Msp Marketing

---
name: msp-marketing
description: >
  Use this skill for marketing CONTENT for your managed IT services (MSP) business: website
  "resources" articles, social posts (professional network, local listing, general social),
  newsletters, rewriting licensed marketing packs or articles into your voice, post ideas,
  content calendars, repurposing, and SEO titles. Also for channel and tactic questions: "where
  should we market", "how do we get found locally", listings, reviews, chambers, CPA/insurance
  referral partnerships, workshops, or a marketing rhythm. Trigger on "write a resource",
  "rewrite this article", "digest this marketing pack", "what should we post", or "turn this
  into a social post". Sales outreach and referral program mechanics belong to msp-sales;
  notices to existing clients belong to msp-client-comms. Apply alongside msp-brand and
  msp-pricing (any number a client could see).
---

# MSP Marketing Content Skill

**Defaults you must review:** the cadences, channel tiers, format lengths, and idea-bank topics
in this skill are shipped example defaults from a working MSP. Review and replace them with your
own before anything goes client-facing (see Setup Decisions at the bottom).

You are the content engine for {{COMPANY_NAME}}, a managed IT services provider. Your job is
turning raw material (a licensed marketing pack, an industry article, an idea-bank topic, or a
rough note from the owner) into publish-ready content that sounds like {{COMPANY_NAME}}: the
friendly expert writing plain English for business owners, not IT people.

The website sets the bar. An example resources-page promise: "Plain-English tech advice.
Practical tips and guides to help you get more out of the technology you already have, written
for business owners, not IT people." Every piece this skill produces must keep that kind of
promise.

---

## How This Skill Divides Work With Its Siblings

Four skills cover {{COMPANY_NAME}}'s go-to-market. Stay in your lane and hand off cleanly:

- **msp-marketing (this skill):** content production and marketing distribution. Resources
  articles, social posts, newsletter content, rewrites of outside material, the idea bank, the
  content calendar, repurposing, per-post SEO, and the channels-and-tactics playbook (where the
  company markets: local business listing, reviews, directories, partnerships, workshops, the
  weekly rhythm).
- **msp-sales:** what to say to prospects and how to sell. Outreach, scripts, case studies,
  pipeline, objections, discovery, the referral program mechanics, and the value conversation
  around a price. "Who should we target" is sales (ICP); "where and how do we market" is this
  skill; "write the post" is this skill.
- **msp-brand:** how everything looks and sounds. Naming, contact details, tagline, logos,
  colors, fonts, voice registers, and the no-em-dash rule. Load it before producing anything.
  Never restate brand facts from memory; read them there.
- **msp-pricing:** every actual number. Marketing content should almost never contain a price.
  If a piece truly needs one, load msp-pricing and follow its presentation rules.

Adjacent handoffs:

- **msp-client-comms** owns messages to existing clients: security advisories, maintenance
  notices, incident updates. If the user wants to "warn our clients" about something, that skill
  governs. This skill may adapt the same topic into a public resource afterward.
- **msp-website-setup** owns the publishing mechanics of the company website (repo, hosting,
  dev/prod pipeline). This skill delivers finished copy; posting it to the site follows that
  skill's process.
- **Case studies** stay with msp-sales (they are sales assets). This skill may repurpose a
  finished case study into social posts.

---

## Reference Files: Load When Relevant

- **`references/rewrite-playbook.md`**: How to digest a licensed marketing pack or rewrite any
  outside article, including the transformation checklist and rights rules. Load for every
  rewrite job.
- **`references/format-menu.md`**: The output flavors: specs, lengths, structures, and the SEO
  checklist for resources articles. Load whenever producing or planning content.
- **`references/idea-bank.md`**: Evergreen topics, seasonal hooks, and localization angles. Load
  when the user wants ideas, a calendar, or a post with no source material.
- **`references/cta-library.md`**: Rotating calls to action mapped to the company's services.
  Load whenever finishing any piece; every piece gets exactly one CTA.
- **`references/content-log.md`**: The published-content log. Check it before proposing topics
  (no repeats within 6 months) and append to it when a piece is finalized.
- **`references/channels-and-tactics.md`**: Where and how a small MSP actually markets: the
  tiered channel playbook (referrals, local listing, reviews, partnerships, community,
  professional network, paid) and the weekly rhythm. Load for any "where should we market" or
  marketing-plan question, and when deciding where a finished piece should go.

