# Linkedin Content Guide

> LinkedIn Content Guide

- Skill: `matteotitta/linkedin-content-guide` (Agent Skill)
- Install (CLI): `npx skillmds@latest add matteotitta/linkedin-content-guide`
- Raw SKILL.md: https://api.skillmd.com/api/skills/matteotitta/linkedin-content-guide/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: matteotitta (https://skillmd.com/u/matteotitta)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/matteotitta/linkedin-content-guide

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# LinkedIn Content Guide

Builds a practitioner-first LinkedIn ICP and distills it to ONE focused offer — using Nick Broekema's framework adapted for AI-assisted research. Produces a 14-question ICP, a Pains→Goals content guide, an offer statement, and a SCART brief with 9 post ideas.

How it differs from `/icp-research`: that skill does market-level ICP analysis for B2B SaaS products. This skill builds a *personal* ICP for LinkedIn positioning — starting from your best collaborations and practitioner experience, supplemented by website research.

## Doctrine inherited (Step 7 — 0626 rollout, locked 2026-06-04)

Output complies with [`output-tenets.md`](../../../../../rules/output-tenets.md), [`output-simplicity.md`](../../../../../rules/output-simplicity.md), [`ai-speak-anti-patterns.md`](../../../../../rules/ai-speak-anti-patterns.md). Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]].

**Refinements applied:** R1 (guide doc is internal-reference for other LinkedIn skills — inline cites stay), R3 (offer + post-idea framing operator-direct), R5 (long-form essay anchor becomes voice anchor across the 9 post ideas), R9 (verb-led section headings).

## When to run

- "Build my LinkedIn ICP" or "LinkedIn ICP and offer for [company/person]"
- "Who should I target on LinkedIn?" / "Create my LinkedIn offer proposition"
- "Optimize my offer for LinkedIn" / "Help me define my ideal client for LinkedIn content"
- "ICP + offer for [URL]"

Do NOT run when: user wants market-level ICP (`/icp-research`), behavioural buyer simulation (`/icp-behavioural`), to write a single post (`/linkedin-content`), profile optimization (`/linkedin-profile-optimization`), or competitive research (`/competitor-research`).

See the premium reference for full upstream/downstream wiring.

## Inputs

**Required**

| Input | Description | Source |
|-------|-------------|--------|
| Website URL | Company or personal website to research | User provides |

**Optional (significantly improves quality)**

| Input | How it helps |
|-------|--------------|
| Personal experience notes | Direct answers to experiential questions (Q5, Q6, Q10, Q13, Q14) |
| Sales call notes / transcripts | Real language, objections, questions from buyers |
| Existing ICP docs | Validate or expand current understanding |
| Target LinkedIn audience | Who specifically they want to attract |
| Best client example | Description of their ideal collaboration |
| company-context output | Pre-existing company research from upstream skill |

If inputs are missing: ask for website URL at minimum. Strongly encourage personal experience notes — the more experiential input, the better the ICP quality.

## Steps

1. **Phase 1 — Research & data gathering.** Scrape website (Firecrawl), search external signals (Exa), load upstream context. → the premium reference
2. **Phase 2 — 14-question ICP.** Answer all 14 questions to the quality standard, apply confidence markers, flag experiential questions for user validation. → the premium reference and the premium reference
3. **Phase 3 — Pains → Goals content guide.** Extract 10-20 pain points from the 14 answers, mirror to goals, format as the canonical Guide table. → the premium reference
4. **Phase 4 — Offer distillation.** List all services, identify the ONE offer (ROI × impact × fulfilment), produce two-part "What I do / What I market" statement. → the premium reference
5. **Phase 5 — SCART content brief.** Populate the 5 SCART elements, generate 9 post ideas (3 story + 3 expertise + 3 offer), recommend posting frequency and format mix. → the premium reference and the premium reference
6. **Phase 6 — Ongoing ideation engine (optional).** Layer Growth/Authority/Sales pillar split, 22-question ideation bank, posting schedule, repurposing cycle. → the premium reference
7. **Self-evaluation + review gate (Level 2).** Run completeness, depth, honesty checks. → the premium reference
8. **Assemble final output** in canonical format. → the premium reference
9. **Suggest chains:** `linkedin-profile-optimization` → `linkedin-content` → `outreach-emails` → `positioning`. → the premium reference

Visual flowchart of the full process: the premium reference. MCP tools and Exa research substrate: the premium reference.

## What good looks like

### Evaluations

The output passes when: all 14 ICP questions have 4-8 bullets or a rich paragraph; experiential questions Q5/Q6/Q10/Q13/Q14 carry `[REQUIRES USER VALIDATION]`; the Pains→Goals table has 10-20 specific pairs (not generic); ONE offer is identified with explicit ROI×impact×fulfilment rationale; all 5 SCART elements are populated; 9 post ideas exist (3 each for story/expertise/offer) tied to specific pain→goal pairs; no invented metrics, quotes, or testimonials; confidence markers applied consistently. Full checklist: the premium reference.

## Final ship gate

Run `/premortem --output` before ship. See [`/premortem` skill](../../../../meta/orchestration/premortem/SKILL.md) 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.

Then run `/voice-reviewer` — the content ship gate: voice + brand quality (pm-loop.md).

Trivial-case escape: `## Premortem\nNo failure modes — trivial change` satisfies the contract for genuinely trivial outputs.

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## Persuasion & stickiness pass

Output complies with [persuasion-and-stickiness.md](../../../../../rules/persuasion-and-stickiness.md) — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.