@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/digital-marketing/SKILL.md

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+---
+name: digital-marketing
+description: "Full-stack digital marketing skill — copywriting for all formats, paid traffic management (Meta/Google Ads, ROAS, scale methodology), content strategy (searchable vs shareable, topic clusters, keyword research), programmatic SEO (12 playbooks), revenue operations (lead scoring, pipeline, CRM automation, deal desk), marketing strategy frameworks (Porter, Blue Ocean, JTBD, Hormozi), and brand identity with anti-AI protocol. Use when working on marketing campaigns, ad copy, landing pages, funnels, traffic analysis, content strategy, SEO, RevOps, lead management, or brand creation."
+license: MIT
+metadata:
+  source: Adapted direct-response marketing methodology + Merlin ecosystem integration
+  imported: 2026-03-15
+  version: "1.0.0"
+  auto_activate: [ digital-marketing, marketing-campaign, paid-traffic, meta-ads, google-ads, funnel-strategy, ]
+  file_triggers: [**/marketing*, **/campaign*, **/ads*]
+  tool_reminders: [NEVER write copy without the 3-Document Protocol: Campaign Briefing + Expert Voice Manual + Data-driven Avatar Study, Before planning any campaign, run the ROAS viability calculation — if numbers don't close, say so clearly, All visual deliveries MUST pass the Anti-AI Protocol checklist before presenting to user, Map Eugene Schwartz awareness level before choosing any copy angle]
+---
+
+# Digital Marketing — Domain Skill
+
+Full-stack digital marketing knowledge for the Merlin ecosystem. Combines conversion copywriting, paid traffic management, marketing strategy, and brand identity — with battle-tested direct-response marketing methodology.
+
+## When This Activates
+
+This skill activates when working on marketing campaigns, ad copy, sales funnels, traffic management, brand creation, or content strategy. Current ecosystem projects:
+
+- **An example marketing agency** — content production, client campaigns
+- **An example SaaS platform** — user acquisition
+- **An example professional-services firm** — services marketing
+- **An example product** — launch campaigns
+- **Any Merlin project** — Landing pages, ad copy, email sequences, social media
+
+## Architecture: Six Pillars
+
+```
+Pillar 1: Copy Methodology          Pillar 2: Multi-Format Copy
+├── 3-Document Protocol              ├── Sales Pages (12 sections)
+├── Eugene Schwartz Awareness         ├── Email Sequences (flow-positioned)
+├── Funnel Context Mapping            ├── WhatsApp (Group + API)
+├── Anti-AI Detection                 ├── VSL Scripts (6-part)
+└── Masters Reference                 ├── Video/Image Ads
+                                      ├── Social Media + Content Planning
+Pillar 3: Traffic Management          └── SMS (160 char)
+├── Campaign Briefing
+├── ROAS Viability Calculation       Pillar 4: Strategy & Brand
+├── Campaign Structure (Meta/Google)  ├── Marketing Frameworks (18+)
+├── Scale Methodology (3 methods)     ├── Market Research Templates
+├── 5-Layer Analysis Framework        ├── Brand Personality Extraction
+└── Brazilian Market Benchmarks       └── Anti-AI Visual Protocol
+
+Pillar 5: Content Strategy & SEO
+├── Searchable vs Shareable Framework
+├── Content Pillars & Topic Clusters
+├── Keyword Research by Buyer Stage
+├── Programmatic SEO (12 Playbooks)
+├── Content Prioritization Scoring
+└── Headless CMS Patterns
+
+Pillar 6: Revenue Operations (RevOps)
+├── Lead Lifecycle (7 stages)
+├── Lead Scoring (fit + engagement)
+├── Lead Routing (4 methods)
+├── Pipeline Management
+├── CRM Automation
+└── Deal Desk & Data Hygiene
+```
+
+## Pillar 1: Copy Methodology
+
+### The 3-Document Protocol (MANDATORY)
+
+Never write a single line of copy without these 3 documents. If they don't exist, help create them.
+
+**Document 1: Campaign Briefing** — Business context (product, ticket, differentiator, model), campaign details (type, objective, funnel position, timeline), channels and formats needed.
