Lich Noi Dung
Thu thap thong tin
Hoi user toi da 4 cau truoc khi bat dau:
- San pham / dich vu gi? Nganh hang, USP chinh, muc gia.
- Dang co kenh nao? Liet ke kenh (TikTok, FB, IG, Zalo, Email, Blog), so follower/subscriber hien tai.
- Muc tieu thang nay la gi? Tang follower / tang mess / tang don / ra mat san pham / chien dich Tet?
- Nguon luc content? May nguoi lam content? Co quay video duoc khong? Co san UGC/testimonial khong?
Content strategy truoc khi len lich
Lich chi la be noi — truoc khi xep ngay nao dang gi, phai co strategy tra loi "brand nay noi ve dieu gi, tu goc nhin nao". Strategy tot = writer biet viet gi ke ca khi khong co brief.
Cau truc Pillar → Angle → Topic
Target audience → Insight (09) → Key message
→ Pillar 1 / Pillar 2 / Pillar 3
→ Angle 1.1 / 1.2 / 1.3 (goc nhin cu the trong pillar)
→ Topic (bai viet / video cu the)
- Pillar = chu de lon ma brand co tham quyen noi — moi brand can 3-5 pillar, khong chong cheo.
- Angle = goc nhin / cach tiep can cu the trong moi pillar.
- Topic = bai cu the sinh ra tu angle (dung Content Matrix ben duoi de tao hang loat).
Moi pillar khai bao du 4 muc: dinh nghia (brand noi ve dieu nay vi...), 3 angle chinh, format phu hop, tang pheu chu yeu.
Cong thuc chon truc noi dung: Truc noi dung = Muc tieu truyen thong x Van de khach hang x The manh thuong hieu. Thieu 1 trong 3 ve la truc bi lech (chi co the manh = tu khen; chi co van de khach = khong khac biet).
Ti le pillar theo objective
| Objective ky nay |
Pillar thu hut |
Pillar chuyen mon |
Pillar chuyen doi |
| Awareness |
50% |
30% |
20% |
| Leads |
30% |
40% |
30% |
| Convert |
20% |
30% |
50% |
Hook bank — chuan bi truoc khi vao ky
Truoc moi ky, viet san 20 hook theo 5 nhom (moi nhom 4 hook), viet that theo brand — khong de placeholder:
| Nhom |
Huong |
| Pain hook |
Bat dau bang noi dau cua khach |
| Curiosity hook |
Cau hoi / statement gay to mo |
| Social proof hook |
So lieu / testimonial an tuong |
| Education hook |
Kien thuc it nguoi biet |
| Contrarian hook |
Noi nguoc dieu thuong thay |
Cong thuc hook chi tiet: references/hook-formulas-vn.md. Tone hook doi chieu 35-brand-voice.
Quy trinh 5 giai doan cua content system
Lich noi dung nam o giai doan 2 cua he thong content hoan chinh. Kiem tra giai doan truoc da xong chua roi hay len lich:
| Giai doan |
Viec can lam |
Skill |
Tieu chuan / Thoi gian |
| 1. Nen tang (lam 1 lan, review moi quy) |
Brand voice, insight khach hang, nghien cuu doi thu, content strategy |
35-brand-voice, 09-insight-khach-hang, 08-nghien-cuu-doi-thu |
Brand voice lam truoc tien; strategy review sau 4 tuan dau |
| 2. Lap ke hoach |
Lich chi tiet tung ngay + brief tung bai |
Skill nay + 36-content-brief |
Lich: 2-4 gio; brief: 30-60 phut/bai; 1 brief = 1 bai = 1 angle = 1 CTA |
| 3. San xuat |
Caption, script, email, ads copy, seeding, UGC |
37-caption-social, 04-script-video, 14-email-marketing, 05-copy-quang-cao, 38-seeding-plan, 06-brief-ugc-egc |
Doc to len truoc khi chot; doi chieu brand voice moi bai |
| 4. Brief visual |
Brief anh / carousel / video cho designer, editor |
42-brief-hinh-anh, 43-brief-carousel, 44-brief-video-editor |
Chi brief visual khi copy DA duyet; gui kem reference |
| 5. Do luong |
Audit winner/loser, bao cao, plan ky sau tu data |
39-content-audit, 07-bao-cao-marketing, 40-next-content-plan |
Audit it nhat 1 lan/thang (keo data ngay 28-30); plan moi luon tu data cu |
Nguyen tac xay lich noi dung
1. Quy tac phan bo pheu (Funnel Distribution)
| Tang pheu |
Ti le |
Muc dich |
Loai noi dung |
| TOFU (Nhan biet) |
40% |
Thu hut nguoi moi |
Trend, tips, POV, behind scenes, cham noi dau |
| MOFU (Can nhac) |
35% |
Xay trust, thuyet phuc |
Case study, review, so sanh, quy trinh, FAQ |
| BOFU (Chuyen doi) |
15% |
Chot don |
Offer, deal, countdown, retarget, livestream |
| Retention |
10% |
Giu khach cu |
VIP content, referral, community, re-engage |
Tham khao chi tiet goc do noi dung tai references/content-angles.md.
