social-media

Skill consolidé (fusion de : content-strategy, social-content). Le contenu détaillé de chaque sous-domaine est inliné ci-dessous et conservé aussi dans references/<nom>/.

content-strategy

Content Strategy

You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.

Before Planning

Check for product marketing context first: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Business Context

• What does the company do?
• Who is the ideal customer?
• What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
• What problems does your product solve?

2. Customer Research

• What questions do customers ask before buying?
• What objections come up in sales calls?
• What topics appear repeatedly in support tickets?
• What language do customers use to describe their problems?

3. Current State

• Do you have existing content? What's working?
• What resources do you have? (writers, budget, time)
• What content formats can you produce? (written, video, audio)

4. Competitive Landscape

• Who are your main competitors?
• What content gaps exist in your market?

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Searchable vs Shareable

Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.

Searchable content captures existing demand. Optimized for people actively looking for answers.

Shareable content creates demand. Spreads ideas and gets people talking.

When Writing Searchable Content

• Target a specific keyword or question
• Match search intent exactly—answer what the searcher wants
• Use clear titles that match search queries
• Structure with headings that mirror search patterns
• Place keywords in title, headings, first paragraph, URL
• Provide comprehensive coverage (don't leave questions unanswered)
• Include data, examples, and links to authoritative sources
• Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web

When Writing Shareable Content

• Lead with a novel insight, original data, or counterintuitive take
• Challenge conventional wisdom with well-reasoned arguments
• Tell stories that make people feel something
• Create content people want to share to look smart or help others
• Connect to current trends or emerging problems
• Share vulnerable, honest experiences others can learn from

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Content Types

Searchable Content Types

Use-Case Content Formula: [persona] + [use-case]. Targets long-tail keywords.

• "Project management for designers"
• "Task tracking for developers"
• "Client collaboration for freelancers"

Hub and Spoke Hub = comprehensive overview. Spokes = related subtopics.

/topic (hub)
├── /topic/subtopic-1 (spoke)
├── /topic/subtopic-2 (spoke)
└── /topic/subtopic-3 (spoke)

Create hub first, then build spokes. Interlink strategically.

Note: Most content works fine under /blog. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's /agile guide). For typical blog posts, /blog/post-title is sufficient.

Template Libraries High-intent keywords + product adoption.

• Target searches like "marketing plan template"
• Provide immediate standalone value
• Show how product enhances the template

Shareable Content Types

Thought Leadership

• Articulate concepts everyone feels but hasn't named
• Challenge conventional wisdom with evidence
• Share vulnerable, honest experiences

Data-Driven Content

• Product data analysis (anonymized insights)
• Public data analysis (uncover patterns)
• Original research (run experiments, share results)

Expert Roundups 15-30 experts answering one specific question. Built-in distribution.

Case Studies Structure: Challenge → Solution → Results → Key learnings

Meta Content Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."

For programmatic content at scale, see programmatic-seo skill.

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Content Pillars and Topic Clusters

Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.

Most of the time, all content can live under /blog with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like /guides/topic) are only needed when you're building comprehensive resources with multiple layers of depth.

How to Identify Pillars

1. Product-led: What problems does your product solve?
2. Audience-led: What does your ICP need to learn?
3. Search-led: What topics have volume in your space?
4. Competitor-led: What are competitors ranking for?

Pillar Structure

Pillar Topic (Hub)
├── Subtopic Cluster 1
│   ├── Article A
│   ├── Article B
│   └── Article C
├── Subtopic Cluster 2
│   ├── Article D
│   ├── Article E
│   └── Article F
└── Subtopic Cluster 3
    ├── Article G
    ├── Article H
    └── Article I

Pillar Criteria

Good pillars should:

• Align with your product/service
• Match what your audience cares about
• Have search volume and/or social interest
• Be broad enough for many subtopics

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Keyword Research by Buyer Stage

Map topics to the buyer's journey using proven keyword modifiers:

