opencode-knowledge-work 0.0.0-stage → 0.1.1

package/content/marketing/skills/marketing-content-creation/SKILL.md

@@ -0,0 +1,157 @@
+---
+name: content-creation
+description: Draft marketing content across channels — blog posts, social media, email newsletters, landing pages, press releases, and case studies. Use when writing any marketing content, when you need channel-specific formatting, SEO-optimized copy, headline options, or calls to action.
+user-invocable: false
+---
+
+# Content Creation Skill
+
+Guidelines and frameworks for creating effective marketing content across channels.
+
+## Content Type Templates
+
+### Blog Post Structure
+1. **Headline** — clear, benefit-driven, includes primary keyword (aim for 60 characters or less for SEO)
+2. **Introduction** (100-150 words) — hook the reader with a question, statistic, bold claim, or relatable scenario. State what the post will cover. Include primary keyword.
+3. **Body sections** (3-5 sections) — each with a descriptive subheading (H2). Use H3 for subsections. One core idea per section with supporting evidence, examples, or data.
+4. **Conclusion** (75-100 words) — summarize key takeaways, reinforce the main message, include a call to action.
+5. **Meta description** — under 160 characters, includes primary keyword, compels the click.
+
+### Social Media Post Structure
+- **Hook** — first line grabs attention (question, bold statement, number)
+- **Body** — 2-4 concise points or a short narrative
+- **CTA** — what should the reader do next (comment, click, share, tag)
+- **Hashtags** — 3-5 relevant hashtags (platform-dependent)
+
+### Email Newsletter Structure
+- **Subject line** — under 50 characters, creates curiosity or states clear value
+- **Preview text** — complements the subject line, does not repeat it
+- **Header/hero** — visual anchor and one-line value statement
+- **Body sections** — 2-3 content blocks, each scannable with a bold intro sentence
+- **Primary CTA** — one clear action per email
+- **Footer** — unsubscribe link, company info, social links
+
+### Landing Page Structure
+- **Headline** — primary benefit in under 10 words
+- **Subheadline** — elaborates on the headline with supporting context
+- **Hero section** — headline, subheadline, primary CTA, supporting image or video
+- **Value propositions** — 3-4 benefit-driven sections with icons or images
+- **Social proof** — testimonials, logos, stats, case study snippets
+- **Objection handling** — FAQ or trust signals
+- **Final CTA** — repeat the primary call to action
+
+### Press Release Structure
+- **Headline** — factual, newsworthy, under 80 characters
+- **Subheadline** — optional, adds context
+- **Dateline** — city, state, date
+- **Lead paragraph** — who, what, when, where, why in 2-3 sentences
+- **Body paragraphs** — supporting details, quotes, context
+- **Boilerplate** — company description (standardized)
+- **Media contact** — name, email, phone
+
+### Case Study Structure
+- **Title** — "[Customer] achieves [result] with [product]"
+- **Snapshot** — customer name, industry, company size, product used, key result (sidebar or callout box)
+- **Challenge** — what problem the customer faced
+- **Solution** — what was implemented and how
+- **Results** — quantified outcomes with specific metrics
+- **Quote** — customer testimonial
+- **CTA** — learn more, get a demo, read more case studies
+
+## Writing Best Practices by Channel
+
+### Blog
+- Write at an 8th-grade reading level for broad audiences; adjust up for technical audiences
+- Use short paragraphs (2-4 sentences)
+- Include subheadings every 200-300 words
+- Use bullet points and numbered lists to break up text
+- Include at least one data point, example, or quote per section
+- Write in active voice
+- Front-load key information in each section
+
+### Social Media
+- **LinkedIn**: professional but human, paragraph breaks for readability, personal stories and lessons perform well, 1,300 characters is the sweet spot before "see more"
+- **Twitter/X**: concise and punchy, strong opening words, threads for longer narratives, engage with replies
+- **Instagram**: visual-first captions, storytelling hooks, line breaks for readability, hashtags in first comment or at end
+- **Facebook**: conversational tone, questions drive comments, shorter posts (under 80 characters) get more engagement for links
+
+### Email
+- Write subject lines that create urgency, curiosity, or state clear value
+- Personalize where possible (name, company, behavior)
+- One primary CTA per email — make it visually distinct
+- Keep body copy scannable: bold key phrases, short paragraphs, bullet points
+- Test everything: subject lines, send times, CTA copy, layout
+- Mobile-first: most email is read on mobile
+
+### Web (Landing Pages, Product Pages)
+- Lead with benefits, not features
