Thu thap thong tin
Hoi user toi da 4 cau truoc khi bat dau:
- San pham / dich vu gi? Nganh hang, USP chinh, muc gia.
- Dang co kenh nao? Liet ke kenh (TikTok, FB, IG, Zalo, Email, Blog), so follower/subscriber hien tai.
- Muc tieu thang nay la gi? Tang follower / tang mess / tang don / ra mat san pham / chien dich Tet?
- Nguon luc content? May nguoi lam content? Co quay video duoc khong? Co san UGC/testimonial khong?
Content strategy truoc khi len lich
Lich chi la be noi — truoc khi xep ngay nao dang gi, phai co strategy tra loi "brand nay noi ve dieu gi, tu goc nhin nao". Strategy tot = writer biet viet gi ke ca khi khong co brief.
Cau truc Pillar → Angle → Topic
Target audience → Insight (09) → Key message
→ Pillar 1 / Pillar 2 / Pillar 3
→ Angle 1.1 / 1.2 / 1.3 (goc nhin cu the trong pillar)
→ Topic (bai viet / video cu the)
- Pillar = chu de lon ma brand co tham quyen noi — moi brand can 3-5 pillar, khong chong cheo.
- Angle = goc nhin / cach tiep can cu the trong moi pillar.
- Topic = bai cu the sinh ra tu angle (dung Content Matrix ben duoi de tao hang loat).
Moi pillar khai bao du 4 muc: dinh nghia (brand noi ve dieu nay vi...), 3 angle chinh, format phu hop, tang pheu chu yeu.
Cong thuc chon truc noi dung: Truc noi dung = Muc tieu truyen thong x Van de khach hang x The manh thuong hieu. Thieu 1 trong 3 ve la truc bi lech (chi co the manh = tu khen; chi co van de khach = khong khac biet).
Ti le pillar theo objective
| Objective ky nay | Pillar thu hut | Pillar chuyen mon | Pillar chuyen doi |
|---|---|---|---|
| Awareness | 50% | 30% | 20% |
| Leads | 30% | 40% | 30% |
| Convert | 20% | 30% | 50% |
Hook bank — chuan bi truoc khi vao ky
Truoc moi ky, viet san 20 hook theo 5 nhom (moi nhom 4 hook), viet that theo brand — khong de placeholder:
| Nhom | Huong |
|---|---|
| Pain hook | Bat dau bang noi dau cua khach |
| Curiosity hook | Cau hoi / statement gay to mo |
| Social proof hook | So lieu / testimonial an tuong |
| Education hook | Kien thuc it nguoi biet |
| Contrarian hook | Noi nguoc dieu thuong thay |
Cong thuc hook chi tiet:
references/hook-formulas-vn.md. Tone hook doi chieu35-brand-voice.
Quy trinh 5 giai doan cua content system
Lich noi dung nam o giai doan 2 cua he thong content hoan chinh. Kiem tra giai doan truoc da xong chua roi hay len lich:
| Giai doan | Viec can lam | Skill | Tieu chuan / Thoi gian |
|---|---|---|---|
| 1. Nen tang (lam 1 lan, review moi quy) | Brand voice, insight khach hang, nghien cuu doi thu, content strategy | 35-brand-voice, 09-insight-khach-hang, 08-nghien-cuu-doi-thu |
Brand voice lam truoc tien; strategy review sau 4 tuan dau |
| 2. Lap ke hoach | Lich chi tiet tung ngay + brief tung bai | Skill nay + 36-content-brief |
Lich: 2-4 gio; brief: 30-60 phut/bai; 1 brief = 1 bai = 1 angle = 1 CTA |
| 3. San xuat | Caption, script, email, ads copy, seeding, UGC | 37-caption-social, 04-script-video, 14-email-marketing, 05-copy-quang-cao, 38-seeding-plan, 06-brief-ugc-egc |
Doc to len truoc khi chot; doi chieu brand voice moi bai |
| 4. Brief visual | Brief anh / carousel / video cho designer, editor | 42-brief-hinh-anh, 43-brief-carousel, 44-brief-video-editor |
Chi brief visual khi copy DA duyet; gui kem reference |
| 5. Do luong | Audit winner/loser, bao cao, plan ky sau tu data | 39-content-audit, 07-bao-cao-marketing, 40-next-content-plan |
Audit it nhat 1 lan/thang (keo data ngay 28-30); plan moi luon tu data cu |
Nguyen tac xay lich noi dung
1. Quy tac phan bo pheu (Funnel Distribution)
| Tang pheu | Ti le | Muc dich | Loai noi dung |
|---|---|---|---|
| TOFU (Nhan biet) | 40% | Thu hut nguoi moi | Trend, tips, POV, behind scenes, cham noi dau |
| MOFU (Can nhac) | 35% | Xay trust, thuyet phuc | Case study, review, so sanh, quy trinh, FAQ |
| BOFU (Chuyen doi) | 15% | Chot don | Offer, deal, countdown, retarget, livestream |
| Retention | 10% | Giu khach cu | VIP content, referral, community, re-engage |
Tham khao chi tiet goc do noi dung tai
references/content-angles.md.
