Compare commits
12 Commits
| Author | SHA1 | Date | |
|---|---|---|---|
 Corey Haines
|
bb54a76215 | ||
|
Corey Haines
|
884cf5e108 | ||
|
Corey Haines
|
295f1eef37 | ||
|
Corey Haines
|
5c90bb8075 | ||
|
Corey Haines
|
2fe1310881 | ||
|
Corey Haines
|
6020ef6943 | ||
|
Corey Haines
|
314230b6db | ||
|
Corey Haines
|
330d220aca | ||
|
Corey Haines
|
c4cb25cb6c | ||
|
Corey Haines
|
4ceaf88e96 | ||
|
Corey Haines
|
7d85256e19 | ||
|
Corey Haines
|
7c13fccdd9 |
@@ -1,8 +1,8 @@
|
||||
---
|
||||
name: ab-test-setup
|
||||
description: When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.
|
||||
description: When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.
|
||||
metadata:
|
||||
version: 1.1.0
|
||||
version: 1.2.0
|
||||
---
|
||||
|
||||
# A/B Test Setup
|
||||
@@ -229,6 +229,93 @@ Document every test with:
|
||||
|
||||
---
|
||||
|
||||
## Growth Experimentation Program
|
||||
|
||||
Individual tests are valuable. A continuous experimentation program is a compounding asset. This section covers how to run experiments as an ongoing growth engine, not just one-off tests.
|
||||
|
||||
### The Experiment Loop
|
||||
|
||||
```
|
||||
1. Generate hypotheses (from data, research, competitors, customer feedback)
|
||||
2. Prioritize with ICE scoring
|
||||
3. Design and run the test
|
||||
4. Analyze results with statistical rigor
|
||||
5. Promote winners to a playbook
|
||||
6. Generate new hypotheses from learnings
|
||||
→ Repeat
|
||||
```
|
||||
|
||||
### Hypothesis Generation
|
||||
|
||||
Feed your experiment backlog from multiple sources:
|
||||
|
||||
| Source | What to Look For |
|
||||
|--------|-----------------|
|
||||
| Analytics | Drop-off points, low-converting pages, underperforming segments |
|
||||
| Customer research | Pain points, confusion, unmet expectations |
|
||||
| Competitor analysis | Features, messaging, or UX patterns they use that you don't |
|
||||
| Support tickets | Recurring questions or complaints about conversion flows |
|
||||
| Heatmaps/recordings | Where users hesitate, rage-click, or abandon |
|
||||
| Past experiments | "Significant loser" tests often reveal new angles to try |
|
||||
|
||||
### ICE Prioritization
|
||||
|
||||
Score each hypothesis 1-10 on three dimensions:
|
||||
|
||||
| Dimension | Question |
|
||||
|-----------|----------|
|
||||
| **Impact** | If this works, how much will it move the primary metric? |
|
||||
| **Confidence** | How sure are we this will work? (Based on data, not gut.) |
|
||||
| **Ease** | How fast and cheap can we ship and measure this? |
|
||||
|
||||
**ICE Score** = (Impact + Confidence + Ease) / 3
|
||||
|
||||
Run highest-scoring experiments first. Re-score monthly as context changes.
