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-dung
3description: "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."
4metadata:
5 version: 2.3.1
6 category: content
7triggers:
8 - "lich noi dung"
9 - "len lich dang bai"
10 - "ke hoach noi dung thang"
11 - "content calendar"
12 - "lich dang"
13 - "content strategy"
14 - "chien luoc content"
15 - "content pillar"
16output: File .md gom lich noi dung hang tuan co day du cot — ngay, kenh, dinh dang, tang pheu, pillar, CTA, nguoi thuc hien, trang thai
17related:
18 - 00-ke-hoach-mkt
19 - 04-script-video
20 - 05-copy-quang-cao
21 - 06-brief-ugc-egc
22 - 09-insight-khach-hang
23 - 15-social-listening
24 - 35-brand-voice
25 - 36-content-brief
26 - 39-content-audit
27 - 40-next-content-plan
28 - references/hook-formulas-vn
29---
30
31# Lich Noi Dung
32
33---
34
35## Thu thap thong tin
36
37Hoi user toi da 4 cau truoc khi bat dau:
38
391. **San pham / dich vu gi?** Nganh hang, USP chinh, muc gia.
402. **Dang co kenh nao?** Liet ke kenh (TikTok, FB, IG, Zalo, Email, Blog), so follower/subscriber hien tai.
413. **Muc tieu thang nay la gi?** Tang follower / tang mess / tang don / ra mat san pham / chien dich Tet?
424. **Nguon luc content?** May nguoi lam content? Co quay video duoc khong? Co san UGC/testimonial khong?
43
44---
45
46## Content strategy truoc khi len lich
47
48Lich 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.
49
50### Cau truc Pillar → Angle → Topic
51
52```
53Target audience → Insight (09) → Key message
54 → Pillar 1 / Pillar 2 / Pillar 3
55 → Angle 1.1 / 1.2 / 1.3 (goc nhin cu the trong pillar)
56 → Topic (bai viet / video cu the)
57```
58
59- **Pillar** = chu de lon ma brand co tham quyen noi — moi brand can 3-5 pillar, khong chong cheo.
60- **Angle** = goc nhin / cach tiep can cu the trong moi pillar.
61- **Topic** = bai cu the sinh ra tu angle (dung Content Matrix ben duoi de tao hang loat).
62
63Moi pillar khai bao du 4 muc: dinh nghia (brand noi ve dieu nay vi...), 3 angle chinh, format phu hop, tang pheu chu yeu.
64
65Cong 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).
66
67### Ti le pillar theo objective
68
69| Objective ky nay | Pillar thu hut | Pillar chuyen mon | Pillar chuyen doi |
70|------------------|----------------|-------------------|-------------------|
71| Awareness | 50% | 30% | 20% |
72| Leads | 30% | 40% | 30% |
73| Convert | 20% | 30% | 50% |
74
75### Hook bank — chuan bi truoc khi vao ky
76
77Truoc moi ky, viet san 20 hook theo 5 nhom (moi nhom 4 hook), viet that theo brand — khong de placeholder:
78
79| Nhom | Huong |
80|------|-------|
81| Pain hook | Bat dau bang noi dau cua khach |
82| Curiosity hook | Cau hoi / statement gay to mo |
83| Social proof hook | So lieu / testimonial an tuong |
84| Education hook | Kien thuc it nguoi biet |
85| Contrarian hook | Noi nguoc dieu thuong thay |
86
87> Cong thuc hook chi tiet: `references/hook-formulas-vn.md`. Tone hook doi chieu `35-brand-voice`.
88
89---
90
91## Quy trinh 5 giai doan cua content system
92
93Lich 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:
94
95| Giai doan | Viec can lam | Skill | Tieu chuan / Thoi gian |
96|-----------|--------------|-------|------------------------|
97| 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 |
98| 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 |
99| 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 |
100| 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 |
101| 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 |
102
103---
104
105## Nguyen tac xay lich noi dung
106
107### 1. Quy tac phan bo pheu (Funnel Distribution)
108
109| Tang pheu | Ti le | Muc dich | Loai noi dung |
110|-----------|-------|----------|--------------|
111| TOFU (Nhan biet) | 40% | Thu hut nguoi moi | Trend, tips, POV, behind scenes, cham noi dau |
112| MOFU (Can nhac) | 35% | Xay trust, thuyet phuc | Case study, review, so sanh, quy trinh, FAQ |
113| BOFU (Chuyen doi) | 15% | Chot don | Offer, deal, countdown, retarget, livestream |
114| Retention | 10% | Giu khach cu | VIP content, referral, community, re-engage |
115
116> Tham khao chi tiet goc do noi dung tai `references/content-angles.md`.
117
118### 2. Content Pillar Balance
119
120Moi thuong hieu can 3–5 pillar. Kiem tra balance moi tuan.
