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skills/case-studies/SKILL.md

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+---
+name: case-studies
+description: Use when creating customer stories that prove ROI, highlight use cases, and equip sales with proof.
+---
+
+# Case Studies Skill
+
+## When to Use
+- Sales needs tailored proof points for a segment or persona.
+- Marketing is launching a campaign that requires social proof.
+- Customer success wants standardized win-story format.
+
+## Framework
+1. **Story Framework (CHIC)** – Challenge → Hypothesis → Implementation → Change (results).
+2. **Data Gathering** – collect metrics (time saved, revenue lift), qualitative quotes, before/after workflows.
+3. **Narrative Structure** – exec summary, customer background, stakes, solution, outcomes, CTA.
+4. **Format Variations** – PDF, one-pager, slide deck, video script, micro social posts.
+5. **Enablement Package** – key stats table, objection responses, industry tags.
+
+## Templates
+- Narrative brief outlining each CHIC section with quote/data placeholders.
+- Multi-format layout kit (PDF, one-pager, slide deck) sharing headline + proof modules.
+- Enablement bundle: stats table, objection matrix, industry filter tags.
+
+## Tips
+- Secure approvals early—share outlines with customers/legal before writing.
+- Lead with outcomes; move background into sidebars to keep attention.
+- Build a modular proof library so stats auto-populate future case studies.
+- Produce derivative social tiles or short videos alongside the long-form asset.
+
+## Checklist
+- At least 2 hard metrics and 1 qualitative quote.
+- Visual timeline or architecture diagram.
+- CTA customized per campaign (demo, workshop, download).
+- Approvals from customer + legal.
+
+---

skills/editorial-ops/SKILL.md

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+---
+name: editorial-ops
+description: Use when planning multi-channel editorial calendars, enforcing publishing cadences, and coordinating distribution workflows across GTM teams.
+---
+
+# Editorial Operations Skill
+
+## When to Use
+- Building or refreshing quarterly editorial roadmaps tied to GTM objectives.
+- Translating thought-leadership pillars into weekly blog, newsletter, and social programming.
+- Auditing production capacity, approvals, and distribution SLAs to eliminate bottlenecks.
+
+## Framework
+1. **North Star & Themes** – lock the executive thesis and supporting pillars (see GTM Agents Marketing Director guidance @puerto/README.md#183-212).
+2. **Cadence Grid** – map channels (blog, podcast, webinar, newsletter, LinkedIn) vs. frequency, owner, and CTA.
+3. **Production Swimlanes** – ideation → outline → draft → edit → design → approvals → launch.
+4. **Distribution Tree** – primary asset → derivative snippets → paid boosts → lifecycle inserts.
+5. **Measurement Layer** – define KPI guardrails (reach, engagement, SQL influence, pipeline velocity) before content leaves drafting.
+
+## Workflow Checklist
+- Weekly **Editorial Stand-up** (30 min): review status board, unblock owners, confirm launches.
+- **Content Readiness Criteria**: complete brief, stakeholder quotes, sources cited, SEO target, CTA alignment.
+- **Approval Paths**: highlight who signs off (Content Strategist, Brand, Legal) and expected turnaround.
+- **Escalation Matrix**: Marketing Director + Project Manager contacts for scope or timeline changes.
+
+## Templates
+- **Editorial Calendar**: See `assets/editorial_calendar_template.md` for tracking content.
+- **Distribution Brief**: See `assets/distribution_brief.md` for launch checklists.
+- **Post-Launch Debrief** template capturing performance vs. guardrails, learnings, and follow-up actions.
+- **Ops Dashboard** view showing backlog aging, production velocity, and publication mix.
+
+## Tips
+- Treat every flagship asset like a mini campaign: pair the lifecycle-mapping blueprint (Plan → Build → QA → Launch → Inspect) with editorial checkpoints.
+- Partner with Marketing Analytics to instrument dashboards early; no asset ships without a measurement plan.
+- Keep a "Parking Lot" section for emergent ideas so high-priority launches retain focus.
+- Borrow GTM Agents's status packet format (see lifecycle-mapping skill) for weekly exec updates.
+
+## Tooling Hooks
+- **Serena**: patch CMS or marketing automation snippets safely during content QA.
+- **Context7**: fetch current GA4/HubSpot docs when defining measurement plans.
+- **Sequential Thinking**: reason through campaign narratives or backlog reprioritization.
+- **Playwright**: capture screenshots of new landing pages or gated assets before publishing.
+
+## Deliverables
+1. Quarterly editorial roadmap (themes, owners, launch dates).
+2. Weekly status packet summarizing highlights, KPIs, blockers, and next five actions.
+3. Distribution checklist signed by Marketing Director + Sales counterpart to ensure coverage.
+
+## Quality Gates
+- KPI guardrails documented pre-launch (reach %, CTR, SQL influence, retention impact).
+- Approval sign-offs stored with links/timestamps for audit trail.
+- Post-launch retro completed within 5 business days, feeding insights back into the backlog.

