旨，不要重複 - **標頭／主視覺**：視覺錨點加上一句價值說明 - **內文段落**：2-3 個內容區塊，每塊開頭用粗體的一句話，方便快速瀏覽 - **主要 CTA**：每封信只放一個明確的行動 - **頁尾**：取消訂閱連結、公司資訊、社群連結 ### Landing Page 結構 - **標題**：用 10 個字以內講出主要效益 - **副標題**：用輔助背景補充標題 - **主視覺區**：標題、副標題、主要 CTA、輔助圖片或影片 - **價值主張**：3-4 個以效益為導向的區塊，搭配圖示或圖片 - **社會證明**：客戶見證、logo、統計數字、案例研究片段 - **異議處理**：FAQ 或信任訊號 - **最後的 CTA**：重複主要的行動呼籲 ### 新聞稿結構 - **標題**：陳述事實、有新聞價值、80 字元以內 - **副標題**：選填，補充背景 - **電頭（Dateline）**：城市、州、日期 - **導言段**：用 2-3 句講完誰、什麼、何時、何地、為什麼 - **內文段落**：輔助細節、引言、背景 - **公司簡介（Boilerplate）**：公司描述（標準化） - **媒體聯絡人**：姓名、email、電話 ### 案例研究結構 - **標題**：「[客戶] 用 [產品] 達成 [成果]」 - **快照**：客戶名稱、產業、公司規模、使用的產品、關鍵成果（側欄或醒目方塊） - **挑戰**：客戶面對什麼問題 - **解決方案**：實作了什麼、怎麼做的 - **成果**：用具體指標量化的結果 - **引言**：客戶見證 - **CTA**：了解更多、預約 demo、閱讀更多案例研究 ## 各管道的寫作最佳實務 ### 部落格 - 面向一般大眾時，用國中二年級（8th-grade）的閱讀程度來寫；技術性受眾可以往上調 - 用短段落（2-4 句） - 每 200-300 字放一個小標 - 用項目符號和編號清單把文字切開 - 每段至少放一個數據、範例或引言 - 用主動語態 - 每一段把關鍵資訊放前面 ### 社群媒體 - **LinkedIn**：專業但有人味，分段方便閱讀，個人故事和心得成效不錯，1,300 字元是「see more」之前的甜蜜點 - **Twitter/X**：簡潔有力，開頭用字要強，較長的敘事用串文（thread），要回覆互動 - **Instagram**：以視覺為主的文案，說故事的 hook，換行方便閱讀，hashtag 放在第一則留言或結尾 - **Facebook**：口語的語氣，提問能帶來留言，較短的貼文（80 字元以內）放連結時互動較高 ### 電子郵件 - 主旨要製造急迫感、好奇心，或直接說明明確的價值 - 盡量個人化（姓名、公司、行為） - 每封信一個主要 CTA，讓它在視覺上很突出 - 內文要方便快速瀏覽：關鍵詞用粗體、短段落、項目符號 - 什麼都要測試：主旨、發送時間、CTA 文案、版面 - 行動裝置優先：大部分的信是在手機上讀的 ### 網頁（Landing Page、產品頁） - 先講效益，不要先講功能 - 用「你」的口吻，直接對讀者說話 - 除非受眾習慣，否則盡量少用術語 - 每個段落都要能回答讀者角度的「所以呢？」 - 降低阻力：表單欄位少一點、下一步要清楚、CTA 附近放信任訊號 ## 內容的 SEO 基礎 ### 關鍵字策略 - 每篇內容找一個主要關鍵字和 2-3 個次要關鍵字 - 主要關鍵字要用在：標題、第一段、一個小標、meta description、URL slug - 次要關鍵字自然地放在內文和小標裡 - 不要堆砌關鍵字，先為人而寫 ### 頁面 SEO 檢查清單 - Title tag：60 字元以內，包含主要關鍵字 - Meta description：160 字元以內，包含主要關鍵字，讓人想點擊 - URL slug：簡短、有描述性、包含主要關鍵字 - H1：每頁一個，和 title tag 相同或高度相近 - H2/H3：有描述性，自然的話放進次要關鍵字 - 圖片 alt 文字：有描述性，相關的話放進關鍵字 - 內部連結：2-3 個連到站上相關內容 - 外部連結：1-2 個連到權威來源 ### 內容與 SEO 的整合 - 盡量完整涵蓋主題（搜尋引擎獎勵深度） - 回答相關問題（可以看「大家也問了」找靈感） - 定期更新並刷新表現好的內容 - 為精選摘要（featured snippet）調整結構：定義段落、編號清單、表格 ## 標題與 Hook 公式 ### 標題公式 - **如何 [達成成果] [不必遇到常見障礙]**：「How to Double Your Email Open Rates Without Sending More Emails」 - **[數字] 個 [形容詞] 的方法來 [達成成果]**：「7 Proven Ways to Reduce Customer Churn」 - **為什麼 [普遍認知] 是錯的（以及該怎麼做）**：「Why More Content Is Not the Answer (And What to Do Instead)」 - **[形容詞] 的 [主題] 指南**：「The Complete Guide to B2B Content Marketing」 - **[做這個]，不要 [做那個]**：「Build a Community, Not Just an Audience」 - **[亮眼成果] 教會我們的 [主題]**：「What 10,000 A/B Tests Taught Us About Email Subject Lines」 - **[主題]：[受眾] 在 [年份] 需要知道的事**：「SEO: What Marketers Need to Know in 2025」 ### Hook 公式（開頭第一句） - **令人意外的統計數字**：「73% of marketers say their biggest challenge is not budget — it is focus.」 - **反向的陳述**：「The best marketing campaigns start with saying no to most channels.」 - **問題**：「When was the last time a marketing email actually changed what you bought?」 - **情境**：「Imagine launching a campaign and knowing, before it goes live, which messages will land.」 - **大膽宣稱**：「Most landing pages lose half their visitors in the first three seconds.」 - **故事開場**：「Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it.」 ## 行動呼籲（CTA）最佳實務 ### CTA 原則 - 用動作動詞：「Get」「Start」「Download」「Join」「Try」「See」 - 具體說明接下來會發生什麼：「Start your free trial」比「Submit」好 - 真的有急迫性時才製造急迫感：「Join 500 teams already using this」或「Limited spots available」 - 降低風險：「No credit card required」「Cancel anytime」「Free for 14 days」 - 每個頁面或每封信只放一個主要 CTA：選擇太多會降低轉換 ### 各情境的 CTA 範例 - **部落格文章**：「Read our complete guide to [topic]」／「Subscribe for weekly insights」 - **Landing page**：「Start free trial」／「Get a demo」／「See pricing」 - **電子郵件**：「Read the full story」／「Claim your spot」／「Reply and tell us」 - **社群媒體**：「Drop a comment if you agree」／「Save this for later」／「Link in bio」 - **案例研究**：「See how [product] can work for your team」／「Talk to our team」 ### CTA 的位置 - Landing page 放在首屏（不要讓使用者捲動才能行動） - 電子郵件放在說明完價值之後（不是第一句話） - 部落格文章放在結尾（等你贏得讀者信任之後） - 內容裡適合的脈絡時，可以放在行內（例如提到相關指南時） - 長篇頁面的底部要重複主要 CTA
英文原文
--- 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. user-invocable: false --- # 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