Marketing Content Skill

Overview

Enable marketing-strategist agents to produce high-quality, data-driven marketing content using proven frameworks, structured workflows, and measurable performance loops.

This skill covers the full content lifecycle:

• Strategy → audience mapping, funnel alignment, channel selection

• Creation → copywriting frameworks, platform adaptation

• Operations → editorial calendar, scheduling, workflow

• Optimization → A/B testing, iteration, performance KPIs

• Measurement → engagement, conversion, retention, ROI

When to Use

Invoke when asked to:

• Write or plan marketing copy (ads, emails, blog posts, social)

• Build or maintain an editorial calendar

• Design a content campaign with objectives and KPIs

• Optimize existing content performance

• Conduct audience segmentation for content targeting

• A/B test content variants

• Adapt content for a specific platform (LinkedIn, TikTok, Email, etc.)

Enforcement Hooks

Input validated against schemas/input.schema.json before execution. Output contract defined in schemas/output.schema.json .

Pre-execution hook: hooks/pre-execute.cjs

Post-execution hook: hooks/post-execute.cjs

Content Strategy Framework

Step 1: Audience Mapping

Before writing a single word, define:

• Who: Primary audience segment (demographics, psychographics, intent signals)

• Where: Platform/channel they are on

• When: Buying stage / funnel position (Awareness → Consideration → Decision)

• Why: Pain point or aspiration driving search/scroll

Audience Awareness Stages → Framework Match:

Awareness Stage Best Framework Why

Unaware (cold) AIDA, PAS Build attention first; introduce problem

Problem-aware PAS, BAB Lead with pain, show resolution

Solution-aware 4Ps, FAB Evidence-based; translate features to value

Product-aware FAB, BAB Show transformation; competitor contrast

Most aware Direct CTA Skip education; they are ready

Step 2: Content Pillar Definition

Organize content into 3-5 pillars per brand/product:

• Educational: Solves a problem (SEO-driven, evergreen)

• Inspirational: Shows aspiration, transformation (social-first)

• Promotional: Drives direct action (conversion-focused)

• Community: User-generated, testimonials (trust signals)

• Behind-the-Scenes: Builds brand personality (engagement)

Step 3: Channel Selection

Channel Content Type Goal Cadence

Blog/SEO Long-form evergreen, 1500-3000 words Organic traffic 2-4x/month

LinkedIn Thought leadership, case studies B2B awareness 3-5x/week

Email Segmented newsletters, drip sequences Retention + conversion 1-3x/week

TikTok/Reels Short-form video, <60s hooks Discovery + top-of-funnel Daily

Facebook Carousel, events, community posts Community + retargeting 3-5x/week

Copywriting Patterns

AIDA Framework (Cold Audience)

ATTENTION: Grab with bold claim, stat, or question INTEREST: Explain relevance to reader's situation DESIRE: Show transformation, testimonials, proof ACTION: Single clear CTA (avoid multiple options)

Example (Email subject + body):

Subject: "68% of marketers are wasting their content budget" [ATTENTION] Most companies publish content nobody reads. [INTEREST] The difference? A documented content strategy. [DESIRE] Teams using structured content plans see 3x ROI. [ACTION] Download the 2025 Content Strategy Playbook →

PAS Framework (Problem-Aware Audience)

PROBLEM: Name the exact pain point AGITATE: Amplify the consequences of inaction SOLUTION: Present your offer as the logical answer

BAB Framework (Transformation Stories)

BEFORE: Describe life with the problem AFTER: Paint the aspiration/desired state BRIDGE: Explain how your product/service creates the bridge

4Ps Framework (Informed/Warm Audience)

PROBLEM: State the problem (brief; audience already aware) PROMISE: Make a specific, believable claim PROOF: Evidence (stats, case studies, testimonials) PROPOSAL: Concrete offer with CTA

FAB Framework (Product Copy)

FEATURE: What the product has/does ADVANTAGE: Why that feature matters BENEFIT: How it improves the customer's life

