TODO — make this yours. This is a generic starting template. Edit it to fit your own marketing operation: your channels and brand voice, your ICP and audience segments, your campaign cadence, and your reporting/analytics stack. Delete what you don't use.

Marketing Skill

Campaigns

Campaign Framework: Objective, Audience, Message, Channel, Measure

1. Objective

• Awareness: increase brand or product visibility (measured by reach, impressions, share of voice)
• Consideration: drive engagement and education (measured by content engagement, email signups, webinar attendance)
• Conversion: generate leads or sales (measured by signups, demos, purchases, pipeline)
• Retention: re-engage existing customers (measured by churn reduction, upsell, NPS)
• Advocacy: turn customers into promoters (measured by referrals, reviews, UGC)

2. Audience

• Demographics: role/title, seniority, company size, industry
• Psychographics: motivations, pain points, goals, objections
• Behavioral: where they consume content, how they buy, what they have engaged with before
• Buying stage: are they unaware of the problem, researching solutions, or ready to buy?

"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."

3. Message

• Core message: one sentence that captures what you want the audience to think, feel, or do
• Supporting messages: 3-4 points that provide evidence, address objections, or elaborate on benefits
• Proof points: data, case studies, testimonials, or third-party validation for each supporting message
• Differentiation: what makes your offering different from alternatives (including doing nothing)

1. Why should I care? (addresses the pain point or opportunity)
2. What is the solution? (positions your offering)
3. Why you? (differentiates from alternatives)
4. What should I do? (call to action)

4. Channel

5. Measure

Channel Selection Guide

Owned Channels

Earned Channels

Paid Channels

Channel Selection Criteria

• Where does your target audience spend time?
• What is the buying stage you are targeting? (awareness channels vs. conversion channels)
• What is your budget? (paid channels require spend; owned/earned require time)
• What content assets do you already have or can you produce?
• What has worked in the past? (reference historical data if available)

Content Calendar Creation

Calendar Structure

Calendar Planning Process

1. Start with milestones: campaign launch, event dates, product releases, seasonal moments
2. Work backward: what needs to be live and when? What is the production lead time?
3. Map content to funnel stages: ensure coverage across awareness, consideration, and conversion
4. Batch by theme: group related content pieces into weekly or bi-weekly themes
5. Balance channels: do not over-index on one channel; ensure the audience sees the campaign across touchpoints
6. Build in flexibility: leave 20% of calendar slots open for reactive or opportunistic content

Content Cadence Guidelines

• Blog: 1-4 posts per week depending on team size and goals
• Email newsletter: weekly or bi-weekly for most audiences
• Social media: 3-7 posts per week per platform (varies by platform)
• Paid campaigns: continuous during campaign window with creative refreshes every 2-4 weeks
• Webinars: monthly or quarterly depending on resources

Production Timeline Benchmarks

• Blog post: 3-5 business days (research, draft, review, publish)
• Email campaign: 2-3 business days (copy, design, test, send)
• Social media posts: 1-2 business days (draft, design, schedule)
• Landing page: 5-7 business days (copy, design, development, QA)
• Video content: 2-4 weeks (script, production, editing)
• Ebook/whitepaper: 2-4 weeks (outline, draft, design, review)

Budget Allocation Approaches

Percentage of Revenue Method

• Industry benchmark: 5-15% of revenue for marketing, with B2B typically at 5-10% and B2C at 10-15%
• Startups and growth-stage companies often invest 15-25% of revenue in marketing
• Within the marketing budget, allocate across brand (long-term) and performance (short-term)

Channel Allocation Framework

Budget Optimization Principles

• Start with your highest-confidence channel and allocate 60-70% of paid budget there
• Reserve 15-20% for testing new channels or tactics
• Shift budget monthly based on performance data (do not set and forget)
• Account for production costs, not just media spend
• Include a 10-15% contingency for unexpected opportunities or overruns

Success Metrics by Campaign Type

Awareness Campaign

Lead Generation Campaign

Product Launch Campaign

Retention/Engagement Campaign

Event/Webinar Campaign

Content

Content Type Templates

Blog Post Structure

1. Headline — clear, benefit-driven, includes primary keyword (aim for 60 characters or less for SEO)
2. Introduction (100-150 words) — hook the reader with a question, statistic, bold claim, or relatable scenario. State what the post will cover. Include primary keyword.
3. Body sections (3-5 sections) — each with a descriptive subheading (H2). Use H3 for subsections. One core idea per section with supporting evidence, examples, or data.
4. Conclusion (75-100 words) — summarize key takeaways, reinforce the main message, include a call to action.
5. Meta description — under 160 characters, includes primary keyword, compels the click.

