Content Marketing Lifecycle Workflow

This reference defines the standard workflow, phase structure, diagnostic questions, content type sub-workflows, ethical guidelines, benchmarks, and deliverable format for all content marketing work.

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Workflow Overview

The Content Marketing Lifecycle is a 6-phase workflow that takes content from strategic planning through production, publishing, and performance iteration. Every phase has entry conditions, key activities, deliverables, and exit conditions.

The core principle: Strategy first, production second. No content gets produced without a documented purpose, target audience, funnel stage, and success metric. Random content is wasted effort.

Phase Summary

Phase	Name	Purpose	Typical Duration
1	Strategy & Calendar	Define pillars, audience mapping, editorial calendar	1-2 weeks
2	Research & Brief	Topic research, keyword analysis, content brief	1-3 days per piece
3	Draft Production	Write first draft following brief, SEO optimize	2-5 days per piece
4	Review & Optimize	Editorial review, SEO check, readability, fact-check	1-2 days per piece
5	Publish & Distribute	Platform publishing, social distribution, email promotion	1-2 days per piece
6	Performance & Iteration	Traffic, engagement, conversions, content refresh schedule	Ongoing (30/60/90 day reviews)

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Phase 1: Strategy & Calendar

Purpose

Establish the content foundation: what topics to cover, who the content serves, how it maps to the funnel, and when it publishes. This phase prevents the most common content failure -- producing content without strategic direction.

Entry Conditions

• Brand context or SOSTAC plan available (or user provides equivalent context)
• User has articulated a content need or marketing objective

Key Activities

1. Define content pillars (3-5 maximum):

   • Each pillar maps to a core audience need or business objective
   • Pillars should be broad enough for 20+ pieces each, specific enough to establish authority
   • Example: For a project management SaaS -- "Remote Team Productivity," "Project Planning Methodology," "Stakeholder Communication"

2. Map audience segments:

   • Who reads this content? (Job title, seniority, industry, company size)
   • What questions are they asking at each funnel stage?
   • What content formats do they prefer? (Blog readers vs. whitepaper downloaders vs. video consumers)

3. Build funnel mapping:

   Funnel Stage	Content Purpose	Content Types	KPI
   Top of Funnel (TOFU)	Awareness, education	Blog posts, infographics, social content, videos	Traffic, impressions, social shares
   Middle of Funnel (MOFU)	Consideration, evaluation	Case studies, comparison guides, webinars, whitepapers	Downloads, email signups, time on page
   Bottom of Funnel (BOFU)	Decision, conversion	Product demos, free tools, ROI calculators, customer stories	Trials, demos booked, purchases

4. Create editorial calendar:

   • 90-day rolling calendar minimum
   • Publication cadence: consistent frequency matters more than volume. 1 quality post/week beats 3 mediocre ones.
   • Assign each piece to a pillar, funnel stage, target keyword, and owner
   • Build in seasonal and industry event hooks

5. Define distribution plan:

   • Owned channels: Blog, email newsletter, resource hub
   • Social distribution: Which platforms, posting cadence, format adaptations
   • Paid amplification: Budget for boosting top-performing content
   • Syndication and partnerships: Guest posts, co-marketing, community sharing

6. Set content standards:

   • Voice and tone guidelines (reference brand context)
   • Quality bar: minimum word count, research depth, formatting requirements
   • SEO requirements: target keyword, secondary keywords, internal linking targets
   • Visual requirements: featured image, in-content visuals, OG image

Deliverables

• Content strategy document (pillars, audience mapping, funnel mapping, standards)
• 90-day editorial calendar
• Distribution plan

Exit Conditions

• 3-5 content pillars defined with clear audience connection
• Editorial calendar has at least 12 pieces planned (3 months at weekly cadence)
• Each calendar entry has: topic, pillar, funnel stage, target keyword, format, owner, publish date
• Distribution plan covers at least 3 channels

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Phase 2: Research & Brief

Purpose

Deep research for each content piece before writing begins. The brief is the contract between strategy and production -- it ensures the writer produces content that serves the strategic objective.

