01 lich noi dung skill

Lich Noi Dung

---

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?

---

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.

---

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

---

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 hang tu tao — social proof
EGC (Employee Generated)	10–15%	Nhan vien chia se — authentic

---

Content Matrix — Y tuong noi dung tu dong

Ma tran noi dung chuan hoa cho thi truong VN.

Ghep content pillar cua brand voi 8 dinh dang de tao 24–40 y tuong cung luc.

8 dinh dang content

#	Dinh dang	Mo ta	Vi du
1	Huong dan	Day 1 ky nang cu the, buoc-buoc	"3 buoc setup Pixel Meta dung chuan"
2	Truyen cam hung	Cau chuyen thanh cong, vuot kho	"Tu 0 follower den 50K trong 6 thang — chuyen that"
3	Phan tich	Giai thich tai sao, co che hoat dong	"Tai sao ads ban dat ma khong co don? Root cause analysis"
4	Nguoc doi	Thach thuc niem tin pho bien	"Chay ads nhieu hon KHONG phai la cach tang don"
5	Quan sat	Xu huong an, dieu it ai de y	"Dieu dang xay ra tren TikTok Shop ma it ai biet"
6	So sanh X vs Y	2 cong cu/cach tiep can/chien luoc	"Meta Ads vs TikTok Ads: nganh nao chon gi?"
7	Hien tai vs Tuong lai	Du bao, xu huong sap den	"Marketing 2025 vs 2026: 5 thay doi lon"
8	Danh sach	Tips, sai lam, bai hoc, cong cu	"7 sai lam chay ads pho bien nhat cua SME Viet"

Cach dung

1. Lay 3–5 content pillar cua brand (tu product-marketing-context hoac hoi user)
2. Tao bang: pillar (hang) x 8 dinh dang (cot) = 24–40 y tuong
3. Moi o ghi tieu de cu the — khong ghi chung chung ("Marketing" ❌, "3 cach giam CPMess duoi 25K" ✅)
4. Chon 15 y tuong tot nhat → dien vao lich noi dung tuan

Template content matrix

| Pillar \ Dinh dang | Huong dan | Truyen cam hung | Phan tich | Nguoc doi | Quan sat | X vs Y | Hien tai vs TL | Danh sach |
|---------------------|----------|-----------------|-----------|-----------|---------|--------|----------------|-----------|
| [Pillar 1] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 2] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 3] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |
| [Pillar 4] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] | [Y tuong] |

Tip: Chay content matrix 1 lan/thang → co san 32+ y tuong. Khong bao gio het chu de.

---

Content Repurposing Matrix

Quy tac 1:7 — moi noi dung goc tao ra it nhat 7 phien ban:

Bang repurposing

STT	Noi dung goc	Phien ban	Kenh muc tieu	Thoi luong / Do dai	Thoi gian san xuat
1	Video dai 3–5 phut	Nguyen ban	YouTube	3–5 phut	2–4h
2		Clip ngan #1 (hook)	TikTok	15–30s	15 phut
3		Clip ngan #2 (tip chinh)	Reels	15–30s	15 phut
4		Clip ngan #3 (ket qua)	TikTok	15–30s	15 phut
5		Carousel 5–7 slide	Facebook, Instagram	5–7 anh	30 phut
6		Bai blog SEO	Website	800–1500 tu	1–2h
7		Email newsletter	Email list	300–500 tu	30 phut
8		3 quote card	Story, Threads	1 anh/card	15 phut
9		Audio snippet	Zalo OA voice note	1–2 phut	10 phut

Quy trinh repurpose

Ngay 1: Quay/viet noi dung goc
Ngay 1: Cat clip ngan (3 clip, 45 phut)
Ngay 2: Lam carousel + quote card (45 phut)
Ngay 2: Viet blog tu noi dung goc (1–2h)
Ngay 3: Gui email newsletter (30 phut)
Ngay 3–7: Dang rai cac phien ban theo lich

---

Thoi gian dang toi uu — Vietnam

Gio vang theo kenh (UTC+7)

