26-thought-leadership-content
This Claude Code skill generates long-form personal brand content structured for thought leadership across LinkedIn, Facebook, and newsletters. Use it when building professional authority through valuable insights and storytelling rather than direct sales, targeting audiences of 500+ followers with 30-60 minutes available per piece.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/26-thought-leadership-content && cp -r /tmp/26-thought-leadership-content/modules/personal-branding/vi/26-thought-leadership-content ~/.claude/skills/26-thought-leadership-contentSKILL.md
# Thought Leadership Content — Long-form Personal Brand
> Long-form text de **mua trust** va **build authority** — KHAC ad copy ban hang (skill 05). Skill nay khong ban hang truc tiep, ma xay vi the chuyen gia qua noi dung gia tri.
---
## 1. Cho nguoi moi (Newbie section)
### Long-form la gi?
Long-form = bai viet **>500 tu** (LinkedIn, FB ca nhan, Newsletter) co cau truc, dan dat tu duy nguoi doc tu A den Z. Khac short-form (caption <100 tu) va ad copy (125 ky tu hook + CTA chot don).
### Khac biet voi 2 dang khac
| Tieu chi | Short-form (caption) | Ad copy (skill 05) | Long-form (skill 26) |
|----------|---------------------|---------------------|----------------------|
| Muc tieu | Engagement nhanh | Chot don, CPMess | **Build authority, mua trust** |
| Do dai | <100 tu | 125-500 ky tu | 500-3000 tu |
| CTA | Comment / Like | Nhan tin / Mua ngay | **Soft CTA hoac khong CTA** |
| Tan suat | 5-7 bai/tuan | Theo budget ads | 2-3 bai/tuan |
| Audience | Cold + warm | Targeted ads | Organic follower |
| Do thanh cong | Reach, like | ROAS, CPA | Save, share, DM, comment co chieu sau |
### Khi nao viet long-form
1. **Sau giai doan awareness** — da co 500-1000 follower co chat luong
2. **Muon dinh vi chuyen gia** — khong chi la nguoi ban hang ma la nguoi day
3. **Co kinh nghiem that** — tung that bai, tung lam project lon, tung quan ly team
4. **Co gio rieng** — 30-60 phut/bai, viet kho, hieu chinh ky
5. **Co audience persona ro** — biet nguoi doc dang ngoi tai dau (founder? coach? creator?)
### Time investment
- **30-60 phut/bai** voi nguoi co kinh nghiem viet
- **2-3 bai/tuan** la nhip ben vung — khong nen ep 5 bai/tuan ngay tu dau
- **Batch viet** — danh 1 buoi (3-4 tieng) viet 4-5 bai cho ca tuan, hieu qua hon viet le
### 5 loi sai pho bien
1. **Qua dai khong co structure** — viet tran lan, paragraph 10 dong, khong co nhip
2. **No story** — chi liet ke insight kho khan, khong co minh chung tu cuoc song that
3. **Ban hang qua som** — paragraph 2 da chen "khoa hoc cua toi 9.9tr" → audience bo
4. **Copy guru** — tron lan giong noi tieng Anh dich google, khong fit thi truong VN
5. **No hook** — dong 1 chung chung "Hom nay toi muon chia se ve..." → bi luot
---
## 2. Thu thap thong tin
Hoi toi da 4 cau truoc khi viet:
1. **Nen tang nao?** LinkedIn (B2B, formal), FB ca nhan (mass, casual), Newsletter (deep, owned audience)
2. **Pillar gi?** 1 trong 4 content pillars tu skill 23 (Authority / Story / Lesson / Personal). Neu chua co context → goi skill 22-23 truoc
3. **Goal cua bai?** Awareness (reach moi), Trust (warm follower hien tai), Authority (dinh vi chuyen gia trong nganh)
4. **Audience persona?** Founder SME / Coach 1-1 / Creator / Marketer agency / Khac. Cu the do tuoi, noi dau chinh, dang lam gi sai
---
## 3. 3 Cau Truc Chuan Long-form VN
### 3.1. PAS-Insight (Founder pattern)
**Cong thuc:** Problem → Agitate → Solve **+ Industry Insight**
Khac PAS thuong (skill 05): co them tang **Insight** o cuoi — nang van de tu **ca nhan** len **wisdom industry-level**. Founder dung de chia se kinh nghiem dieu hanh, khong ban truc tiep.
