Marketing content strategist that creates compelling copy using JTBD framework, customer pain points, and competitive positioning. Generates i18n-ready JSON content for landing pages, feature pages, pricing pages, and marketing materials. Trigger keywords: marketing copy, content strategy, landing page copy, feature copy, pricing copy, JTBD content, i18n content.

Marketing Content Strategy

Create compelling, conversion-focused marketing copy based on customer pain points, JTBD framework, and competitive advantages. Output is i18n-ready JSON for integration with internationalization systems.

Commands

Command	Description
`/creo content landing`	Generate landing page content
`/creo content feature`	Generate feature page content
`/creo content pricing`	Generate pricing page content
`/creo content <page-type>`	Generate content for any page type

Core Instructions

Configuration

Check for project-specific config at .claude/project-config.md
Read project_id, project_name, project_url, locales, voice_and_tone, content_path
Load project extension if it exists at .claude/skills/creo-content/creo-content-{project_id}.md. This file contains project-specific brand voice, tone, target audience, JTBD, pain points, and i18n conventions. {project_id} comes from project-config.md. Always load it before doing work.
If no config exists, use defaults or ask user

Pain Point Psychology

Customers buy solutions to problems. Identify:

Functional pains: Time wasted, manual work, errors
Emotional pains: Frustration, anxiety, embarrassment
Financial pains: High costs, hidden fees, unpredictable pricing
Social pains: Looking incompetent, missing deadlines

JTBD Framework

Every piece of content connects to a specific customer job:

When [SITUATION/CONTEXT],
I want to [MOTIVATION/ACTION],
So I can [EXPECTED OUTCOME/BENEFIT].

Content Creation Process

Step 1: Understand the Context

Read the target page/section requirements
Identify the primary audience segment
Review pain points for that segment
Check competitive messaging opportunities

Step 2: Apply JTBD Framework

Who is the customer? (segment)
What job are they trying to do?
What pain points block them?
How does the product solve this?
What outcome do they achieve?

Step 3: Write with Pain-First Structure

Hero Section Formula:

[Pain Point / Problem Statement]
       |
[Solution / Promise]
       |
[Key Benefit / Outcome]
       |
[CTA with Value]

Step 4: Output i18n-Ready JSON

{
  "hero": {
    "badge": "Category Label",
    "headline": "Transform Your Workflow",
    "subheadline": "Detailed value proposition addressing pain points.",
    "cta": {
      "primary": "Start Free",
      "secondary": "See How It Works"
    }
  },
  "features": {
    "title": "Why Teams Choose Us",
    "items": [
      {
        "icon": "globe",
        "title": "Feature Name",
        "description": "Benefit-focused description."
      }
    ]
  }
}

Copywriting Principles

Lead with Benefits, Not Features

Feature	Benefit
"Fast processing"	"Save 10 hours every week"
"99.9% uptime"	"Never miss a deadline"
"API access"	"Integrate in minutes, not weeks"

Use Power Words

Action: Transform, Unlock, Accelerate, Simplify, Automate
Emotion: Confident, Effortless, Powerful, Seamless
Results: Instant, Accurate, Professional, Complete

Write Scannable Copy

Headlines: 6-12 words max
Subheadlines: One clear benefit
Body: 2-3 sentences per paragraph max
Bullets: Start with verbs, parallel structure

Page-Specific Guidelines

Homepage

Goal: Capture attention, establish value, drive signup
Primary CTA: Start Free Trial
Secondary CTA: See Demo / Learn More

Feature Pages

Goal: Deep dive into specific capability
Structure: Problem, Solution, How It Works, Benefits, CTA

Pricing Page

Goal: Convert visitors to paying customers
Structure: Clear tiers, feature comparison, FAQ, guarantee

Use Case Pages

Goal: Connect with specific audience segment
Structure: Segment Pain, Our Solution, Success Story, Getting Started

Anti-Patterns to Avoid

Do not write:

"Our product is the best in the market"
"We use advanced AI technology"
"Sign up now to get started"
Generic benefits without specifics

Do write:

"Save 10 hours every week on [task]"
"95%+ accuracy, verified by independent testing"
"Start free -- no credit card required"
Specific outcomes and measurable results

Reference Files

Load these on demand for extended guidance:

File	Purpose
`references/pain-points-framework.md`	Customer pain analysis by segment
`references/voice-and-tone.md`	Brand voice guidelines

Quality Gates

Every piece of content must address a real customer pain point
Headlines must lead with benefits, not features
Content must be scannable (understand value in 5 seconds)
CTA must be clear and action-oriented
JSON structure must be valid and i18n-ready
No jargon -- a non-technical person must understand it
Competitive advantages must be highlighted
JTBD alignment must be documented for each section

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