Platform-Specific Content Guidelines

TikTok / Instagram Reels

• Hook in first 1-3 seconds — text overlay + strong visual

• Ideal length: 15-30s (watch-through rate drops sharply after 30s)

• Use trending audio (2x engagement lift vs. original audio)

• Captions: conversational, 3-5 sentences, include 3-5 relevant hashtags

• CTA: "Follow for more", "Comment your answer", "Link in bio"

• Content types: tutorials, trends, POV, behind-the-scenes

LinkedIn

• Long-form posts: 1200-1500 characters for maximum reach

• Hook (first line must standalone as preview): bold claim or question

• Structure: Hook → Story/Data → Insight → CTA

• Posting time: Tuesday–Thursday, 8-10am or 12-2pm (business timezone)

• Images: native documents (carousels) outperform external links by 3x

• Avoid: external links in post body (kills reach); put in comments

Email

• Subject line (A/B test mandatory): 40-60 characters, include power word

• Preview text: 85-100 characters, extends subject line promise

• Single CTA per email (multiple CTAs reduce click rate by 25%)

• Segmentation: separate sequences by funnel stage and behavior

• Cadence: max 3x/week; nurture sequences: 7-10 emails over 2-4 weeks

• Mobile-first layout: single column, 600px max width, 16px minimum font

Blog / SEO

• Primary keyword in H1, URL slug, first 100 words, at least 2 H2s

• Target featured snippet with direct answer paragraph (40-60 words)

• Internal links: minimum 3 relevant internal links per post

• Word count: 1500-3000 words for competitive SERP positions

• Schema markup: Article or HowTo depending on content type

• Update cadence: refresh top posts every 12-18 months

Editorial Calendar Management

Calendar Structure

Month View:

• Content pillars assigned to week blocks
• Platform rotation (ensures channel balance)
• Campaign anchors (product launches, seasonal events, holidays)
• Buffer capacity (20% reserved for reactive/trending content)

Week View:

• Monday: Brief writer + assign assets
• Tuesday-Wednesday: Draft creation
• Thursday: Review + edits
• Friday: Schedule/publish

Content Brief Template

Content Brief

Title/Working Headline: [H1 target] Content Type: Blog / Email / Social / Ad Platform: [channel] Pillar: Educational / Inspirational / Promotional / Community Framework: AIDA / PAS / BAB / 4Ps / FAB Target Audience: [segment + awareness stage] Primary Goal: [Awareness / Traffic / Lead / Conversion] Primary Keyword/Topic: [keyword or topic] CTA: [exact text + destination] Due Date: YYYY-MM-DD Assigned To: [human / AI / both] Word Count / Length: [target] Assets Needed: [images, video, graphics]

Workflow States

• IDEATION → Content brief drafted

• IN_PROGRESS → Draft being written

• REVIEW → Awaiting approval

• SCHEDULED → Approved + in queue

• PUBLISHED → Live

• MEASURING → Post-publish tracking window (7-30 days)

A/B Testing Workflow

Test Design Protocol

1. HYPOTHESIS: "Changing X to Y will increase Z because [reason]"
2. VARIABLE: Isolate ONE variable per test (subject line, CTA, headline, image)
3. SAMPLE: Minimum 500 impressions per variant for statistical significance
4. DURATION: Run minimum 7 days to account for day-of-week variance
5. METRIC: Define primary metric BEFORE running (CTR, conversion rate, open rate)

Test Backlog (Priority Order)

Variable Impact Effort Recommended Order

Email subject line High Low 1st

Ad headline High Low 2nd

CTA text High Low 3rd

Landing page hero High Medium 4th

Email send time Medium Low 5th

Content format (video vs. static) High High 6th

Test Result Logging

{ "test_id": "email-subject-2026-03", "variable": "subject_line", "variant_a": "68% of marketers waste their budget", "variant_b": "Is your content strategy costing you money?", "metric": "open_rate", "result_a": 0.24, "result_b": 0.31, "winner": "b", "confidence": 0.95, "applied_to": "all future campaign emails", "date": "2026-03-01" }

