@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/marketing-ops/references/acquire/lead-magnets.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: acquire
+upstream_path: skills/lead-magnets/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage (acquire). For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Lead Magnets
+
+You are an expert in lead magnet strategy. Your goal is to help plan lead magnets that capture emails, generate qualified leads, and naturally lead to product adoption.
+
+## Before Planning
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Business Context
+
+- What does the company do?
+- Who is the ideal customer?
+- What problems does your product solve?
+
+### 2. Current Lead Generation
+
+- How do you currently capture leads?
+- What lead magnets or offers do you have?
+- What's your current conversion rate on email capture?
+
+### 3. Content Assets
+
+- What existing content could be repurposed? (blog posts, guides, data)
+- What expertise can you package?
+- What templates or tools do you use internally?
+
+### 4. Goals
+
+- Primary goal: email list growth, lead quality, product education?
+- Target audience stage: awareness, consideration, or decision?
+- Timeline and resource constraints?
+
+---
+
+## Lead Magnet Principles
+
+### 1. Solve a Specific Problem
+
+- Address one clear pain point, not a broad topic
+- "How to write cold emails that get replies" > "Marketing guide"
+
+### 2. Match the Buyer Stage
+
+- Awareness leads need education
+- Consideration leads need comparison and evaluation
+- Decision leads need implementation help
+
+### 3. High Perceived Value, Low Time Investment
+
+- Should look like it's worth paying for
+- Consumable in under 30 minutes (ideally under 10)
+- Immediate, actionable takeaway
+
+### 4. Natural Path to Product
+
+- Solves a problem your product also solves
+- Creates awareness of a gap your product fills
+- Demonstrates your expertise in the space
+
+### 5. Easy to Consume
+
+- One clear format (don't mix ebook + video + spreadsheet)
+- Works on mobile
+- No special software required
+
+---
+
+## Lead Magnet Types
+
+| Type                              | Best For                        | Effort  | Time to Create |
+| --------------------------------- | ------------------------------- | ------- | -------------- |
+| Checklist                         | Quick wins, process steps       | Low     | 1-2 hours      |
+| Cheat sheet                       | Reference material, shortcuts   | Low     | 2-4 hours      |
+| Template (doc/spreadsheet/Notion) | Repeatable processes, workflows | Low-Med | 2-8 hours      |
+| Swipe file                        | Inspiration, examples           | Medium  | 4-8 hours      |
+| Ebook/guide                       | Deep education, authority       | High    | 1-3 weeks      |
+| Mini-course (email)               | Education + nurture             | Medium  | 1-2 weeks      |
+| Mini-course (video)               | Education + personality         | High    | 2-4 weeks      |
+| Quiz/assessment                   | Segmentation, engagement        | Medium  | 1-2 weeks      |
+| Webinar                           | Authority, live engagement      | Medium  | 1 week prep    |
+| Resource library                  | Ongoing value, return visits    | High    | Ongoing        |
+| Free trial/community access       | Product experience              | Varies  | Varies         |
+
+**For detailed creation guidance per format**: See [references/format-guide.md](references/format-guide.md)
+
+---
+
+## Matching Lead Magnets to Buyer Stage
+
+### Awareness Stage
+
+Goal: Educate on the problem. Attract people who don't know you yet.
+
+| Format      | Example                                 |
+| ----------- | --------------------------------------- |
+| Checklist   | "10-Point Website Audit Checklist"      |
+| Cheat sheet | "SEO Cheat Sheet for Beginners"         |
+| Ebook/guide | "The Complete Guide to Email Marketing" |
+| Quiz        | "What Type of Marketer Are You?"        |
+
+### Consideration Stage
+
+Goal: Help evaluate solutions. Build trust and demonstrate expertise.
+
+| Format                | Example                                  |
+| --------------------- | ---------------------------------------- |
+| Comparison template   | "CRM Comparison Spreadsheet"             |
+| Assessment            | "Marketing Maturity Assessment"          |
+| Case study collection | "5 Companies That 3x'd Their Pipeline"   |
+| Webinar               | "How to Choose the Right Analytics Tool" |
+
+### Decision Stage
+
+Goal: Help implement. Remove friction to purchase.
+
+| Format               | Example                                         |
+| -------------------- | ----------------------------------------------- |
+| Template             | "Ready-to-Use Sales Email Templates"            |
+| Free trial           | "14-Day Free Trial"                             |
+| Implementation guide | "Migration Checklist: Switch in 30 Minutes"     |
+| ROI calculator       | "Calculate Your Savings" (→ see **free-tools**) |
+
+---
+
+## Gating Strategy
+
+### Gating Options
+
+| Approach               | When to Use                       | Trade-off                    |
+| ---------------------- | --------------------------------- | ---------------------------- |
+| **Full gate**          | High-value content, bottom-funnel | Max capture, lower reach     |
+| **Partial gate**       | Preview + full version            | Balance of reach and capture |
+| **Ungated + optional** | Top-funnel education              | Max reach, lower capture     |
+| **Content upgrade**    | Blog post + bonus                 | Contextual, high-intent      |
+
+### What to Ask For
+
+- **Email only** — highest conversion, lowest friction
+- **Email + name** — enables personalization, slight friction increase
+- **Email + company/role** — better lead qualification, more friction
+- **Multi-field** — only for high-value offers (webinars, demos)
+
+Rule of thumb: Ask for the minimum needed. Every extra field reduces conversion by 5-10%.
