Content Strategy Skill

Overview

This skill provides comprehensive content marketing capabilities including brand voice development, editorial calendar management, and multi-platform content creation. Designed for B2B technical companies targeting engineering decision-makers.

Quick Start

Define brand voice - Analyze existing content, establish guidelines
Plan content calendar - Map topics to funnel stages
Create content - Use templates and frameworks
Optimize for SEO - Apply SEO scoring
Distribute - Repurpose across platforms

When to Use

Establishing brand voice guidelines
Planning editorial calendars
Creating blog posts and articles
Developing case studies
Building content pipelines
Repurposing content across channels

Brand Voice Framework

Voice Attributes

Define 3-5 core attributes:

Attribute Description Example

Authoritative Expert, confident, knowledgeable "Our analysis shows..."

Technical Precise, accurate, detailed "Using DNV-RP-C203 methodology..."

Approachable Clear, helpful, accessible "Let's break this down..."

Innovative Forward-thinking, modern "AI-native engineering enables..."

Voice Consistency Checklist

Consistent terminology across pages
Same level of technical depth
Unified tone (professional but approachable)
Consistent formatting patterns
Aligned messaging themes

Brand Voice Analysis

Voice Analysis Template

Content Analyzed

[List of pages/posts analyzed]

Current Voice Profile

Formality: [1-10 scale]
Technical depth: [1-10 scale]
Personality: [descriptors]
Tone: [descriptors]

Recommendations

Strengthen: [aspects to emphasize]
Reduce: [aspects to minimize]
Add: [missing elements]

Content Pillar Strategy

40/25/25/10 Content Mix

Type Percentage Purpose Examples

Educational 40% Build authority Tutorials, guides, how-tos

Thought Leadership 25% Establish expertise Industry insights, trends

Case Studies 25% Prove capability Project showcases, results

Company News 10% Build connection Updates, announcements

Content Pillars for AceEngineer

Pillar 1: AI-Native Engineering ├── Machine learning in structural analysis ├── Automation with Python ├── Digital twins and simulation

Pillar 2: Offshore Engineering Excellence ├── Fatigue analysis methodologies ├── Subsea structural design ├── Platform engineering

Pillar 3: Open Source & Transparency ├── Code repositories ├── Methodology documentation ├── Tool tutorials

Pillar 4: Industry Standards ├── DNV compliance ├── API standards ├── Best practices

Editorial Calendar

Monthly Planning Template

Month: [Month Year]

Theme: [Monthly Focus]

Week 1

Blog: [Title] - [Pillar] - [Funnel Stage]
Social: [Distribution plan]

Week 2

Case Study: [Title] - [Client/Project]
Social: [Distribution plan]

Week 3

Blog: [Title] - [Pillar] - [Funnel Stage]
Calculator/Tool: [If applicable]

Week 4

Thought Leadership: [Title]
Newsletter: [Monthly roundup]

Metrics to Track

Published on schedule
SEO scores >75
Social engagement
Traffic attribution

Content Cadence Targets

Content Type Frequency Owner

Blog posts 2-4/month Marketing

Case studies 1-2/month Technical + Marketing

Calculators 1/quarter Engineering

Videos 1/month Marketing

Newsletter 1/month Marketing

Content Templates

Blog Post Structure

[Title with Primary Keyword]

Reading time: X minutes Published: [Date] Author: [Name]

Introduction (100-150 words)

Hook with problem/question
Why this matters
What reader will learn

Section 1: [H2 with Keyword]

[300-500 words]

Key point 1
Key point 2
Supporting evidence

Section 2: [H2 with Related Keyword]

[300-500 words] [Include visual: diagram, chart, or image]

Section 3: [H2 - Practical Application]

[300-500 words]

Step-by-step guidance
Code examples if relevant
Real-world application

Conclusion (100-150 words)

Summary of key points
Call to action
Related resources

Related Posts:

[Link 1]
[Link 2]

Tags: [tag1], [tag2], [tag3]

Case Study Structure

[Project Name]: [Result/Outcome]

Challenge

Client context
Problem statement
Constraints and requirements

Solution

Approach taken
Technologies/methods used
Key innovations

Implementation

Process overview
Technical details
Challenges overcome

Results

Quantified outcomes
Client testimonial
Business impact

Key Takeaways

Lessons learned
Applicable insights
Related services

Project Details:

Industry: [sector]
Duration: [timeframe]
Technologies: [tools/methods]

Content Repurposing Matrix

Original Content LinkedIn Twitter Newsletter Video

Blog Post Key insights (3-5 bullets) Thread (5-10 tweets) Summary + link Explainer

Case Study Results highlight Before/after visual Featured story Walkthrough

Calculator Tutorial post Tips thread How-to guide Demo

Whitepaper Chapter summaries Quote graphics Serialized Webinar

Content Quality Checklist

Before Publishing

Primary keyword in title, H1, first 100 words
Meta description written (150-160 chars)
All images have alt text
Internal links added (2-5 per post)
External links to authoritative sources
Proofread for grammar/spelling
Mobile preview checked
SEO score >75

Technical Content Specific

Code examples tested and working
Technical accuracy verified
Industry standards cited correctly
Assumptions clearly stated
Limitations acknowledged

Best Practices

Start with keyword research
Match content to funnel stage
Maintain consistent publishing schedule
Repurpose across channels
Update old content regularly
Include clear CTAs

Don't

Publish without SEO optimization
Ignore analytics and feedback
Create content without strategy
Forget mobile readers
Skip the editing process
Neglect content promotion

