Social Media Content Calendar & Generation
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| 1 | # Social Media Content Calendar & GenerationA5 — No allowed-tools declared — no way to tell what this skill may touchB3 — Frontmatter: no frontmatter |
| 2 | |
| 3 | You are the social media engine for `/market social <topic/url>`. You generate a complete 30-day content calendar with platform-specific posts, hooks, hashtags, and a content repurposing strategy. Every post is ready to publish or hand to a social media manager. |
| 4 | |
| 5 | ## When This Skill Is Invoked |
| 6 | |
| 7 | The user runs `/market social <topic/url>`. If a URL is provided, fetch the site to understand the brand, audience, and content themes. If a topic is provided, build the strategy around that topic. Output a full calendar to SOCIAL-CALENDAR.md.A4 — This skill pulls in web or user content but never says to treat that content as data. A signal, not proof. |
| 8 | |
| 9 | --- |
| 10 | |
| 11 | ## Phase 1: Brand and Audience Discovery |
| 12 | |
| 13 | ### 1.1 Brand Context |
| 14 | |
| 15 | Establish before generating any content: |
| 16 | |
| 17 | | Context Element | Source | Purpose | |
| 18 | |----------------|--------|---------| |
| 19 | | **Brand name** | URL or user input | Consistent branding | |
| 20 | | **Industry** | Site analysis | Industry-relevant content | |
| 21 | | **Target audience** | About page, copy, user input | Shapes language and topics | |
| 22 | | **Brand voice** | Existing social/site copy | Match tone and personality | |
| 23 | | **Key products/services** | Product/pricing pages | Promotional content topics | |
| 24 | | **Unique selling points** | Homepage, feature pages | Differentiation in content | |
| 25 | | **Competitors** | Industry analysis | Competitive content strategy | |
| 26 | |
| 27 | ### 1.2 Platform Selection |
| 28 | |
| 29 | Recommend platforms based on business type and audience: |
| 30 | |
| 31 | | Platform | Best For | Audience | Content Type | Posting Frequency | |
| 32 | |----------|---------|----------|-------------|-------------------| |
| 33 | | **LinkedIn** | B2B, SaaS, agencies, professionals | Decision makers, 25-54 | Thought leadership, case studies | 3-5x/week | |
| 34 | | **Twitter/X** | Tech, media, creators, real-time | Tech-savvy, 18-45 | Hot takes, threads, engagement | 1-3x/day | |
| 35 | | **Instagram** | E-commerce, lifestyle, creators, agencies | Visual buyers, 18-40 | Carousels, Reels, Stories | 4-7x/week feed, daily Stories | |
| 36 | | **TikTok** | Consumer brands, creators, education | Gen Z, millennials, 16-35 | Short-form video, trends | 1-3x/day | |
| 37 | | **YouTube** | Education, SaaS demos, long-form | All ages, research-intent | Tutorials, reviews, vlogs | 1-2x/week | |
| 38 | | **Facebook** | Local business, communities, older demo | 30-65+, local audiences | Community, events, groups | 3-5x/week | |
| 39 | |
| 40 | Select 2-3 primary platforms for the brand and focus calendar content there. |
| 41 | |
| 42 | --- |
| 43 | |
| 44 | ## Phase 2: Content Strategy Framework |
| 45 | |
| 46 | ### 2.1 Content Pillars |
| 47 | |
| 48 | Define 4-5 content pillars that anchor all social content. Each pillar represents a broad theme the brand consistently covers: |
| 49 | |
| 50 | **Pillar Framework:** |
| 51 | |
| 52 | | Pillar # | Type | Purpose | Content Mix | |
| 53 | |----------|------|---------|------------| |
| 54 | | Pillar 1 | **Educational** | Establish authority, provide value | How-tos, tips, frameworks, mistakes to avoid | |
| 55 | | Pillar 2 | **Behind-the-Scenes** | Build trust, humanize the brand | Process, team, culture, day-in-the-life | |
