40-next-content-plan

Next Content Plan

Plan khong co data cu = doan mo. Thu tu cung: quet data → nhan winner → test hypothesis moi → len lich. Khong thay doi tat ca cung luc — ky nao cung dap di xay lai la khong bao gio biet dieu gi work.

Thu thap thong tin — LUON quet data cu truoc

Truoc khi viet bat ky dong plan nao, can co:

1. Content audit ky truoc (tu 39-content-audit) — neu chua co, chay 39 truoc, khong lap plan chay.
2. Report ky truoc (tu 07-bao-cao-marketing) neu co.
3. KPI target ky moi — muc tieu thay doi gi so voi ky truoc?
4. Bien dong ky moi: campaign / event / launch sap dien ra? Budget / team capacity thay doi?

Neu user khong cung cap duoc data toi thieu (audit hoac danh sach bai + metric), dung lai va de xuat chay 39-content-audit truoc.

Nguyen tac

1. Data truoc, plan sau. Moi thay doi trong plan phai trace ve 1 dong data ky truoc.
2. Nhan winner truoc khi thu moi. Winner da chung minh — nhan ban voi bien the nho truoc khi dat cuoc vao y tuong la.
3. Ti le 70/20/10:
   • 70% san luong = format + angle da chung minh (winner giu nguyen cong thuc).
   • 20% = bien the toi uu tu winner (doi hook, doi kenh, doi do dai — giu loi).
   • 10% = thu nghiem hoan toan moi (hypothesis).
4. Toi da 2 hypothesis moi/ky. Test nhieu hon khong du data de ket luan cai nao work.
5. Loser khong tu dong bo han. Phan biet: loser do angle sai (bo) vs loser do execution kem (sua execution, thu lai 1 lan).
6. Plan tong quan theo tuan — chi tiet tung ngay giao cho 01-lich-noi-dung.

Quy trinh

Buoc 1 — Review ky truoc

Tu audit (39) + report (07), dien bang 3 cot:

Da work (GIU)	Khong work (DUNG)	Chua thu (TEST MOI)
[format/angle/kenh + so lieu chung minh]	[+ ly do tu data]	[y tuong tu pattern hoac insight moi]

Buoc 2 — Dinh huong ky moi

Ky lap plan	Muc tieu chinh	KPI uu tien	Campaign kem	Thay doi lon

Muc tieu chinh chi 1 — reach / lead / conversion / retention. KPI uu tien la metric se dung de danh gia ky nay.

Buoc 3 — Content mix ky moi (ap ti le 70/20/10)

Nhom	Ti le	Noi dung
Proven (70%)	~70% so bai	Winner giu nguyen cong thuc — chi thay chu de
Toi uu (20%)	~20% so bai	Bien the tu winner: doi hook / kenh / do dai
Thu nghiem (10%)	~10% so bai	Hypothesis moi (toi da 2)

Kem bang dieu chinh ti le pheu:

Loai	Ti le ky truoc	Ti le ky moi	Ly do thay doi (tu data)
TOFU / MOFU / BOFU
Video vs Static

Buoc 4 — Nhan winner

Winner goc	Ket qua (metric)	Nhan ban thanh	Thay doi gi	Kenh / Thoi diem

Moi winner nhan thanh 2-3 bien the — giu cau truc hook + format, thay chu de / goc quay / nhan vat.

Buoc 5 — Hypothesis moi (toi da 2)

Hypothesis	Format	Kenh	KPI do	Thoi gian test	Tieu chi ket luan

Hypothesis phai viet dang kiem chung duoc: "Neu [thay doi X] thi [metric Y] se [tang/giam Z%]". Setup test chi tiet → goi 19-ab-test-setup.

Buoc 6 — Lich tong quan + phan cong

Tuan	Theme	Kenh uu tien	So bai	Highlight (winner nhan ban / hypothesis)
Tuan 1
Tuan 2
Tuan 3
Tuan 4

Nguoi	Trach nhiem	So bai/tuan	Kenh chinh

Chi tiet tung ngay (gio dang, hook, CTA, trang thai) → chay 01-lich-noi-dung. Brief tung bai → 36-content-brief.

Cau truc ket qua

Ten file: next-content-plan-[ten-san-pham]-[YYYYMMDD].md

# Next Content Plan — [Ky] — [San pham/Brand]

## I. Review ky truoc
| Da work (giu) | Khong work (dung) | Chua thu (test moi) |
|---------------|-------------------|---------------------|

## II. Dinh huong ky moi
| Ky lap plan | Muc tieu chinh | KPI uu tien | Campaign kem | Thay doi lon |

## III. Content mix ky moi — 70/20/10
| Nhom | Ti le | So bai | Noi dung |
[+ bang dieu chinh TOFU/MOFU/BOFU, video vs static — kem ly do tu data]

## IV. Nhan winner
| Winner goc | Ket qua | Nhan ban thanh | Thay doi gi | Kenh / Thoi diem |

## V. Hypothesis moi (toi da 2)
| Hypothesis | Format | Kenh | KPI do | Thoi gian test | Tieu chi ket luan |

## VI. Lich tong quan
| Tuan | Theme | Kenh uu tien | So bai | Highlights |

## VII. Phan cong
| Nguoi | Trach nhiem | So bai/tuan | Kenh chinh |

Lien ket skill

• 39-content-audit: input bat buoc — chay truoc plan nay. Khong co audit = khong co plan.
• 07-bao-cao-marketing: report ky truoc bo sung goc nhin KPI tong.
• 01-lich-noi-dung: nhan plan nay va trien khai lich chi tiet tung ngay.
• 36-content-brief: brief tung bai theo plan.
• 19-ab-test-setup: setup test cho 2 hypothesis moi.
• 13-phan-tich-du-lieu: ho tro doc data khi can dao sau.

Checklist chat luong

• Co data ky truoc lam can cu (audit 39 hoac report 07) — khong plan tu cam tinh
• Moi thay doi trong plan trace duoc ve data ky truoc
• Content mix theo ti le 70/20/10 — cong du 100%
• Winner co ke hoach nhan ban cu the (2-3 bien the/winner)
• Toi da 2 hypothesis moi — viet dang kiem chung duoc, co tieu chi ket luan
• Loser da phan biet: angle sai (bo) vs execution kem (sua, thu lai)
• Ti le pheu ky moi co ly do thay doi tu data — khong doi tuy hung
• Lich tong quan du 4 tuan + phan cong ro nguoi
• Da tro sang 01-lich-noi-dung cho lich chi tiet va 19-ab-test-setup cho hypothesis