+
+**Document 2: Expert Communication Manual** — Voice extraction from real transcripts, lectures, interviews. Captures: recurring phrases, metaphors, explanation style, humor type, vocabulary level, cultural references. The goal is to write AS the expert, not ABOUT the expert.
+
+**Document 3: Data-Driven Avatar Study** — Built from REAL data (reviews, comments, support tickets, competitor reviews), NOT fictional personas. Captures: exact phrases customers use to describe their problem, awareness level, specific objections, decision triggers.
+
+### Eugene Schwartz Awareness Levels
+
+Before writing ANY piece, map the audience's awareness level:
+
+| Level              | What They Know                     | Copy Strategy                                     |
+| ------------------ | ---------------------------------- | ------------------------------------------------- |
+| **Unaware**        | Don't know they have a problem     | Lead with the problem, create recognition         |
+| **Problem-Aware**  | Know the problem, not the solution | Agitate the pain, introduce the solution category |
+| **Solution-Aware** | Know solutions exist, not yours    | Differentiate, show why your approach is better   |
+| **Product-Aware**  | Know your product, haven't bought  | Handle objections, add proof, create urgency      |
+| **Most Aware**     | Ready to buy, need a push          | Direct offer, discount, deadline, risk reversal   |
+
+### Funnel Context Mapping
+
+Before every piece, internally map:
+
+1. Where does the lead come FROM? (ad, organic, email, WhatsApp)
+2. What do they already KNOW at this point?
+3. What do they FEEL? (frustration, curiosity, skepticism, excitement)
+4. What is the SINGLE objective of this piece?
+5. Where do they go NEXT after consuming this?
+6. What is the psychological ANGLE? (pain, desire, proof, curiosity, urgency)
+
+### Anti-AI Copy Detection
+
+Banned words/patterns that signal AI-generated copy:
+
+**Banned transitions:** "Além disso," "No entanto," "Em suma," "Vale ressaltar," "É importante notar," "Nesse sentido," "Diante disso"
+
+**Banned adjectives:** "inovador," "revolucionário," "incrível," "transformador," "poderoso," "exclusivo" (without proof), "definitivo"
+
+**Banned structures:** "Sem X. Sem Y. Só Z." (overused), "Imagine [scenario]" as opener (AI tell), "Na verdade," to start paragraphs, numbered lists where flowing text would be more natural
+
+**What to do instead:** Use specific numbers, real examples, concrete outcomes, bar-conversation tone, invisible transitions (Joseph Sugarman's "slippery slope").
+
+### Masters Reference
+
+| Master          | Core Principle to Apply                                                             |
+| --------------- | ----------------------------------------------------------------------------------- |
+| David Ogilvy    | Research before writing. Headline carries 80% of the weight.                        |
+| Eugene Schwartz | Match copy to awareness level. Never try to create desire, channel existing desire. |
+| Gary Halbert    | Write to ONE person. The "A pile" vs "B pile" — your copy must land in the A pile.  |
+| Joseph Sugarman | Every sentence exists to make you read the next sentence ("slippery slope").        |
+| Claude Hopkins  | Scientific advertising. Test everything. Specificity sells.                         |
+| Alex Hormozi    | Make the offer so good people feel stupid saying no. Stack value, reduce risk.      |
+| Russell Brunson | Story-driven funnels. Hook → Story → Offer in every piece.                          |
+
+For detailed multi-format copy templates, see [references/copy-formats.md](references/copy-formats.md).
