# Content & Copy Skills Deep Dive

Writing and content production skills built on conversion frameworks.

## Overview

| Skill | Framework | Output | Time |
|-------|-----------|--------|------|
| **copywriting** | PAS, AIDA, Schwartz awareness levels | Page copy with headlines | 2-3h |
| **copy-editing** | Editing checklist | Polished copy | 30min-1h |
| **content-strategy** | Pillar/cluster model | Editorial calendar | 2h |
| **case-study** | Before → Decision → After | Customer success story | 1-2h |
| **social-content** | Platform-specific formats | Posts (LinkedIn, Twitter) | 30min |
| **video-marketing** | Video script structure | Script + distribution plan | 1-2h |
| **lead-magnets** | Lead magnet ideation | Ebook/template spec | 1h |

---

## `copywriting` — Conversion Copy

**Frameworks:** PAS (Problem-Agitate-Solution), AIDA (Attention-Interest-Desire-Action), Eugene Schwartz Awareness Levels

**When to use:** Homepage, landing pages, pricing pages, feature pages

### Process

1. Define page context (audience, goal, traffic source)
2. Research audience language (reviews, forums, interviews)
3. Choose framework (PAS for homepage, AIDA for landing pages)
4. Write 3+ headline options
5. Write subhead + body (benefits before features)
6. Write CTA copy (action-oriented, specific)
7. Add social proof placements
8. Self-review against quality checklist

### Example Output (AuthorityMax Homepage)

```markdown
# Homepage Copy: AuthorityMax

## Context
- **Audience:** Series A-B SaaS founders
- **Goal:** Free trial signup
- **Traffic:** LinkedIn ads, organic search, Product Hunt
- **Voice:** Direct, founder-to-founder

---

## Hero Section

### Headline Options

1. **"Your LinkedIn ghostwriter that sounds like you"**  
   Rationale: Outcome-focused, addresses quality concern directly

2. **"Write LinkedIn posts in 60 seconds. In your voice, not a robot's."**  
   Rationale: Time savings + quality in one line

3. **"Post 5x/week on LinkedIn without the time drain"**  
   Rationale: Frequency goal + pain relief

**Recommended:** #1 — "Your LinkedIn ghostwriter that sounds like you" (clearest positioning)

### Subhead
"AuthorityMax learns your voice and writes LinkedIn posts indistinguishable from your best work — in 60 seconds."

### Primary CTA
**Button:** "Start Free Trial"  
**Supporting:** "No credit card required. 7-day free trial."

---

## Section 2: Problem (PAS Framework)

**Heading:** "You know you should post on LinkedIn. But who has the time?"

**Body:**
"Most founders post once a month — if that. Writing takes 30-60 minutes. You start strong in January, then life happens. By March, you've posted twice.

Inconsistent posting kills momentum. Your network forgets about you. Investors don't see you. Top talent doesn't know you exist."

---

## Section 3: Solution

**Heading:** "AuthorityMax writes posts in your voice — 60 seconds per post"

**Body:**
"Upload 10-20 of your best LinkedIn posts. AuthorityMax analyzes your writing and learns your patterns — sentence structure, word choice, tone.

Generate a post in 60 seconds. It sounds like you because it's trained on you."

**Visual:** Screenshot of voice training interface

---

## Section 4: Benefits

**Heading:** "Built for founders who value authenticity over templates"

**Benefits:**

1. **Authentic AI**  
   Trained on your writing, not generic templates. 89% of users say "sounds exactly like me."

2. **LinkedIn-Native**  
   Engagement prediction analytics. Know what will perform before you hit publish.

3. **10x Output**  
   Post 5x/week without burning out. Save 2.5 hours/week on average.

---

## Section 5: Social Proof

**Heading:** "Trusted by 1,247 founders at fast-growing SaaS companies"

**Testimonial:**
> "My audience didn't notice when I started using AuthorityMax. It sounds that authentic."  
> — Sarah Chen, Founder @ Acme SaaS ($8M Series A)

**Customer logos:** [Acme, DataFlow, CloudSync, others]

---

## Section 6: Final CTA

**Heading:** "Start posting consistently. In your voice."

**CTA Button:** "Start Free Trial"

**Supporting:** "7 days free. No credit card required. Cancel anytime."

---

## Social Proof Placements
- **Hero:** User count ("1,247 founders")
- **Mid-page:** Testimonial with photo + company
- **Near CTA:** Security badge ("SOC 2 compliant") + money-back guarantee

---

## Eugene Schwartz Awareness Levels

**Most Aware (knows product):** "Start your free trial"
**Problem Aware (knows problem):** "Write LinkedIn posts in 60 seconds"
**Solution Aware (knows category):** "Your LinkedIn ghostwriter that sounds like you"
**Unaware (doesn't know problem):** "Most founders post inconsistently. Here's why that kills momentum."

**Homepage targets:** Solution Aware + Problem Aware (most LinkedIn ad traffic)
```

### Quality Checklist

- [ ] Headline is specific, not clever-vague
- [ ] Benefits before features
- [ ] Social proof included
- [ ] CTA is action-oriented ("Start Free Trial" not "Learn More")
- [ ] Matches brand voice (direct, no fluff)

---

## `copy-editing` — Polish Existing Copy

**When to use:** Refining drafts, QA before launch

### What It Reviews

- Clarity (is it immediately clear what this does?)
- Brevity (can we say it in fewer words?)
- Voice consistency (matches brand guide?)
- CTA strength (clear next step?)
- Social proof placement

### Example Edit

**Before:**
"AuthorityMax leverages advanced AI algorithms to seamlessly generate compelling LinkedIn content that drives meaningful engagement and builds your personal brand presence across your professional network."