2. Content Pillar Balance
Moi thuong hieu can 3–5 pillar. Kiem tra balance moi tuan.
| Pillar | Ti le khuyen nghi | Kiem tra tuan nay |
|---|---|---|
| Giao duc (Education) | 30–35% | [so bai] / [tong bai] = [%] |
| Cam hung (Inspiration) | 20–25% | [so bai] / [tong bai] = [%] |
| Giai tri (Entertainment) | 20–25% | [so bai] / [tong bai] = [%] |
| Ban hang (Selling) | 10–15% | [so bai] / [tong bai] = [%] |
| Cong dong (Community) | 5–10% | [so bai] / [tong bai] = [%] |
Quy tac: Neu 1 pillar lech qua 10% so voi khuyen nghi → dieu chinh tuan sau.
3. Source Type Mix
| Loai noi dung | Ti le | Mo ta |
|---|---|---|
| FGC (Founder Generated) | 25–30% | Founder/chuyen gia tu lam — trust cao nhat |
| Brand Content | 30–35% | Noi dung thuong hieu chinh thuc |
| UGC (User Generated) | 20–25% | Khach hang tu tao — social proof |
| EGC (Employee Generated) | 10–15% | Nhan vien chia se — authentic |
Content Matrix — Y tuong noi dung tu dong
Ma tran noi dung chuan hoa cho thi truong VN.
Ghep content pillar cua brand voi 8 dinh dang de tao 24–40 y tuong cung luc.
8 dinh dang content
| # | Dinh dang | Mo ta | Vi du |
|---|---|---|---|
| 1 | Huong dan | Day 1 ky nang cu the, buoc-buoc | "3 buoc setup Pixel Meta dung chuan" |
| 2 | Truyen cam hung | Cau chuyen thanh cong, vuot kho | "Tu 0 follower den 50K trong 6 thang — chuyen that" |
| 3 | Phan tich | Giai thich tai sao, co che hoat dong | "Tai sao ads ban dat ma khong co don? Root cause analysis" |
| 4 | Nguoc doi | Thach thuc niem tin pho bien | "Chay ads nhieu hon KHONG phai la cach tang don" |
| 5 | Quan sat | Xu huong an, dieu it ai de y | "Dieu dang xay ra tren TikTok Shop ma it ai biet" |
| 6 | So sanh X vs Y | 2 cong cu/cach tiep can/chien luoc | "Meta Ads vs TikTok Ads: nganh nao chon gi?" |
| 7 | Hien tai vs Tuong lai | Du bao, xu huong sap den | "Marketing 2025 vs 2026: 5 thay doi lon" |
| 8 | Danh sach | Tips, sai lam, bai hoc, cong cu | "7 sai lam chay ads pho bien nhat cua SME Viet" |
Cach dung
- Lay 3–5 content pillar cua brand (tu
product-marketing-contexthoac hoi user) - Tao bang: pillar (hang) x 8 dinh dang (cot) = 24–40 y tuong
- Moi o ghi tieu de cu the — khong ghi chung chung ("Marketing" ❌, "3 cach giam CPMess duoi 25K" ✅)
- Chon 15 y tuong tot nhat → dien vao lich noi dung tuan
Template content matrix
| Pillar \ Dinh dang | Huong dan | Truyen cam hung | Phan tich | Nguoc doi | Quan sat | X vs Y | Hien tai vs TL | Danh sach |
|---------------------|----------|-----------------|-----------|-----------|---------|--------|----------------|-----------|
| [Pillar 1] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 2] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 3] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 4] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
Tip: Chay content matrix 1 lan/thang → co san 32+ y tuong. Khong bao gio het chu de.
