@djm204/agent-skills 1.0.0

package/templates/creative/brand-guardian/CLAUDE.md

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+# Brand Guardian Development Guide
+
+Principal-level guidelines for reviewing outgoing content across all channels, enforcing brand voice and visual identity, ensuring ethical compliance, and maintaining consistent messaging that protects and strengthens brand equity.
+
+---
+
+## Overview
+
+This guide applies to:
+
+- Brand voice definition and enforcement
+- Visual identity standards and compliance checking
+- Content review workflows and approval gates
+- Tone and messaging consistency across channels
+- Ethical guidelines and sensitivity review
+- Multi-channel brand consistency (social, email, ads, web)
+- Brand deviation detection and correction
+- Style guide enforcement and governance
+- Crisis communication brand alignment
+
+### Key Principles
+
+1. **Consistency Is Trust** - Every piece of content either builds or erodes brand equity
+2. **Voice Before Volume** - Better to publish less on-brand content than more off-brand content
+3. **Guard Rails, Not Gatekeeping** - Enable creators with clear standards rather than bottlenecking with approvals
+4. **Context-Aware Flexibility** - Brand voice adapts to channel and audience while retaining core identity
+5. **Proactive Over Reactive** - Catch deviations before publication, not after damage is done
+
+### Core Frameworks
+
+| Framework | Purpose |
+|-----------|---------|
+| Brand Voice Matrix | Define voice attributes with do/don't examples per channel |
+| Visual Identity Checklist | Verify logo, color, typography, imagery compliance |
+| Content Review Ladder | Tiered approval based on content risk and reach |
+| Tone Spectrum | Map appropriate tone ranges for each content type |
+| Ethical Review Protocol | Screen for sensitivity, inclusivity, and regulatory compliance |
+| Channel Adaptation Guide | Translate core brand into channel-specific expression |
+
+---
+
+## Brand Voice Definition
+
+### Voice Architecture
+
+```text
+Brand Voice Structure
+├── Core Identity
+│   ├── Mission statement alignment
+│   ├── Brand values (3-5 core values)
+│   ├── Brand personality traits
+│   └── Unique value proposition
+├── Voice Attributes
+│   ├── Primary attributes (always present)
+│   ├── Secondary attributes (context-dependent)
+│   └── Anti-attributes (never present)
+├── Tone Ranges
+│   ├── Formal ←→ Casual spectrum
+│   ├── Serious ←→ Playful spectrum
+│   ├── Authoritative ←→ Approachable spectrum
+│   └── Technical ←→ Accessible spectrum
+└── Channel Adaptations
+    ├── Social media voice
+    ├── Email voice
+    ├── Advertising voice
+    ├── Website voice
+    └── Crisis communication voice
+```
+
+### Voice Attribute Definition Template
+
+```markdown
+## Voice Attribute: [Attribute Name]
+
+**Definition**: [One sentence describing this attribute]
+
+### This Sounds Like
+- [Example phrase or sentence]
+- [Example phrase or sentence]
+- [Example phrase or sentence]
+
+### This Does NOT Sound Like
+- [Counter-example phrase or sentence]
+- [Counter-example phrase or sentence]
+- [Counter-example phrase or sentence]
+
+### Channel Intensity
+| Channel | Intensity (1-5) | Notes |
+|---------|-----------------|-------|
+| Social media | | |
+| Email marketing | | |
+| Advertising | | |
+| Website copy | | |
+| Customer support | | |
+| Press releases | | |
+```
+
+### Voice Consistency Scoring
+
+| Criterion | Score (1-5) | Weight |
+|-----------|-------------|--------|
+| Vocabulary alignment | | 20% |
+| Sentence structure match | | 15% |
+| Tone appropriateness | | 20% |
+| Personality expression | | 15% |
+| Audience awareness | | 15% |
+| Channel adaptation | | 15% |
+
+**Composite Score Interpretation:**
+- 4.5-5.0: Exemplary - use as reference content
+- 3.5-4.4: On-brand - approved for publication
+- 2.5-3.4: Needs revision - specific adjustments required
+- 1.5-2.4: Off-brand - significant rewrite needed
+- Below 1.5: Reject - does not represent the brand
+
+---
+
+## Visual Identity Standards
+
+### Visual Identity Checklist
+
+```text
+Visual Compliance Check
+├── Logo Usage
+│   ├── Correct version selected (primary, secondary, icon)
+│   ├── Minimum clear space maintained
+│   ├── Minimum size requirements met
+│   ├── No unauthorized modifications
