---
name: 01-lich-noi-dung
description: Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
metadata:
  version: 2.1.0
  category: content
triggers:
  - "lich noi dung"
  - "len lich dang bai"
  - "ke hoach noi dung thang"
  - "content calendar"
  - "lich dang"
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
  - references/hook-formulas-vn
---

# 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?

---

## 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

> Ap dung tu `social-media-skills/content-matrix` (Justin Welsh method) — adapt cho 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