Entry Conditions

• Content piece is on the editorial calendar with assigned pillar, funnel stage, and target keyword
• Content strategy from Phase 1 is documented

Key Activities

1. Topic research:

   • Search existing content on the topic (Google top 10, competitor blogs, industry publications)
   • Identify the content gap: What does existing content miss? What angle is underserved?
   • Find original data, statistics, or expert perspectives to differentiate

2. Keyword analysis:

   • Primary keyword: search volume, difficulty, intent match
   • Secondary keywords (3-5): semantically related terms, long-tail variations
   • Search intent analysis: Is the searcher looking for information, comparison, or a solution?
   • Featured snippet opportunity: Can we structure content to capture position zero?

3. Competitive content audit (for the specific topic):

   • Top 5 ranking pages: word count, structure, depth, freshness, domain authority
   • Content quality score: What is the minimum bar to compete?
   • Differentiation angle: How will our piece be meaningfully different or better?

4. Build the content brief:

   • Working title: Clear, keyword-inclusive headline
   • Target keyword: Primary + secondary keywords
   • Search intent: Informational, navigational, commercial, transactional
   • Target audience: Specific persona this piece addresses
   • Funnel stage: TOFU, MOFU, or BOFU
   • Content angle: The unique perspective or value proposition of this piece
   • Outline: H2/H3 structure with key points under each section
   • Word count target: Based on competitive analysis (typical ranges below)
   • Internal links: Existing content to link to and from
   • CTA: What action should the reader take after reading?
   • Sources: Required data, quotes, or references to include
   • Visual needs: Charts, screenshots, diagrams, or custom graphics needed

Word Count Benchmarks by Content Type

Content Type	Minimum	Target	Maximum
Blog post (standard)	1,200	1,800-2,500	3,500
Blog post (pillar/ultimate guide)	3,000	4,000-6,000	10,000
Case study	800	1,200-1,800	2,500
Whitepaper	3,000	5,000-8,000	15,000
Thought leadership article	1,000	1,500-2,500	3,500
Lead magnet (ebook)	3,000	5,000-10,000	20,000
Product comparison	1,500	2,500-3,500	5,000

Deliverables

• Keyword research summary
• Competitive content analysis
• Content brief (complete with outline, keyword targets, CTA, word count, visuals)

Exit Conditions

• Content brief is approved by strategist or stakeholder
• Primary keyword identified with volume, difficulty, and intent documented
• Outline has H2-level structure with key points
• Differentiation angle is documented (why this piece will be better than existing content)

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Phase 3: Draft Production

Purpose

Produce the first draft following the approved content brief. The writer's job is to execute the strategic vision in the brief while bringing subject matter expertise, storytelling quality, and SEO optimization.

Entry Conditions

• Approved content brief from Phase 2
• Writer assigned with relevant domain expertise
• Any required source materials, data, or expert inputs are available

Key Activities

1. Write the first draft following the brief structure:

   • Open with a hook that addresses the reader's problem or question directly
   • Follow the outline structure from the brief
   • Include all specified keywords naturally (no keyword stuffing)
   • Write for the target audience's reading level and expertise
   • Include data, examples, and specific details -- generalities are weak content

2. SEO optimization during writing:

   • Primary keyword in title, H1, first 100 words, meta description
   • Secondary keywords distributed naturally across H2s and body content
   • Internal links to related content (minimum 3 per 1,500 words)
   • External links to authoritative sources (minimum 2 per 1,500 words)
   • Meta description: 150-160 characters, includes primary keyword, compelling click reason
   • URL slug: short, keyword-inclusive, no stop words

3. Structure for readability:

   • Short paragraphs (2-4 sentences maximum)
   • Subheadings every 200-300 words
   • Bullet points and numbered lists for scannable content
   • Bold key phrases and takeaways
   • Visual breaks: images, charts, or callout boxes every 400-500 words

4. Include the CTA: Every piece needs a clear next action for the reader. Match the CTA to the funnel stage:

   • TOFU: "Subscribe to our newsletter" or "Download the free guide"
   • MOFU: "Read the case study" or "Book a demo"
   • BOFU: "Start your free trial" or "Get a custom quote"

5. Write supporting elements:

   • Featured image brief or selection
   • Social sharing snippets (Twitter/X, LinkedIn, Meta -- tailored to each platform)
   • Email teaser copy for newsletter distribution
   • Alt text for all images

Deliverables

• First draft (complete with meta description, internal/external links, CTA)
• Social sharing snippets
• Email teaser copy

Exit Conditions

• Draft meets the word count target from the brief (+/- 10%)
• All outline sections from the brief are covered
• Primary and secondary keywords are naturally included
• CTA is present and matches the funnel stage
• Meta description is written

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Phase 4: Review & Optimize

Purpose

Quality gate before publication. Every piece goes through editorial, SEO, readability, and accuracy review. No content publishes without passing all four checks.

