draft-content

name	draft-content
description	Draft actual marketing copy — blog posts, social posts (per platform), email newsletters, landing pages, press releases, case studies — with channel-specific formatting, headline/subject options, and CTA guidance. Use whenever the user wants to write, draft, or create a specific piece of marketing content.
compatibility	Designed for Vellum personal assistants — part of the marketing-expert plugin
metadata	{"emoji":"📝","vellum":{"category":"marketing","display-name":"Draft Content","activation-hints":["write / draft / create a blog post, article, or landing page","write a LinkedIn / X / Instagram post","draft an email newsletter or announcement","write a press release or case study","give me headline / subject line options","rewrite this for [platform/audience]"]}}

Produce a publish-ready draft tailored to the format, audience, and brand voice. You write the actual copy — this is the "make the thing" skill, distinct from content-engine (which plans the editorial strategy) and geo-writing (long-form built for AI-engine citation).

Step graph

Step 1: Gather the brief (ask only for what's missing)

• Format — blog post, social post (which platform?), email newsletter, landing page, press release, or case study.
• Topic / angle, audience, and the one goal (clicks, signups, replies, shares, SEO).
• Key points & proof to include (data, quotes, customers), and any must-say / must-avoid.
• Brand voice — if the user has one, run brand-voice to load it; otherwise mirror their existing examples.

Step 2: Apply the format's shape

• Blog: SEO-aware H1 + scannable H2s, lead with the answer, short paragraphs, one CTA. (For deep AI-citation pieces, use geo-writing instead.)
• Social: native to the platform — LinkedIn (hook line + whitespace + 1 CTA), X/thread (tight, 1 idea per post), Instagram (visual-first caption). No cross-posting the same text.
• Email newsletter: subject + preview text, one core idea, skimmable, single primary CTA.
• Landing page: headline (value, not feature) → subhead → proof → benefits → objection handling → CTA.
• Press release: dateline, inverted-pyramid lede, a quote, boilerplate, contact.
• Case study: challenge → solution → quantified results, customer quote, before/after.

Step 3: Write strong hooks

Offer 2–3 headline / subject-line options using proven angles (outcome, how-to, number, contrarian, question). Lead with value; cut throat-clearing.

Step 4: Close with a clear CTA

One primary CTA matched to the goal; make the next step obvious and low-friction.

Step 5: Deliver in the Document Writer (not a wall of text in chat)

For anything longer than a short social post, write the draft into the Document Writer so the user can edit it inline: call document_create with the piece's title to open the editor, then stream the draft in chunks via document_update with mode: "append" (capture the surface_id from document_create and reuse it — don't create a second document). In the chat, leave only the headline/subject options and a one-line note pointing to the document. Short social posts can stay inline.

Then offer: a brand-voice check, repurposing via content-engine, or — for email flows — designing the full sequence with email-sequence.

Match length and tone to the channel and audience; specificity and proof beat adjectives.