Social Media Post Structure

• Hook — first line grabs attention (question, bold statement, number)
• Body — 2-4 concise points or a short narrative
• CTA — what should the reader do next (comment, click, share, tag)
• Hashtags — 3-5 relevant hashtags (platform-dependent)

Email Newsletter Structure

• Subject line — under 50 characters, creates curiosity or states clear value
• Preview text — complements the subject line, does not repeat it
• Header/hero — visual anchor and one-line value statement
• Body sections — 2-3 content blocks, each scannable with a bold intro sentence
• Primary CTA — one clear action per email
• Footer — unsubscribe link, company info, social links

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
• Subheadline — optional, adds context
• 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

Case Study Structure

• Title — "[Customer] achieves [result] with [product]"
• Snapshot — customer name, industry, company size, product used, key result (sidebar or callout box)
• Challenge — what problem the customer faced
• Solution — what was implemented and how
• Results — quantified outcomes with specific metrics
• Quote — customer testimonial
• CTA — learn more, get a demo, read more case studies

Writing Best Practices by Channel

Blog

• Write at an 8th-grade reading level for broad audiences; adjust up for technical audiences
• Use short paragraphs (2-4 sentences)
• Include subheadings every 200-300 words
• Use bullet points and numbered lists to break up text
• Include at least one data point, example, or quote per section
• Write in active voice
• Front-load key information in each section

Social Media

• LinkedIn: professional but human, paragraph breaks for readability, personal stories and lessons perform well, 1,300 characters is the sweet spot before "see more"
• Twitter/X: concise and punchy, strong opening words, threads for longer narratives, engage with replies
• Instagram: visual-first captions, storytelling hooks, line breaks for readability, hashtags in first comment or at end
• Facebook: conversational tone, questions drive comments, shorter posts (under 80 characters) get more engagement for links

Email

• Write subject lines that create urgency, curiosity, or state clear value
• Personalize where possible (name, company, behavior)
• One primary CTA per email — make it visually distinct
• Keep body copy scannable: bold key phrases, short paragraphs, bullet points
• Test everything: subject lines, send times, CTA copy, layout
• Mobile-first: most email is read on mobile

Web (Landing Pages, Product Pages)

• Lead with benefits, not features
• Use "you" language — speak to the reader directly
• Minimize jargon unless the audience expects it
• Every section should answer "so what?" from the reader's perspective
• Reduce friction: fewer form fields, clear next steps, trust signals near CTAs

SEO Fundamentals for Content

Keyword Strategy

• Identify one primary keyword and 2-3 secondary keywords per piece
• Use the primary keyword in: headline, first paragraph, one subheading, meta description, URL slug
• Use secondary keywords naturally in body copy and subheadings
• 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, includes primary keyword, compels click
• URL slug: short, descriptive, includes primary keyword
• H1: one per page, matches or closely reflects the title tag
• H2/H3: descriptive, include secondary keywords where natural
• Image alt text: descriptive, includes keyword where relevant
• Internal links: 2-3 links to related content on your site
• External links: 1-2 links to authoritative sources

Content-SEO Integration

• Aim for comprehensive coverage of the topic (search engines reward depth)
• Answer related questions (check "People Also Ask" for ideas)
• Update and refresh high-performing content regularly
• Structure content for featured snippets: definition paragraphs, numbered lists, tables

Headline and Hook Formulas

Headline Formulas

• How to [achieve result] [without common obstacle] — "How to Double Your Email Open Rates Without Sending More Emails"
• [Number] [adjective] ways to [achieve result] — "7 Proven Ways to Reduce Customer Churn"
• Why [common belief] is wrong (and what to do instead) — "Why More Content Is Not the Answer (And What to Do Instead)"
• The [adjective] guide to [topic] — "The Complete Guide to B2B Content Marketing"
• [Do this], not [that] — "Build a Community, Not Just an Audience"
• What [impressive result] taught us about [topic] — "What 10,000 A/B Tests Taught Us About Email Subject Lines"
• [topic]: what [audience] needs to know in [year] — "SEO: What Marketers Need to Know in 2025"

Hook Formulas (Opening Lines)

• Surprising statistic: "73% of marketers say their biggest challenge is not budget — it is focus."
• Contrarian statement: "The best marketing campaigns start with saying no to most channels."
• Question: "When was the last time a marketing email actually changed what you bought?"
• Scenario: "Imagine launching a campaign and knowing, before it goes live, which messages will land."
• Bold claim: "Most landing pages lose half their visitors in the first three seconds."
• Story opening: "Last quarter, our team was spending 20 hours a week on reporting. Here is what we did about it."

