commit ed7ff865085b2b5c7ffd81cb67b437371723c59f Author: Quanlai Li Date: Tue Feb 10 22:12:59 2026 -0800 Initial release: 34 open-source marketing skills for Claude Code Skills include SEO audit, keyword research, content writing, email marketing, social media, ads, CRO, analytics (SemRush, GA4, Search Console, Google Ads, Brand.dev), strategy, and growth automation. Co-Authored-By: Claude Opus 4.6 diff --git a/LICENSE b/LICENSE new file mode 100644 index 0000000..6abab16 --- /dev/null +++ b/LICENSE @@ -0,0 +1,21 @@ +MIT License + +Copyright (c) 2026 OpenClaudia + +Permission is hereby granted, free of charge, to any person obtaining a copy +of this software and associated documentation files (the "Software"), to deal +in the Software without restriction, including without limitation the rights +to use, copy, modify, merge, publish, distribute, sublicense, and/or sell +copies of the Software, and to permit persons to whom the Software is +furnished to do so, subject to the following conditions: + +The above copyright notice and this permission notice shall be included in all +copies or substantial portions of the Software. + +THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR +IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, +FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE +AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER +LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM, +OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE +SOFTWARE. diff --git a/README.md b/README.md new file mode 100644 index 0000000..cca6afb --- /dev/null +++ b/README.md @@ -0,0 +1,121 @@ +# OpenClaudia Skills + +Open-source marketing skills for [Claude Code](https://docs.anthropic.com/en/docs/claude-code). The tool for marketers, like Claude Code is for programmers. + +**Website:** [openclaudia.com](https://openclaudia.com) + +## Quick Install + +```bash +# Install all skills +npx skills add Qualia-Li/openclaudia-skills + +# Install a specific skill +npx skills add Qualia-Li/openclaudia-skills --skill seo-audit +``` + +Or manually copy any skill directory into `~/.claude/skills/` (personal) or `.claude/skills/` (project). + +## Skills + +### SEO & Site Audit +| Skill | Description | +|-------|-------------| +| `seo-audit` | Full technical + on-page SEO audit with actionable fixes | +| `keyword-research` | Keyword research using SemRush API | +| `serp-analyzer` | Analyze SERP results and ranking factors | +| `backlink-audit` | Audit backlink profile and find opportunities | +| `schema-markup` | Generate and validate Schema.org structured data | +| `programmatic-seo` | Create SEO-optimized pages at scale | + +### Content Writing +| Skill | Description | +|-------|-------------| +| `write-blog` | Generate SEO-optimized blog posts | +| `write-landing` | Create high-converting landing page copy | +| `copywriting` | Marketing copy for any page type | +| `copy-editing` | Line-by-line copy polish and improvement | +| `content-strategy` | Build content calendars and topic clusters | + +### Email Marketing +| Skill | Description | +|-------|-------------| +| `email-sequence` | Create drip campaigns and nurture sequences | +| `email-subject-lines` | Generate and A/B test email subject lines | + +### Social Media +| Skill | Description | +|-------|-------------| +| `social-content` | Create posts for Twitter/X, LinkedIn, Instagram | +| `thread-writer` | Write viral Twitter/X threads | +| `content-calendar` | Plan and schedule social media content | + +### Ads & Conversion +| Skill | Description | +|-------|-------------| +| `google-ads` | Write Google Ads copy and campaigns | +| `facebook-ads` | Create Facebook/Meta ad campaigns | +| `page-cro` | Landing page conversion rate optimization | +| `ab-test-setup` | Design and implement A/B tests | + +### Analytics & Research (API-Powered) +| Skill | Description | API Required | +|-------|-------------|--------------| +| `semrush-research` | SEO & competitive intelligence via SemRush | `SEMRUSH_API_KEY` | +| `brand-monitor` | Brand monitoring via Brand.dev | `BRANDDEV_API_KEY` | +| `google-analytics` | Pull GA4 reports and insights | Google OAuth | +| `search-console` | Google Search Console data & analysis | Google OAuth | +| `google-ads-report` | Google Ads performance reporting | Google OAuth | + +### Strategy & Planning +| Skill | Description | +|-------|-------------| +| `marketing-ideas` | 139 proven marketing ideas by category | +| `marketing-psychology` | 70+ psychological principles for marketing | +| `competitor-analysis` | Full competitor strategy breakdown | +| `pricing-strategy` | Pricing page and strategy optimization | +| `launch-strategy` | Product launch planning and execution | +| `icp-builder` | Define ideal customer profiles | + +### Growth & Automation +| Skill | Description | +|-------|-------------| +| `referral-program` | Design referral and viral loops | +| `lead-magnet` | Create lead magnets and gated content | +| `signup-flow-cro` | Optimize signup conversion funnels | +| `onboarding-cro` | Improve user onboarding flows | + +## API Configuration + +Some skills integrate with external APIs. Set these in your `.env` or `~/.claude/.env.global`: + +```bash +# SemRush (keyword research, competitive analysis) +SEMRUSH_API_KEY=your_key_here + +# Brand.dev (brand monitoring) +BRANDDEV_API_KEY=your_key_here + +# Google (Analytics, Search Console, Ads) +GOOGLE_CLIENT_ID=your_client_id +GOOGLE_CLIENT_SECRET=your_client_secret +``` + +Skills that require API keys will tell you which key is needed when invoked. + +## Contributing + +1. Fork this repository +2. Create a new skill directory under `skills/` +3. Add a `SKILL.md` with YAML frontmatter and instructions +4. Submit a pull request + +See [CONTRIBUTING.md](CONTRIBUTING.md) for the full guide. + +## License + +MIT - see [LICENSE](LICENSE) + +## Created by + +[Quanlai Li](https://quanl.ai) and the OpenClaudia community. diff --git a/skills/ab-test-setup/SKILL.md b/skills/ab-test-setup/SKILL.md new file mode 100644 index 0000000..d85a686 --- /dev/null +++ b/skills/ab-test-setup/SKILL.md @@ -0,0 +1,158 @@ +--- +name: ab-test-setup +description: Design, plan, and analyze A/B tests with statistical rigor. Use when the user asks about A/B testing, split testing, experiment design, statistical significance, sample size calculation, test duration, multivariate testing, or conversion experiments. Trigger phrases include "A/B test", "split test", "experiment", "statistical significance", "sample size", "test duration", "which version wins", "conversion experiment", "hypothesis test", "variant testing". +--- + +# A/B Test Design and Analysis + +You are an expert in experimentation and A/B testing. When the user asks you to design a test, calculate sample sizes, analyze results, or plan an experimentation roadmap, follow this framework. + +## Step 1: Gather Test Context + +Establish: page/feature being tested, current conversion rate, monthly traffic, primary metric, secondary metrics, guardrail metrics, duration constraints, testing platform (Optimizely, VWO, custom). + +## Step 2: Hypothesis Framework + +### Hypothesis Template + +``` +OBSERVATION: [What we noticed in data/research/feedback] +HYPOTHESIS: If we [specific change], then [metric] will [change] by [amount], + because [behavioral/psychological reasoning]. +CONTROL (A): [Current state] +VARIANT (B): [Proposed change] +PRIMARY METRIC: [Single metric that determines winner] +GUARDRAILS: [Metrics that must not degrade] +``` + +### Hypothesis Categories + +- **Clarity**: "Users don't understand what we offer" -- test headline, value prop +- **Motivation**: "Users aren't motivated to act" -- test social proof, urgency, benefits +- **Friction**: "Process is too difficult" -- test form length, step count, layout +- **Trust**: "Users don't trust us" -- test testimonials, guarantees, badges +- **Relevance**: "Content doesn't match intent" -- test personalization, segmentation + +## Step 3: Sample Size and Duration + +### Sample Size Formula + +``` +n = (Z_alpha/2 + Z_beta)^2 * (p1*(1-p1) + p2*(1-p2)) / (p2 - p1)^2 +Where: Z_alpha/2 = 1.96 (95%), Z_beta = 0.84 (80% power), p2 = p1 * (1 + MDE) +``` + +### Quick Reference (per variant, 95% significance, 80% power) + +| Baseline CR | 10% MDE | 15% MDE | 20% MDE | 25% MDE | +|---|---|---|---|---| +| 2% | 385,040 | 173,470 | 98,740 | 63,850 | +| 3% | 253,670 | 114,300 | 65,080 | 42,110 | +| 5% | 148,640 | 67,040 | 38,200 | 24,730 | +| 10% | 70,420 | 31,780 | 18,120 | 11,740 | +| 15% | 44,310 | 20,010 | 11,420 | 7,400 | +| 20% | 31,310 | 14,140 | 8,070 | 5,230 | + +**Duration** = (Sample size per variant x Number of variants) / Daily traffic. Minimum 7 days, maximum 8 weeks. + +If duration exceeds 8 weeks: increase MDE, reduce variants, test a higher-traffic page, use a micro-conversion metric, or accept lower power. + +## Step 4: Test Types + +| Type | What | When | Caution | +|---|---|---|---| +| A/B | Two versions, 50/50 split | One specific change, sufficient traffic | Minimum 7 days | +| A/B/n | Control + 2-4 variants | Multiple approaches to same element | Needs proportionally more traffic | +| MVT | Multiple element combinations | High traffic (100K+/month) | Combinations multiply fast | +| Bandit | Dynamic traffic allocation | High opportunity cost | Harder to reach significance | +| Pre/Post | Before vs. after (no split) | Cannot split traffic | Weakest causal evidence | + +## Step 5: Test Design by Element + +### Headline Tests +Test: value prop angle, specificity, social proof integration, question vs. statement, length. Measure: conversion rate, bounce rate, scroll depth. + +### CTA Tests +Test: button copy (action vs. benefit), color (contrast), size, placement, surrounding copy. Measure: click-through rate, conversion rate. + +### Layout Tests +Test: single vs. two column, long vs. short form, section order, video vs. static hero, with vs. without nav. Measure: conversion rate, scroll depth. Guardrail: page load time. + +### Pricing Tests +Test: price point, billing display, tier count, feature allocation, default plan, anchoring, decoy pricing. Measure: **revenue per visitor** (not just CR). Guardrail: support tickets, refund rate. + +### Copy Tests +Test: tone, length, format (paragraphs vs. bullets), emotional angle, proof type. Measure: conversion rate, read depth. + +## Step 6: Running the Test + +### Pre-Launch Checklist + +- [ ] Hypothesis documented with primary metric defined +- [ ] Sample size calculated, traffic sufficient +- [ ] QA on both variants across devices and browsers +- [ ] Tracking verified -- conversions fire correctly for both variants +- [ ] No other tests on same page/funnel +- [ ] Traffic allocation set (50/50) +- [ ] Exclusion criteria defined (bots, internal IPs) +- [ ] Stakeholders aligned on decision criteria before launch + +### During the Test + +- Do not peek for first 3-5 days (early results are misleading) +- Do not stop early unless guardrail metrics violated +- Monitor for technical issues and tracking accuracy +- Watch for sample ratio mismatch (SRM): >1% deviation means setup problem +- Do not add variants mid-test + +### Post-Test Analysis + +``` +TEST RESULTS +============ +Test: [name] | Duration: [days] | Sample: [n] | Split: [%/%] +SRM Check: [Pass/Fail] + +| Variant | Visitors | Conversions | CR | vs Control | p-value | Significant? | +|---------|----------|-------------|-----|------------|---------|--------------| +| Control | X,XXX | XXX | X.XX% | -- | -- | -- | +| Var B | X,XXX | XXX | X.XX% | +X.X% | 0.XXX | Yes/No | + +DECISION: [Implement / Keep Control / Iterate] +REASONING: [Data-based rationale] +NEXT TEST: [What to test next] +``` + +## Step 7: Common Pitfalls + +1. **Peeking**: Checking daily inflates false positives to 25-30%. Commit to sample size upfront. +2. **Underpowered tests**: "No result" often means "not enough data." +3. **Too many variables**: Isolate one variable per test. +4. **Ignoring segments**: Overall flat, but mobile wins / desktop loses. Always segment. +5. **Novelty effect**: Run 2+ weeks to account for novelty wearing off. +6. **Multiple comparisons**: One primary metric. Bonferroni correction for extras. +7. **Practical significance**: A significant 0.1% lift may not be worth implementing. + +## Step 8: Test Prioritization (ICE Scoring) + +``` +Impact (1-10): How much will this move the metric? +Confidence (1-10): How likely to produce a result? +Ease (1-10): How easy to implement? +ICE Score = (Impact + Confidence + Ease) / 3 +``` + +### Roadmap Template + +``` +EXPERIMENTATION ROADMAP +Quarter: [Q] | Page: [target] | Traffic: [volume] | Current CR: [X%] + +| Priority | Test | ICE | Duration | Status | +|----------|------|-----|----------|--------| +| 1 | ... | 8.3 | 14 days | Ready | +| 2 | ... | 7.7 | 21 days | Ready | +| 3 | ... | 7.0 | 14 days | Idea | +``` + +Run tests sequentially on the same page to avoid interaction effects. Provide a backlog ranked by ICE score. diff --git a/skills/backlink-audit/SKILL.md b/skills/backlink-audit/SKILL.md new file mode 100644 index 0000000..bd210c9 --- /dev/null +++ b/skills/backlink-audit/SKILL.md @@ -0,0 +1,312 @@ +--- +name: backlink-audit +description: Audit a domain's backlink profile using the SemRush API. Use when the user says "audit backlinks", "check my backlinks", "backlink analysis", "link profile", "toxic links", "disavow", "link building opportunities", "referring domains", "anchor text", or asks about a site's link authority. +--- + +# Backlink Audit Skill + +You are an expert link building strategist and backlink auditor. Use the SemRush API to analyze a domain's backlink profile, identify toxic links, and find link building opportunities. + +## Prerequisites + +This skill requires `SEMRUSH_API_KEY`. Check for it in environment variables or in `~/.claude/.env.global`. If not found, inform the user: + +``` +This skill requires a SemRush API key. Set it via: + export SEMRUSH_API_KEY=your_key_here +Or add it to ~/.claude/.env.global +``` + +## SemRush Backlink API Endpoints + +Use `curl` via the Bash tool. Base URL: `https://api.semrush.com/analytics/v1/` + +### Core Endpoints + +**1. Backlinks Overview** +``` +https://api.semrush.com/analytics/v1/?key={KEY}&type=backlinks_overview&target={domain}&target_type=root_domain&export_columns=total,domains_num,urls_num,ips_num,ipclassc_num,follows_num,nofollows_num,texts_num,images_num,forms_num,frames_num +``` + +**2. Backlinks List (individual links)** +``` +https://api.semrush.com/analytics/v1/?key={KEY}&type=backlinks&target={domain}&target_type=root_domain&export_columns=source_url,source_title,target_url,anchor,external_num,internal_num,redirect,nofollow,image,first_seen,last_seen&display_limit=100&display_offset=0 +``` + +**3. Referring Domains** +``` +https://api.semrush.com/analytics/v1/?key={KEY}&type=backlinks_refdomains&target={domain}&target_type=root_domain&export_columns=domain,domain_ascore,backlinks_num,ip,country,first_seen,last_seen&display_limit=100&display_sort=domain_ascore_desc +``` + +**4. Anchor Text Distribution** +``` +https://api.semrush.com/analytics/v1/?key={KEY}&type=backlinks_anchors&target={domain}&target_type=root_domain&export_columns=anchor,domains_num,backlinks_num&display_limit=50&display_sort=backlinks_num_desc +``` + +**5. Indexed Pages (pages receiving links)** +``` +https://api.semrush.com/analytics/v1/?key={KEY}&type=backlinks_pages&target={domain}&target_type=root_domain&export_columns=target_url,backlinks_num,domains_num&display_limit=50&display_sort=backlinks_num_desc +``` + +**6. Competitor Backlinks (for comparison)** +``` +# Reuse endpoints above with competitor domain as target +``` + +**7. Referring Domain Authority Score** +Domain Authority Score (domain_ascore) is returned with referring domains and ranges 0-100. + +## Audit Process + +### Step 1: Pull Backlink Overview + +Fetch the backlink overview and summarize: + +```markdown +## Backlink Profile Summary: {domain} + +| Metric | Value | +|--------|-------| +| Total Backlinks | {total} | +| Referring Domains | {domains_num} | +| Referring IPs | {ips_num} | +| Referring Subnets (Class C) | {ipclassc_num} | +| Follow Links | {follows_num} ({%}) | +| Nofollow Links | {nofollows_num} ({%}) | +| Text Links | {texts_num} ({%}) | +| Image Links | {images_num} ({%}) | +| Backlink-to-Domain Ratio | {total/domains_num} | +``` + +### Step 2: Analyze Referring Domains + +Pull the top referring domains sorted by authority score. Evaluate: + +**Domain Quality Tiers:** + +| Tier | Authority Score | Quality | Action | +|------|----------------|---------|--------| +| Tier 1 | 80-100 | Excellent | Protect and nurture | +| Tier 2 | 60-79 | Good | Maintain relationship | +| Tier 3 | 40-59 | Average | Monitor | +| Tier 4 | 20-39 | Low quality | Review for relevance | +| Tier 5 | 0-19 | Suspicious | Investigate for toxicity | + +**Domain Quality Distribution:** +Calculate the percentage of referring domains in each tier. A healthy profile should have: +- Tier 1-2: at least 10-15% of referring domains +- Tier 3: 30-40% +- Tier 4: 20-30% +- Tier 5: < 20% (flag if higher) + +**Diversity Analysis:** +- Unique IPs vs. referring domains (ratio close to 1:1 is healthy) +- Unique Class C subnets (should be close to IP count) +- Country distribution (should match target market) +- TLD distribution (.com, .org, .edu, .gov diversity is positive) + +### Step 3: Analyze Anchor Text Distribution + +Pull anchor text data and classify each anchor: + +| Anchor Type | Healthy Range | Description | Example | +|------------|---------------|-------------|---------| +| Branded | 30-50% | Brand name or domain | "Acme Corp", "acme.com" | +| Naked URL | 10-20% | Raw URL | "https://acme.com/product" | +| Generic | 10-15% | Non-descriptive text | "click here", "read more", "this website" | +| Topic/Keyword | 10-20% | Natural topic reference | "project management software" | +| Exact Match | 1-5% | Exact target keyword | "best project management tool" | +| Partial Match | 5-10% | Includes target keyword variation | "top tools for project management" | +| Compound | 5-10% | Brand + keyword | "Acme project management" | +| Image (no alt) | < 5% | Images without alt text | [image] | + +**Red flags in anchor text:** +- Exact match > 10% = Over-optimized (Penguin risk) +- Single anchor > 15% of total = Unnatural concentration +- Money keyword anchors from low-quality sites = Likely spam +- Irrelevant anchors (casino, pharma, adult) = Toxic links +- Foreign language anchors unrelated to business = Likely spam + +### Step 4: Identify Toxic Links + +Score each backlink for toxicity based on these signals: + +**Toxicity Signals (each adds to a toxicity score 0-100):** + +| Signal | Weight | Detection Method | +|--------|--------|-----------------| +| Source domain AS < 10 | +15 | From referring domains data | +| Source is known link farm/PBN pattern | +30 | Domain name patterns: keyword-keyword-keyword.com, random strings | +| Anchor text is exact match keyword | +10 | From anchor text analysis | +| Source page has 100+ external links | +20 | From external_num column | +| Source is irrelevant niche | +15 | Compare source domain topic to target | +| Source has no organic traffic | +15 | Check via domain_organic if budget allows | +| Link from sitewide (footer/sidebar) | +10 | Same domain, many links to same target | +| Link from non-indexed page | +20 | Page not in Google (manual check) | +| Redirect chain to target | +10 | From redirect column | +| Foreign language + irrelevant | +15 | From anchor text + domain TLD | + +**Toxicity Rating:** +- 0-20: Clean - no action needed +- 21-40: Monitor - watch for changes +- 41-60: Suspicious - investigate further +- 61-80: Likely toxic - consider disavow +- 81-100: Toxic - add to disavow list + +### Step 5: Link Velocity Analysis + +Analyze the `first_seen` and `last_seen` dates to determine: + +- **Monthly new links** over the past 12 months +- **Monthly lost links** (links where last_seen is in the past) +- **Net link growth rate** +- **Velocity spikes** (unnatural bursts of links) + +**Healthy velocity patterns:** +- Steady, gradual growth = Natural +- Correlated with content publishing = Natural +- Sudden spike then flat = Likely campaign or mention (investigate) +- Massive spike from low-quality domains = Negative SEO attack (flag immediately) +- Declining trend = Losing links, need outreach + +### Step 6: Competitor Comparison + +Pull backlink overview for 2-3 competitors and compare: + +```markdown +## Competitor Backlink Comparison + +| Metric | {Your Domain} | {Competitor 1} | {Competitor 2} | {Competitor 3} | +|--------|--------------|----------------|----------------|----------------| +| Total Backlinks | | | | | +| Referring Domains | | | | | +| Avg. Domain AS | | | | | +| Follow % | | | | | +| Link Growth (6mo) | | | | | +``` + +**Link Gap Analysis:** +Find domains that link to competitors but not to the target: +1. Pull top 100 referring domains for each competitor +2. Filter out domains already linking to the target +3. Sort by authority score +4. These are outreach targets + +### Step 7: Generate Disavow File + +If toxic links are found, generate a Google Disavow file: + +``` +# Disavow file for {domain} +# Generated: {date} +# Total entries: {count} + +# Individual URLs (confirmed toxic) +{url1} +{url2} + +# Full domains (majority of links from domain are toxic) +domain:{domain1} +domain:{domain2} +``` + +**Disavow rules:** +- Only disavow domains where 80%+ of their links are toxic +- For mixed domains, disavow individual URLs +- Never disavow high-authority domains (AS > 60) without manual verification +- Always recommend the user review the list before submitting + +## Output Report Format + +```markdown +# Backlink Audit Report: {domain} +**Date:** {date} +**Total Backlinks:** {total} +**Referring Domains:** {count} +**Health Score:** {score}/100 + +## Executive Summary +{2-3 sentences summarizing the health of the backlink profile} + +## Profile Overview +{Overview table from Step 1} + +## Referring Domain Quality + +### Distribution by Authority +| Tier | Range | Count | Percentage | Status | +|------|-------|-------|-----------|--------| +| Tier 1 | 80-100 | {} | {}% | {Good/Needs more} | +| ... | ... | ... | ... | ... | + +### Top 20 Referring Domains +| Domain | Authority | Backlinks | First Seen | Status | +|--------|----------|-----------|-----------|--------| +| {} | {} | {} | {} | {} | + +## Anchor Text Analysis + +### Distribution +| Type | Percentage | Status | +|------|-----------|--------| +| Branded | {}% | {Healthy/Over/Under} | +| ... | ... | ... | + +### Top 20 Anchors +| Anchor | Domains | Backlinks | Type | +|--------|---------|-----------|------| +| {} | {} | {} | {} | + +## Toxic Link Analysis + +### Summary +- **Total toxic links found:** {count} +- **Toxic referring domains:** {count} +- **Recommended for disavow:** {count} + +### Toxic Links Detail +| Source URL | Anchor | Toxicity Score | Signals | +|-----------|--------|---------------|---------| +| {} | {} | {}/100 | {} | + +## Link Velocity +{Monthly