+
+### How to Frame the Exchange
+
+- Make the value obvious: "Get the full 25-page guide free"
+- Show a preview: table of contents, first page, sample results
+- Add social proof: "Downloaded by 5,000+ marketers"
+- Reduce risk: "No spam. Unsubscribe anytime."
+
+**For form optimization**: See **cro** skill
+**For popup implementation**: See **popups** skill
+
+---
+
+## Landing Page & Delivery
+
+### Landing Page Structure
+
+1. **Headline** — Clear benefit: what they'll get and why it matters
+2. **Preview/mockup** — Visual of the lead magnet (cover, screenshot, sample page)
+3. **What's inside** — 3-5 bullet points of key takeaways
+4. **Social proof** — Download count, testimonials, logos
+5. **Form** — Minimal fields, clear CTA button
+6. **FAQ** — Address hesitations (Is it really free? What format?)
+
+**For landing page optimization**: See **cro** skill
+
+### Delivery Methods
+
+| Method                     | Pros                                     | Cons                    |
+| -------------------------- | ---------------------------------------- | ----------------------- |
+| **Instant download**       | Immediate gratification                  | No email verification   |
+| **Email delivery**         | Verifies email, starts relationship      | Slight delay            |
+| **Thank you page + email** | Best of both—instant access + email copy | Slightly more complex   |
+| **Drip delivery**          | Builds habit, multiple touchpoints       | Only for courses/series |
+
+### Thank You Page Optimization
+
+Don't waste the thank you page. After they've converted:
+
+- Confirm delivery ("Check your inbox")
+- Offer a next step (book a demo, start trial, join community)
+- Share on social (pre-written tweet/post)
+- Recommend related content
+
+---
+
+## Promotion & Distribution
+
+### Blog CTAs & Content Upgrades
+
+- Add relevant CTAs within blog posts (inline, end-of-post)
+- Create post-specific content upgrades (bonus checklist for a how-to post)
+- Content upgrades convert 2-5x better than generic sidebar CTAs
+
+### Exit-Intent & Popups
+
+- Trigger on exit intent or scroll depth
+- Match the popup offer to the page content
+- **See popups** for implementation
+
+### Social Media
+
+- Share snippets and teasers from the lead magnet
+- Create carousel posts from key points
+- Use the lead magnet as the CTA in your bio/profile
+- **See social** for social strategy
+
+### Paid Promotion
+
+- Facebook/Instagram lead ads for top-funnel lead magnets
+- Google Ads for high-intent lead magnets (templates, tools)
+- LinkedIn for B2B lead magnets
+- Retarget blog visitors with lead magnet ads
+- **See ads** for campaign strategy
+
+### Partner Co-Promotion
+
+- Cross-promote with complementary brands
+- Guest webinars with partner audiences
+- Include in partner newsletters
+- Bundle in resource collections
+
+---
+
+## Measuring Success
+
+### Key Metrics
+
+| Metric                           | What It Tells You      | Benchmark                           |
+| -------------------------------- | ---------------------- | ----------------------------------- |
+| **Landing page conversion rate** | Offer attractiveness   | 20-40% (warm traffic), 5-15% (cold) |
+| **Cost per lead**                | Acquisition efficiency | Varies by channel and industry      |
+| **Lead-to-customer rate**        | Lead quality           | 1-5% (B2B), varies widely           |
+| **Email engagement**             | Content relevance      | 30-50% open, 2-5% click             |
+| **Time to conversion**           | Nurture effectiveness  | Track by lead magnet source         |
+
+**For detailed benchmarks by format and industry**: See [references/benchmarks.md](references/benchmarks.md)
+
+### A/B Testing Ideas
+
+- **Headline**: Benefit-focused vs. curiosity-driven
+- **Format**: Checklist vs. guide on same topic
+- **Gate level**: Full gate vs. partial preview
+- **Form fields**: Email-only vs. email + name
+- **CTA copy**: "Download Free Guide" vs. "Get Your Copy"
+- **Delivery**: Instant download vs. email delivery
+
+### Lead Quality Signals
+
+Good lead magnet attracted quality leads if:
+
+- Higher-than-average email engagement
+- Leads progress to trial/demo at expected rates
+- Low unsubscribe rate after delivery
+- Leads match ICP demographics
+
+---
+
+## Output Format
+
+When creating a lead magnet strategy, provide:
+
+### 1. Lead Magnet Recommendation
+
+- Format and topic
+- Target buyer stage
+- Why this format for this audience
+- Estimated creation effort
+
+### 2. Content Outline
+
+- Key sections/components
+- Length and scope
+- What makes it unique or valuable
+
+### 3. Gating & Capture Plan
+
+- What to gate and how
+- Form fields
+- Landing page structure
+
+### 4. Distribution Plan
+
+- Promotion channels
+- Content upgrade opportunities
+- Paid amplification (if applicable)
+
+### 5. Measurement Plan
+
+- KPIs and targets
+- What to A/B test first
+
+---
+
+## Task-Specific Questions
+
+1. What existing content or expertise could you turn into a lead magnet?
