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• SKILL.md

SKILL.md (first lines)

# Content Creation — MMA Standards

## Brand Voice
Hero archetype: energetic, sharp, smart, clear, confident, generous.

### Writing Principles
- **Lead with insight, not introduction** — skip "In today's rapidly evolving landscape..."
- **Data-first claims** — back assertions with MMA research (CAP +160%, MMGF +50% ROAS, BaP 6x favorables, MOSTT 1% = +2.5% YoY revenue)
- **Active voice** throughout
- **Specific over vague** — "825+ members across 16 countries" not "a large global membership"
- **Short paragraphs** — 2-3 sentences max for digital content
- **Subheads every 2-3 paragraphs** for scannability

### Tone by Content Type

| Type | Tone | Length |
|------|------|--------|
| Blog post | Authoritative, energetic | 800-1200 words |
| Newsletter article | Concise, action-oriented | 300-500 words |
| Thought leadership | Analytical, provocative | 1000-2000 words |
| One-pager | Dense, data-driven | 1 page |
| Web copy | Clear, benefit-focused | Varies |
| Social teaser | Sharp, curiosity-driving | 1-3 sentences |
| Press release | Wire-ready, journalistic, factual | 400-550 words (body) |

## MMA Programs to Reference
When relevant, weave in MMA research and programs as evidence:
- **CAP:** +160% average lift vs BAU across 29 experiments, 18 brands
- **AURA:** +24% average lift, 90% showed incremental conversion improvement
- **MMGF:** +50% ROAS vs reach-based plans (Movable Middles)
- **BaP:** Brand favorables activate ~6x vs non-favorables
- **MOSTT:** 1% improvement in marketing capabilities fit = +2.5% YoY revenue growth
- **DAM:** 9,300+ registrations, 5,000+ attendees, 2,100+ certified
- **State of M&A:** Industry's longest-running measurement study (Wave 10 in 2026)

## Formatting
- Use Marketing + Media Alliance (MMA) on first reference
- Never "the MMA" — just "MMA"
- Spell out acronyms on first use: Consortium for AI Personalization (CAP)
- For Word docs: Aptos 12pt
- For presentations: Söhne Leicht body, Söhne Halbfett headers

## Process
1. Clarify content type, audience, key message, and distribution channel
2. Research topic using web search if needed
3. Create outline for approval
4. Draft full content
5. Self-audit against MMA brand checklist:
   - [ ] Leads with insight, not throat-clearing
   - [ ] Data points sourced from MMA research where applicable
   - [ ] Active voice throughout
   - [ ] MMA naming conventions followed
   - [ ] Appropriate length for content type
   - [ ] Clear CTA or next step

From mmaglobal/MAVEN, MIT.

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