Content Strategy Skill

Overview

This skill provides comprehensive content marketing capabilities including brand voice development, editorial calendar management, and multi-platform content creation. Designed for B2B technical companies targeting engineering decision-makers.

Quick Start

1. Define brand voice - Analyze existing content, establish guidelines
2. Plan content calendar - Map topics to funnel stages
3. Create content - Use templates and frameworks
4. Optimize for SEO - Apply SEO scoring
5. Distribute - Repurpose across platforms

When to Use

• Establishing brand voice guidelines
• Planning editorial calendars
• Creating blog posts and articles
• Developing case studies
• Building content pipelines
• Repurposing content across channels

Brand Voice Framework

Voice Attributes

Define 3-5 core attributes:

Attribute	Description	Example
Authoritative	Expert, confident, knowledgeable	"Our analysis shows..."
Technical	Precise, accurate, detailed	"Using DNV-RP-C203 methodology..."
Approachable	Clear, helpful, accessible	"Let's break this down..."
Innovative	Forward-thinking, modern	"AI-native engineering enables..."

Voice Consistency Checklist

• Consistent terminology across pages
• Same level of technical depth
• Unified tone (professional but approachable)
• Consistent formatting patterns
• Aligned messaging themes

Brand Voice Analysis

## Voice Analysis Template

### Content Analyzed
- [List of pages/posts analyzed]

### Current Voice Profile
- Formality: [1-10 scale]
- Technical depth: [1-10 scale]
- Personality: [descriptors]
- Tone: [descriptors]

### Recommendations
- Strengthen: [aspects to emphasize]
- Reduce: [aspects to minimize]
- Add: [missing elements]

Content Pillar Strategy

40/25/25/10 Content Mix

Type	Percentage	Purpose	Examples
Educational	40%	Build authority	Tutorials, guides, how-tos
Thought Leadership	25%	Establish expertise	Industry insights, trends
Case Studies	25%	Prove capability	Project showcases, results
Company News	10%	Build connection	Updates, announcements

Content Pillars for AceEngineer

Pillar 1: AI-Native Engineering
├── Machine learning in structural analysis
├── Automation with Python
├── Digital twins and simulation

Pillar 2: Offshore Engineering Excellence
├── Fatigue analysis methodologies
├── Subsea structural design
├── Platform engineering

Pillar 3: Open Source & Transparency
├── Code repositories
├── Methodology documentation
├── Tool tutorials

Pillar 4: Industry Standards
├── DNV compliance
├── API standards
├── Best practices

Editorial Calendar

Monthly Planning Template

## Month: [Month Year]

### Theme: [Monthly Focus]

### Week 1
- Blog: [Title] - [Pillar] - [Funnel Stage]
- Social: [Distribution plan]

### Week 2
- Case Study: [Title] - [Client/Project]
- Social: [Distribution plan]

### Week 3
- Blog: [Title] - [Pillar] - [Funnel Stage]
- Calculator/Tool: [If applicable]

### Week 4
- Thought Leadership: [Title]
- Newsletter: [Monthly roundup]

### Metrics to Track
- [ ] Published on schedule
- [ ] SEO scores >75
- [ ] Social engagement
- [ ] Traffic attribution

Content Cadence Targets

Content Type	Frequency	Owner
Blog posts	2-4/month	Marketing
Case studies	1-2/month	Technical + Marketing
Calculators	1/quarter	Engineering
Videos	1/month	Marketing
Newsletter	1/month	Marketing

Content Templates

Blog Post Structure

# [Title with Primary Keyword]

**Reading time:** X minutes
**Published:** [Date]
**Author:** [Name]

## Introduction (100-150 words)
- Hook with problem/question
- Why this matters
- What reader will learn

## Section 1: [H2 with Keyword]
[300-500 words]
- Key point 1
- Key point 2
- Supporting evidence

## Section 2: [H2 with Related Keyword]
[300-500 words]
[Include visual: diagram, chart, or image]

## Section 3: [H2 - Practical Application]
[300-500 words]
- Step-by-step guidance
- Code examples if relevant
- Real-world application

## Conclusion (100-150 words)
- Summary of key points
- Call to action
- Related resources

---
**Related Posts:**
- [Link 1]
- [Link 2]

