Marketing Strategy Frameworks
Reusable strategy frameworks shared by /marketing-init (one-time strategy setup) and /marketing (recurring operations). Knowledge-only — never invoked directly.
Marketing Strategy Hierarchy
Mission (why we exist)
└── Positioning (who we serve, what we offer, why us)
└── Messaging Framework (value prop, pillars, proof points)
└── Channel Strategy (where we show up)
└── Content Pillars (what we talk about)
└── Tactical Plan (daily/weekly/monthly)
└── Content Calendar (specific tasks + dates)
Decisions flow top-down: positioning constrains messaging, messaging constrains channels, channels constrain pillars, pillars feed the tactical plan, the plan populates the calendar. When a lower layer feels off, audit the layer above before patching the symptom.
Channel Selection Framework
Evaluate each candidate channel on three dimensions before committing:
| Dimension |
Question |
| Audience fit |
Is our ICP active here? Can we reach them? |
| Resource fit |
Can we sustain the required publishing cadence? |
| Content fit |
Does our content type work on this platform? |
Rule: better to do 2 channels well than 5 channels poorly. Start with 1–2 high-fit channels and expand only after consistent execution proves cadence is sustainable.
Content Pillar Model
Define 3–5 content pillars aligned with:
- ICP pain points — problems the audience actively searches for
- Product strengths — areas where the product genuinely excels
- Industry expertise — topics with unique knowledge or data
- Trending intersections — emerging topics that connect to the product
Each piece of content maps to exactly one pillar. Track pillar distribution to avoid over-indexing on a single topic. Re-balance pillars during the monthly strategy-review operation if any pillar exceeds ~50 % of output for two months in a row.
Measurement Framework
| Level |
Metrics |
Review cadence |
| Vanity (awareness) |
Impressions, followers, page views |
Weekly (track, don't optimize for) |
| Engagement |
Likes, comments, shares, click-through |
Weekly |
| Pipeline |
Signups, leads, demo requests, email subs |
Weekly |
| Revenue |
Conversions, MRR impact, CAC, LTV |
Monthly |
Rule: optimize for pipeline + revenue. Use vanity metrics only as leading indicators — when vanity rises but pipeline does not, the channel is delivering reach but not relevance, and the messaging or audience fit is off.
ICP and Positioning References
- JTBD framing — Clayton Christensen "Jobs to Be Done"; users hire products to make progress on a specific job in a specific context
- April Dunford positioning — define competitive alternatives, unique attributes, value the attributes deliver, market category, the ICP that cares most
- ICP tiering for B2B — tier-1 (named accounts, hand-crafted), tier-2 (account list, programmatic), tier-3 (broader segment, automated). See ABM playbook in
/marketing for B2B specifics.
When each framework applies
| Phase |
Framework |
/marketing-init Step 3 — Define Strategy |
Hierarchy, Channel Selection, Content Pillar |
/marketing-init Step 5 — Create Content Calendar |
Content Pillar, Measurement |
/marketing analytics (weekly) |
Measurement |
/marketing strategy-review (monthly) |
All four — full re-audit top-down |
/marketing trend-research (weekly) |
Content Pillar (map new opportunities to pillars) |
Integration
- Used by:
/marketing-init (one-time setup), /marketing (recurring operations)
- Companion to:
marketing-strategist agent (applies these frameworks when spawned by either workflow)
- External references: Clayton Christensen JTBD, April Dunford "Obviously Awesome" positioning model
1---2name: marketing-strategy3description: Use this skill when the agent is defining or revising marketing positioning, messaging, channel mix, content pillars, a tactical/calendar plan, or success metrics — for marketing strategy frameworks covering hierarchy (mission → positioning → messaging → channels → pillars → tactical → calendar), channel-selection (audience/resource/content fit), content-pillar model, and measurement framework (vanity / engagement / pipeline / revenue). The reusable knowledge layer behind /marketing-init (one-time setup) and /marketing (recurring ops) — both reference these frameworks instead of inlining them.4---56# Marketing Strategy Frameworks78Reusable strategy frameworks shared by `/marketing-init` (one-time strategy setup) and `/marketing` (recurring operations). Knowledge-only — never invoked directly.910## Marketing Strategy Hierarchy1112```13Mission (why we exist)14 └── Positioning (who we serve, what we offer, why us)15 └── Messaging Framework (value prop, pillars, proof points)16 └── Channel Strategy (where we show up)17 └── Content Pillars (what we talk about)18 └── Tactical Plan (daily/weekly/monthly)19 └── Content Calendar (specific tasks + dates)20```2122Decisions flow top-down: positioning constrains messaging, messaging constrains channels, channels constrain pillars, pillars feed the tactical plan, the plan populates the calendar. When a lower layer feels off, audit the layer above before patching the symptom.2324## Channel Selection Framework2526Evaluate each candidate channel on three dimensions before committing:2728| Dimension | Question |29|---|---|30| **Audience fit** | Is our ICP active here? Can we reach them? |31| **Resource fit** | Can we sustain the required publishing cadence? |32| **Content fit** | Does our content type work on this platform? |3334**Rule:** better to do 2 channels well than 5 channels poorly. Start with 1–2 high-fit channels and expand only after consistent execution proves cadence is sustainable.3536## Content Pillar Model3738Define 3–5 content pillars aligned with:39401. **ICP pain points** — problems the audience actively searches for412. **Product strengths** — areas where the product genuinely excels423. **Industry expertise** — topics with unique knowledge or data434. **Trending intersections** — emerging topics that connect to the product4445Each piece of content maps to exactly one pillar. Track pillar distribution to avoid over-indexing on a single topic. Re-balance pillars during the monthly `strategy-review` operation if any pillar exceeds ~50 % of output for two months in a row.4647## Measurement Framework4849| Level | Metrics | Review cadence |50|---|---|---|51| **Vanity** (awareness) | Impressions, followers, page views | Weekly (track, don't optimize for) |52| **Engagement** | Likes, comments, shares, click-through | Weekly |53| **Pipeline** | Signups, leads, demo requests, email subs | Weekly |54| **Revenue** | Conversions, MRR impact, CAC, LTV | Monthly |5556**Rule:** optimize for pipeline + revenue. Use vanity metrics only as leading indicators — when vanity rises but pipeline does not, the channel is delivering reach but not relevance, and the messaging or audience fit is off.5758## ICP and Positioning References5960- **JTBD framing** — Clayton Christensen "Jobs to Be Done"; users hire products to make progress on a specific job in a specific context61- **April Dunford positioning** — define competitive alternatives, unique attributes, value the attributes deliver, market category, the ICP that cares most62- **ICP tiering for B2B** — tier-1 (named accounts, hand-crafted), tier-2 (account list, programmatic), tier-3 (broader segment, automated). See ABM playbook in `/marketing` for B2B specifics.6364## When each framework applies6566| Phase | Framework |67|---|---|68| `/marketing-init` Step 3 — Define Strategy | Hierarchy, Channel Selection, Content Pillar |69| `/marketing-init` Step 5 — Create Content Calendar | Content Pillar, Measurement |70| `/marketing analytics` (weekly) | Measurement |71| `/marketing strategy-review` (monthly) | All four — full re-audit top-down |72| `/marketing trend-research` (weekly) | Content Pillar (map new opportunities to pillars) |7374## Integration7576- **Used by**: `/marketing-init` (one-time setup), `/marketing` (recurring operations)77- **Companion to**: `marketing-strategist` agent (applies these frameworks when spawned by either workflow)78- **External references**: Clayton Christensen JTBD, April Dunford "Obviously Awesome" positioning model
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