matteotitta Content strategy
Synthesise foundational research (ICP, messaging, competitors, TOV, brand) into an actionable B2B SaaS content plan: service-based pillars, TOFU/MOFU/BOFU funnel mapping, channel mix, cadence, and a 90-day execution roadmap. Volume targets, recurring series, and a sample week make the strategy executable from day one.
When to run
Invoke when the user asks for:
- "Create a content strategy / content plan / content marketing strategy for [company]"
- "Content calendar for [company]" or "build a content program"
- "What content should [company] create?" / "content roadmap"
- Channel-specific strategies: "social media strategy", "LinkedIn content strategy", "podcast/YouTube strategy", "newsletter strategy"
Do NOT invoke when:
- User wants individual posts only →
linkedin-contentoryoutube-scripts - User wants messaging framework →
product-messaging - User wants ICP research only →
icp-behavioural - User wants product launch plan →
product-launch - User wants SEO/AEO research and article queue → chain
aeo-strategyafter this skill
Inputs
This skill accepts any context dimension. The more available, the stronger the strategy. It synthesises whatever foundations exist.
Context dimensions
| Input | Source | Impact |
|---|---|---|
| ICP research — segments, personas, pain points | icp-behavioural |
High — drives pillar relevance + funnel mapping |
| Product messaging — positioning, capabilities, differentiators | product-messaging |
High — drives pillar selection + content angles |
| Competitor research — content analysis, gaps | competitor-research |
Medium — drives differentiation + gap-filling |
| TOV guidelines — voice, vocabulary, patterns | tov-guidelines |
Medium — drives style + consistency |
| Company context — overview, market position, leadership | company-context |
Medium — drives narrative + brand pillars |
| Brand identity — visual guidelines, mood | brand-kit |
Low-Medium — drives visual content specs |
| Content audit — existing inventory + performance | content-audit |
Medium — drives gap analysis + build-on |
| Market research — industry trends, TAM/SAM | User or research skills | Low-Medium — drives trend angles |
Minimum viable input
At least one of: ICP research • product messaging • company context.
Validation checklist
- At least one context dimension available
- Company name and context clear
- Enough foundation to define service-based pillars (not generic ones)
If inputs are thin: flag missing dimensions and their impact, offer to chain icp-behavioural → product-messaging → tov-guidelines → competitor-research. Proceed with what's available, but mark assumptions.
Steps
The skill executes 6 phases. Detailed sub-steps + checkpoints in the premium reference. Visual flowchart in the premium reference. Frameworks (service-based pillars, TOFU/MOFU/BOFU, pillar × funnel matrix, content flow, channel hierarchy, content cascade) in the premium reference. Pillar-design depth in the premium reference. Channel-specific guidance in the premium reference. Narrative architecture mental models in the premium reference.
- Validate inputs. Check minimum viable input present. If thin, chain prerequisite skills or proceed with assumptions explicitly flagged.
- Phase 1 — Foundations. Define 2-4 prioritised content goals (revenue / awareness / employer brand / customer success), 4-6 core topics from ICP+messaging, 3-5 differentiators, audience segment matrix.
- Phase 2 — Pillars + funnel. Define 4-5 service-based pillars (30/25/20/15/10% mix) — NOT generic Educational/Personal/Promotional. AI/automation is the throughline across all pillars. Map TOFU 40% / MOFU 35% / BOFU 25%. Build the pillar × funnel matrix with named example content per cell. Calculate mix in both dimensions with monthly counts.
- Phase 3 — Channels. Tier 1 (always): LinkedIn + Blog/Newsletter. Tier 2 (if capacity): Podcast/YouTube as anchor. Tier 3 (contextual): X.com, events, IG/TikTok. Pick anchor content (highest-effort, highest-value) and design the cascade (anchor → 5-10 derivatives). Document channel specs: format, frequency, primary pillar, metrics, tooling.
- Phase 4 — Planning + execution. Calculate volume targets (total + per-channel + per-pillar). Define weekly cadence (production vs publishing). Design 90 days: Month 1 Launch & Foundation → Month 2 Education & Nurturing → Month 3 Proof & Conversion. List recurring series (weekly/monthly/quarterly). Build sample example week.
- Phase 5 — Metrics + governance. Define metrics by channel (primary + secondary + targets). Document approval workflow + quality checklist + archive/refresh policy. Inventory gaps + assumptions + follow-up research.
- Phase 6 (optional) — Operationalisation bridge. When 2+ team members, 8+ pieces/month, multiple active channels, or series-based content planned, chain into
content-operationsfor series architecture, cross-channel sequencing, production pipeline, channel optimisation. - Self-evaluation. Verify: topics derived from inputs (not invented), pillars are service-based, mixes sum to 100% on both dimensions, volume realistic for capacity. Apply the anti-hallucination guardrails in the premium reference.
- Assemble output. Use the standard structure in the premium reference: 1. Strategy foundations → 2. Pillars + funnel → 3. Channel strategy → 4. Planning + execution → 5. Metrics + governance → 6. Gaps + recommendations.
- Pre-delivery quality gate. Run the four-block checklist (strategy / pillars+funnel / channel / execution) in the premium reference. If any check fails, fix or explicitly flag.
- Review gate (Level 2 — Spot Check). Present foundations, pillars, channels, 90-day plan, volume targets. Actions: [Approve] [Adjust mix] [Refine].
- Iteration prompts. Offer refinement / expansion / quality prompts (full menu in the premium reference).
What good looks like
Evaluations
Strategy quality:
- Goals are measurable and prioritised
- Core topics trace back to ICP/messaging (no inventions)
- Differentiators are specific and defensible
- Audience segments align with ICP
Pillars + funnel:
- Pillars are service-based (not Educational/Personal/Promotional)
- AI/automation is throughline, not a separate pillar
- TOFU/MOFU/BOFU mapped with content types
- Pillar × funnel matrix populated with named examples
- Mix percentages sum to 100% on both dimensions
- Monthly counts calculated for both dimensions
- Formats are specific with funnel stage assignment
Channel:
- LinkedIn + Blog/Newsletter included
- Bonus channels justified with rationale
- Anchor content defined with cascade
- Metrics defined per channel
Execution:
- Volume realistic for team capacity
- Weekly cadence is actionable
- 90-day themes build logically (Launch → Educate → Prove)
- Recurring series are repeatable
Final ship gate
Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.
Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.