+
+---
+
+## Pillar 2: Multi-Format Copy (Quick Reference)
+
+| Format         | Key Constraint                                            | Template Location            |
+| -------------- | --------------------------------------------------------- | ---------------------------- |
+| Sales Page     | 12 sections, narrative flow, one CTA                      | `references/copy-formats.md` |
+| Email Sequence | Flow position (D0-D7+), awareness progression             | `references/copy-formats.md` |
+| WhatsApp Group | 900 chars max, native formatting, conversational          | `references/copy-formats.md` |
+| WhatsApp API   | 500 chars, 3-message flows, compliance rules              | `references/copy-formats.md` |
+| VSL Script     | 6-part delivery (idea→script→teleprompter→bullets→legend) | `references/copy-formats.md` |
+| Image Ad       | 4 blocks: headline/subheadline/info/CTA                   | `references/copy-formats.md` |
+| Video Ad       | 7-part: hook(3s)→problem→agitate→solution→proof→CTA→super | `references/copy-formats.md` |
+| Social Caption | Platform-native, pillar distribution                      | `references/copy-formats.md` |
+| SMS            | 160 chars, one link, one action                           | `references/copy-formats.md` |
+
+### Content Pillar Distribution
+
+For ongoing social media content, distribute by pillar:
+
+- **40% Authority** — Expertise, frameworks, how-tos, case results
+- **25% Connection** — Behind the scenes, values, personal stories, vulnerability
+- **20% Engagement** — Questions, polls, debates, hot takes, trends
+- **15% Sales** — Offers, launches, testimonials, CTAs, urgency
+
+For advanced email sequence design (7 sequence types, timing strategy, 13 subject line formulas, metrics, A/B testing, segmentation), read [references/email-sequences.md](references/email-sequences.md).
+
+---
+
+## Pillar 3: Traffic Management
+
+### Campaign Viability Calculation (MANDATORY before any plan)
+
+```
+Projected CPL = Budget / Estimated Leads
+Break-Even CPL = Ticket × Conversion Rate × Margin
+Max Sustainable CPL = Break-Even CPL × 0.7  (30% safety margin for profit)
+Projected ROAS = (Leads × Conv Rate × Ticket) / Budget
+
+IF Projected CPL > Max Sustainable CPL → Campaign is unprofitable
+IF Projected CPL > Break-Even CPL → Campaign LOSES money
+  → Say clearly. Suggest: increase budget, improve funnel conversion, or reduce target.
+```
+
+**Note:** ROAS 1.0x = break-even before operational costs. Most businesses need ROAS > 2-3x to be profitable.
+
+### Scale Methodology
+
+| Method         | How                                                    | When                                       |
+| -------------- | ------------------------------------------------------ | ------------------------------------------ |
+| **Vertical**   | +20-30% budget, wait 48-72h between increases          | CBO, broad audiences, mature campaigns     |
+| **Horizontal** | Duplicate winning ad sets with same/new audiences      | ABO, segmented audiences, strong creatives |
+| **Creative**   | Same winning angles, new formats/hooks every 7-14 days | When frequency >2.5 or CTR drops           |
+
+**Alert signals:** CPL +40% in 48h → pause. Frequency >2.5 → audience saturating. CTR drop + CPM rise → creative fatigue.
+
+### 5-Layer Analysis Framework
+
+1. **Macro** — Total spend, results, CPL, ROAS vs target, trend (improving/declining)
+2. **Delivery** — CPM, reach vs impressions, frequency, placement distribution
+3. **Creative** — CTR per ad, hook rate (video 3s), ThruPlay rate (15s+), quality rankings
+4. **Audience** — CPL per ad set, volume per audience, overlap detection
+5. **Post-Click** — LP conversion rate (<20% needs revision, 20-40% acceptable, >40% good)
+
+For full campaign planning templates, analysis report format, and Brazilian market benchmarks, see [references/traffic-management.md](references/traffic-management.md).
+
+---
+
+## Pillar 4: Strategy & Brand
+
+### Marketing Strategy Frameworks
+
+| Category     | Frameworks                                                                                   |
+| ------------ | -------------------------------------------------------------------------------------------- |
+| **Strategy** | SWOT (with evidence), Porter's 5 Forces, Blue Ocean Strategy, Value Proposition Canvas, JTBD |
+| **Funnel**   | AIDA, PAS, Hook-Story-Offer, Value Ladder, Schwartz Awareness, AARRR Pirate Metrics          |
+| **Offer**    | Hormozi Offer Creation, Risk Reversal Stack, Bonus Stack, Urgency/Scarcity Framework         |
+| **Research** | Voice-of-Customer Mining, Review Mining, Competitor Funnel Mapping, RFM Analysis             |
+| **Audience** | Four Forces Switching Dynamics, Anti-Personas, B2B Buying Committee                          |
+
+### Anti-AI Visual Protocol
+
+Before delivering any visual (logo, social template, layout), pass through:
+
+- Does it work in pure black & white?