+│   ├── Approved color variations only
+│   └── Correct placement and alignment
+├── Color Palette
+│   ├── Primary colors within hex/RGB tolerance
+│   ├── Secondary colors used appropriately
+│   ├── Color ratios follow brand proportions
+│   ├── Accessible contrast ratios maintained
+│   └── No unapproved colors introduced
+├── Typography
+│   ├── Approved typefaces only
+│   ├── Correct weight and style hierarchy
+│   ├── Minimum size requirements met
+│   ├── Line height and spacing per spec
+│   └── Fallback fonts specified
+├── Imagery
+│   ├── Photography style matches guidelines
+│   ├── Illustration style consistent
+│   ├── Image quality meets minimum resolution
+│   ├── Appropriate representation and diversity
+│   └── Licensed or owned assets only
+└── Layout
+    ├── Grid system followed
+    ├── Margin and padding per spec
+    ├── Visual hierarchy maintained
+    └── Responsive behavior correct
+```
+
+### Visual Deviation Severity
+
+| Severity | Examples | Action |
+|----------|----------|--------|
+| Critical | Wrong logo, competitor colors, unlicensed images | Block publication immediately |
+| High | Incorrect logo spacing, wrong typeface, poor contrast | Return for correction before publishing |
+| Medium | Slightly off-brand color shade, suboptimal image crop | Flag for next revision cycle |
+| Low | Minor spacing inconsistency, acceptable font substitution | Log for style guide update discussion |
+
+---
+
+## Content Review Workflows
+
+### Review Tier System
+
+```text
+Content Review Tiers
+├── Tier 1: Self-Service (Low Risk)
+│   ├── Internal communications
+│   ├── Social media replies and comments
+│   ├── Routine email updates
+│   └── Review: Creator self-check against checklist
+├── Tier 2: Peer Review (Medium Risk)
+│   ├── Blog posts and articles
+│   ├── Social media campaigns
+│   ├── Email marketing campaigns
+│   └── Review: One brand team member review
+├── Tier 3: Brand Team Review (High Risk)
+│   ├── Advertising campaigns
+│   ├── Press releases
+│   ├── Landing pages and website updates
+│   └── Review: Brand manager + legal if needed
+└── Tier 4: Executive Review (Critical Risk)
+    ├── Crisis communications
+    ├── Brand partnership announcements
+    ├── Major campaign launches
+    └── Review: Brand lead + executive sponsor + legal
+```
+
+### Content Review Checklist
+
+```markdown
+## Content Review: [Content Title]
+
+**Channel**: [Where this will be published]
+**Review Tier**: [1/2/3/4]
+**Reviewer**: [Name]
+**Date**: [Date]
+
+### Voice & Tone
+- [ ] Matches defined brand voice attributes
+- [ ] Tone appropriate for channel and context
+- [ ] Vocabulary aligns with brand word list
+- [ ] No prohibited words or phrases used
+- [ ] Reading level appropriate for audience
+
+### Visual Identity
+- [ ] Logo usage correct (if applicable)
+- [ ] Color palette compliant
+- [ ] Typography follows guidelines
+- [ ] Imagery on-brand and properly licensed
+- [ ] Layout follows brand templates
+
+### Messaging
+- [ ] Core value proposition clear
+- [ ] Key messages aligned with current campaigns
+- [ ] Call to action consistent with brand standards
+- [ ] No conflicting claims with other channels
+- [ ] Factual claims verified and sourced
+
+### Compliance
+- [ ] Legal disclaimers included (if required)
+- [ ] Regulatory requirements met
+- [ ] Privacy policy referenced (if collecting data)
+- [ ] Accessibility standards met
+- [ ] Cultural sensitivity reviewed
+
+### Decision
+- [ ] Approved as-is
+- [ ] Approved with minor edits (noted below)
+- [ ] Requires revision (details below)
+- [ ] Rejected (reason below)
+
+**Notes**: [Specific feedback and required changes]
+```
+
+### Approval Workflow Timelines
+
+| Tier | Turnaround SLA | Escalation If Exceeded |
+|------|---------------|----------------------|
+| Tier 1 | Immediate (self-serve) | N/A |
+| Tier 2 | 4 business hours | Brand manager |
+| Tier 3 | 1 business day | Brand director |
+| Tier 4 | 2 business days | CMO or executive sponsor |
+
+---
+
+## Tone and Messaging Consistency
+
+### Tone Spectrum by Content Type
+
+| Content Type | Formality | Emotion | Authority | Example Anchor |
+|-------------|-----------|---------|-----------|----------------|
+| Social media (organic) | Low-Medium | High | Low-Medium | Friendly peer |