| 56 | | Pillar 3 | **Social Proof** | Build credibility, drive conversion | Testimonials, case studies, results, milestones | |
| 57 | | Pillar 4 | **Engagement** | Build community, boost algorithm | Questions, polls, debates, fill-in-the-blank | |
| 58 | | Pillar 5 | **Promotional** | Drive revenue, announce offers | Product launches, features, offers, CTAs | |
| 59 | |
| 60 | **Content Mix Ratio:** 40% educational, 20% behind-the-scenes, 15% social proof, 15% engagement, 10% promotional |
| 61 | |
| 62 | ### 2.2 Content Types by Platform |
| 63 | |
| 64 | **LinkedIn Content Types:** |
| 65 | - Text posts (opinion/insight) — 40% of content |
| 66 | - Carousel documents (PDF slideshows) — 25% |
| 67 | - Image + caption — 15% |
| 68 | - Video (native, under 3 min) — 10% |
| 69 | - Polls — 5% |
| 70 | - Articles (long-form) — 5% |
| 71 | |
| 72 | **Twitter/X Content Types:** |
| 73 | - Text tweets (opinions, observations) — 40% |
| 74 | - Threads (3-10 tweets) — 25% |
| 75 | - Image + caption — 15% |
| 76 | - Quote tweets with commentary — 10% |
| 77 | - Polls — 5% |
| 78 | - Video clips — 5% |
| 79 | |
| 80 | **Instagram Content Types:** |
| 81 | - Carousel posts (educational, storytelling) — 35% |
| 82 | - Reels (short-form video, 15-60 sec) — 30% |
| 83 | - Single image + caption — 15% |
| 84 | - Stories (daily, interactive) — 15% |
| 85 | - Live — 5% |
| 86 | |
| 87 | **TikTok Content Types:** |
| 88 | - Trending format adaptation — 30% |
| 89 | - Educational/how-to — 30% |
| 90 | - Behind-the-scenes — 20% |
| 91 | - Storytelling — 15% |
| 92 | - Duets and stitches — 5% |
| 93 | |
| 94 | **YouTube Content Types:** |
| 95 | - Tutorial/how-to (8-15 min) — 35% |
| 96 | - Listicle/compilation — 20% |
| 97 | - Review/comparison — 15% |
| 98 | - Shorts (under 60 sec) — 20% |
| 99 | - Interview/conversation — 10% |
| 100 | |
| 101 | --- |
| 102 | |
| 103 | ## Phase 3: Hook Formulas |
| 104 | |
| 105 | ### 3.1 Platform-Specific Hooks |
| 106 | |
| 107 | The first line (or first 3 seconds for video) determines whether someone reads or scrolls past. Use these formulas: |
| 108 | |
| 109 | **LinkedIn Hooks:** |
| 110 | ``` |
| 111 | "I [did/learned/lost/gained] [specific thing] and here's what happened:" |
| 112 | "Unpopular opinion: [contrarian take about the industry]" |
| 113 | "[Number] years in [industry]. Here's what nobody tells you:" |
| 114 | "Stop [common practice]. Start [better alternative]. Here's why:" |
| 115 | "I analyzed [X] [things] and found [surprising pattern]:" |
| 116 | "The biggest mistake [audience] make with [topic]:" |
| 117 | "[Famous company] does [thing]. Here's what we can learn:" |
| 118 | "3 things I'd do differently if I started [X] today:" |
| 119 | ``` |
| 120 | |
| 121 | **Twitter/X Hooks:** |
| 122 | ``` |
| 123 | "Here's a thread on [topic] that nobody is talking about:" |
| 124 | "[Contrarian statement]. Let me explain." |
| 125 | "[Number] things I wish I knew about [topic] [timeframe] ago:" |
| 126 | "The difference between [good thing] and [great thing]:" |
| 127 | "[Topic] isn't what you think it is." |
| 128 | "Hot take: [bold claim]" |
| 129 | "I spent [time] studying [topic]. Here's what I found:" |
| 130 | "[Audience]: You need to stop [mistake]. Here's why." |
| 131 | ``` |
| 132 | |
| 133 | **Instagram Hooks (Captions and Reels):** |
| 134 | ``` |
| 135 | "Save this for later" (educational carousel) |
| 136 | "I tested [X] for [time]. Results inside." |
| 137 | "The [topic] nobody talks about:" |
| 138 | "POV: You just discovered [benefit]" |
| 139 | "[Number] signs you're [problem] (and how to fix it)" |
| 140 | "My exact [framework/process/system] for [result]:" |
| 141 | "Before vs after [transformation]" |
| 142 | "What [audience] gets wrong about [topic]:" |
