Marketing

2. Set up your content calendar:

./scripts/content-calendar.sh init

3. Start creating content!

Content Strategy Framework

The AIDA Model for Posts

Platform-Specific Best Practices

Twitter/X:

• Optimal length: 100-280 characters
• Use threads for long-form (5-15 tweets)
• Hook in first line — no fluff
• 1-2 hashtags max
• Best times: 9am, 12pm, 5pm local

LinkedIn:

• Professional but personable tone
• Open with a bold statement or question
• Use line breaks for readability
• 1300-2000 characters performs best
• Include relevant hashtags (3-5)

Instagram:

• Visual-first thinking
• Captions: tell a story
• Hashtag strategy: 20-30 in first comment
• Call-to-action in every post
• Carousel posts get highest engagement

Newsletter:

• Subject lines: 40-60 characters
• Preview text matters (first 90 chars)
• One clear CTA per email
• Personal stories increase open rates
• Send consistently (same day/time)

Content Calendar Management

Monthly Planning Template

# [Month] Content Calendar

## Themes
- Week 1: [Theme]
- Week 2: [Theme]
- Week 3: [Theme]
- Week 4: [Theme]

## Key Dates
- [Date]: [Event/Holiday]

## Content Mix (per week)
- Educational: 3
- Promotional: 1
- Engagement: 2
- User-generated/Curated: 1

## Platform Schedule
| Day | Twitter | LinkedIn | Instagram | Newsletter |
|-----|---------|----------|-----------|------------|
| Mon | Thread  | Article  | Carousel  | -          |
| Tue | Tips    | -        | Story     | -          |
| Wed | Poll    | Post     | Reel      | Send       |
| Thu | Thread  | -        | Story     | -          |
| Fri | Fun     | Post     | Post      | -          |

Content Batching Workflow

1. Ideation Day (Monthly) — Brainstorm 30+ content ideas
2. Creation Day (Weekly) — Write next week's content in one session
3. Scheduling Day (Weekly) — Load content into scheduler
4. Engagement Day (Daily) — Respond to comments, engage with community

Analytics & KPIs

Key Metrics to Track

Weekly Analytics Template

# Week of [Date] - Analytics Report

## Summary
- Total impressions: [X]
- Total engagement: [X]
- New followers: [X]
- Top performing post: [Link]

## Platform Breakdown

### Twitter
- Impressions: [X]
- Engagement rate: [X]%
- Best day: [Day]
- Top tweet: [Content]

### LinkedIn
- Impressions: [X]
- Engagement rate: [X]%
- Comments: [X]
- Top post: [Content]

## Insights
- What worked: [Analysis]
- What didn't: [Analysis]
- Next week focus: [Adjustment]

Campaign Management

Campaign Planning Template

# Campaign: [Name]

## Overview
- **Goal:** [Specific, measurable goal]
- **Timeline:** [Start] - [End]
- **Budget:** [Amount if applicable]
- **Success Metrics:** [KPIs]

## Target Audience
- Demographics: [Age, location, etc.]
- Pain points: [Problems we solve]
- Platforms: [Where they hang out]

## Content Assets
- [ ] Main announcement post
- [ ] Supporting content (X posts)
- [ ] Visuals/graphics
- [ ] Landing page copy
- [ ] Email sequence

## Schedule
| Date | Platform | Content | CTA |
|------|----------|---------|-----|
| [Date] | Twitter | [Content] | [Action] |

## Results (fill after)
- Reach: [X]
- Engagement: [X]
- Conversions: [X]
- ROI: [X]
- Learnings: [What we learned]

Content Generation Prompts

For Twitter Threads

Create a Twitter thread on [TOPIC]:
- Hook that stops scrolling
- 5-10 tweets of value
- Each tweet stands alone but builds on previous
- End with CTA and recap
- Conversational but authoritative tone

For LinkedIn Posts

Write a LinkedIn post about [TOPIC]:
- Opening hook (1-2 lines)
- Personal story or observation
- Key insight or lesson
- Actionable takeaway
- Engagement question
- 1200-1500 characters

For Newsletter

Draft newsletter on [TOPIC]:
- Compelling subject line (3 options)
- Personal opening
- Main value content
- One clear CTA
- PS line for bonus engagement

Automation Workflows

Daily Marketing Routine

## Morning (30 min)
- [ ] Check overnight engagement
- [ ] Respond to comments/DMs
- [ ] Share 2-3 relevant posts from others
- [ ] Check trending topics for opportunities

## Afternoon (15 min)
- [ ] Post scheduled content (if not automated)
- [ ] Engage with 5 accounts in your niche
- [ ] Check analytics for unusual activity

## Weekly (1 hour)
- [ ] Review analytics dashboard
- [ ] Plan next week's content
- [ ] Batch create content
- [ ] Update content calendar

Content Repurposing Matrix

Brand Voice Guidelines

Voice Definition Template

# Brand Voice

## We Are
- [Trait 1]: [Example]
- [Trait 2]: [Example]
- [Trait 3]: [Example]

## We Are Not
- [Anti-trait 1]: [Why to avoid]
- [Anti-trait 2]: [Why to avoid]

## Tone Spectrum
Formal ----[X]---- Casual
Serious ----[X]---- Playful
Reserved ----[X]---- Enthusiastic

## Sample Phrases
- Instead of "Click here" → "Dive in"
- Instead of "Buy now" → "Start your journey"
- Instead of "We're the best" → "Here's what we learned"

## Emoji Usage
- Frequency: [Sparingly/Moderate/Freely]
- Favorites: [List emojis that fit brand]
- Never use: [Emojis to avoid]

Scripts

content-calendar.sh

Manage your content calendar from the command line.

# Initialize calendar
./scripts/content-calendar.sh init

# Add content
./scripts/content-calendar.sh add "2024-01-15" "twitter" "Thread on productivity"

# View week
./scripts/content-calendar.sh week

# View month
./scripts/content-calendar.sh month

analytics-report.sh

Generate weekly analytics summaries.

# Generate this week's report
./scripts/analytics-report.sh weekly

# Compare to last week
./scripts/analytics-report.sh compare

Integration Tips

With Other Skills

Common Workflows

Content from Meetings: When you have a meeting transcript, extract quotable insights for social content.

Analytics to Strategy: Use data-analyst skill to visualize marketing performance and identify optimization opportunities.

Best Practices

1. Consistency > Perfection — Regular posting beats occasional perfection
2. 80/20 Content Rule — 80% value, 20% promotion
3. Engage, Don't Broadcast — Social is a conversation
4. Test Everything — A/B test hooks, CTAs, posting times
5. Batch Create — Write a week's content in one focused session
6. Repurpose Ruthlessly — One idea, multiple formats
7. Track What Matters — Pick 3-5 KPIs, ignore vanity metrics
8. Stay Authentic — People follow people, not brands

Troubleshooting

Low engagement?

• Check posting times against audience activity
• Review hooks — are they scroll-stopping?
• Increase engagement with others (reciprocity works)

Inconsistent posting?

• Batch create content weekly
• Use scheduling tools
• Create content bank for backup

Off-brand content?

• Review brand voice guidelines
• Create swipe file of good examples
• Check content before posting

License

License: MIT — use freely, modify, distribute.

"Marketing is no longer about the stuff you make, but about the stories you tell." — Seth Godin