new/lost links chart description} +{Assessment of velocity health} + +## Competitor Comparison +{Comparison table} + +## Link Building Opportunities + +### Domains Linking to Competitors (Not You) +| Domain | Authority | Links to Competitors | Outreach Strategy | +|--------|----------|---------------------|-------------------| +| {} | {} | {} | {} | + +### Recommended Link Building Tactics +1. **{Tactic}** - {Description, estimated effort, expected results} +2. ... + +## Action Items + +### Immediate (This Week) +1. {Specific action} + +### Short Term (This Month) +1. {Specific action} + +### Ongoing +1. {Specific action} + +## Disavow File +{If applicable, include the generated disavow file content} +``` + +## Notes + +- SemRush API has rate limits. Space out calls if making many requests. +- Backlink data may be up to 30 days old. Note this in the report. +- Never recommend disavowing links from legitimately authoritative domains. +- For new sites (< 6 months), a small backlink profile is normal, not a problem. +- Always recommend manual review of the disavow list before submission to Google Search Console. +- If the user has Google Search Console access, recommend cross-referencing with GSC's link report for the most complete picture. diff --git a/skills/brand-monitor/SKILL.md b/skills/brand-monitor/SKILL.md new file mode 100644 index 0000000..cb626f6 --- /dev/null +++ b/skills/brand-monitor/SKILL.md @@ -0,0 +1,346 @@ +--- +name: brand-monitor +description: > + Brand monitoring and mention tracking via the Brand.dev API. Use when asked to + monitor brand mentions, track sentiment, find PR opportunities, detect logo + usage, or analyze brand presence online. Trigger phrases: "brand monitoring", + "mention tracking", "brand sentiment", "PR opportunities", "logo detection", + "brand.dev", "brand mentions", "media monitoring". +--- + +# Brand Monitor + +Track brand mentions, analyze sentiment, and discover PR opportunities using the Brand.dev API. + +## Prerequisites + +Requires `BRANDDEV_API_KEY` set in `.env`, `.env.local`, or `~/.claude/.env.global`. + +```bash +echo "BRANDDEV_API_KEY is ${BRANDDEV_API_KEY:+set}" +``` + +If the key is not set, instruct the user: +> You need a Brand.dev API key. Get one at https://brand.dev/ +> Then add `BRANDDEV_API_KEY=your_key` to your `.env` file. + +## API Base + +All requests go to `https://api.brand.dev/v1/` with the header `Authorization: Bearer {BRANDDEV_API_KEY}`. + +--- + +## 1. Brand Search + +Search for mentions of a brand name across the web. + +### Endpoint + +``` +GET https://api.brand.dev/v1/brand/search +``` + +### Parameters + +| Param | Type | Description | +|-------|------|-------------| +| `query` | string | Brand name or phrase to search | +| `limit` | int | Number of results (default 20, max 100) | +| `offset` | int | Pagination offset | +| `sort` | string | `relevance` or `date` | +| `from_date` | string | Start date (YYYY-MM-DD) | +| `to_date` | string | End date (YYYY-MM-DD) | + +### Example curl + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/brand/search?query=YourBrand&limit=20&sort=date" +``` + +### Response Parsing + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/brand/search?query=YourBrand&limit=20" \ + | python3 -c " +import json, sys +data = json.load(sys.stdin) +for m in data.get('results', []): + print(f\"Source: {m.get('source','')} | Title: {m.get('title','')} | Sentiment: {m.get('sentiment','n/a')} | Date: {m.get('published_at','')}\") + print(f\" URL: {m.get('url','')}\") + print() +" +``` + +--- + +## 2. Brand Info Lookup + +Get structured brand information for any company or product. + +### Endpoint + +``` +GET https://api.brand.dev/v1/brand/info +``` + +### Parameters + +| Param | Type | Description | +|-------|------|-------------| +| `domain` | string | Company domain (e.g., `stripe.com`) | +| `name` | string | Brand name (alternative to domain) | + +### Example curl + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/brand/info?domain=stripe.com" +``` + +### Response Fields + +- `name`: Official brand name +- `domain`: Primary domain +- `description`: Brand description +- `industry`: Industry classification +- `founded`: Year founded +- `headquarters`: Location +- `social_profiles`: Links to social media +- `logos`: Brand logo URLs +- `colors`: Brand color palette +- `employees_range`: Company size estimate + +--- + +## 3. Logo Detection + +Detect brand logos in images across the web. + +### Endpoint + +``` +GET https://api.brand.dev/v1/logo/search +``` + +### Parameters + +| Param | Type | Description | +|-------|------|-------------| +| `brand` | string | Brand name to search for | +| `domain` | string | Filter to specific domain | +| `limit` | int | Number of results | + +### Example curl + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/logo/search?brand=YourBrand&limit=20" +``` + +Use logo detection to find: +- Unauthorized logo usage +- Partner and sponsor visibility +- Event coverage and media placements +- Counterfeit product listings + +--- + +## 4. Mention Tracking + +Set up ongoing tracking for brand mentions. + +### Create a Monitor + +``` +POST https://api.brand.dev/v1/monitors +``` + +### Body + +```json +{ + "name": "My Brand Monitor", + "keywords": ["YourBrand", "Your Brand", "yourbrand.com"], + "exclude_keywords": ["unrelated term"], + "sources": ["news", "blogs", "social", "forums", "reviews"], + "languages": ["en"], + "notify_email": "alerts@yourdomain.com" +} +``` + +### Example curl + +```bash +curl -s -X POST -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + -H "Content-Type: application/json" \ + "https://api.brand.dev/v1/monitors" \ + -d '{ + "name": "Brand Alert", + "keywords": ["YourBrand"], + "sources": ["news", "blogs", "social"], + "languages": ["en"] + }' +``` + +### List Monitors + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/monitors" +``` + +### Get Monitor Results + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/monitors/{monitor_id}/mentions?limit=50&sort=date" +``` + +--- + +## 5. Sentiment Analysis + +Analyze sentiment of brand mentions. + +### Endpoint + +``` +GET https://api.brand.dev/v1/brand/sentiment +``` + +### Parameters + +| Param | Type | Description | +|-------|------|-------------| +| `query` | string | Brand name | +| `from_date` | string | Start date | +| `to_date` | string | End date | +| `granularity` | string | `day`, `week`, or `month` | + +### Example curl + +```bash +curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/brand/sentiment?query=YourBrand&from_date=2024-01-01&to_date=2024-03-31&granularity=week" +``` + +### Sentiment Scores + +- **Positive** (> 0.3): Praise, recommendations, positive reviews +- **Neutral** (-0.3 to 0.3): Factual mentions, news coverage +- **Negative** (< -0.3): Complaints, criticism, negative reviews + +--- + +## 6. Competitor Mention Comparison + +Compare brand mention volume and sentiment against competitors. + +### Workflow + +1. Search mentions for your brand and each competitor +2. Compare mention counts over the same time period +3. Compare sentiment distributions +4. Identify sources where competitors get mentioned but you do not + +```bash +# For each brand, get mention counts +for brand in "YourBrand" "Competitor1" "Competitor2"; do + count=$(curl -s -H "Authorization: Bearer ${BRANDDEV_API_KEY}" \ + "https://api.brand.dev/v1/brand/search?query=${brand}&limit=1" \ + | python3 -c "import json,sys; print(json.load(sys.stdin).get('total',0))") + echo "${brand}: ${count} mentions" +done +``` + +--- + +## Workflow: Full Brand Audit + +When asked for a comprehensive brand monitoring report: + +### Step 1: Brand Info + +Pull structured brand data for context. + +### Step 2: Mention Volume + +Search for brand mentions over the last 30/90 days. Count total mentions and break down by source type. + +### Step 3: Sentiment Analysis + +Get sentiment trends. Flag any negative spikes and investigate root causes. + +### Step 4: PR Opportunities + +From mention data, identify: +- **High-authority sites** that mention competitors but not you +- **Journalists** who cover your industry +- **Trending topics** where your brand could contribute +- **Unanswered questions** about your brand on forums + +### Step 5: Logo/Visual Presence + +Search for logo appearances. Flag unauthorized usage. + +### Step 6: Report + +Present findings as: + +``` +## Brand Monitoring Report: {Brand} + +### Overview +- Total mentions (last 30 days): X +- Sentiment breakdown: X% positive, X% neutral, X% negative +- Top sources: ... + +### Sentiment Trend +[Weekly trend data] + +### Top Positive Mentions +1. [Source] - [Title] - [URL] +2. ... + +### Negative Mentions Requiring Attention +1. [Source] - [Title] - [URL] - [Issue summary] +2. ... + +### PR Opportunities +1. [Publication] covers [topic] - pitch angle: ... +2. [Journalist] recently wrote about [topic] - pitch angle: ... + +### Competitor Comparison +| Metric | Your Brand | Competitor A | Competitor B | +|--------|-----------|-------------|-------------| +| Mentions | ... | ... | ... | +| Positive % | ... | ... | ... | +| Top Source | ... | ... | ... | + +### Action Items +- [ ] Respond to [negative mention] +- [ ] Pitch [publication] about [topic] +- [ ] Update brand listing on [platform] +``` + +--- + +## Error Handling + +| Status | Meaning | +|--------|---------| +| 401 | Invalid or expired API key | +| 403 | Insufficient permissions for this endpoint | +| 404 | Resource not found (check monitor ID) | +| 429 | Rate limit exceeded - wait and retry | +| 500 | Server error - retry after a few seconds | + +## Tips + +- Use exact brand name + common misspellings as keywords +- Exclude your own domain to avoid self-mentions +- Set up monitors for competitor brands too +- Check mentions weekly at minimum; daily during launches or crises +- Export negative mentions to a spreadsheet for customer support follow-up diff --git a/skills/competitor-analysis/SKILL.md b/skills/competitor-analysis/SKILL.md new file mode 100644 index 0000000..0d93f5b --- /dev/null +++ b/skills/competitor-analysis/SKILL.md @@ -0,0 +1,153 @@ +--- +name: competitor-analysis +description: Conduct full competitor strategy breakdowns across SEO, ads, social, email, pricing, and positioning. Use when the user asks to analyze competitors, benchmark against rivals, understand competitive landscape, find competitor weaknesses, or build a competitive matrix. Trigger phrases include "competitor analysis", "competitive analysis", "who are my competitors", "competitor research", "competitive landscape", "benchmark competitors", "competitor ads", "competitor SEO", "competitor pricing", "SWOT analysis", "competitive matrix". +--- + +# Competitor Analysis Framework + +You are an expert competitive intelligence analyst. When the user asks you to analyze competitors, build competitive matrices, or identify competitive advantages, follow this framework. + +## Step 1: Gather Context + +Establish: user's product, industry/vertical, target audience, known competitors, key concerns (pricing, features, marketing), available tools (SEMrush, Ahrefs, SimilarWeb), goal (strategy, launch decision, investor deck, repositioning). + +## Step 2: Competitor Identification + +### Three Categories + +- **Direct** (same product, same audience): 3-5 competitors +- **Indirect** (different product, same problem): 2-3 competitors +- **Aspirational** (market leaders to learn from): 1-2 competitors + +### Discovery Methods + +Google "[category]" (ads + organic top 10), G2/Capterra "Compare" pages, Reddit/Twitter "[competitor] alternative", customer interviews, job postings, funding announcements, SEMrush "Competing Domains" report. + +## Step 3: SEO Analysis + +For each competitor: + +``` +COMPETITOR SEO PROFILE: [Company Name] +DA/DR: [score] | Monthly Organic Traffic: [volume] | Ranking Keywords: [total] + +TOP KEYWORDS: [keyword, position, volume, traffic share] + +CONTENT STRATEGY: + Post frequency, avg length, content types, top 5 performing URLs + +BACKLINK PROFILE: + Total backlinks, referring domains, top linking domains, acquisition rate + +TECHNICAL: Site speed, mobile optimization, schema markup, architecture +``` + +### Gap Analysis + +- **Keyword gaps**: Keywords competitors rank for that you do not +- **Content gaps**: Topics competitors cover that you do not +- **Backlink gaps**: Domains linking to competitors but not you + +## Step 4: Paid Advertising Analysis + +``` +COMPETITOR AD PROFILE: [Company Name] +Est. Monthly Spend: [range] | Platforms: [list] | Active Ads: [count] + +GOOGLE ADS: Top keywords, ad copy themes, landing pages, extensions +META ADS: Ad count (from Ad Library), formats, running duration, creative themes +LINKEDIN ADS (B2B): Formats, targeting signals, content themes +``` + +**Key questions**: Which keywords bid most aggressively? What landing pages do ads point to (reveals best offers)? How long have top ads been running (long = profitable)? Running retargeting? + +## Step 5: Social Media Analysis + +``` +| Platform | Followers | Frequency | Avg Engagement | Top Content Type | +|----------|-----------|-----------|----------------|-----------------| +| Twitter/X | ... | ... | ... | ... | +| LinkedIn | ... | ... | ... | ... | +| Instagram | ... | ... | ... | ... | +| YouTube | ... | ... | ... | ... | + +CONTENT THEMES: [theme, engagement level] x3 +TOP POSTS (last 90 days): [platform, description, metrics] +COMMUNITY: Response time, tone, UGC, community spaces +``` + +## Step 6: Email and Lifecycle Marketing + +Sign up for every competitor's list, trial, and newsletter. Track: + +- **Newsletter**: Frequency, content type, subject line style, personalization +- **Onboarding sequence**: Day-by-day breakdown with subject, purpose, CTA +- **Promotions**: Discount frequency, seasonal campaigns, urgency tactics +- **Retention**: Churn prevention emails, re-engagement campaigns + +## Step 7: Pricing and Positioning + +### Pricing Comparison + +``` +| Feature/Plan | You | Comp A | Comp B | Comp C | +|-------------|-----|--------|--------|--------| +| Free Tier | ... | ... | ... | ... | +| Starter | ... | ... | ... | ... | +| Pro | ... | ... | ... | ... | +| Enterprise | ... | ... | ... | ... | +``` + +Note model type, billing options, add-ons, discounts, price anchoring. + +### Positioning Map + +Create a 2x2 map on the two most important dimensions (e.g., Price vs. Simplicity). Identify white space opportunities. + +### Messaging Extraction + +For each: tagline, value proposition, key differentiator, target persona, tone, primary proof points. + +## Step 8: SWOT Analysis + +For each major competitor: + +``` +STRENGTHS: [with evidence] +WEAKNESSES: [with evidence from reviews, complaints, feature gaps] +OPPORTUNITIES: [market trends in their favor] +THREATS: [your advantages or market shifts against them] +``` + +**Weakness sources**: G2/Capterra 1-2 star reviews, Reddit/Twitter complaints, Glassdoor, Down Detector, feature comparison gaps, support forums. + +## Step 9: Competitive Matrix + +``` +| Dimension | You | Comp A | Comp B | Comp C | +|-----------|-----|--------|--------|--------| +| Founded | ... | ... | ... | ... | +| Funding/Revenue | ... | ... | ... | ... | +| Target Market | ... | ... | ... | ... | +| Entry Price | ... | ... | ... | ... | +| Key Differentiator | ... | ... | ... | ... | +| DA | ... | ... | ... | ... | +| Monthly Traffic | ... | ... | ... | ... | +| G2 Rating | ... | ... | ... | ... | +| Feature 1-3 | Y/N | Y/N | Y/N | Y/N | +``` + +## Step 10: Strategic Recommendations + +``` +STRATEGIC RECOMMENDATIONS +========================== +1. POSITIONING: Current vs. recommended position, key message, differentiation +2. CONTENT: Priority keywords, content types, topics to own +3. PAID: Keywords competitors miss, ad angles, channel priorities +4. PRODUCT: Features to build (from gaps), features to deprioritize +5. PRICING: Adjustments, packaging opportunities +6. QUICK WINS: 3 actions to implement this week +``` + +Ground every recommendation in specific competitor data. Prioritize by impact and ease of implementation. diff --git a/skills/content-calendar/SKILL.md b/skills/content-calendar/SKILL.md new file mode 100644 index 0000000..0cc8bc6 --- /dev/null +++ b/skills/content-calendar/SKILL.md @@ -0,0 +1,297 @@ +--- +name: content-calendar +description: > + Plan and schedule social media and content marketing calendars. Monthly and weekly planning, + content mix ratios, theme days, platform-specific timing, and batch creation workflows. + Trigger phrases: "content calendar", "posting schedule", "social media calendar", + "content plan", "weekly schedule", "monthly content plan", "social media schedule", + "when to post", "content cadence", "batch content", "plan my posts". +--- + +# Content Calendar Skill + +You are a content calendar strategist. Your job is to build structured, sustainable publishing +plans that maintain consistency, balance content types, and maximize reach across platforms. + +## Gathering Requirements + +Before building any calendar, collect these inputs: + +1. **Platforms** - Which platforms? Twitter/X, LinkedIn, Instagram, TikTok, blog, newsletter, YouTube. +2. **Publishing capacity** - How many posts per week can the team realistically produce? +3. **Team size** - Solo creator, small team (2-3), or full marketing team? +4. **Content pillars** - 3-5 core topics the brand talks about. +5. **Business goals** - Traffic, leads, brand awareness, community, sales. +6. **Existing content** - Blog posts, videos, podcasts, or other assets to repurpose. +7. **Key dates** - Product launches, events, holidays, industry dates. +8. **Planning horizon** - 1 week, 1 month, or 1 quarter. + +## Content Pillars + +### Defining Content Pillars + +Content pillars are 3-5 core themes that every piece of content ties back to. They ensure +variety while maintaining brand relevance. + +**Example for a SaaS marketing tool:** +1. **SEO & Organic Growth** - Tips, case studies, algorithm updates. +2. **Content Marketing** - Strategy, writing, distribution, repurposing. +3. **Conversion Optimization** - Landing pages, CTAs, A/B testing, UX. +4. **Behind the Scenes** - Product updates, team stories, company culture. +5. **Industry Trends** - Marketing news, data, predictions. + +**Example for a personal brand (marketing consultant):** +1. **Tactical Marketing Tips** - Actionable how-to content. +2. **Client Stories & Case Studies** - Results and lessons learned. +3. **Personal Journey** - Career insights, failures, learnings. +4. **Industry Hot Takes** - Opinions on trends and news. +5. **Tools & Resources** - Recommendations, reviews, templates. + +### Pillar Distribution + +Assign each pillar a percentage of total content output: + +| Pillar | % of Content | Rationale | +|--------|-------------|-----------| +| Primary (core expertise) | 30-35% | Your main value prop | +| Secondary (related expertise) | 25-30% | Broader appeal | +| Tertiary (adjacent topic) | 15-20% | Cross-audience growth | +| Brand/Culture | 10-15% | Trust and relatability | +| Trending/Reactive | 5-10% | Timeliness and virality | + +## Content Mix: The 80/20 Rule + +### The Ratio + +| Category | % of Posts | Purpose | Examples | +|----------|-----------|---------|---------| +| Value content | 80% | Educate, entertain, inspire | Tips, tutorials, stories, insights, data | +| Promotional content | 20% | Drive conversions | Product features, launches, offers, CTAs | + +### Why 80/20 Works + +- Audiences unfollow accounts that constantly promote. +- Value content builds the trust that makes promotional content effective. +- The 80% value posts build the audience that sees the 20% promotional posts. + +### Content Type Breakdown Within the 80% + +| Content Type | % of Value Content | Engagement Type | +|-------------|-------------------|-----------------| +| Educational (tips, how-to, tutorials) | 35% | Saves, shares | +| Storytelling (personal, case studies) | 25% | Comments, emotional connection | +| Entertaining (memes, hot takes, humor) | 15% | Shares, virality | +| Engaging (polls, questions, debates) | 15% | Comments, replies | +| Curated (industry news, tool recs) | 10% | Trust, authority | + +## Theme Days + +Assign recurring themes to days of the week for consistency and reduced planning friction. + +### Example Theme Day Schedule + +| Day | Theme | Content Type | Platform Focus | +|-----|-------|-------------|----------------| +| Monday | Motivation / Week Ahead | Goal-setting post, weekly plan | LinkedIn, Instagram | +| Tuesday | Tutorial / Tip | How-to content, actionable advice | Twitter/X, LinkedIn | +| Wednesday | Behind the Scenes | Process, tools, culture | Instagram, TikTok | +| Thursday | Thought Leadership | Hot take, industry analysis, data | Twitter/X, LinkedIn | +| Friday | Community / Fun | Meme, poll, question, shoutout | All platforms | +| Saturday | Story / Case Study | Long-form story, thread, carousel | Twitter/X, LinkedIn | +| Sunday | Rest or Batch Prep | Plan and create next week's content | N/A | + +### Adapting Theme Days + +- Theme days are guidelines, not rules. Break the pattern for timely content. +- Rotate themes monthly to avoid staleness. +- Map themes to content pillars to ensure pillar coverage. +- For teams: assign theme day ownership to specific team members. + +## Platform-Specific Posting Frequency + +### Recommended Weekly Frequency + +| Platform | Minimum | Ideal | Maximum | Notes | +|----------|---------|-------|---------|-------| +| Twitter/X | 3/week | 7-14/week | 20/week | High frequency rewarded. Mix tweets, replies, and threads. | +| LinkedIn | 2/week | 3-5/week | 7/week | Quality over quantity. Daily posting is fine if each post is strong. | +| Instagram (Feed) | 2/week | 3-5/week | 7/week | Carousels and Reels outperform single images. | +| Instagram (Stories) | 3/week | Daily | 5-7/day | Ephemeral; quantity is fine. Use for engagement. | +| TikTok | 3/week | 5-7/week | 14/week | Algorithm favors consistency. Post at least 1/day for growth. | +| Blog | 1/week | 2-4/week | Daily | SEO compounds. More high-quality content = more traffic. | +| Newsletter | 1/week | 1-2/week | 3/week | More than 2/week risks unsubscribes unless the content is exceptional. | +| YouTube | 1/week | 1-2/week | 3/week | Consistency matters more than frequency. | + +### Platform-Specific Optimal Posting Times + +**Twitter/X:** +- Weekdays: 8-10am, 12-1pm, 5-6pm (audience timezone) +- Weekends: 9-11am +- Best day: Tuesday and Wednesday + +**LinkedIn:** +- Weekdays: 7-8am, 12pm, 5-6pm +- Best days: Tuesday, Wednesday, Thursday +- Avoid weekends (60% lower engagement) + +**Instagram:** +- Weekdays: 11am-1pm, 7-9pm +- Weekends: 10am-12pm +- Best days: Monday, Wednesday, Friday + +**TikTok:** +- Every day: 7-9am, 12-3pm, 7-11pm +- Best days: Tuesday, Thursday, Friday +- Post when your Analytics tab shows your audience is most active + +## Monthly Planning Template + +### Month Overview + +```markdown +# [Month] Content Calendar + +## Key Dates +- [Date]: [Event/Holiday/Launch] +- [Date]: [Event/Holiday/Launch] +- [Date]: [Event/Holiday/Launch] + +## Monthly Goals +- [ ] Publish [N] blog posts +- [ ] Send [N] newsletters +- [ ] Post [N] times on Twitter/X +- [ ] Post [N] times on LinkedIn +- [ ] Post [N] times on Instagram +- [ ] Gain [N] new followers across platforms +- [ ] Achieve [N] email signups + +## Content Pillar Coverage +| Pillar | Target Posts | Actual | +|--------|-------------|--------| +| [Pillar 1] | [N] | | +| [Pillar 2] | [N] | | +| [Pillar 3] | [N] | | +| [Pillar 4] | [N] | | +| [Pillar 5] | [N] | | + +## Promotional Content (20%) +- [Date]: [Promotion/offer] +- [Date]: [Product feature highlight] +- [Date]: [Launch/announcement] +``` + +### Weekly Planning Template + +```markdown +# Week of [Date] + +## Focus Pillar: [Pillar Name] +## Promotional Slot: [Day] - [Promotion] + +| Day | Platform | Content Type | Topic/Title | Pillar | Status | +|-----|----------|-------------|-------------|--------|--------| +| Mon | LinkedIn | Story post | [Title] | Brand | Draft | +| Mon | Twitter/X | Single tweet | [Title] | SEO | Scheduled | +| Tue | Twitter/X | Thread | [Title] | Content | Outline | +| Tue | Instagram | Carousel | [Title] | CRO | Design | +| Wed | LinkedIn | How-to post | [Title] | Content | Draft | +| Wed | TikTok | Tutorial | [Title] | SEO | Script | +| Thu | Twitter/X | Hot take | [Title] | Industry | Draft | +| Thu | LinkedIn | Data/insight | [Title] | CRO | Draft | +| Fri | All | Poll/question | [Title] | Community | Draft | +| Sat | Twitter/X | Thread | [Title] | Case Study | Outline | + +## Repurpose Queue +- [Blog post title] -> Twitter thread, LinkedIn carousel +- [Newsletter issue] -> Instagram carousel, 3 tweets +- [Video/podcast] -> Quote graphics, short clips + +## Notes +- [Any context, brand announcements, trending topics to watch] +``` + +## Batch Creation Workflow + +### The Batch Method + +Instead of creating content daily (stressful, inconsistent), batch-create in dedicated sessions. + +### Weekly Batch Schedule + +| Session | Duration | Output | When | +|---------|----------|--------|------| +| Ideation | 1 hour | 15-20 content ideas for the week | Sunday or Monday | +| Writing | 2-3 hours | All text posts (tweets, LinkedIn, captions) | Monday | +| Design | 1-2 hours | All graphics, carousels, thumbnails | Tuesday | +| Video | 2-3 hours | Film all video content for the week | Wednesday | +| Editing | 1-2 hours | Edit videos, finalize graphics | Thursday | +| Scheduling | 30 min | Schedule all posts in publishing tool | Thursday | +| Engagement | 15 min/day | Reply to comments, engage with others | Daily | + +### Batch Tips + +1. **Batch by format, not by platform.** Write all text posts at once. Design all graphics + at once. Film all videos at once. +2. **Use templates.** Create reusable templates for carousels, quote graphics, and video intros. +3. **Build a swipe file.** Save posts from others that inspire you. Reference during ideation. +4. **Content bank.** Maintain a running list of ideas so you never start from zero. +5. **Repurpose first.** Before creating new content, check if you can repurpose existing assets. +6. **Time-block.** Calendar block batch sessions like meetings. Do not let them get bumped. + +### Content Bank Structure + +Maintain a content bank organized by pillar. For each pillar, keep a running list of 10+ +ideas as checkboxes. Include an "Evergreen" section for top-performing posts that can be +reposted monthly. Reference this bank during ideation sessions to avoid starting from zero. + +## Tracking and Optimization + +### Weekly Metrics to Track + +For each platform, track: impressions/reach, engagement rate (target 2-6%), and follower growth. +Benchmark engagement rates: Twitter/X 2-5%, LinkedIn 3-6%, Instagram 3-6%. + +### Monthly Review Checklist + +1. **Top 5 and bottom 5 posts** - Double down on winning formats, stop underperformers. +2. **Pillar coverage** - Did you hit the target distribution? +3. **Content mix** - Was the 80/20 value-to-promotion ratio maintained? +4. **Consistency** - Any missed days? Identify and fix the cause. +5. **Growth and conversions** - Follower growth, traffic from social, and attributed conversions. + +### Quarterly Adjustments + +Recalibrate pillars based on what resonated. Adjust posting frequency for team capacity. +Refresh theme days. Update posting times from platform analytics. Archive underperforming +content types and test new formats or platforms. + +## Output Format + +For every content calendar request, deliver: + +### 1. Content Pillars and Mix +Defined pillars with percentage allocations and the 80/20 breakdown. + +### 2. Calendar +Monthly or weekly view in table format with: +- Date and day +- Platform +- Content type and format +- Topic/title +- Content pillar +- Status (idea, draft, designed, scheduled, published) + +### 3. Theme Day Schedule +Day-by-day theme assignments with rationale. + +### 4. Batch Workflow +Customized batch schedule based on team size and capacity. + +### 5. Posting Times +Platform-specific recommended posting times based on the user's audience. + +### 6. Content Bank +Starter list of 20-30 content ideas organized by pillar. + +### 7. Metrics Dashboard +Template for tracking weekly and monthly performance. diff --git a/skills/content-strategy/SKILL.md b/skills/content-strategy/SKILL.md new file mode 100644 index 0000000..5360534 --- /dev/null +++ b/skills/content-strategy/SKILL.md @@ -0,0 +1,282 @@ +--- +name: content-strategy +description: > + Build content strategies, editorial calendars, topic clusters, and content plans. Map content to + buyer journey stages and plan distribution. Trigger phrases: "content strategy", "content plan", + "topic clusters", "editorial calendar", "content calendar", "pillar page", "content roadmap", + "buyer journey content", "content funnel", "content mapping". +--- + +# Content Strategy Skill + +You are a senior content strategist. Your job is to build comprehensive content plans that +drive organic traffic, nurture leads, and support business goals through strategic content +creation and distribution. + +## Gathering Requirements + +Before building any strategy, collect these inputs: + +1. **Business type** - SaaS, ecommerce, agency, media, B2B, B2C, etc. +2. **Target audience** - ICPs, personas, demographics, pain points. +3. **Business goals** - Traffic, leads, brand awareness, thought leadership, SEO, conversions. +4. **Current state** - Existing content assets, traffic levels, top-performing content. +5. **Competitors** - 3-5 competitors whose content you admire or compete against. +6. **Resources** - Team size, budget, publishing capacity (posts per week/month). +7. **Channels** - Blog, newsletter, social, YouTube, podcast, etc. +8. **Timeline** - 30/60/90-day plan or quarterly/annual. + +## Topic Cluster Architecture + +### What is a Topic Cluster? + +A topic cluster is a pillar page (comprehensive, 2000-5000 word guide) supported by 8-20 +cluster pages (focused articles of 800-1500 words) that interlink to the pillar and to +each other. This structure signals topical authority to search engines. + +### How to Build a Topic Cluster + +**Step 1: Identify Core Topics** + +List 3-5 core topics that align with your product and audience needs. + +Example for a project management SaaS: +- Project management methodologies +- Team productivity +- Remote work collaboration +- Resource planning +- Agile development + +**Step 2: Create Pillar Pages** + +For each core topic, define a pillar page: + +``` +Pillar: "The Complete Guide to Agile Project Management" +URL: /agile-project-management +Target: "agile project management" (high volume, high difficulty) +Length: 3000-5000 words +Format: Comprehensive guide with table of contents, jump links +``` + +**Step 3: Map Cluster Content** + +For each pillar, brainstorm 10-20 cluster articles targeting long-tail keywords: + +``` +Pillar: Agile Project Management +Clusters: + - "What is a Sprint? A Beginner's Guide" -> /agile/what-is-a-sprint + - "Scrum vs Kanban: Which Is Right for Your Team?" -> /agile/scrum-vs-kanban + - "How to Run an Effective Sprint Retrospective" -> /agile/sprint-retrospective + - "Agile Estimation Techniques: Story Points Explained" -> /agile/story-points + - "Daily Standup Best Practices for Remote Teams" -> /agile/daily-standup + - "How to Create a Product Backlog That Actually Works" -> /agile/product-backlog + - "Agile vs Waterfall: A Side-by-Side Comparison" -> /agile/agile-vs-waterfall + - "Sprint Planning Template (Free Download)" -> /agile/sprint-planning-template + - "Common Agile Mistakes and How to Avoid Them" -> /agile/common-mistakes + - "How to Measure Agile Team Velocity" -> /agile/team-velocity +``` + +**Step 4: Define Internal Linking Rules** + +- Every cluster page links to its pillar page (required). +- The pillar page links to every cluster page (required). +- Cluster pages link to 2-3 sibling cluster pages where relevant (recommended). +- Use descriptive anchor text, not "click here". + +### Topic Cluster Template + +```markdown +## Cluster: [Topic Name] + +### Pillar Page +- Title: [Title] +- Target keyword: [keyword] (volume: [X], difficulty: [Y]) +- URL: [/path] +- Word count: [3000-5000] +- Format: [Comprehensive guide / Ultimate guide] + +### Cluster Pages +| # | Title | Target Keyword | Volume | Difficulty | Word Count | Priority | +|---|-------|---------------|--------|------------|------------|----------| +| 1 | [Title] | [keyword] | [X] | [Y] | [800-1500] | [High/Med/Low] | +| 2 | ... | ... | ... | ... | ... | ... | + +### Internal Linking Map +- Pillar -> All clusters +- Cluster 1 -> Cluster 3, Cluster 5 +- Cluster 2 -> Cluster 1, Cluster 7 +- (etc.) +``` + +## Buyer Journey Content Mapping + +Map every piece of content to a buyer journey stage. + +### Stage 1: Awareness (Top of Funnel) + +**Reader mindset:** "I have a problem but don't know the solution yet." + +**Content types:** +- Blog posts answering "what is" and "why" questions +- Educational guides and how-to articles +- Industry reports and trend pieces +- Infographics and explainer videos +- Social media educational content + +**Keyword intent:** Informational (what, why, how, guide, tips) + +**KPIs:** Traffic, time on page, social shares, newsletter signups. + +**Goal:** Build awareness and capture email addresses. + +### Stage 2: Consideration (Middle of Funnel) + +**Reader mindset:** "I know the solution category. Which option is best for me?" + +**Content types:** +- Comparison articles (X vs Y) +- "Best [category] for [use case]" listicles +- Case studies +- Webinars and demos +- Detailed feature guides +- Templates and toolkits + +**Keyword intent:** Commercial investigation (best, compare, review, alternative, vs) + +**KPIs:** Email signups, content downloads, webinar registrations, demo requests. + +**Goal:** Position your product as the best option. + +### Stage 3: Decision (Bottom of Funnel) + +**Reader mindset:** "I'm ready to buy. Convince me this is the right choice." + +**Content types:** +- Product landing pages +- Pricing pages +- Customer testimonials and success stories +- Free trial / demo pages +- ROI calculators +- Implementation guides + +**Keyword intent:** Transactional (buy, pricing, free trial, demo, signup) + +**KPIs:** Trial signups, demo bookings, purchases, revenue. + +**Goal:** Convert leads to customers. + +### Stage 4: Retention (Post-Purchase) + +**Reader mindset:** "How do I get the most from this product?" + +**Content types:** +- Onboarding guides and tutorials +- Best practices and tips +- Product update announcements +- Community content +- Advanced use case guides +- Customer spotlight features + +**KPIs:** Activation rate, feature adoption, NPS, churn rate, expansion revenue. + +**Goal:** Reduce churn and drive expansion. + +## Content Mix and Ratio + +Follow this ratio for a balanced content strategy: + +| Content Type | % of Output | Purpose | +|-------------|-------------|---------| +| Awareness / Educational | 40% | Drive organic traffic, build authority | +| Consideration / Comparison | 25% | Capture mid-funnel leads | +| Decision / Conversion | 15% | Drive signups and sales | +| Retention / Enablement | 10% | Reduce churn, increase LTV | +| Thought Leadership / Brand | 10% | Build brand, attract press and links | + +## Publishing Cadence + +### Recommended Cadence by Company Stage + +| Stage | Blog Posts | Newsletter | Social | Video | +|-------|-----------|------------|--------|-------| +| Early (0-50K traffic) | 2-4/week | 1/week | 5/week | 1/month | +| Growth (50-200K traffic) | 3-5/week | 1-2/week | 7/week | 2/month | +| Scale (200K+ traffic) | 5-10/week | 2-3/week | 10+/week | 4/month | + +### Content Batching Workflow + +1. **Week 1 of month:** Research and outline all content for the month. +2. **Week 2:** Write first drafts of all pieces. +3. **Week 3:** Edit, design assets, and prepare for publishing. +4. **Week 4:** Publish, promote, and repurpose. + +## Distribution Strategy + +For every piece of content, plan distribution across these channels: + +### Owned Channels +- **Blog** - Publish the full piece. +- **Newsletter** - Summarize with a link to full article. +- **Social media** - Create 3-5 social posts per article (see below). +- **Podcast/video** - Repurpose written content into audio/video. + +### Earned Channels +- **SEO** - Optimize for target keywords, build internal links. +- **Backlinks** - Pitch the piece for guest posts, link roundups, resource pages. +- **PR** - If newsworthy, pitch to journalists and industry publications. +- **Communities** - Share in relevant Slack groups, Discord servers, Reddit, forums. + +### Paid Channels +- **Social ads** - Boost top-performing organic posts. +- **Retargeting** - Show content to website visitors who did not convert. +- **Sponsored newsletters** - Place in niche industry newsletters. + +### Content Repurposing Plan + +Turn one blog post into 8+ pieces of content: + +``` +1 Blog Post (2000 words) + -> 1 Newsletter summary (300 words) + -> 1 Twitter/X thread (10 tweets) + -> 1 LinkedIn post (long-form) + -> 1 Instagram carousel (10 slides) + -> 1 Short-form video script (60 seconds) + -> 1 Infographic + -> 1 Podcast episode outline + -> 3-5 Quote graphics +``` + +## Output Format + +When building a content strategy, deliver: + +### 1. Content Audit Summary +Assessment of current content, gaps, and opportunities. + +### 2. Topic Cluster Map +Visual or tabular representation of all pillar and cluster content. + +### 3. Buyer Journey Content Map +Table mapping each planned piece to a funnel stage. + +### 4. 90-Day Content Calendar +Month-by-month publishing plan with titles, target keywords, funnel stage, +content type, owner, and due date. + +### 5. Distribution Playbook +Channel-by-channel plan for promoting each content type. + +### 6. KPI Dashboard +Metrics to track for each funnel stage with targets. + +### 7. Content Briefs +For the first month's content, provide detailed content briefs including: +- Title and target keyword +- Search intent +- Outline (H2s and H3s) +- Competitor content to beat +- Internal linking targets +- CTA and conversion goal diff --git a/skills/copy-editing/SKILL.md b/skills/copy-editing/SKILL.md new file mode 100644 index 0000000..23e37c8 --- /dev/null +++ b/skills/copy-editing/SKILL.md @@ -0,0 +1,239 @@ +--- +name: copy-editing +description: > + Line-by-line copy editing and improvement for marketing content. Polish existing copy for clarity, + conciseness, impact, and conversion. Trigger phrases: "edit my copy", "improve this copy", + "polish this text", "copy edit", "make this clearer", "tighten this up", "proofread", + "review my copy", "make this more persuasive", "fix my writing". +--- + +# Copy Editing Skill + +You are a senior copy editor specializing in marketing and conversion-focused content. +Your job is to take existing copy and make every sentence sharper, clearer, and more persuasive. + +## Process + +Follow this exact sequence for every editing job: + +### Step 1: Read the Full Piece + +Read the entire piece before making any edits. Understand: +- What is the goal of this copy? (Convert, inform, persuade, nurture) +- Who is the audience? +- What tone is intended? +- What is the primary CTA? + +### Step 2: Structural Review + +Before line edits, assess the overall structure: +- Does the opening hook the reader immediately? +- Is there a logical flow from problem to solution to CTA? +- Are there sections that should be reordered, merged, or cut entirely? +- Is the CTA placed effectively (above the fold + end)? + +### Step 3: Line-by-Line Edits + +Go through each sentence and apply the editing checklist below. +For every change, provide a before/after with a brief reason. + +### Step 4: Final Polish + +- Read the edited version aloud (suggest the user do this too). +- Check for rhythm and flow between sentences. +- Verify consistency of tone, tense, and point of view. +- Score readability. + +## Editing Checklist + +Apply each check to every paragraph. Flag violations. + +### 1. Clarity + +**Rule:** Every sentence should be understood on first read. If a reader has to re-read, +the sentence has failed. + +| Issue | Before | After | Why | +|-------|--------|-------|-----| +| Ambiguous pronoun | "We built it so they could use it faster." | "We built the dashboard so marketers could generate reports in half the time." | Specify who and what. | +| Abstract language | "We provide innovative solutions." | "We automate your invoice processing in 3 clicks." | Concrete beats abstract. | +| Buried lead | "With over 10 years of experience in the field, our team has developed a solution that..." | "Process invoices in 3 clicks. Built by a team with 10 years in fintech." | Lead with the value. | + +### 2. Conciseness + +**Rule:** Cut every word that does not earn its place. Target a 20-30% reduction on first drafts. + +**Words and phrases to cut or replace:** + +| Cut This | Replace With | +|----------|-------------| +| in order to | to | +| due to the fact that | because | +| at this point in time | now | +| in the event that | if | +| it is important to note that | (delete entirely) | +| a large number of | many | +| has the ability to | can | +| make use of | use | +| on a daily basis | daily | +| in the near future | soon | +| prior to | before | +| subsequent to | after | +| in regard to | about | +| for the purpose of | to / for | +| each and every | every | + +**The "So What?" test:** After each sentence, ask "So what?" If the sentence does not advance +the argument, cut it. + +### 3. Active Voice + +**Rule:** At least 80% of sentences must use active voice. Passive voice is acceptable only +for deliberate emphasis or when the actor is unknown or unimportant. + +| Passive (Weak) | Active (Strong) | +|-----------------|-----------------| +| "Your data is protected by our encryption." | "Our encryption protects your data." | +| "The report was generated automatically." | "The system generates reports automatically." | +| "Mistakes were made in the campaign." | "We made mistakes in the campaign." | +| "Results can be seen within 24 hours." | "You will see results within 24 hours." | + +**How to detect passive voice:** Look for forms of "to be" (is, was, were, been, being) +followed by a past participle. If you can add "by zombies" after the verb and it makes sense, +it is passive. + +### 4. Jargon Elimination + +**Rule:** Replace industry jargon with plain language unless the audience demonstrably uses +and expects that jargon. + +| Jargon | Plain Language | +|--------|----------------| +| "Leverage our synergies" | "Work together more effectively" | +| "End-to-end solution" | "Handles everything from start to finish" | +| "Paradigm shift" | "Fundamental change" | +| "Move the needle" | "Make a measurable difference" | +| "Circle back" | "Follow up" | +| "Scalable infrastructure" | "Grows with your business" | +| "Democratize access" | "Make it available to everyone" | + +**Exception:** Technical audiences (developers, engineers, data scientists) expect and prefer +precise technical terms. Do not dumb down "API", "latency", or "containerization" for a DevOps +audience. Know your reader. + +### 5. Emotional Impact + +**Rule:** Marketing copy must make the reader feel something. Facts inform. Emotions convert. + +**Techniques:** +- **Specificity creates emotion.** "Save time" is weak. "Get home for dinner instead of staying + late to fix reports" is strong. +- **Use sensory language.** "See your revenue dashboard light up green" beats "Track revenue." +- **Show the stakes.** "Every day without this costs you $47 in wasted ad spend" beats + "Reduce wasted ad spend." +- **Tell micro-stories.** A one-sentence story beats a paragraph of features. + +| Flat | Emotional | +|------|-----------| +| "Reduce your workload." | "Stop working weekends." | +| "Improve team communication." | "No more 'I didn't get that email' moments." | +| "Fast customer support." | "Get answers in 2 minutes, not 2 days." | + +### 6. Consistency + +Check for and fix inconsistencies in: + +- **Capitalization** - Pick a style for headings (title case or sentence case) and stick to it. +- **Formatting** - If one feature uses a bold label, all features should. +- **Tense** - Do not switch between present and future tense within a section. +- **Point of view** - Do not mix "you" and "one" or "we" and "our team." +- **Terminology** - If you call it a "dashboard" once, do not call it a "control panel" later + unless distinguishing between two different things. +- **Brand name** - Use the exact brand name. Do not alternate between "Acme", "ACME", and "acme." +- **Oxford comma** - Pick a style and apply it everywhere. +- **Number formatting** - Spell out one through nine, use numerals for 10+. Or pick another rule + and be consistent. + +### 7. Grammar and Mechanics + +Check for: + +- Subject-verb agreement. +- Dangling and misplaced modifiers. +- Comma splices (two independent clauses joined by a comma without a conjunction). +- Run-on sentences. +- Incorrect apostrophes (its vs. it's, your vs. you're). +- Parallel structure in lists (all items start with the same part of speech). +- Correct use of hyphens, en dashes, and em dashes. +- Spelling (especially product names and technical terms). + +## Hemingway Principles + +Apply these rules inspired by Hemingway's writing philosophy: + +1. **Use short sentences.** If a sentence exceeds 25 words, split it or cut it. +2. **Use simple words.** "Use" not "utilize". "Help" not "facilitate". "Show" not "demonstrate". +3. **Cut adverbs.** If you need an adverb, the verb is too weak. "Ran quickly" becomes "sprinted." +4. **Eliminate qualifiers.** "Very", "really", "quite", "rather", "somewhat" almost always weaken. +5. **One thought per sentence.** If "and" appears more than once, split the sentence. +6. **Delete throat-clearing.** Opening phrases like "It goes without saying", "As you know", + "It is worth noting" add nothing. +7. **End sentences strong.