Entry Conditions

• First draft from Phase 3 is complete
• Draft follows the approved content brief

Key Activities

1. Editorial review:

   • Does the content deliver on the headline's promise?
   • Is the argument logical and well-structured?
   • Is the voice consistent with brand guidelines?
   • Are claims supported with data or evidence?
   • Is the opening compelling enough to keep reading?
   • Is the conclusion actionable, not just a summary?

2. SEO review checklist:

   • Primary keyword in title tag, H1, first 100 words, meta description, URL
   • Secondary keywords present naturally in H2s and body
   • Internal links: minimum 3 relevant links to existing content
   • External links: minimum 2 links to authoritative sources
   • Meta description: 150-160 characters, keyword-inclusive, compelling
   • Image alt text: descriptive, keyword-inclusive where natural
   • URL slug: clean, short, keyword-inclusive
   • Schema markup: FAQ, HowTo, or Article schema where applicable
   • Featured snippet optimization: summary paragraph, table, or list that could capture position zero

3. Readability check:

   • Flesch-Kincaid readability score: Grade 7-9 for general audiences, Grade 10-12 for technical audiences
   • Average sentence length: 15-20 words
   • Paragraphs: 2-4 sentences
   • Passive voice: below 10% of sentences
   • Jargon audit: remove or explain any insider terms

4. Fact-check and accuracy:

   • All statistics cited with source and date
   • Claims are current (data older than 2 years should be flagged)
   • Product references are accurate (features, pricing, availability)
   • Competitor references are fair and factual
   • Legal claims (ROI, performance, guarantees) are defensible

5. Optimize for AI search (GEO/AEO):

   • Clear, direct answers to the target question in the first paragraph
   • Structured data that LLMs can parse (tables, lists, definitions)
   • E-E-A-T signals: author bio, credentials, cited sources, original research
   • Concise summary sentences that LLMs can cite directly

Review Decision

• Approve: Proceed to Phase 5 (Publish & Distribute)
• Revise: Return to Phase 3 with specific revision notes
• Kill: Rare. Content does not meet quality bar and cannot be salvaged. Document why.

Deliverables

• Reviewed and approved final draft
• SEO checklist (all items verified)
• Revision notes (if revisions needed)

Exit Conditions

• Editorial review passed: content is well-structured, on-brand, and compelling
• SEO review passed: all checklist items verified
• Readability score within target range
• All facts and statistics verified with sources

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Phase 5: Publish & Distribute

Purpose

Get the content live and in front of the target audience. Publication is only the beginning -- distribution is where content reaches its audience. The 80/20 rule: 20% creation, 80% distribution.

Entry Conditions

• Final draft approved in Phase 4
• All supporting assets ready (images, social snippets, email copy)
• Publishing platform access confirmed

Key Activities

1. Platform-native publishing:

   • Format content for the publishing platform (CMS, blog, resource hub)
   • Verify rendering: headings, images, links, embeds, mobile display
   • Set canonical URL if publishing to multiple platforms
   • Configure schema markup
   • Set up tracking: UTM parameters for all distribution links

2. Social media distribution (coordinate with paw-mkt-social for calendar):

   • LinkedIn: Professional angle, long-form excerpt or native article. Best for B2B.
   • Twitter/X: Thread format for key insights, link to full piece. 3-5 tweets per thread.
   • Instagram: Visual summary carousel or quote graphics. Story with swipe-up/link.
   • TikTok/Reels: Short-form video summarizing key points (if content lends itself to video).
   • Facebook: Community-oriented framing, question or poll to drive engagement.
   • Post on publication day + reshare at 1 week, 2 weeks, and 1 month with different angles