+- Use "you" language — speak to the reader directly
+- Minimize jargon unless the audience expects it
+- Every section should answer "so what?" from the reader's perspective
+- Reduce friction: fewer form fields, clear next steps, trust signals near CTAs
+
+## SEO Fundamentals for Content
+
+### Keyword Strategy
+- Identify one primary keyword and 2-3 secondary keywords per piece
+- Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug
+- Use secondary keywords naturally in body copy and subheadings
+- Do not keyword-stuff — write for humans first
+
+### On-Page SEO Checklist
+- Title tag: under 60 characters, includes primary keyword
+- Meta description: under 160 characters, includes primary keyword, compels click
+- URL slug: short, descriptive, includes primary keyword
+- H1: one per page, matches or closely reflects the title tag
+- H2/H3: descriptive, include secondary keywords where natural
+- Image alt text: descriptive, includes keyword where relevant
+- Internal links: 2-3 links to related content on your site
+- External links: 1-2 links to authoritative sources
+
+### Content-SEO Integration
+- Aim for comprehensive coverage of the topic (search engines reward depth)
+- Answer related questions (check "People Also Ask" for ideas)
+- Update and refresh high-performing content regularly
+- Structure content for featured snippets: definition paragraphs, numbered lists, tables
+
+## Headline and Hook Formulas
+
+### Headline Formulas
+- **How to [achieve result] [without common obstacle]** — "How to Double Your Email Open Rates Without Sending More Emails"
+- **[Number] [adjective] ways to [achieve result]** — "7 Proven Ways to Reduce Customer Churn"
+- **Why [common belief] is wrong (and what to do instead)** — "Why More Content Is Not the Answer (And What to Do Instead)"
+- **The [adjective] guide to [topic]** — "The Complete Guide to B2B Content Marketing"
+- **[Do this], not [that]** — "Build a Community, Not Just an Audience"
+- **What [impressive result] taught us about [topic]** — "What 10,000 A/B Tests Taught Us About Email Subject Lines"
+- **[topic]: what [audience] needs to know in [year]** — "SEO: What Marketers Need to Know in 2025"
+
+### Hook Formulas (Opening Lines)
+- **Surprising statistic**: "73% of marketers say their biggest challenge is not budget — it is focus."
+- **Contrarian statement**: "The best marketing campaigns start with saying no to most channels."
+- **Question**: "When was the last time a marketing email actually changed what you bought?"
+- **Scenario**: "Imagine launching a campaign and knowing, before it goes live, which messages will land."
+- **Bold claim**: "Most landing pages lose half their visitors in the first three seconds."
+- **Story opening**: "Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it."
+
+## Call-to-Action Best Practices
+
+### CTA Principles
+- Use action verbs: "Get", "Start", "Download", "Join", "Try", "See"
+- Be specific about what happens next: "Start your free trial" is better than "Submit"
+- Create urgency when genuine: "Join 500 teams already using this" or "Limited spots available"
+- Reduce risk: "No credit card required", "Cancel anytime", "Free for 14 days"
+- One primary CTA per page or email — too many choices reduce conversions
+
+### CTA Examples by Context
+- **Blog post**: "Read our complete guide to [topic]" / "Subscribe for weekly insights"
+- **Landing page**: "Start free trial" / "Get a demo" / "See pricing"
+- **Email**: "Read the full story" / "Claim your spot" / "Reply and tell us"
+- **Social media**: "Drop a comment if you agree" / "Save this for later" / "Link in bio"
+- **Case study**: "See how [product] can work for your team" / "Talk to our team"
+
+### CTA Placement
+- Above the fold on landing pages (do not make users scroll to act)
+- After establishing value in emails (not in the first sentence)
+- At the end of blog posts (after you have earned the reader's trust)
+- In-line within content when contextually relevant (e.g., a related guide mention)
+- Repeat the primary CTA at the bottom of long-form pages

package/content/marketing/skills/marketing-draft-content/SKILL.md

@@ -0,0 +1,117 @@
+---
+name: draft-content
+description: Draft blog posts, social media, email newsletters, landing pages, press releases, and case studies with channel-specific formatting and SEO recommendations. Use when writing any marketing content, when you need headline or subject line options, or when adapting a message for a specific platform, audience, and brand voice.
+argument-hint: "<content type and topic>"
+---
+
+# Draft Content
+
+> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
+
+Generate marketing content drafts tailored to a specific content type, audience, and brand voice.
+
+## Trigger
+
+User runs `/draft-content` or asks to draft, write, or create marketing content.
