market-social

# Social Media Content Calendar & Generation 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. ## Single-voice craft (do NOT parallelize) A content calendar is one brand speaking with one voice across 30 days. Fan-out destroys that: three sub-agents each "writing posts" produces three inconsistent tones, clashing hooks, and a calendar that reads like three different brands. **Write the entire calendar yourself, in one pass, holding one voice in your head.** No sub-agents, no parallel post-writers, no per-platform delegates. Craft rules that make the calendar publishable, not generic: 1. **Anchor the voice first, then never drift.** Before Day 1, write a 3-line voice card (tone, 3 signature phrases, 2 forbidden cliches). Every post must pass it. If `BRAND-VOICE.md` exists, that card IS the voice card — match it exactly. 2. **Specificity beats volume.** A hook with a real number/claim from the brand ("we cut onboarding from 14 days to 3") outperforms a templated blank ("[Number] things I learned"). Fill every `[bracket]` with brand-true content; never ship a post that still contains a placeholder. 3. **Worked example — one full post (do this for each, not just the template):** ``` DAY 3 (Wed) · LinkedIn · Pillar 1 Educational · 9:00 AM · Text post Hook: "We onboarded 200 dentists last quarter. The ones who stuck shared one habit:" Post: They booked their first AI treatment-plan review inside 48 hours... (150-300 words, brand voice, ends with an open question) CTA: "What's the first thing you'd automate in your clinic? 👇" Tags: #DentalTech #PracticeGrowth #DentistryGPT ``` ## When This Skill Is Invoked 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. --- ## Phase 1: Brand and Audience Discovery ### 1.1 Brand Context Establish before generating any content: | Context Element | Source | Purpose | |----------------|--------|---------| | **Brand name** | URL or user input | Consistent branding | | **Industry** | Site analysis | Industry-relevant content | | **Target audience** | About page, copy, user input | Shapes language and topics | | **Brand voice** | Existing social/site copy | Match tone and personality | | **Key products/services** | Product/pricing pages | Promotional content topics | | **Unique selling points** | Homepage, feature pages | Differentiation in content | | **Competitors** | Industry analysis | Competitive content strategy | ### 1.2 Platform Selection Recommend platforms based on business type and audience: | Platform | Best For | Audience | Content Type | Posting Frequency | |----------|---------|----------|-------------|-------------------| | **LinkedIn** | B2B, SaaS, agencies, professionals | Decision makers, 25-54 | Thought leadership, case studies | 3-5x/week | | **Twitter/X** | Tech, media, creators, real-time | Tech-savvy, 18-45 | Hot takes, threads, engagement | 1-3x/day | | **Instagram** | E-commerce, lifestyle, creators, agencies | Visual buyers, 18-40 | Carousels, Reels, Stories | 4-7x/week feed, daily Stories | | **TikTok** | Consumer brands, creators, education | Gen Z, millennials, 16-35 | Short-form video, trends | 1-3x/day | | **YouTube** | Education, SaaS demos, long-form | All ages, research-intent | Tutorials, reviews, vlogs | 1-2x/week | | **Facebook** | Local business, communities, older demo | 30-65+, local audiences | Community, events, groups | 3-5x/week | Select 2-3 primary platforms for the brand and focus calendar content there. --- ## Phase 2: Content Strategy Framework ### 2.1 Content Pillars Define 4-5 content pillars that anchor all social content. Each pillar represents a broad theme the brand consistently covers: **Pillar Framework:** | Pillar # | Type | Purpose | Content Mix | |----------|------|---------|------------| | Pillar 1 | **Educational** | Establish authority, provide value | How-tos, tips, frameworks, mistakes to avoid | | Pillar 2 | **Behind-the-Scenes** | Build trust, humanize the brand | Process, team, culture, day-in-the-life | | Pillar 3 | **Social Proof** | Build credibility, drive conversion | Testimonials, case studies, results, milestones | | Pillar 4 | **Engagement** | Build