marketing-campaign

affaan-m ｜ 行銷與 SEO ｜ 原文 ｜ MIT

從受眾研究到文案、email、社群、廣告的整套上市活動規劃與執行

---
name: marketing-campaign
description: 端到端的行銷活動規劃與執行。涵蓋受眾研究、定位、活動切角定義、landing page 文案、email 序列、社群貼文、廣告文案、短影音腳本和內容行事曆。當作多通路產品上市的統籌層。規劃或執行多通路產品上市，或要產出 landing page、email、社群、廣告文案時使用。
metadata:
  origin: ECC
---

# Marketing Campaign

規劃並執行真正能轉換的上市活動，而不是只求把活動上線。

## When to Activate

- 規劃產品或功能上市
- 從單一份產品 brief 做出整套內容
- 在寫任何文案之前先定義定位和活動切角
- 統籌跨通路的多種內容類型
- 審查文案的轉換品質和品牌一致性

## Non-Negotiables

1. 沒定位就不寫文案。所有文案都從切角長出來。
2. 先研究受眾，不要自以為知道他們的用語和恐懼。
3. 每個交付物在活動弧線裡都要有一個明確的目的。
4. 不管什麼格式、什麼通路，具體永遠贏過形容詞。
5. 每個通路、每一則內容都要用同一個聲音。
6. 沒通過品質關卡的文案不准出貨。

## Campaign Workflow

### Phase 1: Research

用 `market-research` 來：
- 描繪目標受眾的輪廓（jobs-to-be-done、恐懼、用語、他們現在用的替代方案）
- 盤點 3 個以上直接或相鄰的競品（定位、缺口、訊息上的弱點）
- 找出 1 到 3 個活動切角可以利用的受眾洞察

交付物：一份簡短的研究 brief（受眾輪廓 + 競品摘要 + 關鍵洞察）。

### Phase 2: Positioning

產出：
- 核心利益陳述（一句話，不列功能清單，不講行話）
- 定位公式：「[Product] 幫 [audience] 透過 [mechanism] [achieve outcome]」
- 活動切角：整個活動所依附的那個具體張力、洞察或時刻
- 語調設定：寫文案前先鎖定（要長期、跨 session 重複使用的聲音設定，交給 `brand-voice`）

定位和切角沒核准之前，一個字的文案都不要寫。

### Phase 3: Content Production

照這個順序產出，每一層都會影響下一層：

1. **Landing page 文案**（所有區塊：hero、問題、解法、功能、運作方式、佐證、CTA）
2. **Email 序列**（每封 email 只有一個目的；照這條弧線走：問題 → 教育 → 加劇 → 解法 → 佐證 → 急迫感 → 最終 CTA）
3. **社群貼文**（透過 `content-engine` 做各平台原生版本；LinkedIn 和 X 是不同格式，不是同一份文案改尺寸）
4. **短影音腳本**（以時間戳分段；為螢幕和耳朵而寫，不是為紙面而寫）
5. **廣告文案變體**（3 到 4 個變體，測試不同切角或受眾區隔）
6. **內容行事曆**（逐日排程，含通路、類型、時間點和相依關係）

### Phase 4: Review

每個交付物都要過關卡：
- 所有 hero / 首屏文案做 5 秒測試（一眼看得出是給誰的、做什麼的、為什麼現在就要行動）
- CTA 稽核（每則內容一個，要具體、靠實力爭取，不是強迫）
- 跨所有通路檢查語調一致性
- 宣稱稽核（每個宣稱都具體且有憑據）
- 跨通路一致性（廣告宣稱要對得上 landing page；email 內文要對得上主旨）

## Output Contract

完整的活動要交付：

1. **定位 brief**：切角、核心利益陳述、語調設定
2. **Landing page 文案**：hero、問題、解法、功能、運作方式、佐證、CTA
3. **Email 序列**：每封 email 的主旨 + 預覽文字 + 內文 + CTA，並標上第幾天和目的
4. **LinkedIn 貼文**：3 則以上各平台原生貼文，切角各不相同
5. **X 貼文**：5 則以上獨立貼文 + 1 串 thread
6. **短影音腳本**：2 份以上以時間戳分段的腳本，附視覺指示備註
7. **廣告文案變體**：每個變體都有短標題 / 長標題 / 內文
8. **內容行事曆**：逐日排程，含通路、內容類型、時間點和相依關係
9. **文案審查摘要**：上線前被標出的問題和待釐清的事項

## Quality Gate

交付任何一則內容之前：

- 每個交付物讀起來都像同一個作者寫的
- 沒有空洞的最高級用語或充數的形容詞
- 每個 CTA 都具體且靠實力爭取（絕不用「了解更多」或「點這裡」）
- 沒有文案原封不動地複製到不同平台
- hero 文案通過 5 秒測試
- email 主旨對得上 email 內文（不玩誘餌轉換）
- 廣告宣稱和 landing page 宣稱完全吻合
- 沒有任何文案可以原封不動拿去用在同類別的其他產品上

