arkaos 4.26.0 → 4.28.0

package/departments/marketing/skills/competitor-profile/references/tool-reference.md

@@ -0,0 +1,179 @@
+# MCP Tool Reference for Competitor Profiling
+
+Quick reference for the Firecrawl and DataForSEO MCP tools used in competitor profiling.
+
+## Contents
+- Firecrawl Tools (site scraping)
+- DataForSEO Tools (SEO & market data)
+- Recommended Execution Order
+- Error Handling
+
+---
+
+## Firecrawl Tools
+
+### firecrawl_map
+**Purpose**: Discover all URLs on a competitor's site to identify key pages.
+**When to use**: First step for every competitor — before scraping individual pages.
+**Key output**: List of URLs with their page types/paths.
+**Tip**: Look for paths containing `/pricing`, `/features`, `/about`, `/customers`, `/integrations`, `/blog`, `/changelog`.
+
+### firecrawl_scrape
+**Purpose**: Extract content from a single page as clean markdown.
+**When to use**: After mapping, scrape each key page individually.
+**Key output**: Page content in markdown format — headlines, body text, structured data.
+**Tip**: Scrape homepage first — it reveals positioning, audience, and social proof in one shot.
+
+### firecrawl_search
+**Purpose**: Search the web for specific content about a competitor.
+**When to use**: Finding review pages, press coverage, or competitor mentions not on their own site.
+**Example queries**:
+- `"[Competitor Name]" site:g2.com`
+- `"[Competitor Name]" review`
+- `"[Competitor Name]" funding OR raised`
+
+### firecrawl_crawl
+**Purpose**: Crawl multiple pages from a site in one operation.
+**When to use**: Deep profiles where you want to analyze many pages (e.g., all feature pages, all blog posts). More expensive — use selectively.
+**Tip**: Set page limits to avoid crawling entire sites. Target specific URL patterns.
+
+### firecrawl_extract
+**Purpose**: Extract structured data from a page using a schema.
+**When to use**: When you need specific data points in a consistent format (e.g., pricing tier details, feature lists).
+**Tip**: Define a clear schema for what you want extracted — more reliable than parsing raw markdown.
+
+---
+
+## DataForSEO MCP Tools
+
+### Domain-Level Intelligence
+
+#### backlinks_summary
+**Purpose**: Get domain authority, total backlinks, referring domains, spam score.
+**Input**: Target domain (e.g., `competitor.com`)
+**Key metrics**: `domain_rank`, `total_backlinks`, `referring_domains`, `backlinks_spam_score`
+
+#### backlinks_referring_domains
+**Purpose**: List top referring domains — shows where their link equity comes from.
+**Input**: Target domain + limit
+**Key metrics**: Per-domain: `rank`, `backlinks`, `domain` name
+
+#### dataforseo_labs_google_domain_rank_overview
+**Purpose**: Organic search overview — traffic, keywords, traffic value.
+**Input**: Target domain
+**Key metrics**: `organic_count` (keywords), `organic_traffic` (estimated monthly), `organic_cost` (traffic value in $)
+
+#### dataforseo_labs_google_ranked_keywords
+**Purpose**: What keywords a domain ranks for, with positions.
+**Input**: Target domain
+**Key metrics**: Per-keyword: `keyword`, `position`, `search_volume`, `url` (ranking page)
+**Tip**: Sort by traffic to find their highest-value keywords.
+
+#### dataforseo_labs_google_keywords_for_site
+**Purpose**: Keywords relevant to a domain — broader than ranked keywords, includes opportunities.
+**Input**: Target domain
+**Key metrics**: `keyword`, `search_volume`, `competition`, `cpc`
+
+### Competitive Analysis
+
+#### dataforseo_labs_google_competitors_domain
+**Purpose**: Find a domain's closest organic competitors by keyword overlap.
+**Input**: Target domain
+**Key metrics**: `domain`, `avg_position`, `intersections` (shared keywords), `full_domain_rank`
+**Tip**: May reveal competitors the user hasn't considered.
+
+#### dataforseo_labs_google_domain_intersection
+**Purpose**: Find keywords where two domains both rank — shows direct competition.
+**Input**: Two target domains
+**Key metrics**: `keyword`, position for each domain, `search_volume`
+**Tip**: Use this to compare the user's domain vs. each competitor.