community, boost algorithm | Questions, polls, debates, fill-in-the-blank | | Pillar 5 | **Promotional** | Drive revenue, announce offers | Product launches, features, offers, CTAs | **Content Mix Ratio:** 40% educational, 20% behind-the-scenes, 15% social proof, 15% engagement, 10% promotional ### 2.2 Content Types by Platform **LinkedIn Content Types:** - Text posts (opinion/insight) — 40% of content - Carousel documents (PDF slideshows) — 25% - Image + caption — 15% - Video (native, under 3 min) — 10% - Polls — 5% - Articles (long-form) — 5% **Twitter/X Content Types:** - Text tweets (opinions, observations) — 40% - Threads (3-10 tweets) — 25% - Image + caption — 15% - Quote tweets with commentary — 10% - Polls — 5% - Video clips — 5% **Instagram Content Types:** - Carousel posts (educational, storytelling) — 35% - Reels (short-form video, 15-60 sec) — 30% - Single image + caption — 15% - Stories (daily, interactive) — 15% - Live — 5% **TikTok Content Types:** - Trending format adaptation — 30% - Educational/how-to — 30% - Behind-the-scenes — 20% - Storytelling — 15% - Duets and stitches — 5% **YouTube Content Types:** - Tutorial/how-to (8-15 min) — 35% - Listicle/compilation — 20% - Review/comparison — 15% - Shorts (under 60 sec) — 20% - Interview/conversation — 10% --- ## Phase 3: Hook Formulas ### 3.1 Platform-Specific Hooks The first line (or first 3 seconds for video) determines whether someone reads or scrolls past. Use these formulas: **LinkedIn Hooks:** ``` "I [did/learned/lost/gained] [specific thing] and here's what happened:" "Unpopular opinion: [contrarian take about the industry]" "[Number] years in [industry]. Here's what nobody tells you:" "Stop [common practice]. Start [better alternative]. Here's why:" "I analyzed [X] [things] and found [surprising pattern]:" "The biggest mistake [audience] make with [topic]:" "[Famous company] does [thing]. Here's what we can learn:" "3 things I'd do differently if I started [X] today:" ``` **Twitter/X Hooks:** ``` "Here's a thread on [topic] that nobody is talking about:" "[Contrarian statement]. Let me explain." "[Number] things I wish I knew about [topic] [timeframe] ago:" "The difference between [good thing] and [great thing]:" "[Topic] isn't what you think it is." "Hot take: [bold claim]" "I spent [time] studying [topic]. Here's what I found:" "[Audience]: You need to stop [mistake]. Here's why." ``` **Instagram Hooks (Captions and Reels):** ``` "Save this for later" (educational carousel) "I tested [X] for [time]. Results inside." "The [topic] nobody talks about:" "POV: You just discovered [benefit]" "[Number] signs you're [problem] (and how to fix it)" "My exact [framework/process/system] for [result]:" "Before vs after [transformation]" "What [audience] gets wrong about [topic]:" ``` **TikTok Hooks (First 3 Seconds):** ``` "Wait, you're still doing [old way]?" "Here's the [topic] hack nobody showed you" "I need to talk about [trending topic]" "If you're a [audience], watch this" "The #1 reason your [thing] isn't working" "Story time: [intriguing setup]" "Replying to @[comment]: [answer]" "[Industry] secrets they don't want you to know" ``` --- ## Phase 4: Hashtag Strategy ### 4.1 Hashtag Framework Use a tiered approach for every post: | Tier | Follower Range of Tag | Count | Purpose | |------|----------------------|-------|---------| | **Niche** | Under 100K posts | 3-5 | Highly targeted, easier to rank | | **Medium** | 100K-1M posts | 3-5 | Moderate competition, relevant audience | | **Broad** | 1M+ posts | 2-3 | Discovery potential, lower engagement rate | | **Branded** | Custom | 1 | Brand recognition, UGC collection | **Platform-Specific Hashtag Counts:** - Instagram: 5-15 hashtags (in caption or first comment) - LinkedIn: 3-5 hashtags (at bottom of post) - Twitter/X: 1-2 hashtags (inline or at end) - TikTok: 3-5 hashtags (in caption) ### 4.2 Hashtag Research Process For each content pillar, research and document: - 5 niche hashtags specific to the brand's sub-industry - 5 medium hashtags for the broader industry - 3 broad hashtags for general discovery - 1 branded hashtag (e.g., #BrandNameTips) --- ## Phase 