Content Marketing

---
name: content-marketing
description: Content STRATEGY: research, planning, editorial calendar, distribution, repurposing, and measurement (includes copy frameworks as reference). For drafting the actual conversion copy, use the copywriting skill.
allowed-tools: Read, Glob, Grep
---

# Content Marketing

> Master the art of creating compelling content that drives engagement and conversions.

---

## Before Starting — Product Marketing Context

If `.agents/product-marketing.md` exists (the shared positioning / ICP / voice doc created by the `product-marketing` skill), read it first and skip anything it already answers. If it doesn't exist, just proceed and gather what you need inline — it's an optional convenience, not a requirement.

## 1. Content Strategy Framework

| Phase | Focus | Deliverables |
|-------|-------|--------------|
| **Research** | Audience, competitors, keywords | Persona docs, gap analysis |
| **Planning** | Topics, formats, calendar | Content roadmap |
| **Creation** | Writing, design, optimization | Content assets |
| **Distribution** | Channels, promotion, amplification | Distribution plan |
| **Analysis** | Metrics, feedback, iteration | Performance reports |

---

## 2. Content Types Matrix

| Type | Best For | Effort | Lifespan |
|------|----------|--------|----------|
| **Blog Posts** | SEO, thought leadership | Medium | Long |
| **Social Posts** | Engagement, awareness | Low | Short |
| **Videos** | Tutorials, stories | High | Long |
| **Infographics** | Data visualization | Medium | Long |
| **Podcasts** | Deep dives, interviews | Medium | Long |
| **Case Studies** | Social proof, sales | High | Long |
| **Newsletters** | Nurturing, retention | Medium | Short |
| **Whitepapers** | Lead gen, authority | High | Medium |

---

## 3. Copywriting Frameworks

### AIDA Formula

| Stage | Purpose | Example |
|-------|---------|---------|
| **Attention** | Hook the reader | Bold headline, shocking stat |
| **Interest** | Build curiosity | Story, pain points |
| **Desire** | Create want | Benefits, social proof |
| **Action** | Drive behavior | Clear CTA |

### PAS Formula

| Stage | Purpose |
|-------|---------|
| **Problem** | Identify the pain |
| **Agitate** | Make it worse |
| **Solution** | Present your answer |

### BAB Formula

| Stage | Purpose |
|-------|---------|
| **Before** | Current painful state |
| **After** | Desired future state |
| **Bridge** | How to get there |

### 4 U's Headline Formula

| Element | Check |
|---------|-------|
| **Useful** | Does it help? |
| **Urgent** | Is there FOMO? |
| **Ultra-specific** | Is it clear? |
| **Unique** | Is it different? |

---

## 4. Storytelling Techniques

### Hero's Journey (Simplified)

| Stage | Marketing Application |
|-------|----------------------|
| **Ordinary World** | Customer's current state |
| **Call to Adventure** | Problem/opportunity discovered |
| **Challenges** | Obstacles without solution |
| **Guide Appears** | Your brand enters |
| **Transformation** | Using your solution |
| **New Normal** | Improved state |

### Story Elements

| Element | Purpose |
|---------|---------|
| **Character** | Relatable protagonist (customer) |
| **Conflict** | Problem to overcome |
| **Resolution** | Your solution |
| **Emotion** | Feeling to evoke |

---

## 5. Content Calendar Best Practices

### Planning Horizon

| Timeframe | Focus |
|-----------|-------|
| **Quarterly** | Themes, campaigns, big rocks |
| **Monthly** | Specific topics, assignments |
| **Weekly** | Production, publishing |
| **Daily** | Social, engagement |

### Content Mix (70-20-10 Rule)

| % | Type | Purpose |
|---|------|---------|
| **70%** | Core content | Proven topics, consistent value |
| **20%** | Evolution | Testing new formats/topics |
| **10%** | Experimental | Wild ideas, innovation |

---

## 6. Content Optimization

### SEO Checklist

| Element | Best Practice |
|---------|---------------|
| **Title** | Keyword front, 50-60 chars |
| **Meta description** | Compelling, 150-160 chars |
| **Headers** | H1 once, logical hierarchy |
| **Internal links** | 3-5 relevant links |
| **Images** | Alt text, compressed |
| **URL** | Short, keyword included |

### Readability

| Factor | Target |
|--------|--------|
| **Flesch score** | 60-70 (easy reading) |
| **Sentence length** | 15-20 words avg |
| **Paragraph length** | 3-4 sentences max |
| **Subheadings** | Every 300 words |

---

## 7. Content Repurposing

### One to Many Strategy

| Source | Derivatives |
|--------|-------------|
| **Long-form blog** | Social posts, threads, carousel |
| **Podcast** | Blog, quotes, audiograms |
| **Webinar** | Short videos, blog, slides |
| **Research** | Infographic, data posts |
| **Case study** | Testimonials, social proof |

---

## 8. Content Metrics

### Awareness Metrics

| Metric | Measures |
|--------|----------|
| **Pageviews** | Reach |
| **Unique visitors** | Audience size |
| **Impressions** | Visibility |
| **Share of voice** | Market presence |

### Engagement Metrics

| Metric | Measures |
|--------|----------|
| **Time on page** | Content quality |
| **Bounce rate** | Relevance |
| **Scroll depth** | Engagement |
| **Comments/shares** | Resonance |

### Conversion Metrics

| Metric | Measures |
|--------|----------|
| **CTR** | Interest |
| **Leads generated** | Effectiveness |
| **Cost per lead** | Efficiency |
| **Content ROI** | Business value |

---

## 9. AI-Assisted Content Guidelines

### Do's ✅

| Practice | Reason |
|----------|--------|
| Use AI for research | Speed, breadth |
| AI-assisted outlines | Structure, efficiency |
| Edit AI drafts heavily | Human quality |
| Add personal insights | Authenticity |
| Fact-check everything | Accuracy |

### Don'ts ❌

| Practice | Reason |
|----------|--------|
| Publish raw AI content | Quality, trust |
| Skip human review | Errors, tone |
| Ignore brand voice | Consistency |
| Fabricate quotes/data | Credibility |

---

> **Remember:** Great content is built on deep understanding of your audience. Research first, create second, optimize always.

## Templates

- `templates/content-calendar.md` — a 30-day content calendar (pillar mix, weekly structure, repurposing workflow) to fill in.

## Vietnamese (vi-VN) output

> If you are producing Vietnamese content and the `aak-vietnamese` plugin is enabled, invoke its `vietnamese-*` skills for language correctness (register/pronouns, advertising-law linting, NFC Unicode, ICU plural, VND/date/phone formatting) before finalizing. If it is not enabled, proceed normally.

---

## Reference guides

Additional depth for this skill (load on demand):
- `references/content-pillars.md`
- `references/content-distribution.md` — the "distribute" half of content strategy: Create Once Distribute Twice, the ORB (Own/Rent/Borrow) funnel, the ownership paradox, platform half-lives, the Content Distribution Flywheel, and a per-flagship atomization checklist.
- `references/ideation-and-prioritization.md` — where content ideas come from (keyword data, call transcripts, surveys, forums, competitor analysis, sales/support input), a weighted 4-factor scoring model for prioritizing them, and the link-earning-formats table.