| name | content-strategy |
| description | Content strategy: content pillars, editorial calendar, distribution plan, repurposing system, SEO-content alignment — for blogs, newsletters, LinkedIn, YouTube |
Content Strategy Skill
When to activate
- Building a content strategy from scratch for a brand or product
- Designing content pillars and topic clusters
- Creating an editorial calendar across channels
- Building a content repurposing system (one piece → many formats)
- Aligning content with SEO goals and business objectives
- Auditing existing content for gaps and opportunities
When NOT to use
- Writing a single piece of content — just write it, don't strategise
- Technical SEO audits — use the seo-audit skill
- Paid content distribution — use the paid-ads skill
- Social media posting cadence only — use the social-media-manager skill
Instructions
Define content pillars
Define content pillars for [brand/product].
Business: [describe what you do and who you serve]
Target audience: [job title, company size, key challenges]
Business goals content should support: [brand awareness / lead generation / customer retention / SEO traffic]
Competitors creating content: [who and what they write about]
Unique angle we have: [expertise, point of view, or data we own]
Design 3-5 content pillars:
Each pillar = a topic territory we own and publish consistently on.
Format per pillar:
- Pillar name: [clear label]
- Why this audience cares: [the underlying pain or goal]
- Content types that fit: [how-to / opinion / case study / data / news commentary]
- Our unique angle: [why we can speak to this better than anyone]
- Example headline: [specific article/post title]
Rule: Pillars should be specific enough to be ownable, broad enough for 52 pieces/year.
Editorial calendar
Build a 90-day editorial calendar for [brand].
Channels to cover: [blog / newsletter / LinkedIn / YouTube / Twitter/X]
Publish frequency: [X posts/week per channel]
Content pillars: [paste from above]
Upcoming campaigns or launches: [product launches, events, seasons]
Resources: [1 writer / 2 writers / team]
Calendar format:
Week | Channel | Pillar | Title | Format | CTA | Notes
Rules:
- Lead with SEO-driven articles (blog) — highest long-term ROI
- Newsletter: curate + add perspective, don't just republish blog posts
- LinkedIn: short-form versions of blog insights (3-5 lines + hook)
- Batch similar formats together for production efficiency
- Plan 2 weeks ahead minimum; leave 10% slots for reactive/trending content
Produce: 12-week calendar with 1 anchor piece per week + distribution plan for each.
Content repurposing system
Design a content repurposing system.
Primary channel and format: [blog / podcast / YouTube / live event]
Secondary channels to feed: [list all: newsletter, LinkedIn, Twitter, YouTube Shorts, etc.]
Team size: [solo / 1 editor / full team]
Publish cadence: [X primary pieces per month]
Repurposing map (1 primary → many):
If primary = long-form article (2,000+ words):
→ Newsletter: intro + 3 key points + link
→ LinkedIn: the most counterintuitive insight, single post
→ Twitter/X: thread of 5-7 points
→ Short video: 60-second "what I learned" summary
→ Quote card: 1 pull quote → image for Instagram/LinkedIn
If primary = podcast episode:
→ Blog post: transcript edited into article (add headers, expand examples)
→ Newsletter: episode summary + top 3 takeaways
→ LinkedIn: guest quote or key insight as post
→ YouTube Shorts: best 60-second clip
→ Twitter: key stat or quote thread
Build the specific system for my channels with assignments per piece.
Content audit
Audit existing content and identify opportunities.
Content location: [blog URL / list of URLs / sitemap]
Business goals: [drive trial signups / rank for X keywords / retain customers]
Current content volume: [X articles / X posts]
Analytics access: [GA4 / Search Console / none]
Audit framework:
1. Traffic segments:
- High traffic, high conversion → protect and update
- High traffic, low conversion → optimise CTA and landing flow
- Low traffic, high conversion → promote more (paid, links, email)
- Low traffic, low conversion → update or delete
2. SEO opportunity scan:
- Articles ranking positions 8-20 → update to push to page 1
- Articles with zero organic traffic after 6 months → consolidate or redirect
- Missing topics competitors rank for → create
3. Content freshness:
- Articles > 18 months old → fact-check and update
- Articles referencing outdated tools, stats, or practices → refresh
Output: prioritised list of:
- [X] articles to update (quick wins, ranking 8-20)
- [X] articles to consolidate (thin content)
- [X] net-new topics to create (gap analysis)
- [X] articles to delete + redirect
Distribution plan
Build a content distribution plan for each new piece.
Content type: [article / video / podcast episode / report]
Audience size by channel: [email: X / LinkedIn: X followers / Twitter: X / etc.]
Promotion budget: $[X] (or $0 for organic only)
Distribution sequence (day-by-day):
Day 0 — Publish:
□ Publish on primary channel (optimise title, meta, OG image)
□ Send to email list (full post or excerpt + link)
□ Post on LinkedIn (adapted version, not just link)
□ Post on Twitter/X (thread or single quote)
Day 3 — Amplification:
□ Engage with all comments on all channels
□ Post LinkedIn comment on your own post with a follow-up insight
□ Share in relevant communities (Slack, Discord, Reddit — add value, don't spam)
Day 7 — Repurpose:
□ Publish YouTube Short or Reel (if video format available)
□ Repurpose quote as image post
Day 30 — SEO follow-up:
□ Check rankings — is it appearing for target keyword?
□ Add internal links from newer content back to this piece
Paid amplification (if budget):
- Boost best-performing LinkedIn posts ($50-100 per post)
- Google Discovery or Meta retargeting for blog readers (awareness)
Example
User: I run a B2B SaaS company (project management tool for engineering teams). No content strategy, we just write blog posts randomly. Help me build one.
Claude's content strategy:
3 Content Pillars:
-
Engineering Team Productivity — "How engineering teams move faster without burning out"
- Audience pain: shipping velocity without quality sacrifice
- Formats: how-to guides, benchmarks, templates
- Our angle: we have aggregated data from 500+ engineering teams
-
Engineering Management — "How engineering managers build high-performing teams"
- Audience: VPs, EMs at 20-200 person companies
- Formats: frameworks, manager interviews, decision guides
- Our angle: decision-support, not just motivation
-
Developer Experience — "Tools, processes, and culture that make engineers happy"
- Audience: developers advocating for better tooling
- Formats: tool comparisons, process teardowns, opinion pieces
- Our angle: we're an engineering tool — credibility is high
90-day priority:
- 2 SEO-driven articles/week targeting engineering management keywords
- 1 LinkedIn post/day (repurposed from articles)
- Monthly newsletter: roundup of top 3 articles + 1 original insight
- First 12 weeks: 24 articles, 60+ LinkedIn posts, 3 newsletters
First 3 articles to write (based on search volume + pillar fit):
- "Engineering team velocity benchmarks: what fast teams do differently" (pillar 1, data)
- "How to run effective engineering retrospectives" (pillar 2, how-to)
- "The engineering manager's guide to sprint planning" (pillar 2, framework)