Error Handling

Issue Cause Solution

Low engagement Wrong audience/topic Review keyword research, adjust

Inconsistent voice Multiple writers Create style guide, templates

Missed deadlines Overcommitment Reduce cadence, batch create

Poor SEO performance Technical issues Audit and fix on-page SEO

Metrics

Metric Target Frequency

Publishing cadence 100% on schedule Weekly

SEO score

75/100 Per piece

Time on page

3 minutes Monthly

Social shares

20 per post Monthly

Conversion rate

2% Monthly

Content Type Templates (Additional)

Landing Page Structure

Headline -- primary benefit in under 10 words
Subheadline -- elaborates on the headline with supporting context
Hero section -- headline, subheadline, primary CTA, supporting image or video
Value propositions -- 3-4 benefit-driven sections with icons or images
Social proof -- testimonials, logos, stats, case study snippets
Objection handling -- FAQ or trust signals
Final CTA -- repeat the primary call to action

Press Release Structure

Headline -- factual, newsworthy, under 80 characters
Dateline -- city, state, date
Lead paragraph -- who, what, when, where, why in 2-3 sentences
Body paragraphs -- supporting details, quotes, context
Boilerplate -- company description (standardized)
Media contact -- name, email, phone

Writing Best Practices by Channel

Blog

Write at an 8th-grade reading level for broad audiences
Use short paragraphs (2-4 sentences)
Include subheadings every 200-300 words
Use bullet points and numbered lists
Write in active voice
Front-load key information in each section

Social Media

LinkedIn: professional but human, personal stories perform well, 1,300 characters sweet spot
Twitter/X: concise and punchy, strong opening words, threads for longer narratives
Instagram: visual-first captions, storytelling hooks, hashtags in first comment
Facebook: conversational tone, questions drive comments

One primary CTA per email
Keep body copy scannable
Mobile-first design
Test everything: subject lines, send times, CTA copy, layout

Web (Landing Pages, Product Pages)

Lead with benefits, not features
Use "you" language
Every section should answer "so what?"
Reduce friction near CTAs

Headline and Hook Formulas

Headline Formulas

How to [achieve result] [without common obstacle]
[Number] [adjective] ways to [achieve result]
Why [common belief] is wrong (and what to do instead)
The [adjective] guide to [topic]
[Do this], not [that]

Hook Formulas (Opening Lines)

Surprising statistic
Contrarian statement
Question
Scenario
Bold claim
Story opening

Call-to-Action Best Practices

CTA Principles

Use action verbs: "Get", "Start", "Download", "Join", "Try", "See"
Be specific about what happens next
Create urgency when genuine
Reduce risk: "No credit card required", "Cancel anytime"
One primary CTA per page or email

SEO Fundamentals for Content

Keyword Strategy

One primary keyword and 2-3 secondary keywords per piece
Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug
Do not keyword-stuff -- write for humans first

On-Page SEO Checklist

Title tag: under 60 characters, includes primary keyword
Meta description: under 160 characters
URL slug: short, descriptive, includes primary keyword
H1: one per page
Image alt text: descriptive, includes keyword where relevant
Internal links: 2-3 links to related content
External links: 1-2 links to authoritative sources

Voice Attributes

Common Voice Attribute Pairs

Spectrum One End Other End

Formality Formal, institutional Casual, conversational

Authority Expert, authoritative Peer-level, collaborative

Emotion Warm, empathetic Direct, matter-of-fact

Complexity Technical, precise Simple, accessible

Energy Bold, energetic Calm, measured

Humor Playful, witty Serious, earnest

Innovation Cutting-edge, forward-looking Established, proven

Defining an Attribute

[Attribute name]

We are: [what this means in practice]
We are not: [common misinterpretation to avoid]
This sounds like: [example sentence demonstrating the attribute]
This does NOT sound like: [example sentence violating the attribute]

Tone Adaptation Across Channels and Contexts

The brand voice stays consistent, but tone adapts to context.

Tone by Channel

Channel Tone Adaptation

Blog Informative, conversational, educational

Social media (LinkedIn) Professional, thought-provoking, concise

Social media (Twitter/X) Punchy, direct, sometimes witty

Email marketing Personal, helpful, action-oriented

Sales collateral Confident, benefit-driven, specific

Support/Help docs Clear, patient, step-by-step

Press release Formal, factual, newsworthy

Error messages Empathetic, helpful, blame-free

Tone by Situation

Situation Tone Adaptation

Product launch Excited, confident, forward-looking

Incident or outage Transparent, empathetic, accountable

Customer success story Celebratory, specific, crediting the customer

Thought leadership Authoritative, nuanced, evidence-based

Bad news Honest, respectful, solution-oriented

Tone Adaptation Rule

The voice attributes remain fixed. Tone dials them up or down based on context.

Terminology Management

Preferred Terms

Use This Not This Notes

set up (verb) setup (verb) "setup" is the noun/adjective form

email e-mail No hyphen

website web site One word

Inclusive Language

Use gender-neutral language
Avoid ableist language
Use person-first language where appropriate
Avoid culturally specific idioms that may not translate
Use "simple" or "straightforward" instead of "easy"

Industry Jargon Management

Define which technical terms the audience understands without explanation
List jargon that should always be defined or replaced
Specify which acronyms need to be spelled out on first use

Related Skills

seo-optimizer - SEO optimization
social-media - Social distribution
brand-guidelines - Brand consistency
brand-voice - Brand voice and style guide

Sources

Original: alirezarezvani/claude-skills (2026-01-19)
Enriched: anthropics/knowledge-work-plugins (2026-02-03)

Version History

1.1.0 (2026-02-03): Merged content type templates, writing best practices, headline formulas, CTA best practices, SEO fundamentals, voice attributes, tone adaptation, and terminology management from anthropics/knowledge-work-plugins
1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills

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