Content Strategy — MMA Standards

When to Use

Use this skill for strategic content planning — what to create, for whom, when, and where. For drafting individual pieces, use the content-draft skill instead.

MMA Content Pillars

All MMA content ties back to the organization's core value: evidence-based marketing that drives measurable business growth. Content should map to one or more of these pillars:

Strategy Development Process

1. Define the Initiative

Clarify the program, project, or campaign this strategy supports:

• Parent program: Which think tank, lab, event, or initiative?
• Objective: Awareness, engagement, lead generation, member retention, recruitment?
• Audience segments: CMOs, practitioners, prospects, members, sponsors, media?
• Timeline: Campaign window, key dates, dependencies

2. Audit Existing Content

Before creating new content, identify what already exists:

• Check SharePoint for existing materials (use sharepoint-find skill)
• Review recent Slack activity in relevant channels
• Check Asana for related projects and deliverables
• Identify gaps in the current content library

3. Build the Content Plan

Audience-Content Matrix

Map each audience segment to content types and channels:

Editorial Calendar Structure

Organize by quarter aligned to MMA's event calendar:

4. Content Sequencing

For any major release (research report, lab results, event), plan a sequenced rollout:

1. Teaser (2-3 weeks before) — social posts, email preview, Slack announcement
2. Launch (release day) — blog post, press release, email blast, social campaign
3. Deep dives (1-2 weeks after) — webinar, podcast episode, case studies, member Q&A
4. Evergreen (ongoing) — gated download, Knowledge Center listing, sales enablement

5. Distribution Plan

Map content to MMA's owned channels:

6. Measurement & KPIs

Define success metrics for the strategy:

Deliverable Format

Present the content strategy as a structured document with:

1. Executive summary — 2-3 sentences on what this strategy achieves
2. Audience segments — who we're targeting and why
3. Content pillars — themes mapped to MMA research/programs
4. Editorial calendar — timeline with content pieces, owners, channels
5. Distribution plan — channel-by-channel approach
6. Success metrics — KPIs and measurement plan
7. Resource requirements — who creates what, any budget needs

MMA Project Integration

When the strategy supports a formal MMA project:

• Reference the Project Brief (SharePoint PMO folder) for scope and deliverables
• Link to the Asana project for task tracking
• Align content milestones to the project's Prep → In Field → Launch phases
• Identify member engagement activities and board involvement per the project brief template
• Note revenue/partner opportunities that content can support

Brand Guardrails

• All content follows MMA brand voice (Hero archetype — see mma-brand-guidelines)
• Use "Marketing + Media Alliance" on first reference, "MMA" thereafter
• Never "the MMA"
• Data claims must cite MMA research with specific numbers
• Embargoed research: no content until official release date