2. Content Pillar Balance
Moi thuong hieu can 3–5 pillar. Kiem tra balance moi tuan.
| Pillar |
Ti le khuyen nghi |
Kiem tra tuan nay |
| Giao duc (Education) |
30–35% |
[so bai] / [tong bai] = [%] |
| Cam hung (Inspiration) |
20–25% |
[so bai] / [tong bai] = [%] |
| Giai tri (Entertainment) |
20–25% |
[so bai] / [tong bai] = [%] |
| Ban hang (Selling) |
10–15% |
[so bai] / [tong bai] = [%] |
| Cong dong (Community) |
5–10% |
[so bai] / [tong bai] = [%] |
Quy tac: Neu 1 pillar lech qua 10% so voi khuyen nghi → dieu chinh tuan sau.
3. Source Type Mix
| Loai noi dung |
Ti le |
Mo ta |
| FGC (Founder Generated) |
25–30% |
Founder/chuyen gia tu lam — trust cao nhat |
| Brand Content |
30–35% |
Noi dung thuong hieu chinh thuc |
| UGC (User Generated) |
20–25% |
Khach hang tu tao — social proof |
| EGC (Employee Generated) |
10–15% |
Nhan vien chia se — authentic |
Content Matrix — Y tuong noi dung tu dong
Ma tran noi dung chuan hoa cho thi truong VN.
Ghep content pillar cua brand voi 8 dinh dang de tao 24–40 y tuong cung luc.
8 dinh dang content
| # |
Dinh dang |
Mo ta |
Vi du |
| 1 |
Huong dan |
Day 1 ky nang cu the, buoc-buoc |
"3 buoc setup Pixel Meta dung chuan" |
| 2 |
Truyen cam hung |
Cau chuyen thanh cong, vuot kho |
"Tu 0 follower den 50K trong 6 thang — chuyen that" |
| 3 |
Phan tich |
Giai thich tai sao, co che hoat dong |
"Tai sao ads ban dat ma khong co don? Root cause analysis" |
| 4 |
Nguoc doi |
Thach thuc niem tin pho bien |
"Chay ads nhieu hon KHONG phai la cach tang don" |
| 5 |
Quan sat |
Xu huong an, dieu it ai de y |
"Dieu dang xay ra tren TikTok Shop ma it ai biet" |
| 6 |
So sanh X vs Y |
2 cong cu/cach tiep can/chien luoc |
"Meta Ads vs TikTok Ads: nganh nao chon gi?" |
| 7 |
Hien tai vs Tuong lai |
Du bao, xu huong sap den |
"Marketing 2025 vs 2026: 5 thay doi lon" |
| 8 |
Danh sach |
Tips, sai lam, bai hoc, cong cu |
"7 sai lam chay ads pho bien nhat cua SME Viet" |
Cach dung
- Lay 3–5 content pillar cua brand (tu
product-marketing-context hoac hoi user)
- Tao bang: pillar (hang) x 8 dinh dang (cot) = 24–40 y tuong
- Moi o ghi tieu de cu the — khong ghi chung chung ("Marketing" ❌, "3 cach giam CPMess duoi 25K" ✅)
- Chon 15 y tuong tot nhat → dien vao lich noi dung tuan
Template content matrix
| Pillar \ Dinh dang | Huong dan | Truyen cam hung | Phan tich | Nguoc doi | Quan sat | X vs Y | Hien tai vs TL | Danh sach |
|---------------------|----------|-----------------|-----------|-----------|---------|--------|----------------|-----------|
| [Pillar 1] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 2] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 3] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 4] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
Tip: Chay content matrix 1 lan/thang → co san 32+ y tuong. Khong bao gio het chu de.