+
+#### dataforseo_labs_google_relevant_pages
+**Purpose**: Find a domain's most important pages by organic traffic.
+**Input**: Target domain
+**Key metrics**: `page`, `metrics` (traffic, keywords per page)
+**Tip**: Reveals their content strategy — which pages drive the most value.
+
+### Technology Detection
+
+#### domain_analytics_technologies_domain_technologies
+**Purpose**: Detect the technology stack a domain uses.
+**Input**: Target domain
+**Key metrics**: Technologies grouped by category (CMS, analytics, marketing, payments, etc.)
+
+### Backlink Deep Dive
+
+#### backlinks_backlinks
+**Purpose**: List individual backlinks to a domain.
+**Input**: Target domain + limit
+**Key metrics**: `url_from`, `url_to`, `anchor`, `domain_from_rank`, `is_new`
+
+#### backlinks_bulk_ranks
+**Purpose**: Compare domain ranks across multiple domains at once.
+**Input**: Array of target domains
+**Key metrics**: `domain_rank` per domain
+**Tip**: Use this for the summary comparison table.
+
+---
+
+## Recommended Execution Order
+
+### Quick Scan (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel:
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. dataforseo_labs_google_domain_rank_overview → organic metrics
+   d. backlinks_summary → domain authority
+3. Synthesize into abbreviated profile
+```
+
+### Deep Profile (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel (batch 1 — scraping):
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. firecrawl_scrape → features page(s)
+   d. firecrawl_scrape → about page
+   e. firecrawl_scrape → customers/case studies page
+   f. firecrawl_scrape → integrations page
+3. In parallel (batch 2 — SEO data):
+   a. dataforseo_labs_google_domain_rank_overview
+   b. dataforseo_labs_google_ranked_keywords
+   c. backlinks_summary
+   d. backlinks_referring_domains
+   e. dataforseo_labs_google_relevant_pages
+   f. dataforseo_labs_google_competitors_domain
+4. In parallel (batch 3 — optional extras):
+   a. domain_analytics_technologies_domain_technologies
+   b. firecrawl_search → G2/Capterra reviews
+   c. dataforseo_labs_google_domain_intersection (vs. user's domain)
+5. Synthesize into full profile
+```
+
+### Multi-Competitor (3+ competitors)
+
+```
+1. Map all competitor sites in parallel
+2. Scrape all homepages in parallel, then pricing pages in parallel
+3. Pull domain_rank_overview for all in parallel
+4. Pull backlinks_bulk_ranks for all at once
+5. Build profiles in sequence (synthesis requires focus)
+6. Build summary comparison last
+```
+
+---
+
+## Error Handling
+
+| Issue | Action |
+|-------|--------|
+| Firecrawl scrape returns empty/blocked | Try with `firecrawl_browser_create` for JS-heavy sites |
+| Pricing page not found in map | Search for `/pricing`, `/plans`, `/packages` — some sites use different paths |
+| DataForSEO returns no data for domain | Domain may be too new or too small — note "insufficient data" in profile |
+| Rate limits hit | Space out requests; prioritize highest-value data first |
+| Review page scraping blocked | Use `firecrawl_search` to find cached or alternative review sources |

package/departments/marketing/skills/content-strategy/SKILL.md

@@ -0,0 +1,398 @@
+---
+name: mkt/content-strategy
+description: >
+  Plan a content strategy — content pillars, topic clusters, an editorial
+  calendar, and what to actually write to drive traffic, authority, and
+  leads by being searchable, shareable, or both. TRIGGER: "content
+  strategy", "what should I write about", "content ideas", "blog strategy",
+  "topic clusters", "content planning", "editorial calendar", "content
+  marketing", "content roadmap", "content pillars", "blog topics", "não
+  sei o que escrever", "que conteúdo devo criar", "/mkt content-strategy".
+  Decide what content to produce, not just write it. SKIP: writing an
+  individual piece -> landing/copy-framework; a technical SEO / on-page
+  audit -> mkt/seo-audit; scaled programmatic content ->
+  mkt/programmatic-seo; a social-media content plan -> mkt/social-strategy.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# Content Strategy — `/mkt content-strategy`
+
+> **Agent:** Mariana (Content Marketer) | **Frameworks:** Searchable vs Shareable, Topic Clusters (Hub & Spoke), Buyer-Stage Keyword Mapping
+
+You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.
