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:

• Goals: Traffic, conversions, brand, retention

• Existing content: What already exists; audit gaps

• Capacity: Resources, tools, cadence

• 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

• 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