+- Is it recognizable at 16x16px?
+- Can every element be justified from the briefing?
+- Would an experienced designer approve this?
+- Does it differentiate from competitors listed in the brief?
+- Is it free of generic gradients, overly symmetric compositions, and template-like layouts?
+
+### Brand Personality Extraction
+
+Before any brand work, gather:
+
+- 3 adjectives that DEFINE the brand
+- 3 adjectives that DO NOT define the brand
+- "If the brand were a person, how would they behave?"
+- Brands the client admires visually (even from other sectors)
+- Brands the client wants to AVOID looking like
+
+For full strategy frameworks, research templates, and trend analysis structures, see [references/strategy-frameworks.md](references/strategy-frameworks.md).
+
+For pricing strategy (value metrics, tier structures, Van Westendorp research, pricing page psychology), read [references/pricing-strategy.md](references/pricing-strategy.md).
+
+---
+
+## Pillar 5: Content Strategy & SEO
+
+Organic content planning and scaled SEO page creation — the counterpart to Pillar 3 (paid traffic).
+
+For content strategy methodology (searchable vs shareable framework, content types, pillars & topic clusters, keyword research by buyer stage, content ideation sources, 4-factor prioritization scoring, headless CMS patterns), read [references/content-strategy.md](references/content-strategy.md).
+
+For programmatic SEO (12 playbooks for building SEO pages at scale — Templates, Curation, Comparisons, Locations, Personas, Integrations, Glossary, Directory, and more — plus implementation framework and quality checklists), read [references/programmatic-seo.md](references/programmatic-seo.md).
+
+For product launch strategy (ORB framework, 5-phase launch process, Product Hunt playbook, post-launch actions, checklists), read [references/launch-strategy.md](references/launch-strategy.md).
+
+For schema markup and structured data (JSON-LD for 10 schema types, validation tools, rich results, code examples), read [references/schema-markup.md](references/schema-markup.md).
+
+---
+
+## Pillar 6: Revenue Operations (RevOps)
+
+Systems connecting marketing to sales to revenue — the operational layer beneath Pillars 3 and 5. Covers the full journey from lead capture through closed deal.
+
+For lead lifecycle management (7-stage framework, MQL/SQL definitions, lead scoring with fit + engagement + negative dimensions, 4 routing methods, speed-to-lead, handoff SLAs, RevOps KPIs), read [references/revops-lifecycle.md](references/revops-lifecycle.md).
+
+For pipeline operations (7-stage pipeline, stage hygiene, CRM automation workflows, deal desk approval tiers, data hygiene/dedup, enrichment tools, 3-view dashboard structure), read [references/revops-operations.md](references/revops-operations.md).
+
+---
+
+## Integration with Merlin Ecosystem
+
+This skill is one of TWO marketing skills in the framework:
+
+- **`digital-marketing`** (this skill) — Brazilian direct-response methodology authority. 3-Document Protocol, Eugene Schwartz awareness, Anti-AI Copy Detection (PT+EN), ROAS viability + R$ benchmarks, WhatsApp formats, 12-section info-product sales page, scale methodology, Masters Reference.
+- **`marketing-ops`** ([../marketing-ops/SKILL.md](../marketing-ops/SKILL.md)) — Funnel-stage organized umbrella over 40 imported skills (coreyhaines31/marketingskills v2.0.1). Foundation/Acquire/Activate/Retain/Expand router. Use for full-funnel campaign orchestration where the methodology is SaaS/English-market oriented or where the user wants funnel-stage navigation.
+
+**Skill boundary:** When both could apply, prefer `digital-marketing` for any Brazilian audience, info-product launch, WhatsApp-channel campaign, or paid traffic ROAS calculation. Prefer `marketing-ops` for SaaS funnel design, CRO testing, technical SEO, churn/dunning, sales enablement, lead magnets, or any campaign that needs the full Foundation→Expand stage map.
