SKILL.md
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Type
Examples
Role
Paid
Ads, sponsored content, influencer partnerships
Immediate reach, targeting
Earned
PR, media coverage, organic mentions
Authority, credibility
Shared
Social engagement, co-created content, EGC
Community, authenticity
Owned
Website, blog, email, content hub
Strategic foundation; anchor
Best practice: Owned media as anchor; sequence PESO intentionally. Integration over silos--all four work together for synergy.
Growth Metrics by Stage
Stage
Focus metrics
Early (traffic)
Website traffic; organic traffic; keyword rankings
Channel testing
ROI (influencer), LTV (discount), ROAS (paid)
Monetization
CAC, conversion rate
Scale
MRR, ARR
Principle: Growth is a means, not an end—it serves conversion and monetization. Don't pursue traffic at the cost of user precision or long-term brand health.
Customer Journey by Stage
Map touchpoints across the lifecycle to avoid channel silos:
Stage
Touchpoints
Awareness
PR, ads, word-of-mouth, email, PPC
Consideration
Social ads, reviews, blog, media, direct email
Purchase
Website, e-commerce, store
Retention
FAQ, knowledge base, community forum
Advocacy
Social, blog, promotions, newsletter
Use: Assign channels to stages; ensure handoffs (e.g. awareness → consideration) are intentional. See growth-funnel for AARRR framework.
Channel Evaluation Framework
When selecting channels, evaluate across:
Variable
Question
Goal
Awareness, acquisition, loyalty?
Cost
Budget; CAC vs LTV
Measurability
Can you attribute impact? ROI clarity?
Speed
Time to full impact
Scale
How big can this channel get?
Fit
Does target audience use it?
Effort
Resources to set up and maintain
Example Programs
Program
Channels
Goal
Thought leadership
PR, social, influencers, spokespeople, events
Brand authority
Lifecycle
Email, website chat, retargeting, SMS
Conversion, retention
Loyalty
Email campaigns, promotions, personalized offers
Retention
Brand awareness
Content marketing, influencer partnerships, PR
Reach
Content marketing: See content-marketing for content types, formats, repurposing across channels.
IMC Best Practices
- Message consistency: Same core message across channels; adapt for each medium
- Start focused: 2-3 connected channels first; prove ROI before expanding
- Map to funnel: Assign channels to awareness, consideration, decision
- Unified measurement: Single framework tracking shared goals; avoid channel-only reporting
- Cross-channel attribution: Link channels to determine true performance
Output Format
- Program definition and goal
- Channel selection with evaluation rationale
- PESO mapping (which channels = paid/earned/shared/owned)
- Campaign structure (if applicable)
- Measurement approach
Related Skills
- cold-start-strategy: Cold start for early-stage; first users, launch channels
- indie-hacker-strategy: Indie hacker channel mix; Build in Public; first 100 users
- discount-marketing-strategy: Promotional pricing; LTV (discount) in channel testing
- pricing-strategy: Base price structure; pricing-strategy + discount-marketing = full pricing approach
- seo-strategy: SEO workflow, prioritization; SEO as owned/organic channel
- paid-ads-strategy: Paid ads (Google, Meta, LinkedIn); when to use; ROAS; PESO Paid channel
- parasite-seo, programmatic-seo: Parasite SEO (high-authority platforms), programmatic SEO (pages at scale)
- affiliate-marketing, community-forum, creator-program, directory-submission, employee-generated-content, email-marketing, influencer-marketing, public-relations, referral-program: Specific channel tactics
- generative-engine-optimization: GEO as channel for AI search visibility
- ai-traffic-tracking: Track AI channel traffic in GA4; measure GEO impact
- traffic-analysis: Attribution, UTM, multi-channel reporting
- analytics-tracking: GA4, event tracking across channels
- content-strategy: SEO content (topic clusters); owned media pillar
- content-marketing: Content types, formats, channels, repurposing; full content marketing plan