| name | marketing-social |
| version | 1.0.0 |
| description | Social media content calendar and generation — 30-day content calendar with
platform-specific posts, hooks, hashtags, and repurposing strategy.
Produces SOCIAL-CALENDAR.md. Use via /marketing social <topic/url>.
|
| allowed-tools | ["Bash","Read","WebFetch","Write"] |
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.
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 |
| Reaction | TikTok | React to industry news or competitor content |
8.2 Trend Adaptation Framework
When a new trend emerges, adapt it to the brand using this process:
- Identify the trend format (audio, visual style, caption structure)
- Find the brand angle (how does this connect to the brand's pillars?)
- Adapt the trend within 24-48 hours (speed matters)
- Add brand-specific value (don't just copy — add unique insight)
- Tag the trend appropriately (hashtags, sounds, formats)
Output Format: SOCIAL-CALENDAR.md
Write the full output to SOCIAL-CALENDAR.md:
# Social Media Content Calendar: [Brand/Topic]
**Date:** [current date]
**Period:** [Month Year] — 30-Day Calendar
**Platforms:** [selected platforms]
---
## Brand Context
- **Brand:** [name]
- **Audience:** [description]
- **Voice:** [voice profile]
- **Goal:** [primary social media goal]
## Content Pillars
1. [Pillar 1]: [description] — [X]% of content
2. [Pillar 2]: [description] — [X]% of content
3. [Pillar 3]: [description] — [X]% of content
4. [Pillar 4]: [description] — [X]% of content
5. [Pillar 5]: [description] — [X]% of content
## Hashtag Strategy
[Tier breakdown with specific hashtags for each pillar]
## 30-Day Calendar
### Week 1: [Theme]
[Day-by-day content for each platform]
### Week 2: [Theme]
[Day-by-day content for each platform]
### Week 3: [Theme]
[Day-by-day content for each platform]
### Week 4: [Theme]
[Day-by-day content for each platform]
## Repurposing Strategy
[1-to-10 framework applied to the brand's content]
## Engagement Playbook
[Questions, polls, and engagement tactics to use]
## Trending Format Opportunities
[Evergreen formats and how to adapt trends]
## Metrics to Track
[Platform-specific KPIs and benchmarks]
Terminal Output
Display a condensed summary:
=== SOCIAL MEDIA CALENDAR GENERATED ===
Brand: [name]
Platforms: [list]
Period: 30 days
Total Posts: [count]
Content Mix:
Educational: 40% (XX posts)
Behind-Scenes: 20% (XX posts)
Social Proof: 15% (XX posts)
Engagement: 15% (XX posts)
Promotional: 10% (XX posts)
Pillar Coverage:
[Pillar 1]: XX posts
[Pillar 2]: XX posts
[Pillar 3]: XX posts
[Pillar 4]: XX posts
[Pillar 5]: XX posts
Full calendar saved to: SOCIAL-CALENDAR.md
Cross-Skill Integration
- If
BRAND-VOICE.md exists, match all social copy to documented voice guidelines
- If
COPY-SUGGESTIONS.md exists, reuse value propositions and messaging
- If
COMPETITOR-REPORT.md exists, use competitor analysis for differentiation content
- If
EMAIL-SEQUENCES.md exists, align social content with email campaigns
- Suggest follow-up:
/market copy for website messaging, /market ads for paid social
