marketing-campaign

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

Marketing Campaign

营销活动

Plan and execute launch campaigns that convert — not just campaigns that ship.

规划并执行能实现转化的发布活动——而非仅仅完成发布的活动。

When to Activate

适用场景

planning a product or feature launch
building a full content suite from a single product brief
defining positioning and campaign angle before writing any copy
orchestrating multiple content types across channels
reviewing copy for conversion quality and brand consistency

规划产品或功能发布
基于单一产品简报构建完整内容套件
在撰写任何文案前确定定位和活动角度
跨渠道编排多种内容类型
审核文案的转化质量和品牌一致性

Non-Negotiables

核心原则

Define positioning before writing any copy. All copy flows from the angle.
Research the audience before assuming you know their language or fears.
Each deliverable must serve one clear purpose in the campaign arc.
Specificity beats adjectives in every format and on every channel.
The same voice must run across every channel and every piece.
No copy ships without passing the quality gate.

在撰写任何文案前先确定定位。所有文案都源于活动角度。
先调研受众，而非想当然地认为了解他们的语言或顾虑。
每个交付物在活动流程中必须有明确的单一目标。
在任何格式和渠道中，具体表述都胜于形容词。
所有渠道和内容都必须保持统一的语气。
未通过质量审核的文案不得发布。

Campaign Workflow

活动工作流程

Phase 1: Research

第一阶段：调研

Use

market-research

to:

profile the target audience (jobs-to-be-done, fears, language, alternatives they use)
map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses)
identify 1–3 audience insights the campaign angle will exploit

Deliverable: a short research brief (audience profile + competitive summary + key insights).

使用

market-research

工具完成以下工作：

描绘目标受众画像（待完成工作、顾虑、语言习惯、使用的替代方案）
梳理3个及以上直接或间接竞品（定位、差距、 messaging弱点）
确定1-3个活动角度可利用的受众洞察

交付物：简短调研简报（受众画像 + 竞品总结 + 关键洞察）。

Phase 2: Positioning

第二阶段：定位

Produce:

core benefit statement (one sentence, no feature list, no jargon)
positioning formula: "[Product] helps [audience] [achieve outcome] by [mechanism]"
campaign angle: the specific tension, insight, or moment the whole campaign lives in
tone profile: lock before writing (delegate to
```
brand-voice
```
for durable, session-reusable voice capture)

Do not write any copy until positioning and angle are approved.

产出：

核心利益声明（一句话，无功能列表，无行话）
定位公式：「[产品] 通过[机制] 帮助[受众] [达成成果]」
活动角度：整个活动围绕的特定矛盾、洞察或契机
语气档案：撰写前确定（可委托
```
brand-voice
```
工具捕捉持久、可跨会话复用的品牌语气）

在定位和角度获批前，不得撰写任何文案。

Phase 3: Content Production

第三阶段：内容制作

Produce in this order — each layer informs the next:

Landing page copy (all sections: hero, problem, solution, features, how it works, proof, CTA)
Email sequence (each email has one purpose; follow the arc: problem → education → agitation → solution → proof → urgency → final CTA)
Social posts (platform-native via
```
content-engine
```
; LinkedIn and X are different formats, not the same copy resized)
Short-form video scripts (timestamp-blocked; written for screen and ear, not the page)
Ad copy variants (3–4 variants testing different angles or audience segments)
Content calendar (day-by-day schedule with channel, type, timing, and dependencies)

按以下顺序产出——每一层内容为下一层提供依据：

着陆页文案（所有板块：Hero区、问题、解决方案、功能、工作原理、证明、CTA）
邮件序列（每封邮件有单一目标；遵循流程：问题→教育→煽动→解决方案→证明→紧迫感→最终CTA）
社交帖子（通过
```
content-engine
```
生成平台原生内容；LinkedIn和X是不同格式，并非简单调整文案尺寸）
短视频脚本（按时间戳分段；为屏幕和听觉创作，而非书面阅读）
广告文案变体（3-4个变体，测试不同角度或受众细分）
内容日历（每日日程，包含渠道、类型、时间安排和依赖关系）

Phase 4: Review

第四阶段：审核

Gate every deliverable:

5-second test on all hero / above-fold copy (clear who it's for, what it does, why act now)
CTA audit (one per piece, specific, earned — not demanded)
Tone consistency check across all channels
Claim audit (every claim is specific and supportable)
Cross-channel consistency (ad claims match landing page; email body matches subject)

对每个交付物进行审核：

所有Hero区/首屏文案的5秒测试（明确受众、功能、行动理由）
CTA审核（每个内容仅一个CTA，具体且合理——而非强制）
跨渠道语气一致性检查
声明审核（每个声明具体且可支撑）
跨渠道一致性（广告声明与着陆页匹配；邮件正文与主题匹配）

Output Contract

输出约定

A full campaign delivers:

Positioning brief — angle, core benefit statement, tone profile
Landing page copy — hero, problem, solution, features, how it works, proof, CTA
Email sequence — subject + preview + body + CTA for each email, labelled by day and purpose
LinkedIn posts — 3+ platform-native posts with distinct angles
X posts — 5+ standalone posts + 1 thread
Short-form video scripts — 2+ timestamp-blocked scripts with visual direction notes
Ad copy variants — short headline / long headline / body per variant
Content calendar — day-by-day schedule with channel, content type, timing, and dependencies
Copy review summary — flagged issues and open questions before anything goes live

完整活动交付以下内容：

定位简报——活动角度、核心利益声明、语气档案
着陆页文案——Hero区、问题、解决方案、功能、工作原理、证明、CTA
邮件序列——每封邮件的主题+预览+正文+CTA，标注天数和目标
LinkedIn帖子——3篇及以上平台原生帖子，角度各异
X帖子——5篇及以上独立帖子+1条帖子线程
短视频脚本——2篇及以上带时间戳的脚本，含视觉方向说明
广告文案变体——每个变体的短标题/长标题/正文
内容日历——每日日程，包含渠道、内容类型、时间安排和依赖关系
文案审核总结——发布前标记的问题和待解决事项

Quality Gate

质量审核标准

Before delivering any piece:

every deliverable sounds like the same author
no hollow superlatives or filler adjectives remain
every CTA is specific and earned (never "learn more" or "click here")
no copy is duplicated verbatim across platforms
hero copy passes the 5-second test
email subjects match email body (no bait-and-switch)
ad claims match landing page claims exactly
no copy would work unchanged for any other product in the category

交付任何内容前需满足：

所有交付物听起来出自同一作者
无空洞的最高级或填充性形容词
每个CTA具体且合理（绝不用「了解更多」或「点击此处」）
各平台间无逐字重复的文案
Hero区文案通过5秒测试
邮件主题与正文匹配（无诱饵切换）
广告声明与着陆页声明完全一致
文案无法直接替换为品类中其他产品的文案

Hard Bans

禁用内容

Delete and rewrite any:

"game-changing", "revolutionary", "world-class", "cutting-edge"
"In today's competitive landscape"
fake urgency not backed by a real deadline
hollow social proof without specifics ("thousands trust us")
generic CTAs ("learn more", "find out more", "click here")
copy that could be unplugged and dropped into a competitor's campaign unchanged

删除并重写以下任何内容：

「game-changing」「revolutionary」「world-class」「cutting-edge」
「In today's competitive landscape」
无真实截止日期支撑的虚假紧迫感
无具体信息的空洞社交证明（如「数千人信任我们」）
通用CTA（如「了解更多」「发现更多」「点击此处」）
可直接替换到竞品活动中的文案