optbrew 0.0.0-stage → 0.1.2

package/skills/optbrew/modules/marketing-search/skills/content-strategy/references/headless-cms.md

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+# Headless CMS Guide
+
+Reference for choosing, modeling, and implementing a headless CMS for marketing content.
+
+## When to Use This Reference
+
+Use this when selecting a CMS for a new project, designing content models for marketing sites, setting up editorial workflows, or connecting CMS content to programmatic pages.
+
+---
+
+## Headless vs Traditional CMS
+
+A headless CMS separates content management from presentation. Content is stored in a structured backend and delivered via API to any frontend.
+
+### When Headless Makes Sense
+
+- Multiple frontends consume the same content (web, mobile, email)
+- Developers want full control over the frontend stack
+- Content needs to be reused across channels
+- You're building with a modern framework (Next.js, Remix, Astro)
+- Marketing needs structured, reusable content blocks
+
+### When Traditional Works Better
+
+- Small team with no dedicated developers
+- Simple blog or brochure site
+- WYSIWYG editing is a hard requirement
+- Budget is tight and WordPress/Webflow does the job
+
+### Decision Checklist
+
+| Factor | Headless | Traditional |
+|--------|----------|-------------|
+| Multi-channel delivery | Yes | Limited |
+| Developer control | Full | Constrained |
+| Non-technical editing | Requires setup | Built-in |
+| Time to launch | Longer | Faster |
+| Content reuse | Native | Manual |
+| Hosting flexibility | Any frontend | Platform-dependent |
+
+---
+
+## Content Modeling for Marketing
+
+### Core Principles
+
+1. **Think in types, not pages.** A "Landing Page" is a content type with fields — not an HTML file. This lets you reuse components across pages.
+2. **Separate content from presentation.** Store the headline text, not the styled headline. Presentation belongs in the frontend.
+3. **Design for reuse.** If testimonials appear on 5 pages, create a Testimonial type and reference it — don't duplicate.
+4. **Keep models flat.** Deeply nested structures are hard to query and maintain. Prefer references over nesting.
+
+### Common Marketing Content Types
+
+| Type | Key Fields | Notes |
+|------|-----------|-------|
+| **Landing Page** | title, slug, hero, sections[], seo | Modular sections for flexibility |
+| **Blog Post** | title, slug, body, author, category, tags, publishedAt, seo | Rich text or Portable Text body |
+| **Case Study** | title, customer, challenge, solution, results, metrics[], logo | Link to related products/features |
+| **Testimonial** | quote, author, role, company, avatar, rating | Reference from landing pages |
+| **FAQ** | question, answer, category | Group by category for programmatic pages |
+| **Author** | name, bio, avatar, social links | Reference from blog posts |
+| **CTA Block** | heading, body, buttonText, buttonUrl, variant | Reusable across pages |
+
+### SEO Fields Checklist
+
+Every page-level content type needs:
+
+- `metaTitle` — 50-60 characters
+- `metaDescription` — 150-160 characters
+- `ogImage` — 1200x630px social preview
+- `slug` — URL path segment
+- `canonicalUrl` — optional override
+- `noIndex` — boolean for excluding from search
+- `structuredData` — optional JSON-LD override
+
+---
+
+## Editorial Workflows
+
+### Draft → Review → Publish Cycle
+
+1. **Draft** — Author creates or edits content
+2. **Review** — Editor reviews for accuracy, brand voice, SEO
+3. **Approve** — Stakeholder signs off
+4. **Schedule** — Set publish date/time
+5. **Publish** — Content goes live via API
+
+### Preview APIs
+
+All major headless CMS platforms support draft previews:
+
+- **Sanity**: Real-time preview with `useLiveQuery` or Presentation tool
+- **Contentful**: Preview API (`preview.contentful.com`) with separate access token
+- **Strapi**: Draft & Publish system with `status=draft` query parameter (v5; replaces v4's `publicationState`)
+
+Set up a preview route in your frontend (e.g., `/api/preview`) that authenticates and renders draft content.
+
+### Roles and Permissions
+
+| Role | Can Create | Can Edit | Can Publish | Can Delete |
+|------|:----------:|:--------:|:-----------:|:----------:|
+| Author | Yes | Own | No | Own drafts |
+| Editor | Yes | All | Yes | Drafts |
+| Admin | Yes | All | Yes | All |
+
+Exact permission models vary by platform. Sanity uses role-based access. Contentful has space-level roles. Strapi has granular RBAC.
+
+---
+
+## Platform Comparison
+
+| Feature | Sanity | Contentful | Strapi |
+|---------|--------|------------|--------|
+| Hosting | Cloud (managed) | Cloud (managed) | Self-hosted or Cloud |
+| Query Language | GROQ | REST / GraphQL | REST / GraphQL |
+| Free Tier | Generous | Limited | Open source (free) |
+| Real-time Collab | Yes (built-in) | Limited | No |
+| Best For | Developer flexibility | Enterprise multi-locale | Budget / self-hosted |
+| Content Modeling | Schema-as-code | Web UI | Web UI or code |
+| Media Handling | Built-in DAM | Built-in | Plugin-based |
+
+### Sanity
+
+**Strengths**: GROQ query language is powerful and flexible. Schema defined in code (version-controlled). Real-time collaborative editing. Portable Text for rich content. Generous free tier.
