Growth content core

Growth Content Core

Shared model for the growth-content cluster. The strategy, writing, conversion, and launch spokes all depend on these decisions — keep them consistent here so no spoke contradicts another.

1. The decision this domain turns on: searchable vs. shareable

Every asset must be searchable, shareable, or both — and you decide before you write. Prioritize in that order; search demand is the foundation that compounds, shareable demand is the spark that spreads.

                 captures EXISTING demand          creates NEW demand
                 (people already looking)          (spread an idea)
   SEARCHABLE  ──────────────────────────┐   ┌────────────────────── SHAREABLE
   keyword-led · intent-matched          │   │   insight-led · emotion-driven
   comprehensive · structured            ▼   ▼   novel · contrarian · story
                        ┌──────────────────────────────┐
                        │   BOTH = the strongest asset  │
                        │  (rank AND get passed around) │
                        └──────────────────────────────┘

• Searchable → target a specific query, match intent exactly, structure for skim + LLM citation. Owned by content-strategy (planning) and content-research-writer (writing).
• Shareable → lead with a novel insight, original data, or a take worth repeating. Same two spokes, different mode.
• If an asset is neither, it has no distribution. Send it back to content-strategy.

Rule: name the call (searchable / shareable / both) at the top of every brief. It dictates the headline, the structure, and the channel.

2. The buyer stage every asset is aimed at

One asset serves one stage. The stage sets the keyword modifiers, the CTA, and the proof.

Stage	Modifiers / intent	Asset that fits	Primary spoke
Awareness	"what is," "how to," "guide to"	educational blog, checklist, quiz	content-research-writer, lead-magnets
Consideration	"best," "vs," "alternatives," "comparison"	comparison page, assessment, webinar, ad	copywriting, ad-creative, lead-magnets
Decision	"pricing," "demo," "trial," "templates"	pricing copy, ROI tool, sales email	copywriting, free-tool-strategy, cold-email
Retention/Expansion	onboarding, upsell, win-back	lifecycle email, usage nudge	email-sequence

Mismatched stage is the most common failure: a decision-stage CTA on an awareness asset converts no one. State the stage in the brief.

3. The one source of truth: product-marketing-context

product-marketing-context writes .agents/product-marketing-context.md — positioning, ICP, JTBD, competitors, differentiation, objections, voice-of-customer language, proof points, brand voice. Every spoke reads it first. It exists so the user never re-explains their product and so all output stays consistent.

• New project → run product-marketing-context before any other spoke.
• It exists → spokes pull voice + proof from it and only ask for task-specific gaps.
• Missing on an older setup → check .claude/product-marketing-context.md and offer to move it.

4. Voice & evidence conventions (shared by all spokes)

• Customer language > company language. Mirror verbatim phrases from reviews, calls, support tickets. Exact words beat polished descriptions.
• Specific > vague. "Cut reporting from 4 hours to 15 minutes," not "save time." Numbers, timeframes, names.
• Benefits > features. Every feature gets a "which means…" bridge to an outcome.
• One idea per unit. One CTA per page/email, one job per asset, one argument per section.
• Proof is sourced, never invented. Pull stats, testimonials, and logos from the context doc or ask for them. Fabrication is a hard stop.
• Banned filler: "leverage," "synergy," "best-in-class," "seamless," "cutting-edge," "utilize," "robust," exclamation points, and "I hope this email finds you well."

5. Asset × funnel routing matrix

Funnel stage	Plan	Write	Convert	Launch
Spoke(s)	content-strategy, marketing-ideas, marketing-psychology	content-research-writer, copywriting, copy-editing	lead-magnets, free-tool-strategy, cold-email, email-sequence, ad-creative	launch-strategy
Output	pillars, calendar, ideas, principles	articles, page copy, edited copy	gated assets, tools, outbound + lifecycle email, ads	GTM plan, Product Hunt, rollout
Reads context doc	yes	yes	yes	yes

Standard pipeline: strategy → write → edit → convert → launch. Cold outbound (cold-email) and lifecycle (email-sequence) are distinct lanes — cold = no relationship, lifecycle = existing contact. Downloadable (lead-magnets) vs. interactive (free-tool-strategy) is the other common fork.

6. Shared guardrails

• Searchable, shareable, or both — name it before writing; no asset ships without a distribution path.
• One asset, one stage, one job, one CTA.
• Customer language, never buzzwords; read it aloud — if it sounds like marketing, rewrite it.
• Proof is sourced, never invented — hard stop on fabricated stats/testimonials/logos.
• Draft, then copy-editing — the seven sweeps run on a complete draft, not midstream.
• Urgency/scarcity only when genuine.
• Context first — pull voice and proof from product-marketing-context.md; if it's missing, that's the first task.
• Sibling clusters: business-content (voice-profile-led GTM writing — articles, investor materials, outbound), social-media (channel-native social). Reach for those when the work is brand-voice or platform-specific rather than demand-generation.