content-marketing

Files (4)

• README.md
• SKILL.md
• evals.json
• content-templates.md · references/

SKILL.md (first lines)

## Key principles

1. **Audience first** - Every content decision starts with the reader. Who are they,
   what question are they asking, and what do they need to do after reading? Content
   that serves the audience earns trust; content that serves the brand earns nothing.

2. **Pillar-cluster model** - Organize content around broad pillar pages that cover
   a topic comprehensively, supported by cluster articles that go deep on subtopics.
   Internal links between them signal topical authority to search engines and guide
   readers through a logical journey.

3. **Consistency beats virality** - One viral post does not build an audience.
   Publishing two quality pieces per week for a year compounds into a moat. Establish
   a cadence you can sustain, then optimize for quality within that constraint.

4. **Repurpose everything** - Every long-form piece contains a dozen shorter assets.
   A 2,000-word blog post becomes a LinkedIn thread, a tweet storm, a short-form
   video script, an email newsletter section, and three social graphics. Maximize
   the return on every research hour invested.

5. **Measure and iterate** - Content marketing ROI is real but lagging. Measure
   organic traffic, keyword rankings, scroll depth, email signups, and pipeline
   influenced. Use data to double down on what works and prune what does not.

---

## Core concepts

### Content funnel - TOFU / MOFU / BOFU

Match content type to where the reader sits in their decision journey:

| Stage | Name | Intent | Examples |
|---|---|---|---|
| TOFU | Top of Funnel | Awareness - broad problem discovery | How-to guides, listicles, explainer posts, trend reports |
| MOFU | Middle of Funnel | Consideration - evaluating solutions | Comparison posts, case studies, webinars, whitepapers |
| BOFU | Bottom of Funnel | Decision - ready to buy or sign up | Pricing pages, demos, customer stories, ROI calculators |

A healthy content program publishes across all three stages. Over-indexing on TOFU
drives traffic but no pipeline; over-indexing on BOFU limits reach.

### Pillar pages and topic clusters

A **pillar page** is a long-form (2,000-5,000 word) comprehensive guide on a broad
topic (e.g., "The Complete Guide to Email Marketing"). It links out to **cluster
articles** - focused posts on subtopics (e.g., "How to Write a Subject Line That
Gets Opened", "Email List Segmentation Strategies"). Each cluster article links back
to the pillar.

Benefits: topical authority, improved crawlability, longer time-on-site, and a
natural internal linking structure that distributes page rank.

### Content types and formats

| Type | Best for | Typical length |
|---|---|---|
| Blog post / article | SEO, thought leadership, TOFU | 1,000-3,000 words |
| Pillar page | Topical authority, TOFU/MOFU | 3,000-6,000 words |
| Case study | Social proof, MOFU/BOFU | 800-1,500 words |
| Whitepaper / report | Lead gen, MOFU | 2,000-8,000 words |
| Email newsletter | Retention, nurture | 300-800 words |
| Social content | Distribution, reach | Platform-native |
| Video / podcast | Awareness, trust | Format-dependent |

### Distribution channels

Content does not distribute itself. Plan distribution at the time of creation:

- **Owned** - Blog, email list, social profiles, community (highest ROI, builds assets)
- **Earned** - Backlinks, press mentions, shares, guest posts (high credibility)
- **Paid** - Sponsored posts, content amplification (speed, reach on demand)

Owned channels compound; paid channels stop working the moment you stop paying.

---

## Common tasks

### Build a content strategy

Use this framework to define or audit a content strategy:

1. **Define the audience** - Job title, company size, key pain points, content they
   already consume. Build 1-3 audience personas maximum.
2. **Audit existing content** - Inventory all published pieces: URL, topic, funnel
   stage, monthly traffic, ranking keywords, backlinks. Identify gaps and
   cannibalization.
3. **Choose 3-5 content pillars** - Broad themes that sit at the intersection of
   your audience's needs and your product's expertise (e.g., "Developer Productivity",
   "API Design", "Engineering Culture").
4. **Map content to funnel** - For each pillar, plan TOFU, MOFU, and BOFU content.
5. **Set goals and KPIs** - Organic sessions, leads from content, keyword rankings
   for target terms, email subscribers, backlinks earned.
6. **Define publishing cadence** - Sustainable frequency comes first. Start with
   two posts per week before aiming for daily.

### Create a content calendar

A content calendar prevents gaps, enables planning, and aligns stakeholders. Minimum
required fields per entry:

| Field | Description |
|---|---|
| Title / working title | Clear enough for a writer to start from |
| Target keyword | Primary keyword the piece will rank for |
| Funnel stage | TOFU / MOFU / BOFU |
| Content pillar | Which strategic theme this belongs to |
| Format | Blog post, case study, video, etc. |
| Target persona | Who is this written for |
| Publish date | Committed date, not aspirational |
| Owner | Writer responsible for the draft |
| Status | Idea / Brief / In progress / Review / Scheduled / Published |

Recommended cadence: plan 6-8 weeks ahead, review and adjust monthly.

### Write an SEO-optimized blog post

Follow this structure for every long-form blog post:

From mkurman/zorai, MIT.

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