+
+**Considerations**: Steeper learning curve for non-developers. Studio customization requires React knowledge. Vendor lock-in on GROQ queries.
+
+**Marketing fit**: Best when developers and marketers collaborate closely. Strong for content-heavy sites with complex models.
+
+### Contentful
+
+**Strengths**: Mature enterprise platform. Excellent multi-locale support. Strong ecosystem of integrations. Composable content with Studio. Well-documented APIs.
+
+**Considerations**: Pricing scales with content types and locales. Two separate APIs (Delivery and Management). Rate limits can be tight on lower plans.
+
+**Marketing fit**: Best for enterprises with multi-market content needs. Good when you need established vendor reliability.
+
+### Strapi
+
+**Strengths**: Open source, self-hosted option. Full control over data. No per-seat pricing. Customizable admin panel. Plugin ecosystem. REST by default, GraphQL via plugin.
+
+**Considerations**: Self-hosting means you handle infrastructure. Smaller ecosystem than Sanity/Contentful. V5 migration can be significant from V4.
+
+**Marketing fit**: Best for teams with DevOps capability who want full control and no vendor lock-in. Good for budget-conscious projects.
+
+### Others Worth Knowing
+
+- **Hygraph** — GraphQL-native, strong for federation and multi-source content
+- **Keystatic** — Git-based, good for developer-content hybrid workflows
+- **Payload** — TypeScript-first, self-hosted, code-configured like Sanity
+- **Builder.io** — Visual editor with headless backend, good for non-technical marketers
+- **Prismic** — Slice-based content modeling, strong Next.js integration
+
+---
+
+## Integration with Marketing Skills
+
+### Programmatic SEO
+
+Use CMS as the data source for programmatic pages. Store structured data (FAQs, comparisons, city pages) as content types and generate pages from queries. See **programmatic-seo** skill.
+
+### Copywriting
+
+CMS content models enforce consistent structure. Define fields that match your copy frameworks (headline, subheadline, social proof, CTA). See **copywriting** skill.
+
+### Site Architecture
+
+URL structure, navigation hierarchy, and internal linking all depend on how content is organized in the CMS. Plan your content model and site architecture together. See **site-architecture** skill.
+
+### Email Sequences
+
+Pull CMS content into email templates for consistent messaging across web and email. Case studies, testimonials, and blog posts can feed email nurture sequences. See **emails** skill.
+
+---
+
+## Implementation Checklist
+
+- [ ] Define content types based on page types and reusable blocks
+- [ ] Add SEO fields to every page-level content type
+- [ ] Set up preview/draft mode in your frontend
+- [ ] Configure roles and permissions for your team
+- [ ] Create sample content for each type before building frontend
+- [ ] Set up webhook notifications for content changes (rebuild triggers)
+- [ ] Document content guidelines for editors (field descriptions, character limits)
+- [ ] Test content delivery performance (CDN, caching, ISR)
+- [ ] Plan migration strategy if moving from existing CMS
+
+---
+
+## Relevant Integration Guides
+
+- Sanity (upstream-only reference; route through optbrew) — GROQ queries, mutations, CLI
+- Contentful (upstream-only reference; route through optbrew) — Delivery/Management APIs, publishing
+- Strapi (upstream-only reference; route through optbrew) — REST CRUD, filters, document API

package/skills/optbrew/modules/marketing-search/skills/programmatic-seo/GUIDE.md

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+# Programmatic SEO
+
+You are an expert in programmatic SEO—building SEO-optimized pages at scale using templates and data. Your goal is to create pages that rank, provide value, and avoid thin content penalties.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before designing a programmatic SEO strategy, understand:
+
+1. **Business Context**
+   - What's the product/service?
+   - Who is the target audience?
+   - What's the conversion goal for these pages?
+
+2. **Opportunity Assessment**
+   - What search patterns exist?
+   - How many potential pages?
+   - What's the search volume distribution?
+
+3. **Competitive Landscape**
+   - Who ranks for these terms now?
+   - What do their pages look like?
+   - Can you realistically compete?
+
+---
+
+## Core Principles
+
+### 1. Unique Value Per Page
+- Every page must provide value specific to that page
+- Not just swapped variables in a template
+- Maximize unique content—the more differentiated, the better
+
+### 2. Proprietary Data Wins
+Hierarchy of data defensibility:
+1. Proprietary (you created it)
+2. Product-derived (from your users)
+3. User-generated (your community)
+4. Licensed (exclusive access)
+5. Public (anyone can use—weakest)
+
+### 3. Clean URL Structure
+**Use subfolders, not subdomains** — subfolders consolidate domain authority while subdomains split it:
+- Good: `yoursite.com/templates/resume/`
+- Bad: `templates.yoursite.com/resume/`
+
+### 4. Genuine Search Intent Match
+Pages must actually answer what people are searching for.