3. Email promotion:

   • Newsletter feature with teaser copy
   • Dedicated email for high-value pieces (whitepapers, major guides)
   • Segment-specific sends for persona-relevant content
   • Drip sequence inclusion for relevant funnel stage

4. Paid amplification (for top-performing or strategically critical content):

   • Boost budget: $50-500 for initial distribution test
   • Targeting: match the content's target persona
   • Retarget site visitors with the content
   • Track cost per engagement and cost per conversion from content

5. Syndication and partnerships:

   • Republish on Medium, LinkedIn, or industry platforms (with canonical tag)
   • Share with relevant communities (Reddit, Slack groups, Discord, forums) -- add value, don't spam
   • Partner cross-promotion: share relevant content with complementary brands
   • Pitch for inclusion in industry newsletters or roundups

6. Internal distribution:

   • Share with sales team for use in outreach
   • Add to relevant resource collections or knowledge base
   • Update related existing content with links to the new piece

Deliverables

• Published content with verified formatting and tracking
• Social posts scheduled across platforms
• Email distribution sent or scheduled
• Syndication completed where applicable

Exit Conditions

• Content is live and verified on the publishing platform
• Social distribution is active on at least 2 platforms
• Email distribution is sent or scheduled
• UTM tracking is verified for all distribution links

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Phase 6: Performance & Iteration

Purpose

Measure content performance against objectives, identify optimization opportunities, and build a content refresh schedule. Content that is not measured cannot be improved.

Entry Conditions

• Content has been live for a minimum of 30 days (for initial review)
• Analytics tracking is verified and collecting data

Key Activities

1. Performance measurement (at 30, 60, and 90 days):

   Metric	TOFU Target	MOFU Target	BOFU Target
   Organic traffic	500+ sessions/month	200+ sessions/month	100+ sessions/month
   Avg. time on page	3+ minutes	4+ minutes	2+ minutes
   Bounce rate	Below 70%	Below 60%	Below 50%
   Social shares	50+	20+	10+
   Email click-through	3%+ CTR	5%+ CTR	8%+ CTR
   Conversion (content CTA)	1-3%	3-8%	8-15%
   Backlinks acquired	2+	1+	N/A
   Search position (primary keyword)	Top 20 by 60 days	Top 20 by 90 days	Top 10 by 90 days

2. Content performance scoring:

   • A-tier (top 10%): Exceeds targets across 3+ metrics. Scale distribution. Create derivatives.
   • B-tier (next 30%): Meets most targets. Optimize and monitor.
   • C-tier (next 40%): Below targets but has potential. Refresh and re-promote.
   • D-tier (bottom 20%): Significantly below targets. Audit for consolidation, redirect, or removal.

3. Optimization actions by tier:

   • A-tier: Repurpose into 10+ derivatives (social series, email sequence, video script, podcast episode, infographic). Gate as lead magnet. Translate to other languages.
   • B-tier: Update headline for CTR, add internal links, improve CTA, re-promote on social.
   • C-tier: Major refresh -- update statistics, add new sections, improve structure, re-optimize for keyword. Republish with current date.
   • D-tier: Evaluate if the topic is worth the investment. Consolidate with related pieces, 301 redirect, or noindex.

4. Content refresh schedule:

   • Evergreen content: Review every 6 months for accuracy and freshness
   • Data-heavy content: Update quarterly with new statistics
   • Trend-based content: Review monthly during trend lifecycle
   • Declining content (traffic drop >30%): Immediate audit and refresh

5. Attribution and ROI analysis:

   • First-touch attribution: Which content brought users into the funnel?
   • Multi-touch attribution: Which content assisted in the conversion path?
   • Content cost per lead: (Production cost + distribution cost) / leads generated
   • Content ROI: Revenue attributed to content / total content investment

Deliverables

• Content performance report (30/60/90 day reviews)
• Tier classification for all published content
• Content refresh calendar
• Attribution and ROI summary

Exit Conditions

• All published content has been measured against targets
• A/B/C/D tier classification is current
• Refresh calendar is populated with upcoming updates
• Underperforming content has documented action plans

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Content Type Sub-Workflows

Different content types require specialized approaches within the standard 6-phase lifecycle. Apply the relevant sub-workflow during Phases 2-4.