Content Repurposing Matrix
Quy tac 1:7 — moi noi dung goc tao ra it nhat 7 phien ban:
Bang repurposing
| STT | Noi dung goc | Phien ban | Kenh muc tieu | Thoi luong / Do dai | Thoi gian san xuat |
|---|---|---|---|---|---|
| 1 | Video dai 3–5 phut | Nguyen ban | YouTube | 3–5 phut | 2–4h |
| 2 | Clip ngan #1 (hook) | TikTok | 15–30s | 15 phut | |
| 3 | Clip ngan #2 (tip chinh) | Reels | 15–30s | 15 phut | |
| 4 | Clip ngan #3 (ket qua) | TikTok | 15–30s | 15 phut | |
| 5 | Carousel 5–7 slide | Facebook, Instagram | 5–7 anh | 30 phut | |
| 6 | Bai blog SEO | Website | 800–1500 tu | 1–2h | |
| 7 | Email newsletter | Email list | 300–500 tu | 30 phut | |
| 8 | 3 quote card | Story, Threads | 1 anh/card | 15 phut | |
| 9 | Audio snippet | Zalo OA voice note | 1–2 phut | 10 phut |
Quy trinh repurpose
Ngay 1: Quay/viet noi dung goc
Ngay 1: Cat clip ngan (3 clip, 45 phut)
Ngay 2: Lam carousel + quote card (45 phut)
Ngay 2: Viet blog tu noi dung goc (1–2h)
Ngay 3: Gui email newsletter (30 phut)
Ngay 3–7: Dang rai cac phien ban theo lich
Thoi gian dang toi uu — Vietnam
Gio vang theo kenh (UTC+7)
| Kenh | Thu 2–6 | Thu 7 | Chu Nhat | Ghi chu |
|---|---|---|---|---|
| TikTok | 6:30–8:00, 11:30–13:00, 19:00–21:30 | 9:00–11:00, 19:00–22:00 | 10:00–12:00, 19:00–22:00 | Peak: 20:00–21:00 |
| 7:00–8:30, 11:00–13:00, 19:00–21:00 | 8:00–10:00, 19:00–21:00 | 9:00–11:00, 19:00–21:00 | Peak: 12:00, 20:00 | |
| 7:00–9:00, 12:00–14:00, 18:00–20:00 | 9:00–11:00, 18:00–20:00 | 10:00–12:00 | Peak: 12:00–13:00 | |
| Zalo OA | 8:00–9:00, 17:00–18:30 | 9:00–10:00 | Khong gui | Gioi han 2–3 broadcast/tuan |
| 8:00–9:30, 14:00–15:00 | Khong gui | Khong gui | Thu 3 + Thu 5 tot nhat | |
| YouTube | 17:00–20:00 | 14:00–17:00 | 14:00–17:00 | Video dai — cuoi tuan tot hon |
| Blog/SEO | Bat ky | Bat ky | Bat ky | Dang 2–4 bai/tuan, Google index 1–3 ngay |
Mua cao diem Vietnam
| Thoi diem | Ghi chu | Dieu chinh |
|---|---|---|
| Tet Nguyen Dan (T1–T2) | CPM tang 30–50%, engagement tang | Tang content tru Tet, len lich truoc 2 tuan |
| 8/3 + 20/10 | Nganh Beauty, F&B tang manh | Chay chien dich truoc 1 tuan |
| Black Friday (T11) | E-commerce, courses | CPM tang 20–30% |
| Back to school (T8–T9) | Education, edtech | Content giao duc tang |
| He (T6–T8) | F&B, du lich, giai tri | Tang content giai tri, lifestyle |
AI Content Scoring
Cham diem moi content truoc khi dang (thang diem 10):
| Tieu chi | Trong so | Diem (1–10) | Diem x Trong so |
|---|---|---|---|
| Hook (3s dau co giu chan khong?) | 25% | [diem] | |
| Relevance (dung insight khach hang?) | 20% | [diem] | |
| Value (khach nhan duoc gi?) | 20% | [diem] | |
| CTA (ro rang, de hanh dong?) | 15% | [diem] | |
| Visual (chat luong hinh/video?) | 10% | [diem] | |
| Brand consistency (dung tone, mau sac?) | 10% | [diem] | |
| Tong | 100% | [tong]/10 |
Nguong dang:
- 8–10: Dang ngay, co the boost paid
- 6–7.9: Dang duoc, can chinh sua nhe
- 4–5.9: Can viet lai hook hoac CTA
- <4: Khong dang, lam lai
Template lich noi dung tuan
Tuan [so] — [ngay bat dau] den [ngay ket thuc]
| Ngay | Thu | Kenh | Gio dang | Dinh dang | Tang pheu | Pillar | Chu de | Hook / Headline | CTA | Source type | Nguoi TH | Trang thai |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| [ngay] | T2 | TikTok | 20:00 | Video 30s | TOFU | Giao duc | [chu de] | [hook 3s] | [CTA] | FGC | [ten] | Draft / Done / Posted |
| [ngay] | T2 | 12:00 | Carousel | MOFU | Cam hung | [chu de] | [headline] | [CTA] | Brand | [ten] | ||
| [ngay] | T3 | TikTok | 12:00 | Video 15s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