**Khi nao dung:** Bai chia se tu duy chien luoc, lesson tu cong ty, du bao xu huong nganh.
**Vi du day du (200 tu):**
> Toi vua sa thai 1 nhan vien sau 6 thang. Khong phai vi nang luc kem.
>
> Anh ta lam viec tot. Du dlay deadline. Khach hang khen. Nhung anh ta khong bao gio dat cau hoi "tai sao".
>
> 6 thang, 4 lan toi giao project lon. 4 lan output dung "yeu cau" nhung sai "muc tieu". Khi toi giai thich, anh ta sua. Lan sau lai sai cung 1 cach.
>
> Toi nhan ra: tuyen nguoi gioi LAM khong du. Phai tuyen nguoi gioi HOI.
>
> 3 cau hoi toi hoi trong moi interview tu thang sau:
>
> 1. "Project gan day nhat ban tu hoi 'tai sao' la khi nao?"
> 2. "Lan cuoi ban phan bien sep la khi nao? Ket qua?"
> 3. "Ban hoc gi tu lan ban sai gan day nhat?"
>
> **Insight:** Marketing 2026 khong thieu nguoi viet copy. Thieu nguoi hoi: "Vi sao copy nay van khong chot?". Ai chi viet — bi AI thay. Ai biet hoi — duoc tra gap 3.
### 3.2. Story-Lesson-CTA (Coach pattern)
**Cong thuc:** Personal Story → Lesson Learned → **Soft CTA** (khong hard sell)
Coach dung pattern nay: ke 1 cau chuyen ca nhan → rut ra bai hoc co the ap dung → CTA mem mai ("Ban gap tinh huong tuong tu chua? Comment chia se").
**Khi nao dung:** Bai chia se hanh trinh ca nhan, transformation, methodology cua minh.
**Vi du day du (200 tu):**
> Nam 2022, mot khach hang yeu cau hoan tien sau 1 buoi coaching.
>
> Toi tuc gian. Toi da chuan bi 4 tieng cho buoi do. Slide dep. Framework xin. Khach toi cung tham gia gat dau lien tuc.
>
> Khach phan hoi: "Em cam thay chi noi nhieu qua. Em can nguoi nghe em, khong phai nguoi day em."
>
> Toi suy nghi 3 ngay. Doc lai 12 trang notes cua minh. Ra mot dieu chinh:
>
> Trong 60 phut buoi sau, toi noi 12 phut. Hoi 48 phut. Im lang 0 phut khong tinh.
>
> Khach do khong hoan tien. Mua tiep goi 8 buoi. Gioi thieu 3 ban.
>
> **Lesson:** Coach kem la coach noi nhieu. Coach gioi la coach hoi sau. Khach hang da co cau tra loi — ho can nguoi giup ho NHIN THAY no.
>
> Ban da bao gio nghe khach noi "anh noi nhieu qua" chua? Comment chia se trai nghiem cua ban.
### 3.3. Hook-List-Reveal (Creator pattern)
**Cong thuc:** Strong Hook → Numbered List (3-5 items) → **Final Reveal/Twist**
Creator dung pattern nay vi de scan tren mobile, easy save/share. Item cuoi cung phai co twist — khien nguoi doc bat ngo va share.
**Khi nao dung:** Bai listicle, "X cach lam Y", "X dau hieu Z" — pattern co reach cao nhat tren LinkedIn 2026.
**Vi du day du (200 tu):**
> Sau khi audit 47 trang LinkedIn cua Founder VN trong 90 ngay, toi thay 5 dau hieu kill personal brand:
>
> **1. Banner copy chu "Founder | CEO | Visionary"**
> Khong ai search 3 tu nay. Banner = SEO billboard, khong phai bia danh thiep.
>
> **2. Headline khong co con so**
> "Helping companies grow" thua. "Helped 200+ SMEs scale 3x in 18 months" co cu the.
>
> **3. Featured section trong**
> Khach kich vao profile, scroll xuoKe hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.