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

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

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

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"

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]"

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

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

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

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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Need Skill

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