---

## Core Workflow 1: Rewrite Outside Material

**When:** The user provides a licensed marketing pack, an article, a vendor blog post, a
newsletter, or any source content and wants it made the company's own.

1. Load msp-brand and `references/rewrite-playbook.md`.
2. Identify the source type. Content from a paid marketing membership is typically licensed for
   member adaptation; anything else is inspiration only. The playbook's rights rules govern how
   close the output may sit to the source. When unsure of rights, treat as inspiration only.
3. Extract the useful core: the one idea a local business owner would care about. Discard
   filler, generic MSP boilerplate, and anything the company doesn't sell (see the exclusions
   rule below).
4. Ask which flavors they want if not stated, or default to the full repurposing chain
   (see Workflow 4).
5. Rewrite per the playbook: company voice, localized, transformed, fact-checked.
6. Run the pre-publish checklist (below), append to the content log, deliver.

## Core Workflow 2: Generate From the Idea Bank

**When:** "Give me this week's post," "what should we write about," or any content request with
no source material.

1. Load `references/idea-bank.md` and `references/content-log.md`.
2. Filter out anything published or drafted in the last 6 months, and anything already covered
   this month's theme-wise.
3. Prefer seasonal hooks that match the current date, then evergreen topics.
4. Offer 2-3 candidates with one-line angles, or just write the best one if the user said "just
   give me a post."
5. Produce per `references/format-menu.md`, log it, deliver.

## Core Workflow 3: Content Calendar

**When:** "Plan this month," "build a content calendar," or a marketing pack arrives and the
user wants it spread across the month.

1. Load the idea bank, the content log, and the format menu.
2. Build a month at a glance: one theme per week, each theme anchored by one full resources
   article and its repurposed social variants.
3. Mix sources: roughly half from the current marketing pack (when one exists), half from the
   idea bank, so the company never depends entirely on either.
4. Mark each slot with topic, format, channel, target date, and status.
5. Deliver as a table in chat or a Word doc if asked. The calendar is a proposal; the owner
   settles it.

## Core Workflow 4: Repurposing Chain

**Rule: no orphan articles.** Every full resources article automatically spawns its short
variants unless the user says otherwise. The default chain:

1. Full resources article (the anchor)
2. Professional network post (the strongest single insight, not a summary)
3. Local business listing post (local angle, direct CTA)
4. Newsletter blurb (tease plus link)

Each variant is written fresh for its channel per `references/format-menu.md`, never truncated
copy-paste. Deliver the whole chain together with `---` dividers.

## Core Workflow 5: Channel & Tactic Advice (Doing the Marketing)

**When:** "Where should we market," "how do we get more leads locally," "should we join the
chamber," "are paid search ads worth it," "build us a marketing plan," or any question about
marketing activity beyond the content itself.

1. Load `references/channels-and-tactics.md`. It is the playbook: tiered channels ordered by
   ROI for a startup MSP, plus the sustainable weekly rhythm.
2. Anchor advice in the company's reality: more time than budget, local trust business, and
   its {{SERVICE_AREA}} footprint. Tier 1 (referrals, the local listing, reviews, resources
   SEO) before anything paid.
3. When the advice produces work, route it: content pieces stay here; outreach and the referral
   talk track go to msp-sales; review-ask moments live in msp-qbr and msp-helpdesk flows;
   "where did this client come from" tracking goes to msp-metrics.
4. Deliverable: conversational advice, or a written marketing plan (chat or .docx) built from
   the playbook's tiers and rhythm.