|
||||
|
||||
### Experiment Velocity
|
||||
|
||||
Track your experimentation rate as a leading indicator of growth:
|
||||
|
||||
| Metric | Target |
|
||||
|--------|--------|
|
||||
| Experiments launched per month | 4-8 for most teams |
|
||||
| Win rate | 20-30% is common for mature programs (sustained higher rates may indicate conservative hypotheses) |
|
||||
| Average test duration | 2-4 weeks |
|
||||
| Backlog depth | 20+ hypotheses queued |
|
||||
| Cumulative lift | Compound gains from all winners |
|
||||
|
||||
### The Experiment Playbook
|
||||
|
||||
When a test wins, don't just implement it — document the pattern:
|
||||
|
||||
```
|
||||
## [Experiment Name]
|
||||
**Date**: [date]
|
||||
**Hypothesis**: [the hypothesis]
|
||||
**Sample size**: [n per variant]
|
||||
**Result**: [winner/loser/inconclusive] — [primary metric] changed by [X%] (95% CI: [range], p=[value])
|
||||
**Guardrails**: [any guardrail metrics and their outcomes]
|
||||
**Segment deltas**: [notable differences by device, segment, or cohort]
|
||||
**Why it worked/failed**: [analysis]
|
||||
**Pattern**: [the reusable insight — e.g., "social proof near pricing CTAs increases plan selection"]
|
||||
**Apply to**: [other pages/flows where this pattern might work]
|
||||
**Status**: [implemented / parked / needs follow-up test]
|
||||
```
|
||||
|
||||
Over time, your playbook becomes a library of proven growth patterns specific to your product and audience.
|
||||
|
||||
### Experiment Cadence
|
||||
|
||||
**Weekly (30 min)**: Review running experiments for technical issues and guardrail metrics. Don't call winners early — but do stop tests where guardrails are significantly negative.
|
||||
|
||||
**Bi-weekly**: Conclude completed experiments. Analyze results, update playbook, launch next experiment from backlog.
|
||||
|
||||
**Monthly (1 hour)**: Review experiment velocity, win rate, cumulative lift. Replenish hypothesis backlog. Re-prioritize with ICE.
|
||||
|
||||
**Quarterly**: Audit the playbook. Which patterns have been applied broadly? Which winning patterns haven't been scaled yet? What areas of the funnel are under-tested?
|
||||
|
||||
---
|
||||
|
||||
## Common Mistakes
|
||||
|
||||
### Test Design
|
||||
|
||||
@@ -1,8 +1,8 @@
|
||||
---
|
||||
name: copy-editing
|
||||
description: "When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting."
|
||||
description: "When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' 'sharpen the messaging,' 'refresh this content,' 'update this page,' 'this content is outdated,' or 'content audit.' Use this when the user already has copy and wants it improved or refreshed rather than rewritten from scratch. For writing new copy, see copywriting."
|
||||
metadata:
|
||||
version: 1.1.0
|
||||
version: 1.3.0
|
||||
---
|
||||
|
||||
# Copy Editing
|
||||
@@ -256,6 +256,57 @@ For every statement, ask "Okay, so what?" If the copy doesn't answer that questi
|
||||
|
||||
---
|
||||
|
||||
## Expert Panel Scoring
|
||||
|
||||
Use this after completing the Seven Sweeps for an additional quality gate. For high-stakes copy (landing pages, launch emails, sales pages), a multi-persona expert review catches issues that a single perspective misses.
|
||||
|
||||
### How It Works
|
||||
|
||||
1. **Assemble 3-5 expert personas** relevant to the copy type
|
||||
2. **Each persona scores the copy 1-10** on their area of expertise
|
||||
3. **Collect specific critiques** — not just scores, but what to fix
|
||||
4. **Revise based on feedback** — address the lowest-scoring areas first
|
||||
5. **Re-score after revisions** — iterate until all personas score 7+, with an average of 8+ across the panel
|
||||
|
||||
### Recommended Expert Panels
|
||||
|
||||
**Landing page copy:**
|
||||
- Conversion copywriter (clarity, CTA strength, benefit hierarchy)
|
||||
- UX writer (scannability, cognitive load, user flow)
|
||||
- Target customer persona (does this speak to me? do I trust it?)
