content-marketing

Enable effective B2B content marketing for demand generation and thought leadership. Covers content strategy (pillars, calendars), LinkedIn optimization, SEO blog writing, case studies, video scripts, and content repurposing across platforms. **Content types by funnel stage:** | Content | Stage | Effort | |---------|-------|--------| | LinkedIn post | Top | Low | | Blog post | Top | Low | | Case study | Mid | Medium | | Whitepaper | Mid | High |

LinkedIn formula: Hook (1 line) + Story (3-5 lines) + Lesson (2-3 lines) + CTA

Blog SEO: Primary keyword in title, H1, first 100 words, URL; 1,500-2,500 words
</quick_start>

Content is successful when: - Maps to one of 3-5 content pillars - LinkedIn posts follow hook-story-lesson structure - Blog posts hit SEO checklist (keyword in title, H1, URL, first 100 words) - Case studies include quantified results (metrics, not vague claims) - Video scripts have clear hook in first 15 seconds - Content repurposed: 1 long-form → multiple formats (LinkedIn, Twitter, email) </success_criteria> B2B content strategy and creation for demand generation and thought leadership.

Quick Reference

Content Type	Goal	Funnel Stage	Effort
Blog post	SEO, awareness	Top	Low
LinkedIn post	Engagement, brand	Top	Low
Case study	Social proof	Mid	Medium
Whitepaper	Lead gen	Mid	High
Video	Engagement	All	Medium
Webinar	Demand gen	Mid-Bottom	High

Content Strategy Framework

Content Pillars

content_pillars:
  definition: "3-5 core themes all content maps to"

  example_gtm_engineer:
    pillar_1:
      name: "AI in Sales"
      topics:
        - "LLM-powered sales automation"
        - "AI agents for outreach"
        - "Cost-optimized AI stacks"

    pillar_2:
      name: "GTM Engineering"
      topics:
        - "Building GTM infrastructure"
        - "Sales + engineering hybrid roles"
        - "Automating the revenue engine"

    pillar_3:
      name: "B2B Sales Craft"
      topics:
        - "Discovery techniques"
        - "Enterprise selling"
        - "25 years of sales lessons"

Content Calendar Template

## Monthly Content Calendar

### Week 1: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Week 2: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Monthly Goals
- [ ] 8 LinkedIn posts
- [ ] 2 Blog articles
- [ ] 1 Case study
- [ ] __ impressions target
- [ ] __ engagement target

LinkedIn Content

Post Formats That Work

The Hook + Story + Lesson

[Provocative hook - 1 line]

[Story - 3-5 lines]

[Lesson/takeaway - 2-3 lines]

[Call to action or question]

The List Post

[Number] things I learned about [topic]:

1. [Point] - [One line explanation]
2. [Point] - [One line explanation]
...

Which resonates most with you?

The Contrarian Take

Unpopular opinion: [Contrarian statement]

Here's why:

[3-4 supporting points]

Agree or disagree?

LinkedIn Best Practices

linkedin_tactics:
  posting:
    frequency: "3-5x per week"
    best_times: "7-8am, 12pm, 5-6pm (local)"
    best_days: "Tuesday-Thursday"

  formatting:
    - "First line is the hook (shows in preview)"
    - "Use line breaks liberally"
    - "Keep paragraphs to 1-2 sentences"
    - "End with engagement prompt"

  engagement:
    - "Reply to every comment within 1 hour"
    - "Comment on 10 posts before posting"
    - "Tag sparingly (only if relevant)"
    - "No links in post (kills reach)"

  hashtags:
    count: "3-5 max"
    placement: "End of post"
    mix: "1 broad, 2 niche, 2 industry"

LinkedIn Post Templates

Sharing a Win

We just [achievement].

Here's what made the difference:

→ [Key factor 1]
→ [Key factor 2]
→ [Key factor 3]

The biggest lesson: [Insight]

What's working for you lately?

Teaching from Experience

After [X years/deals/projects] in [field], here's what I know for sure:

[Lesson 1]
↳ [Brief explanation]

[Lesson 2]
↳ [Brief explanation]

[Lesson 3]
↳ [Brief explanation]

What would you add?