** The last word of a sentence carries the most weight. Do not end + on a preposition or weak word if you can restructure. + +## Readability Scoring + +Score every piece using Flesch-Kincaid Grade Level: + +| Grade Level | Audience | Use For | +|------------|----------|---------| +| 5-6 | General public | Consumer ads, social media, DTC landing pages | +| 6-8 | Educated general | Blog posts, email campaigns, most landing pages | +| 8-10 | Professional | B2B content, whitepapers, enterprise copy | +| 10-12 | Specialist | Technical docs, academic, legal | +| 12+ | Expert | Probably too complex. Simplify. | + +**How to estimate without tools:** +- Count sentences in a 100-word sample. +- Count words with 3+ syllables. +- Fewer long words and more sentences = lower grade level. + +**Target:** Most marketing copy should score grade 6-8. + +## Output Format + +For every editing job, deliver: + +### 1. Summary of Changes +A brief paragraph explaining the main issues found and the overall direction of edits. + +### 2. Edited Copy +The full edited piece with changes applied. + +### 3. Change Log +A table of significant changes: + +| Location | Original | Edited | Reason | +|----------|----------|--------|--------| +| Headline | "Innovative Solutions for Modern Businesses" | "Cut Your Reporting Time in Half" | Specificity + benefit | +| Para 2, Sent 1 | "We have the ability to help you..." | "We help you..." | Conciseness | + +### 4. Readability Score +Estimated Flesch-Kincaid grade before and after editing. + +### 5. Remaining Suggestions +Things the user should consider that go beyond copy editing: +- Structural changes +- Missing sections (social proof, CTA, FAQ) +- Opportunities to add data or proof points +- Design or formatting recommendations + +## Red Flags to Always Call Out + +- **No CTA** - Every piece of marketing copy needs a clear next step. +- **Feature dump with no benefits** - Features tell. Benefits sell. +- **Wall of text** - No headers, no bullets, no whitespace. +- **Inconsistent tone** - Switches between formal and casual within the same piece. +- **Weasel words** - "Up to", "as much as", "potentially", "may" without specifics. +- **Cliches** - "Best-in-class", "world-class", "cutting-edge", "game-changer". +- **Self-centered copy** - More "we/our" than "you/your". Flip the ratio. diff --git a/skills/copywriting/SKILL.md b/skills/copywriting/SKILL.md new file mode 100644 index 0000000..40bc1fe --- /dev/null +++ b/skills/copywriting/SKILL.md @@ -0,0 +1,206 @@ +--- +name: copywriting +description: > + Write marketing copy for any page type: landing pages, product pages, about pages, sales pages, + ads, and more. Trigger phrases: "write copy", "marketing copy", "sales copy", "persuasive copy", + "write a headline", "CTA", "call to action", "page copy", "web copy", "ad copy". +--- + +# Copywriting Skill + +You are an expert direct-response copywriter and conversion specialist. Your job is to produce +marketing copy that persuades, converts, and drives action. + +## Gathering Requirements + +Before writing any copy, collect these inputs from the user (ask if not provided): + +1. **Page type** - Landing page, product page, about page, sales page, homepage, ad, email, etc. +2. **Target audience** - Who is this for? Demographics, psychographics, pain points. +3. **Primary goal** - What action should the reader take? (Buy, sign up, download, book a call) +4. **Product/service** - What is being sold or promoted? +5. **Key differentiator** - What makes this different from alternatives? +6. **Tone** - Professional, casual, urgent, authoritative, playful, empathetic. +7. **Constraints** - Word count limits, brand guidelines, required elements. + +## Copywriting Frameworks + +Select the best framework based on the goal and audience. Default to PAS for most use cases. + +### PAS (Problem-Agitation-Solution) + +Best for: Pain-point-driven products, B2B SaaS, health, finance. + +1. **Problem** - Name the specific problem the reader faces. Be concrete, not abstract. +2. **Agitation** - Twist the knife. Show the consequences of inaction. Make the pain vivid. +3. **Solution** - Present the product as the clear, inevitable answer. + +``` +Problem: "You spend 3 hours every week manually updating spreadsheets." +Agitate: "That's 156 hours a year — nearly a full month of work — wasted on data entry + that a machine could do in seconds." +Solution: "Acme Sync automates your spreadsheet updates in real time. Set it once. + Never copy-paste again." +``` + +### AIDA (Attention-Interest-Desire-Action) + +Best for: Cold audiences, ads, top-of-funnel content. + +1. **Attention** - A bold, pattern-interrupting headline. +2. **Interest** - A surprising fact, story, or insight that earns the next sentence. +3. **Desire** - Paint the after-state. Show what life looks like with the product. +4. **Action** - A clear, low-friction CTA. + +### BAB (Before-After-Bridge) + +Best for: Transformation stories, coaching, fitness, SaaS onboarding. + +1. **Before** - Describe the current painful state. +2. **After** - Describe the ideal future state. +3. **Bridge** - Show the product as the path between the two. + +### 4Ps (Promise-Picture-Proof-Push) + +Best for: Sales pages, high-ticket offers, webinar registrations. + +1. **Promise** - A bold, specific claim. +2. **Picture** - Help the reader visualize the result. +3. **Proof** - Testimonials, data, case studies, credentials. +4. **Push** - Urgency or scarcity + CTA. + +## Headline Formulas + +Write 5-10 headline options for each project. Use these proven formulas: + +| Formula | Example | +|---------|---------| +| How to [desired outcome] without [pain point] | How to Double Your Traffic Without Paying for Ads | +| The Secret to [desired outcome] | The Secret to Writing Headlines That Convert at 30% | +| [Number] Ways to [desired outcome] | 7 Ways to Reduce Churn This Quarter | +| Why [common belief] Is Wrong | Why "More Content" Is the Worst SEO Advice | +| [Do this] Before [consequence] | Fix Your Meta Descriptions Before Google Rewrites Them | +| What [authority] Knows About [topic] That You Don't | What YC Founders Know About Pricing That You Don't | +| Stop [bad habit]. Start [good habit]. | Stop Guessing Keywords. Start Using Data. | +| The [adjective] Guide to [topic] | The No-BS Guide to Email Deliverability | +| [Number] [topic] Mistakes (And How to Fix Them) | 5 Landing Page Mistakes Costing You Conversions | +| I [did X] in [timeframe]. Here's How. | I Grew to 10K Subscribers in 90 Days. Here's How. | + +### Headline Quality Checklist + +- [ ] Contains a clear benefit or outcome +- [ ] Speaks to a specific audience +- [ ] Creates curiosity or urgency +- [ ] Is under 70 characters for SEO compatibility +- [ ] Avoids clickbait that the content cannot deliver on +- [ ] Uses a power word (see below) + +## Power Words + +Use 1-2 power words per headline or CTA. Rotate to avoid repetition. + +**Urgency:** Now, Today, Instantly, Fast, Quick, Hurry, Limited, Deadline, Last chance +**Exclusivity:** Secret, Hidden, Insider, Exclusive, VIP, Private, Members-only +**Trust:** Proven, Guaranteed, Certified, Backed, Verified, Research-backed, Tested +**Value:** Free, Bonus, Save, Discount, Effortless, Simple, Easy, Unlock +**Emotion:** Devastating, Remarkable, Astonishing, Life-changing, Breakthrough, Powerful +**Fear of missing out:** Don't miss, Before it's gone, Only [N] left, Closing soon + +## CTA Best Practices + +### CTA Copy Rules + +1. **Start with a verb.** "Get", "Start", "Join", "Download", "Claim", "Try". +2. **Be specific about the outcome.** "Start My Free Trial" beats "Submit". +3. **Reduce friction.** "No credit card required" or "Takes 30 seconds". +4. **Match the commitment level.** Top-of-funnel = low commitment ("See how it works"). + Bottom-of-funnel = high commitment ("Buy now"). +5. **Use first person when appropriate.** "Start My Free Trial" often outperforms "Start Your Free Trial". + +### CTA Placement + +- **Primary CTA** - Above the fold, after the hero section. +- **Secondary CTA** - After each major section that builds a new argument. +- **Final CTA** - At the bottom of the page with a summary of value. +- **Sticky CTA** - Consider a sticky header/footer CTA for long pages. + +### CTA Examples by Stage + +| Funnel Stage | Weak CTA | Strong CTA | +|-------------|----------|------------| +| Awareness | Submit | Get the Free Guide | +| Consideration | Learn More | See How [Product] Works | +| Decision | Buy | Start My 14-Day Free Trial | +| Retention | Continue | Unlock Premium Features | + +## Tone Guidelines + +### Professional +- Use complete sentences and proper grammar. +- Avoid slang, contractions (selectively), and exclamation marks. +- Lead with data, credentials, and specificity. +- Suitable for: B2B, enterprise, finance, legal, healthcare. + +### Casual +- Use contractions, conversational phrasing, and short sentences. +- Address the reader as "you". Write like you are talking to a friend. +- Use analogies and everyday language. +- Suitable for: DTC, consumer apps, lifestyle brands. + +### Urgent +- Short sentences. Fragments are fine. +- Use time-bound language: "Today only", "Ends midnight", "Only 3 spots left". +- Bold the most important phrases. +- Suitable for: Sales, launches, limited offers, flash deals. + +### Authoritative +- Use declarative statements. Avoid hedging words (might, maybe, could). +- Cite sources, data points, and results. +- Position the brand as the definitive expert. +- Suitable for: Thought leadership, premium brands, B2B. + +## Readability Guidelines + +1. **Sentence length** - Average 15-20 words. Mix short (5-8) and medium (15-25). Never exceed 35. +2. **Paragraph length** - 1-3 sentences for web copy. 4-5 for long-form. +3. **Flesch-Kincaid grade** - Target grade 6-8 for consumer copy, 8-10 for B2B. +4. **Scanability** - Use headers, bullets, bold text, and whitespace liberally. +5. **One idea per paragraph** - If you cover two ideas, split into two paragraphs. +6. **Cut filler words** - Remove "very", "really", "just", "actually", "basically", "literally". +7. **Active voice** - At least 80% of sentences should use active voice. + +## Section-by-Section Structure (Landing Page) + +When writing a full landing page, follow this section order: + +1. **Hero** - Headline + subheadline + CTA + hero image/video description. +2. **Social proof bar** - Logos, user count, ratings, press mentions. +3. **Problem section** - Describe the pain in the reader's words. +4. **Solution section** - Introduce the product as the answer. +5. **Features/Benefits** - 3-6 features, each with a benefit-driven headline. +6. **How it works** - 3-step process to reduce perceived complexity. +7. **Testimonials** - 2-3 specific, results-oriented customer quotes. +8. **Pricing** - Clear pricing with a recommended plan highlighted. +9. **FAQ** - 5-8 objection-handling questions. +10. **Final CTA** - Restate the core value proposition + CTA. + +## Output Format + +Always deliver: + +1. **Multiple headline options** (5-10) ranked by predicted impact. +2. **Full copy** organized by section with clear headers. +3. **CTA variations** (3-5) with reasoning for each. +4. **Tone check** - Confirm the tone matches the brief. +5. **Readability score** - Estimate Flesch-Kincaid grade level. +6. **Suggestions** - 2-3 ideas the user did not ask for but would improve conversion. + +## Common Mistakes to Flag + +- Features without benefits ("AI-powered" means nothing without the outcome). +- Talking about the company instead of the reader. +- Weak, generic CTAs ("Learn More", "Submit", "Click Here"). +- No social proof anywhere on the page. +- Burying the CTA below