content-marketing
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ChineseStrategies: Content Marketing
策略：内容营销
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.
指导跨渠道内容营销策略制定，涵盖内容类型、格式、分发及复用。62%的成功B2B企业都有成文的内容策略；内容复用可以解决内容营销的头号挑战——持续产出新内容。当你规划博客、邮件、社交平台、视频、网页等多渠道内容时可使用本技能。
调用规则：首次调用时，如果合适，可以先用1-2句话介绍本技能的覆盖范围和价值，再给出核心输出。如果是后续调用或者用户要求跳过介绍，直接输出核心内容即可。
Scope
适用范围
- 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)
- 内容类型：你所创作的内容（按用途/主题划分）
- 内容格式：内容的交付形式（文章、视频、邮件、帖子）
- 渠道：内容分发的平台（博客、邮件、X、LinkedIn等）
- 内容复用：1份核心内容 → 多种格式 → 多个渠道
- 漏斗匹配：按用户旅程阶段匹配内容（认知、考虑、决策）
Initial Assessment
初步评估
Check for product marketing context first: If or exists, read Sections 3 (Value Proposition), 4 (Audience), 11 (Content Strategy).
.claude/product-marketing-context.md.cursor/product-marketing-context.mdIdentify:
- 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
优先核查产品营销上下文：如果存在或文件，请阅读第3节（价值主张）、第4节（受众）、第11节（内容策略）。
.claude/product-marketing-context.md.cursor/product-marketing-context.md需识别的信息：
- 目标：流量、转化、品牌、留存
- 现有内容：已有的内容；审计内容缺口
- 产能：可用资源、工具、更新节奏
- 渠道：博客、邮件、社交平台、视频；哪些渠道匹配目标受众
Content Types (What You Create)
内容类型（创作方向）
| Type | Purpose | Funnel | Skills |
|---|---|---|---|
| How-to guides | Educate; informational intent | Awareness, Consideration | content-strategy, 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-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-page-generator |
| Glossaries | Definitions; internal link hub | Awareness | glossary-page-generator |
| Tools / calculators | Linkable assets; engagement | Consideration | — |
| Funding / PR | Funding, acquisitions | Brand | 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 |
| 类型 | 用途 | 匹配漏斗阶段 | 关联技能 |
|---|---|---|---|
| 操作指南 | 科普教育；满足信息查询意图 | 认知、考虑 | content-strategy, article-page-generator |
| 对比内容 | "X vs Y"类内容；满足商业决策意图 | 考虑 | content-strategy, alternatives-page-generator |
| 清单类帖子 | "Top 10"、"最佳X"类内容 | 考虑 | content-strategy, article-page-generator |
| 案例研究 | 效果佐证；客户成功实践 | 考虑、决策 | customer-stories-page-generator |
| 产品更新 | 功能上线、发布说明 | 决策、留存 | changelog-page-generator |
| 新闻/热点内容 | 行业新闻、热门话题 | 认知 | article-page-generator |
| 术语表 | 名词定义；内部链接枢纽 | 认知 | glossary-page-generator |
| 工具/计算器 | 可链入资产；提升用户参与度 | 考虑 | — |
| 融资/公关内容 | 融资、收购相关动态 | 品牌建设 | article-page-generator |
| 上手引导 | 欢迎语、首次使用指导 | 留存 | email-marketing |
| 营销活动内容 | 促销、限时活动相关 | 决策 | email-marketing |
| 时事通讯 | 精选洞察；用户培育 | 留存 | email-marketing |
Product Marketing Content
产品营销内容
| 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.
| 类型 | 用途 | 格式 |
|---|---|---|
| QA解答 | 内部参考或面向客户；解答产品相关问题 | 文档、FAQ、知识库 |
| 使用指南 | 产品使用方法；新手上路 | 博客、文档、视频 |
| 运维指南 | 维护、管理、最佳实践 | 文档、博客 |
| 故障排查 | 常见问题、漏洞、修复方案 | FAQ、文档、知识库 |
适用场景：博客、文档或产品内；助力用户激活与留存。参见 faq-page-generator、docs-page-generator。
Content Formats (How It's Delivered)
内容格式（交付形式）
| Format | Use | Skills |
|---|---|---|
| Pages | Homepage, about, features, pricing, landing | homepage-generator, about-page-generator, landing-page-generator |
| Articles | Blog posts, guides, listicles | article-page-generator, blog-page-generator |
| 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 | — |
| 格式 | 用途 | 关联技能 |
|---|---|---|
| 页面 | 首页、关于页、功能页、定价页、落地页 | homepage-generator, about-page-generator, landing-page-generator |
| 文章 | 博客帖子、指南、清单文 | article-page-generator, blog-page-generator |
| 邮件 | 营销邮件、时事通讯、邮件序列 | email-marketing |
| 社交帖子 | X、LinkedIn、Reddit、TikTok | twitter-x-posts, linkedin-posts, reddit-posts, tiktok-captions；配图参见 visual-content |
| 视频 | 短视频、长视频、线上研讨会 | video-marketing |
| 信息图 | 可视化内容摘要 | visual-content |
| 幻灯片/PDF | 演示文稿、白皮书、电子书 | — |
| 播客 | 音频节目 | — |
Content Repurposing Matrix
内容复用矩阵
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.
