Back to Details

content-marketing

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

Content Marketing

内容营销

Scope

范围

Covers
  • Content market fit (treat content like a product; audience anxieties + needs)
  • SEO-led content (validate search demand before writing)
  • Founder/executive-led thought leadership with a human voice
  • Blog-as-press-release announcements (shareable, SEO-friendly)
  • AI-assisted content workflows with human-in-the-loop quality controls
  • Backlog, editorial calendar, content briefs, distribution, and measurement
When to use
  • “Create a content strategy / content marketing plan.”
  • “Build an SEO plan + editorial calendar.”
  • “We need founder-led thought leadership; pick a channel + voice.”
  • “Turn an announcement into a blog post instead of a press release.”
  • “Create content briefs and a repeatable content production system.”
When NOT to use
  • You still need to define positioning/ICP (use 
    positioning-messaging
    or 
    problem-definition
    ).
  • You need a technical SEO audit (crawl/indexing, performance, schema, internal linking) more than a content program.
  • You need a paid acquisition strategy (ads, bidding, creative testing) rather than owned content.
  • You cannot publish without a review process and cannot provide one (this skill requires a compliant workflow).
涵盖
  • 内容市场契合度（将内容视为产品；受众焦虑与需求）
  • SEO导向内容（写作前验证搜索需求）
  • 创始人/高管主导、具人性化风格的思想领导力内容
  • 类博客的新闻公告（可分享、对SEO友好）
  • 有人工参与质量控制的AI辅助内容工作流
  • 内容储备、编辑日历、内容简报、分发与衡量
适用场景
  • “制定内容策略/内容营销计划。”
  • “构建SEO计划+编辑日历。”
  • “我们需要创始人主导的思想领导力内容；选择渠道与风格。”
  • “将公告转化为博客文章而非新闻通稿。”
  • “创建内容简报及可重复的内容生产体系。”
不适用场景
  • 你仍需定位/ICP（理想客户画像）定义（使用
    positioning-messaging
    或
    problem-definition
    ）。
  • 相较于内容项目，你更需要技术SEO审计（抓取/索引、性能、Schema、内部链接）。
  • 你需要的是付费获客策略（广告、竞价、创意测试）而非自有内容。
  • 你无法在无审核流程的情况下发布内容，且无法提供相关流程（本技能需合规工作流）。

Inputs

输入项

Minimum required
  • Product: what it is + who it’s for (ICP/audience)
  • Goals + timebox (e.g., pipeline, awareness, signups, recruiting) and 1 primary metric
  • Primary offer(s) and CTA(s) (demo, trial, newsletter, download)
  • Constraints: team capacity, SME availability, brand/compliance guardrails, regions/languages
  • Spokesperson options (founder/executive/PM/other) and preferred channels (blog, LinkedIn, YouTube, podcast, newsletter)
Missing-info strategy
  • Ask up to 5 questions from references/INTAKE.md, then proceed with explicit assumptions.
  • If SEO demand data is unavailable, produce keyword/topic hypotheses with confidence labels and a demand-validation to-do list (no credentials required).
  • Never request secrets or credentials; accept redacted exports/screenshots if offered.
最低要求输入
  • 产品：产品定位+目标受众（ICP/受众）
  • 目标与时间范围（如：销售线索、品牌知名度、注册量、招聘）及1个核心指标
  • 核心产品/服务（offer）及行动号召（CTA）（演示、试用、新闻通讯、下载）
  • 约束条件：团队能力、主题专家（SME）可支配时间、品牌/合规准则、区域/语言
  • 发言人选项（创始人/高管/产品经理/其他）及偏好渠道（博客、LinkedIn、YouTube、播客、新闻通讯）
缺失信息应对策略
  • 从references/INTAKE.md中最多提出5个问题，之后基于明确假设推进。
  • 若SEO需求数据不可用，生成带置信度标签的关键词/主题假设及需求验证待办清单（无需凭证）。
  • 绝不索要机密信息或凭证；若提供了编辑后的导出文件/截图，可接受使用。

Outputs (deliverables)

