content-marketing

Case Studies Skill

When to Use

• Sales needs tailored proof points for a segment or persona.
• Marketing is launching a campaign that requires social proof.
• Customer success wants standardized win-story format.

Framework

1. Story Framework (CHIC) – Challenge → Hypothesis → Implementation → Change (results).
2. Data Gathering – collect metrics (time saved, revenue lift), qualitative quotes, before/after workflows.
3. Narrative Structure – exec summary, customer background, stakes, solution, outcomes, CTA.
4. Format Variations – PDF, one-pager, slide deck, video script, micro social posts.
5. Enablement Package – key stats table, objection responses, industry tags.

Templates

• Narrative brief outlining each CHIC section with quote/data placeholders.
• Multi-format layout kit (PDF, one-pager, slide deck) sharing headline + proof modules.
• Enablement bundle: stats table, objection matrix, industry filter tags.

Tips

• Secure approvals early—share outlines with customers/legal before writing.
• Lead with outcomes; move background into sidebars to keep attention.
• Build a modular proof library so stats auto-populate future case studies.
• Produce derivative social tiles or short videos alongside the long-form asset.

Checklist

• At least 2 hard metrics and 1 qualitative quote.
• Visual timeline or architecture diagram.
• CTA customized per campaign (demo, workshop, download).
• Approvals from customer + legal.

Editorial Operations Skill

When to Use

• Building or refreshing quarterly editorial roadmaps tied to GTM objectives.
• Translating thought-leadership pillars into weekly blog, newsletter, and social programming.
• Auditing production capacity, approvals, and distribution SLAs to eliminate bottlenecks.

Framework

1. North Star & Themes – lock the executive thesis and supporting pillars (see GTM Agents Marketing Director guidance @puerto/README.md#183-212).
2. Cadence Grid – map channels (blog, podcast, webinar, newsletter, LinkedIn) vs. frequency, owner, and CTA.
3. Production Swimlanes – ideation → outline → draft → edit → design → approvals → launch.
4. Distribution Tree – primary asset → derivative snippets → paid boosts → lifecycle inserts.
5. Measurement Layer – define KPI guardrails (reach, engagement, SQL influence, pipeline velocity) before content leaves drafting.

Workflow Checklist

• Weekly Editorial Stand-up (30 min): review status board, unblock owners, confirm launches.
• Content Readiness Criteria: complete brief, stakeholder quotes, sources cited, SEO target, CTA alignment.
• Approval Paths: highlight who signs off (Content Strategist, Brand, Legal) and expected turnaround.
• Escalation Matrix: Marketing Director + Project Manager contacts for scope or timeline changes.

Templates

• Editorial Calendar: See assets/editorial_calendar_template.md for tracking content.
• Distribution Brief: See `assets/di

SEO Writing Skill

When to Use

• Need pillar/blog content that ranks for a target keyword cluster.
• Building briefs for writers or agencies.
• Auditing existing posts for optimization opportunities.

Framework

1. Intent Mapping – classify keyword as informational, navigational, transactional; align CTA accordingly.
2. SERP Analysis – review top 10 results, note content format, length, missing gaps.
3. Outline Structure – mirror winning patterns while adding unique POV/data.
4. On-Page Elements – optimize title tag (<60 chars), meta description, H1/H2, schema, image alt text.
5. Internal/External Links – add minimum 3 internal + 3 authoritative external links.
6. Conversion Hooks – insert CTA blocks, lead magnets, or inline product mentions every ~500 words.

Templates

• Keyword brief template with intent, primary/secondary keywords, CTA, internal targets.
• SERP gap analysis worksheet capturing competitor format, word count, differentiators.
• SEO QA workflow checklist (draft → optimization → publish → refresh schedule).

Tips

• Refresh top posts quarterly—update stats, add new internal links, re-fetch schema.
• Use heatmaps/scroll data to validate placement of conversion hooks.
• Coordinate with demand gen to align CTAs with current offers.
• Keep keyword cannibalization tracker so multiple teams don’t target same phrase.

Checklist

• Include primary keyword in H1 + first 100 words.
• Use semantic variants (LSI terms) per section.

Storytelling Skill

When to Use

• Need cohesive narrative for campaigns, product launches, or decks.
• Translating technical capabilities into relatable customer stories.
• Coaching spokespeople or SDRs on better pitch storytelling.

Framework

1. Audience & Conflict – identify who the hero is (customer persona) and what obstacle they face.
2. Story Arc (SCAR) – Situation → Complication → Action → Resolution.
3. Characterization – give personas motives, stakes, and quotes.
4. Sensory Detail – use vivid language, specific metrics, and concrete examples.
5. Moral/CTA – tie resolution back to product value and explicit next step.

Templates

• Narrative outline (hook, scene, rising tension, turn, resolution, CTA).
• Pitch script template:

"Most {persona}s today face {pain}. When {trigger}, {impact}. We worked with {customer} to {action}, leading to {result}."

• Story inventory tracker to log customer, industry, proof points.

Tips

• Record customer interviews to capture natural phrasing for quotes.
• Swap metaphors/analogies per persona so stories feel tailored.
• Reinforce numbers with vivid imagery (e.g., “saved hours = extra sprints delivered”).
• Align every story with the current positioning doc to avoid mixed messages.

Thought Leadership Skill

When to Use

• CEO/CMO needs a compelling POV on industry trends.
• Preparing conference keynotes, op-eds, or LinkedIn long-form posts.
• Launching a category narrative or market education campaign.

Framework

1. Define Thesis – articulate the bold statement (“The Future of X”) and supporting pillars.
2. Evidence Mix – gather proprietary data, customer proof, analyst references, and analogies.
3. Narrative Arc – hook → tension/problem → future vision → proof → call to action.
4. Voice & Tone – confident, data-backed, forward-looking; avoid product pitches until conclusion.
5. Derivative Assets – break the narrative into short-form snippets, Q&A, slides, social clips.

Templates

• POV outline capturing hook, market shift, pillars, proof, CTA.
• Executive summary sheet:

Statement of belief
Evidence (3 bullets)
Implications for buyers
Recommended next move

• Thought-leadership storyboard for keynotes/interviews.

Tips

• Anchor each pillar with a fresh data point or customer vignette to avoid generic takes.
• Pair exec ghostwriters with SMEs to balance polish and authenticity.
• Pre-brief PR/AR teams so earned channels echo the same thesis.
• Schedule derivative content drops (LinkedIn, podcasts, slides) to extend momentum.