Content Marketing

Content Marketing Skill

B2B content strategy and creation for demand generation and thought leadership.

Quick Reference

Content Strategy Framework

Content Pillars

content_pillars:
  definition: "3-5 core themes all content maps to"

  example_gtm_engineer:
    pillar_1:
      name: "AI in Sales"
      topics:
        - "LLM-powered sales automation"
        - "AI agents for outreach"
        - "Cost-optimized AI stacks"

    pillar_2:
      name: "GTM Engineering"
      topics:
        - "Building GTM infrastructure"
        - "Sales + engineering hybrid roles"
        - "Automating the revenue engine"

    pillar_3:
      name: "B2B Sales Craft"
      topics:
        - "Discovery techniques"
        - "Enterprise selling"
        - "25 years of sales lessons"

Content Calendar Template

## Monthly Content Calendar

### Week 1: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Week 2: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Monthly Goals
- [ ] 8 LinkedIn posts
- [ ] 2 Blog articles
- [ ] 1 Case study
- [ ] __ impressions target
- [ ] __ engagement target

LinkedIn Content

Post Formats That Work

The Hook + Story + Lesson

[Provocative hook - 1 line]

[Story - 3-5 lines]

[Lesson/takeaway - 2-3 lines]

[Call to action or question]

The List Post

[Number] things I learned about [topic]:

1. [Point] - [One line explanation]
2. [Point] - [One line explanation]
...

Which resonates most with you?

The Contrarian Take

Unpopular opinion: [Contrarian statement]

Here's why:

[3-4 supporting points]

Agree or disagree?

LinkedIn Best Practices

linkedin_tactics:
  posting:
    frequency: "3-5x per week"
    best_times: "7-8am, 12pm, 5-6pm (local)"
    best_days: "Tuesday-Thursday"

  formatting:
    - "First line is the hook (shows in preview)"
    - "Use line breaks liberally"
    - "Keep paragraphs to 1-2 sentences"
    - "End with engagement prompt"

  engagement:
    - "Reply to every comment within 1 hour"
    - "Comment on 10 posts before posting"
    - "Tag sparingly (only if relevant)"
    - "No links in post (kills reach)"

  hashtags:
    count: "3-5 max"
    placement: "End of post"
    mix: "1 broad, 2 niche, 2 industry"

LinkedIn Post Templates

Sharing a Win

We just [achievement].

Here's what made the difference:

→ [Key factor 1]
→ [Key factor 2]
→ [Key factor 3]

The biggest lesson: [Insight]

What's working for you lately?

Teaching from Experience

After [X years/deals/projects] in [field], here's what I know for sure:

[Lesson 1]
↳ [Brief explanation]

[Lesson 2]
↳ [Brief explanation]

[Lesson 3]
↳ [Brief explanation]

What would you add?

Blog Content

Blog Post Structure

## [Title - Include primary keyword]

**Meta description**: [150-160 chars with keyword]

### Introduction (100-150 words)
- Hook: Start with pain point or surprising stat
- Context: Why this matters now
- Promise: What reader will learn

### Section 1: [H2 with keyword variation]
- Key point
- Supporting evidence
- Example or data

### Section 2: [H2]
- Key point
- Supporting evidence
- Example or data

### Section 3: [H2]
- Key point
- Supporting evidence
- Example or data

### Conclusion
- Summarize key points
- Call to action
- Next step for reader

**Word count target**: 1,500-2,500 for SEO

SEO Checklist

## Blog SEO Checklist

### On-Page SEO
- [ ] Primary keyword in title (front-loaded)
- [ ] Primary keyword in URL slug
- [ ] Primary keyword in first 100 words
- [ ] Primary keyword in H1
- [ ] Secondary keywords in H2s
- [ ] Meta description (150-160 chars)
- [ ] Image alt text with keywords
- [ ] Internal links (2-3)
- [ ] External links (1-2 authoritative)

### Content Quality
- [ ] Answers search intent
- [ ] Better than top 3 results
- [ ] Includes unique data/perspective
- [ ] Readable (short paragraphs, bullets)
- [ ] Mobile-friendly formatting

### Technical
- [ ] URL is clean (/blog/keyword-topic)
- [ ] Page loads <3 seconds
- [ ] Images compressed
- [ ] Schema markup (if applicable)

Case Studies

Case Study Structure

# [Customer Name]: [Headline Result]

## The Challenge
- Company background (1-2 sentences)
- Situation before (pain points)
- Why they needed to change

## The Solution
- Why they chose us
- Implementation overview
- Key features/services used

## The Results
- Quantified outcomes (3-5 metrics)
- Qualitative improvements
- Timeline to results

## Customer Quote
> "[Compelling testimonial]"
> — [Name], [Title] at [Company]

## Key Takeaways
1. [Lesson others can apply]
2. [Lesson others can apply]
3. [Lesson others can apply]

Case Study Metrics to Include

strong_metrics:
  revenue:
    - "Increased revenue by X%"
    - "Generated $X in new business"
    - "Reduced costs by $X"

  efficiency:
    - "Saved X hours per week"
    - "Reduced processing time by X%"
    - "Automated X% of manual tasks"

  performance:
    - "Improved conversion by X%"
    - "Increased win rate from X% to Y%"
    - "Shortened sales cycle by X days"

  scale:
    - "Scaled from X to Y users"
    - "Handled Xx more volume"
    - "Expanded to X new markets"

Video Content

Video Script Structure

## [Video Title]
**Length**: [Target duration]
**Goal**: [What viewer should do/learn]

### HOOK (0:00-0:15)
[Attention-grabbing opening - question, stat, or bold claim]

### INTRO (0:15-0:30)
"Hey, I'm [Name]. Today I'm going to show you [promise]"

### MAIN CONTENT
**Point 1** (0:30-2:00)
[Key insight + example]

**Point 2** (2:00-3:30)
[Key insight + example]

**Point 3** (3:30-5:00)
[Key insight + example]

### CTA (5:00-5:30)
"If this was helpful, [subscribe/follow/download].
Next video, I'll cover [teaser]"

### B-ROLL NOTES
- [Visual to show at timestamp]
- [Screen recording needed]
- [Graphic to create]

Content Repurposing

One Piece → Many Formats

Original: Long-form blog post (2000 words)
           ↓
├── LinkedIn carousel (10 slides)
├── Twitter/X thread (10 tweets)
├── Email newsletter summary
├── Short-form video script (2 min)
├── Podcast talking points
├── Infographic
└── Quote graphics (5-10)

Integration Notes

• Pairs with: gtm-strategy-skill (messaging), market-research-skill (topics)
• Tools: LinkedIn, WordPress, Canva, Descript
• Projects: coperniq-video-factory, gtm-engineer-journey

Reference Files

• reference/linkedin-templates.md - 20+ post templates
• reference/blog-templates.md - Article structures by type
• reference/seo-checklist.md - Comprehensive SEO guide
• reference/video-scripts.md - Video content frameworks