输出物（交付件）

Produce a Content Marketing Plan Pack (Markdown in-chat; or as files if requested) containing:
  1. Context snapshot (ICP, goal, metric, timebox, constraints)
  2. Content market fit brief (audience anxieties, jobs-to-be-done, “why now”)
  3. Channel + voice strategy (human spokesperson, primary channel focus, tone rules, repurposing plan)
  4. SEO demand-validated topic map (topics/keywords, intent, proof of demand, SERP angle)
  5. Backlog + editorial calendar (4–8 weeks, prioritized)
  6. 3 content briefs (ready for writing) + per-piece distribution plan
  7. Announcement blog post template (press-release alternative) + 1 outline/draft (if relevant)
  8. AI-assisted content SOP (AI roles + human review + “information gain” rules)
  9. Measurement plan (leading indicators, dashboards, iteration cadence)
  10. Risks / Open questions / Next steps (always included)
Templates and checklists:
  • references/TEMPLATES.md
  • references/WORKFLOW.md
  • references/CHECKLISTS.md
  • references/RUBRIC.md
生成一份内容营销计划包（聊天内以Markdown格式呈现；或按需以文件形式提供），包含：
  1. 背景快照（ICP、目标、指标、时间范围、约束条件）
  2. 内容市场契合度简报（受众焦虑、待完成任务、“为何是现在”）
  3. 渠道+风格策略（人性化发言人、核心渠道聚焦、风格规则、内容复用计划）
  4. 经SEO需求验证的主题图谱（主题/关键词、搜索意图、需求证据、搜索结果页（SERP）切入角度）
  5. 内容储备+编辑日历（4–8周，已排序优先级）
  6. 3份内容简报（可直接用于写作）+单篇内容分发计划
  7. 公告博客文章模板（替代新闻通稿）+1份大纲/草稿（若相关）
  8. AI辅助内容SOP（AI角色+人工审核+“信息增量”规则）
  9. 衡量计划（领先指标、仪表盘、迭代周期）
  10. 风险/待解决问题/下一步行动（必含项）
模板与清单：
  • references/TEMPLATES.md
  • references/WORKFLOW.md
  • references/CHECKLISTS.md
  • references/RUBRIC.md

Workflow (8 steps)

工作流（8个步骤）

1) Intake + success definition

1) 需求收集+成功定义

  • Inputs: User prompt; references/INTAKE.md.
  • Actions: Confirm the business goal, ICP, primary CTA, and timebox. Define one primary success metric and 2–3 leading indicators. Confirm constraints (capacity, compliance, languages, distribution).
  • Outputs: Context snapshot (v1).
  • Checks: Goal is measurable and timebound (e.g., “Increase qualified demo requests from SEO by 25% in 8 weeks”).
  • 输入：用户提示；references/INTAKE.md。
  • 行动：确认业务目标、ICP、核心CTA及时间范围。定义1个核心成功指标及2–3个领先指标。确认约束条件（团队能力、合规要求、语言、分发渠道）。
  • 输出：背景快照（版本1）。
  • 检查项：目标可衡量且有时间限制（例如：“8周内将来自SEO的合格演示请求提升25%”）。

2) Define content market fit (audience anxieties → promises)

2) 定义内容市场契合度（受众焦虑→价值承诺）

  • Inputs: ICP/audience, pains/goals, buying context, objections.
  • Actions: Treat content as a product: define audience segment(s), top anxieties (career, risk, status, time), and the “promotion narrative” (how content helps them win). Identify 3–5 core “promises” your content should consistently deliver.
  • Outputs: Content market fit brief.
  • Checks: Each promise is specific and maps to a content type (how-to, teardown, case study, POV, template).
  • 输入：ICP/受众、痛点/目标、购买场景、异议。
  • 行动：将内容视为产品：定义受众细分群体、核心焦虑（职业、风险、身份、时间），以及“价值传递叙事”（内容如何帮助他们达成目标）。确定内容需持续传递的3–5个核心“价值承诺”。
  • 输出：内容市场契合度简报。
  • 检查项：每个价值承诺都具体，且对应一种内容类型（指南、拆解、案例研究、观点、模板）。

3) Validate demand + pick topic themes (SEO + non-SEO)