+
+## Before Planning
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
+
+Gather this context (ask if not provided):
+
+### 1. Business Context
+- What does the company do?
+- Who is the ideal customer?
+- What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
+- What problems does your product solve?
+
+### 2. Customer Research
+- What questions do customers ask before buying?
+- What objections come up in sales calls?
+- What topics appear repeatedly in support tickets?
+- What language do customers use to describe their problems?
+
+### 3. Current State
+- Do you have existing content? What's working?
+- What resources do you have? (writers, budget, time)
+- What content formats can you produce? (written, video, audio)
+
+### 4. Competitive Landscape
+- Who are your main competitors?
+- What content gaps exist in your market?
+
+---
+
+## Searchable vs Shareable
+
+Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.
+
+**Searchable content** captures existing demand. Optimized for people actively looking for answers.
+
+**Shareable content** creates demand. Spreads ideas and gets people talking.
+
+### When 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
+
+### When 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 Content 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.
+
+**Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient.
+
+**Template Libraries**
+High-intent keywords + product adoption.
+- Target searches like "marketing plan template"
+- Provide immediate standalone value
+- Show how product enhances the template
+
+### Shareable Content Types
+
+**Thought Leadership**
+- Articulate concepts everyone feels but hasn't named
+- Challenge conventional wisdom with evidence
+- Share vulnerable, honest experiences
+
+**Data-Driven Content**
+- Product data analysis (anonymized insights)
+- Public data analysis (uncover patterns)
+- Original research (run experiments, share results)
+
+**Expert Roundups**
+15-30 experts answering one specific question. Built-in distribution.
+
+**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 **programmatic-seo** skill.
+
+---
+
+## Content Pillars and Topic Clusters
+
+Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.
+
+Most of the time, all content can live under `/blog` with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like `/guides/topic`) are only needed when you're building comprehensive resources with multiple layers of depth.
+
+### 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
+│   └── Article F
+└── Subtopic Cluster 3
+    ├── Article G
+    ├── Article H
+    └── Article I
+```
+
+### 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
+
+---
+
+## Keyword Research by Buyer Stage
+
+Map topics to the buyer's journey using proven keyword modifiers:
+
+### Awareness Stage
+Modifiers: "what is," "how to," "guide to," "introduction to"
+
+Example: If customers ask about project management basics:
+- "What is Agile Project Management"
+- "Guide to Sprint Planning"
+- "How to Run a Standup Meeting"
+
+### Consideration Stage
+Modifiers: "best," "top," "vs," "alternatives," "comparison"
+
+Example: If customers evaluate multiple tools:
+- "Best Project Management Tools for Remote Teams"
+- "Asana vs Trello vs Monday"
+- "Basecamp Alternatives"
+
+### Decision Stage
+Modifiers: "pricing," "reviews," "demo," "trial," "buy"
+
+Example: If pricing comes up in sales calls:
+- "Project Management Tool Pricing Comparison"
+- "How to Choose the Right Plan"
+- "[Product] Reviews"
+
+### Implementation Stage
+Modifiers: "templates," "examples," "tutorial," "how to use," "setup"
+
+Example: If support tickets show implementation struggles:
+- "Project Template Library"
+- "Step-by-Step Setup Tutorial"
+- "How to Use [Feature]"
+
+---
+
+## Content Ideation Sources
+
+### 1. Keyword Data
+
+If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for:
+- Topic clusters (group related keywords)
+- Buyer stage (awareness/consideration/decision/implementation)
+- Search intent (informational, commercial, transactional)
+- Quick wins (low competition + decent volume + high relevance)
+- Content gaps (keywords competitors rank for that you don't)
+
+Output as prioritized table:
+| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority |
+
+### 2. Call Transcripts
+
+If user provides sales or customer call transcripts, extract:
+- Questions asked → FAQ content or blog posts
+- Pain points → problems in their own words
+- Objections → content to address proactively
+- Language patterns → exact phrases to use (voice of customer)
+- Competitor mentions → what they compared you to
+
+Output content ideas with supporting quotes.