121
122| Pillar | Ti le khuyen nghi | Kiem tra tuan nay |
123|--------|-------------------|-------------------|
124| Giao duc (Education) | 30–35% | [so bai] / [tong bai] = [%] |
125| Cam hung (Inspiration) | 20–25% | [so bai] / [tong bai] = [%] |
126| Giai tri (Entertainment) | 20–25% | [so bai] / [tong bai] = [%] |
127| Ban hang (Selling) | 10–15% | [so bai] / [tong bai] = [%] |
128| Cong dong (Community) | 5–10% | [so bai] / [tong bai] = [%] |
129
130**Quy tac:** Neu 1 pillar lech qua 10% so voi khuyen nghi → dieu chinh tuan sau.
131
132### 3. Source Type Mix
133
134| Loai noi dung | Ti le | Mo ta |
135|---------------|-------|-------|
136| FGC (Founder Generated) | 25–30% | Founder/chuyen gia tu lam — trust cao nhat |
137| Brand Content | 30–35% | Noi dung thuong hieu chinh thuc |
138| UGC (User Generated) | 20–25% | Khach hang tu tao — social proof |
139| EGC (Employee Generated) | 10–15% | Nhan vien chia se — authentic |
140
141---
142
143## Content Matrix — Y tuong noi dung tu dong
144
145> Ma tran noi dung chuan hoa cho thi truong VN.
146
147Ghep **content pillar** cua brand voi **8 dinh dang** de tao 24–40 y tuong cung luc.
148
149### 8 dinh dang content
150
151| # | Dinh dang | Mo ta | Vi du |
152|---|-----------|-------|-------|
153| 1 | **Huong dan** | Day 1 ky nang cu the, buoc-buoc | "3 buoc setup Pixel Meta dung chuan" |
154| 2 | **Truyen cam hung** | Cau chuyen thanh cong, vuot kho | "Tu 0 follower den 50K trong 6 thang — chuyen that" |
155| 3 | **Phan tich** | Giai thich tai sao, co che hoat dong | "Tai sao ads ban dat ma khong co don? Root cause analysis" |
156| 4 | **Nguoc doi** | Thach thuc niem tin pho bien | "Chay ads nhieu hon KHONG phai la cach tang don" |
157| 5 | **Quan sat** | Xu huong an, dieu it ai de y | "Dieu dang xay ra tren TikTok Shop ma it ai biet" |
158| 6 | **So sanh X vs Y** | 2 cong cu/cach tiep can/chien luoc | "Meta Ads vs TikTok Ads: nganh nao chon gi?" |
159| 7 | **Hien tai vs Tuong lai** | Du bao, xu huong sap den | "Marketing 2025 vs 2026: 5 thay doi lon" |
160| 8 | **Danh sach** | Tips, sai lam, bai hoc, cong cu | "7 sai lam chay ads pho bien nhat cua SME Viet" |
161
162### Cach dung
163
1641. Lay 3–5 content pillar cua brand (tu `product-marketing-context` hoac hoi user)
1652. Tao bang: pillar (hang) x 8 dinh dang (cot) = 24–40 y tuong
1663. Moi o ghi **tieu de cu the** — khong ghi chung chung ("Marketing" ❌, "3 cach giam CPMess duoi 25K" ✅)
1674. Chon 15 y tuong tot nhat → dien vao lich noi dung tuan
168
169### Template content matrix
170
171```markdown
172| Pillar \ Dinh dang | Huong dan | Truyen cam hung | Phan tich | Nguoc doi | Quan sat | X vs Y | Hien tai vs TL | Danh sach |
173|---------------------|----------|-----------------|-----------|-----------|---------|--------|----------------|-----------|
174| [Pillar 1] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
175| [Pillar 2] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
176| [Pillar 3] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
177| [Pillar 4] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
178```
179
180> **Tip:** Chay content matrix 1 lan/thang → co san 32+ y tuong. Khong bao gio het chu de.