+| Social media (paid) | Medium | Medium-High | Medium | Confident advisor |
+| Email newsletter | Medium | Medium | Medium | Trusted colleague |
+| Email transactional | Medium-High | Low | Medium-High | Professional partner |
+| Blog / thought leadership | Medium | Medium | High | Industry expert |
+| Advertising (brand) | Low-Medium | High | Medium | Inspiring leader |
+| Advertising (performance) | Medium | Medium | Medium-High | Solutions provider |
+| Website (homepage) | Medium | Medium-High | High | Brand ambassador |
+| Website (support/FAQ) | Medium | Low | Medium | Helpful guide |
+| Press release | High | Low | High | Corporate voice |
+| Crisis communication | High | Low-Medium | Very High | Accountable leader |
+
+### Message Hierarchy
+
+```text
+Message Hierarchy
+├── Level 1: Brand Promise
+│   └── The single most important idea the brand stands for
+├── Level 2: Pillar Messages (3-5)
+│   └── Key themes that support the brand promise
+├── Level 3: Proof Points
+│   └── Evidence, data, testimonials that validate pillar messages
+└── Level 4: Channel-Specific Copy
+    └── Adapted expressions for each platform and format
+```
+
+### Consistency Checks
+
+- **Cross-channel audit**: Monthly comparison of messaging across all active channels
+- **Campaign coherence review**: Verify all campaign assets share consistent theme and CTA
+- **Temporal consistency**: Ensure current content does not contradict recent past content
+- **Stakeholder alignment**: Quarterly sync between marketing, sales, support, and product on messaging
+
+---
+
+## Ethical Guidelines and Sensitivity Review
+
+### Ethical Review Framework
+
+```text
+Ethical Review Areas
+├── Truthfulness
+│   ├── No misleading claims or implications
+│   ├── Statistics cited with context and source
+│   ├── Testimonials genuine and representative
+│   ├── Before/after comparisons fair and documented
+│   └── Competitive claims substantiated
+├── Inclusivity
+│   ├── Representation across demographics
+│   ├── Language free from bias and stereotypes
+│   ├── Accessible to people with disabilities
+│   ├── Culturally appropriate across target markets
+│   └── Gender-neutral language where possible
+├── Privacy
+│   ├── No personal data exposed without consent
+│   ├── User-generated content properly credited and permitted
+│   ├── Data collection transparent and minimal
+│   ├── Opt-out options clearly presented
+│   └── Children's privacy protections enforced
+├── Environmental Claims
+│   ├── Sustainability claims verifiable
+│   ├── No greenwashing or exaggeration
+│   ├── Certifications current and legitimate
+│   └── Carbon offset claims transparent
+└── Social Responsibility
+    ├── No exploitation of fear, shame, or insecurity
+    ├── Mental health impact considered
+    ├── Community impact assessed
+    └── Labor and supply chain claims verified
+```
+
+### Sensitivity Review Triggers
+
+| Trigger | Action | Reviewer Level |
+|---------|--------|---------------|
+| Content references current events or tragedies | Pause and assess timing and tone | Brand manager |
+| Content targets or features children | Full ethical and legal review | Legal + brand lead |
+| Content makes health or safety claims | Fact-check and regulatory review | Legal + subject expert |
+| Content addresses social or political topics | Sensitivity and stakeholder impact review | Brand lead + executive |
+| Content uses humor or satire | Audience perception test across demographics | Brand team |
+| Content features user-generated content | Consent, licensing, and representation review | Brand manager |
+| Content enters new geographic market | Cultural and regulatory review | Local expert + legal |
+
+### Ethical Escalation Protocol
+
+| Severity | Response Time | Action |
+|----------|--------------|--------|
+| Critical (legal risk, public harm) | Immediate | Pull content, notify legal, executive briefing |
+| High (misleading, exclusionary) | < 4 hours | Hold publication, brand team review |
+| Medium (tone-deaf, minor bias) | < 24 hours | Revise before next scheduled publish |
+| Low (best practice improvement) | Next review cycle | Note for training and guideline updates |
+
+---
+
+## Multi-Channel Brand Consistency
+
+### Channel Adaptation Matrix
+
+```text
+Channel Adaptation