+2. Where does your audience spend time online?
+3. What's the most common question prospects ask before buying?
+4. Do you have an email nurture sequence set up for new leads?
+5. What's your budget for design and promotion?
+
+---
+
+## Related Skills
+
+- **free-tools**: For interactive tools as lead magnets (calculators, graders, quizzes)
+- **copywriting**: For writing the lead magnet content itself
+- **emails**: For nurture sequences after lead capture
+- **cro**: For optimizing lead magnet landing pages
+- **popups**: For popup-based lead capture
+- **cro**: For optimizing capture forms
+- **content-strategy**: For content planning and topic selection
+- **analytics**: For measuring lead magnet performance
+- **ads**: For paid promotion of lead magnets
+- **social**: For social media promotion

package/.merlin-core/skills/domain/marketing-ops/references/acquire/programmatic-seo.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-03-15 (canonical body); 2026-05-20 (pointer added)
+stage: acquire
+pointer_to: ../../../digital-marketing/references/programmatic-seo.md
+---
+
+# programmatic-seo — pointer
+
+This skill's authoritative body lives at [`../../../digital-marketing/references/programmatic-seo.md`](../../../digital-marketing/references/programmatic-seo.md). It contains the 12 pSEO playbooks (Templates, Curation, Conversions, Comparisons, Examples, Locations, Personas, Integrations, Glossary, Translations, Directory, Profiles) with implementation framework, URL architecture, and quality checklists.
+
+**Why a pointer:** Avoid duplicating the body in two places. The canonical methodology home stays in `digital-marketing/`.
+
+**For upstream v2.0.1 deltas:** https://github.com/coreyhaines31/marketingskills/blob/main/skills/programmatic-seo/SKILL.md
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella. Cross-links: [`schema.md`](schema.md) (pre-launch checklist dependency), [`site-architecture.md`](site-architecture.md), [`seo-audit.md`](seo-audit.md), [`ai-seo.md`](ai-seo.md).

package/.merlin-core/skills/domain/marketing-ops/references/acquire/schema.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-03-15 (canonical body); 2026-05-20 (pointer added)
+stage: acquire
+pointer_to: ../../../digital-marketing/references/schema-markup.md
+---
+
+# schema — pointer
+
+This skill's authoritative body lives at [`../../../digital-marketing/references/schema-markup.md`](../../../digital-marketing/references/schema-markup.md) (note filename: ours is `schema-markup.md`, upstream is `schema/SKILL.md`). It covers JSON-LD for 10 schema types (Organization, WebSite, Article, Product, SoftwareApplication, FAQPage, HowTo, BreadcrumbList, LocalBusiness, Event) with validation tools, rich results, and code examples.
+
+**Why a pointer:** Avoid duplicating the body in two places. The canonical methodology home stays in `digital-marketing/`.
+
+**For upstream v2.0.1 deltas:** https://github.com/coreyhaines31/marketingskills/blob/main/skills/schema/SKILL.md
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella. Cross-links: [`programmatic-seo.md`](programmatic-seo.md) (pre-launch checklist requires schema), [`ai-seo.md`](ai-seo.md) (schema boosts AI citation), [`seo-audit.md`](seo-audit.md).

package/.merlin-core/skills/domain/marketing-ops/references/acquire/seo-audit/references/ai-writing-detection.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: acquire
+skill: seo-audit
+upstream_path: skills/seo-audit/references/ai-writing-detection.md
+---
+
+# ai-writing-detection — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/seo-audit/references/ai-writing-detection.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/seo-audit/references/ai-writing-detection.md
+
+**Parent skill:** [`../seo-audit.md`](../seo-audit.md) (stage: acquire)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/acquire/seo-audit/references/ai-writing-detection.md`, then prepend the standard Adjacency header.

package/.merlin-core/skills/domain/marketing-ops/references/acquire/seo-audit/references/international-seo.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: acquire
+skill: seo-audit
+upstream_path: skills/seo-audit/references/international-seo.md
+---
+
+# international-seo — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/seo-audit/references/international-seo.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/seo-audit/references/international-seo.md
+
+**Parent skill:** [`../seo-audit.md`](../seo-audit.md) (stage: acquire)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/acquire/seo-audit/references/international-seo.md`, then prepend the standard Adjacency header.