181
182---
183
184## Content Repurposing Matrix
185
186Quy tac 1:7 — moi noi dung goc tao ra it nhat 7 phien ban:
187
188### Bang repurposing
189
190| STT | Noi dung goc | Phien ban | Kenh muc tieu | Thoi luong / Do dai | Thoi gian san xuat |
191|-----|-------------|-----------|---------------|---------------------|--------------------|
192| 1 | Video dai 3–5 phut | Nguyen ban | YouTube | 3–5 phut | 2–4h |
193| 2 | | Clip ngan #1 (hook) | TikTok | 15–30s | 15 phut |
194| 3 | | Clip ngan #2 (tip chinh) | Reels | 15–30s | 15 phut |
195| 4 | | Clip ngan #3 (ket qua) | TikTok | 15–30s | 15 phut |
196| 5 | | Carousel 5–7 slide | Facebook, Instagram | 5–7 anh | 30 phut |
197| 6 | | Bai blog SEO | Website | 800–1500 tu | 1–2h |
198| 7 | | Email newsletter | Email list | 300–500 tu | 30 phut |
199| 8 | | 3 quote card | Story, Threads | 1 anh/card | 15 phut |
200| 9 | | Audio snippet | Zalo OA voice note | 1–2 phut | 10 phut |
201
202### Quy trinh repurpose
203
204```
205Ngay 1: Quay/viet noi dung goc
206Ngay 1: Cat clip ngan (3 clip, 45 phut)
207Ngay 2: Lam carousel + quote card (45 phut)
208Ngay 2: Viet blog tu noi dung goc (1–2h)
209Ngay 3: Gui email newsletter (30 phut)
210Ngay 3–7: Dang rai cac phien ban theo lich
211```
212
213---
214
215## Thoi gian dang toi uu — Vietnam
216
217### Gio vang theo kenh (UTC+7)
218
219| Kenh | Thu 2–6 | Thu 7 | Chu Nhat | Ghi chu |
220|------|---------|-------|----------|---------|
221| **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 |
222| **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 |
223| **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 |
224| **Zalo OA** | 8:00–9:00, 17:00–18:30 | 9:00–10:00 | Khong gui | Gioi han 2–3 broadcast/tuan |
225| **Email** | 8:00–9:30, 14:00–15:00 | Khong gui | Khong gui | Thu 3 + Thu 5 tot nhat |
226| **YouTube** | 17:00–20:00 | 14:00–17:00 | 14:00–17:00 | Video dai — cuoi tuan tot hon |
227| **Blog/SEO** | Bat ky | Bat ky | Bat ky | Dang 2–4 bai/tuan, Google index 1–3 ngay |
228
229### Mua cao diem Vietnam
230
231| Thoi diem | Ghi chu | Dieu chinh |
232|-----------|---------|------------|
233| Tet Nguyen Dan (T1–T2) | CPM tang 30–50%, engagement tang | Tang content tru Tet, len lich truoc 2 tuan |
234| 8/3 + 20/10 | Nganh Beauty, F&B tang manh | Chay chien dich truoc 1 tuan |
235| Black Friday (T11) | E-commerce, courses | CPM tang 20–30% |
236| Back to school (T8–T9) | Education, edtech | Content giao duc tang |
237| He (T6–T8) | F&B, du lich, giai tri | Tang content giai tri, lifestyle |
238
239---
240
241## AI Content Scoring
242
243Cham diem moi content truoc khi dang (thang diem 10):
244
245| Tieu chi | Trong so | Diem (1–10) | Diem x Trong so |
246|----------|----------|-------------|-----------------|
247| **Hook** (3s dau co giu chan khong?) | 25% | [diem] | |
248| **Relevance** (dung insight khach hang?) | 20% | [diem] | |
249| **Value** (khach nhan duoc gi?) | 20% | [diem] | |
250| **CTA** (ro rang, de hanh dong?) | 15% | [diem] | |
251| **Visual** (chat luong hinh/video?) | 10% | [diem] | |
252| **Brand consistency** (dung tone, mau sac?) | 10% | [diem] | |
253| **Tong** | **100%** | | **[tong]/10** |
254
255**Nguong dang:**
256- 8–10: Dang ngay, co the boost paid
257- 6–7.9: Dang duoc, can chinh sua nhe
258- 4–5.9: Can viet lai hook hoac CTA
259- <4: Khong dang, lam lai
260
261---
262
263## Template lich noi dung tuan
264
265### Tuan [so] — [ngay bat dau] den [ngay ket thuc]
266
267| Ngay | Thu | Kenh | Gio dang | Dinh dang | Tang pheu | Pillar | Chu de | Hook / Headline | CTA | Source type | Nguoi TH | Trang thai |
268|------|-----|------|----------|-----------|-----------|--------|--------|-----------------|-----|-------------|----------|------------|
269| [ngay] | T2 | TikTok | 20:00 | Video 30s | TOFU | Giao duc | [chu de] | [hook 3s] | [CTA] | FGC | [ten] | Draft / Done / Posted |
270| [ngay] | T2 | Facebook | 12:00 | Carousel | MOFU | Cam hung | [chu de] | [headline] | [CTA] | Brand | [ten] | |