+
+## Inputs
+
+Gather the following from the user. If not provided, ask before proceeding:
+
+1. **Content type** — one of:
+   - Blog post
+   - Social media post (specify platform: LinkedIn, Twitter/X, Instagram, Facebook)
+   - Email newsletter
+   - Landing page copy
+   - Press release
+   - Case study
+
+2. **Topic** — the subject or theme of the content
+
+3. **Target audience** — who this content is for (role, industry, seniority, pain points)
+
+4. **Key messages** — 2-4 main points or takeaways to communicate
+
+5. **Tone** — e.g., authoritative, conversational, inspirational, technical, witty (optional if brand voice is configured)
+
+6. **Length** — target word count or format constraint (e.g., "1000 words", "280 characters", "3 paragraphs")
+
+## Brand Voice
+
+- If the user has a brand voice configured in their local settings file, apply it automatically. Inform the user that brand voice settings are being applied.
+- If no brand voice is configured, ask: "Do you have brand voice guidelines you'd like me to follow? If not, I'll use a neutral professional tone."
+- Apply the specified or default tone consistently throughout the draft.
+
+## Content Generation by Type
+
+### Blog Post
+- Engaging headline (provide 2-3 options)
+- Introduction with a hook (question, statistic, bold statement, or story)
+- 3-5 organized sections with descriptive subheadings
+- Supporting points, examples, or data references in each section
+- Conclusion with a clear call to action
+- SEO considerations: suggest a primary keyword, include it in the headline and first paragraph, use related keywords in subheadings
+
+### Social Media Post
+- Platform-appropriate format and length
+- Hook in the first line
+- Hashtag suggestions (3-5 relevant hashtags)
+- Call to action or engagement prompt
+- Emoji usage appropriate to brand and platform
+- If LinkedIn: professional framing, paragraph breaks for readability
+- If Twitter/X: concise, punchy, within character limit
+- If Instagram: visual-first language, story-driven, hashtag block
+
+### Email Newsletter
+- Subject line (provide 2-3 options with open-rate considerations)
+- Preview text
+- Greeting
+- Body sections with clear hierarchy
+- Call to action button text
+- Sign-off
+- Unsubscribe note reminder
+
+### Landing Page Copy
+- Headline and subheadline
+- Hero section copy
+- Value propositions (3-4 benefit-driven bullets or sections)
+- Social proof placeholder (suggest testimonial or stat placement)
+- Primary and secondary CTAs
+- FAQ section suggestions
+- SEO: meta title and meta description suggestions
+
+### Press Release
+- Headline following press release conventions
+- Dateline and location
+- Lead paragraph (who, what, when, where, why)
+- Supporting quotes (provide placeholder guidance)
+- Company boilerplate placeholder
+- Media contact placeholder
+- Standard press release formatting
+
+### Case Study
+- Title emphasizing the result
+- Customer overview (industry, size, challenge)
+- Challenge section
+- Solution section (what was implemented)
+- Results section with metrics (prompt user for data)
+- Customer quote placeholder
+- Call to action
+
+## SEO Considerations (for web content)
+
+For blog posts, landing pages, and other web-facing content:
+- Suggest a primary keyword based on the topic
+- Recommend keyword placement: headline, first paragraph, subheadings, meta description
+- Suggest internal and external linking opportunities
+- Recommend a meta description (under 160 characters)
+- Note image alt text opportunities
+
+## Output
+
+Present the draft with clear formatting. After the draft, include:
+- A brief note on what brand voice and tone were applied
+- Any SEO recommendations (for web content)
+- Suggestions for next steps (e.g., "Review with your team", "Add customer quotes", "Pair with a visual")
+
+Ask: "Would you like me to revise any section, adjust the tone, or create a variation for a different channel?"

package/content/marketing/skills/marketing-email-sequence/SKILL.md

@@ -0,0 +1,220 @@
+---
+name: email-sequence
+description: Design and draft multi-email sequences with full copy, timing, branching logic, exit conditions, and performance benchmarks. Use when building onboarding, lead nurture, re-engagement, win-back, or product launch flows, when you need a complete drip campaign with A/B test suggestions, or when mapping a sequence end-to-end with a flow diagram.
+argument-hint: "[sequence type]"
+---
+
+# Email Sequence
+
+> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
+
+Design and draft complete email sequences with full copy, timing, branching logic, and performance benchmarks for any lifecycle or campaign use case.
+
+## Trigger
+
+User runs `/email-sequence` or asks to create, design, build, or draft an email sequence, drip campaign, nurture flow, or onboarding series.