3) 验证需求+选择主题方向（SEO+非SEO）

  • Inputs: Product surfaces, promises, known customer questions, any keyword data.
  • Actions: Build a topic universe, then split into:
    • SEO topics: only keep topics with evidence of search demand.
    • Thought leadership topics: publish for trust/brand even without search demand, but tie to distribution plan and spokesperson voice. Document “evidence of demand” (Search Console, autocomplete, competitor pages ranking, keyword tools, internal tickets).
  • Outputs: Topic map (with demand evidence + confidence labels).
  • Checks: No SEO topic is approved without a demand signal; every non-SEO topic has a distribution owner + channel.
  • 输入：产品信息、价值承诺、已知客户问题、现有关键词数据。
  • 行动：构建主题全域，随后分为两类：
    • SEO主题：仅保留有搜索需求证据的主题。
    • 思想领导力主题：即便无搜索需求，也可出于信任/品牌建设目的发布，但需关联分发计划与发言人风格。 记录“需求证据”（搜索控制台、自动补全、竞品排名页面、关键词工具、内部工单）。
  • 输出：主题图谱（含需求证据+置信度标签）。
  • 检查项：无需求信号的SEO主题不予通过；每个非SEO主题都有分发负责人+对应渠道。

4) Choose the human voice + primary channel

4) 选择人性化风格+核心渠道

  • Inputs: Spokesperson options, team strengths, audience media habits.
  • Actions: Pick one primary channel that matches the spokesperson’s natural style (long-form writing, short-form posts, video, audio). Define voice rules (first-person, specific opinions, vulnerability/honesty) and what to avoid (corporate ghost tone, generic platitudes). Decide how content will be repurposed across secondary channels.
  • Outputs: Channel + voice strategy (including “say this / not that”).
  • Checks: There is a single primary channel for the next 4–8 weeks; repurposing does not create new work without owners.
  • 输入：发言人选项、团队优势、受众媒介习惯。
  • 行动：选择一个与发言人自然风格匹配的核心渠道（长文写作、短文发布、视频、音频）。定义风格规则（第一人称、明确观点、真诚/坦率）及规避事项（企业代笔风格、通用套话）。确定内容如何在次要渠道复用。
  • 输出：渠道+风格策略（含“可表达/不可表达”规则）。
  • 检查项：未来4–8周仅聚焦一个核心渠道；内容复用不会在无负责人的情况下新增工作。

5) Build the backlog + editorial calendar

5) 构建内容储备+编辑日历

  • Inputs: Topic map, capacity, seasonality, launches/announcements.
  • Actions: Prioritize using a simple score (Impact × Confidence ÷ Effort). Create a 4–8 week editorial calendar with owners, publish dates, review checkpoints, and CTAs.
  • Outputs: Prioritized backlog + editorial calendar.
  • Checks: Calendar is feasible (no hidden approvals), and every item has an owner and a distribution plan.
  • 输入：主题图谱、团队能力、季节性因素、产品发布/公告。
  • 行动：使用简单评分（影响力×置信度÷工作量）排序优先级。创建4–8周的编辑日历，包含负责人、发布日期、审核节点及CTA。
  • 输出：已排序的内容储备+编辑日历。
  • 检查项：日历具备可行性（无隐藏审批流程），且每个条目都有负责人及分发计划。

6) Create content briefs (make writing easy)

6) 创建内容简报（降低写作门槛）

  • Inputs: Top topics, voice rules, CTA, distribution channels.
  • Actions: Write 3 briefs using references/TEMPLATES.md: target query/intent, angle (“information gain”), outline, proof assets needed (SME quotes/data), CTA, internal/external links, distribution checklist.
  • Outputs: 3 content briefs (ready to draft).
  • Checks: A writer can draft without additional meetings; each brief includes what must be uniquely true (not generic).
  • 输入：核心主题、风格规则、CTA、分发渠道。
  • 行动：使用references/TEMPLATES.md撰写3份简报：目标查询/意图、切入角度（“信息增量”）、大纲、所需证明素材（SME引用/数据）、CTA、内外部链接、分发清单。
  • 输出：3份内容简报（可直接用于初稿撰写）。
  • 检查项：撰稿人无需额外开会即可开始撰写；每份简报都包含独特的核心信息（非通用内容）。