**Tags:** [tag1], [tag2], [tag3]

Case Study Structure

# [Project Name]: [Result/Outcome]

## Challenge
- Client context
- Problem statement
- Constraints and requirements

## Solution
- Approach taken
- Technologies/methods used
- Key innovations

## Implementation
- Process overview
- Technical details
- Challenges overcome

## Results
- Quantified outcomes
- Client testimonial
- Business impact

## Key Takeaways
- Lessons learned
- Applicable insights
- Related services

---
**Project Details:**
- Industry: [sector]
- Duration: [timeframe]
- Technologies: [tools/methods]

Content Repurposing Matrix

Original Content	LinkedIn	Twitter	Newsletter	Video
Blog Post	Key insights (3-5 bullets)	Thread (5-10 tweets)	Summary + link	Explainer
Case Study	Results highlight	Before/after visual	Featured story	Walkthrough
Calculator	Tutorial post	Tips thread	How-to guide	Demo
Whitepaper	Chapter summaries	Quote graphics	Serialized	Webinar

Content Quality Checklist

Before Publishing

• Primary keyword in title, H1, first 100 words
• Meta description written (150-160 chars)
• All images have alt text
• Internal links added (2-5 per post)
• External links to authoritative sources
• Proofread for grammar/spelling
• Mobile preview checked
• SEO score >75

Technical Content Specific

• Code examples tested and working
• Technical accuracy verified
• Industry standards cited correctly
• Assumptions clearly stated
• Limitations acknowledged

Best Practices

Do

1. Start with keyword research
2. Match content to funnel stage
3. Maintain consistent publishing schedule
4. Repurpose across channels
5. Update old content regularly
6. Include clear CTAs

Don't

1. Publish without SEO optimization
2. Ignore analytics and feedback
3. Create content without strategy
4. Forget mobile readers
5. Skip the editing process
6. Neglect content promotion

Error Handling

Issue	Cause	Solution
Low engagement	Wrong audience/topic	Review keyword research, adjust
Inconsistent voice	Multiple writers	Create style guide, templates
Missed deadlines	Overcommitment	Reduce cadence, batch create
Poor SEO performance	Technical issues	Audit and fix on-page SEO

Metrics

Metric	Target	Frequency
Publishing cadence	100% on schedule	Weekly
SEO score	>75/100	Per piece
Time on page	>3 minutes	Monthly
Social shares	>20 per post	Monthly
Conversion rate	>2%	Monthly

Content Type Templates (Additional)

Landing Page Structure

• Headline -- primary benefit in under 10 words
• Subheadline -- elaborates on the headline with supporting context
• Hero section -- headline, subheadline, primary CTA, supporting image or video
• Value propositions -- 3-4 benefit-driven sections with icons or images
• Social proof -- testimonials, logos, stats, case study snippets
• Objection handling -- FAQ or trust signals
• Final CTA -- repeat the primary call to action

Press Release Structure

• Headline -- factual, newsworthy, under 80 characters
• Dateline -- city, state, date
• Lead paragraph -- who, what, when, where, why in 2-3 sentences
• Body paragraphs -- supporting details, quotes, context
• Boilerplate -- company description (standardized)
• Media contact -- name, email, phone

Writing Best Practices by Channel

Blog

• Write at an 8th-grade reading level for broad audiences
• Use short paragraphs (2-4 sentences)
• Include subheadings every 200-300 words
• Use bullet points and numbered lists
• Write in active voice
• Front-load key information in each section

Social Media

• LinkedIn: professional but human, personal stories perform well, 1,300 characters sweet spot
• Twitter/X: concise and punchy, strong opening words, threads for longer narratives
• Instagram: visual-first captions, storytelling hooks, hashtags in first comment
• Facebook: conversational tone, questions drive comments

Email

• One primary CTA per email
• Keep body copy scannable
• Mobile-first design
• Test everything: subject lines, send times, CTA copy, layout

Web (Landing Pages, Product Pages)

• Lead with benefits, not features
• Use "you" language
• Every section should answer "so what?"
• Reduce friction near CTAs