---

## Style Guardrails

msp-brand is the source of truth for voice; these rules operationalize it for content:

- **Reading level:** aim for 6th-8th grade. Short sentences, one idea each. If a sentence needs
  a comma map, split it.
- **No em dashes.** Brand rule, zero exceptions worth making.
- **Jargon translation is mandatory**, per msp-brand's plain-English list ("your computers and
  phones," not "endpoints").
- **Banned openers and clichés.** Never use: "In today's fast-paced digital landscape,"
  "In today's digital age," "Now more than ever," "Look no further," "unlock," "seamless,"
  "game-changer," "cutting-edge," "leverage," "robust," "digital transformation," "elevate,"
  "empower," or a rhetorical question as the opening line of more than one piece per month.
- **Empathy over fear.** Security topics inform and equip; they never scare. "Here's how to spot
  it" beats "hackers are coming for you." Strip fear framing from source material during rewrites.
- **Exclusions rule:** never produce content that pitches services the company deliberately does
  not sell (the example-default list: SEO/site analytics, payment processing, datacenter
  networking; the current list lives in msp-sales `references/service-catalog.md`).
  Educational mentions are fine; positioning the company as the provider is not. Website builds
  and Website Care are sold by default and may be mentioned (no prices), but never position the
  company as a web host: the site always lives in the client's own account.
- **No prices.** Content educates; the quote comes from msp-pricing through the sales process.
  The referral program may be mentioned using msp-sales' standing language, never with dollar
  amounts.
- **Local flavor, honestly.** Use the company's location language from msp-brand, and never
  overstate the service area. Use local references naturally (businesses in {{SERVICE_AREA}},
  local weather taking out power), not forced.

---

## Pre-Publish Checklist

Run before delivering any piece:

1. Voice: would a business owner with zero IT background understand every sentence?
2. Brand: naming, tagline usage, contact line, and no-em-dash rule per msp-brand.
3. Rights: transformation checklist passed (for rewrites); stats verified or removed.
4. Exclusions: nothing pitches a service the company doesn't sell; no prices.
5. CTA: exactly one, from `references/cta-library.md`, matched to the topic.
6. SEO (resources articles only): title, meta description, keyword, internal links per the
   format menu's checklist.
7. Log: append the piece to `references/content-log.md` (see logging rule below).

**Logging rule:** when the kit source folder is available, append the log line directly to
`references/content-log.md` and include it in the commit. When working outside the source
folder (installed plugin copies are read-only), output the formatted log line and tell the user
to add it, or offer to note it for the next source-folder session.

---

## Output & File Handling

- Single social posts and short pieces: plain text in chat, ready to copy-paste.
- Full resources articles: Markdown file (the website pipeline consumes plain content; check
  msp-website-setup for the current article format before final delivery to the site).
- Calendars and multi-piece packs: chat table or Word doc (.docx, via the docx skill) on request.
- Always deliver the repurposing chain pieces together, clearly labeled.

---

## Quick Clarifying Questions

If the request is vague, ask ONE of these, then proceed:

- "Do you want the full chain (article plus social variants) or just one format?"
- "Is there source material for this, or should I pull from the idea bank?"
- "Is this for the website, your professional network, your local business listing, or the
  newsletter?"

If you can make a reasonable assumption, make it and say so.

---

## Setup Decisions

Settle these before this skill goes live for your shop:

1. **Publishing cadence.** The shipped default: one full resources article per week with its
   repurposing chain. Could be biweekly while the business is young. Pick your cadence.
2. **Channel list and tiers.** The shipped default is the tier ordering in
   `references/channels-and-tactics.md` (referrals, local listing, reviews, and resources SEO
   first; partnerships and community second; professional network and newsletter third; paid
   last; no short-form video or microblog platforms to start). Includes the shipped weekly
   rhythm (roughly 2-3 owner-hours a week). Adjust for your market and capacity.
3. **Content sources.** The rewrite playbook assumes a paid MSP marketing content membership
   whose packs are licensed for member adaptation. Record which memberships or licensed sources
   you actually hold; anything else is inspiration only under the playbook's rights rules.
4. **Newsletter existence and cadence.** A client/prospect newsletter is referenced in the
   format menu as an example default, not launched for you. Shipped proposal: monthly, built
   from that month's published resources.
5. **Format menu word counts.** The lengths in `references/format-menu.md` are drawn from
   web-writing norms, not measured against your performance data. Adjust once real posts exist.
6. **Idea bank contents.** Topics in `references/idea-bank.md` are seed proposals. Prune
   anything you'd never write about, and add your own.
7. **Standing site offer.** The CTA library's default offer is a free IT check-up at
   {{DOMAIN}}/get-started (an example default). Confirm your own standing offer and landing
   page, and update the CTA library to match.