Strategies: Content Marketing

Guides content marketing strategy across channels: content types, formats, distribution, and repurposing. 62% of successful B2B have a documented strategy; content repurposing addresses the top challenge—consistently developing new content. Use this skill when planning content across blog, email, social, video, and pages.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Scope

• Content types: What you create (by purpose/theme)
• Content formats: How it's delivered (article, video, email, post)
• Channels: Where it's distributed (blog, email, X, LinkedIn, etc.)
• Repurposing: One core content → multiple formats → multiple channels
• Funnel mapping: Content by stage (awareness, consideration, decision)

Initial Assessment

Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read Sections 3 (Value Proposition), 4 (Audience), 11 (Content Strategy).

Identify:

1. Goals: Traffic, conversions, brand, retention
2. Existing content: What already exists; audit gaps
3. Capacity: Resources, tools, cadence
4. Channels: Blog, email, social, video; which channels fit audience

Content Types (What You Create)

Product Marketing Content

Use: Blog, docs, or in-product; supports activation and retention. See faq-page-generator, docs-page-generator.

Content Formats (How It's Delivered)

Content Repurposing Matrix

Principle: One core content → multiple formats → multiple channels. Maximize ROI.

Example: One client success story → article (blog) + video (YouTube) + infographic (LinkedIn) + slides (sales) → 4 channels from 1 creation.

Funnel Mapping

Article Orientations

Article types by orientation—drives structure, SEO depth, and schema choice. See article-page-generator for page structure.

SEO-driven vs non-SEO-driven: SEO-driven (how-to, listicles, comparisons) → target keywords, full optimization. Non-SEO-driven (funding, product updates) → focus on clarity, shareability, internal linking to SEO content. Hybrid: product launch posts can include SEO-friendly sections (e.g., "How to use [feature]").

Evergreen vs Timely Mix

Evergreen vs timely (article-level): Evergreen = year-round relevance; steady traffic; refresh every 6–12 months. Timely = weeks to months; spikes then decline; often one-and-done; use NewsArticle schema. Recommended mix: 70/30 or 60/40 evergreen-to-timely.

See content-strategy for SEO topic clusters and pillar-cluster structure.

Content Calendar

• Map content types to topics and keywords
• Prioritize by opportunity (volume → intent → feasibility)
• Schedule by capacity; include update schedule for existing content
• Plan repurposing: which core pieces become formats for which channels
• Visual-first: Plan images in calendar from the start; see visual-content for specs and repurposing

Output Format

• Content types plan (what to create)
• Format × channel matrix (how and where)
• Repurposing plan (one-to-many)
• Funnel mapping (awareness/consideration/decision)
• Content calendar (topics, keywords, deadlines, repurposing)

Related Skills

• content-strategy: SEO topic clusters, pillar-cluster, editorial calendar; SEO content planning
• integrated-marketing: PESO model, channel mix; content as owned media
• article-content: Article body creation; word count by type; writing frameworks
• howto-section-generator: How-to step sections; guides vs FAQ
• article-page-generator: Article page structure, orientations; blog content
• email-marketing: Email content types (onboarding, campaign, newsletter)
• twitter-x-posts, linkedin-posts, reddit-posts, tiktok-captions: Platform-specific post formats
• visual-content: Visual content planning; images for social, infographics, repurposing; cross-channel specs
• landing-page-generator: Landing page copy and structure
• customer-stories-page-generator: Case study content
• branding: Brand voice, storytelling; content consistency
• translation: Translation workflow for multilingual content; glossary, style guide