/01-lich-noi-dung

name: 01-lich-noi-dung
description: Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
metadata:
  version: 2.2.0
  category: content
triggers:
  - "lich noi dung"
  - "len lich dang bai"
  - "ke hoach noi dung thang"
  - "content calendar"
  - "lich dang"
  - "content strategy"
  - "chien luoc content"
  - "content pillar"
output: File .md gom lich noi dung hang tuan co day du cot — ngay, kenh, dinh dang, tang pheu, pillar, CTA, nguoi thuc hien, trang thai
related:
  - 00-ke-hoach-mkt
  - 04-script-video
  - 05-copy-quang-cao
  - 06-brief-ugc-egc
  - 09-insight-khach-hang
  - 15-social-listening
  - 35-brand-voice
  - 36-content-brief
  - 39-content-audit
  - 40-next-content-plan
  - references/hook-formulas-vn

Lich Noi Dung

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Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. **San pham / dich vu gi?** Nganh hang, USP chinh, muc gia. 2. **Dang co kenh nao?** Liet ke kenh (TikTok, FB, IG, Zalo, Email, Blog), so follower/subscriber hien tai. 3. **Muc tieu thang nay la gi?** Tang follower / tang mess / tang don / ra mat san pham / chien dich Tet? 4. **Nguon luc content?** May nguoi lam content? Co quay video duoc khong? Co san UGC/testimonial khong?

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Content strategy truoc khi len lich

Lich chi la be noi — truoc khi xep ngay nao dang gi, phai co strategy tra loi "brand nay noi ve dieu gi, tu goc nhin nao". Strategy tot = writer biet viet gi ke ca khi khong co brief.

Cau truc Pillar → Angle → Topic

Target audience → Insight (09) → Key message
  → Pillar 1 / Pillar 2 / Pillar 3
    → Angle 1.1 / 1.2 / 1.3 (goc nhin cu the trong pillar)
      → Topic (bai viet / video cu the)

• **Pillar** = chu de lon ma brand co tham quyen noi — moi brand can 3-5 pillar, khong chong cheo.
• **Angle** = goc nhin / cach tiep can cu the trong moi pillar.
• **Topic** = bai cu the sinh ra tu angle (dung Content Matrix ben duoi de tao hang loat).

Moi pillar khai bao du 4 muc: dinh nghia (brand noi ve dieu nay vi...), 3 angle chinh, format phu hop, tang pheu chu yeu.

Cong thuc chon truc noi dung: **Truc noi dung = Muc tieu truyen thong x Van de khach hang x The manh thuong hieu.** Thieu 1 trong 3 ve la truc bi lech (chi co the manh = tu khen; chi co van de khach = khong khac biet).

Ti le pillar theo objective

| Objective ky nay | Pillar thu hut | Pillar chuyen mon | Pillar chuyen doi | |------------------|----------------|-------------------|-------------------| | Awareness | 50% | 30% | 20% | | Leads | 30% | 40% | 30% | | Convert | 20% | 30% | 50% |

Hook bank — chuan bi truoc khi vao ky

Truoc moi ky, viet san 20 hook theo 5 nhom (moi nhom 4 hook), viet that theo brand — khong de placeholder:

| Nhom | Huong | |------|-------| | Pain hook | Bat dau bang noi dau cua khach | | Curiosity hook | Cau hoi / statement gay to mo | | Social proof hook | So lieu / testimonial an tuong | | Education hook | Kien thuc it nguoi biet | | Contrarian hook | Noi nguoc dieu thuong thay |

> Cong thuc hook chi tiet: `references/hook-formulas-vn.md`. Tone hook doi chieu `35-brand-voice`.

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Quy trinh 5 giai doan cua content system

Lich noi dung nam o giai doan 2 cua he thong content hoan chinh. Kiem tra giai doan truoc da xong chua roi hay len lich:

| Giai doan | Viec can lam | Skill | Tieu chuan / Thoi gian | |-----------|--------------|-------|------------------------| | 1. Nen tang (lam 1 lan, review moi quy) | Brand voice, insight khach hang, nghien cuu doi thu, content strategy | `35-brand-voice`, `09-insight-khach-hang`, `08-nghien-cuu-doi-thu` | Brand voice lam truoc tien; strategy review sau 4 tuan dau | | 2. Lap ke hoach | Lich chi tiet tung ngay + brief tung bai | Skill nay + `36-content-brief` | Lich: 2-4 gio; brief: 30-60 phut/bai; 1 brief = 1 bai = 1 angle = 1 CTA | | 3. San xuat | Caption, script, email, ads copy, seeding, UGC | `37-caption-social`, `04-script-video`, `14-email-marketing`, `05-copy-quang-cao`, `38-seeding-plan`, `06-brief-ugc-egc` | Doc to len truoc khi chot; doi chieu brand voice moi bai | | 4. Brief visual | Brief anh / carousel / video cho designer, editor | `42-brief-hinh-anh`, `43-brief-carousel`, `44-brief-video-editor` | Chi brief visual khi copy DA duyet; gui kem reference | | 5. Do luong | Audit winner/loser, bao cao, plan ky sau tu data | `39-content-audit`, `07-bao-cao-marketing`, `40-next-content-plan` | Audit it nhat 1 lan/thang (keo data ngay 28-30); plan moi luon tu data cu |

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Nguyen tac xay lich noi dung

1. Quy tac phan bo pheu (Funnel Distribution)

| Tang pheu | Ti le | Muc dich | Loai noi dung | |-----------|-------|----------|--------------| | TOFU (Nhan biet) | 40% | Thu hut nguoi moi | Trend, tips, POV, behind scenes, cham noi dau | | MOFU (Can nhac) | 35% | Xay trust, thuyet phuc | Case study, review, so sanh, quy trinh, FAQ | | BOFU (Chuyen doi) | 15% | Chot don | Offer, deal, countdown, retarget, livestream | | Retention | 10% | Giu khach cu | VIP content, referral, community, re-engage |

> Tham khao chi tiet goc do noi dung tai `references/content-angles.md`.

2. Content Pillar Balance

Moi thuong hieu can 3–5 pillar. Kiem tra balance moi tuan.

| Pillar | Ti le khuyen nghi | Kiem tra tuan nay | |--------|-------------------|-------------------| | Giao duc (Education) | 30–35% | [so bai] / [tong bai] = [%] | | Cam hung (Inspiration) | 20–25% | [so bai] / [tong bai] = [%] | | Giai tri (Entertainment) | 20–25% | [so bai] / [tong bai] = [%] | | Ban hang (Selling) | 10–15% | [so bai] / [tong bai] = [%] | | Cong dong (Community) | 5–10% | [so bai] / [tong bai] = [%] |

**Quy tac:** Neu 1 pillar lech qua 10% so voi khuyen nghi → dieu chinh tuan sau.

3. Source Type Mix

| Loai noi dung | Ti le | Mo ta | |---------------|-------|-------| | FGC (Founder Generated) | 25–30% | Founder/chuyen gia tu lam — trust cao nhat | | Brand Content | 30–35% | Noi dung thuong hieu chinh thuc | | UGC (User Generated) | 20–25% | Khach h