271| [ngay] | T3 | TikTok | 12:00 | Video 15s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
272| [ngay] | T3 | Email | 08:30 | Newsletter | MOFU | Giao duc | [chu de] | [subject line] | [CTA] | Brand | [ten] | |
273| [ngay] | T4 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
274| [ngay] | T4 | Facebook | 20:00 | Video 60s | BOFU | Ban hang | [chu de] | [headline] | [CTA] | Brand | [ten] | |
275| [ngay] | T5 | TikTok | 12:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
276| [ngay] | T5 | Email | 08:30 | Offer | BOFU | Ban hang | [chu de] | [subject line] | [CTA] | Brand | [ten] | |
277| [ngay] | T5 | Zalo OA | 17:00 | Broadcast | Retention | Cong dong | [chu de] | [tieu de] | [CTA] | Brand | [ten] | |
278| [ngay] | T6 | TikTok | 20:00 | Video 30s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
279| [ngay] | T6 | Facebook | 12:00 | Bai viet | MOFU | Giao duc | [chu de] | [headline] | [CTA] | Brand | [ten] | |
280| [ngay] | T7 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
281| [ngay] | T7 | Instagram | 18:00 | Reels | TOFU | Giai tri | [chu de] | [hook] | [CTA] | FGC | [ten] | |
282| [ngay] | CN | TikTok | 20:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
283| [ngay] | CN | Blog | -- | Bai viet | MOFU | Giao duc | [chu de] | [tieu de SEO] | [CTA] | Brand | [ten] | |
284
285### Kiem tra balance tuan
286
287| Hang muc | Ke hoach | Thuc te | Dung ti le? |
288|----------|----------|---------|-------------|
289| **Pheu:** TOFU | 40% (6 bai) | [so] | Co / Khong |
290| **Pheu:** MOFU | 35% (5 bai) | [so] | |
291| **Pheu:** BOFU | 15% (2 bai) | [so] | |
292| **Pheu:** Retention | 10% (2 bai) | [so] | |
293| **Pillar:** Giao duc | 30–35% | [so] | |
294| **Pillar:** Cam hung | 20–25% | [so] | |
295| **Pillar:** Giai tri | 20–25% | [so] | |
296| **Pillar:** Ban hang | 10–15% | [so] | |
297| **Pillar:** Cong dong | 5–10% | [so] | |
298| **Source:** FGC | 25–30% | [so] | |
299| **Source:** Brand | 30–35% | [so] | |
300| **Source:** UGC | 20–25% | [so] | |
301| **Source:** EGC | 10–15% | [so] | |
302
303---
304
305## Tan suat dang khuyen nghi theo kenh
306
307| Kenh | Toi thieu | Khuyen nghi | Toi uu | Ghi chu |
308|------|-----------|-------------|--------|---------|
309| TikTok | 3 video/tuan | 5–7 video/tuan | 1–2 video/ngay | Nhieu hon = nhieu data test |
310| Facebook | 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Mix video + carousel + text |
311| Instagram | 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Reels uu tien |
312| Zalo OA | 1 broadcast/tuan | 2–3 broadcast/tuan | 3 broadcast/tuan | Qua 3 → unfollow tang |
313| Email | 1 email/tuan | 2 email/tuan | 2 email/tuan | Qua nhieu → spam |
314| YouTube | 1 video/tuan | 1–2 video/tuan | 2 video/tuan | Chat luong > so luong |
315| Blog/SEO | 1 bai/tuan | 2–4 bai/tuan | 1 bai/ngay | SEO can thoi gian |
316
317---
318
319## Cross-reference
320
321| Khi can | Goi skill |
322|---------|-----------|
323| Script cho video TikTok trong lich | `04-script-video` |
324| Copy cho bai dang Facebook | `05-copy-quang-cao` |
325| Brief cho UGC/EGC trong lich | `06-brief-ugc-egc` |
326| Insight de chon chu de | `09-insight-khach-hang` |
327| Ke hoach tong the (lich nam trong do) | `00-ke-hoach-mkt` |
328
329---
330
331## Checklist chat luong
332
333Truoc khi giao lich noi dung, kiem tra:
334
335- [ ] Du 15 bai/tuan tro len (hoac dung tan suat user yeu cau)
336- [ ] Ti le pheu cong dung: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
337- [ ] Content pillar balance — khong lech qua 10%
338- [ ] Source type mix — co du FGC, Brand, UGC, EGC
339- [ ] Moi bai co hook/headline cu the — khong de trong
340- [ ] Moi bai co CTA ro rang
341- [ ] Gio dang theo gio vang Vietnam (UTC+7)
342- [ ] Khong dang 2 bai cung kenh cung gio
343- [ ] Content repurposing — moi noi dung goc co it nhat 3 phien ban
344- [ ] Zalo OA khong qua 3 broadcast/tuan
345- [ ] Email khong qua 2 email/tuan (tru chuoi welcome)
346- [ ] Co cot nguoi thuc hien va trang thai
347- [ ] AI Content Score >= 6 cho moi bai
gabrielmoreira