**After:**
"AuthorityMax writes LinkedIn posts in your voice. Post 5x/week without the time drain."

**Rationale:**
- Cut from 28 words to 13
- Removed jargon ("leverages", "seamlessly", "compelling")
- Made outcome specific ("5x/week" vs "builds presence")
- Added benefit (time savings)

---

## `content-strategy` — Editorial Calendar

**Framework:** Pillar/cluster model

**When to use:** Planning blog/SEO content

### Process

1. Identify content pillars (3-5 core topics)
2. Map keywords to pillars
3. Create cluster topics (subtopics under each pillar)
4. Build editorial calendar (frequency, deadlines)

### Example Output (AuthorityMax Blog)

```markdown
# Content Strategy: AuthorityMax Blog

## Content Pillars

### Pillar 1: LinkedIn Personal Branding
**Target keyword:** "LinkedIn personal branding"
**Cluster topics:**
- How to build personal brand on LinkedIn as a founder
- LinkedIn posting frequency for maximum engagement
- Personal branding for fundraising (Series B guide)

### Pillar 2: Founder Content Marketing
**Target keyword:** "founder content marketing"
**Cluster topics:**
- How technical founders can build thought leadership
- Content marketing for B2B SaaS (founder playbook)
- Why founders should write (not delegate) early content

### Pillar 3: LinkedIn Growth Tactics
**Target keyword:** "LinkedIn growth"
**Cluster topics:**
- LinkedIn algorithm changes (2026 update)
- Best times to post on LinkedIn for B2B SaaS
- How to write LinkedIn hooks that stop the scroll

---

## Editorial Calendar (Q1 2026)

| Publish Date | Title | Pillar | Keyword | Status |
|--------------|-------|--------|---------|--------|
| Jan 8 | How to Build Personal Brand on LinkedIn as a Founder | 1 | LinkedIn personal branding | Published |
| Jan 15 | LinkedIn Posting Frequency Guide | 1 | posting frequency | Draft |
| Jan 22 | Founder Content Marketing Playbook | 2 | founder content | Outline |
| Jan 29 | LinkedIn Algorithm Update 2026 | 3 | LinkedIn algorithm | Idea |
```

---

## `case-study` — Customer Success Story

**Structure:** Before → Decision → After

**When to use:** Sales enablement, website social proof

### Example (AuthorityMax — Acme SaaS)

```markdown
# Case Study: How Acme SaaS Built Founder Brand in 6 Weeks

## Company
- **Name:** Acme SaaS
- **Industry:** B2B SaaS (data analytics)
- **Stage:** Series A ($8M raised)
- **Challenge:** Founder had no LinkedIn presence before fundraise

## Before: The Problem

Sarah Chen, CEO of Acme, was preparing for Series B fundraise. VCs asked for her LinkedIn profile. She had 200 connections, 3 posts in 2 years.

**The problem:** "I knew I needed a personal brand, but I didn't have time to write. I tried ChatGPT — it sounded robotic. I considered hiring a ghostwriter for $8k/mo but couldn't justify the cost."

## The Decision: Why AuthorityMax

Sarah signed up for AuthorityMax's 7-day trial.

**What convinced her:** "The voice training sold me. I uploaded 10 old blog posts. The AI-generated posts sounded like me. My co-founder couldn't tell which I wrote vs. which AuthorityMax wrote."

## After: The Results

**6 weeks later:**
- Posted 4x/week consistently
- Grew from 200 → 2,400 connections
- 3 VC partners reached out (vs Sarah cold-pitching)
- Hired 2 senior engineers who found her via LinkedIn

**In Sarah's words:**
> "AuthorityMax gave me a personal brand without the time investment. VCs now see me as a category thought leader. That credibility made fundraising easier."

## The Numbers
- **Time saved:** 2 hours/week (vs manual writing)
- **Engagement:** Avg 150 reactions/post (vs 12 before)
- **ROI:** Series B closed at $25M (10% higher valuation attributed to founder brand strength)
```

---

## `social-content` — Platform-Specific Posts

### LinkedIn Post Example

```
Most founders think posting on LinkedIn takes hours.

It doesn't.

Here's how I post 5x/week in 30 minutes total:

1. Monday: Share a quick win from last week (2 min)
2. Wednesday: Comment on industry news (3 min)
3. Friday: Share a lesson learned (5 min)

The trick isn't writing faster.
It's writing smaller.

One insight. One story. One takeaway.

That's a post.

You don't need a novel. You need a napkin.
```

### Twitter Thread Example

```
1/ Most SaaS founders waste their LinkedIn personal brand.

Here's why (and how to fix it):

2/ Problem: You post once a month.

Inconsistent posting = invisible.

The LinkedIn algorithm rewards frequency. Post 3-5x/week or don't bother.

3/ Solution: Stop writing essays.

One insight = one post.

You don't need 1000 words. You need 100.

4/ Tool I use: AuthorityMax

Writes posts in my voice. Takes 60 seconds.

No more blank-screen paralysis.

5/ Result: 4x/week posting. 10x engagement. 3 VC inbounds this quarter.

Personal brand = unfair advantage.
```

---

## Content & Copy Skills: Quick Reference

| Task | Skill | Time |
|------|-------|------|
| Write homepage copy | copywriting | 2-3h |
| Polish draft copy | copy-editing | 30min |
| Plan blog content | content-strategy | 2h |
| Write customer story | case-study | 1-2h |
| Create LinkedIn post | social-content | 15min |
| Plan video script | video-marketing | 1h |
| Design lead magnet | lead-magnets | 1h |

---

## Next Steps

- [CRO Skills](./cro.md) — Optimize copy for conversion
- [SEO Skills](./seo.md) — Optimize content for search
- [Commands](../commands/workflow-commands.md) — Use `/cm:copy` for end-to-end copywriting