raphaeltm/marketing-strategy

Marketing Strategy

Develop and maintain marketing strategy artifacts stored in strategy/marketing/.

Prerequisites

Before creating any artifact, read:

• strategy/competitive/ for competitor research (required input)
• strategy/marketing/ for existing marketing docs
• strategy/business/ for business context

Frameworks

STP (Segmentation, Targeting, Positioning)

Produces a positioning statement: For [target audience] who [need], [Product] is a [category] that [key benefit]. Unlike [alternative], we [differentiator].

RACE (Reach, Act, Convert, Engage)

Audit content and channels against each funnel stage. Identify gaps.

Content Strategy Pyramid

Strategic narrative at top, pillar themes in middle, individual content pieces at base.

Message-Market Fit Canvas

Maps segments to pain points to messages to proof points to channels.

Output Artifacts

Save to strategy/marketing/:

• positioning.md — Target audience, category, positioning statement, differentiators, proof points, competitive positioning
• messaging-guide.md — Voice/tone, messaging hierarchy, approved language (use/don't use table), boilerplate (one-liner, elevator pitch, full description)
• content-calendar.md — Quarterly plan mapping content types to themes to channels
• channel-strategy.md — Channel selection, approach per channel, resource allocation

Gap Analysis

Compare marketing presence against competitors across: channel coverage, content topics, messaging angles, SEO/keyword gaps, social proof. Produce prioritized gap list with effort and impact estimates.

Quality Standards

• Ground positioning in evidence — every differentiator needs a proof point
• Be specific: "Reduces setup from 2 hours to 2 minutes" beats "Saves time"
• Acknowledge trade-offs honestly
• Date all competitive claims
• Include Last Updated date and update trigger on every document