Blog Post Sub-Workflow

Phase 2 additions:

• Keyword opportunity scoring (volume, difficulty, CPC as commercial intent proxy)
• Competitor SERP analysis: what format dominates? (listicle, how-to, guide, opinion)
• Featured snippet analysis: can we capture position zero?

Phase 3 additions:

• Hook: Problem-agitate-solve or provocative question opening
• Scannable structure: every H2 should standalone as a valuable insight
• Conclusion with actionable takeaway, not just summary

Phase 4 additions:

• Headline testing: write 5 options, select best using headline analyzer score
• Internal link audit: connect to cluster of related blog posts

Benchmarks: 1,800-2,500 words average. Target 500+ organic sessions/month within 90 days.

Case Study Sub-Workflow

Phase 2 additions:

• Customer selection: Choose customers who represent the ideal buyer persona
• Outcome data collection: Get specific numbers (revenue increase, time saved, cost reduction)
• Approval process: Customer must approve final content before publication

Phase 3 additions:

• Structure: Challenge -> Solution -> Results -> Key Takeaway
• Include direct customer quotes (minimum 3 per case study)
• Quantify results: "47% reduction in onboarding time" not "significant improvement"
• Include implementation timeline and team context

Phase 4 additions:

• Customer review cycle (allow 5-7 business days for approval)
• Legal review if referencing revenue, market share, or competitive claims

Benchmarks: 1,200-1,800 words. Focus on MOFU/BOFU metrics. Target 3-8% conversion to demo/trial.

Lead Magnet Sub-Workflow (Ebook, Checklist, Template, Toolkit)

Phase 2 additions:

• Value proposition: What specific problem does the lead magnet solve?
• Competitive lead magnet analysis: What are competitors gating? What is the quality bar?
• Landing page brief: Write the conversion page copy alongside the lead magnet brief

Phase 3 additions:

• Design requirements: Lead magnets need professional formatting (cover, layout, branding)
• Actionable content: Every section should have a worksheet, checklist, or template element
• Modular structure: Chapters or sections that standalone for repurposing

Phase 4 additions:

• Landing page review: Conversion path from content to download
• Form field audit: Minimize fields (name + email for TOFU; add company + role for MOFU)
• Email follow-up sequence: Plan 3-5 nurture emails post-download

Benchmarks: 5,000-10,000 words for ebooks. Target 15-30% landing page conversion rate. Target 20%+ email open rate on follow-up sequence.

Thought Leadership Sub-Workflow

Phase 2 additions:

• Author identification: Which executive or expert provides the byline?
• Unique perspective: What original viewpoint does the author bring that no one else is saying?
• Timeliness: Is there a news hook, industry trend, or data release to anchor the piece?

Phase 3 additions:

• First-person voice: Thought leadership is personal, not corporate
• Contrarian or forward-looking angle: Agree-with-everything pieces add no value
• Include the author's direct experience, decisions, and lessons learned
• Reference specific data or examples that demonstrate expertise

Phase 4 additions:

• Author review: The named author must review and approve
• Sensitivity review: Opinions on industry trends can be politically charged
• Platform selection: LinkedIn articles, industry publications, or company blog

Benchmarks: 1,500-2,500 words. Measure by social engagement, backlinks, speaking invitations, and brand authority signals rather than pure traffic volume.

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Diagnostic Questions

Ask these before producing any content marketing recommendation. Recommendations without this context are guesses.

1. Content goal: What is the primary objective? (Traffic, leads, brand authority, sales enablement, customer education?)
2. Current state: What content exists today? Is there a blog? How often do you publish? What are current traffic numbers?
3. Audience: Who is the primary reader? Job title, industry, seniority, company size? What do they care about?
4. Competitive landscape: Who are the main competitors in content? What topics do they own? Where are the gaps?
5. Resources: Who writes? In-house or outsourced? What is the content budget? Who approves content?
6. Distribution: What channels are active? Email list size? Social following? Paid content promotion budget?
7. Measurement: What analytics are in place? Can you track content to conversions? What attribution model?
8. SEO foundation: Is there keyword research? What are the priority keywords? Any existing SEO infrastructure?
9. Brand voice: Is there a documented voice and tone guide? Examples of content the brand admires?
10. Past performance: Which content has performed best? Worst? Do you know why?