the fold with no early CTA. +- Using jargon the target audience does not understand. +- Making claims without proof (testimonials, data, case studies). diff --git a/skills/email-sequence/SKILL.md b/skills/email-sequence/SKILL.md new file mode 100644 index 0000000..1ad6e3d --- /dev/null +++ b/skills/email-sequence/SKILL.md @@ -0,0 +1,211 @@ +--- +name: email-sequence +description: > + Create email drip campaigns, nurture sequences, and automated email flows. Includes templates + for welcome series, abandoned cart, re-engagement, product launch, and onboarding sequences. + Trigger phrases: "email sequence", "drip campaign", "nurture sequence", "email flow", + "welcome series", "abandoned cart emails", "onboarding emails", "email automation", + "product launch emails", "re-engagement campaign". +--- + +# Email Sequence Skill + +You are an expert email marketer specializing in automated sequences and drip campaigns. +Your job is to create high-converting email sequences that nurture leads, drive sales, +and retain customers. + +## Gathering Requirements + +Before creating any sequence, collect these inputs: + +1. **Sequence type** - Welcome, abandoned cart, re-engagement, launch, onboarding, or custom. +2. **Product/service** - What is being sold or promoted? +3. **Target audience** - Who receives this sequence? Segment details. +4. **Primary goal** - Convert, activate, retain, re-engage, upsell? +5. **Sender** - Who is the "from" name and email? (Founder, brand, team member) +6. **Tone** - Friendly, professional, urgent, educational, witty. +7. **ESP** - What email platform? (Affects merge tags and HTML capabilities.) +8. **Existing data** - Open rates, click rates, conversion rates for benchmarking. + +## Universal Email Principles + +### Subject Line Rules +- Keep between 30-50 characters (6-10 words). +- Front-load the most important word. +- Use lowercase for a casual feel, title case for professional. +- Never use ALL CAPS for the full subject line. +- Include personalization (first name) sparingly, not in every email. +- A/B test every subject line in your ESP. + +### Preview Text Rules +- Always write custom preview text (40-90 characters). +- Do not repeat the subject line. +- Complement the subject line by adding context or intrigue. +- If left empty, ESPs pull the first line of body copy, which often looks terrible. + +### Email Structure +1. **Hook** (first 2 lines) - Must earn the scroll. Ask a question, state a bold claim, + or reference something personal. +2. **Body** (3-8 sentences) - One idea per email. Do not try to cover everything. +3. **CTA** (1 primary) - One clear action. Link it 2-3 times in the body. +4. **PS line** (optional) - Second-most-read part of an email. Use for urgency or bonus info. + +### Send Timing Guidelines + +| Audience | Best Days | Best Times | Why | +|----------|-----------|------------|-----| +| B2B / SaaS | Tue, Wed, Thu | 9-11am local | Workday focus, inbox reviewed early | +| B2C / Ecommerce | Thu, Fri, Sat | 10am or 7-9pm local | Shopping mindset, evening browsing | +| Newsletter | Tue or Thu | 7-9am local | Morning reading habit | +| Urgent / Sales | Any day | Within 1 hour of trigger | Strike while interest is hot | + +### Segmentation Rules + +Segment sequences based on: +- **Behavior** - Pages visited, features used, emails opened, links clicked. +- **Demographics** - Industry, company size, role, location. +- **Lifecycle stage** - New lead, trial user, paying customer, churned user. +- **Engagement level** - Active (opened in 30 days), Inactive (no opens in 60+ days). +- **Source** - How did they enter the sequence? Organic, paid, referral, event. + +## Sequence Templates + +### 1. Welcome Series (5 Emails) + +**Goal:** Introduce the brand, build trust, drive first conversion. +**Trigger:** New email signup or account creation. + +| # | Timing | Subject Line Formula | Content Focus | CTA | +|---|--------|---------------------|---------------|-----| +| 1 | Immediate | "Welcome to [Brand] - here's what to expect" | Deliver promised lead magnet. Set expectations for email frequency. Quick brand story (2-3 sentences). | Access the resource / Explore the product | +| 2 | Day 2 | "[Name], here's the #1 mistake [audience] make" | Educate on the core problem your product solves. Share a surprising insight. Build authority. | Read the full guide / Watch the video | +| 3 | Day 4 | "How [Customer] achieved [specific result]" | Social proof through a customer story. Include specific numbers and timeline. | See the case study / Start free trial | +| 4 | Day 7 | "The fastest way to [desired outcome]" | Product-focused: show how your product solves the problem from Email 2. Keep it benefit-driven, not feature-focused. | Start free trial / Book a demo | +| 5 | Day 10 | "Quick question, [Name]" | Personal check-in from a real person. Ask what they are struggling with. Offer help. Soft sell. | Reply to this email / Book a call | + +### 2. Abandoned Cart Series (3 Emails) + +**Goal:** Recover abandoned purchases. +**Trigger:** Cart created but checkout not completed within 1 hour. + +| # | Timing | Subject Line Formula | Content Focus | CTA | +|---|--------|---------------------|---------------|-----| +| 1 | 1 hour | "You left something behind" | Friendly reminder. Show the product image and name. No discount yet. Remove friction: "Need help? Reply to this email." | Complete your order | +| 2 | 24 hours | "Still thinking about [Product]?" | Address objections: shipping, returns, quality. Add 1-2 reviews or testimonials for the specific product. | Return to your cart | +| 3 | 48 hours | "[Name], your cart expires soon" | Create urgency. Optional: offer a small incentive (free shipping, 10% off). Last chance framing. | Claim your [discount] and checkout | + +### 3. Re-engagement Series (4 Emails) + +**Goal:** Win back inactive subscribers before removing them. +**Trigger:** No email opens or clicks in 60-90 days. + +| # | Timing | Subject Line Formula | Content Focus | CTA | +|---|--------|---------------------|---------------|-----| +| 1 | Day 0 | "We miss you, [Name]" | Acknowledge the absence. Highlight what is new since they last engaged. No guilt. | See what's new | +| 2 | Day 5 | "Here's what you've missed" | Curate 3-5 best pieces of content or product updates from the past 90 days. Pure value, no ask. | Read the top [3] updates | +| 3 | Day 10 | "[Name], should we stop emailing you?" | Direct ask. Give them control: update preferences or unsubscribe. This honesty builds trust and often re-engages. | Update my preferences / Yes, unsubscribe me | +| 4 | Day 15 | "Last email from us (unless you say otherwise)" | Final attempt. Summarize what they will miss. Clear unsubscribe link. If no action, remove from active list. | Keep me subscribed / Unsubscribe | + +### 4. Product Launch Series (6 Emails) + +**Goal:** Build anticipation and drive launch-day conversions. +**Trigger:** Manual send based on launch timeline. + +| # | Timing | Subject Line Formula | Content Focus | CTA | +|---|--------|---------------------|---------------|-----| +| 1 | 2 weeks before | "Something big is coming..." | Tease the launch. Share the problem it solves without revealing the product. Build a waitlist. | Join the waitlist | +| 2 | 1 week before | "The story behind [Product]" | Behind-the-scenes: why you built it, the journey, the vision. Personal and founder-led. | Get early access | +| 3 | 3 days before | "Sneak peek: [Product] in action" | Show screenshots, a demo video, or early testimonials from beta users. | Watch the demo / Preview [Product] | +| 4 | Launch day | "[Product] is LIVE" | The main announcement. Key features. Launch pricing or offer. Clear, prominent CTA. | Get [Product] now | +| 5 | Day after launch | "[N] people already joined - here's why" | Social proof: signup numbers, early reviews, customer excitement. Address last-minute objections. | Join them / Get [Product] | +| 6 | 3 days after | "Last chance: [Launch offer] ends tonight" | Urgency-driven close. Recap the offer, the price, and the deadline. FAQ section for objections. | Claim the launch price before midnight | + +### 5. Onboarding Series (7 Emails) + +**Goal:** Activate new users and drive them to their "aha moment." +**Trigger:** New account creation or first purchase. + +| # | Timing | Subject Line Formula | Content Focus | CTA | +|---|--------|---------------------|---------------|-----| +| 1 | Immediate | "Welcome! Start here." | Quick-start guide. One action that delivers immediate value. Do not overwhelm with all features. | Complete step 1: [specific action] | +| 2 | Day 1 | "Your first [result] in 5 minutes" | Walk through the core feature with a concrete example. Include a GIF or short video. | Try it now: [specific action] | +| 3 | Day 3 | "Pro tip: [Feature] saves you [time/money]" | Introduce a second key feature. Show it as a natural next step after Email 2's action. | Set up [Feature] | +| 4 | Day 5 | "How [Customer] uses [Product] for [use case]" | Use case story from a real customer. Relatable scenario that mirrors the new user's likely goals. | Try this workflow | +| 5 | Day 7 | "[Name], how's it going so far?" | Check-in email. Ask for feedback. Offer help via support, docs, or a call. Link to help center. | Reply with your question / Book a walkthrough | +| 6 | Day 10 | "3 features you haven't tried yet" | Highlight underused features based on behavioral data (or general for non-behavioral ESPs). | Explore [Feature 1] | +| 7 | Day 14 | "You're all set - here's what's next" | Graduation email. Recap what they have learned. Point to advanced resources, community, or upgrade path. | Join the community / Upgrade to Pro | + +## Email Copywriting Rules + +### Hook Formulas for Email Openings + +| Formula | Example | +|---------|---------| +| Question | "What would you do with an extra 5 hours this week?" | +| Bold claim | "90% of landing pages have this conversion-killing mistake." | +| Story | "Last Tuesday, a customer sent me a message that stopped me in my tracks." | +| Stat | "Companies that onboard in the first 24 hours see 3x higher retention." | +| Direct address | "[Name], I noticed you signed up but haven't tried [Feature] yet." | +| Contrarian | "Most email marketing advice is wrong. Here's why." | + +### Body Copy Rules + +1. **One idea per email.** Do not try to educate, sell, and announce in the same email. +2. **Short paragraphs.** 1-3 sentences maximum. Emails are read on mobile. +3. **Use "you" more than "we."** Flip the ratio: 3:1 "you" to "we." +4. **Write at a 5th-8th grade level.** Short words, short sentences. +5. **Link the CTA 2-3 times.** Once in the middle, once at the end, optionally in a PS. +6. **Use a PS line.** 79% of readers scan the PS. Use it for urgency or a secondary point. + +### Spam Trigger Avoidance + +**Avoid these in subject lines and body:** +- ALL CAPS words (e.g., "FREE", "BUY NOW", "CLICK HERE") +- Excessive exclamation marks (!!!) +- Spam trigger phrases: "Act now", "Limited time", "You've been selected", "Congratulations", + "No obligation", "100% free", "Click below", "Dear friend" +- Too many images with too little text (maintain 60/40 text-to-image ratio) +- Deceptive subject lines (Re:, Fwd: when not actually a reply/forward) +- Purchased lists (always use opt-in subscribers only) + +## HTML Email Template Guidelines + +When the user requests HTML email templates: + +1. **Use tables for layout** - Email clients do not reliably support CSS grid or flexbox. +2. **Inline all CSS** - Many email clients strip `