skills/seo-writing/SKILL.md

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+---
+name: seo-writing
+description: Use when planning or drafting search-optimized content that balances keyword intent with GTM messaging.
+---
+
+# SEO Writing Skill
+
+## When to Use
+- Need pillar/blog content that ranks for a target keyword cluster.
+- Building briefs for writers or agencies.
+- Auditing existing posts for optimization opportunities.
+
+## Framework
+1. **Intent Mapping** – classify keyword as informational, navigational, transactional; align CTA accordingly.
+2. **SERP Analysis** – review top 10 results, note content format, length, missing gaps.
+3. **Outline Structure** – mirror winning patterns while adding unique POV/data.
+4. **On-Page Elements** – optimize title tag (<60 chars), meta description, H1/H2, schema, image alt text.
+5. **Internal/External Links** – add minimum 3 internal + 3 authoritative external links.
+6. **Conversion Hooks** – insert CTA blocks, lead magnets, or inline product mentions every ~500 words.
+
+## Templates
+- Keyword brief template with intent, primary/secondary keywords, CTA, internal targets.
+- SERP gap analysis worksheet capturing competitor format, word count, differentiators.
+- SEO QA workflow checklist (draft → optimization → publish → refresh schedule).
+
+## Tips
+- Refresh top posts quarterly—update stats, add new internal links, re-fetch schema.
+- Use heatmaps/scroll data to validate placement of conversion hooks.
+- Coordinate with demand gen to align CTAs with current offers.
+- Keep keyword cannibalization tracker so multiple teams don’t target same phrase.
+
+## Checklist
+- Include primary keyword in H1 + first 100 words.
+- Use semantic variants (LSI terms) per section.
+- Ensure readability score < grade 9.
+- Add FAQ or snippet-ready section.
+
+---

skills/storytelling/SKILL.md

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+---
+name: storytelling
+description: Use when crafting narratives that connect product value to customer pain through clear setup-conflict-resolution arcs.
+---
+
+# Storytelling Skill
+
+## When to Use
+- Need cohesive narrative for campaigns, product launches, or decks.
+- Translating technical capabilities into relatable customer stories.
+- Coaching spokespeople or SDRs on better pitch storytelling.
+
+## Framework
+1. **Audience & Conflict** – identify who the hero is (customer persona) and what obstacle they face.
+2. **Story Arc (SCAR)** – Situation → Complication → Action → Resolution.
+3. **Characterization** – give personas motives, stakes, and quotes.
+4. **Sensory Detail** – use vivid language, specific metrics, and concrete examples.
+5. **Moral/CTA** – tie resolution back to product value and explicit next step.
+
+## Templates
+- Narrative outline (hook, scene, rising tension, turn, resolution, CTA).
+- Pitch script template:
+```
+"Most {persona}s today face {pain}. When {trigger}, {impact}. We worked with {customer} to {action}, leading to {result}."
+```
+- Story inventory tracker to log customer, industry, proof points.
+
+## Tips
+- Record customer interviews to capture natural phrasing for quotes.
+- Swap metaphors/analogies per persona so stories feel tailored.
+- Reinforce numbers with vivid imagery (e.g., "saved hours = extra sprints delivered").
+- Align every story with the current positioning doc to avoid mixed messages.
+
+---