|
||||
- Brand strategist (voice consistency, positioning accuracy)
|
||||
|
||||
**Email sequence:**
|
||||
- Email marketing specialist (subject lines, open/click optimization)
|
||||
- Copywriter (hooks, storytelling, persuasion)
|
||||
- Spam filter analyst (deliverability red flags, trigger words)
|
||||
- Target customer persona (relevance, value, unsubscribe risk)
|
||||
|
||||
**Sales page / long-form:**
|
||||
- Direct response copywriter (offer structure, objection handling, urgency)
|
||||
- Skeptical buyer persona (proof gaps, trust issues, red flags)
|
||||
- Editor (flow, readability, conciseness)
|
||||
- SEO specialist (keyword coverage, search intent alignment)
|
||||
|
||||
### Scoring Rubric
|
||||
|
||||
| Score | Meaning |
|
||||
|-------|---------|
|
||||
| 9-10 | Publish-ready. No meaningful improvements. |
|
||||
| 7-8 | Strong. Minor tweaks only. |
|
||||
| 5-6 | Functional but has clear gaps. Needs another pass. |
|
||||
| 3-4 | Significant issues. Major revision needed. |
|
||||
| 1-2 | Fundamentally broken. Rethink approach. |
|
||||
|
||||
### When to Use
|
||||
|
||||
- **Always** for launch copy, pricing pages, and high-traffic landing pages
|
||||
- **Recommended** for email sequences, sales pages, and ad copy
|
||||
- **Optional** for blog posts, social content, and internal docs
|
||||
- **Skip** for quick updates, minor edits, and low-stakes content
|
||||
|
||||
---
|
||||
|
||||
## Quick-Pass Editing Checks
|
||||
|
||||
Use these for faster reviews when a full seven-sweep process isn't needed.
|
||||
@@ -416,6 +467,15 @@ This iterative process ensures each edit doesn't create new problems while respe
|
||||
## References
|
||||
|
||||
- [Plain English Alternatives](references/plain-english-alternatives.md): Replace complex words with simpler alternatives
|
||||
- [Content Refresh](references/content-refresh.md): Full checklist, refresh vs. rewrite matrix, and cadence guide
|
||||
|
||||
---
|
||||
|
||||
## Content Refresh Editing
|
||||
|
||||
Copy editing isn't just for new content. Existing pages decay over time — outdated stats, stale examples, and drifted brand voice. Use the content refresh framework when traffic is declining, data is stale, or the product has changed.
|
||||
|
||||
**For the full refresh checklist, refresh vs. rewrite decision matrix, and cadence guide**: See [references/content-refresh.md](references/content-refresh.md)
|
||||
|
||||
---
|
||||
|
||||
@@ -425,6 +485,7 @@ This iterative process ensures each edit doesn't create new problems while respe
|
||||
2. What action should readers take?
|
||||
3. Are there specific concerns or known issues?
|
||||
4. What proof/evidence do you have available?
|
||||
5. Is this new copy or a refresh of existing content?
|
||||
|
||||
---
|
||||
|
||||
|
||||
@@ -0,0 +1,38 @@
|
||||
# Content Refresh Editing
|
||||
|
||||
Copy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.
|
||||
|
||||
## When to Refresh
|
||||
|
||||
- **Traffic declining** on a page that used to perform well
|
||||
- **Stats or data** are more than 12 months old
|
||||
- **Product has changed** — features, pricing, or positioning no longer match
|
||||
- **Competitors updated** their version of the same content
|
||||
- **AI search visibility** matters — outdated content gets cited less (see ai-seo skill)
|
||||
|
||||
## Content Refresh Checklist
|
||||
|
||||
1. **Freshness pass** — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
|
||||
2. **Accuracy pass** — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
|
||||
3. **Voice pass** — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
|
||||
4. **SEO pass** — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
|
||||
5. **Proof pass** — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
|
||||
6. **Structure pass** — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.
|
||||
|
||||
## Refresh vs. Rewrite
|
||||
|
||||
| Signal | Action |
|
||||
|--------|--------|
|
||||
| Core message still valid, details outdated | Refresh (update facts, stats, examples) |
|
||||
| Brand voice has evolved significantly | Refresh + voice rewrite |
|
||||
| Topic angle or audience has shifted | Full rewrite |
|
||||
| Page structure doesn't match current search intent | Full rewrite |
|
||||
| Just needs updated stats and links | Light refresh |
|
||||
|
||||
## Refresh Cadence
|
||||
|
||||
- **Pricing and product pages**: Every quarter, or when pricing/features change
|
||||
- **High-traffic blog posts**: Every 6 months
|
||||
- **Comparison and alternatives pages**: Every 3-6 months (competitors change fast)
|
||||
- **Evergreen guides**: Annually, unless traffic drops sooner
|
||||
- **Low-traffic pages**: Only when traffic data suggests an opportunity
|
||||
@@ -2,7 +2,7 @@
|
||||
name: social-content
|
||||
description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' or 'grow my following.' Use this for any social media content creation, repurposing, or scheduling task. For broader content strategy, see content-strategy."
