content-strategy

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• SKILL.md

SKILL.md (first lines)

# Content Strategy — MMA Standards

## When to Use
Use this skill for strategic content planning — what to create, for whom, when, and where. For drafting individual pieces, use the `content-draft` skill instead.

## MMA Content Pillars

All MMA content ties back to the organization's core value: **evidence-based marketing that drives measurable business growth.** Content should map to one or more of these pillars:

| Pillar | Think Tank | Key Proof Points |
|--------|-----------|-----------------|
| Measurement & Attribution | MATT | Wave 10 State of M&A, MMQS, Channel Measurement Score, Ladder of Incrementality |
| AI in Marketing | ALTT | CAP +160% lift, AURA +24% lift, A3 agentic creative, RAIL governance frameworks, DAM 9,300+ registrations |
| Marketing Org Design | MOSTT | 1% capability fit = +2.5% YoY revenue, MarCaps, Modern Marketing Value Proposition |
| Data & Customer Experience | DATT | Data Maturity Assessment, CX Maturity Benchmarking, State of Data Privacy |
| Brand & Growth | MATT (BaP/MMGF) | Brand favorables 6x activation, MMGF +50% ROAS, Financial Integration Formula |

## Strategy Development Process

### 1. Define the Initiative
Clarify the program, project, or campaign this strategy supports:
- **Parent program:** Which think tank, lab, event, or initiative?
- **Objective:** Awareness, engagement, lead generation, member retention, recruitment?
- **Audience segments:** CMOs, practitioners, prospects, members, sponsors, media?
- **Timeline:** Campaign window, key dates, dependencies

### 2. Audit Existing Content
Before creating new content, identify what already exists:
- Check SharePoint for existing materials (use `sharepoint-find` skill)
- Review recent Slack activity in relevant channels
- Check Asana for related projects and deliverables
- Identify gaps in the current content library

### 3. Build the Content Plan

#### Audience-Content Matrix
Map each audience segment to content types and channels:

| Audience | Content Types | Channels | Cadence |
|----------|--------------|----------|---------|
| CMOs / Board members | Executive briefs, research previews, thought leadership | Email, CCS/CATS events, LinkedIn | Monthly |
| Marketing practitioners | How-to guides, lab results, case studies, webinars | Blog, newsletter, DAM, Slack | Bi-weekly |
| Prospects / Non-members | Gated research, event highlights, proof points | LinkedIn, email sequences, website | Weekly during campaigns |
| Sponsors / Partners | Impact reports, audience data, co-marketing opps | Direct outreach, one-pagers | Per event cycle |
| Media | Press releases, research previews, expert quotes | PR outreach, newsroom | As needed |

#### Editorial Calendar Structure
Organize by quarter aligned to MMA's event calendar:

| Quarter | Anchor Events | Content Themes |
|---------|--------------|----------------|
| Q1 | AIPOSSIBLE, Think Marketing Intelligence, AI Great Debates | AI readiness, measurement trends, year-ahead priorities |
| Q2 | POSSIBLE, MMA CONNECT (Cannes), SMARTIES open | Lab results, research reveals, innovation awards |
| Q3 | CCS, SMARTIES deadline, CATS | Executive insights, org transformation, AI adoption |
| Q4 | Regional NEXT! events, year-end reports | Year in review, benchmarks, planning for next year |

### 4. Content Sequencing
For any major release (research report, lab results, event), plan a sequenced rollout:

1. **Teaser** (2-3 weeks before) — social posts, email preview, Slack announcement
2. **Launch** (release day) — blog post, press release, email blast, social campaign
3. **Deep dives** (1-2 weeks after) — webinar, podcast episode, case studies, member Q&A
4. **Evergreen** (ongoing) — gated download, Knowledge Center listing, sales enablement

### 5. Distribution Plan
Map content to MMA's owned channels:

| Channel | Best For | Notes |
|---------|---------|-------|
| Email (Pardot) | Member communications, event invites, research releases | Segmented by member type and region |
| LinkedIn (MMA Global) | Thought leadership, lab results, event promotion | Highest organic reach for B2B |
| Blog / Website | Long-form content, research summaries, event recaps | SEO and gated content |
| Newsletter | Curated digest of recent content and upcoming events | Monthly |
| Slack (#general, program channels) | Internal amplification, member engagement | Quick hits, discussions |
| Podcast (Decoding AI) | AI topics, expert interviews | Every ~3 weeks |
| Webinars (AI Great Debates) | Interactive, debate-format deep dives | Quarterly series |

### 6. Measurement & KPIs
Define success metrics for the strategy:

| Metric | Tool | Target |
|--------|------|--------|
| Email open/click rates | Pardot | Open >25%, Click >5% |
| Content downloads | Website analytics | Track by asset |
| Event registrations driven | Pardot/Salesforce | Attribution to content |
| Social engagement | LinkedIn analytics | Benchmark per post type |
| Member engagement score | Salesforce/MADOPT | Track trend |

## Deliverable Format

Present the content strategy as a structured document with:
1. **Executive summary** — 2-3 sentences on what this strategy achieves
2. **Audience segments** — who we're targeting and why
3. **Content pillars** — themes mapped to MMA research/programs
4. **Editorial calendar** — timeline with content pieces, owners, channels
5. **Distribution plan** — channel-by-channel approach
6. **Success metrics** — KPIs and measurement plan
7. **Resource requirements** — who creates what, any budget needs

## MMA Project Integration

When the strategy supports a formal MMA project:
- Reference the **Project Brief** (SharePoint PMO folder) for scope and deliverables
- Link to the **Asana project** for task tracking
- Align content milestones to the project's Prep → In Field → Launch phases
- Identify member engagement activities and board involvement per the project brief template
- Note revenue/partner opportunities that content can support

## Brand Guardrails
- All content follows MMA brand voice (Hero archetype — see `mma-brand-guidelines`)
- Use "Marketing + Media Alliance" on first reference, "MMA" thereafter
- Never "the MMA"
- Data claims must cite MMA research with specific numbers
- Embargoed research: no content until official release date

From alectivism/maven-template, MIT.

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