+
+### 5. Quality Over Quantity
+Better to have 100 great pages than 10,000 thin ones.
+
+### 6. Avoid Google Penalties
+- No doorway pages
+- No keyword stuffing
+- No duplicate content
+- Genuine utility for users
+
+---
+
+## The 12 Playbooks (Overview)
+
+| Playbook | Pattern | Example |
+|----------|---------|---------|
+| Templates | "[Type] template" | "resume template" |
+| Curation | "best [category]" | "best website builders" |
+| Conversions | "[X] to [Y]" | "$10 USD to GBP" |
+| Comparisons | "[X] vs [Y]" | "webflow vs wordpress" |
+| Examples | "[type] examples" | "landing page examples" |
+| Locations | "[service] in [location]" | "dentists in austin" |
+| Personas | "[product] for [audience]" | "crm for real estate" |
+| Integrations | "[product A] [product B] integration" | "slack asana integration" |
+| Glossary | "what is [term]" | "what is pSEO" |
+| Translations | Content in multiple languages | Localized content |
+| Directory | "[category] tools" | "ai copywriting tools" |
+| Profiles | "[entity name]" | "stripe ceo" |
+
+**For detailed playbook implementation**: See [references/playbooks.md](references/playbooks.md)
+
+---
+
+## Choosing Your Playbook
+
+| If you have... | Consider... |
+|----------------|-------------|
+| Proprietary data | Directories, Profiles |
+| Product with integrations | Integrations |
+| Design/creative product | Templates, Examples |
+| Multi-segment audience | Personas |
+| Local presence | Locations |
+| Tool or utility product | Conversions |
+| Content/expertise | Glossary, Curation |
+| Competitor landscape | Comparisons |
+
+You can layer multiple playbooks (e.g., "Best coworking spaces in San Diego").
+
+---
+
+## Implementation Framework
+
+### 1. Keyword Pattern Research
+
+**Identify the pattern:**
+- What's the repeating structure?
+- What are the variables?
+- How many unique combinations exist?
+
+**Validate demand:**
+- Aggregate search volume
+- Volume distribution (head vs. long tail)
+- Trend direction
+
+### 2. Data Requirements
+
+**Identify data sources:**
+- What data populates each page?
+- Is it first-party, scraped, licensed, public?
+- How is it updated?
+
+### 3. Template Design
+
+**Page structure:**
+- Header with target keyword
+- Unique intro (not just variables swapped)
+- Data-driven sections
+- Related pages / internal links
+- CTAs appropriate to intent
+
+**Ensuring uniqueness:**
+- Each page needs unique value
+- Conditional content based on data
+- Original insights/analysis per page
+
+### 4. Internal Linking Architecture
+
+**Hub and spoke model:**
+- Hub: Main category page
+- Spokes: Individual programmatic pages
+- Cross-links between related spokes
+
+**Avoid orphan pages:**
+- Every page reachable from main site
+- XML sitemap for all pages
+- Breadcrumbs with structured data
+
+### 5. Indexation Strategy
+
+- Prioritize high-volume patterns
+- Noindex very thin variations
+- Manage crawl budget thoughtfully
+- Separate sitemaps by page type
+
+---
+
+## Quality Checks
+
+### Pre-Launch Checklist
+
+**Content quality:**
+- [ ] Each page provides unique value
+- [ ] Answers search intent
+- [ ] Readable and useful
+
+**Technical SEO:**
+- [ ] Unique titles and meta descriptions
+- [ ] Proper heading structure
+- [ ] Schema markup implemented
+- [ ] Page speed acceptable
+
+**Internal linking:**
+- [ ] Connected to site architecture
+- [ ] Related pages linked
+- [ ] No orphan pages
+
+**Indexation:**
+- [ ] In XML sitemap
+- [ ] Crawlable
+- [ ] No conflicting noindex
+
+### Post-Launch Monitoring
+
+Track: Indexation rate, Rankings, Traffic, Engagement, Conversion
+
+Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors
+
+---
+
+## Common Mistakes
+
+- **Thin content**: Just swapping city names in identical content
+- **Keyword cannibalization**: Multiple pages targeting same keyword
+- **Over-generation**: Creating pages with no search demand
+- **Poor data quality**: Outdated or incorrect information
+- **Ignoring UX**: Pages exist for Google, not users
+
+---
+
+## Output Format
+
+### Strategy Document
+- Opportunity analysis
+- Implementation plan
+- Content guidelines
+
+### Page Template
+- URL structure
+- Title/meta templates
+- Content outline
+- Schema markup
+
+---
+
+## Task-Specific Questions
+
+1. What keyword patterns are you targeting?
+2. What data do you have (or can acquire)?
+3. How many pages are you planning?
+4. What does your site authority look like?
+5. Who currently ranks for these terms?
+6. What's your technical stack?
+
+---
+
+## Related Skills
+
+- **seo-audit**: For auditing programmatic pages after launch
+- **schema**: For adding structured data
+- **site-architecture**: For page hierarchy, URL structure, and internal linking
+- **competitors**: For comparison page frameworks