5: Engagement Tactics ### 5.1 Engagement Boosters Include these in the content calendar: **Questions:** End 30% of posts with an open-ended question to prompt comments ``` "What's your biggest challenge with [topic]? Drop it below." "Agree or disagree? [Statement]" "Which one are you? A) [option] B) [option] C) [option]" ``` **Polls:** Use platform-native polls 1-2x per week ``` "What matters most to you in [category]?" "How often do you [behavior]?" "Which would you choose: [A] or [B]?" ``` **Controversial/Debate Posts:** 1-2x per week to drive high engagement ``` "[Common advice] is terrible advice. Here's why..." "[Industry practice] is dead. Change my mind." "The industry won't tell you this, but [honest truth]." ``` **Storytelling Posts:** 1-2x per week for connection ``` "3 years ago, I [starting point]. Today, [result]. Here's the journey:" "The worst [professional situation] I ever had taught me [lesson]." "A client told me [surprising thing] — it changed how I think about [topic]." ``` --- ## Phase 6: Content Repurposing Strategy ### 6.1 The 1-to-10 Repurposing Framework Take ONE long-form piece of content and turn it into 10+ social posts: ``` SOURCE: 1 Blog Post / Podcast Episode / YouTube Video / Newsletter OUTPUT: 1. LinkedIn text post — Key insight from the piece 2. Twitter thread — 5-7 key takeaways 3. Instagram carousel — Main framework or steps visualized 4. Instagram Reel — 30-second summary of the key point 5. TikTok — Quick tip format of the #1 takeaway 6. LinkedIn carousel — PDF slideshow of the framework 7. Twitter single tweet — The most quotable line 8. Instagram Story — Behind-the-scenes of creating the content 9. YouTube Short — Condensed video version 10. Facebook post — Discussion question based on the topic ``` ### 6.2 Repurposing Schedule For each piece of pillar content, schedule repurposed posts over 2 weeks: - Day 1: Publish the original content - Day 1-2: Share the key insight on LinkedIn and Twitter - Day 3: Create an Instagram carousel and Reel - Day 5: Post TikTok and YouTube Short - Day 7: Share a different angle or takeaway - Day 10: Post engagement question related to the topic - Day 14: Reshare with "In case you missed it" framing --- ## Phase 7: 30-Day Content Calendar ### 7.1 Calendar Structure Generate a complete 30-day calendar with this format: ``` DAY 1 (Monday): LinkedIn: [Pillar 1 - Educational] Hook: "[Hook text]" Post: [Full post text, 150-300 words] Hashtags: #tag1 #tag2 #tag3 Time: 9:00 AM Type: Text post Twitter/X: [Pillar 4 - Engagement] Tweet: "[Full tweet text, under 280 chars]" Hashtags: #tag1 #tag2 Time: 12:00 PM Type: Single tweet Instagram: [Pillar 2 - Behind the Scenes] Caption: "[Full caption, 100-200 words]" Visual: [Description of what the image/carousel should contain] Hashtags: [10-15 hashtags] Time: 6:00 PM Type: Carousel (5 slides) Slide 1: [Content] Slide 2: [Content] ... ``` ### 7.2 Calendar Distribution Ensure the 30-day calendar follows: - Each content pillar appears at least 6 times across the month - Promotional content never appears 2 days in a row - Engagement posts are spread evenly (every 2-3 days) - Platform-specific content maximizes each platform's strengths - A mix of content types (not all text posts or all carousels) - Trending format slots are left flexible with guidance on how to adapt --- ## Phase 8: Trending Format Detection ### 8.1 Evergreen Trending Formats Include these proven formats that consistently perform: | Format | Platform | Description | |--------|----------|-------------| | **Listicle Thread** | Twitter, LinkedIn | "7 things I learned from [X]" | | **This vs That** | All platforms | Side-by-side comparison | | **Day in the Life** | TikTok, Instagram | Show daily routine | | **Tutorial Reel** | Instagram, TikTok | Step-by-step how-to | | **Hot Take** | Twitter, LinkedIn | Contrarian opinion + reasoning | | **Before/After** | Instagram, TikTok | Transformation content | | **Myth vs Reality** | All platforms | Debunk common misconceptions | | **Fill in the Blank** | LinkedIn, Twitter | Community engagement | | **POV** | TikTok, Instagram | Point-of-view storytelling |