Content Repurposing Matrix
Quy tac 1:7 — moi noi dung goc tao ra it nhat 7 phien ban:
Bang repurposing
| STT |
Noi dung goc |
Phien ban |
Kenh muc tieu |
Thoi luong / Do dai |
Thoi gian san xuat |
| 1 |
Video dai 3–5 phut |
Nguyen ban |
YouTube |
3–5 phut |
2–4h |
| 2 |
|
Clip ngan #1 (hook) |
TikTok |
15–30s |
15 phut |
| 3 |
|
Clip ngan #2 (tip chinh) |
Reels |
15–30s |
15 phut |
| 4 |
|
Clip ngan #3 (ket qua) |
TikTok |
15–30s |
15 phut |
| 5 |
|
Carousel 5–7 slide |
Facebook, Instagram |
5–7 anh |
30 phut |
| 6 |
|
Bai blog SEO |
Website |
800–1500 tu |
1–2h |
| 7 |
|
Email newsletter |
Email list |
300–500 tu |
30 phut |
| 8 |
|
3 quote card |
Story, Threads |
1 anh/card |
15 phut |
| 9 |
|
Audio snippet |
Zalo OA voice note |
1–2 phut |
10 phut |
Quy trinh repurpose
Ngay 1: Quay/viet noi dung goc
Ngay 1: Cat clip ngan (3 clip, 45 phut)
Ngay 2: Lam carousel + quote card (45 phut)
Ngay 2: Viet blog tu noi dung goc (1–2h)
Ngay 3: Gui email newsletter (30 phut)
Ngay 3–7: Dang rai cac phien ban theo lich
Thoi gian dang toi uu — Vietnam
Gio vang theo kenh (UTC+7)
| Kenh |
Thu 2–6 |
Thu 7 |
Chu Nhat |
Ghi chu |
| TikTok |
6:30–8:00, 11:30–13:00, 19:00–21:30 |
9:00–11:00, 19:00–22:00 |
10:00–12:00, 19:00–22:00 |
Peak: 20:00–21:00 |
| Facebook |
7:00–8:30, 11:00–13:00, 19:00–21:00 |
8:00–10:00, 19:00–21:00 |
9:00–11:00, 19:00–21:00 |
Peak: 12:00, 20:00 |
| Instagram |
7:00–9:00, 12:00–14:00, 18:00–20:00 |
9:00–11:00, 18:00–20:00 |
10:00–12:00 |
Peak: 12:00–13:00 |
| Zalo OA |
8:00–9:00, 17:00–18:30 |
9:00–10:00 |
Khong gui |
Gioi han 2–3 broadcast/tuan |
| Email |
8:00–9:30, 14:00–15:00 |
Khong gui |
Khong gui |
Thu 3 + Thu 5 tot nhat |
| YouTube |
17:00–20:00 |
14:00–17:00 |
14:00–17:00 |
Video dai — cuoi tuan tot hon |
| Blog/SEO |
Bat ky |
Bat ky |
Bat ky |
Dang 2–4 bai/tuan, Google index 1–3 ngay |
Mua cao diem Vietnam
| Thoi diem |
Ghi chu |
Dieu chinh |
| Tet Nguyen Dan (T1–T2) |
CPM tang 30–50%, engagement tang |
Tang content tru Tet, len lich truoc 2 tuan |
| 8/3 + 20/10 |
Nganh Beauty, F&B tang manh |
Chay chien dich truoc 1 tuan |
| Black Friday (T11) |
E-commerce, courses |
CPM tang 20–30% |
| Back to school (T8–T9) |
Education, edtech |
Content giao duc tang |
| He (T6–T8) |
F&B, du lich, giai tri |
Tang content giai tri, lifestyle |
AI Content Scoring
Cham diem moi content truoc khi dang (thang diem 10):
| Tieu chi |
Trong so |
Diem (1–10) |
Diem x Trong so |
| Hook (3s dau co giu chan khong?) |
25% |
[diem] |
|
| Relevance (dung insight khach hang?) |
20% |
[diem] |
|
| Value (khach nhan duoc gi?) |
20% |
[diem] |
|
| CTA (ro rang, de hanh dong?) |
15% |
[diem] |
|
| Visual (chat luong hinh/video?) |
10% |
[diem] |
|
| Brand consistency (dung tone, mau sac?) |
10% |
[diem] |
|
| Tong |
100% |
|
[tong]/10 |
Nguong dang:
- 8–10: Dang ngay, co the boost paid
- 6–7.9: Dang duoc, can chinh sua nhe
- 4–5.9: Can viet lai hook hoac CTA
- <4: Khong dang, lam lai
Template lich noi dung tuan
Tuan [so] — [ngay bat dau] den [ngay ket thuc]
| Ngay |
Thu |
Kenh |
Gio dang |
Dinh dang |
Tang pheu |
Pillar |
Chu de |
Hook / Headline |
CTA |
Source type |
Nguoi TH |
Trang thai |
| [ngay] |
T2 |
TikTok |
20:00 |
Video 30s |
TOFU |
Giao duc |
[chu de] |
[hook 3s] |
[CTA] |
FGC |
[ten] |
Draft / Done / Posted |
| [ngay] |
T2 |
Facebook |
12:00 |
Carousel |
MOFU |
Cam hung |
[chu de] |
[headline] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T3 |
TikTok |
12:00 |
Video 15s |
TOFU |
Giai tri |
[chu de] |
[hook] |
[CTA] |
EGC |
[ten] |
|
| [ngay] |
T3 |
Email |
08:30 |
Newsletter |
MOFU |
Giao duc |
[chu de] |
[subject line] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T4 |
TikTok |
20:00 |
