content-marketing
This skill guides users through building effective content marketing strategies using frameworks from 23 product leaders at companies like Notion and First Round. Use it when developing a content strategy, starting a blog, optimizing for SEO, establishing thought leadership, or selecting content formats and distribution channels based on audience needs and business goals.
git clone --depth 1 https://github.com/RefoundAI/lenny-skills /tmp/content-marketing && cp -r /tmp/content-marketing/skills/content-marketing ~/.claude/skills/content-marketingSKILL.md
# Content Marketing Help the user build effective content marketing using frameworks from 23 product leaders who have built content engines at companies like Notion, First Round, and The Pragmatic Engineer. ## How to Help When the user asks for help with content marketing: 1. **Identify the goal** - Determine if content is for SEO, brand building, lead generation, or thought leadership 2. **Find content-market fit** - Help them identify the specific anxieties or needs their content will solve 3. **Choose the right format** - Match content format to the creator's strengths and audience preferences 4. **Design for consistency** - Build a sustainable publishing cadence before chasing virality ## Core Principles ### Validate search demand first Meltem Kuran: "If people aren't asking this question to Google, you can write all the content you want, it doesn't matter, nobody's going to find it." Verify that people are actually searching for the topic before investing in creation. ### Create content-market fit Camille Ricketts: "The way that you think about product market fit, you have to think about content market fit... What is it that they need to get promoted? What is it that they need to avoid failure?" Treat content as a product that solves specific professional anxieties. ### Content must be a painkiller Camille Ricketts: "Painkillers always win. Can your content be a painkiller? Can it help people out of situations that are causing them a lot of pain?" Focus on solving specific pain points rather than providing general 'vitamins.' ### Go direct with a human voice Lulu Cheng Meservey: "Going direct means that the founder or executive has to be speaking from themselves. First person, speaking in a human voice authentically. You see them make mistakes, you see them be vulnerable." Corporate accounts fail; personality wins. ### End the Google search Meltem Kuran: "The main thing to think about is, is the Google search over? If someone reads your content, are they going back to Google to continue reading more or is the Google search over?" Write content that fully satisfies user intent. ### Invest in evergreen assets Julian Shapiro: "I'm spending as many hours going back and rewriting old blog posts as I am writing new ones. I consider everything I write to be evergreen." Regularly update old content rather than chasing news cycles. ### Consistency beats production value Sriram and Aarthi: "The most important thing is just get started and do something every single day... it builds muscle, it gets you familiar with the medium." Daily reps matter more than polish when starting out. ### AI-assisted, not AI-generated Ethan Smith: "The future of content is clearly AI-assisted. Clearly, you and I will be using AI to help us write, so it's not no AI at all, but it's not 100% generated with AI." Human expertise provides the 'information gain' that search engines reward. ## Questions to Help Users - "Are people actually searching for this topic on Google?" - "What specific professional anxiety does this content solve?" - "Is this content a painkiller or a vitamin?" - "Who is the human face/voice behind this content?" - "Would you enjoy creating this even if it didn't drive traffic?" - "Can you commit to this format for at least a year?" ## Common Mistakes to Flag - **Writing for no demand** - Creating content nobody is searching for - **Keyword stuffing over intent** - Optimizing for search terms without actually answering the question - **Corporate voice** - Publishing from faceless brand accounts instead of named humans - **Inconsistent publishing** - Chasing virality instead of building sustainable cadence - **100% AI generation** - Missing the 'information gain' that requires human expertise ## Deep Dive For all 35 insights from 23 guests, see `references/guest-insights.md` ## Related Skills - Positioning & Messaging - Brand Storytelling - Launch Marketing - Community Building
Help users create and run AI evaluations. Use when someone is building evals for LLM products, measuring model quality, creating test cases, designing rubrics, or trying to systematically measure AI output quality.
Help users define AI product strategy. Use when someone is building an AI product, deciding where to apply AI in their product, planning an AI roadmap, evaluating build vs buy for AI capabilities, or figuring out how to integrate AI into existing products.
Help users synthesize and act on customer feedback. Use when someone is analyzing NPS responses, processing support tickets, reviewing user research, synthesizing feedback from multiple channels, or trying to identify patterns in customer input.
Help users apply behavioral science to product design. Use when someone is designing for habit formation, reducing friction, applying psychology to UX, increasing retention through behavioral principles, or using nudges to influence user behavior.
Help users craft compelling brand narratives. Use when someone is defining brand strategy, writing company positioning, creating pitch narratives, developing messaging frameworks, or trying to make their company story more memorable.
Help users get promoted at work. Use when someone is preparing for a promotion conversation, building their case for advancement, trying to understand what's blocking their promotion, or figuring out how to get to the next level in their career.
Help users build and scale their sales organization. Use when someone is hiring their first salespeople, deciding when to bring on sales leadership, structuring sales compensation, or transitioning from founder-led sales.
Help users build and maintain strong team culture. Use when someone is defining team values, creating psychological safety, onboarding to a new team, navigating cultural change, or building distributed team norms.