content-marketing - SKILL.md Agent Skill

name: content-marketing description: Blog posts, content strategy, editorial calendars, content audits, topic clusters. Triggers on "write blog", "content plan", "editorial calendar", "content audit", "viết bài", "lịch nội dung".

Content Marketing

Plan, create, audit, and optimize long-form content that drives organic traffic and nurtures leads through the funnel. Covers blog articles, pillar pages, topic clusters, editorial calendars, content audits, and repurposing workflows.

Initial Assessment

Before any content task, determine:

Task type? New article, content plan, editorial calendar, audit, or repurposing?
Funnel stage? TOFU (awareness), MOFU (consideration), or BOFU (decision)?
Target keywords? If SEO-driven, activate seo-optimization skill alongside this one.
Language? English, Vietnamese, or bilingual. Vietnamese content has different structure norms.
Existing content? Check assets/articles/ for related pieces to avoid cannibalization.
Brand context loaded? Read docs/brand-guidelines.md for voice and audience.

Core Methodology

Content-Market Fit Framework

Every piece of content must score on two axes:

Relevance axis: Does the topic directly connect to the product/service? Score 0-3:

0 = No connection (don't create)
1 = Tangential (awareness only)
2 = Related to use case (consideration)
3 = Direct product/solution content (decision)

Search demand axis: Is anyone searching for this? Score 0-3:

0 = No search volume
1 = Low volume, low competition (long-tail opportunity)
2 = Medium volume (sweet spot for SMBs)
3 = High volume, high competition (pillar content required)

Prioritize content scoring 4+ combined. Never create content scoring below 2.

Article Structure Template

# [H1: Primary Keyword + Benefit Hook]

[Opening: 2-3 sentences. State the problem or question. Include primary keyword naturally.]

## [H2: First Major Section]

[Body content. 200-400 words per H2 section.]

### [H3: Subsection if needed]

[Detail. Use H3 sparingly — max 3 per H2.]

## [H2: Second Major Section]

[Continue pattern. Each H2 should be independently valuable.]

## [H2: Practical Application / How-To]

[Actionable steps. Numbered lists work well here.]

## Kết Luận / Conclusion

[Summary of key takeaways. CTA to related content or product.]

Topic Cluster Architecture

Organize content around pillar-cluster model:

Pillar Page (2000-3000 words, broad topic)
├── Cluster Article 1 (800-1500 words, specific subtopic)
├── Cluster Article 2 (800-1500 words, specific subtopic)
├── Cluster Article 3 (800-1500 words, specific subtopic)
└── Cluster Article N...

Each cluster article links back to the pillar. The pillar links out to all clusters. Internal linking builds topical authority.

Workflow

Scenario 1: Write a Blog Post

Load brand context from docs/brand-guidelines.md
Clarify the topic, target keyword (if any), funnel stage, and word count target
Score using Content-Market Fit Framework — abort if score < 2
Research the topic: identify 3-5 key points the article must cover
Generate outline using the Article Structure Template
Present outline to user for approval before writing
Write the full article section by section:
- Opening: hook + problem statement + keyword (first 100 words)
- Body: one core idea per H2, evidence or examples per point
- Closing: summary + CTA (next article, product, newsletter)

Add metadata block at the top:

---
title: [Article Title]
slug: [url-friendly-slug]
meta_description: [Under 160 chars, includes keyword]
keywords: [primary, secondary1, secondary2]
funnel_stage: [TOFU/MOFU/BOFU]
word_count: [actual count]
date: [YYYY-MM-DD]
---

Save to assets/articles/YYYY-MM-DD-slug.md

Scenario 2: Editorial Calendar

Load brand context and any existing docs/marketing-overview.md
Determine planning horizon (1 month, quarter, or year)
Identify content pillars (3-5 core themes aligned to product/audience)
For each week in the planning period, assign:
- 1 long-form article (800+ words)
- 2-3 social distribution pieces (handled by social-media skill)
- 1 email touchpoint if applicable (handled by email-marketing skill)
Balance funnel stages: ~50% TOFU, ~30% MOFU, ~20% BOFU
Flag seasonal opportunities:
- Vietnam: Tết Nguyên Đán (Jan/Feb), 30/4-1/5, Quốc Khánh 2/9, 11/11, 12/12, Black Friday
- Global: New Year, Q1/Q2/Q3/Q4 planning cycles

Output as markdown table:

| Week | Topic | Type | Funnel | Keyword | Status |
|---|---|---|---|---|---|
| W1 Jan | ... | Blog | TOFU | ... | Planned |

Save to assets/reports/editorial-calendar-YYYY-QN.md

Scenario 3: Content Audit

List all existing content in assets/articles/
For each piece, evaluate:
- Traffic performance (if analytics data available)
- Content-Market Fit score
- Freshness — is information still accurate?
- SEO status — does it target a keyword? Is it ranking?
- Internal linking — does it connect to the cluster?
Categorize each piece:
- Keep — performing well, still relevant
- Update — good topic, needs refresh (data, examples, structure)
- Merge — multiple thin articles covering same topic → combine
- Remove — low score, no traffic, no strategic value
Output audit table and action items
Save to assets/reports/content-audit-YYYY-MM-DD.md

Vietnamese Content Specifics

Structure preferences for Vietnamese readers:

Shorter paragraphs (2-3 sentences max)
More subheadings for scanability
Bullet points and numbered lists perform well
Bold key terms and statistics
Include practical examples from Vietnamese market context

Content types that perform well in Vietnam:

"Hướng dẫn" (How-to guides) — highest engagement for TOFU
"So sánh" (Comparison) — strong for MOFU
"Đánh giá" (Reviews) — effective for BOFU
Listicles ("Top 10...") — high shareability on Zalo and Facebook
Case studies featuring Vietnamese businesses — builds local trust

SEO for Vietnamese content:

Research keywords in Vietnamese using Google Keyword Planner (set to Vietnam)
Include both accent marks and non-accent variations in metadata (people search both ways)
Vietnamese articles tend to rank faster due to less competition on long-tail terms
Google.com.vn has different ranking behavior than google.com — test locally

Output Specification

Format: Markdown with YAML frontmatter metadata block
Location: assets/articles/ for posts, assets/reports/ for calendars and audits
Naming: YYYY-MM-DD-slug.md for articles, editorial-calendar-YYYY-QN.md for calendars
Word count: state actual count in metadata, aim for target ±10%

Quality Checklist

Content-Market Fit score ≥ 2 before writing
Outline approved before full draft
Primary keyword appears in title, first 100 words, one H2, and meta description
Each H2 section delivers standalone value
Internal links to related content (if exists)
CTA present in conclusion
YAML frontmatter complete with all metadata fields
Brand voice matches docs/brand-guidelines.md
Vietnamese content is native-quality (not translated English)
Output saved to assets/ with correct naming convention

Related Skills

copywriting — Persuasion frameworks for headlines, CTAs within content
seo-optimization — Keyword research and on-page optimization
social-media — Repurposing articles into social posts
email-marketing — Newsletter distribution of content