avav25/marketing-strategy

Marketing Strategy Frameworks

Reusable strategy frameworks shared by /marketing-init (one-time strategy setup) and /marketing (recurring operations). Knowledge-only — never invoked directly.

Marketing Strategy Hierarchy

Mission (why we exist)
  └── Positioning (who we serve, what we offer, why us)
        └── Messaging Framework (value prop, pillars, proof points)
              └── Channel Strategy (where we show up)
                    └── Content Pillars (what we talk about)
                          └── Tactical Plan (daily/weekly/monthly)
                                └── Content Calendar (specific tasks + dates)

Decisions flow top-down: positioning constrains messaging, messaging constrains channels, channels constrain pillars, pillars feed the tactical plan, the plan populates the calendar. When a lower layer feels off, audit the layer above before patching the symptom.

Channel Selection Framework

Evaluate each candidate channel on three dimensions before committing:

| Dimension | Question | |---|---| | Audience fit | Is our ICP active here? Can we reach them? | | Resource fit | Can we sustain the required publishing cadence? | | Content fit | Does our content type work on this platform? |

Rule: better to do 2 channels well than 5 channels poorly. Start with 1–2 high-fit channels and expand only after consistent execution proves cadence is sustainable.

Content Pillar Model

Define 3–5 content pillars aligned with:

1. ICP pain points — problems the audience actively searches for
2. Product strengths — areas where the product genuinely excels
3. Industry expertise — topics with unique knowledge or data
4. Trending intersections — emerging topics that connect to the product

Each piece of content maps to exactly one pillar. Track pillar distribution to avoid over-indexing on a single topic. Re-balance pillars during the monthly strategy-review operation if any pillar exceeds ~50 % of output for two months in a row.

Measurement Framework

| Level | Metrics | Review cadence | |---|---|---| | Vanity (awareness) | Impressions, followers, page views | Weekly (track, don't optimize for) | | Engagement | Likes, comments, shares, click-through | Weekly | | Pipeline | Signups, leads, demo requests, email subs | Weekly | | Revenue | Conversions, MRR impact, CAC, LTV | Monthly |

Rule: optimize for pipeline + revenue. Use vanity metrics only as leading indicators — when vanity rises but pipeline does not, the channel is delivering reach but not relevance, and the messaging or audience fit is off.

ICP and Positioning References

• JTBD framing — Clayton Christensen "Jobs to Be Done"; users hire products to make progress on a specific job in a specific context
• April Dunford positioning — define competitive alternatives, unique attributes, value the attributes deliver, market category, the ICP that cares most
• ICP tiering for B2B — tier-1 (named accounts, hand-crafted), tier-2 (account list, programmatic), tier-3 (broader segment, automated). See ABM playbook in /marketing for B2B specifics.

When each framework applies

| Phase | Framework | |---|---| | /marketing-init Step 3 — Define Strategy | Hierarchy, Channel Selection, Content Pillar | | /marketing-init Step 5 — Create Content Calendar | Content Pillar, Measurement | | /marketing analytics (weekly) | Measurement | | /marketing strategy-review (monthly) | All four — full re-audit top-down | | /marketing trend-research (weekly) | Content Pillar (map new opportunities to pillars) |

Integration

• Used by: /marketing-init (one-time setup), /marketing (recurring operations)
• Companion to: marketing-strategist agent (applies these frameworks when spawned by either workflow)
• External references: Clayton Christensen JTBD, April Dunford "Obviously Awesome" positioning model