Asshauer Performance Content Strategy

Based on Michael Asshauer's public method. Not affiliated with or endorsed by Michael Asshauer.

When to use

Use this skill to produce a reviewable B2B campaign strategy, content brief, Document Ad experiment, nurture sequence, or diagnosis of a LinkedIn content funnel. It is especially relevant to complex, technical, or advisory offers whose buyers need evidence and explanation before booking a conversation. The output connects useful expert content with paid distribution, Zielgruppenbesitz, demand creation, and sales opportunities.

Read the relevant sections of references/method.md, then fill templates/output-template.md. Use the examples when a draft sounds generic or the gate hides all useful information. Keep public method claims separate from proposed implementation choices. Do not promise the costs or timing reported in someone else's campaign.

The deliverable should name one buyer problem, an accountable expert, a useful asset, the distribution route, the contact capture and delivery path, the nurture experience, and the measurement decision. If the user only requests one component, complete that component and identify its dependencies. Preserve supplied budgets, geography, channels, and existing authorization. A planning request does not authorize spending money, publishing ads, or contacting leads.

Procedure

1. Set the brief. Record offer, buyer roles, company characteristics, geography, sales cycle, resources, and desired business outcome. Mark missing inputs as assumptions or questions rather than inventing customer facts. Use the context fields in templates/output-template.md.
2. Establish evidence boundaries. Read the provenance notes in references/sources.md. Attribute the public strategy to Asshauer, retain credits for borrowed frameworks, and distinguish a fetched article or transcript from an unheard podcast or inaccessible profile.
3. Choose the audience and Trigger-Symptom. Define the observable problem in the buyer's working language. Explain why the selected roles and firms experience it. Reject a broad topic that attracts readers who cannot buy the offer. See R1 in references/method.md.
4. State the expert's position. Write a defensible Hauptbotschaft that challenges a relevant assumption and gives the reader a better decision rule. Ground it in actual expertise and supplied evidence. Use R2 in references/method.md.
5. Map the funnel jobs. Separate awareness, lead capture, demand nurturing, and sales conversion. Specify how the contact becomes reachable in the CRM and what makes it ready for sales. Use R3 and R7 in references/method.md.
6. Select a practical lead magnet. Adapt existing, shareable expertise into a checklist, guide, process, or tool solving one bounded problem. Describe the useful result before naming the asset. Use R4 and the asset guidance in references/method.md.
7. Design the preview and continuation. For a gated Document Ad, draft the visible pages and explain what registration unlocks. Five free pages is the sourced experiment, not a required count. Use R5 in references/method.md and examples/worked-examples.md.
8. Assign content to ad formats. Choose a personal expert post for a Thought Leader Ad or a document for a Document Ad according to the job. Define the hook, copy, document cover, and matched next action. Check R6 in references/method.md.
9. Prepare capture and nurture. Specify delivery, CRM fields, permission handling, useful expert emails, and later webinar or demo invitations. Avoid treating a download as buying intent. Follow R7 in references/method.md.
10. Build the reuse plan. Turn one substantive expert contribution into the formats the audience actually uses. Assign adaptation and publishing ownership without expanding the requested channel scope. Use R8 in references/method.md.
11. Define the experiment. Set the budget boundary, comparison, observable metrics, review point, and stop or scale conditions. Diagnose Audience, Messaging, and Offer before changing everything. Use R9 and R10 in references/method.md.
12. Return a reviewed deliverable. Complete the requested sections of templates/output-template.md. Apply checklists/review-checklist.md, resolve failures, and report assumptions, implementation dependencies, and the next decision.

Files in this skill

• SLUG.txt: Canonical package identifier.
• SKILL.md: Activation guidance and workflow entrypoint.
• references/method.md: Cited principles, rules, warnings, and edge cases.
• references/sources.md: Numbered fetched sources, contributions, and access limits.
• examples/worked-examples.md: Invented before and after applications of the rules.
• templates/output-template.md: Campaign deliverable with field guidance.
• checklists/review-checklist.md: Pass or fail checks and corrective actions.