Video 30s |
MOFU |
Cam hung |
[chu de] |
[hook] |
[CTA] |
UGC |
[ten] |
|
| [ngay] |
T4 |
Facebook |
20:00 |
Video 60s |
BOFU |
Ban hang |
[chu de] |
[headline] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T5 |
TikTok |
12:00 |
Video 15s |
TOFU |
Giao duc |
[chu de] |
[hook] |
[CTA] |
FGC |
[ten] |
|
| [ngay] |
T5 |
Email |
08:30 |
Offer |
BOFU |
Ban hang |
[chu de] |
[subject line] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T5 |
Zalo OA |
17:00 |
Broadcast |
Retention |
Cong dong |
[chu de] |
[tieu de] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T6 |
TikTok |
20:00 |
Video 30s |
TOFU |
Giai tri |
[chu de] |
[hook] |
[CTA] |
EGC |
[ten] |
|
| [ngay] |
T6 |
Facebook |
12:00 |
Bai viet |
MOFU |
Giao duc |
[chu de] |
[headline] |
[CTA] |
Brand |
[ten] |
|
| [ngay] |
T7 |
TikTok |
20:00 |
Video 30s |
MOFU |
Cam hung |
[chu de] |
[hook] |
[CTA] |
UGC |
[ten] |
|
| [ngay] |
T7 |
Instagram |
18:00 |
Reels |
TOFU |
Giai tri |
[chu de] |
[hook] |
[CTA] |
FGC |
[ten] |
|
| [ngay] |
CN |
TikTok |
20:00 |
Video 15s |
TOFU |
Giao duc |
[chu de] |
[hook] |
[CTA] |
FGC |
[ten] |
|
| [ngay] |
CN |
Blog |
-- |
Bai viet |
MOFU |
Giao duc |
[chu de] |
[tieu de SEO] |
[CTA] |
Brand |
[ten] |
|
Kiem tra balance tuan
| Hang muc |
Ke hoach |
Thuc te |
Dung ti le? |
| Pheu: TOFU |
40% (6 bai) |
[so] |
Co / Khong |
| Pheu: MOFU |
35% (5 bai) |
[so] |
|
| Pheu: BOFU |
15% (2 bai) |
[so] |
|
| Pheu: Retention |
10% (2 bai) |
[so] |
|
| Pillar: Giao duc |
30–35% |
[so] |
|
| Pillar: Cam hung |
20–25% |
[so] |
|
| Pillar: Giai tri |
20–25% |
[so] |
|
| Pillar: Ban hang |
10–15% |
[so] |
|
| Pillar: Cong dong |
5–10% |
[so] |
|
| Source: FGC |
25–30% |
[so] |
|
| Source: Brand |
30–35% |
[so] |
|
| Source: UGC |
20–25% |
[so] |
|
| Source: EGC |
10–15% |
[so] |
|
Tan suat dang khuyen nghi theo kenh
| Kenh |
Toi thieu |
Khuyen nghi |
Toi uu |
Ghi chu |
| TikTok |
3 video/tuan |
5–7 video/tuan |
1–2 video/ngay |
Nhieu hon = nhieu data test |
| Facebook |
3 post/tuan |
4–5 post/tuan |
1 post/ngay |
Mix video + carousel + text |
| Instagram |
3 post/tuan |
4–5 post/tuan |
1 post/ngay |
Reels uu tien |
| Zalo OA |
1 broadcast/tuan |
2–3 broadcast/tuan |
3 broadcast/tuan |
Qua 3 → unfollow tang |
| Email |
1 email/tuan |
2 email/tuan |
2 email/tuan |
Qua nhieu → spam |
| YouTube |
1 video/tuan |
1–2 video/tuan |
2 video/tuan |
Chat luong > so luong |
| Blog/SEO |
1 bai/tuan |
2–4 bai/tuan |
1 bai/ngay |
SEO can thoi gian |
Cross-reference
| Khi can |
Goi skill |
| Script cho video TikTok trong lich |
04-script-video |
| Copy cho bai dang Facebook |
05-copy-quang-cao |
| Brief cho UGC/EGC trong lich |
06-brief-ugc-egc |
| Insight de chon chu de |
09-insight-khach-hang |
| Ke hoach tong the (lich nam trong do) |
00-ke-hoach-mkt |
Checklist chat luong
Truoc khi giao lich noi dung, kiem tra:
1---2name: 01-lich-noi-dung3description: Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.4---5
6# Lich Noi Dung
7
8---
9
10## Thu thap thong tin
11
12Hoi user toi da 4 cau truoc khi bat dau:
13
141. **San pham / dich vu gi?** Nganh hang, USP chinh, muc gia.
152. **Dang co kenh nao?** Liet ke kenh (TikTok, FB, IG, Zalo, Email, Blog), so follower/subscriber hien tai.
163. **Muc tieu thang nay la gi?** Tang follower / tang mess / tang don / ra mat san pham / chien dich Tet?
174. **Nguon luc content?** May nguoi lam content? Co quay video duoc khong? Co san UGC/testimonial khong?
18
19---
20
21## Content strategy truoc khi len lich
22
23Lich chi la be noi — truoc khi xep ngay nao dang gi, phai co strategy tra loi "brand nay noi ve dieu gi, tu goc nhin nao". Strategy tot = writer biet viet gi ke ca khi khong co brief.
