Content Engine

When to Use This Skill

Activate this module when the user's request involves any of the following:

SEO Content: Blog posts, pillar pages, topic clusters, or any content optimized for search
Ad Copy: Headlines, descriptions, and creative for any paid platform (Google, Meta, LinkedIn, TikTok, etc.)
Email Marketing: Email sequences, drip campaigns, newsletters, transactional emails, or cold outreach
Social Media Content: Organic posts, captions, hashtag strategy, or content calendars for social platforms
Landing Pages: Conversion-focused page copy, hero sections, CTAs, and page structure
Content Calendars: Editorial planning, content scheduling, and theme mapping
Brand Voice: Voice and tone guidelines, messaging frameworks, and brand language systems
Content Decay Detection: Identifying content that has lost rankings, traffic, or relevance over time
AI Content Quality Management: Ensuring AI-generated content meets quality, originality, and brand standards
Accessibility Compliance: Making content accessible (WCAG standards, alt text, readability, screen reader compatibility)
Multilingual/Localization: Adapting content for different languages, cultures, and regional markets
Email Infrastructure: Deliverability, authentication (SPF, DKIM, DMARC), domain warming, and sender reputation

Trigger phrases: "write a blog post," "ad copy," "email sequence," "social media calendar," "landing page," "content calendar," "brand voice," "content audit," "content decay," "AI content," "accessibility," "translate," "localize," "email deliverability," "subject line," "headline," "CTA," "newsletter"

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

Check session context — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there.
If you need the full profile, read: ~/.claude-marketing/brands/{slug}/profile.json
Apply brand voice — Formality, energy, humor, authority levels must shape all content tone and word choices
Check compliance — Auto-apply rules for brand's target_markets and industry using skills/context-engine/compliance-rules.md
Reference industry benchmarks — Consult skills/context-engine/industry-profiles.md for the brand's industry
Use platform specs — Reference skills/context-engine/platform-specs.md for character limits and format requirements
Check campaign history — Run python campaign-tracker.py --brand {slug} --action list-campaigns before planning new work
If no brand exists, say: "No brand profile found. Use /dm:brand-setup to create one, or I can proceed with general best practices."
Check brand guidelines — If ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json exists, load and enforce: restrictions.md for banned words, restricted claims, and mandatory disclaimers; channel-styles.md for channel-specific tone overrides (may differ from base voice); messaging.md for approved key messages, taglines, and positioning language; voice-and-tone.md for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context

Before executing content work, gather:

Content Type: Which specific content format is needed?
Audience: Who is this content for? (Link to personas from Audience Intelligence if available)
Objective: What should this content achieve? (Traffic, conversions, engagement, education, retention)
Brand Voice: Does a brand voice guide exist? What is the tone? (Professional, casual, authoritative, playful, etc.)
Keywords/Topics: For SEO content — target keywords, search intent, and competitive landscape
Platform: Where will this content live? (Platform-specific requirements matter)
Funnel Stage: Where does this content fit in the customer journey?
Existing Content: What related content already exists? (Avoid cannibalization)
Constraints: Word count limits, character limits, regulatory disclaimers, brand guidelines
Performance Benchmarks: What does success look like for this content type?

For quick requests (e.g., "write me a LinkedIn post"), infer reasonable defaults and deliver immediately. For strategic content work, gather full context.

Capabilities

SEO Content Creation: Keyword-optimized blog posts, pillar pages, topic cluster design, meta titles/descriptions, internal linking strategy, and featured snippet optimization
Ad Copy (All Platforms): Google Ads (RSAs, headlines, descriptions), Meta Ads (primary text, headlines, descriptions), LinkedIn Ads, TikTok Ads, Twitter/X Ads — platform-specific formats and character limits
Email Sequences: Welcome sequences, nurture drips, cart abandonment, re-engagement, onboarding, upsell/cross-sell, and win-back sequences with subject lines, preview text, body copy, and CTAs
Social Content: Platform-native content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, YouTube, Pinterest — including captions, hashtags, hooks, and post structure
Landing Page Copy: Hero headline/subhead, value proposition blocks, social proof, feature/benefit sections, FAQ, and CTA optimization
Content Calendars: Editorial calendars with theme mapping, content pillars, publishing cadence, and channel distribution plans
Brand Voice System: Voice attributes, tone spectrum (how voice adapts by context), vocabulary guidelines, do/don't examples, and brand-specific terminology
Content Decay Detection: Methodology for identifying declining content by traffic, rankings, engagement, and freshness — with refresh prioritization
AI Content Quality Management: Quality checklist for AI-generated content, originality verification approach, brand alignment review, fact-checking protocol, and human-in-the-loop guidelines
Accessibility Compliance: WCAG 2.1 AA content guidelines, alt text writing, readability scoring, heading structure, link text, color contrast guidance, and screen reader optimization
Multilingual/Localization: Translation-ready content structuring, cultural adaptation framework, locale-specific messaging guidelines, and RTL language considerations
Email Infrastructure: SPF/DKIM/DMARC setup guidance, domain warming schedules, list hygiene practices, deliverability monitoring, and sender reputation management