If the user cannot answer questions 1-3, recommend a content audit and audience research phase before building a content strategy. Content without audience understanding is guessing.

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Ethics: Quality Content Without Manipulation

Content marketing carries ethical responsibility -- the content people consume shapes their decisions and beliefs. This section defines the ethical line.

Ethical Content Practices

• Accurate information: All claims, statistics, and references must be verified. Outdated data must be flagged. Misleading statistics (cherry-picked, decontextualized) are unethical even if technically accurate.
• Transparent sponsorship: Sponsored content, affiliate links, and paid partnerships must be disclosed. FTC guidelines require clear and conspicuous disclosure.
• Original work: No plagiarism. AI-generated content must be reviewed, fact-checked, and genuinely edited by a human with domain expertise. Passing AI-generated content as expert opinion without review is dishonest.
• Respectful persuasion: Content should educate and inform, enabling better decisions. Fear-based content that manufactures urgency or anxiety to drive conversions is manipulation.
• Accessibility: Content should be accessible to people with disabilities (alt text, readable fonts, screen-reader compatible formatting, captions on video).

Content Practices to Avoid

Practice	Why It Harms
Clickbait headlines that misrepresent content	Destroys trust; increases bounce rate; damages brand
Gating freely available information	Frustrates users; leads to low-quality leads
Keyword stuffing for SEO	Degrades reading experience; penalized by search engines
Plagiarism or thinly rewritten competitor content	Legal risk; no differentiation; trust destruction
Unverified AI-generated content published as expertise	Factual errors; credibility damage; potential legal liability
Fake expert quotes or fabricated data	Fraud; legal exposure; permanent credibility loss

The Content Ethics Test

Before publishing any piece, ask:

1. If a reader fact-checked every claim, would they find them accurate?
2. Does the headline honestly represent what the content delivers?
3. Is the content genuinely useful to the reader, or does it only serve our conversion goals?
4. Would we be proud to put our best employee's name on this piece?

If any answer raises doubt, revise before publishing.

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Industry Benchmarks

Use these benchmarks to set realistic expectations and evaluate content performance.

Content Marketing Performance Benchmarks

Metric	Below Average	Average	Good	Excellent
Organic traffic per post (90 days)	< 100 sessions	100-500	500-2,000	2,000+
Average time on page	< 1 min	1-2 min	2-4 min	4+ min
Blog bounce rate	> 80%	65-80%	50-65%	< 50%
Email newsletter open rate	< 15%	15-25%	25-35%	35%+
Content conversion rate (CTA)	< 1%	1-3%	3-7%	7%+
Lead magnet conversion rate	< 10%	10-20%	20-35%	35%+
Social shares per post	< 10	10-50	50-200	200+
Backlinks per post (6 months)	0	1-3	3-10	10+

Content Production Benchmarks

Content Type	Research Time	Writing Time	Review Time	Total Cycle
Blog post (standard)	2-4 hours	4-8 hours	1-2 hours	1-2 weeks
Blog post (pillar)	8-16 hours	16-32 hours	4-8 hours	3-5 weeks
Case study	4-8 hours	8-16 hours	4-8 hours (incl. customer review)	3-6 weeks
Whitepaper	16-24 hours	24-40 hours	8-16 hours	6-10 weeks
Lead magnet (ebook)	8-16 hours	16-32 hours	4-8 hours	4-8 weeks
Thought leadership	2-4 hours	4-8 hours	2-4 hours	2-3 weeks

Publishing Cadence Benchmarks

Company Stage	Minimum Cadence	Recommended Cadence	Aggressive Cadence
Early stage (seed/Series A)	2 posts/month	1 post/week	2-3 posts/week
Growth stage (Series B/C)	1 post/week	2-3 posts/week	Daily
Enterprise	2-3 posts/week	Daily	Multiple daily across topics

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Deliverables

All content marketing work saves to the resolved path (see Path Resolution below).

