/01-lich-noi-dung

name: 01-lich-noi-dung
description: "Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan."
metadata:
  version: 2.3.1
  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) |