Content Strategy

---
name: content-strategy
description: >
  Build editorial calendars, define content pillars, plan campaigns across TOFU/MOFU/BOFU funnel stages,
  audit and repurpose content across channels, and track performance by channel and pillar. Trigger when:
  building or maintaining an editorial calendar; defining content pillars or themes for a niche or ICP;
  planning a content campaign (blog, video, podcast, social); auditing or repurposing existing long-form
  content; developing a content distribution or SEO strategy; or analyzing content performance.
---

## Content Strategy Framework

### ICP-to-Pillar Mapping Template

| ICP | Top Problem | Pillar | Content Type | Distribution Channel |
|-----|-------------|--------|--------------|---------------------|
| Developer Experience | Getting started friction | Developer onboarding | Blog + tutorial | API signups from blog |
| Security Hardening | Trust with security teams | Security | Deep-dive guides | Demo requests from security personas |

## Funnel Mapping

### TOFU — Top of Funnel (Awareness)
- **Goal**: attract new audiences, build SEO presence
- **Formats**: SEO blog posts, educational videos, infographics, podcasts
- **CTA**: subscribe, download, follow

### MOFU — Middle of Funnel (Consideration)
- **Goal**: build trust, demonstrate expertise, generate leads
- **Formats**: comparison guides, webinars, case studies, lead magnets
- **CTA**: request demo, start free trial

### BOFU — Bottom of Funnel (Decision)
- **Goal**: convert, close, grow
- **Formats**: pricing page content, ROI calculators, customer stories, live demos
- **CTA**: talk to sales, buy now

## Editorial Calendar Template

| Month | Pillar | Topic | Format | Channel | CTA | Owner | Publish Date | Status |
|---|---|---|---|---|---|---|---|---|
| Apr | Developer Experience | Getting started with our API | Tutorial | Blog | Try the API | @author | Apr 7 | Draft |
| Apr | Security | 5 API security mistakes | Blog | Blog + LinkedIn | Download guide | @author | Apr 14 | Ideas |

## Content Brief Template

Before writing, define:
- **Title**: SEO-optimized headline
- **Angle**: what new perspective or evidence does this bring?
- **Target keyword**: primary + 2 secondary keywords
- **Audience**: specific persona and their knowledge level
- **Structure**: H2 outline with 3–5 key points
- **Word count**: target range (e.g., 1,200–1,500)
- **CTA**: what should the reader do after reading?
- **Examples of what NOT to write**: anti-patterns to avoid

## Repurposing Workflow

Extract maximum value from each long-form piece:

1. **Long-form (1,500+ words)**: Blog post or guide
   ↓
2. **Twitter/X**: 3 pull quotes as threads (each <280 chars)
3. **LinkedIn**: 1 long-form post (summary of key insight)
4. **Newsletter**: 200-word excerpt + link to full post
5. **Video script outline**: narrator + visuals for each section
6. **Email nurture**: section adapted as email in a nurture sequence

## Distribution Plan

### SEO
- Target primary keyword in title, first 100 words, H2 headings
- Internal links to 2–3 related existing pieces
- External links to 2–3 authoritative sources
- Featured snippet optimization (direct Q&A format in intro)

### Social
- LinkedIn: optimize for algorithm (first line hooks, questions, 3+ lines)
- Twitter/X: thread format for insights, single-image for announcements
- Instagram: carousel format for step-by-step or lists
- Reddit: engage in relevant communities, not just broadcast

### Email
- Segment list by funnel stage and persona
- Send time: Tuesday–Thursday, 8–10am or 2–3pm in recipient timezone
- Subject line: specific, benefit-led, no clickbait

## Performance Metrics by Funnel Stage

| Stage | Metrics |
|---|---|
| TOFU | Traffic, organic sessions, time on page, social shares |
| MOFU | Lead conversion rate, email signup rate, demo request rate |
| BOFU | Demo-to-close rate, content-attributed revenue, pipeline influence |

Audit: review all content quarterly. Archive what has zero organic traffic after 6 months. Update or expand what has traffic but no conversions.

## Vietnamese Content Strategy

When building strategy for Vietnamese audiences, load matching files from `skills/vietnamese-language/` via its SKILL.md routing table. Key resources: `seo-content-marketing.md` (diacritic keyword strategy, CocCoc, regional splitting), `viral-content.md` (seasonal patterns — Tết, 8/3, 20/10), platform files for channel-specific VN dynamics, `regional-dialects.md` (brand voice by Northern/Southern/national audience).