Content Strategy

Arguments: <url or local path> [--focus <comma-separated areas>] [--social] [--strict-mode]. Wherever <arguments> appears below, substitute the text the user typed after the skill name.

Content Strategy Audit

CRITICAL RULES

1. Execute phases in order. Scope → Parallel Audit → Synthesis → Approval → Apply → Report.
2. Write output files. Each phase writes to .content-strategy/ for persistence.
3. Run audit agents in parallel. Phase 2 fires multiple agents simultaneously.
4. Stop at checkpoint. Get user approval before applying any changes.
5. Use Playwright for live sites. Browser tools for DOM, screenshots, responsive testing.
6. Never enter plan mode. Execute immediately.

Pre-flight

Dependency check (live sites only)

For live URL targets, this command uses Playwright MCP tools for browser-based analysis. If Playwright MCP tools (browser_navigate, browser_snapshot, etc.) are not available, warn the user:

Missing required plugin: playwright-skill

Live site analysis needs Playwright MCP tools for DOM inspection,
screenshots, and responsive testing. Without it, analysis will be limited
to what can be fetched via WebFetch/curl.

playwright-skill is a declared dependency of digital-marketing, distributed
by its own upstream marketplace. Install it with:
  claude plugin marketplace add lackeyjb/playwright-skill
  claude plugin install playwright-skill@playwright-skill

If Playwright tools are unavailable, fall back to WebFetch for fetching pages and analyze the raw HTML instead. Skip browser-specific checks (screenshots, responsive resize).

Initialize

Create .content-strategy/ directory. If it already exists, automatically rename the old one to .content-strategy-archive-[timestamp]/ to prevent data loss, then create a fresh one. Do NOT ask for permission for this step.

Use the content-marketer agent for analysis.

Phase 1: Audit Scope

Parse flags

• --focus <areas>: comma-separated area names, resolved against the Phase 2 ownership map. Only the agents owning a requested area run; every area not requested is marked not audited in the Phase 3 table. Default: all areas
• --social: shorthand for --focus social,images,video, which runs Agent C alone
• --strict-mode: in Phase 3, promote every Important finding to Critical and open the plan with an explicit VERDICT: PASS / VERDICT: FAIL line. FAIL when any Critical remains

Gather scope

1. Read target -- navigate to URL (Playwright) or read local files
2. Identify page types -- landing, product, blog, about, pricing, checkout, FAQ
3. Understand the business -- extract value proposition, target audience, offering
4. Baseline metrics -- page count, CTA count, form count, social links

Output file: .content-strategy/01-scope.md

Shared context block

Assemble this once at the end of Phase 1. Every Phase 2 subagent prompt includes it verbatim, so it is written here and nowhere else:

## Scope
[Contents of .content-strategy/01-scope.md]

## Target
[URL or local path, plus the resolved focus areas]

## Page Contents
[Key page content: Playwright snapshot or file text, including OG and meta tag data]

Present scope summary and confirm focus areas.

Phase 2: Parallel Audit (3 agents)

Run all three audit agents in parallel in a single response.

Area ownership, used to resolve --focus: Agent A owns ux, cta, social-proof, pricing, forms, navigation. Agent B owns copy, seo-copy, microcopy, product-descriptions. Agent C owns social, images, video. Skip any agent whose areas were all excluded, and tell the agents that do run to report only on the requested areas.

Agent A: UX & Conversion Analysis

Task:
  subagent_type: "content-marketer"
  description: "UX and conversion optimization audit"
  prompt: |
    Audit the UX patterns and conversion elements of this website/page.

    [Shared context block from Phase 1, verbatim]

    ## Instructions
    Evaluate:
    1. **Page Layout**: Visual hierarchy, above-the-fold content, whitespace, content flow
    2. **CTAs**: Presence, clarity, contrast, placement, urgency, primary/secondary hierarchy
    3. **Social Proof**: Testimonials, reviews, trust badges, client logos, case studies, numbers
    4. **Pricing**: Clarity, comparison table, anchoring, free trial CTA, FAQ, guarantee
    5. **Forms**: Field count, labels, error handling, progress indicators, mobile-friendly
    6. **Navigation**: Hierarchy, breadcrumbs, search, mobile menu, sticky header, footer

    For each finding: severity (Critical/Important/Nice-to-have), element, issue, specific fix.
    Note what's working well.

    Return structured findings.

Agent B: Content & Copy Analysis

Task:
  subagent_type: "content-marketer"
  description: "Content and copy quality audit"
  prompt: |
    Audit the written content and copy of this website/page.

    [Shared context block from Phase 1, verbatim]

    ## Instructions
    Evaluate:
    1. **Headlines**: Clarity (5-second test), benefit-driven, keyword presence, emotional triggers
    2. **Body Copy**: Scannable, benefit-focused, objection handling, specificity, reading level
    3. **Tone & Voice**: Consistency, audience-appropriate, brand alignment, authenticity
    4. **SEO Copy**: Keyword density, internal links, meta descriptions, featured snippet targeting
    5. **Microcopy**: Button labels, form hints, error messages, empty states, confirmations
    6. **Product Descriptions**: Feature→benefit framing, specifications, comparisons, use cases

    For each finding: severity, location, issue, specific rewrite suggestion.
    Note what's working well.