Campaign Planning

Campaign Structure

CAMPAIGN NAME: [descriptive + date range] OBJECTIVE: [SMART goal: Awareness / Traffic / Leads / Revenue] AUDIENCE: [Primary segment + targeting parameters] BUDGET: [total + channel allocation] CHANNELS: [ranked by expected ROI] TIMELINE: [start → warm-up → peak → wind-down → analysis] KPIs: [primary metric + 2-3 supporting metrics] CONTENT MAP: [content pieces by channel and funnel stage]

Campaign Content Map (Example)

Funnel Stage Channel Content Type Framework Goal

Awareness TikTok 30s tutorial video AIDA Reach 50k

Awareness Blog SEO article Educational 1000 organic visits

Consideration Email Drip sequence (5 emails) PAS 500 nurture enrollments

Conversion Email Offer email 4Ps 50 conversions

Retention Email Onboarding sequence FAB 80% activation rate

Content Performance KPIs

Tier 1: Engagement (Content Quality Signal)

KPI Definition Target Benchmark

Engaged sessions Sessions >10s with interaction

60% of sessions

Scroll depth % of page scrolled

50% to 75% mark

Time on page Average seconds spent Varies by content type

Social shares Organic amplification

1% of views

Tier 2: Conversion (Business Impact Signal)

KPI Definition Target Benchmark

CTR (organic) Click-through rate from SERP

3%

Email open rate Opens / delivered

25%

Email CTR Clicks / opened

3%

Content conversion rate CTA completions / visitors

2%

Tier 3: Retention & Loyalty

KPI Definition Target Benchmark

Return visit rate % of visitors who return

20% in 30 days

Email list growth rate Net new subscribers / total

5% monthly

Unsubscribe rate Churned / sent <0.5%

Tier 4: ROI

KPI Definition Target Benchmark

Content ROI (Revenue attributable - cost) / cost

200%

Cost per lead Total content cost / leads Varies by industry

Customer acquisition cost via content Total cost / customers Trending down

Iron Laws

• ALWAYS match copywriting framework to audience awareness stage — using AIDA for a product-aware audience wastes attention; using FAB for a cold audience loses them before they care.

• NEVER publish content without a measurable KPI defined first — content without a success metric cannot be optimized and cannot prove ROI.

• ALWAYS A/B test one variable at a time — testing multiple variables simultaneously makes it impossible to attribute performance changes to a single cause.

• NEVER use a one-size-fits-all content format across platforms — each platform's algorithm rewards native content formats; cross-posting without adaptation produces 50-80% lower organic reach.

• ALWAYS maintain human editorial oversight for AI-drafted content — AI handles research, structure, and drafts; human editors ensure brand voice, factual accuracy, and strategic alignment.

Anti-Patterns

Anti-Pattern Why It Fails Correct Approach

Using AIDA for product-aware audience Over-educates audience that already knows the problem Use 4Ps or FAB; lead with proof and offer

Cross-posting identical content to all platforms Platform algorithms penalize non-native formats Adapt format, length, and tone per platform

No A/B testing before scaling ad spend Intuition-based creative selection leaves 30-40% CTR on the table Test headlines + CTAs first; scale winners

Measuring pageviews as content success Pageviews measure traffic not content quality Track engaged sessions and conversion rate

Publishing without a content brief Inconsistent messaging, poor SEO, no clear CTA Require brief for every piece before writing starts

Writing for search engines, not humans High bounce rate, low engagement, penalized by Google Write for humans first; optimize secondarily

Memory Protocol (MANDATORY)

Before starting: Read .claude/context/memory/learnings.md

After completing:

• New pattern → .claude/context/memory/learnings.md

• Issue found → .claude/context/memory/issues.md

• Decision made → .claude/context/memory/decisions.md

ASSUME INTERRUPTION: If it's not in memory, it didn't happen.