Content Strategy
Content planning, creation, and distribution for sustainable organic growth.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
When to Use This Skill
Apply content strategy expertise when:
- Planning content calendars and editorial workflows
- Developing content pillars and themes
- Creating distribution strategies
- Mapping content to funnel stages
- Repurposing content across channels
- Measuring content performance
Core Concepts
Content Pillars
Content pillars are the main themes your content revolves around.
Criteria for Strong Pillars:
- Aligned with business goals
- Relevant to audience pain points
- Differentiates from competitors
- Sustainable long-term (evergreen potential)
- SEO opportunity (search volume)
Example Pillar Structure:
| Pillar |
Purpose |
Content Types |
| Industry Insights |
Thought leadership |
Reports, trends, analysis |
| How-To/Tutorials |
Education |
Guides, videos, templates |
| Customer Success |
Social proof |
Case studies, testimonials |
| Product Updates |
Awareness |
Release notes, feature deep-dives |
| Company Culture |
Employer brand |
Behind-scenes, team stories |
Content by Funnel Stage
| Stage |
Goal |
Content Type |
Format |
CTA |
| TOFU (Awareness) |
Attract |
Blog posts, social, video |
Short, shareable |
Subscribe, Follow |
| MOFU (Consideration) |
Educate |
Ebooks, webinars, guides |
In-depth, gated |
Download, Register |
| BOFU (Decision) |
Convert |
Case studies, demos, comparisons |
Specific, proof-heavy |
Trial, Demo, Buy |
| Retention |
Retain |
Tutorials, community, newsletters |
Ongoing value |
Upgrade, Refer |
Content Mix Framework
70-20-10 Rule:
- 70% proven content (what works, repeat it)
- 20% iterative improvements (variations on winners)
- 10% experimental (new formats, topics, channels)
Content Type Mix:
- 40% Educational (builds trust)
- 30% Engaging (builds community)
- 20% Inspirational (builds connection)
- 10% Promotional (drives action)
Content Calendar Structure
Weekly Cadence Example:
| Day |
Primary Channel |
Content Type |
Goal |
| Monday |
Blog |
Educational |
SEO traffic |
| Tuesday |
LinkedIn |
Thought leadership |
B2B engagement |
| Wednesday |
Email |
Nurture |
Subscriber retention |
| Thursday |
Social |
Community |
Engagement |
| Friday |
Video |
Educational |
Multi-channel |
Content Repurposing Matrix
| Original |
→ Blog Post |
→ Social |
→ Email |
→ Video |
| Webinar |
Recap post |
Key quotes |
Summary |
Clips |
| Case Study |
Detailed post |
Stats carousel |
Teaser |
Interview |
| Research Report |
Analysis post |
Data graphics |
Key findings |
Explainer |
| Podcast |
Transcript post |
Audiograms |
Highlights |
Video version |
Best Practices
Planning Excellence
- Audience-First: Research pain points before creating
- Keyword Integration: SEO considerations in topic selection
- Competitive Gap: What are competitors NOT covering?
- Resource Reality: Plan for actual capacity, not aspirations
Creation Excellence
- Hook First: Lead with value, not background
- Scannable Format: Headers, bullets, visuals
- One CTA per Piece: Clear next step
- Evergreen Priority: Maximize content lifespan
Distribution Excellence
- Channel-Native: Adapt format per platform
- Timing Optimization: Post when audience is active
- Promotion Balance: 20% creation, 80% promotion
- Amplification Partners: Influencers, communities, syndication
Agent Integration
| Agent |
How They Use This Skill |
planner |
Building content calendars and editorial plans |
copywriter |
Creating content aligned with strategy |
attraction-specialist |
SEO-optimized content creation |
email-wizard |
Email content aligned with nurture goals |
Anti-Patterns to Avoid
| Anti-Pattern |
Why It's Wrong |
Do This Instead |
| Creating without strategy |
Random content, no compounding |
Define pillars first |
| All BOFU content |
Ignores 97% not ready to buy |
Full-funnel approach |
| Publish and forget |
Wastes content investment |
Promote and repurpose |
| Quantity over quality |
Dilutes brand, wastes resources |
Better content, less often |
| Ignoring data |
Repeating what doesn't work |
Analyze and iterate |
Content Performance Metrics
| Stage |
Key Metrics |
Good Benchmark |
| TOFU |
Traffic, reach, impressions |
+10% MoM growth |
| MOFU |
Downloads, signups, engagement |
2-5% conversion |
| BOFU |
Demos, trials, influenced revenue |
10-20% of pipeline |
| Overall |
Content ROI, CAC impact |
3:1 return |
Related Commands
/campaign/calendar - Generate content calendar/content/blog - Create SEO-optimized blog post/content/social - Create platform-specific social content
References
references/content-pillars.md - Building pillar strategyreferences/editorial-calendar.md - Calendar planningreferences/repurposing.md - Content multiplicationreferences/distribution.md - Amplification strategies
1---2name: content-strategy3description: Content planning, creation, and distribution strategy. Use when planning content calendars, developing content pillars, creating editorial strategies, or optimizing content for different funnel stages.4---5
6# Content Strategy
7
8Content planning, creation, and distribution for sustainable organic growth.