+
+## Inputs
+
+Gather the following from the user. If not provided, ask before proceeding:
+
+1. **Sequence type** — one of:
+   - Onboarding
+   - Lead nurture
+   - Re-engagement
+   - Product launch
+   - Event follow-up
+   - Upgrade/upsell
+   - Win-back
+   - Educational drip
+
+2. **Goal** — what the sequence should achieve (e.g., activate new users, convert leads to customers, reduce churn, drive event attendance, upsell to a higher tier)
+
+3. **Audience** — who receives this sequence, what stage they are at, and any relevant segmentation details (role, industry, behavior triggers, lifecycle stage)
+
+4. **Number of emails** (optional) — if not specified, recommend a count based on the sequence type using the templates in the Sequence Type Templates section below
+
+5. **Timing/cadence preferences** (optional) — desired spacing between emails (e.g., "every 3 days", "weekly", "aggressive first week then taper off")
+
+6. **Brand voice** — if configured in local settings, apply automatically and inform the user. If not configured, ask: "Do you have brand voice guidelines I should follow? If not, I'll use a clear, conversational professional tone."
+
+7. **Additional context** (optional):
+   - Specific offers, discounts, or incentives to include
+   - CTAs or landing pages to link to
+   - Content assets available (blog posts, case studies, videos, guides)
+   - Product features to highlight
+   - Competitor differentiators to reference
+
+## Process
+
+### 1. Sequence Strategy
+
+Before drafting any emails, define the overall sequence architecture:
+
+- **Narrative arc** — what story does this sequence tell across all emails? What is the emotional and logical progression from first email to last?
+- **Journey mapping** — map each email to a stage of the buyer or user journey (awareness, consideration, decision, activation, expansion)
+- **Escalation logic** — how does the intensity, urgency, or value of each email build on the previous one?
+- **Success definition** — what specific action signals that the sequence has done its job and the recipient should exit?
+
+### 2. Individual Email Design
+
+For each email in the sequence, produce:
+
+#### Subject Line
+- Provide 2-3 options per email
+- Vary approaches: curiosity, benefit-driven, urgency, personalization, question-based
+- Keep under 50 characters where possible; note preview behavior on mobile
+
+#### Preview Text
+- 40-90 characters that complement (not repeat) the subject line
+- Should add context or intrigue that increases open likelihood
+
+#### Email Purpose
+- One sentence explaining why this email exists and what it moves the recipient toward
+
+#### Body Copy
+- Full draft ready to use
+- Clear hierarchy: hook, body, CTA
+- Short paragraphs (2-3 sentences max)
+- Scannable formatting with bold key phrases where appropriate
+- Personalization tokens where relevant (e.g., first name, company name, product used)
+
+#### Primary CTA
+- Button text and destination
+- One primary CTA per email (secondary CTA only if appropriate for the sequence stage)
+
+#### Timing
+- Days after the trigger event or after the previous email
+- Note if timing should adjust based on engagement (e.g., "send sooner if they opened but did not click")
+
+#### Segment/Condition Notes
+- Who receives this email vs. who skips it
+- Any behavioral or attribute-based conditions (e.g., "only send to users who have not completed setup")
+
+### 3. Sequence Logic
+
+Define the flow control for the sequence:
+
+- **Branching conditions** — alternate paths based on engagement. For example:
+  - "If opened email 2 but did not click CTA, send email 2b (softer re-ask) instead of email 3"
+  - "If clicked CTA in email 1, skip email 2 and go directly to email 3"
+- **Exit conditions** — when a recipient converts (completes the desired action), remove them from the sequence. Define what "conversion" means for this sequence.
+- **Re-entry rules** — can someone re-enter the sequence? Under what conditions? (e.g., "if a user churns again 90 days later, re-enter the win-back sequence")
+- **Suppression rules** — do not send if the recipient is already in another active sequence, has unsubscribed from marketing, or has contacted support in the last 48 hours
+
+### 4. Performance Benchmarks
+
+Provide expected benchmarks based on the sequence type so the user can set targets:
+
+| Metric | Onboarding | Lead Nurture | Re-engagement | Win-back |
+|--------|-----------|--------------|---------------|----------|
+| Open rate | 50-70% | 20-30% | 15-25% | 15-20% |
+| Click-through rate | 10-20% | 3-7% | 2-5% | 2-4% |
+| Conversion rate | 15-30% | 2-5% | 3-8% | 1-3% |
+| Unsubscribe rate | <0.5% | <0.5% | 1-2% | 1-3% |
+
+Adjust benchmarks based on industry and audience if the user has provided that context.
+
+## Sequence Type Templates
+
+Use these as starting frameworks. Adapt length and content based on the user's goal and audience.