Process

Primary Workflow: Content Creation

Content Strategy Alignment
- Confirm the content type, audience, objective, and funnel stage
- Check for existing content that may overlap (prevent cannibalization)
- Identify the core message and key takeaway
- Select the appropriate content framework for the task
Research & Preparation
- For SEO content: Analyze target keyword, search intent, SERP features, and top-ranking content
- For ad copy: Review platform specs, competitor ads, and audience pain points
- For email: Identify the sequence trigger, desired action, and subscriber segment
- For social: Check platform trends, optimal formats, and audience behavior patterns
- For landing pages: Identify the traffic source, visitor intent, and conversion goal
Content Creation
- Apply the brand voice guidelines (or establish them if none exist)
- Write to the specific format requirements (character limits, structure, platform norms)
- Build in persuasion architecture:
  - Attention: Hook/headline that stops the scroll or earns the click
  - Interest: Problem-aware framing that demonstrates understanding
  - Desire: Solution positioning with clear benefits and social proof
  - Action: Clear, specific CTA with reduced friction
- Include SEO elements where applicable (keywords, headers, internal links, meta data)
- Write multiple variations for testing when the format supports it (ad copy, subject lines, CTAs)
Quality Assurance
- Brand voice alignment check
- Readability score assessment (aim for grade 8 or below for general audiences)
- Accessibility review (heading hierarchy, alt text guidance, link text clarity)
- Fact-checking for any claims, statistics, or references
- Platform compliance check (ad policies, character limits, format requirements)
- SEO on-page audit (keyword placement, meta data, internal links) for search content
- AI content quality check if AI-assisted (originality, brand alignment, factual accuracy)
Optimization & Testing Plan
- Define what to A/B test (headlines, CTAs, email subject lines, ad creative)
- Set performance benchmarks based on content type and channel
- Schedule content review dates for decay monitoring
- Plan content repurposing across formats and channels

Secondary Workflow: Content Audit & Refresh

Pull content inventory (URLs, publish dates, current traffic/rankings)
Score each piece on freshness, performance trend, and relevance
Categorize: Keep (performing well), Refresh (declining but fixable), Consolidate (thin/overlapping), Remove (irrelevant/harmful)
Prioritize refresh candidates by traffic recovery potential
Create refresh briefs with specific update instructions

Reference Files

seo-content.md — Keyword optimization, topic cluster design, featured snippet strategy, and on-page SEO checklist
ad-copy.md — Platform-specific ad copy frameworks, character limits, policy guidelines, and A/B testing methodology
email-sequences.md — Sequence templates (welcome, nurture, abandonment, etc.), subject line formulas, and email copywriting frameworks
social-content.md — Platform-by-platform content guidelines, hook formulas, hashtag strategy, and optimal posting practices
landing-pages.md — Landing page structure templates, CTA optimization, above-the-fold frameworks, and conversion copy formulas
content-calendar.md — Editorial calendar templates, content pillar frameworks, publishing cadence recommendations, and theme mapping
brand-voice.md — Voice development methodology, tone spectrum design, vocabulary guidelines, and brand voice audit process
content-decay.md — Decay detection methodology, content scoring rubric, refresh prioritization framework, and update tracking
ai-content-quality.md — AI content quality checklist, originality verification, brand alignment review, and human review workflow
accessibility.md — WCAG 2.1 AA content checklist, alt text writing guide, readability standards, and inclusive language guidelines
multilingual.md — Localization readiness checklist, cultural adaptation framework, translation management, and RTL considerations
email-infrastructure.md — Authentication setup (SPF/DKIM/DMARC), domain warming plan, deliverability best practices, and list hygiene
email-automation.md — Automation trigger design, workflow mapping, dynamic content rules, and behavioral email logic