+
+This domain skill complements existing general skills:
+
+| Need                 | Use This Skill For                                    | Use General Skill For                                             |
+| -------------------- | ----------------------------------------------------- | ----------------------------------------------------------------- |
+| Web page copy        | Funnel context, awareness levels, format templates    | `copywriting` — page structure, CTA formulas                      |
+| Visual design        | Anti-AI protocol, brand personality, social templates | `design-system` — tokens, spacing, components                     |
+| Landing pages        | Sales page 12-section structure, conversion flow      | `design-ux-patterns` — UX rules, accessibility                    |
+| Presentations        | Campaign reports, strategy decks                      | `blkskrn` — local HTML presentations                              |
+| Typography           | Brand-appropriate font selection                      | `design-typography` — 57 curated pairings                         |
+| Full-funnel campaign | Brazilian DR / Schwartz / WhatsApp / ROAS layer       | `marketing-ops` — funnel-stage router across 40 imported skills   |
+| Customer research    | Avatar Study (Document 3 of 3-Doc Protocol)           | `marketing-ops/foundation/customer-research` (JTBD/VoC/Reddit)    |
+| Marketing psychology | Schwartz / Sugarman / Hormozi (direct-response)       | `marketing-ops/foundation/marketing-psychology` (Fogg/EAST/COM-B) |
+
+**Legacy boundary statement (preserved):** This skill provides the Brazilian direct-response methodology (info-products, launches, WhatsApp funnels). The general `copywriting` skill provides SaaS/English page copywriting (homepage, pricing, feature pages). When both activate: use `digital-marketing` for campaign-driven copy with the 3-Document Protocol; use `copywriting` for standalone web page copy. The 12-section Sales Page template here is for info-product launches; `copywriting`'s page structure is for SaaS landing pages.
+
+## Bundled References
+
+- [references/copy-formats.md](references/copy-formats.md) — Multi-format templates (sales page, email, WhatsApp, VSL, ads, social, SMS)
+- [references/copy-methodology.md](references/copy-methodology.md) — 3-Document Protocol details, awareness levels applied, anti-AI patterns, writing style rules
+- [references/traffic-management.md](references/traffic-management.md) — Campaign planning, ROAS calculation, scale methodology, 5-layer analysis, Brazilian benchmarks
+- [references/strategy-frameworks.md](references/strategy-frameworks.md) — 15+ marketing frameworks, research templates, trend analysis, brand identity workflow, Four Forces, anti-personas, B2B buying committee
+- [references/content-strategy.md](references/content-strategy.md) — Searchable vs shareable, content types, pillars & topic clusters, keyword research by buyer stage, ideation, prioritization, headless CMS
+- [references/programmatic-seo.md](references/programmatic-seo.md) — 12 pSEO playbooks, implementation framework, URL architecture, quality checklists
+- [references/email-sequences.md](references/email-sequences.md) — 7 sequence types, timing, subject line formulas, metrics, A/B testing, segmentation
+- [references/pricing-strategy.md](references/pricing-strategy.md) — Value metrics, tier structures, Van Westendorp, pricing page, price increases
+- [references/launch-strategy.md](references/launch-strategy.md) — ORB framework, 5-phase launch, Product Hunt, post-launch, checklists
+- [references/schema-markup.md](references/schema-markup.md) — JSON-LD for 10 schema types, validation, rich results, code examples
+- [references/revops-lifecycle.md](references/revops-lifecycle.md) — Lead lifecycle, MQL/SQL definitions, lead scoring, routing methods, speed-to-lead, RevOps KPIs
+- [references/revops-operations.md](references/revops-operations.md) — Pipeline stages, CRM automation, deal desk, data hygiene, enrichment, dashboard structure

package/.merlin-core/skills/domain/digital-marketing/references/content-strategy.md

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+# Content Strategy Reference
+
+> Reference for the digital-marketing skill. Organic content planning, topic architecture, and keyword strategy.