## Hard Bans

下列任何一種，刪掉重寫：

- 「game-changing」、「revolutionary」、「world-class」、「cutting-edge」
- 「In today's competitive landscape」
- 沒有真實截止日支撐的假急迫感
- 沒有具體細節的空洞社會證明（「數千人信任我們」）
- 泛用 CTA（「learn more」、「find out more」、「click here」）
- 可以直接拔下來丟進競品活動裡用的文案

## Related Skills

- `brand-voice`：從來源推導的聲音設定（內容產出前先跑）
- `content-engine`：各平台原生的內容產出
- `crosspost`：多平台發布
- `market-research`：受眾和競爭情報
- `seo`：landing page 文案的頁面內最佳化

---
name: marketing-campaign
description: End-to-end marketing campaign planning and execution. Covers audience research, positioning, campaign angle definition, landing page copy, email sequences, social posts, ad copy, short-form video scripts, and content calendars. Use as the orchestration layer for multi-channel product launches. Use when planning or executing a multi-channel product launch, or producing landing page, email, social, or ad copy.
metadata:
  origin: ECC
---

# Marketing Campaign

Plan and execute launch campaigns that convert — not just campaigns that ship.

## When to Activate

- planning a product or feature launch
- building a full content suite from a single product brief
- defining positioning and campaign angle before writing any copy
- orchestrating multiple content types across channels
- reviewing copy for conversion quality and brand consistency

## Non-Negotiables

1. Define positioning before writing any copy. All copy flows from the angle.
2. Research the audience before assuming you know their language or fears.
3. Each deliverable must serve one clear purpose in the campaign arc.
4. Specificity beats adjectives in every format and on every channel.
5. The same voice must run across every channel and every piece.
6. No copy ships without passing the quality gate.

## Campaign Workflow

### Phase 1: Research

Use `market-research` to:
- profile the target audience (jobs-to-be-done, fears, language, alternatives they use)
- map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses)
- identify 1–3 audience insights the campaign angle will exploit

Deliverable: a short research brief (audience profile + competitive summary + key insights).

### Phase 2: Positioning

Produce:
- core benefit statement (one sentence, no feature list, no jargon)
- positioning formula: "[Product] helps [audience] [achieve outcome] by [mechanism]"
- campaign angle: the specific tension, insight, or moment the whole campaign lives in
- tone profile: lock before writing (delegate to `brand-voice` for durable, session-reusable voice capture)

Do not write any copy until positioning and angle are approved.

### Phase 3: Content Production

Produce in this order — each layer informs the next:

1. **Landing page copy** (all sections: hero, problem, solution, features, how it works, proof, CTA)
2. **Email sequence** (each email has one purpose; follow the arc: problem → education → agitation → solution → proof → urgency → final CTA)
3. **Social posts** (platform-native via `content-engine`; LinkedIn and X are different formats, not the same copy resized)
4. **Short-form video scripts** (timestamp-blocked; written for screen and ear, not the page)
5. **Ad copy variants** (3–4 variants testing different angles or audience segments)
6. **Content calendar** (day-by-day schedule with channel, type, timing, and dependencies)

### Phase 4: Review

Gate every deliverable:
- 5-second test on all hero / above-fold copy (clear who it's for, what it does, why act now)
- CTA audit (one per piece, specific, earned — not demanded)
- Tone consistency check across all channels
- Claim audit (every claim is specific and supportable)
- Cross-channel consistency (ad claims match landing page; email body matches subject)

## Output Contract

A full campaign delivers:

1. **Positioning brief** — angle, core benefit statement, tone profile
2. **Landing page copy** — hero, problem, solution, features, how it works, proof, CTA
3. **Email sequence** — subject + preview + body + CTA for each email, labelled by day and purpose
4. **LinkedIn posts** — 3+ platform-native posts with distinct angles
5. **X posts** — 5+ standalone posts + 1 thread
6. **Short-form video scripts** — 2+ timestamp-blocked scripts with visual direction notes
7. **Ad copy variants** — short headline / long headline / body per variant
8. **Content calendar** — day-by-day schedule with channel, content type, timing, and dependencies
9. **Copy review summary** — flagged issues and open questions before anything goes live

## Quality Gate

Before delivering any piece:

- every deliverable sounds like the same author
- no hollow superlatives or filler adjectives remain
- every CTA is specific and earned (never "learn more" or "click here")
- no copy is duplicated verbatim across platforms
- hero copy passes the 5-second test
- email subjects match email body (no bait-and-switch)
- ad claims match landing page claims exactly
- no copy would work unchanged for any other product in the category

## Hard Bans

Delete and rewrite any:

- "game-changing", "revolutionary", "world-class", "cutting-edge"
- "In today's competitive landscape"
- fake urgency not backed by a real deadline
- hollow social proof without specifics ("thousands trust us")
- generic CTAs ("learn more", "find out more", "click here")
- copy that could be unplugged and dropped into a competitor's campaign unchanged

## Related Skills

- `brand-voice` — source-derived voice capture (run before content production)
- `content-engine` — platform-native content production
- `crosspost` — multi-platform distribution
- `market-research` — audience and competitive intelligence
- `seo` — on-page optimisation for landing page copy