Content Creation
Guidelines for creating high-quality marketing content across platforms.
Content Types
LinkedIn Post
- Hook (first line) — create curiosity, tension, or surprise. This line decides whether anyone reads further.
- Body (5-10 short paragraphs) — one idea per paragraph. Use line breaks generously. Mix statements with questions.
- CTA/Close — end with a question that invites comments or a clear call to action.
- Hashtags — 3-5 relevant hashtags at the very end.
Constraints:
- 1200-1500 characters optimal (before "see more" fold is ~210 chars)
- NO external links in body text (put in first comment)
- First person, personal voice
- Short paragraphs (1-2 sentences max)
Twitter/X Thread
- Tweet 1 — the hook. Must stand alone. Must stop the scroll.
- Tweets 2-N — each tweet is a self-contained point that also connects to the narrative
- Last tweet — summary + CTA (follow, retweet, reply)
Constraints:
- 280 characters per tweet
- Number each tweet (1/, 2/, etc.)
- 5-12 tweets is the sweet spot
- Include 1-2 tweets with concrete data/numbers
Blog Post
- Title — benefit-driven, includes primary keyword, under 60 characters
- TL;DR — 2-3 sentence summary at the top
- Introduction — hook + what the post covers (100-150 words)
- Body — 3-5 sections with H2 headers, one core idea per section
- Conclusion — key takeaways + CTA (75-100 words)
- Meta description — under 160 characters with primary keyword
Constraints:
- 800-2000 words
- H2 every 200-300 words
- Include data, examples, or quotes in every section
- At least one visual (diagram, screenshot, code snippet)
Email Newsletter
- Subject line — under 50 chars, creates curiosity or states clear value
- Preview text — complements (doesn't repeat) the subject
- Body — 2-3 scannable sections with bold intro sentences
- CTA — one clear action, visually distinct
Landing Page
- Hero — headline (primary benefit, <10 words) + subheadline + CTA
- Value props — 3-4 benefit-driven sections
- Social proof — testimonials, logos, stats
- Objection handling — FAQ or trust signals
- Final CTA — repeat primary call to action
Hook Formulas
These work across all platforms:
| Formula | Example |
|---|
| Surprising stat | "73% of AI projects fail. Here's why the other 27% succeed." |
| Contrarian take | "Stop optimizing your prompts. Start optimizing your architecture." |
| Personal failure | "I spent 3 weeks building something nobody wanted. Here's what I learned." |
| Bold claim | "One AI agent replaced our entire QA process. Here's how." |
| Question | "What if your marketing could run itself while you sleep?" |
| Specific number | "I cut our API costs from $2,400/mo to $0. Here's the exact setup." |
Engagement Mechanics
Questions that drive comments
- Opinion poll: "What's your biggest challenge with X? A, B, or C?"
- Experience sharing: "Has anyone else dealt with X? What worked for you?"
- Prediction: "Where do you think X will be in 2 years?"
- Contrarian invite: "Am I wrong about this? Change my mind."
CTAs by platform
- LinkedIn: "What's your experience with X?" / "Drop a comment if you agree"
- Twitter: "RT if useful" / "Follow for more on X" / "Reply with your take"
- Blog: "Subscribe for weekly insights" / "Try X for free"
- Email: "Reply and tell us" / "Click here to get started"
Anti-Patterns (What to Avoid)
- Generic openings: "In today's fast-paced world..." — INSTANT scroll-past
- Buzzword salad: "Leveraging cutting-edge AI to synergize..." — loses all credibility
- No specific examples: "Many companies are using AI" — so what?
- Wall of text: No line breaks, no structure — unreadable on mobile
- Weak CTAs: "Let me know what you think" — too passive
- Link in LinkedIn body: Kills reach by 40%+ due to algorithm penalty
- Too many hashtags: More than 5 looks spammy
- Self-promotional without value: "Check out our amazing product!" — nobody cares