+> Source: coreyhaines31/marketingskills (MIT) — adapted for Merlin ecosystem.
+
+## Searchable vs Shareable Framework
+
+Every piece of content must be **searchable**, **shareable**, or both. Prioritize in that order — search traffic is the foundation.
+
+**Searchable content** captures existing demand. People are already looking for answers.
+
+**Shareable content** creates demand. Spreads ideas and gets people talking.
+
+### Writing Searchable Content
+
+- Target a specific keyword or question
+- Match search intent exactly — answer what the searcher wants
+- Use clear titles that match search queries
+- Structure with headings that mirror search patterns
+- Place keywords in title, headings, first paragraph, URL
+- Provide comprehensive coverage (don't leave questions unanswered)
+- Include data, examples, and links to authoritative sources
+- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web
+
+### Writing Shareable Content
+
+- Lead with a novel insight, original data, or counterintuitive take
+- Challenge conventional wisdom with well-reasoned arguments
+- Tell stories that make people feel something
+- Create content people want to share to look smart or help others
+- Connect to current trends or emerging problems
+- Share vulnerable, honest experiences others can learn from
+
+---
+
+## Content Types
+
+### Searchable Types
+
+**Use-Case Content** — Formula: [persona] + [use-case]. Targets long-tail keywords.
+
+- "Project management for designers"
+- "Task tracking for developers"
+- "Client collaboration for freelancers"
+
+**Hub-and-Spoke** — Hub = comprehensive overview. Spokes = related subtopics.
+
+```
+/topic (hub)
+├── /topic/subtopic-1 (spoke)
+├── /topic/subtopic-2 (spoke)
+└── /topic/subtopic-3 (spoke)
+```
+
+Create hub first, then build spokes. Interlink strategically. Most content works fine under `/blog` — only use dedicated hub/spoke URL structures for major topics with layered depth.
+
+**Template Libraries** — High-intent keywords + product adoption.
+
+- Target searches like "marketing plan template"
+- Provide immediate standalone value
+- Show how your product enhances the template
+
+### Shareable Types
+
+**Thought Leadership** — Articulate concepts everyone feels but hasn't named. Challenge conventional wisdom with evidence.
+
+**Data-Driven Content** — Product data analysis (anonymized), public data analysis (uncover patterns), original research (run experiments, share results).
+
+**Expert Roundups** — 15-30 experts answering one specific question. Built-in distribution — each expert shares.
+
+**Case Studies** — Structure: Challenge → Solution → Results → Key Learnings.
+
+**Meta Content** — Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."
+
+For programmatic content at scale, see `references/programmatic-seo.md`.
+
+---
+
+## Content Pillars & Topic Clusters
+
+Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.
+
+### How to Identify Pillars
+
+1. **Product-led**: What problems does your product solve?
+2. **Audience-led**: What does your ICP need to learn?
+3. **Search-led**: What topics have volume in your space?
+4. **Competitor-led**: What are competitors ranking for?
+
+### Pillar Structure
+
+```
+Pillar Topic (Hub)
+├── Subtopic Cluster 1
+│   ├── Article A
+│   ├── Article B
+│   └── Article C
+├── Subtopic Cluster 2
+│   ├── Article D
+│   └── Article E
+└── Subtopic Cluster 3
+    ├── Article F
+    └── Article G
+```
+
+### Pillar Criteria
+
+Good pillars should:
+
+- Align with your product/service
+- Match what your audience cares about
+- Have search volume and/or social interest
+- Be broad enough for many subtopics
+
+**Note:** This is about information architecture for SEO. For social media posting ratios (40% Authority / 25% Connection / 20% Engagement / 15% Sales), see the Content Pillar Distribution in the main SKILL.md.