skills/thought-leadership/SKILL.md

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+---
+name: thought-leadership
+description: Use when crafting executive POVs, visionary articles, or keynote narratives that elevate brand authority.
+---
+
+# Thought Leadership Skill
+
+## When to Use
+- CEO/CMO needs a compelling POV on industry trends.
+- Preparing conference keynotes, op-eds, or LinkedIn long-form posts.
+- Launching a category narrative or market education campaign.
+
+## Framework
+1. **Define Thesis** – articulate the bold statement ("The Future of X") and supporting pillars.
+2. **Evidence Mix** – gather proprietary data, customer proof, analyst references, and analogies.
+3. **Narrative Arc** – hook → tension/problem → future vision → proof → call to action.
+4. **Voice & Tone** – confident, data-backed, forward-looking; avoid product pitches until conclusion.
+5. **Derivative Assets** – break the narrative into short-form snippets, Q&A, slides, social clips.
+
+## Templates
+- POV outline capturing hook, market shift, pillars, proof, CTA.
+- Executive summary sheet:
+```
+Statement of belief
+Evidence (3 bullets)
+Implications for buyers
+Recommended next move
+```
+- Thought-leadership storyboard for keynotes/interviews.
+
+## Tips
+- Anchor each pillar with a fresh data point or customer vignette to avoid generic takes.
+- Pair exec ghostwriters with SMEs to balance polish and authenticity.
+- Pre-brief PR/AR teams so earned channels echo the same thesis.
+- Schedule derivative content drops (LinkedIn, podcasts, slides) to extend momentum.
+
+---

skills/webinars/SKILL.md

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+---
+name: webinars
+description: Use when planning, producing, and repurposing webinars or virtual events for GTM campaigns.
+---
+
+# Webinars Skill
+
+## When to Use
+- Launching a live webinar series or on-demand workshop.
+- Coordinating speakers, content, promotion, and follow-up workflows.
+- Repurposing webinar assets into nurture campaigns.
+
+## Framework
+1. **Event Blueprint** – define topic, audience, speakers, desired CTA, success KPIs.
+2. **Timeline** – 4 weeks out (announce + landing page), 2 weeks (promo cadence), 1 week (dry run), day-of (tech checks), post-event (follow-up within 24h).
+3. **Content Flow** – intro, agenda, value story/demo, customer proof, live Q&A, CTA.
+4. **Engagement Tools** – polls, chat prompts, Q&A moderation, resource drops.
+5. **Follow-Up** – segment attendees vs no-shows; deliver recording, slides, and recommended next action.
+
+## Templates
+- Landing page copy + form.
+- Speaker briefing + run-of-show.
+- Slide deck template + demo script.
+- Promotional emails (save-the-date, reminders) and paid/organic social posts.
+- Post-event nurture sequence + SDR talk track.
+
+## Tips
+- Run a full tech rehearsal with every presenter, even for repeat speakers.
+- Offer both live Q&A and moderated chat to capture different engagement styles.
+- Publish the on-demand version within 24 hours to maximize follow-up velocity.
+- Track attendee questions to seed future content and campaigns.
+
+---

skills/whitepapers/SKILL.md

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+---
+name: whitepapers
+description: Use when producing research-heavy whitepapers or technical guides that require structured argumentation and data.
+---
+
+# Whitepapers Skill
+
+## When to Use
+- Deep-dives for regulated or technical buyers (finance, healthcare, energy).
+- Support ABM campaigns with detailed solution explainers.
+- Repurpose product research into demand-gen anchors.
+
+## Framework
+1. **Audience & Compliance** – confirm regulatory constraints, required disclaimers, reading level.
+2. **Outline** – Executive summary, background, methodology, findings, recommendations, CTA.
+3. **Research Layer** – cite third-party analysts, customer benchmarks, proprietary data.
+4. **Design Considerations** – include charts, call-out boxes, and glossary; ensure accessibility.
+5. **Peer Review** – involve product/legal SMEs for accuracy.
+
+## Templates
+- Draft manuscript with references + citations.
+- Data appendix or methodology section.
+- Design brief with layout guidance.
+- Campaign kit (landing page copy, nurture email, social teasers).
+
+## Tips
+- Maintain a citation log to accelerate compliance reviews.
+- Use modular sections so data refreshes don’t require full rewrites.
+- Pair launch with derivative assets (blogs, webinars) to extend shelf life.
+- Version-control legal-approved language for regulated industries.
+
+---