Awareness Stage

Modifiers: "what is," "how to," "guide to," "introduction to"

Example: If customers ask about project management basics:

• "What is Agile Project Management"
• "Guide to Sprint Planning"
• "How to Run a Standup Meeting"

Consideration Stage

Modifiers: "best," "top," "vs," "alternatives," "comparison"

Example: If customers evaluate multiple tools:

• "Best Project Management Tools for Remote Teams"
• "Asana vs Trello vs Monday"
• "Basecamp Alternatives"

Decision Stage

Modifiers: "pricing," "reviews," "demo," "trial," "buy"

Example: If pricing comes up in sales calls:

• "Project Management Tool Pricing Comparison"
• "How to Choose the Right Plan"
• "[Product] Reviews"

Implementation Stage

Modifiers: "templates," "examples," "tutorial," "how to use," "setup"

Example: If support tickets show implementation struggles:

• "Project Template Library"
• "Step-by-Step Setup Tutorial"
• "How to Use [Feature]"

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Content Ideation Sources

1. Keyword Data

If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for:

• Topic clusters (group related keywords)
• Buyer stage (awareness/consideration/decision/implementation)
• Search intent (informational, commercial, transactional)
• Quick wins (low competition + decent volume + high relevance)
• Content gaps (keywords competitors rank for that you don't)

Output as prioritized table: | Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority |

2. Call Transcripts

If user provides sales or customer call transcripts, extract:

• Questions asked → FAQ content or blog posts
• Pain points → problems in their own words
• Objections → content to address proactively
• Language patterns → exact phrases to use (voice of customer)
• Competitor mentions → what they compared you to

Output content ideas with supporting quotes.

3. Survey Responses

If user provides survey data, mine for:

• Open-ended responses (topics and language)
• Common themes (30%+ mention = high priority)
• Resource requests (what they wish existed)
• Content preferences (formats they want)

4. Forum Research

Use web search to find content ideas:

Reddit: site:reddit.com [topic]

• Top posts in relevant subreddits
• Questions and frustrations in comments
• Upvoted answers (validates what resonates)

Quora: site:quora.com [topic]

• Most-followed questions
• Highly upvoted answers

Other: Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord

Extract: FAQs, misconceptions, debates, problems being solved, terminology used.

5. Competitor Analysis

Use web search to analyze competitor content:

Find their content: site:competitor.com/blog

Analyze:

• Top-performing posts (comments, shares)
• Topics covered repeatedly
• Gaps they haven't covered
• Case studies (customer problems, use cases, results)
• Content structure (pillars, categories, formats)

Identify opportunities:

• Topics you can cover better
• Angles they're missing
• Outdated content to improve on

6. Sales and Support Input

Extract from customer-facing teams:

• Common objections
• Repeated questions
• Support ticket patterns
• Success stories
• Feature requests and underlying problems

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Prioritizing Content Ideas

Score each idea on four factors:

1. Customer Impact (40%)

• How frequently did this topic come up in research?
• What percentage of customers face this challenge?
• How emotionally charged was this pain point?
• What's the potential LTV of customers with this need?

2. Content-Market Fit (30%)

• Does this align with problems your product solves?
• Can you offer unique insights from customer research?
• Do you have customer stories to support this?
• Will this naturally lead to product interest?

3. Search Potential (20%)

• What's the monthly search volume?
• How competitive is this topic?
• Are there related long-tail opportunities?
• Is search interest growing or declining?

4. Resource Requirements (10%)

• Do you have expertise to create authoritative content?
• What additional research is needed?
• What assets (graphics, data, examples) will you need?