+
+---
+
+## Keyword Research by Buyer Stage
+
+Map content topics to the buyer's journey using proven keyword modifiers:
+
+### Awareness Stage
+
+Modifiers: "what is," "how to," "guide to," "introduction to"
+
+Example: "What is Agile Project Management," "Guide to Sprint Planning," "How to Run a Standup Meeting"
+
+### Consideration Stage
+
+Modifiers: "best," "top," "vs," "alternatives," "comparison"
+
+Example: "Best Project Management Tools for Remote Teams," "Asana vs Trello vs Monday," "Basecamp Alternatives"
+
+### Decision Stage
+
+Modifiers: "pricing," "reviews," "demo," "trial," "buy"
+
+Example: "Project Management Tool Pricing Comparison," "How to Choose the Right Plan," "[Product] Reviews"
+
+### Implementation Stage
+
+Modifiers: "templates," "examples," "tutorial," "how to use," "setup"
+
+Example: "Project Template Library," "Step-by-Step Setup Tutorial," "How to Use [Feature]"
+
+**Relationship to Schwartz awareness levels:** Buyer stages map to copy strategy — Awareness = Problem-Aware, Consideration = Solution-Aware, Decision = Product-Aware, Implementation = Most Aware. Use Schwartz for copy angle selection, buyer stages for keyword targeting.
+
+---
+
+## Content Ideation Sources
+
+### Keyword Data (Ahrefs/SEMrush/Google Search Console)
+
+1. Export keyword data for your domain and competitors
+2. Cluster by topic (group related keywords)
+3. Map clusters to buyer stages
+4. Classify search intent (informational, commercial, transactional, navigational)
+5. Identify quick wins (low difficulty, existing rankings 5-20)
+6. Find content gaps (competitor ranks, you don't)
+
+### Call Transcripts & Sales Conversations
+
+Mine sales call transcripts for content ideas (different from Avatar Study which extracts language for copy):
+
+- Questions prospects ask → FAQ/blog content
+- Competitor mentions → comparison content
+- Objections raised → objection-handling articles
+- "I wish I had known..." → onboarding content
+
+### Competitor Content Analysis
+
+```
+site:competitor.com/blog [keyword]
+```
+
+Analyze: top-performing posts, topics they cover that you don't, content structure (pillars, categories, formats), outdated content you can improve on.
+
+### Forum & Community Research
+
+Sources: Reddit (`site:reddit.com [topic]`), Indie Hackers, Hacker News, Product Hunt, Slack/Discord communities, Quora.
+
+Extract: frequently asked questions, common misconceptions, hot debates, unresolved problems.
+
+---
+
+## Content Prioritization Scoring
+
+Score every content idea on 4 weighted factors:
+
+| Factor                | Weight | What to Evaluate                                    |
+| --------------------- | ------ | --------------------------------------------------- |
+| Customer Impact       | 40%    | Addresses real pain/question from customer research |
+| Content-Market Fit    | 30%    | Aligns with your expertise and product              |
+| Search Potential      | 20%    | Keyword volume, difficulty, trend direction         |
+| Resource Requirements | 10%    | Inverse: easier = higher score                      |
+
+Rate each factor 1-10, multiply by weight, sum for total score. Prioritize by score.
+
+---
+
+## Content Strategy Output Format
+
+When delivering a content strategy, provide:
+
+1. **Content Pillars** (3-5) — each with rationale, search volume, and alignment
+2. **Priority Topics** — table with: Topic | Type (searchable/shareable) | Target Keyword | Buyer Stage | Customer Evidence | Score
+3. **Topic Cluster Map** — visual hierarchy showing pillar → cluster → article relationships
+
+---
+
+## Content Calendar & Publishing Cadence
+
+### Frequency by Resource Level
+
+| Resources                | Frequency        | Focus                                      |
+| ------------------------ | ---------------- | ------------------------------------------ |
+| Solo / side project      | 2-4 posts/month  | 100% searchable (compound over time)       |
+| Small team (1-2 writers) | 4-8 posts/month  | 70% searchable, 30% shareable              |
+| Content team (3+)        | 8-16 posts/month | 60% searchable, 25% shareable, 15% updates |
+
+**Rule:** Consistency > volume. Publishing 2 posts/month for 12 months beats 12 posts in month one then nothing.