24
25### Cau truc Pillar → Angle → Topic
26
27```
28Target audience → Insight (09) → Key message
29 → Pillar 1 / Pillar 2 / Pillar 3
30 → Angle 1.1 / 1.2 / 1.3 (goc nhin cu the trong pillar)
31 → Topic (bai viet / video cu the)
32```
33
34- **Pillar** = chu de lon ma brand co tham quyen noi — moi brand can 3-5 pillar, khong chong cheo.
35- **Angle** = goc nhin / cach tiep can cu the trong moi pillar.
36- **Topic** = bai cu the sinh ra tu angle (dung Content Matrix ben duoi de tao hang loat).
37
38Moi pillar khai bao du 4 muc: dinh nghia (brand noi ve dieu nay vi...), 3 angle chinh, format phu hop, tang pheu chu yeu.
39
40Cong thuc chon truc noi dung: **Truc noi dung = Muc tieu truyen thong x Van de khach hang x The manh thuong hieu.** Thieu 1 trong 3 ve la truc bi lech (chi co the manh = tu khen; chi co van de khach = khong khac biet).
41
42### Ti le pillar theo objective
43
44| Objective ky nay | Pillar thu hut | Pillar chuyen mon | Pillar chuyen doi |
45|------------------|----------------|-------------------|-------------------|
46| Awareness | 50% | 30% | 20% |
47| Leads | 30% | 40% | 30% |
48| Convert | 20% | 30% | 50% |
49
50### Hook bank — chuan bi truoc khi vao ky
51
52Truoc moi ky, viet san 20 hook theo 5 nhom (moi nhom 4 hook), viet that theo brand — khong de placeholder:
53
54| Nhom | Huong |
55|------|-------|
56| Pain hook | Bat dau bang noi dau cua khach |
57| Curiosity hook | Cau hoi / statement gay to mo |
58| Social proof hook | So lieu / testimonial an tuong |
59| Education hook | Kien thuc it nguoi biet |
60| Contrarian hook | Noi nguoc dieu thuong thay |
61
62> Cong thuc hook chi tiet: `references/hook-formulas-vn.md`. Tone hook doi chieu `35-brand-voice`.
63
64---
65
66## Quy trinh 5 giai doan cua content system
67
68Lich noi dung nam o giai doan 2 cua he thong content hoan chinh. Kiem tra giai doan truoc da xong chua roi hay len lich:
69
70| Giai doan | Viec can lam | Skill | Tieu chuan / Thoi gian |
71|-----------|--------------|-------|------------------------|
72| 1. Nen tang (lam 1 lan, review moi quy) | Brand voice, insight khach hang, nghien cuu doi thu, content strategy | `35-brand-voice`, `09-insight-khach-hang`, `08-nghien-cuu-doi-thu` | Brand voice lam truoc tien; strategy review sau 4 tuan dau |
73| 2. Lap ke hoach | Lich chi tiet tung ngay + brief tung bai | Skill nay + `36-content-brief` | Lich: 2-4 gio; brief: 30-60 phut/bai; 1 brief = 1 bai = 1 angle = 1 CTA |
74| 3. San xuat | Caption, script, email, ads copy, seeding, UGC | `37-caption-social`, `04-script-video`, `14-email-marketing`, `05-copy-quang-cao`, `38-seeding-plan`, `06-brief-ugc-egc` | Doc to len truoc khi chot; doi chieu brand voice moi bai |
75| 4. Brief visual | Brief anh / carousel / video cho designer, editor | `42-brief-hinh-anh`, `43-brief-carousel`, `44-brief-video-editor` | Chi brief visual khi copy DA duyet; gui kem reference |
76| 5. Do luong | Audit winner/loser, bao cao, plan ky sau tu data | `39-content-audit`, `07-bao-cao-marketing`, `40-next-content-plan` | Audit it nhat 1 lan/thang (keo data ngay 28-30); plan moi luon tu data cu |
77
78---
79
80## Nguyen tac xay lich noi dung
81
82### 1. Quy tac phan bo pheu (Funnel Distribution)
83
84| Tang pheu | Ti le | Muc dich | Loai noi dung |
85|-----------|-------|----------|--------------|
86| TOFU (Nhan biet) | 40% | Thu hut nguoi moi | Trend, tips, POV, behind scenes, cham noi dau |
87| MOFU (Can nhac) | 35% | Xay trust, thuyet phuc | Case study, review, so sanh, quy trinh, FAQ |
88| BOFU (Chuyen doi) | 15% | Chot don | Offer, deal, countdown, retarget, livestream |
89| Retention | 10% | Giu khach cu | VIP content, referral, community, re-engage |
90
91> Tham khao chi tiet goc do noi dung tai `references/content-angles.md`.
92
93### 2. Content Pillar Balance
94
95Moi thuong hieu can 3–5 pillar. Kiem tra balance moi tuan.