|
||||
metadata:
|
||||
version: 1.1.0
|
||||
version: 1.2.0
|
||||
---
|
||||
|
||||
# Social Content
|
||||
@@ -108,7 +108,7 @@ The first line determines whether anyone reads the rest.
|
||||
|
||||
## Content Repurposing System
|
||||
|
||||
Turn one piece of content into many:
|
||||
Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.
|
||||
|
||||
### Blog Post → Social Content
|
||||
|
||||
@@ -120,13 +120,61 @@ Turn one piece of content into many:
|
||||
| Instagram | Carousel with visuals |
|
||||
| Instagram | Reel summarizing the post |
|
||||
|
||||
### Podcast / Video → Social Content
|
||||
|
||||
Extract "content atoms" — self-contained moments from any long-form content that work on their own:
|
||||
|
||||
| Atom Type | What to Look For | Best Platform |
|
||||
|-----------|-----------------|---------------|
|
||||
| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |
|
||||
| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
|
||||
| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |
|
||||
| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |
|
||||
| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |
|
||||
| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |
|
||||
|
||||
**Podcast repurposing workflow:**
|
||||
1. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
|
||||
2. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
|
||||
3. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
|
||||
4. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
|
||||
5. **Add subtitles** — most social video is watched without sound
|
||||
6. **Schedule across 1-2 weeks** — spread a single episode across multiple posts
|
||||
|
||||
**Per episode, aim for:**
|
||||
- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
|
||||
- 1-2 LinkedIn text posts from key insights
|
||||
- 1 Twitter/X thread of takeaways
|
||||
- 1 carousel summarizing the main framework or list
|
||||
- 1 newsletter section or blog post from the best segment
|
||||
|
||||
### Webinar / Live Event → Social Content
|
||||
|
||||
| Extract | Format |
|
||||
|---------|--------|
|
||||
| Key slides with commentary | LinkedIn carousel |
|
||||
| Q&A highlights | Twitter/X thread |
|
||||
| Speaker quotes | Quote graphics for Instagram/LinkedIn |
|
||||
| Audience reactions/poll results | Engagement posts |
|
||||
| Full recording → short clips | Reels, TikTok, Shorts |
|
||||
|
||||
### Newsletter → Social Content
|
||||
|
||||
| Extract | Format |
|
||||
|---------|--------|
|
||||
| Main insight | LinkedIn post |
|
||||
| Curated links with commentary | Twitter/X thread |
|
||||
| Data or stat | Quote graphic |
|
||||
| Hot take or opinion | Twitter/X post, LinkedIn |
|
||||
|
||||
### Repurposing Workflow
|
||||
|
||||
1. **Create pillar content** (blog, video, podcast)
|
||||
2. **Extract key insights** (3-5 per piece)
|
||||
3. **Adapt to each platform** (format and tone)
|
||||
4. **Schedule across the week** (spread distribution)
|
||||
5. **Update and reshare** (evergreen content can repeat)
|
||||
1. **Create pillar content** (blog, video, podcast, webinar, newsletter)
|
||||
2. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
|
||||
3. **Adapt to each platform** (format, length, and tone)
|
||||
4. **Write standalone captions** (each post must work without context)
|
||||
5. **Schedule across the week** (spread distribution, don't dump all at once)
|
||||
6. **Update and reshare** (evergreen content can repeat every 3-6 months)
|
||||
|
||||
---
|
||||
|
||||
|
||||
Reference in New Issue
Block a user