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npx skills add guia-matthieu/clawfu-skills --skill content-strategy
Create a content engine that attracts, engages, and converts using Joe Pulizzi's Epic Content Marketing methodology Use when: **Starting a content marketing program** from scratch or revamping an existing one; **Building an audience** for your brand, product, or service; **Creating a content mission statement** to align your team; **Developing an editorial calendar** and content plan; **Choosing content types and channels** strategically
npx skills add guia-matthieu/clawfu-skills --skill content-strategy
Create a content engine that attracts, engages, and converts using Joe Pulizzi's Epic Content Marketing methodology
| Aspect | Details |
|---|---|
| Source | Epic Content Marketing (2014, 2nd ed. 2023) |
| Expert | Joe Pulizzi - Founder of Content Marketing Institute, creator of Content Marketing World |
| Core Principle | "Content marketing is about creating valuable information your customers are passionate about so they actually pay attention to you. By delivering consistent, ongoing value, buyers reward you with their business and loyalty." |
| Claude Does | You Decide |
|---|---|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |
This skill helps you build content marketing that matters—content people would miss if it disappeared. Instead of interrupting people with ads, you attract them with value.
You'll learn to:
The result: A content engine that builds trust, generates leads, and drives revenue.
Every piece of content should be evaluated against these principles:
The Ultimate Test: Would your audience miss your content if it disappeared?
The narrower your niche, the easier it is to become the go-to resource.
Bad Niche Examples:
Good Niche Examples:
Finding Your Niche:
| Question | Your Answer |
|---|---|
| What topic could you create 100+ pieces about? | |
| Where does your expertise intersect with audience pain? | |
| What's underserved in your industry? | |
| Where are competitors NOT creating great content? | |
| What would you be excited to cover for years? |
The Niche Test: Can you realistically become the #1 source on this topic?
The XYZ Method (Andy Crestodina):
"Our company is where [Audience X] finds [Content Y] for [Benefit Z]."
Examples:
| Business | Mission Statement |
|---|---|
| B2B SaaS | "Our company is where startup founders find actionable growth tactics to scale without burning out." |
| Financial Services | "Our company is where young professionals find practical money advice to build wealth before 40." |
| E-commerce | "Our company is where home chefs find tested recipes and techniques to cook restaurant-quality meals." |
Mission Statement Worksheet:
Content pillars are the 3-5 main topics that support your mission.
Framework:
Example: SaaS Marketing Company
| Pillar | Topics Covered |
|---|---|
| Growth Tactics | SEO, paid ads, content marketing, email |
| Product Strategy | Pricing, positioning, launches, roadmaps |
| Team Building | Hiring, culture, remote work, leadership |
Pillar Planning Questions:
Different content serves different stages:
| Stage | Buyer State | Content Goal | Content Types |
|---|---|---|---|
| Awareness | "I have a problem" | Educate, attract | Blog posts, social, podcasts, videos |
| Consideration | "What are my options?" | Nurture, differentiate | Guides, webinars, comparison content |
| Decision | "Is this right for me?" | Convert, prove value | Case studies, demos, trials, reviews |
| Retention | "Did I make the right choice?" | Delight, expand | Tutorials, community, exclusive content |
Content Mapping Exercise:
Consistency is the #1 factor in content success. An editorial calendar ensures you deliver.
Minimum Viable Calendar:
| Element | Description |
|---|---|
| Publish Date | When it goes live |
| Content Title | Working headline |
| Content Pillar | Which pillar it supports |
| Format | Blog, video, podcast, etc. |
| Target Persona | Who it's for |
| Buyer Stage | Awareness, consideration, decision |
| Author/Owner | Who's responsible |
| Status | Idea, draft, review, scheduled, published |
Cadence Recommendations:
| Channel | Minimum Frequency | Ideal Frequency |
|---|---|---|
| Blog | 1x/week | 2-4x/week |
| Newsletter | 1x/week | 1-2x/week |
| Podcast | 1x/week | 1x/week |
| YouTube | 1x/week | 2x/week |
| 3x/week | Daily |
Warning: Don't commit to more than you can sustain. Consistency > frequency.
Move your audience up the pyramid:
Moving People Up:
| Level | Tactic to Ascend |
|---|---|
| Visitor → Follower | Social follow CTAs, shareable content |
| Follower → Subscriber | Lead magnets, exclusive content, newsletter value |
| Subscriber → Superfan | Community, recognition, insider access, exceptional value |
Key Metric: Track the conversion rate between levels monthly.
The Three-Factor Score (Jessica Bergmann, Salesforce):
What C-Suite Cares About:
| Question | How to Measure |
|---|---|
| Is content driving sales? | Sales lift analysis, attributed revenue |
| Is content saving costs? | Support ticket reduction, self-service usage |
| Is content helping retention? | NPS scores, renewal rates for content consumers |
| Is content growing our community? | Subscriber growth, engagement trends |
Content Metrics Framework:
| Level | Metrics | Purpose |
|---|---|---|
| Consumption | Page views, downloads, listens | Are people finding it? |
| Engagement | Time on page, scroll depth, comments | Are they consuming it? |
| Sharing | Social shares, forwards, referrals | Are they spreading it? |
| Lead Generation | Email signups, form fills | Are they converting? |
| Sales | Pipeline influenced, revenue attributed | Is it driving business? |
Company: Project management software for agencies
Content Mission:
"AgencyFlow is where creative agency owners find operational insights to run more profitable projects."