Headline and Hook Formulas

Headline Formulas

• How to [achieve result] [without common obstacle]
• [Number] [adjective] ways to [achieve result]
• Why [common belief] is wrong (and what to do instead)
• The [adjective] guide to [topic]
• [Do this], not [that]

Hook Formulas (Opening Lines)

• Surprising statistic
• Contrarian statement
• Question
• Scenario
• Bold claim
• Story opening

Call-to-Action Best Practices

CTA Principles

• Use action verbs: "Get", "Start", "Download", "Join", "Try", "See"
• Be specific about what happens next
• Create urgency when genuine
• Reduce risk: "No credit card required", "Cancel anytime"
• One primary CTA per page or email

SEO Fundamentals for Content

Keyword Strategy

• One primary keyword and 2-3 secondary keywords per piece
• Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug
• Do not keyword-stuff -- write for humans first

On-Page SEO Checklist

• Title tag: under 60 characters, includes primary keyword
• Meta description: under 160 characters
• URL slug: short, descriptive, includes primary keyword
• H1: one per page
• Image alt text: descriptive, includes keyword where relevant
• Internal links: 2-3 links to related content
• External links: 1-2 links to authoritative sources

Voice Attributes

Common Voice Attribute Pairs

Spectrum	One End	Other End
Formality	Formal, institutional	Casual, conversational
Authority	Expert, authoritative	Peer-level, collaborative
Emotion	Warm, empathetic	Direct, matter-of-fact
Complexity	Technical, precise	Simple, accessible
Energy	Bold, energetic	Calm, measured
Humor	Playful, witty	Serious, earnest
Innovation	Cutting-edge, forward-looking	Established, proven

Defining an Attribute

[Attribute name]

• We are: [what this means in practice]
• We are not: [common misinterpretation to avoid]
• This sounds like: [example sentence demonstrating the attribute]
• This does NOT sound like: [example sentence violating the attribute]

Tone Adaptation Across Channels and Contexts

The brand voice stays consistent, but tone adapts to context.

Tone by Channel

Channel	Tone Adaptation
Blog	Informative, conversational, educational
Social media (LinkedIn)	Professional, thought-provoking, concise
Social media (Twitter/X)	Punchy, direct, sometimes witty
Email marketing	Personal, helpful, action-oriented
Sales collateral	Confident, benefit-driven, specific
Support/Help docs	Clear, patient, step-by-step
Press release	Formal, factual, newsworthy
Error messages	Empathetic, helpful, blame-free

Tone by Situation

Situation	Tone Adaptation
Product launch	Excited, confident, forward-looking
Incident or outage	Transparent, empathetic, accountable
Customer success story	Celebratory, specific, crediting the customer
Thought leadership	Authoritative, nuanced, evidence-based
Bad news	Honest, respectful, solution-oriented

Tone Adaptation Rule

The voice attributes remain fixed. Tone dials them up or down based on context.

Terminology Management

Preferred Terms

Use This	Not This	Notes
sign up (verb)	signup (verb)	"signup" is the noun form
log in (verb)	login (verb)	"login" is the noun/adjective form
set up (verb)	setup (verb)	"setup" is the noun/adjective form
email	e-mail	No hyphen
website	web site	One word

Inclusive Language

• Use gender-neutral language
• Avoid ableist language
• Use person-first language where appropriate
• Avoid culturally specific idioms that may not translate
• Use "simple" or "straightforward" instead of "easy"

Industry Jargon Management

• Define which technical terms the audience understands without explanation
• List jargon that should always be defined or replaced
• Specify which acronyms need to be spelled out on first use

Related Skills

• seo-optimizer - SEO optimization
• social-media - Social distribution
• brand-guidelines - Brand consistency
• brand-voice - Brand voice and style guide

Sources

• Original: alirezarezvani/claude-skills (2026-01-19)
• Enriched: anthropics/knowledge-work-plugins (2026-02-03)

---

Version History

• 1.1.0 (2026-02-03): Merged content type templates, writing best practices, headline formulas, CTA best practices, SEO fundamentals, voice attributes, tone adaptation, and terminology management from anthropics/knowledge-work-plugins
• 1.0.0 (2026-01-19): Initial release adapted from alirezarezvani/claude-skills