13 skills.
Use when asked to build a brand style guide — a reference document defining how a brand looks and sounds across every touchpoint, covering visual identity, voice and tone, and usage rules — distinct from [[branding]], the broader strategic work of defining what the brand actually is, which the style guide codifies into something teams can apply day to day.
Use when asked to build a competitor analysis — a structured, side-by-side comparison of a company or product against named competitors on the dimensions buyers actually care about — distinct from a [[five-forces-analysis]] (industry-wide competitive forces) and a [[swot-analysis]] (one company's own strengths, weaknesses, opportunities, and threats), neither of which names specific alternatives and compares against them directly.
Use when asked to build or maintain a content calendar — a scheduled plan of what content gets published on which channel and when, with an owner and status per item — distinct from a [[press-release]] or any single piece of content, which is one entry that might sit on the calendar rather than the schedule itself.
Use when asked to build a customer journey map — a visual map of the stages a customer goes through with a product or service, from awareness to advocacy, including their thoughts, feelings, and friction at each stage — distinct from a [[customer-persona]], which describes who the customer is rather than what they actually go through.
Use when asked to build a customer persona — a composite profile of a customer segment, covering goals, pain points, and behavior, used to guide product and marketing decisions — distinct from a [[customer-journey-map]], which maps what that customer actually goes through rather than who they are.
Use when asked to write a press release — a formal announcement of company news (a launch, funding round, partnership, or milestone) written for media pickup — distinct from [[release-notes]] or a [[changelog]], which announce product changes to existing users rather than pitch a story to journalists.
Use when asked to write a Bluesky post (≤300 characters) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-facebook]], [[share-on-instagram]], [[share-on-linkedin]], [[share-on-mastodon]], and [[share-on-threads]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write a Facebook post (personal profile or Group, effectively unlimited length but written short) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-bluesky]], [[share-on-instagram]], [[share-on-linkedin]], [[share-on-mastodon]], and [[share-on-threads]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write an Instagram caption (≤2200 characters) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-bluesky]], [[share-on-facebook]], [[share-on-linkedin]], [[share-on-mastodon]], and [[share-on-threads]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write a LinkedIn post (≤3000 characters) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-linkedin-projects]] (a static profile entry, not a feed post) and [[share-on-bluesky]], [[share-on-facebook]], [[share-on-instagram]], [[share-on-mastodon]], and [[share-on-threads]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write a LinkedIn profile Projects section entry (title + description, ) showcasing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-linkedin]] (a feed post: algorithmically ranked, time-bound, reached mainly by followers and their networks) and [[share-on-bluesky]], [[share-on-facebook]], [[share-on-instagram]], [[share-on-mastodon]], and [[share-on-threads]] (feed posts on other platforms), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write a Mastodon post (≤500 characters, the common instance default) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-bluesky]], [[share-on-facebook]], [[share-on-instagram]], [[share-on-linkedin]], and [[share-on-threads]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).
Use when asked to write a Threads post (≤500 characters) announcing a personal project to busy professionals — generating interest, asking for help/advice, and inviting shares in a humble, personal voice — as distinct from [[share-on-bluesky]], [[share-on-facebook]], [[share-on-instagram]], [[share-on-linkedin]], and [[share-on-mastodon]] (same announcement, different platform conventions), or [[press-release]] and [[copywriting]] (formal/persuasive registers this deliberately avoids).