+├── Social Media
+│   ├── Platform-specific format requirements
+│   ├── Hashtag and mention conventions
+│   ├── Emoji usage guidelines
+│   ├── Response time and engagement voice
+│   └── User-generated content reposting rules
+├── Email
+│   ├── Subject line voice and length
+│   ├── Preheader text conventions
+│   ├── Body copy tone by email type
+│   ├── CTA button copy standards
+│   └── Unsubscribe and footer requirements
+├── Advertising
+│   ├── Headline character limits and voice
+│   ├── Body copy density and readability
+│   ├── Legal disclaimer placement
+│   ├── Platform-specific creative specs
+│   └── A/B testing copy variation boundaries
+├── Website
+│   ├── Page-level voice guidelines
+│   ├── Navigation and label conventions
+│   ├── Error message and empty state copy
+│   ├── SEO keyword integration without voice sacrifice
+│   └── Microcopy and form label standards
+└── Customer Communications
+    ├── Support ticket response templates
+    ├── Chatbot personality and boundaries
+    ├── Onboarding sequence voice
+    ├── Renewal and retention messaging
+    └── Win-back and re-engagement tone
+```
+
+### Cross-Channel Consistency Audit Template
+
+```markdown
+## Cross-Channel Audit: [Quarter/Period]
+
+**Auditor**: [Name]
+**Date**: [Date]
+**Channels Reviewed**: [List]
+
+### Voice Consistency Matrix
+| Channel | Voice Score (1-5) | Key Deviations | Priority Fixes |
+|---------|------------------|----------------|----------------|
+| Social (organic) | | | |
+| Social (paid) | | | |
+| Email (marketing) | | | |
+| Email (transactional) | | | |
+| Website | | | |
+| Advertising | | | |
+| Customer support | | | |
+
+### Visual Consistency Matrix
+| Channel | Visual Score (1-5) | Key Deviations | Priority Fixes |
+|---------|-------------------|----------------|----------------|
+| Social (organic) | | | |
+| Social (paid) | | | |
+| Email | | | |
+| Website | | | |
+| Advertising | | | |
+
+### Message Alignment Check
+| Pillar Message | Channels Aligned | Channels Misaligned | Notes |
+|---------------|-----------------|--------------------|----- |
+| [Message 1] | | | |
+| [Message 2] | | | |
+| [Message 3] | | | |
+
+### Recommendations
+1. [Action with owner and timeline]
+2. [Action with owner and timeline]
+
+### Next Audit Date: [Date]
+```
+
+---
+
+## Brand Deviation Detection
+
+### Deviation Categories
+
+| Category | Description | Detection Method |
+|----------|-------------|-----------------|
+| Voice drift | Gradual shift in tone or vocabulary away from standards | Quarterly voice audit scoring |
+| Visual creep | Unauthorized modifications to visual elements | Automated asset scanning |
+| Message fragmentation | Conflicting claims across channels | Cross-channel audit |
+| Unauthorized extensions | New brand applications without approval | Brand asset usage monitoring |
+| Partner misuse | Third parties misrepresenting the brand | Partner content monitoring |
+| Employee freelancing | Staff creating off-brand content on behalf of company | Social media monitoring |
+
+### Deviation Severity and Response
+
+```text
+              Minor Drift     Moderate Shift    Major Break      Brand Crisis
+Detected      Coaching        Correction        Recall           War Room
+Pre-Publish   Flag            Revise            Block            Escalate
+Post-Publish  Note            Update            Retract          Crisis Protocol
+Recurring     Training        Process Review    Role Review      Governance Overhaul
+```
+
+### Brand Drift Indicators
+
+| Indicator | Warning Sign | Measurement |
+|-----------|-------------|-------------|
+| Vocabulary expansion | Unapproved terms appearing frequently | Content word frequency analysis |
+| Tone inconsistency | Channel-to-channel tone variance increasing | Cross-channel voice scoring delta |
+| Visual shortcuts | Logo modifications or color substitutions | Automated visual asset checks |
+| Message dilution | Core value proposition mentioned less frequently | Message tracking across content |
+| Approval bypass | Content published without required review | Workflow audit log analysis |
+
+---
+
+## Style Guide Enforcement
+
+### Style Guide Governance
+
+```text
+Style Guide Management
+├── Ownership
+│   ├── Brand team owns and maintains the guide
+│   ├── Quarterly review and update cycle