Scoring Template

Idea	Customer Impact (40%)	Content-Market Fit (30%)	Search Potential (20%)	Resources (10%)	Total
Topic A	8	9	7	6	8.0
Topic B	6	7	9	8	7.1

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Output Format

When creating a content strategy, provide:

1. Content Pillars

• 3-5 pillars with rationale
• Subtopic clusters for each pillar
• How pillars connect to product

2. Priority Topics

For each recommended piece:

• Topic/title
• Searchable, shareable, or both
• Content type (use-case, hub/spoke, thought leadership, etc.)
• Target keyword and buyer stage
• Why this topic (customer research backing)

3. Topic Cluster Map

Visual or structured representation of how content interconnects.

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Task-Specific Questions

1. What patterns emerge from your last 10 customer conversations?
2. What questions keep coming up in sales calls?
3. Where are competitors' content efforts falling short?
4. What unique insights from customer research aren't being shared elsewhere?
5. Which existing content drives the most conversions, and why?

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References

• Headless CMS Guide: CMS selection, content modeling for marketing, editorial workflows, platform comparison (Sanity, Contentful, Strapi)

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Related Skills

• copywriting: For writing individual content pieces
• seo-audit: For technical SEO and on-page optimization
• ai-seo: For optimizing content for AI search engines and getting cited by LLMs
• programmatic-seo: For scaled content generation
• site-architecture: For page hierarchy, navigation design, and URL structure
• email-sequence: For email-based content
• social-content: For social media content

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social-content

Social Content

You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.

Before Creating Content

Check for product marketing context first: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Goals

• What's the primary objective? (Brand awareness, leads, traffic, community)
• What action do you want people to take?
• Are you building personal brand, company brand, or both?

2. Audience

• Who are you trying to reach?
• What platforms are they most active on?
• What content do they engage with?

3. Brand Voice

• What's your tone? (Professional, casual, witty, authoritative)
• Any topics to avoid?
• Any specific terminology or style guidelines?

4. Resources

• How much time can you dedicate to social?
• Do you have existing content to repurpose?
• Can you create video content?

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Platform Quick Reference

Platform	Best For	Frequency	Key Format
LinkedIn	B2B, thought leadership	3-5x/week	Carousels, stories
Twitter/X	Tech, real-time, community	3-10x/day	Threads, hot takes
Instagram	Visual brands, lifestyle	1-2 posts + Stories daily	Reels, carousels
TikTok	Brand awareness, younger audiences	1-4x/day	Short-form video
Facebook	Communities, local businesses	1-2x/day	Groups, native video

For detailed platform strategies: See references/platforms.md

For hashtag limits and character counts: See references/platform-limits.md

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Content Pillars Framework

Build your content around 3-5 pillars that align with your expertise and audience interests.

Example for a SaaS Founder

Pillar	% of Content	Topics
Industry insights	30%	Trends, data, predictions
Behind-the-scenes	25%	Building the company, lessons learned
Educational	25%	How-tos, frameworks, tips
Personal	15%	Stories, values, hot takes
Promotional	5%	Product updates, offers

Pillar Development Questions

For each pillar, ask:

1. What unique perspective do you have?
2. What questions does your audience ask?
3. What content has performed well before?
4. What can you create consistently?
5. What aligns with business goals?

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Hook Formulas

The first line determines whether anyone reads the rest.

Curiosity Hooks

• "I was wrong about [common belief]."
• "The real reason [outcome] happens isn't what you think."
• "[Impressive result] — and it only took [surprisingly short time]."

Story Hooks

• "Last week, [unexpected thing] happened."
• "I almost [big mistake/failure]."
• "3 years ago, I [past state]. Today, [current state]."

Value Hooks

• "How to [desirable outcome] (without [common pain]):"
• "[Number] [things] that [outcome]:"
• "Stop [common mistake]. Do this instead:"

Contrarian Hooks

• "Unpopular opinion: [bold statement]"
• "[Common advice] is wrong. Here's why:"
• "I stopped [common practice] and [positive result]."

For post templates and more hooks: See references/post-templates.md

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Content Repurposing System

Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.