原则：1份核心内容 → 多种格式 → 多个渠道，最大化ROI。
| 核心内容 | 衍生格式 | 分发渠道 |
|---|---|---|
| 案例研究 | 文章、视频、信息图、幻灯片 | 博客、邮件、LinkedIn、YouTube、销售演示文稿 |
| 操作指南 | 文章、视频、检查清单、PDF | 博客、邮件、YouTube、文档 |
| 产品更新 | 文章、邮件、帖子、视频 | 博客、邮件、X、LinkedIn、更新日志 |
| 行业洞察 | 文章、播客、帖子、时事通讯 | 博客、Spotify、X、邮件 |
示例：1份客户成功案例 → 博客文章 + YouTube视频 + LinkedIn信息图 + 销售用幻灯片 → 1次创作覆盖4个渠道。
Funnel Mapping
漏斗匹配
| 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 |
| 阶段 | 内容侧重点 | 适用渠道 |
|---|---|---|
| 认知阶段 | 教育科普、思想领导力内容、术语表、操作指南 | 博客、SEO、社交平台、PR |
| 考虑阶段 | 对比内容、案例研究、演示、功能介绍 | 博客、邮件、落地页、社交平台 |
| 决策阶段 | 定价、客户证言、产品页、案例研究 | 官网、邮件、销售 |
| 留存阶段 | 上手引导、时事通讯、产品更新、更新日志 | 邮件、产品内、博客 |
Evergreen vs Timely Mix
常青内容vs时效性内容配比
| 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 |
See content-strategy for SEO topic clusters and pillar-cluster structure.
| 内容类型 | 占比 | 用途 |
|---|---|---|
| 常青内容 | 70–75% | 支柱指南、操作指南、对比内容、术语表；带来长期流量；每6-12个月更新一次 |
| 时效性内容 | 25–30% | 季节性内容、热点、新闻；带来短期流量峰值；可链入常青内容支柱 |
参见 content-strategy 了解SEO主题集群和支柱-集群结构。
Content Calendar
内容日历
- 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
- 将内容类型与主题、关键词对应
- 按机会优先级排序（搜索量 → 意图 → 可行性）
- 结合产能安排排期；包含现有内容的更新计划
- 规划内容复用：哪些核心内容将衍生为对应渠道的不同格式
- 视觉优先：从排期阶段就规划配图；参见 visual-content 了解规格和复用方法
Output Format
输出格式
- 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)
- 内容类型规划（创作方向）
- 格式×渠道矩阵（交付形式和分发渠道）
- 内容复用计划（1份内容衍生多版本）
- 漏斗匹配（按认知/考虑/决策阶段匹配内容）
- 内容日历（主题、关键词、截止日期、复用规划）
Related Skills
相关技能
- content-strategy: SEO topic clusters, pillar-cluster, editorial calendar; SEO content planning
- integrated-marketing: PESO model, channel mix; content as owned media
- article-page-generator: Article 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
- content-strategy：SEO主题集群、支柱-集群、编辑日历；SEO内容规划
- integrated-marketing：PESO模型、渠道组合；自有媒体内容
- article-page-generator：文章结构、方向；博客内容
- email-marketing：邮件内容类型（上手引导、营销活动、时事通讯）
- twitter-x-posts, linkedin-posts, reddit-posts, tiktok-captions：平台专属帖子格式
- visual-content：视觉内容规划；社交配图、信息图、复用；跨渠道规格
- landing-page-generator：落地页文案和结构
- customer-stories-page-generator：案例研究内容
- branding：品牌调性、storytelling；内容一致性
- translation：多语言内容翻译工作流；术语表、风格指南