| [ngay] | T3 | 08:30 | Newsletter | MOFU | Giao duc | [chu de] | [subject line] | [CTA] | Brand | [ten] | ||
| [ngay] | T4 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
| [ngay] | T4 | 20:00 | Video 60s | BOFU | Ban hang | [chu de] | [headline] | [CTA] | Brand | [ten] | ||
| [ngay] | T5 | TikTok | 12:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
| [ngay] | T5 | 08:30 | Offer | BOFU | Ban hang | [chu de] | [subject line] | [CTA] | Brand | [ten] | ||
| [ngay] | T5 | Zalo OA | 17:00 | Broadcast | Retention | Cong dong | [chu de] | [tieu de] | [CTA] | Brand | [ten] | |
| [ngay] | T6 | TikTok | 20:00 | Video 30s | TOFU | Giai tri | [chu de] | [hook] | [CTA] | EGC | [ten] | |
| [ngay] | T6 | 12:00 | Bai viet | MOFU | Giao duc | [chu de] | [headline] | [CTA] | Brand | [ten] | ||
| [ngay] | T7 | TikTok | 20:00 | Video 30s | MOFU | Cam hung | [chu de] | [hook] | [CTA] | UGC | [ten] | |
| [ngay] | T7 | 18:00 | Reels | TOFU | Giai tri | [chu de] | [hook] | [CTA] | FGC | [ten] | ||
| [ngay] | CN | TikTok | 20:00 | Video 15s | TOFU | Giao duc | [chu de] | [hook] | [CTA] | FGC | [ten] | |
| [ngay] | CN | Blog | -- | Bai viet | MOFU | Giao duc | [chu de] | [tieu de SEO] | [CTA] | Brand | [ten] |
Kiem tra balance tuan
| Hang muc | Ke hoach | Thuc te | Dung ti le? |
|---|---|---|---|
| Pheu: TOFU | 40% (6 bai) | [so] | Co / Khong |
| Pheu: MOFU | 35% (5 bai) | [so] | |
| Pheu: BOFU | 15% (2 bai) | [so] | |
| Pheu: Retention | 10% (2 bai) | [so] | |
| Pillar: Giao duc | 30–35% | [so] | |
| Pillar: Cam hung | 20–25% | [so] | |
| Pillar: Giai tri | 20–25% | [so] | |
| Pillar: Ban hang | 10–15% | [so] | |
| Pillar: Cong dong | 5–10% | [so] | |
| Source: FGC | 25–30% | [so] | |
| Source: Brand | 30–35% | [so] | |
| Source: UGC | 20–25% | [so] | |
| Source: EGC | 10–15% | [so] |
Tan suat dang khuyen nghi theo kenh
| Kenh | Toi thieu | Khuyen nghi | Toi uu | Ghi chu |
|---|---|---|---|---|
| TikTok | 3 video/tuan | 5–7 video/tuan | 1–2 video/ngay | Nhieu hon = nhieu data test |
| 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Mix video + carousel + text | |
| 3 post/tuan | 4–5 post/tuan | 1 post/ngay | Reels uu tien | |
| Zalo OA | 1 broadcast/tuan | 2–3 broadcast/tuan | 3 broadcast/tuan | Qua 3 → unfollow tang |
| 1 email/tuan | 2 email/tuan | 2 email/tuan | Qua nhieu → spam | |
| YouTube | 1 video/tuan | 1–2 video/tuan | 2 video/tuan | Chat luong > so luong |
| Blog/SEO | 1 bai/tuan | 2–4 bai/tuan | 1 bai/ngay | SEO can thoi gian |
Cross-reference
| Khi can | Goi skill |
|---|---|
| Script cho video TikTok trong lich | 04-script-video |
| Copy cho bai dang Facebook | 05-copy-quang-cao |
| Brief cho UGC/EGC trong lich | 06-brief-ugc-egc |
| Insight de chon chu de | 09-insight-khach-hang |
| Ke hoach tong the (lich nam trong do) | 00-ke-hoach-mkt |
Checklist chat luong
Truoc khi giao lich noi dung, kiem tra:
- Du 15 bai/tuan tro len (hoac dung tan suat user yeu cau)
- Ti le pheu cong dung: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
- Content pillar balance — khong lech qua 10%
- Source type mix — co du FGC, Brand, UGC, EGC
- Moi bai co hook/headline cu the — khong de trong
- Moi bai co CTA ro rang
- Gio dang theo gio vang Vietnam (UTC+7)
- Khong dang 2 bai cung kenh cung gio
- Content repurposing — moi noi dung goc co it nhat 3 phien ban
- Zalo OA khong qua 3 broadcast/tuan
- Email khong qua 2 email/tuan (tru chuoi welcome)
- Co cot nguoi thuc hien va trang thai
- AI Content Score >= 6 cho moi bai