Call-to-Action Best Practices

CTA Principles

• Use action verbs: "Get", "Start", "Download", "Join", "Try", "See"
• Be specific about what happens next: "Start your free trial" is better than "Submit"
• Create urgency when genuine: "Join 500 teams already using this" or "Limited spots available"
• Reduce risk: "No credit card required", "Cancel anytime", "Free for 14 days"
• One primary CTA per page or email — too many choices reduce conversions

CTA Examples by Context

• Blog post: "Read our complete guide to [topic]" / "Subscribe for weekly insights"
• Landing page: "Start free trial" / "Get a demo" / "See pricing"
• Email: "Read the full story" / "Claim your spot" / "Reply and tell us"
• Social media: "Drop a comment if you agree" / "Save this for later" / "Link in bio"
• Case study: "See how [product] can work for your team" / "Talk to our team"

CTA Placement

• Above the fold on landing pages (do not make users scroll to act)
• After establishing value in emails (not in the first sentence)
• At the end of blog posts (after you have earned the reader's trust)
• In-line within content when contextually relevant (e.g., a related guide mention)
• Repeat the primary CTA at the bottom of long-form pages

Brand voice

Brand Voice Documentation Framework

1. Brand Personality — define the brand as if it were a person. What are its defining traits? Example: "If our brand were a person, they would be a knowledgeable colleague who explains complex things simply, celebrates your wins genuinely, and never talks down to you."
2. Voice Attributes — 3-5 attributes that define how the brand communicates (see below).
3. Audience Awareness — who the brand is speaking to (primary and secondary), what they care about, their expertise level, and how they expect to be addressed.
4. Core Messaging Pillars — 3-5 key themes the brand consistently communicates, their hierarchy, and how each connects to audience needs.
5. Tone Spectrum — how the voice adapts across contexts while remaining recognizably the same brand (see Tone Adaptation below).
6. Style Rules — specific grammar, formatting, and language rules (see Style Guide Enforcement below).
7. Terminology — preferred and avoided terms (see Terminology Management below).

Voice Attributes

Common Voice Attribute Pairs

Defining an Attribute

• 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]

• We are: friendly, clear, jargon-free, welcoming to beginners and experts alike
• We are not: dumbed-down, overly casual, or lacking substance
• This sounds like: "Here's how to get started — it takes about five minutes."
• This does NOT sound like: "Yo! This is super easy, even a noob can do it lol."

Tone Adaptation Across Channels and Contexts

Tone by Channel

Tone by Situation

Tone Adaptation Rule

• In a product launch, dial up boldness
• In an incident response, dial up warmth
• Neither attribute disappears; the balance shifts

Style Guide Enforcement

Grammar and Mechanics

Formatting Conventions

• Heading hierarchy (when to use H1, H2, H3)
• Bold and italic usage (bold for emphasis, italic for titles/terms)
• Link text (descriptive vs. "click here" — always descriptive)
• Image alt text requirements
• Code formatting (for technical brands)
• Callout or highlight box usage

Punctuation and Emphasis

• Exclamation mark policy (limited use, never more than one)
• Ellipsis usage (avoid in most professional contexts)
• ALL CAPS policy (avoid; use bold for emphasis instead)
• Emoji usage by channel (professional channels: minimal or none; social: where appropriate)

Terminology Management

Preferred Terms

Product and Feature Names

• Official capitalization for product names
• When to use the full product name vs. shorthand
• Whether to use "the" before product names
• How to handle versioning in copy
• Trademark and registration symbols (when required and when to omit)

Inclusive Language

• Use gender-neutral language (they/them for unknown individuals)
• Avoid ableist language ("crazy", "blind spot", "lame")
• Use person-first language where appropriate
• Avoid culturally specific idioms that may not translate
• Use "simple" or "straightforward" instead of "easy" (what is easy varies by person)

Industry Jargon Management

• Define which technical terms the audience understands without explanation
• List jargon that should always be defined or replaced with plain language
• Specify which acronyms need to be spelled out on first use
• Audience-specific glossary for terms that mean different things to different readers

Competitor and Category Terms

• How to refer to your product category (use your preferred framing)
• How to refer to competitors (by name or generically)
• Terms competitors have coined that you should avoid (to prevent reinforcing their positioning)
• Your preferred differentiation language

Performance

Key Marketing Metrics by Channel

Email Marketing

Social Media

Paid Advertising (Search and Social)

SEO / Organic Search

Content Marketing

Overall Marketing / Pipeline

Reporting Templates and Dashboards

Weekly Marketing Report

• Top 3 metrics with week-over-week change
• What worked this week (1-2 bullet points with data)
• What needs attention (1-2 bullet points with data)
• This week's priorities (3-5 action items)

Monthly Marketing Report

1. Executive summary (3-5 sentences)
2. Key metrics dashboard (table with MoM and target comparison)
3. Channel-by-channel performance summary
4. Campaign highlights and results
5. What worked and what did not (with hypotheses)
6. Recommendations and next month priorities
7. Budget spend vs. plan

Quarterly Business Review (QBR)

1. Quarter performance vs. goals
2. Year-to-date trajectory
3. Channel ROI analysis
4. Campaign performance summary
5. Competitive and market observations
6. Strategic recommendations for next quarter
7. Budget request and allocation plan
8. Key experiments and learnings