Kenh	Thu 2–6	Thu 7	Chu Nhat	Ghi chu
TikTok	6:30–8:00, 11:30–13:00, 19:00–21:30	9:00–11:00, 19:00–22:00	10:00–12:00, 19:00–22:00	Peak: 20:00–21:00
Facebook	7:00–8:30, 11:00–13:00, 19:00–21:00	8:00–10:00, 19:00–21:00	9:00–11:00, 19:00–21:00	Peak: 12:00, 20:00
Instagram	7:00–9:00, 12:00–14:00, 18:00–20:00	9:00–11:00, 18:00–20:00	10:00–12:00	Peak: 12:00–13:00
Zalo OA	8:00–9:00, 17:00–18:30	9:00–10:00	Khong gui	Gioi han 2–3 broadcast/tuan
Email	8:00–9:30, 14:00–15:00	Khong gui	Khong gui	Thu 3 + Thu 5 tot nhat
YouTube	17:00–20:00	14:00–17:00	14:00–17:00	Video dai — cuoi tuan tot hon
Blog/SEO	Bat ky	Bat ky	Bat ky	Dang 2–4 bai/tuan, Google index 1–3 ngay

Mua cao diem Vietnam

Thoi diem	Ghi chu	Dieu chinh
Tet Nguyen Dan (T1–T2)	CPM tang 30–50%, engagement tang	Tang content tru Tet, len lich truoc 2 tuan
8/3 + 20/10	Nganh Beauty, F&B tang manh	Chay chien dich truoc 1 tuan
Black Friday (T11)	E-commerce, courses	CPM tang 20–30%
Back to school (T8–T9)	Education, edtech	Content giao duc tang
He (T6–T8)	F&B, du lich, giai tri	Tang content giai tri, lifestyle

---

AI Content Scoring

Cham diem moi content truoc khi dang (thang diem 10):

Tieu chi	Trong so	Diem (1–10)	Diem x Trong so
Hook (3s dau co giu chan khong?)	25%	[diem]
Relevance (dung insight khach hang?)	20%	[diem]
Value (khach nhan duoc gi?)	20%	[diem]
CTA (ro rang, de hanh dong?)	15%	[diem]
Visual (chat luong hinh/video?)	10%	[diem]
Brand consistency (dung tone, mau sac?)	10%	[diem]
Tong	100%		[tong]/10

Nguong dang:

• 8–10: Dang ngay, co the boost paid
• 6–7.9: Dang duoc, can chinh sua nhe
• 4–5.9: Can viet lai hook hoac CTA
• <4: Khong dang, lam lai

---

Template lich noi dung tuan

Tuan [so] — [ngay bat dau] den [ngay ket thuc]

Ngay	Thu	Kenh	Gio dang	Dinh dang	Tang pheu	Pillar	Chu de	Hook / Headline	CTA	Source type	Nguoi TH	Trang thai
[ngay]	T2	TikTok	20:00	Video 30s	TOFU	Giao duc	[chu de]	[hook 3s]	[CTA]	FGC	[ten]	Draft / Done / Posted
[ngay]	T2	Facebook	12:00	Carousel	MOFU	Cam hung	[chu de]	[headline]	[CTA]	Brand	[ten]
[ngay]	T3	TikTok	12:00	Video 15s	TOFU	Giai tri	[chu de]	[hook]	[CTA]	EGC	[ten]
[ngay]	T3	Email	08:30	Newsletter	MOFU	Giao duc	[chu de]	[subject line]	[CTA]	Brand	[ten]
[ngay]	T4	TikTok	20:00	Video 30s	MOFU	Cam hung	[chu de]	[hook]	[CTA]	UGC	[ten]
[ngay]	T4	Facebook	20:00	Video 60s	BOFU	Ban hang	[chu de]	[headline]	[CTA]	Brand	[ten]
[ngay]	T5	TikTok	12:00	Video 15s	TOFU	Giao duc	[chu de]	[hook]	[CTA]	FGC	[ten]
[ngay]	T5	Email	08:30	Offer	BOFU	Ban hang	[chu de]	[subject line]	[CTA]	Brand	[ten]
[ngay]	T5	Zalo OA	17:00	Broadcast	Retention	Cong dong	[chu de]	[tieu de]	[CTA]	Brand	[ten]
[ngay]	T6	TikTok	20:00	Video 30s	TOFU	Giai tri	[chu de]	[hook]	[CTA]	EGC	[ten]
[ngay]	T6	Facebook	12:00	Bai viet	MOFU	Giao duc	[chu de]	[headline]	[CTA]	Brand	[ten]
[ngay]	T7	TikTok	20:00	Video 30s	MOFU	Cam hung	[chu de]	[hook]	[CTA]	UGC	[ten]
[ngay]	T7	Instagram	18:00	Reels	TOFU	Giai tri	[chu de]	[hook]	[CTA]	FGC	[ten]
[ngay]	CN	TikTok	20:00	Video 15s	TOFU	Giao duc	[chu de]	[hook]	[CTA]	FGC	[ten]
[ngay]	CN	Blog	--	Bai viet	MOFU	Giao duc	[chu de]	[tieu de SEO]	[CTA]	Brand	[ten]