+
+### Sequencing Strategy
+
+1. Publish **pillar hub page** first (comprehensive overview)
+2. Build **spoke articles** over 2-4 weeks per cluster
+3. Interlink spokes to hub as they publish
+4. After a cluster is complete, start the next pillar
+5. Mix in **shareable content** between clusters (1 per 3-4 searchable pieces)
+
+### Editorial Calendar Structure
+
+| Column         | Purpose                                               |
+| -------------- | ----------------------------------------------------- |
+| Publish Date   | Target date (weekly cadence recommended)              |
+| Title / Topic  | Working title                                         |
+| Content Type   | Searchable / Shareable / Update                       |
+| Target Keyword | Primary keyword (searchable only)                     |
+| Buyer Stage    | Awareness / Consideration / Decision / Implementation |
+| Pillar         | Which content pillar this belongs to                  |
+| Author / Owner | Who writes it                                         |
+| Status         | Idea → Outline → Draft → Review → Published           |
+
+---
+
+## Content Refresh Strategy
+
+Published content decays. Rankings drop, information becomes outdated, competitors publish better versions. A refresh strategy is as important as new content creation.
+
+### Refresh Triggers
+
+- Ranking dropped 5+ positions from peak
+- Organic traffic declined 20%+ vs 3-month peak
+- Core information is outdated (stats, prices, product features)
+- A competitor published a more comprehensive version
+- New subtopics or related questions have emerged
+
+### Refresh Cadence
+
+- **Monthly:** Check top 10 pages for ranking/traffic changes
+- **Quarterly:** Audit top 20 posts — refresh any with declining metrics
+- **Semi-annually:** Audit all indexed content for outdated information
+
+### Refresh Process
+
+1. Update facts, statistics, dates, and screenshots
+2. Add new sections that competitors cover but you don't
+3. Improve internal links (link to newer related content)
+4. Expand thin sections that underperform
+5. Re-optimize title tag and meta description if CTR is low
+6. Only update the publish date if >30% of content changed
+
+---
+
+## Headless CMS Patterns
+
+### When to Use Headless
+
+| Use Headless When                             | Use Traditional When               |
+| --------------------------------------------- | ---------------------------------- |
+| Multi-frontend delivery (web + app + email)   | Single website, non-technical team |
+| Developer-controlled frontend (Next.js, Nuxt) | Need built-in themes/plugins       |
+| Content reuse across channels                 | Small team, tight budget           |
+| API-first architecture                        | Content editors need WYSIWYG       |
+
+### Content Modeling for Marketing
+
+**Core principles:**
+
+- Design types, not pages (a "Case Study" type, not a "Case Study Page")
+- Separate content from presentation
+- Design for reuse across channels
+- Keep models flat (avoid deep nesting)
+
+**Common marketing content types:**
+
+| Type         | Key Fields                                                                  |
+| ------------ | --------------------------------------------------------------------------- |
+| Landing Page | headline, subheadline, hero_image, cta_text, cta_url, sections[]            |
+| Blog Post    | title, slug, author, category, tags[], body, featured_image, excerpt, seo{} |
+| Case Study   | company, logo, challenge, solution, results[], quote, industry              |
+| Testimonial  | quote, author_name, author_title, company, photo, rating                    |
+| FAQ          | question, answer, category                                                  |
+| CTA Block    | headline, body, button_text, button_url, style                              |
+
+**SEO fields per page type:** title tag, meta description, OG image, canonical URL, noindex flag.
+
+### Platform Comparison
+
+| Feature          | Sanity         | Contentful            | Strapi                |
+| ---------------- | -------------- | --------------------- | --------------------- |
+| Hosting          | Cloud          | Cloud                 | Self-hosted or Cloud  |
+| Query            | GROQ           | GraphQL + REST        | REST + GraphQL        |
+| Free Tier        | Generous       | Limited               | Unlimited (self-host) |
+| Real-time Collab | Yes            | Limited (field-level) | No                    |
+| Content Modeling | Schema-as-code | Web UI                | Admin panel           |
+| Media            | Built-in DAM   | Built-in              | Plugin-based          |
+
+Other options: Hygraph (GraphQL-native), Keystatic (Git-based), Payload (code-first), Prismic (slice-based).