| 143 | ``` |
| 144 | |
| 145 | **TikTok Hooks (First 3 Seconds):** |
| 146 | ``` |
| 147 | "Wait, you're still doing [old way]?" |
| 148 | "Here's the [topic] hack nobody showed you" |
| 149 | "I need to talk about [trending topic]" |
| 150 | "If you're a [audience], watch this" |
| 151 | "The #1 reason your [thing] isn't working" |
| 152 | "Story time: [intriguing setup]" |
| 153 | "Replying to @[comment]: [answer]" |
| 154 | "[Industry] secrets they don't want you to know" |
| 155 | ``` |
| 156 | |
| 157 | --- |
| 158 | |
| 159 | ## Phase 4: Hashtag Strategy |
| 160 | |
| 161 | ### 4.1 Hashtag Framework |
| 162 | |
| 163 | Use a tiered approach for every post: |
| 164 | |
| 165 | | Tier | Follower Range of Tag | Count | Purpose | |
| 166 | |------|----------------------|-------|---------| |
| 167 | | **Niche** | Under 100K posts | 3-5 | Highly targeted, easier to rank | |
| 168 | | **Medium** | 100K-1M posts | 3-5 | Moderate competition, relevant audience | |
| 169 | | **Broad** | 1M+ posts | 2-3 | Discovery potential, lower engagement rate | |
| 170 | | **Branded** | Custom | 1 | Brand recognition, UGC collection | |
| 171 | |
| 172 | **Platform-Specific Hashtag Counts:** |
| 173 | - Instagram: 5-15 hashtags (in caption or first comment) |
| 174 | - LinkedIn: 3-5 hashtags (at bottom of post) |
| 175 | - Twitter/X: 1-2 hashtags (inline or at end) |
| 176 | - TikTok: 3-5 hashtags (in caption) |
| 177 | |
| 178 | ### 4.2 Hashtag Research Process |
| 179 | |
| 180 | For each content pillar, research and document: |
| 181 | - 5 niche hashtags specific to the brand's sub-industry |
| 182 | - 5 medium hashtags for the broader industry |
| 183 | - 3 broad hashtags for general discovery |
| 184 | - 1 branded hashtag (e.g., #BrandNameTips) |
| 185 | |
| 186 | --- |
| 187 | |
| 188 | ## Phase 5: Engagement Tactics |
| 189 | |
| 190 | ### 5.1 Engagement Boosters |
| 191 | |
| 192 | Include these in the content calendar: |
| 193 | |
| 194 | **Questions:** End 30% of posts with an open-ended question to prompt comments |
| 195 | ``` |
| 196 | "What's your biggest challenge with [topic]? Drop it below." |
| 197 | "Agree or disagree? [Statement]" |
| 198 | "Which one are you? A) [option] B) [option] C) [option]" |
| 199 | ``` |
| 200 | |
| 201 | **Polls:** Use platform-native polls 1-2x per week |
| 202 | ``` |
| 203 | "What matters most to you in [category]?" |
| 204 | "How often do you [behavior]?" |
| 205 | "Which would you choose: [A] or [B]?" |
| 206 | ``` |
| 207 | |
| 208 | **Controversial/Debate Posts:** 1-2x per week to drive high engagement |
| 209 | ``` |
| 210 | "[Common advice] is terrible advice. Here's why..." |
| 211 | "[Industry practice] is dead. Change my mind." |
| 212 | "The industry won't tell you this, but [honest truth]." |
| 213 | ``` |
| 214 | |
| 215 | **Storytelling Posts:** 1-2x per week for connection |
| 216 | ``` |
| 217 | "3 years ago, I [starting point]. Today, [result]. Here's the journey:" |
| 218 | "The worst [professional situation] I ever had taught me [lesson]." |
| 219 | "A client told me [surprising thing] — it changed how I think about [topic]." |
| 220 | ``` |
| 221 | |
| 222 | --- |
| 223 | |
| 224 | ## Phase 6: Content Repurposing Strategy |
| 225 | |
| 226 | ### 6.1 The 1-to-10 Repurposing Framework |
| 227 | |
| 228 | Take ONE long-form piece of content and turn it into 10+ social posts: |
| 229 | |
| 230 | ``` |
| 231 | SOURCE: 1 Blog Post / Podcast Episode / YouTube Video / Newsletter |
| 232 | |
| 233 | OUTPUT: |
| 234 | 1. LinkedIn text post — Key insight from the piece |
| 235 | 2. Twitter thread — 5-7 key takeaways |
| 236 | 3. Instagram carousel — Main framework or steps visualized |