96
97| Pillar | Ti le khuyen nghi | Kiem tra tuan nay |
98|--------|-------------------|-------------------|
99| Giao duc (Education) | 30–35% | [so bai] / [tong bai] = [%] |
100| Cam hung (Inspiration) | 20–25% | [so bai] / [tong bai] = [%] |
101| Giai tri (Entertainment) | 20–25% | [so bai] / [tong bai] = [%] |
102| Ban hang (Selling) | 10–15% | [so bai] / [tong bai] = [%] |
103| Cong dong (Community) | 5–10% | [so bai] / [tong bai] = [%] |
104
105**Quy tac:** Neu 1 pillar lech qua 10% so voi khuyen nghi → dieu chinh tuan sau.
106
107### 3. Source Type Mix
108
109| Loai noi dung | Ti le | Mo ta |
110|---------------|-------|-------|
111| FGC (Founder Generated) | 25–30% | Founder/chuyen gia tu lam — trust cao nhat |
112| Brand Content | 30–35% | Noi dung thuong hieu chinh thuc |
113| UGC (User Generated) | 20–25% | Khach hang tu tao — social proof |
114| EGC (Employee Generated) | 10–15% | Nhan vien chia se — authentic |
115
116---
117
118## Content Matrix — Y tuong noi dung tu dong
119
120> Ma tran noi dung chuan hoa cho thi truong VN.
121
122Ghep **content pillar** cua brand voi **8 dinh dang** de tao 24–40 y tuong cung luc.
123
124### 8 dinh dang content
125
126| # | Dinh dang | Mo ta | Vi du |
127|---|-----------|-------|-------|
128| 1 | **Huong dan** | Day 1 ky nang cu the, buoc-buoc | "3 buoc setup Pixel Meta dung chuan" |
129| 2 | **Truyen cam hung** | Cau chuyen thanh cong, vuot kho | "Tu 0 follower den 50K trong 6 thang — chuyen that" |
130| 3 | **Phan tich** | Giai thich tai sao, co che hoat dong | "Tai sao ads ban dat ma khong co don? Root cause analysis" |
131| 4 | **Nguoc doi** | Thach thuc niem tin pho bien | "Chay ads nhieu hon KHONG phai la cach tang don" |
132| 5 | **Quan sat** | Xu huong an, dieu it ai de y | "Dieu dang xay ra tren TikTok Shop ma it ai biet" |
133| 6 | **So sanh X vs Y** | 2 cong cu/cach tiep can/chien luoc | "Meta Ads vs TikTok Ads: nganh nao chon gi?" |
134| 7 | **Hien tai vs Tuong lai** | Du bao, xu huong sap den | "Marketing 2025 vs 2026: 5 thay doi lon" |
135| 8 | **Danh sach** | Tips, sai lam, bai hoc, cong cu | "7 sai lam chay ads pho bien nhat cua SME Viet" |
136
137### Cach dung
138
1391. Lay 3–5 content pillar cua brand (tu `product-marketing-context` hoac hoi user)
1402. Tao bang: pillar (hang) x 8 dinh dang (cot) = 24–40 y tuong
1413. Moi o ghi **tieu de cu the** — khong ghi chung chung ("Marketing" ❌, "3 cach giam CPMess duoi 25K" ✅)
1424. Chon 15 y tuong tot nhat → dien vao lich noi dung tuan
143
144### Template content matrix
145
146```markdown
147| Pillar \ Dinh dang | Huong dan | Truyen cam hung | Phan tich | Nguoc doi | Quan sat | X vs Y | Hien tai vs TL | Danh sach |
148|---------------------|----------|-----------------|-----------|-----------|---------|--------|----------------|-----------|
149| [Pillar 1] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
150| [Pillar 2] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
151| [Pillar 3] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
152| [Pillar 4] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
153```
154
155> **Tip:** Chay content matrix 1 lan/thang → co san 32+ y tuong. Khong bao gio het chu de.