Dashboard Design Principles

• Lead with the metrics that map to business objectives (not vanity metrics)
• Show trends over time, not just point-in-time snapshots
• Include comparison context: prior period, target, benchmark
• Use consistent color coding: green (on track), yellow (at risk), red (off track)
• Group metrics by funnel stage or business question
• Keep dashboards to one page/screen — detail goes in appendix
• Update cadence should match decision cadence (real-time for paid, weekly for content)

Trend Analysis and Forecasting

Trend Identification

1. Directional trends: is the metric consistently going up, down, or flat over 4+ periods?
2. Inflection points: where did performance change direction and what happened then?
3. Seasonality: are there predictable patterns by day of week, month, or quarter?
4. Anomalies: one-time spikes or drops — what caused them and are they repeatable?
5. Leading indicators: which metrics change first and predict future outcomes?

Trend Analysis Process

1. Chart the metric over time (at least 8-12 data points for meaningful trends)
2. Identify the overall direction (upward, downward, flat, cyclical)
3. Calculate the rate of change (is it accelerating or decelerating?)
4. Overlay key events (campaigns launched, product changes, market events)
5. Compare to benchmarks or targets
6. Identify correlations with other metrics
7. Form hypotheses about causation (and plan tests to validate)

Simple Forecasting Approaches

• Linear projection: extend the current trend line forward (useful for stable metrics)
• Moving average: smooth out noise by averaging the last 3-6 periods
• Year-over-year comparison: use last year's pattern as a baseline, adjusted for growth rate
• Funnel math: forecast outputs from inputs (e.g., if we generate X leads at Y conversion rate, we will get Z customers)
• Scenario modeling: create best case, expected case, and worst case projections

Forecasting Caveats

• Short-term forecasts (1-3 months) are more reliable than long-term
• Forecasts based on fewer than 12 data points should be flagged as low confidence
• External factors (market shifts, competitive moves, economic changes) can invalidate trend-based forecasts
• Always present forecasts as ranges, not exact numbers

Attribution Modeling Basics

What Is Attribution?

Common Attribution Models

Attribution Practical Guidance

• Start with last-touch attribution if you have no model in place — it is the simplest and most actionable
• Compare first-touch and last-touch to understand which channels drive awareness vs. conversion
• Use position-based (U-shaped) as a reasonable middle ground for most B2B companies
• Data-driven attribution requires high conversion volume to be statistically meaningful
• No model is perfect — use attribution directionally, not as absolute truth
• Multi-touch attribution is better than single-touch, but any model is better than none

Attribution Pitfalls

• Do not optimize one channel in isolation based on single-touch attribution
• Awareness channels (display, social, PR) will always look bad in last-touch models
• Conversion channels (search, retargeting) will always look bad in first-touch models
• Self-reported attribution ("how did you hear about us?") provides useful qualitative color but is unreliable as quantitative data
• Cross-device and cross-channel tracking gaps mean attribution data is always incomplete

Optimization Recommendations Framework

Optimization Process

1. Identify: which metrics are underperforming vs. target or benchmark?
2. Diagnose: where in the funnel is the problem? (impressions, clicks, conversions, retention)
3. Hypothesize: what is causing the underperformance? (audience, message, creative, offer, timing, technical)
4. Prioritize: which fixes will have the biggest impact with the least effort?
5. Test: design an experiment to validate the hypothesis
6. Measure: did the change improve the metric?
7. Scale or iterate: roll out wins broadly; iterate on inconclusive or failed tests

Optimization Levers by Funnel Stage

Prioritization Framework

• High: directly addresses the primary bottleneck
• Medium: addresses a contributing factor
• Low: incremental improvement

• Low: copy change, targeting adjustment, simple A/B test
• Medium: new creative, landing page redesign, workflow change
• High: new tool, cross-team project, major content production

1. High impact, low effort (do immediately)
2. High impact, high effort (plan and resource)
3. Low impact, low effort (do if capacity allows)
4. Low impact, high effort (deprioritize)

Testing Best Practices

• Test one variable at a time for clean results
• Define the success metric before launching the test
• Calculate required sample size before starting (do not end tests early)
• Run tests for a minimum of one full business cycle (typically one week for B2B)
• Document all tests and results, regardless of outcome
• Share learnings across the team — failed tests are valuable information
• A test that confirms the status quo is not a failure — it builds confidence in your current approach

Continuous Optimization Cadence

• Daily: monitor paid campaigns for budget pacing, anomalies, and disapproved ads
• Weekly: review channel performance, pause underperformers, scale winners
• Bi-weekly: refresh ad creative and test new variants
• Monthly: full performance review, identify new optimization opportunities, update forecasts
• Quarterly: strategic review of channel mix, budget allocation, and targeting strategy