7) Draft one flagship asset (blog post or announcement)

7) 撰写一份核心资产（博客文章或公告）

  • Inputs: One brief (or announcement context), references/TEMPLATES.md, references/WORKFLOW.md.
  • Actions: Draft an outline or first draft. If it’s an announcement, use a blog-post format with all “news” elements included. Use AI only per the SOP; add human insight, examples, and original framing.
  • Outputs: 1 draft outline/first draft + a “fact/claim check” list.
  • Checks: Draft has a clear POV, concrete examples, and avoids “100% AI-generated” sameness.
  • 输入：一份简报（或公告背景）、references/TEMPLATES.md、references/WORKFLOW.md。
  • 行动：撰写大纲或初稿。若为公告，使用博客文章格式，包含所有“新闻”要素。仅按SOP使用AI；添加人工洞察、案例及原创框架。
  • 输出：1份大纲/初稿 + “事实/主张核查”清单。
  • 检查项：初稿有明确观点、具体案例，避免“100% AI生成”的同质化问题。

8) Measurement + quality gate + finalize

8) 衡量+质量审核+最终定稿

  • Inputs: Draft pack; references/CHECKLISTS.md and references/RUBRIC.md.
  • Actions: Define measurement cadence (weekly review) and iteration loop (what you’ll change based on signals). Run checklist and score rubric. Always include Risks / Open questions / Next steps.
  • Outputs: Final Content Marketing Plan Pack.
  • Checks: Next 2 weeks of execution are unblocked; assumptions and demand validation gaps are explicit.
  • 输入：计划包初稿；references/CHECKLISTS.md及references/RUBRIC.md。
  • 行动：定义衡量周期（每周复盘）及迭代循环（基于数据信号调整的内容）。执行清单检查并按评分标准打分。始终包含风险/待解决问题/下一步行动。
  • 输出：最终版内容营销计划包。
  • 检查项：未来2周的执行无阻碍；假设及需求验证缺口已明确标注。

Quality gate (required)

质量审核（必做）

  • Use references/CHECKLISTS.md and references/RUBRIC.md.
  • Always include: Risks, Open questions, Next steps.
  • 使用references/CHECKLISTS.md及references/RUBRIC.md。
  • 始终包含：风险、待解决问题、下一步行动。

Examples

示例

Example 1 (B2B SaaS, SEO + pipeline):
“Use 
content-marketing
. Product: AI note-taking for sales calls. ICP: SDR managers at 50–500 person SaaS. Goal: increase qualified demo requests; timebox: 8 weeks; constraints: 1 marketer + 2 SMEs, compliance review required. Output: a Content Marketing Plan Pack with demand-validated SEO topics, an editorial calendar, 3 briefs, and one drafted flagship post.”
Example 2 (Founder-led thought leadership):
“Our founder wants to become the face of the brand on LinkedIn. Pick a primary format, define voice rules, build a 6-week content calendar, and create 3 briefs that address our audience’s career anxieties.”
Boundary example (upstream missing ICP):
“We don’t know who we’re for yet. Create a content strategy anyway.”
Response: pause and recommend defining ICP/positioning first; offer a minimal discovery sprint and then return to content planning.
示例1（B2B SaaS，SEO+销售线索）：
“使用
content-marketing
。产品：面向销售电话的AI笔记工具。ICP：50–500人规模SaaS公司的SDR经理。目标：提升合格演示请求量；时间范围：8周；约束条件：1名营销人员+2名SME，需合规审核。输出：含经需求验证的SEO主题、编辑日历、3份简报及1篇核心初稿的内容营销计划包。”
示例2（创始人主导的思想领导力）：
“我们的创始人想成为LinkedIn上的品牌代言人。选择核心格式、定义风格规则、构建6周内容日历，并创建3份解决受众职业焦虑的简报。”
边界示例（上游缺失ICP）：
“我们还不知道目标受众是谁。还是要制定内容策略。”
回应：暂停并建议先定义ICP/定位；提供极简发现冲刺方案，之后再回归内容规划。