content-marketing

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)

Type	Purpose	Funnel	Skills
How-to guides	Educate; informational intent	Awareness, Consideration	content-strategy, article-content, article-page-generator
Comparisons	"X vs Y"; commercial intent	Consideration	content-strategy, alternatives-page-generator
List posts	"Top 10," "Best X"	Consideration	content-strategy, article-content, article-page-generator
Case studies	Proof; customer success	Consideration, Decision	customer-stories-page-generator
Product updates	Feature launches, release notes	Decision, Retention	changelog-page-generator
News / Trending	Industry news, hot topics	Awareness	article-content, article-page-generator
Glossaries	Definitions; internal link hub	Awareness	glossary-page-generator
Tools / calculators	Linkable assets; engagement	Consideration	—
Funding / PR	Funding, acquisitions	Brand	article-content, article-page-generator
Onboarding	Welcome, first-use guidance	Retention	email-marketing
Campaign	Promotions, limited-time	Decision	email-marketing
Newsletter	Curated insights; nurture	Retention	email-marketing

Product Marketing Content

Type	Use	Format
QA answers	Internal reference or customer-facing; product questions	Docs, FAQ, KB
Use guide	How to use product; onboarding	Blog, docs, video
Maintenance guide	Care, upkeep, best practices	Docs, blog
Troubleshooting	Common issues, bugs, fixes	FAQ, docs, KB

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

Content Formats (How It's Delivered)

Format	Use	Skills
Pages	Homepage, about, features, pricing, landing	homepage-generator, about-page-generator, landing-page-generator
Articles	Blog posts, guides, listicles	article-content, article-page-generator, blog-page-generator
Email	EDM, newsletter, sequences	email-marketing
Social posts	X, LinkedIn, Reddit, TikTok	twitter-x-posts, linkedin-posts, reddit-posts, tiktok-captions; visual-content for post images
Video	Short-form, long-form, webinar	video-marketing
Infographics	Visual summaries	visual-content
Slides / PDF	Decks, whitepapers, eBooks	—
Podcast	Audio episodes	—

Content Repurposing Matrix

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

Core Content	Formats	Channels
Case study	Article, video, infographic, slides	Blog, email, LinkedIn, YouTube, sales deck
How-to guide	Article, video, checklist, PDF	Blog, email, YouTube, docs
Product update	Article, email, post, video	Blog, email, X, LinkedIn, changelog
Industry insight	Article, podcast, post, newsletter	Blog, Spotify, X, email

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

Funnel Mapping

Stage	Content Focus	Channels
Awareness	Education, thought leadership, glossary, how-tos	Blog, SEO, social, PR
Consideration	Comparisons, case studies, demos, features	Blog, email, landing, social
Decision	Pricing, testimonials, product pages, case studies	Website, email, sales
Retention	Onboarding, newsletter, product updates, changelog	Email, in-app, blog

Article Orientations

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

Orientation	Examples	Primary Goal	SEO Priority
Funding / PR	Funding rounds, acquisitions, executive hires	Brand awareness, press, investor relations	Low — thin content, few search queries
Product updates	Feature launches, release notes, changelogs	User education, product adoption	Low–medium — internal announcements rarely rank
Guides / How-to	Tutorials, step-by-step, best practices	Education, lead nurture, authority	High — matches search intent
News / Trending	Industry news, hot topics, seasonal	Engagement, social shares, topical relevance	Medium — quick traffic spikes, short shelf life
Evergreen	Pillar guides, glossaries, comparisons	Long-term traffic, backlinks, authority	High — compounds over time

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

Mix	Ratio	Use
Evergreen	70–75%	Pillar guides, how-tos, comparisons, glossaries; long-term traffic; refresh 6–12 months
Timely	25–30%	Seasonal, trending, news; quick spikes; link into evergreen pillars

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