Kiem tra balance tuan

Hang muc	Ke hoach	Thuc te	Dung ti le?
Pheu: TOFU	40% (6 bai)	[so]	Co / Khong
Pheu: MOFU	35% (5 bai)	[so]
Pheu: BOFU	15% (2 bai)	[so]
Pheu: Retention	10% (2 bai)	[so]
Pillar: Giao duc	30–35%	[so]
Pillar: Cam hung	20–25%	[so]
Pillar: Giai tri	20–25%	[so]
Pillar: Ban hang	10–15%	[so]
Pillar: Cong dong	5–10%	[so]
Source: FGC	25–30%	[so]
Source: Brand	30–35%	[so]
Source: UGC	20–25%	[so]
Source: EGC	10–15%	[so]

---

Tan suat dang khuyen nghi theo kenh

Kenh	Toi thieu	Khuyen nghi	Toi uu	Ghi chu
TikTok	3 video/tuan	5–7 video/tuan	1–2 video/ngay	Nhieu hon = nhieu data test
Facebook	3 post/tuan	4–5 post/tuan	1 post/ngay	Mix video + carousel + text
Instagram	3 post/tuan	4–5 post/tuan	1 post/ngay	Reels uu tien
Zalo OA	1 broadcast/tuan	2–3 broadcast/tuan	3 broadcast/tuan	Qua 3 → unfollow tang
Email	1 email/tuan	2 email/tuan	2 email/tuan	Qua nhieu → spam
YouTube	1 video/tuan	1–2 video/tuan	2 video/tuan	Chat luong > so luong
Blog/SEO	1 bai/tuan	2–4 bai/tuan	1 bai/ngay	SEO can thoi gian

---

Cross-reference

Khi can	Goi skill
Script cho video TikTok trong lich	04-script-video
Copy cho bai dang Facebook	05-copy-quang-cao
Brief cho UGC/EGC trong lich	06-brief-ugc-egc
Insight de chon chu de	09-insight-khach-hang
Ke hoach tong the (lich nam trong do)	00-ke-hoach-mkt

---

Checklist chat luong

Truoc khi giao lich noi dung, kiem tra:

• Du 15 bai/tuan tro len (hoac dung tan suat user yeu cau)
• Ti le pheu cong dung: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
• Content pillar balance — khong lech qua 10%
• Source type mix — co du FGC, Brand, UGC, EGC
• Moi bai co hook/headline cu the — khong de trong
• Moi bai co CTA ro rang
• Gio dang theo gio vang Vietnam (UTC+7)
• Khong dang 2 bai cung kenh cung gio
• Content repurposing — moi noi dung goc co it nhat 3 phien ban
• Zalo OA khong qua 3 broadcast/tuan
• Email khong qua 2 email/tuan (tru chuoi welcome)
• Co cot nguoi thuc hien va trang thai
• AI Content Score >= 6 cho moi bai