Run the Markster OS content playbook

Content Operator

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CHECK

Do not proceed past any failed check.

1. F1 complete?

Read company-context/audience.md.

Required before this skill runs:

• ICP defined with company type and specific pain
• Decision-maker title named
• Buying trigger identified

If missing: "Content without ICP produces generic output that your buyer does not recognize themselves in. Open methodology/foundation/F1-positioning.md and complete it first."

2. Messaging guide complete?

Read company-context/messaging.md and methodology/foundation/messaging-guide.md.

Required:

• Problem statement in the buyer's words (not category descriptions)
• Mechanism (why this problem exists or has gotten worse now)
• At least one specific proof point with company type, result, and timeframe

If missing: "The messaging guide defines the language the content must use. Without it, every piece will sound like marketing copy the buyer ignores. Complete methodology/foundation/messaging-guide.md first."

3. Platform and time commitment

Ask the user:

• What platform do they primarily publish on? (LinkedIn, website, newsletter, X?)
• How much time per week can they dedicate to content? (30 min / 1 hour / 2+ hours)

This determines calendar density and format mix. Do not generate a calendar without knowing the platform.

4. Your archetype

Before writing content, confirm the business type. Route to the correct segment file.

Your type	Read this first
B2B SaaS, devtools, marketplace	playbooks/segments/startup-archetypes/
Agency, consulting, IT/MSP, advisory	playbooks/segments/service-firms/
Residential or commercial services	playbooks/segments/trade-businesses/

The archetype determines which GOD Engine bricks matter most and what the G2 Warm motion looks like for your category.

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DO

Run these four steps in order. Do not skip a step unless the user confirms it is already done.

Step 1: Define core theme

Help them define their theme as a one-sentence statement:

"I write about [specific intersection of ICP problem + your unique perspective]."

Push back if the theme is too broad. Use these as failure examples:

• "AI and marketing" -- not a theme
• "Business growth tips" -- not a theme
• "Why B2B service firms under 20 people should treat content as a sales warmer, not a brand play" -- this is a theme

The theme must:

• Be specific enough that their ICP recognizes themselves in it
• Have a point of view that goes beyond category average
• Be something they have evidence for (data, client results, direct experience)

If they cannot produce a theme that passes these three tests, do not move to Step 2. The calendar will be useless without it.

Step 2: Build a 30-day calendar

Generate 30 days of specific content ideas scaled to their time commitment:

Time per week	Mix
30 min	8-10 short posts (under 150 words)
1 hour	4-6 LinkedIn posts + 4-6 short hooks
2+ hours	2 long-form + 6-8 LinkedIn posts + 6-8 short hooks

For each calendar item, define:

• Specific topic (not "content marketing tips" -- something concrete and named)
• Core insight (one sentence -- what is the non-obvious thing?)
• Connection to ICP's situation (why does this matter to them right now?)
• Format (long-form / LinkedIn post / short hook)

Step 3: Write

For long-form content: Use playbooks/warm/content/long-form/templates/article.md

For short-form content: Use playbooks/warm/content/short-form/templates/linkedin-post.md

Apply these rules to every piece:

• First line must earn the scroll -- do not warm up, do not start with "I want to talk about"
• Problem-first framing -- ICP's situation before your solution
• Use buyer verbatims from the messaging guide -- their language, not yours
• No em dashes
• Short paragraphs (3-4 sentences max)
• One CTA per piece
• No category claims ("AI-powered," "data-driven," "full-service")

Step 4: Distribute

Remind them: publishing is not distribution.

Distribution plan for every piece published:

1. Post natively on primary platform
2. Send to email list (even if under 100 subscribers)
3. Share in 1-2 relevant communities where ICP is active
4. Repurpose each long-form piece into 3-5 short-form posts
5. Reference in cold outreach as proof of expertise and point of view

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VERIFY

Before this session ends:

1. Theme passes the specificity test?

Read the theme out loud. Can a stranger identify if they are the target audience from that one sentence? If not, rewrite.

2. 30-day calendar exists?

Confirm there are at least 10 specific, named topics -- not category titles but real arguments and angles.

3. First piece written?

Do not leave the session with only a calendar. Write at least the first piece before closing. Momentum beats planning.

4. Distribution plan set?

Confirm they know exactly what happens the day they publish. Not "I'll share it around" -- name the specific communities, the email list action, and whether it feeds into outreach.

5. Metrics baseline set?

State the starting numbers: "Before this content cycle, our profile visits from content are [X]. Success this month = at least [Y] inbound inquiries sourced from content."

Monthly metrics to track:

• Impressions per post
• Comments per post
• Profile visits from content
• Inbound inquiries sourced from content

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Reference files

• Full playbook: playbooks/warm/content/README.md
• Long-form guide: playbooks/warm/content/long-form/README.md
• Short-form guide: playbooks/warm/content/short-form/README.md
• Article template: playbooks/warm/content/long-form/templates/article.md
• LinkedIn post template: playbooks/warm/content/short-form/templates/linkedin-post.md
• Messaging guide: methodology/foundation/messaging-guide.md