/gtm-marketing — Marketing Content & Strategy

Create marketing content organized by funnel stage (awareness → consideration → decision → retention). Includes content strategy, distribution plans, SEO/AEO optimization, and case study frameworks.

When to Use

User says "content strategy", "marketing content", "blog", "case study", "social posts"
Building a content engine for pipeline generation
Need content for a specific funnel stage or campaign
Planning content calendar or SEO/AEO strategy

Before Starting

Check for existing context:

Read projects/<project>/gtm-context.md — master context
Read projects/<project>/positioning.md — messaging pillars drive content
Read projects/<project>/icp-personas.md — audience and language bank
Read projects/<project>/competitive-intel.md — content gaps to exploit
Read projects/<project>/gtm-strategy.md — channel strategy

Positioning and ICP are critical. Content without positioning is noise.

Process

Step 1: Intake — Content Context

AskUserQuestion:
  question: "What content do you need?"
  header: "Content Type"
  options:
    - label: "Content strategy"
      description: "Full content strategy — what to create, why, where, and when"
    - label: "Specific content piece"
      description: "Write a specific piece (blog, email, social, case study)"
    - label: "Case study"
      description: "Customer story or case study"
    - label: "Content calendar"
      description: "Plan what to publish over the next month/quarter"

Then gather:

Funnel stage focus — Awareness, consideration, decision, or retention?
Platform/channel — Blog, LinkedIn, email, Twitter/X, YouTube, podcast?
Audience — Who is this for? (Reference ICP)
Goal — Traffic, leads, demos, nurture, retention?
Awareness level — Does the audience know they have this problem? (Schwartz levels)
Existing content — What's already published? What's working?
Voice/tone — Formal, conversational, provocative, educational?

Step 2: Research — Parallel Content Intelligence

Launch 2 agents IN PARALLEL:

Agent 1 — Audience & Channel Research

Task(subagent_type: "general-purpose", model: "sonnet", description: "Research content audience")
prompt: Research content consumption patterns for [TARGET AUDIENCE].
  - Where do they consume content? (platforms, publications, communities)
  - What formats work? (long-form, short-form, video, podcast, newsletter)
  - What topics are they searching for? (keyword themes, questions asked)
  - What content do they share and engage with?
  - What publications or creators do they follow?
  Return audience content preferences with recommendations.

Agent 2 — Competitive Content Audit

Task(subagent_type: "general-purpose", model: "sonnet", description: "Research competitive content")
prompt: Research content strategy of competitors in [SPACE]. Competitors: [LIST].
  - What do they publish? (topics, frequency, formats)
  - What topics do they rank for in search?
  - What content gets the most engagement?
  - What topics do they NOT cover? (content gaps)
  - What content tilt (unique angle) could we own?
  Return competitive content analysis with gap opportunities.

Step 3: Build — Content by Funnel Stage

Organize all content by funnel stage, matching Schwartz awareness levels:

Awareness (Unaware → Problem-Aware)

Thought leadership on the market shift (Raskin old game → new game)
Educational content on the problem space (not your product)
SEO/AEO content targeting problem-aware searches
Social posts that provoke conversation about the shift
Format: blog, LinkedIn, Twitter threads, podcast guest appearances

Consideration (Problem-Aware → Solution-Aware)

Comparison guides ("X vs Y" — honest, not biased)
"How to choose" guides with evaluation frameworks
Case studies with specific metrics (Before → After → Bridge)
Webinar/demo content showing the approach (not just the product)
Email nurture sequences moving prospects down funnel
Format: long-form blog, email, webinar, video demos

Decision (Solution-Aware → Most Aware)

Customer stories with ROI metrics
Product-specific content (features, integrations, security)
ROI calculators or assessment tools
Testimonial pages organized by persona or use case
Technical content for evaluators (API docs, architecture)
Format: case studies, one-pagers, demo videos, technical docs

Retention (Post-Purchase)

Onboarding guides and best practices
Feature announcement content
Community content and user spotlights
Advanced use case content for expansion
Newsletter for customers (different from prospect newsletter)
Format: email, in-app, community posts, webinars

For each piece of content, include:

Purpose — Why this piece exists, what metric it serves
Audience — Specific persona and awareness level
Key message — One sentence thesis
Distribution plan — Where and how to get it seen
CTA — What the reader should do next
SEO/AEO notes — Target keywords, search intent, AI-optimization

Step 4: Content Strategy Layer

If the user asked for strategy (not just a specific piece):

Content tilt (Pulizzi) — The unique angle no one else owns
One channel, one format first — Where to start and why
Content pillars — 3-5 topic categories mapped to messaging pillars
Distribution plan — 20% creation, 80% distribution
SEO/AEO strategy — Target topics, not just keywords; optimize for AI discovery
Case study pipeline — Framework for systematically collecting customer stories
Content calendar — Monthly or quarterly publishing schedule with topics, owners, and dates

Step 5: Quality Checks

Before finalizing any content:

Bar test — Would the target audience naturally share this?
"So what?" test — Every claim answers why the reader should care
Specificity check — Replace vague claims with specific metrics/proofs
Voice check — Does this sound like a person or a marketing department?
One-CTA check — Is there exactly one primary call to action?

Step 6: Validate and Save

AskUserQuestion:
  question: "How does this content feel? Does it match your brand voice?"
  header: "Content Review"
  options:
    - label: "Strong"
      description: "Tone and approach are right"
    - label: "Wrong voice"
      description: "Tone doesn't match our brand"
    - label: "Missing context"
      description: "Need to add specific proof points or examples"
    - label: "Wrong focus"
      description: "Content is targeting the wrong audience or stage"

Save to: projects/<project>/content/<stage>/<type>-<YYYY-MM-DD>.md

content/awareness/
content/consideration/
content/decision/
content/retention/

Strategy docs save to: projects/<project>/content/content-strategy.md

Methodology

See references/content-frameworks.md for copywriting frameworks (Schwartz, Ogilvy, Miller, Handley, Pulizzi, Cialdini).

Output

Saves to: projects/<project>/content/

Next Steps

Need to write a specific content piece? → /content-writer for copywriting execution
Need outreach content? → /gtm-outreach (distinct from marketing content)
Need competitive battlecards? → /gtm-competitive-intel