Blog Post → Social Content

Platform	Format
LinkedIn	Key insight + link in comments
LinkedIn	Carousel of main points
Twitter/X	Thread of key takeaways
Instagram	Carousel with visuals
Instagram	Reel summarizing the post

Podcast / Video → Social Content

Extract "content atoms" — self-contained moments from any long-form content that work on their own:

Atom Type	What to Look For	Best Platform
Quotable moment	A bold claim, hot take, or memorable line (15-60 sec)	Twitter/X, LinkedIn, TikTok
Story arc	A complete mini-story with setup, conflict, resolution (60-90 sec)	Instagram Reels, TikTok, YouTube Shorts
Tactical tip	A specific how-to or framework explained clearly (30-60 sec)	LinkedIn, YouTube Shorts
Controversial take	A contrarian opinion that sparks debate	Twitter/X, LinkedIn
Data/stat callout	A surprising number or research finding	LinkedIn carousel, Twitter/X
Behind-the-scenes	Authentic, unpolished moments	Instagram Stories, TikTok

Podcast repurposing workflow:

1. Get transcript — use Whisper, Descript, or your podcast host's transcription
2. Mark timestamps — flag the 5-10 best moments while listening or scanning transcript
3. Extract clips — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
4. Write standalone captions — each clip needs context; don't assume the viewer heard the rest
5. Add subtitles — most social video is watched without sound
6. Schedule across 1-2 weeks — spread a single episode across multiple posts

Per episode, aim for:

• 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
• 1-2 LinkedIn text posts from key insights
• 1 Twitter/X thread of takeaways
• 1 carousel summarizing the main framework or list
• 1 newsletter section or blog post from the best segment

Webinar / Live Event → Social Content

Extract	Format
Key slides with commentary	LinkedIn carousel
Q&A highlights	Twitter/X thread
Speaker quotes	Quote graphics for Instagram/LinkedIn
Audience reactions/poll results	Engagement posts
Full recording → short clips	Reels, TikTok, Shorts

Newsletter → Social Content

Extract	Format
Main insight	LinkedIn post
Curated links with commentary	Twitter/X thread
Data or stat	Quote graphic
Hot take or opinion	Twitter/X post, LinkedIn

Repurposing Workflow

1. Create pillar content (blog, video, podcast, webinar, newsletter)
2. Extract content atoms (5-10 per piece — quotes, stories, tips, data)
3. Adapt to each platform (format, length, and tone)
4. Write standalone captions (each post must work without context)
5. Schedule across the week (spread distribution, don't dump all at once)
6. Update and reshare (evergreen content can repeat every 3-6 months)

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Content Calendar Structure

Weekly Planning Template

Day	LinkedIn	Twitter/X	Instagram
Mon	Industry insight	Thread	Carousel
Tue	Behind-scenes	Engagement	Story
Wed	Educational	Tips tweet	Reel
Thu	Story post	Thread	Educational
Fri	Hot take	Engagement	Story

Batching Strategy (2-3 hours weekly)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

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Engagement Strategy

Daily Engagement Routine (30 min)

1. Respond to all comments on your posts (5 min)
2. Comment on 5-10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2-3 DMs to new connections (5 min)

Quality Comments

• Add new insight, not just "Great post!"
• Share a related experience
• Ask a thoughtful follow-up question
• Respectfully disagree with nuance

Building Relationships

• Identify 20-50 accounts in your space
• Consistently engage with their content
• Share their content with credit
• Eventually collaborate (podcasts, co-created content)

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Analytics & Optimization

Metrics That Matter

Awareness: Impressions, Reach, Follower growth rate

Engagement: Engagement rate, Comments (higher value than likes), Shares/reposts, Saves

Conversion: Link clicks, Profile visits, DMs received, Leads attributed

Weekly Review

• Top 3 performing posts (why did they work?)
• Bottom 3 posts (what can you learn?)
• Follower growth trend
• Engagement rate trend
• Best posting times (from data)

Optimization Actions

If engagement is low:

• Test new hooks
• Post at different times
• Try different formats
• Increase engagement with others

If reach is declining:

• Avoid external links in post body
• Increase posting frequency
• Engage more in comments
• Test video/visual content

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Content Ideas by Situation

When You're Starting Out

• Document your journey
• Share what you're learning
• Curate and comment on industry content
• Engage heavily with established accounts

When You're Stuck

• Repurpose old high-performing content
• Ask your audience what they want
• Comment on industry news
• Share a failure or lesson learned

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Scheduling Best Practices

When to Schedule vs. Post Live

Schedule: Core content posts, Threads, Carousels, Evergreen content

Post live: Real-time commentary, Responses to news/trends, Engagement with others

Queue Management

• Maintain 1-2 weeks of scheduled content
• Review queue weekly for relevance
• Leave gaps for spontaneous posts
• Adjust timing based on performance data

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Reverse Engineering Viral Content

Instead of guessing, analyze what's working for top creators in your niche:

1. Find creators — 10-20 accounts with high engagement
2. Collect data — 500+ posts for analysis
3. Analyze patterns — Hooks, formats, CTAs that work
4. Codify playbook — Document repeatable patterns
5. Layer your voice — Apply patterns with authenticity
6. Convert — Bridge attention to business results

For the complete framework: See references/reverse-engineering.md

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Short-Form Video (TikTok, Reels, Shorts)

Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.

Platform Specs

Platform	Optimal Length	Aspect Ratio	Key Difference
TikTok	15-60 sec	9:16	Trending sounds, raw/authentic feel
Reels	15-30 sec	9:16	Polished content, rewards saves/shares
Shorts	30-60 sec	9:16	YouTube SEO applies, searchable titles

The 3-Second Rule

You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:

[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]

All three should hit in the first second.

Video Structures

Problem-Solution (15-30 sec):

[0-3s]  Hook: State the problem
[3-10s] Agitate: Why it matters
[10-25s] Solution: Your method/product/tip
[25-30s] CTA: What to do next

List Format (30-60 sec):

[0-3s]  Hook: "X things that [outcome]"
[3-50s] Items: One every 5-8 seconds
[50-60s] CTA

Tutorial (30-60 sec):

[0-3s]  Hook: Show the end result first
[3-8s]  Overview: "Here's how..."
[8-50s] Steps: Quick, clear instructions
[50-60s] Result + CTA

Caption & Subtitle Best Practices

Captions increase watch time by 25-40%. Most social video is watched without sound.

• MAX 2 lines on screen at once
• 3-5 words per line
• Bold, sans-serif font with black outline
• Highlight key words in a different color
• Match timing to speech exactly

Tools: CapCut (free), Descript, Captions.ai, Premiere Pro

Content Ideas by Type

Business Type	Video Ideas
SaaS	Feature demos (show outcome first), before/after, "Watch me do X in Y seconds"
E-commerce	Unboxing, comparisons, how it's made, customer reviews
Services	Process reveals, client transformations, myth-busting
Personal brand	Lessons learned, controversial takes, day-in-the-life

Common Mistakes

1. Slow hooks — don't build up to the point
2. No text overlay — many watch without sound
3. Poor audio — bad audio kills retention instantly
4. Too long — if it can be shorter, make it shorter
5. No CTA — tell viewers what to do
6. Ignoring comments — engagement in first hour matters

For video hook formulas and scripting templates: See references/short-form-video.md

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Task-Specific Questions

1. What platform(s) are you focusing on?
2. What's your current posting frequency?
3. Do you have existing content to repurpose?
4. What content has performed well in the past?
5. How much time can you dedicate weekly?
6. Are you building personal brand, company brand, or both?

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Related Skills

• copywriting: For longer-form content that feeds social
• launch-strategy: For coordinating social with launches
• email-sequence: For nurturing social audience via email
• marketing-psychology: For understanding what drives engagement