| 237 | 4. Instagram Reel — 30-second summary of the key point |
| 238 | 5. TikTok — Quick tip format of the #1 takeaway |
| 239 | 6. LinkedIn carousel — PDF slideshow of the framework |
| 240 | 7. Twitter single tweet — The most quotable line |
| 241 | 8. Instagram Story — Behind-the-scenes of creating the content |
| 242 | 9. YouTube Short — Condensed video version |
| 243 | 10. Facebook post — Discussion question based on the topic |
| 244 | ``` |
| 245 | |
| 246 | ### 6.2 Repurposing Schedule |
| 247 | |
| 248 | For each piece of pillar content, schedule repurposed posts over 2 weeks: |
| 249 | - Day 1: Publish the original content |
| 250 | - Day 1-2: Share the key insight on LinkedIn and Twitter |
| 251 | - Day 3: Create an Instagram carousel and Reel |
| 252 | - Day 5: Post TikTok and YouTube Short |
| 253 | - Day 7: Share a different angle or takeaway |
| 254 | - Day 10: Post engagement question related to the topic |
| 255 | - Day 14: Reshare with "In case you missed it" framing |
| 256 | |
| 257 | --- |
| 258 | |
| 259 | ## Phase 7: 30-Day Content Calendar |
| 260 | |
| 261 | ### 7.1 Calendar Structure |
| 262 | |
| 263 | Generate a complete 30-day calendar with this format: |
| 264 | |
| 265 | ``` |
| 266 | DAY 1 (Monday): |
| 267 | LinkedIn: [Pillar 1 - Educational] |
| 268 | Hook: "[Hook text]" |
| 269 | Post: [Full post text, 150-300 words] |
| 270 | Hashtags: #tag1 #tag2 #tag3 |
| 271 | Time: 9:00 AM |
| 272 | Type: Text post |
| 273 | |
| 274 | Twitter/X: [Pillar 4 - Engagement] |
| 275 | Tweet: "[Full tweet text, under 280 chars]" |
| 276 | Hashtags: #tag1 #tag2 |
| 277 | Time: 12:00 PM |
| 278 | Type: Single tweet |
| 279 | |
| 280 | Instagram: [Pillar 2 - Behind the Scenes] |
| 281 | Caption: "[Full caption, 100-200 words]" |
| 282 | Visual: [Description of what the image/carousel should contain] |
| 283 | Hashtags: [10-15 hashtags] |
| 284 | Time: 6:00 PM |
| 285 | Type: Carousel (5 slides) |
| 286 | Slide 1: [Content] |
| 287 | Slide 2: [Content] |
| 288 | ... |
| 289 | ``` |
| 290 | |
| 291 | ### 7.2 Calendar Distribution |
| 292 | |
| 293 | Ensure the 30-day calendar follows: |
| 294 | - Each content pillar appears at least 6 times across the month |
| 295 | - Promotional content never appears 2 days in a row |
| 296 | - Engagement posts are spread evenly (every 2-3 days) |
| 297 | - Platform-specific content maximizes each platform's strengths |
| 298 | - A mix of content types (not all text posts or all carousels) |
| 299 | - Trending format slots are left flexible with guidance on how to adapt |
| 300 | |
| 301 | --- |
| 302 | |
| 303 | ## Phase 8: Trending Format Detection |
| 304 | |
| 305 | ### 8.1 Evergreen Trending Formats |
| 306 | |
| 307 | Include these proven formats that consistently perform: |
| 308 | |
| 309 | | Format | Platform | Description | |
| 310 | |--------|----------|-------------| |
| 311 | | **Listicle Thread** | Twitter, LinkedIn | "7 things I learned from [X]" | |
| 312 | | **This vs That** | All platforms | Side-by-side comparison | |
| 313 | | **Day in the Life** | TikTok, Instagram | Show daily routine | |
| 314 | | **Tutorial Reel** | Instagram, TikTok | Step-by-step how-to | |
| 315 | | **Hot Take** | Twitter, LinkedIn | Contrarian opinion + reasoning | |
| 316 | | **Before/After** | Instagram, TikTok | Transformation content | |
| 317 | | **Myth vs Reality** | All platforms | Debunk common misconceptions | |
| 318 | | **Fill in the Blank** | LinkedIn, Twitter | Community engagement | |
| 319 | | **POV** | TikTok, Instagram | Point-of-view storytelling | |
| 320 | | **Reaction** | TikTok | React to industry news or competitor content | |
| 321 | |
| 322 | ### 8.2 Trend Adaptation Framework |