+
+**Onboarding (5-7 emails over 14-21 days):**
+Welcome and set expectations -- Quick win to demonstrate value -- Core feature deep dive -- Advanced feature or integration -- Social proof and community -- Check-in and feedback request -- Upgrade prompt or next steps
+
+**Lead Nurture (4-6 emails over 3-4 weeks):**
+Value-first educational content -- Pain point identification -- Solution positioning with proof -- Social proof and results -- Soft CTA (trial, demo, resource) -- Direct CTA (buy, book, sign up)
+
+**Re-engagement (3-4 emails over 10-14 days):**
+"We miss you" with a compelling reason to return -- Value reminder highlighting what they are missing -- Incentive or exclusive offer -- Last chance with clear deadline
+
+**Win-back (3-5 emails over 30 days):**
+Friendly check-in asking what went wrong -- What is new since they left -- Special offer or incentive to return -- Feedback request (even if they do not come back) -- Final goodbye with door open
+
+**Product Launch (4-6 emails over 2-3 weeks):**
+Teaser or pre-announcement -- Launch announcement with full details -- Feature spotlight or use case -- Social proof and early results -- Limited-time offer or bonus -- Last chance or reminder
+
+**Event Follow-up (3-4 emails over 7-10 days):**
+Thank you with key takeaways or recordings -- Resource roundup from the event -- Related offer or next step -- Feedback survey
+
+**Upgrade/Upsell (3-5 emails over 2-3 weeks):**
+Usage milestone or success celebration -- Feature gap or limitation they are hitting -- Upgrade benefits with proof -- Limited-time incentive -- Direct comparison of plans
+
+**Educational Drip (5-8 emails over 4-6 weeks):**
+Introduction and what they will learn -- Lesson 1: foundational concept -- Lesson 2: intermediate concept -- Lesson 3: advanced concept -- Practical application or exercise -- Resource roundup -- Graduation and next steps
+
+## Tool Integration
+
+### If ~~email marketing is connected (e.g., Klaviyo, Mailchimp, Customer.io)
+- Reference how to set up the sequence as a flow or automation in the platform
+- Note any platform-specific features to use (e.g., smart send time, conditional splits, A/B testing)
+- Map the branching logic to the platform's visual flow builder concepts
+
+### If ~~marketing automation or ~~CRM is connected (e.g., HubSpot, Marketo)
+- Reference lead scoring data to inform segmentation and exit conditions
+- Use lifecycle stage data to tailor messaging per segment
+- Note how to set enrollment triggers based on CRM properties or list membership
+
+### If no tools are connected
+- Deliver all email content in copy-paste-ready format
+- Include a setup checklist the user can follow in any email platform:
+  1. Create the automation or flow
+  2. Set the enrollment trigger
+  3. Add each email with the specified delays
+  4. Configure branching and exit conditions
+  5. Set up tracking for the recommended metrics
+
+## Output
+
+Present the complete sequence with the following sections:
+
+### Sequence Overview Table
+
+| # | Subject Line | Purpose | Timing | Primary CTA | Condition |
+|---|-------------|---------|--------|-------------|-----------|
+
+### Full Email Drafts
+Each email with subject line options, preview text, purpose, body copy, CTA, timing, and segment notes.
+
+### Sequence Flow Diagram
+A text-based diagram showing the email flow, branching paths, and exit points. Use a clear format such as:
+
+```
+[Trigger] --> Email 1 (Day 0)
+                |
+          Opened? --Yes--> Email 2 (Day 3)
+                |              |
+                No        Clicked CTA? --Yes--> [EXIT: Converted]
+                |              |
+                v              No
+          Email 1b (Day 2)     |
+                |              v
+                +--------> Email 3 (Day 7)
+                               |
+                               v
+                          Email 4 (Day 10)
+                               |
+                          [EXIT: Sequence complete]
+```
+
+### Branching Logic Notes
+Summary of all conditions, exits, and suppressions in a reference list.
+
+### A/B Test Suggestions
+- 2-3 recommended A/B tests (subject lines, CTA text, send time, email length)
+- What to test, how to split, and how to measure the winner
+
+### Metrics to Track
+- Primary conversion metric for the sequence
+- Per-email metrics: open rate, CTR, unsubscribe rate
+- Sequence-level metrics: overall conversion rate, time to conversion, drop-off points
+- Recommended review cadence (e.g., "Review performance weekly for the first month, then monthly")
+
+## After the Sequence
+
+Ask: "Would you like me to:
+- Revise the copy or tone for any specific email?
+- Add a branching path for a specific scenario?
+- Create a variation of this sequence for a different audience segment?
+- Draft the A/B test variants for the subject lines?
+- Build a companion sequence (e.g., a post-purchase follow-up after this lead nurture converts)?"