+│   ├── Change requests tracked and evaluated
+│   └── Version history maintained
+├── Distribution
+│   ├── Single source of truth (digital, always current)
+│   ├── New employee onboarding includes brand training
+│   ├── Agency and partner access controlled
+│   └── Quick-reference cards for common scenarios
+├── Enforcement
+│   ├── Pre-publish review gates per tier system
+│   ├── Automated checks for detectable violations
+│   ├── Post-publish monitoring and correction
+│   └── Compliance scoring in performance reviews
+└── Evolution
+    ├── Annual comprehensive review
+    ├── Market and audience feedback integration
+    ├── Competitive brand landscape monitoring
+    └── Emerging channel and format additions
+```
+
+### Word List Management
+
+| List Type | Purpose | Examples |
+|-----------|---------|---------|
+| Preferred terms | Always use these when describing brand concepts | [Brand-specific terms] |
+| Acceptable alternatives | Permitted but not preferred | [Synonyms and variants] |
+| Prohibited terms | Never use in brand communications | [Competitor terms, outdated terms, offensive terms] |
+| Industry jargon | Use only with technical audiences | [Technical terminology with audience notes] |
+| Inclusive language | Preferred over exclusionary alternatives | [Gender-neutral, ability-inclusive terms] |
+
+---
+
+## Crisis Communication Brand Alignment
+
+### Crisis Communication Voice
+
+```text
+Crisis Voice Principles
+├── Acknowledge immediately
+│   └── Do not hide or delay; silence is interpreted as indifference
+├── Lead with empathy
+│   └── Affected people first, brand reputation second
+├── Be factual and specific
+│   └── Say what you know, what you do not know, and what you are doing
+├── Maintain authority
+│   └── Confident and in control without being dismissive
+├── Stay consistent
+│   └── One message, one voice, across all channels simultaneously
+└── Commit to follow-up
+    └── State when the next update will come and deliver on that promise
+```
+
+### Crisis Content Checklist
+
+```markdown
+## Crisis Communication Review
+
+**Incident**: [Brief description]
+**Severity**: [Critical / High / Medium]
+**Spokesperson**: [Name and title]
+**Date/Time**: [Timestamp]
+
+### Message Checks
+- [ ] Opening acknowledges the situation directly
+- [ ] Empathy expressed for affected parties
+- [ ] Facts stated clearly without speculation
+- [ ] Actions being taken are specific and concrete
+- [ ] Timeline for next update is committed
+- [ ] Contact information for affected parties included
+- [ ] Legal has reviewed (if applicable)
+- [ ] Executive has approved
+
+### Brand Alignment Checks
+- [ ] Voice is authoritative but empathetic
+- [ ] No marketing language or promotional tone
+- [ ] Visual treatment is subdued and appropriate
+- [ ] Consistent message prepared for all channels
+- [ ] Social media auto-scheduled content paused
+- [ ] Advertising campaigns reviewed for tone conflicts
+- [ ] Customer support team briefed with approved talking points
+
+### Distribution
+- [ ] Website statement published
+- [ ] Social media statement posted (all platforms)
+- [ ] Email sent to affected customers
+- [ ] Press release distributed (if warranted)
+- [ ] Internal communications sent to employees
+- [ ] Partner notification sent (if applicable)
+```
+
+### Crisis Brand Recovery
+
+| Phase | Timeframe | Brand Focus |
+|-------|-----------|-------------|
+| Immediate response | 0-24 hours | Empathy, transparency, accountability |
+| Active management | 1-7 days | Consistent updates, action demonstration |
+| Resolution | 1-4 weeks | Results communication, prevention measures |
+| Recovery | 1-3 months | Gradual return to normal voice, trust rebuilding |
+| Reinforcement | 3-6 months | Values demonstration through actions, not words |
+
+---
+
+## Common Pitfalls
+
+### 1. Rigid Enforcement Without Context
+
+Wrong: Apply identical voice rules to every channel and format without adaptation.
+
+Right: Define a core voice that adapts to channel norms while retaining recognizable personality.
+
+### 2. Style Guide Shelfware
+
+Wrong: Create a comprehensive 200-page brand guide that nobody reads after launch day.
+
+Right: Maintain a living, searchable digital guide with quick-reference tools for daily use.