+
+### 3. Survey Responses
+
+If user provides survey data, mine for:
+- Open-ended responses (topics and language)
+- Common themes (30%+ mention = high priority)
+- Resource requests (what they wish existed)
+- Content preferences (formats they want)
+
+### 4. Forum Research
+
+Use web search to find content ideas:
+
+**Reddit:** `site:reddit.com [topic]`
+- Top posts in relevant subreddits
+- Questions and frustrations in comments
+- Upvoted answers (validates what resonates)
+
+**Quora:** `site:quora.com [topic]`
+- Most-followed questions
+- Highly upvoted answers
+
+**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord
+
+Extract: FAQs, misconceptions, debates, problems being solved, terminology used.
+
+### 5. Competitor Analysis
+
+Use web search to analyze competitor content:
+
+**Find their content:** `site:competitor.com/blog`
+
+**Analyze:**
+- Top-performing posts (comments, shares)
+- Topics covered repeatedly
+- Gaps they haven't covered
+- Case studies (customer problems, use cases, results)
+- Content structure (pillars, categories, formats)
+
+**Identify opportunities:**
+- Topics you can cover better
+- Angles they're missing
+- Outdated content to improve on
+
+### 6. Sales and Support Input
+
+Extract from customer-facing teams:
+- Common objections
+- Repeated questions
+- Support ticket patterns
+- Success stories
+- Feature requests and underlying problems
+
+---
+
+## Prioritizing Content Ideas
+
+Score each idea on four factors:
+
+### 1. Customer Impact (40%)
+- How frequently did this topic come up in research?
+- What percentage of customers face this challenge?
+- How emotionally charged was this pain point?
+- What's the potential LTV of customers with this need?
+
+### 2. Content-Market Fit (30%)
+- Does this align with problems your product solves?
+- Can you offer unique insights from customer research?
+- Do you have customer stories to support this?
+- Will this naturally lead to product interest?
+
+### 3. Search Potential (20%)
+- What's the monthly search volume?
+- How competitive is this topic?
+- Are there related long-tail opportunities?
+- Is search interest growing or declining?
+
+### 4. Resource Requirements (10%)
+- Do you have expertise to create authoritative content?
+- What additional research is needed?
+- What assets (graphics, data, examples) will you need?
+
+### Scoring Template
+
+| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total |
+|------|----------------------|-------------------------|----------------------|-----------------|-------|
+| Topic A | 8 | 9 | 7 | 6 | 8.0 |
+| Topic B | 6 | 7 | 9 | 8 | 7.1 |
+
+---
+
+## Output Format
+
+When creating a content strategy, provide:
+
+### 1. Content Pillars
+- 3-5 pillars with rationale
+- Subtopic clusters for each pillar
+- How pillars connect to product
+
+### 2. Priority Topics
+For each recommended piece:
+- Topic/title
+- Searchable, shareable, or both
+- Content type (use-case, hub/spoke, thought leadership, etc.)
+- Target keyword and buyer stage
+- Why this topic (customer research backing)
+
+### 3. Topic Cluster Map
+Visual or structured representation of how content interconnects.
+
+---
+
+## Task-Specific Questions
+
+1. What patterns emerge from your last 10 customer conversations?
+2. What questions keep coming up in sales calls?
+3. Where are competitors' content efforts falling short?
+4. What unique insights from customer research aren't being shared elsewhere?
+5. Which existing content drives the most conversions, and why?
+
+---
+
+## References
+
+- **[Headless CMS Guide](references/headless-cms.md)**: CMS selection, content modeling for marketing, editorial workflows, platform comparison (Sanity, Contentful, Strapi)
+
+---
+
+## Output → Obsidian
+
+Save the strategy — pillars, priority topics, and the topic-cluster map —
+to `WizardingCode/Marketing/content-strategy/<product>.md` in Obsidian
+(KB-first source of truth), so downstream `/mkt`, `/landing`, and
+`/content` skills can read it.
+
+## Related ArkaOS skills
+
+- **`landing/copy-framework`** — write the individual pieces once the strategy names them.
+- **`mkt/content-audit`** — audit and prune existing content before planning new.
+- **`mkt/seo-audit`** — technical SEO and on-page optimization for the pages you plan.
+- **`mkt/ai-seo`** — optimize content for AI search engines and getting cited by LLMs.
+- **`mkt/programmatic-seo`** — scaled, templated content generation.
+- **`mkt/calendar-plan`** — turn the plan into an editorial calendar.
+- **`mkt/social-strategy`** — the social-media content plan.
+- **`mkt/email-sequence`** — turn pillar topics into email-based content.