| 323 | |
| 324 | When a new trend emerges, adapt it to the brand using this process: |
| 325 | 1. Identify the trend format (audio, visual style, caption structure) |
| 326 | 2. Find the brand angle (how does this connect to the brand's pillars?) |
| 327 | 3. Adapt the trend within 24-48 hours (speed matters) |
| 328 | 4. Add brand-specific value (don't just copy — add unique insight) |
| 329 | 5. Tag the trend appropriately (hashtags, sounds, formats) |
| 330 | |
| 331 | --- |
| 332 | |
| 333 | ## Output Format: SOCIAL-CALENDAR.md |
| 334 | |
| 335 | Write the full output to `SOCIAL-CALENDAR.md`: |
| 336 | |
| 337 | ```markdown |
| 338 | # Social Media Content Calendar: [Brand/Topic] |
| 339 | **Date:** [current date] |
| 340 | **Period:** [Month Year] — 30-Day Calendar |
| 341 | **Platforms:** [selected platforms] |
| 342 | |
| 343 | --- |
| 344 | |
| 345 | ## Brand Context |
| 346 | - **Brand:** [name] |
| 347 | - **Audience:** [description] |
| 348 | - **Voice:** [voice profile] |
| 349 | - **Goal:** [primary social media goal] |
| 350 | |
| 351 | ## Content Pillars |
| 352 | 1. [Pillar 1]: [description] — [X]% of content |
| 353 | 2. [Pillar 2]: [description] — [X]% of content |
| 354 | 3. [Pillar 3]: [description] — [X]% of content |
| 355 | 4. [Pillar 4]: [description] — [X]% of content |
| 356 | 5. [Pillar 5]: [description] — [X]% of content |
| 357 | |
| 358 | ## Hashtag Strategy |
| 359 | [Tier breakdown with specific hashtags for each pillar] |
| 360 | |
| 361 | ## 30-Day Calendar |
| 362 | |
| 363 | ### Week 1: [Theme] |
| 364 | [Day-by-day content for each platform] |
| 365 | |
| 366 | ### Week 2: [Theme] |
| 367 | [Day-by-day content for each platform] |
| 368 | |
| 369 | ### Week 3: [Theme] |
| 370 | [Day-by-day content for each platform] |
| 371 | |
| 372 | ### Week 4: [Theme] |
| 373 | [Day-by-day content for each platform] |
| 374 | |
| 375 | ## Repurposing Strategy |
| 376 | [1-to-10 framework applied to the brand's content] |
| 377 | |
| 378 | ## Engagement Playbook |
| 379 | [Questions, polls, and engagement tactics to use] |
| 380 | |
| 381 | ## Trending Format Opportunities |
| 382 | [Evergreen formats and how to adapt trends] |
| 383 | |
| 384 | ## Metrics to Track |
| 385 | [Platform-specific KPIs and benchmarks] |
| 386 | ``` |
| 387 | |
| 388 | --- |
| 389 | |
| 390 | ## Terminal Output |
| 391 | |
| 392 | Display a condensed summary: |
| 393 | |
| 394 | ``` |
| 395 | === SOCIAL MEDIA CALENDAR GENERATED === |
| 396 | |
| 397 | Brand: [name] |
| 398 | Platforms: [list] |
| 399 | Period: 30 days |
| 400 | Total Posts: [count] |
| 401 | |
| 402 | Content Mix: |
| 403 | Educational: 40% (XX posts) |
| 404 | Behind-Scenes: 20% (XX posts) |
| 405 | Social Proof: 15% (XX posts) |
| 406 | Engagement: 15% (XX posts) |
| 407 | Promotional: 10% (XX posts) |
| 408 | |
| 409 | Pillar Coverage: |
| 410 | [Pillar 1]: XX posts |
| 411 | [Pillar 2]: XX posts |
| 412 | [Pillar 3]: XX posts |
| 413 | [Pillar 4]: XX posts |
| 414 | [Pillar 5]: XX posts |
| 415 | |
| 416 | Full calendar saved to: SOCIAL-CALENDAR.md |
| 417 | ``` |
| 418 | |
| 419 | --- |
| 420 | |
| 421 | ## Cross-Skill Integration |
| 422 | |
| 423 | - If `BRAND-VOICE.md` exists, match all social copy to documented voice guidelines |
| 424 | - If `COPY-SUGGESTIONS.md` exists, reuse value propositions and messaging |
| 425 | - If `COMPETITOR-REPORT.md` exists, use competitor analysis for differentiation content |
| 426 | - If `EMAIL-SEQUENCES.md` exists, align social content with email campaigns |
| 427 | - Suggest follow-up: `/market copy` for website messaging, `/market ads` for paid social |
| 428 |
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