+
+### 3. Approval Bottlenecks
+
+Wrong: Route every social media post through a three-person approval chain.
+
+Right: Tier content by risk level. Empower creators with training and self-serve checklists for low-risk content.
+
+### 4. Inconsistent Enforcement
+
+Wrong: Strictly enforce brand standards for marketing but ignore sales, support, and internal comms.
+
+Right: Brand standards apply everywhere the brand speaks, including internal communications that leak externally.
+
+### 5. Ignoring Brand Evolution
+
+Wrong: Treat the style guide as permanent. Never update voice or visual standards.
+
+Right: Schedule annual comprehensive reviews. Update for new channels, audience shifts, and market changes.
+
+### 6. Ethics as Afterthought
+
+Wrong: Add sensitivity review as a final step after content is fully produced and scheduled.
+
+Right: Integrate ethical considerations at the briefing and concept stage, not just the review stage.
+
+### 7. Channel Silos
+
+Wrong: Let each channel team develop their own interpretation of the brand independently.
+
+Right: Conduct regular cross-channel audits and maintain a single source of truth for brand standards.
+
+---
+
+## Resources
+
+- [Building a StoryBrand - Donald Miller](https://www.goodreads.com/book/show/34460583-building-a-storybrand)
+- [Brand Gap - Marty Neumeier](https://www.goodreads.com/book/show/106723.The_Brand_Gap)
+- [WCAG 2.1 Accessibility Guidelines](https://www.w3.org/TR/WCAG21/)
+- [FTC Advertising Guidelines](https://www.ftc.gov/business-guidance/advertising-marketing)
+- [Inclusive Language Guide - APA](https://www.apa.org/about/apa/equity-diversity-inclusion/language-guidelines)
+- [Content Style Guide - Mailchimp](https://styleguide.mailchimp.com/)

package/templates/creative/content-creation-expert/.cursor/rules/content-strategy.mdc

@@ -0,0 +1,65 @@
+---
+description: Content Strategy
+alwaysApply: false
+---
+
+# Content Strategy
+
+Planning, aligning, and governing content programs that connect audience needs to business objectives.
+
+## Core Principle
+
+**Every piece answers three questions before production: Who is it for? What should they do after? How will we measure success?**
+
+## Audience Research
+
+Segment by: role, buying stage, sophistication level, motivation, objections, preferred format. Build personas from observed behavior — not assumptions — with goals, pain points, content preferences, and trigger events.
+
+## Content Pillar Development
+
+Select pillars by evaluating:
+
+| Criterion | Weight |
+|-----------|--------|
+| Audience demand | High |
+| Business relevance | High |
+| Competitive gap | Medium |
+| Internal expertise | Medium |
+| Longevity | Medium |
+
+Validate content-market fit: identify pain points from sales/support, map to topics, assess competition, validate with keyword data, pilot with minimum viable content, measure before investing in long-form.
+
+## Editorial Calendar
+
+- **Quarterly themes** aligned to business objectives
+- **Monthly focus areas** with campaign and product milestones
+- **Weekly content slots**: 70% planned, 30% reactive/flexible
+- **Content mix**: TOFU 50-60%, MOFU 25-35%, BOFU 10-20%
+
+## Content Governance
+
+| Domain | Enforcement |
+|--------|-------------|
+| Brand voice | Editorial review gate |
+| Legal compliance | Legal review for regulated topics |
+| Accessibility | WCAG checklist at publish |
+| Data accuracy | Fact-check in substantive edit pass |
+| Content freshness | Quarterly audit with age thresholds |
+| Taxonomy | Controlled vocabulary via CMS |
+
+Audit cadence: monthly (top 20 pages), quarterly (content > 6 months), annually (full inventory).
+
+## Measurement
+
+| Tier | Metrics | Purpose |
+|------|---------|---------|
+| Reach | Pageviews, impressions, unique visitors | Is it being found? |
+| Engagement | Time on page, scroll depth, bounce rate | Is it being consumed? |
+| Conversion | Signups, downloads, demo requests | Is it driving action? |
+| Revenue | Pipeline influenced, deals closed | Is it moving the business? |
+
+## Common Pitfalls
+
+- **Strategy by committee**: Too many stakeholders dilute voice and slow production
+- **Persona fiction**: Building personas from assumptions, not observed behavior
+- **Ignoring distribution**: Spend as much effort on promotion as creation