Content Pillars:
Editorial Calendar (Monthly):
Measurement:
Company: Premium cookware brand
Content Mission:
"ChefGear is where home cooks find tested techniques to create restaurant-quality meals in their own kitchen."
Content Pillars:
Channel Strategy:
Measurement:
sources/books/pulizzi-epic-content-marketing.mdBuild a content measurement framework that would satisfy C-level executives.
My primary content goal is [lead gen/sales/retention/brand].┌─────────────────────────────────────────────────────────────┐
│ THE 6 PRINCIPLES OF EPIC CONTENT │
├─────────────────────────────────────────────────────────────┤
│ │
│ 1. FILL A NEED Useful in itself, answers questions │
│ 2. BE CONSISTENT Same quality, same schedule, always │
│ 3. BE HUMAN Your voice, your personality │
│ 4. HAVE A POV Take sides, express opinions │
│ 5. AVOID SALES SPEAK Less about you = more sharing │
│ 6. BE BEST OF BREED The best on your topic, period │
│ │
└─────────────────────────────────────────────────────────────┘## Content Mission Statement
### Audience (X)
Who are we creating content for?
- Primary persona:
- Their biggest challenge:
- What they're trying to achieve:
### Content (Y)
What type of content will we create?
- Format (blog, video, podcast, newsletter):
- Tone (educational, entertaining, inspiring):
- Depth (beginner, intermediate, expert):
### Benefit (Z)
What will they get from our content?
- Tangible outcome:
- Emotional benefit:
- Transformation:
### Final Mission Statement
"[Company] is where [Audience] finds [Content] for [Benefit]." CONTENT MISSION
|
┌───────────────┼───────────────┐
| | |
PILLAR 1 PILLAR 2 PILLAR 3
| | |
┌───┴───┐ ┌───┴───┐ ┌───┴───┐
Topics Topics Topics Topics Topics Topics## Content Map for: [Persona Name]
### Awareness Stage
Questions they have:
1.
2.
3.
Content to create:
-
-
### Consideration Stage
Questions they have:
1.
2.
3.
Content to create:
-
-
### Decision Stage
Questions they have:
1.
2.
3.
Content to create:
-
- SUPERFANS
/ \
/ Advocates \
/ Share your \
/ content \
/___________________\
SUBSCRIBERS
/ \
/ Email list, \
/ direct access \
/___________________\
FOLLOWERS
/ \
/ Social media \
/ low engagement\
/__________________\
CASUAL VISITORS
/ \
/ One-time readers \
/_____________________|## Content Strategy Audit: [Company Name]
### Foundation
- [ ] Content niche defined and narrow enough?
- [ ] Mission statement created (XYZ format)?
- [ ] 3-5 content pillars identified?
- [ ] Target personas documented?
### Planning
- [ ] Content mapped to buyer journey?
- [ ] Editorial calendar in place?
- [ ] Realistic publishing cadence set?
- [ ] Content creation workflow defined?
### Execution
- [ ] C-level buy-in secured?
- [ ] Team roles and responsibilities clear?
- [ ] Quality standards documented?
- [ ] Consistency tracked and maintained?
### Measurement
- [ ] KPIs defined for each content goal?
- [ ] Tracking and attribution set up?
- [ ] Regular reporting cadence established?
- [ ] ROI framework for leadership?
### The 6 Principles Check
- [ ] Fills a real need?
- [ ] Consistent in quality and delivery?
- [ ] Human and authentic voice?
- [ ] Clear point of view?
- [ ] Avoids sales speak?
- [ ] Best of breed in niche?## Editorial Calendar: [Month/Quarter]
### Week 1
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |
### Week 2
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |
### Week 3
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |
### Week 4
| Date | Title | Pillar | Format | Persona | Stage | Owner | Status |
|------|-------|--------|--------|---------|-------|-------|--------|
| | | | | | | | |
| | | | | | | | |
### Monthly Metrics
- Total pieces published:
- Email subscribers gained:
- Organic traffic:
- Leads generated:## Content Brief: [Working Title]
### Basics
**Content Type**: [Blog/Video/Podcast/etc.]
**Target Length**: [words/minutes]
**Due Date**:
**Author**:
### Strategic Alignment
**Content Pillar**:
**Target Persona**:
**Buyer Stage**:
**Goal**: [Traffic/Leads/Authority/etc.]
### Content Details
**Main Keyword**:
**Secondary Keywords**:
**Angle/Hook**:
**Key Points to Cover**:
1.
2.
3.
**Questions to Answer**:
1.
2.
**Call to Action**:
### Skill Boundaries
### What This Skill Does Well
- Structuring audio production workflows
- Providing technical guidance
- Creating quality checklists
- Suggesting creative approaches
### What This Skill Cannot Do
- Replace audio engineering expertise
- Make subjective creative decisions
- Access or edit audio files directly
- Guarantee commercial success
## References
- [Competitor content to beat]
- [Sources to cite]
- [Internal content to link]