156
157---
158
159## Content Repurposing Matrix
160
161Quy tac 1:7 — moi noi dung goc tao ra it nhat 7 phien ban:
162
163### Bang repurposing
164
165| STT | Noi dung goc | Phien ban | Kenh muc tieu | Thoi luong / Do dai | Thoi gian san xuat |
166|-----|-------------|-----------|---------------|---------------------|--------------------|
167| 1 | Video dai 3–5 phut | Nguyen ban | YouTube | 3–5 phut | 2–4h |
168| 2 | | Clip ngan #1 (hook) | TikTok | 15–30s | 15 phut |
169| 3 | | Clip ngan #2 (tip chinh) | Reels | 15–30s | 15 phut |
170| 4 | | Clip ngan #3 (ket qua) | TikTok | 15–30s | 15 phut |
171| 5 | | Carousel 5–7 slide | Facebook, Instagram | 5–7 anh | 30 phut |
172| 6 | | Bai blog SEO | Website | 800–1500 tu | 1–2h |
173| 7 | | Email newsletter | Email list | 300–500 tu | 30 phut |
174| 8 | | 3 quote card | Story, Threads | 1 anh/card | 15 phut |
175| 9 | | Audio snippet | Zalo OA voice note | 1–2 phut | 10 phut |
176
177### Quy trinh repurpose
178
179```
180Ngay 1: Quay/viet noi dung goc
181Ngay 1: Cat clip ngan (3 clip, 45 phut)
182Ngay 2: Lam carousel + quote card (45 phut)
183Ngay 2: Viet blog tu noi dung goc (1–2h)
184Ngay 3: Gui email newsletter (30 phut)
185Ngay 3–7: Dang rai cac phien ban theo lich
186```
187
188---
189
190## Thoi gian dang toi uu — Vietnam
191
192### Gio vang theo kenh (UTC+7)
193
194| Kenh | Thu 2–6 | Thu 7 | Chu Nhat | Ghi chu |
195|------|---------|-------|----------|---------|
196| **TikTok** | 6:30–8:00, 11:30–13:00, 19:00–21:30 | 9:00–11:00, 19:00–22:00 | 10:00–12:00, 19:00–22:00 | Peak: 20:00–21:00 |
197| **Facebook** | 7:00–8:30, 11:00–13:00, 19:00–21:00 | 8:00–10:00, 19:00–21:00 | 9:00–11:00, 19:00–21:00 | Peak: 12:00, 20:00 |
198| **Instagram** | 7:00–9:00, 12:00–14:00, 18:00–20:00 | 9:00–11:00, 18:00–20:00 | 10:00–12:00 | Peak: 12:00–13:00 |
199| **Zalo OA** | 8:00–9:00, 17:00–18:30 | 9:00–10:00 | Khong gui | Gioi han 2–3 broadcast/tuan |
200| **Email** | 8:00–9:30, 14:00–15:00 | Khong gui | Khong gui | Thu 3 + Thu 5 tot nhat |
201| **YouTube** | 17:00–20:00 | 14:00–17:00 | 14:00–17:00 | Video dai — cuoi tuan tot hon |
202| **Blog/SEO** | Bat ky | Bat ky | Bat ky | Dang 2–4 bai/tuan, Google index 1–3 ngay |
203
204### Mua cao diem Vietnam
205
206| Thoi diem | Ghi chu | Dieu chinh |
207|-----------|---------|------------|
208| Tet Nguyen Dan (T1–T2) | CPM tang 30–50%, engagement tang | Tang content tru Tet, len lich truoc 2 tuan |
209| 8/3 + 20/10 | Nganh Beauty, F&B tang manh | Chay chien dich truoc 1 tuan |
210| Black Friday (T11) | E-commerce, courses | CPM tang 20–30% |
211| Back to school (T8–T9) | Education, edtech | Content giao duc tang |
212| He (T6–T8) | F&B, du lich, giai tri | Tang content giai tri, lifestyle |
213
214---
215
216## AI Content Scoring
217
218Cham diem moi content truoc khi dang (thang diem 10):
219
220| Tieu chi | Trong so | Diem (1–10) | Diem x Trong so |
221|----------|----------|-------------|-----------------|
222| **Hook** (3s dau co giu chan khong?) | 25% | [diem] | |
223| **Relevance** (dung insight khach hang?) | 20% | [diem] | |
224| **Value** (khach nhan duoc gi?) | 20% | [diem] | |
225| **CTA** (ro rang, de hanh dong?) | 15% | [diem] | |
226| **Visual** (chat luong hinh/video?) | 10% | [diem] | |
227| **Brand consistency** (dung tone, mau sac?) | 10% | [diem] | |
228| **Tong** | **100%** | | **[tong]/10** |
229
230**Nguong dang:**
231- 8–10: Dang ngay, co the boost paid
232- 6–7.9: Dang duoc, can chinh sua nhe
233- 4–5.9: Can viet lai hook hoac CTA
234- <4: Khong dang, lam lai
235
236---
237
238## Template lich noi dung tuan
239
240### Tuan [so] — [ngay bat dau] den [ngay ket thuc]
241
242| Ngay | Thu | Kenh | Gio dang | Dinh dang | Tang pheu | Pillar | Chu de | Hook / Headline | CTA | Source type | Nguoi TH | Trang thai |
243|------|-----|------|----------|-----------|-----------|--------|--------|-----------------|-----|-------------|----------|------------|
244| [ngay] | T2 | TikTok | 20:00 | Video 30s | TOFU | Giao duc | [chu de] | [hook 3s] | [CTA] | FGC | [ten] | Draft / Done / Posted |
245| [ngay] | T2 | Facebook | 12:00 | Carousel | MOFU | Cam hung | [chu de] | [headline] | [CTA] | Brand | [ten] | |