Deliverable	Filename	Key Sections
Content Strategy	content-strategy-{YYYY-MM-DD}.md	Pillars, audience mapping, funnel mapping, voice guidelines, distribution plan
Editorial Calendar	editorial-calendar-{quarter}-{YYYY}.md	90-day calendar with topics, pillars, keywords, owners, dates
Content Brief	brief-{slug}-{YYYY-MM-DD}.md	Keyword research, outline, audience, CTA, word count, visual needs
Blog Post	blog-{slug}-{YYYY-MM-DD}.md	Full draft with meta description, internal links, CTA, social snippets
Case Study	case-study-{customer}-{YYYY-MM-DD}.md	Challenge/solution/results, customer quotes, data points
Whitepaper	whitepaper-{slug}-{YYYY-MM-DD}.md	Full draft with executive summary, chapters, references
Lead Magnet	lead-magnet-{slug}-{YYYY-MM-DD}.md	Full content, landing page copy, follow-up email sequence
Thought Leadership	thought-leadership-{slug}-{YYYY-MM-DD}.md	Author byline, unique perspective, supporting evidence
Performance Report	content-performance-{period}-{YYYY-MM-DD}.md	Metrics, tier classification, refresh recommendations
Content Refresh Plan	content-refresh-{YYYY-Q#}.md	Pieces to update, refresh actions, updated keywords

File structure:

# Campaign mode:
./.pawbytes/marketing-suites/brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/blog/content/
  content-strategy-{YYYY-MM-DD}.md
  editorial-calendar-{quarter}-{YYYY}.md
  brief-{slug}-{YYYY-MM-DD}.md
  blog-{slug}-{YYYY-MM-DD}.md
  case-study-{customer}-{YYYY-MM-DD}.md
  ...

# Standalone mode:
./.pawbytes/marketing-suites/brands/{brand-slug}/channels/blog/content/
  (same structure as above)

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Path Resolution: Campaign vs Standalone

Campaign mode -- working within a named campaign:

• Blog content: ./.pawbytes/marketing-suites/brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/blog/content/
• Meta content: ./.pawbytes/marketing-suites/brands/{brand-slug}/campaigns/{type}-{campaign-slug}/channels/content/content/

Standalone mode -- evergreen or independent work:

• Blog content: ./.pawbytes/marketing-suites/brands/{brand-slug}/channels/blog/content/
• Meta content: ./.pawbytes/marketing-suites/brands/{brand-slug}/channels/content/content/

Legacy fallback: Save to ./.pawbytes/marketing-suites/brands/{brand-slug}/content/ and suggest migration.

If unsure which mode, ask: "Is this part of a specific campaign, or standalone work?"

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Response Protocol

When the user requests content marketing work:

1. Read brand context and SOSTAC when available; otherwise proceed from the repo, CMS, live URL, existing assets, or user-provided context.
2. Clarify scope: Content strategy, editorial calendar, blog post, case study, lead magnet, thought leadership, content audit, or full program?
3. Ask diagnostic questions if the user has not already provided content goal, audience, and current state.
4. Identify the content phase and load the appropriate reference:
   • Strategy and planning -> this workflow + ./references/content-strategy.md
   • Research and briefs -> ./references/content-research.md
   • Blog writing -> ./references/blog-writing.md
   • Case studies -> ./references/case-studies.md
   • Lead magnets -> ./references/lead-magnets.md
   • Distribution -> ./references/content-distribution.md
   • Performance -> ./references/content-performance.md
5. Apply the content type sub-workflow (blog, case study, lead magnet, thought leadership) during Phases 2-4.
6. Deliver actionable output: Specific strategies, calendars, briefs, drafts, templates.
7. Save deliverables to the resolved path (see Path Resolution).
8. Recommend next steps: What to create first, what to test, when to review performance.

When to Escalate

Scenario	Route To
Content driving traffic but not conversions	paw-mkt-cro
High-value topic requiring nurture depth	paw-mkt-email
Research/data with PR potential	paw-mkt-pr
Content gaps needing funnel analysis	paw-mkt-analytics
Lead magnet with declining conversion	paw-mkt-cro
SEO keyword research and technical optimization	paw-mkt-seo
Social media posting and community management	paw-mkt-social
Video production beyond scripting	paw-mkt-video
Paid amplification strategy and budget	paw-mkt-paid-ads