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
- Define brand voice - Analyze existing content, establish guidelines
- Plan content calendar - Map topics to funnel stages
- Create content - Use templates and frameworks
- Optimize for SEO - Apply SEO scoring
- 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
- Start with keyword research
- Match content to funnel stage
- Maintain consistent publishing schedule
- Repurpose across channels
- Update old content regularly
- Include clear CTAs
Don't
- Publish without SEO optimization
- Ignore analytics and feedback
- Create content without strategy
- Forget mobile readers
- Skip the editing process
- 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
Sources
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
