marketing-content-strategy

name	marketing-content-strategy
description	Motion-aware content discovery and opportunity detection. Use when: searching for content opportunities, detecting campaign triggers, finding engagement opportunities, evaluating content potential. Reads GTM motion from 15.go-to-market.md and adapts scoring accordingly.

Content Strategy: Discovery & Opportunity Detection

Find opportunities that serve your GTM motion - loops for content-led, reviews for partner-led, enablement for sales-led.

Core Principle

Opportunities are scored based on GTM motion. What matters for PLG differs from what matters for Partner-Led.

Context Loading

Required:

• strategy/canvas/04.segments.md - Target audience
• strategy/canvas/05.problem.md - Problems we solve
• strategy/canvas/07.uvp.md - Value proposition
• strategy/canvas/15.go-to-market.md - Motion, channels, stage
• artifacts/marketing/narrative/content-pillars.md - What we talk about

If GTM file missing → Flag "Run go-to-market skill first"

Motion Detection

gtm = read("strategy/canvas/15.go-to-market.md")

if gtm.motion in ["PLG", "Content-Led"]:
    mode = "loop-driven"
elif gtm.motion == "Partner-Led":
    mode = "marketplace-driven"
elif gtm.motion == "SLG":
    mode = "sales-driven"
else:
    mode = "hybrid"

---

Mode: Loop-Driven (PLG, Content-Led)

Opportunity Sources

Trigger Source	Loop Opportunity
User implements our method	Feature their before/after
Community question answered	Expand to article
Client success documented	Case study → authority
Strategic insight validated	Thought leadership
Someone shares our content	Engage, amplify

Scoring

Impact = (Loop Potential × Velocity Story × Audience Alignment) / 3

Loop Potential:

Score	Criteria
1.0	Explicitly generates user response/implementation
0.8	High probability of sharing/engagement
0.6	Could trigger loop if executed well
0.4	Standalone value, weak loop
0.2	Pure broadcast, no loop possible

Velocity Story:

Score	Criteria
1.0	Clear before → after with time compression
0.7	Transformation story without time element
0.4	Insight without transformation
0.2	Information only

Audience Alignment:

Score	Criteria
1.0	Exact target segment problem
0.7	Adjacent segment or problem
0.4	General audience relevance
0.2	Tangential connection

Thresholds

• ≥0.7: Flag immediately
• 0.5-0.7: Add to backlog
• <0.5: Skip

---

Mode: Marketplace-Driven (Partner-Led)

Opportunity Sources

Trigger Source	Marketplace Opportunity
Merchant success in product	Request review
Common support question	Create help article
Feature shipped	Changelog + announcement
Competitor weakness identified	Listing optimization
Keyword ranking opportunity	Description update

Scoring

Impact = (Review Potential × Install Impact × Retention Value) / 3

Review Potential:

Score	Criteria
1.0	Active user, clear success, never asked
0.8	Active user, moderate success
0.6	Active user, unclear success
0.4	Passive user
0.2	At-risk user

Install Impact:

Score	Criteria
1.0	Addresses top discovery keyword
0.8	Addresses high-volume keyword
0.6	Improves listing conversion
0.4	Marginal improvement
0.2	No install impact

Retention Value:

Score	Criteria
1.0	Reduces top churn reason
0.8	Addresses common confusion
0.6	Improves onboarding
0.4	Nice to have
0.2	No retention impact

Thresholds

• ≥0.7: Flag immediately
• 0.5-0.7: Add to backlog
• <0.5: Skip

---

Mode: Sales-Driven (SLG)

Opportunity Sources

Trigger Source	Sales Opportunity
Deal lost to competitor	Battle card needed
Objection repeated across deals	Objection handling content
Customer win with metrics	Case study
New vertical showing interest	Vertical-specific content
Sales requesting asset	Prioritize creation

Scoring

Impact = (Deal Enablement × Objection Coverage × Stage Fit) / 3

Deal Enablement:

Score	Criteria
1.0	Sales explicitly requesting
0.8	Would help multiple active deals
0.6	Would help future deals
0.4	General sales support
0.2	Not deal-related

Objection Coverage:

Score	Criteria
1.0	Addresses top 3 objection
0.8	Addresses common objection
0.6	Addresses occasional objection
0.4	Preemptive positioning
0.2	No objection relevance

Stage Fit:

Score	Criteria
1.0	Gap at high-value stage (decision)
0.8	Gap at consideration stage
0.6	Gap at awareness stage
0.4	Content exists but outdated
0.2	Content exists and current

Thresholds

• ≥0.7: Flag immediately
• 0.5-0.7: Add to backlog
• <0.5: Skip

---

Mode: Hybrid

When motion is Hybrid:

1. Identify which segment the opportunity serves
2. Apply that segment's motion scoring
3. Note cross-segment potential

---

Output Format

## Discovery Results - {date}

### Motion: {mode}

### High Priority Opportunities

| Source | Opportunity | Score | Motion Fit | Action |
|--------|-------------|-------|------------|--------|
| {where} | {what} | {score} | {why it fits motion} | {next step} |

### Backlog

| Opportunity | Score | Notes |
|-------------|-------|-------|
| {what} | {score} | {context} |

### Skipped (with rationale)

| Opportunity | Score | Why Skipped |
|-------------|-------|-------------|
| {what} | {score} | {doesn't fit motion because...} |

Handoff to Execution

When opportunity approved:

1. Create thread: threads/marketing/campaigns/{slug}/
2. Complete stages 1-4:
   • 1-input.md: What triggered this opportunity
   • 2-hypothesis.md: Expected outcome
   • 3-implication.md: What success means
   • 4-decision.md: Content plan with motion-appropriate design
3. 4-decision.md triggers marketing-execution

Boundaries

DO:

• Read GTM motion first
• Apply motion-appropriate scoring
• Prioritize based on motion fit
• Flag opportunities in ops/today.md
• Consider pillar alignment

DON'T:

• Apply loop scoring to Partner-Led opportunities
• Prioritize content that doesn't serve motion
• Ignore GTM stage (pre-launch vs scale)
• Create content for calendar, not strategy