Output Formats

Deliverable	Format	Description
Blog Post / Article	Document	Complete SEO-optimized content with meta data, headers, and internal link suggestions
Ad Copy Set	Document / Spreadsheet	Multiple variations per platform with headlines, descriptions, and CTAs
Email Sequence	Document	Full sequence with subject lines, preview text, body copy, CTAs, and send timing
Social Media Content	Spreadsheet / Calendar	Posts organized by platform, date, copy, hashtags, and visual direction
Landing Page Copy	Document	Section-by-section copy with headline, subhead, body, bullets, CTAs, and form copy
Content Calendar	Spreadsheet	Monthly/quarterly editorial plan with themes, topics, formats, channels, and owners
Brand Voice Guide	Document	Complete voice system with attributes, tone spectrum, vocabulary, and examples
Content Audit Report	Spreadsheet + Document	Inventory with scores, categorization, and prioritized refresh recommendations
Accessibility Report	Checklist document	Content-level accessibility assessment with specific remediation steps

Edge Cases

Regulated Industry Content (Disclaimers Required)

Situation: Healthcare, financial services, legal, insurance, cannabis, gambling, or other industries requiring mandatory disclaimers, disclosures, or compliance language
Approach: Flag the regulatory requirement at the start of content creation. Include placeholder disclaimer text and recommend legal review before publication. For ad platforms, note specific policy restrictions (e.g., Facebook financial services disclaimers, Google healthcare ad policies). Never present marketing content as compliant without legal review — always recommend professional compliance verification. Keep marketing copy and compliance language visually distinct.

Multilingual Campaigns

Situation: Content needs to work across multiple languages and cultural contexts
Approach: Write source content with localization in mind (avoid idioms, cultural references, humor that won't translate). Create a localization brief alongside the content that flags culturally sensitive elements. Do not use machine translation for final deliverables — recommend professional translators with marketing expertise. For RTL languages (Arabic, Hebrew, Farsi), flag layout implications for design teams. Account for text expansion (German text is ~30% longer than English) in character-limited formats.

Content Cannibalization

Situation: Multiple pages competing for the same keyword or covering the same topic
Approach: Audit existing content before creating anything new. If cannibalization exists, recommend consolidation (merge weaker pages into a single strong one) rather than creating yet another competing piece. Use canonical tags, internal linking, and content differentiation to resolve existing cannibalization. When creating new content, check keyword and topic overlap with the existing inventory.

AI-Generated Content Disclosure

Situation: User wants to publish AI-generated content and needs guidance on disclosure
Approach: Recommend transparency. Note that platform policies are evolving (Google does not penalize AI content but values quality; some social platforms require AI disclosure). Always recommend human review and editing of AI-generated drafts. Flag that pure AI-generated content without human oversight risks factual errors, brand inconsistency, and audience trust issues. Provide the quality assurance checklist for AI-assisted content.

Accessibility for Video/Audio Content

Situation: Content includes video, audio, or interactive elements needing accessibility treatment
Approach: Recommend captions (not auto-generated — accuracy matters) for all video content. Provide audio descriptions for visual-only information in videos. Create transcripts for podcasts and audio content. Ensure interactive elements are keyboard-navigable. Test with screen readers. Follow WCAG 2.1 AA at minimum, with AAA as a stretch goal for public-facing content.

RTL Languages

Situation: Content in Arabic, Hebrew, Farsi, Urdu, or other right-to-left languages
Approach: Flag RTL implications early in the process. Content structure, CTA placement, and visual hierarchy all reverse. Numbers and embedded Latin text remain LTR within RTL context (bidirectional text). Recommend native-speaker review for all RTL content. Design templates must support RTL layouts. Test email templates in RTL mode specifically, as many email clients handle RTL inconsistently.

Related Skills

Audience Intelligence — For persona-specific content targeting and messaging that resonates with defined segments
AEO/GEO Intelligence — For optimizing content to be cited by AI answer engines and maintaining entity consistency
Campaign Orchestrator — For mapping content to campaign channels and ensuring message consistency across touchpoints
Funnel Architect — For aligning content to funnel stages and ensuring every stage has appropriate content support
Digital PR & Authority — For thought leadership content, press releases, and E-E-A-T authority building through content
Analytics & Insights — For measuring content performance, identifying decay, and optimizing based on data

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