9
10## Language & Quality Standards
11
12**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
13
14**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
15
16---
17
18## When to Use This Skill
19
20Apply content strategy expertise when:
21- Planning content calendars and editorial workflows
22- Developing content pillars and themes
23- Creating distribution strategies
24- Mapping content to funnel stages
25- Repurposing content across channels
26- Measuring content performance
27
28## Core Concepts
29
30### Content Pillars
31
32Content pillars are the main themes your content revolves around.
33
34**Criteria for Strong Pillars**:
35- Aligned with business goals
36- Relevant to audience pain points
37- Differentiates from competitors
38- Sustainable long-term (evergreen potential)
39- SEO opportunity (search volume)
40
41**Example Pillar Structure**:
42| Pillar | Purpose | Content Types |
43|--------|---------|---------------|
44| Industry Insights | Thought leadership | Reports, trends, analysis |
45| How-To/Tutorials | Education | Guides, videos, templates |
46| Customer Success | Social proof | Case studies, testimonials |
47| Product Updates | Awareness | Release notes, feature deep-dives |
48| Company Culture | Employer brand | Behind-scenes, team stories |
49
50### Content by Funnel Stage
51
52| Stage | Goal | Content Type | Format | CTA |
53|-------|------|--------------|--------|-----|
54| TOFU (Awareness) | Attract | Blog posts, social, video | Short, shareable | Subscribe, Follow |
55| MOFU (Consideration) | Educate | Ebooks, webinars, guides | In-depth, gated | Download, Register |
56| BOFU (Decision) | Convert | Case studies, demos, comparisons | Specific, proof-heavy | Trial, Demo, Buy |
57| Retention | Retain | Tutorials, community, newsletters | Ongoing value | Upgrade, Refer |
58
59### Content Mix Framework
60
61**70-20-10 Rule**:
62- 70% proven content (what works, repeat it)
63- 20% iterative improvements (variations on winners)
64- 10% experimental (new formats, topics, channels)
65
66**Content Type Mix**:
67- 40% Educational (builds trust)
68- 30% Engaging (builds community)
69- 20% Inspirational (builds connection)
70- 10% Promotional (drives action)
71
72### Content Calendar Structure
73
74**Weekly Cadence Example**:
75| Day | Primary Channel | Content Type | Goal |
76|-----|-----------------|--------------|------|
77| Monday | Blog | Educational | SEO traffic |
78| Tuesday | LinkedIn | Thought leadership | B2B engagement |
79| Wednesday | Email | Nurture | Subscriber retention |
80| Thursday | Social | Community | Engagement |
81| Friday | Video | Educational | Multi-channel |
82
83### Content Repurposing Matrix
84
85| Original | → Blog Post | → Social | → Email | → Video |
86|----------|-------------|----------|---------|---------|
87| Webinar | Recap post | Key quotes | Summary | Clips |
88| Case Study | Detailed post | Stats carousel | Teaser | Interview |
89| Research Report | Analysis post | Data graphics | Key findings | Explainer |
90| Podcast | Transcript post | Audiograms | Highlights | Video version |
91
92## Best Practices
93
94### Planning Excellence
951. **Audience-First**: Research pain points before creating
962. **Keyword Integration**: SEO considerations in topic selection
973. **Competitive Gap**: What are competitors NOT covering?
984. **Resource Reality**: Plan for actual capacity, not aspirations
99
100### Creation Excellence
1011. **Hook First**: Lead with value, not background
1022. **Scannable Format**: Headers, bullets, visuals
1033. **One CTA per Piece**: Clear next step
1044. **Evergreen Priority**: Maximize content lifespan
105
106### Distribution Excellence
1071. **Channel-Native**: Adapt format per platform
1082. **Timing Optimization**: Post when audience is active
1093. **Promotion Balance**: 20% creation, 80% promotion
1104. **Amplification Partners**: Influencers, communities, syndication
111
112## Agent Integration
113
114| Agent | How They Use This Skill |
115|-------|------------------------|
116| `planner` | Building content calendars and editorial plans |
117| `copywriter` | Creating content aligned with strategy |
118| `attraction-specialist` | SEO-optimized content creation |
119| `email-wizard` | Email content aligned with nurture goals |
120
121## Anti-Patterns to Avoid
122
123| Anti-Pattern | Why It's Wrong | Do This Instead |
124|--------------|----------------|-----------------|
125| Creating without strategy | Random content, no compounding | Define pillars first |
126| All BOFU content | Ignores 97% not ready to buy | Full-funnel approach |
127| Publish and forget | Wastes content investment | Promote and repurpose |
128| Quantity over quality | Dilutes brand, wastes resources | Better content, less often |
129| Ignoring data | Repeating what doesn't work | Analyze and iterate |
130
131## Content Performance Metrics
132
133| Stage | Key Metrics | Good Benchmark |
134|-------|-------------|----------------|
135| TOFU | Traffic, reach, impressions | +10% MoM growth |
136| MOFU | Downloads, signups, engagement | 2-5% conversion |
137| BOFU | Demos, trials, influenced revenue | 10-20% of pipeline |
138| Overall | Content ROI, CAC impact | 3:1 return |
139
140## Related Commands
141
142- `/campaign/calendar` - Generate content calendar
143- `/content/blog` - Create SEO-optimized blog post
144- `/content/social` - Create platform-specific social content
145
146## References
147
148- `references/content-pillars.md` - Building pillar strategy
149- `references/editorial-calendar.md` - Calendar planning
150- `references/repurposing.md` - Content multiplication
151- `references/distribution.md` - Amplification strategies
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