246| [ngay] | T3 | TikTok | 12:00 | Video 15s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
247| [ngay] | T3 | Email | 08:30 | Newsletter | MOFU | Giao duc | [chu de] | [subject line] | [CTA] | Brand | [ten] | |
248| [ngay] | T4 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
249| [ngay] | T4 | Facebook | 20:00 | Video 60s | BOFU | Ban hang | [chu de] | [headline] | [CTA] | Brand | [ten] | |
250| [ngay] | T5 | TikTok | 12:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
251| [ngay] | T5 | Email | 08:30 | Offer | BOFU | Ban hang | [chu de] | [subject line] | [CTA] | Brand | [ten] | |
252| [ngay] | T5 | Zalo OA | 17:00 | Broadcast | Retention | Cong dong | [chu de] | [tieu de] | [CTA] | Brand | [ten] | |
253| [ngay] | T6 | TikTok | 20:00 | Video 30s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
254| [ngay] | T6 | Facebook | 12:00 | Bai viet | MOFU | Giao duc | [chu de] | [headline] | [CTA] | Brand | [ten] | |
255| [ngay] | T7 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
256| [ngay] | T7 | Instagram | 18:00 | Reels | TOFU | Giai tri | [chu de] | [hook] | [CTA] | FGC | [ten] | |
257| [ngay] | CN | TikTok | 20:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
258| [ngay] | CN | Blog | -- | Bai viet | MOFU | Giao duc | [chu de] | [tieu de SEO] | [CTA] | Brand | [ten] | |
259
260### Kiem tra balance tuan
261
262| Hang muc | Ke hoach | Thuc te | Dung ti le? |
263|----------|----------|---------|-------------|
264| **Pheu:** TOFU | 40% (6 bai) | [so] | Co / Khong |
265| **Pheu:** MOFU | 35% (5 bai) | [so] | |
266| **Pheu:** BOFU | 15% (2 bai) | [so] | |
267| **Pheu:** Retention | 10% (2 bai) | [so] | |
268| **Pillar:** Giao duc | 30–35% | [so] | |
269| **Pillar:** Cam hung | 20–25% | [so] | |
270| **Pillar:** Giai tri | 20–25% | [so] | |
271| **Pillar:** Ban hang | 10–15% | [so] | |
272| **Pillar:** Cong dong | 5–10% | [so] | |
273| **Source:** FGC | 25–30% | [so] | |
274| **Source:** Brand | 30–35% | [so] | |
275| **Source:** UGC | 20–25% | [so] | |
276| **Source:** EGC | 10–15% | [so] | |
277
278---
279
280## Tan suat dang khuyen nghi theo kenh
281
282| Kenh | Toi thieu | Khuyen nghi | Toi uu | Ghi chu |
283|------|-----------|-------------|--------|---------|
284| TikTok | 3 video/tuan | 5–7 video/tuan | 1–2 video/ngay | Nhieu hon = nhieu data test |
285| Facebook | 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Mix video + carousel + text |
286| Instagram | 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Reels uu tien |
287| Zalo OA | 1 broadcast/tuan | 2–3 broadcast/tuan | 3 broadcast/tuan | Qua 3 → unfollow tang |
288| Email | 1 email/tuan | 2 email/tuan | 2 email/tuan | Qua nhieu → spam |
289| YouTube | 1 video/tuan | 1–2 video/tuan | 2 video/tuan | Chat luong > so luong |
290| Blog/SEO | 1 bai/tuan | 2–4 bai/tuan | 1 bai/ngay | SEO can thoi gian |
291
292---
293
294## Cross-reference
295
296| Khi can | Goi skill |
297|---------|-----------|
298| Script cho video TikTok trong lich | `04-script-video` |
299| Copy cho bai dang Facebook | `05-copy-quang-cao` |
300| Brief cho UGC/EGC trong lich | `06-brief-ugc-egc` |
301| Insight de chon chu de | `09-insight-khach-hang` |
302| Ke hoach tong the (lich nam trong do) | `00-ke-hoach-mkt` |
303
304---
305
306## Checklist chat luong
307
308Truoc khi giao lich noi dung, kiem tra:
309
310- [ ] Du 15 bai/tuan tro len (hoac dung tan suat user yeu cau)
311- [ ] Ti le pheu cong dung: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
312- [ ] Content pillar balance — khong lech qua 10%
313- [ ] Source type mix — co du FGC, Brand, UGC, EGC
314- [ ] Moi bai co hook/headline cu the — khong de trong
315- [ ] Moi bai co CTA ro rang
316- [ ] Gio dang theo gio vang Vietnam (UTC+7)
317- [ ] Khong dang 2 bai cung kenh cung gio
318- [ ] Content repurposing — moi noi dung goc co it nhat 3 phien ban
319- [ ] Zalo OA khong qua 3 broadcast/tuan
320- [ ] Email khong qua 2 email/tuan (tru chuoi welcome)
321- [ ] Co cot nguoi thuc hien va trang thai
322- [ ] AI Content Score >= 6 cho moi bai
gabrielmoreira