Blog Content

Blog Post Structure

## [Title - Include primary keyword]

**Meta description**: [150-160 chars with keyword]

### Introduction (100-150 words)
- Hook: Start with pain point or surprising stat
- Context: Why this matters now
- Promise: What reader will learn

### Section 1: [H2 with keyword variation]
- Key point
- Supporting evidence
- Example or data

### Section 2: [H2]
- Key point
- Supporting evidence
- Example or data

### Section 3: [H2]
- Key point
- Supporting evidence
- Example or data

### Conclusion
- Summarize key points
- Call to action
- Next step for reader

**Word count target**: 1,500-2,500 for SEO

SEO Checklist

## Blog SEO Checklist

### On-Page SEO
- [ ] Primary keyword in title (front-loaded)
- [ ] Primary keyword in URL slug
- [ ] Primary keyword in first 100 words
- [ ] Primary keyword in H1
- [ ] Secondary keywords in H2s
- [ ] Meta description (150-160 chars)
- [ ] Image alt text with keywords
- [ ] Internal links (2-3)
- [ ] External links (1-2 authoritative)

### Content Quality
- [ ] Answers search intent
- [ ] Better than top 3 results
- [ ] Includes unique data/perspective
- [ ] Readable (short paragraphs, bullets)
- [ ] Mobile-friendly formatting

### Technical
- [ ] URL is clean (/blog/keyword-topic)
- [ ] Page loads <3 seconds
- [ ] Images compressed
- [ ] Schema markup (if applicable)

Case Studies

Case Study Structure

# [Customer Name]: [Headline Result]

## The Challenge
- Company background (1-2 sentences)
- Situation before (pain points)
- Why they needed to change

## The Solution
- Why they chose us
- Implementation overview
- Key features/services used

## The Results
- Quantified outcomes (3-5 metrics)
- Qualitative improvements
- Timeline to results

## Customer Quote
> "[Compelling testimonial]"
> — [Name], [Title] at [Company]

## Key Takeaways
1. [Lesson others can apply]
2. [Lesson others can apply]
3. [Lesson others can apply]

Case Study Metrics to Include

strong_metrics:
  revenue:
    - "Increased revenue by X%"
    - "Generated $X in new business"
    - "Reduced costs by $X"

  efficiency:
    - "Saved X hours per week"
    - "Reduced processing time by X%"
    - "Automated X% of manual tasks"

  performance:
    - "Improved conversion by X%"
    - "Increased win rate from X% to Y%"
    - "Shortened sales cycle by X days"

  scale:
    - "Scaled from X to Y users"
    - "Handled Xx more volume"
    - "Expanded to X new markets"

Video Content

Video Script Structure

## [Video Title]
**Length**: [Target duration]
**Goal**: [What viewer should do/learn]

### HOOK (0:00-0:15)
[Attention-grabbing opening - question, stat, or bold claim]

### INTRO (0:15-0:30)
"Hey, I'm [Name]. Today I'm going to show you [promise]"

### MAIN CONTENT
**Point 1** (0:30-2:00)
[Key insight + example]

**Point 2** (2:00-3:30)
[Key insight + example]

**Point 3** (3:30-5:00)
[Key insight + example]

### CTA (5:00-5:30)
"If this was helpful, [subscribe/follow/download].
Next video, I'll cover [teaser]"

### B-ROLL NOTES
- [Visual to show at timestamp]
- [Screen recording needed]
- [Graphic to create]

Content Repurposing

One Piece → Many Formats

Original: Long-form blog post (2000 words)
           ↓
├── LinkedIn carousel (10 slides)
├── Twitter/X thread (10 tweets)
├── Email newsletter summary
├── Short-form video script (2 min)
├── Podcast talking points
├── Infographic
└── Quote graphics (5-10)

Integration Notes

• Pairs with: gtm-strategy-skill (messaging), market-research-skill (topics)
• Tools: LinkedIn, WordPress, Canva, Descript
• Projects: coperniq-video-factory, gtm-engineer-journey

Reference Files

• reference/linkedin-templates.md - 20+ post templates
• reference/blog-templates.md - Article structures by type
• reference/seo-checklist.md - Comprehensive SEO guide
• reference/video-scripts.md - Video content frameworks