    Return structured findings.

Agent C: Social Media & Visual Audit

Task:
  subagent_type: "content-marketer"
  description: "Social media and visual media audit"
  prompt: |
    Audit the social media presence and visual assets of this website/page.

    [Shared context block from Phase 1, verbatim]

    ## Instructions
    Evaluate:
    1. **OG/Twitter Tags**: Presence, quality, share preview appearance
    2. **Social Profiles**: Linked from site, consistent branding, active presence
    3. **Share Buttons**: Placement, platform selection, mobile-friendly
    4. **Images**: Quality, relevance, consistency, alt text, performance
    5. **Product Gallery**: Count, angles, zoom, lifestyle shots, consistency
    6. **Video**: Hero video, demos, testimonials, thumbnails, loading behavior
    7. **Icons & Illustrations**: Consistent style, meaningful, accessible

    For each finding: severity, element, issue, specific fix.
    Note what's working well.

    Return structured findings.

Consolidate all agent findings into .content-strategy/02-audit.md:

# Phase 2: Content Strategy Audit

## UX & Conversion Findings
[From Agent A, organized by severity]

## Content & Copy Findings
[From Agent B, organized by severity]

## Social & Visual Findings
[From Agent C, organized by severity]

## What's Working Well
[Positives from all agents]

Phase 3: Synthesize & Prioritize

Read .content-strategy/02-audit.md and create actionable plan. If --strict-mode was passed, promote every Important finding to Critical before building the table, and open the plan with the VERDICT: line.

Output file: .content-strategy/03-plan.md

# Content Strategy Plan

## Findings Summary
| Category | Critical | Important | Nice-to-have |
|----------|----------|-----------|--------------|
| UX & Conversion | X | X | X |
| Content & Copy | X | X | X |
| Social & Visual | X | X | X |
| **Total** | **X** | **X** | **X** |

## Quick Wins (high impact, low effort)
[Numbered list with specific before/after examples]

## Medium Effort
[Changes requiring moderate work]

## Major Recommendations
[Bigger changes requiring design/content decisions]

## Estimated Conversion Impact
[Which changes are most likely to improve conversion, ordered by expected impact]

PHASE CHECKPOINT -- User Approval Required

Content strategy audit complete.

Findings: [X critical, Y important, Z nice-to-have]
Quick wins available: [count]

Please review:
- .content-strategy/02-audit.md
- .content-strategy/03-plan.md

1. Apply quick wins -- implement high-impact, low-effort changes
2. Apply all fixable items -- implement everything that doesn't need design decisions
3. Choose specific improvements -- I'll tell you which ones
4. Report only -- skip implementation, generate final report

Do NOT proceed until the user approves. You MUST stop generating text completely at this point -- do NOT simulate the user's response or continue autonomously. Wait for explicit user input before starting Phase 4.

Phase 4: Apply Changes

Target type determines behavior:

• If local target (e.g., src/pages/landing.html): use Edit tools to implement changes directly in the source code
• If remote URL (e.g., https://example.com): do NOT attempt to edit local files. Generate improved code/copy as standalone files inside .content-strategy/improvements/ (e.g., optimized-hero-copy.md, rebuilt-pricing-table.html)

Implement approved changes in logical order:

1. Copy improvements first (headlines, CTAs, microcopy)
2. Structure changes (layout, navigation, form optimization)
3. Media optimization (images, OG tags, social)

Log changes to .content-strategy/04-changes.md:

# Changes Applied

## Change 1: [description]
- Category: [UX/Content/Social]
- Before: [state]
- After: [state]
- Expected impact: [description]

Phase 5: Final Report

Read all .content-strategy/*.md files and generate consolidated report.

Output file: .content-strategy/05-report.md

# Content Strategy Audit Report

## Target: [URL or path]
## Date: [timestamp]

## Executive Summary
[2-3 sentences on marketing effectiveness]

## Findings by Category
| Category | Critical | Important | Nice-to-have | Fixed |
|----------|----------|-----------|--------------|-------|
| UX & Conversion | X | X | X | X |
| Content & Copy | X | X | X | X |
| Social & Visual | X | X | X | X |

## Changes Applied
[Summary with before/after highlights]

## Remaining Recommendations
[Items requiring manual intervention: photography, video, design work, A/B testing]

## Ongoing Strategy
- Content calendar suggestions
- A/B testing opportunities
- Metrics to track
- Review frequency

## Audit Metadata
- Agents used: 3 (UX, Content, Social)
- Total findings: [count]
- Fixes applied: [count]

Completion

Content strategy audit complete for: <arguments>

Output Files:
- Scope: .content-strategy/01-scope.md
- Audit: .content-strategy/02-audit.md
- Plan: .content-strategy/03-plan.md
- Changes: .content-strategy/04-changes.md
- Report: .content-strategy/05-report.md

Findings: [X critical, Y important, Z nice-to-have]
Changes applied: [count]

Quick Examples

• /content-strategy https://example.com -- Full marketing audit
• /content-strategy https://example.com/pricing -- Pricing page conversion optimization
• /content-strategy src/pages/landing.html -- Audit local landing page
• /content-strategy https://example.com --focus cta,social-proof -- Focused audit
• /content-strategy https://example.com --social -- Social media presence focus