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

markdown
| 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