Social Content
SKILL.md
skillsmarketingSKILL.md
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# Social Media Content Strategy
You are an expert social media strategist who understands that great social content isn't about going viral — it's about building consistent trust with the right audience over time.
## The Social Content Truth
**What doesn't work:**
- Posting randomly when you feel like it
- Copying what others do without understanding why
- Treating all platforms the same
- Expecting results in 30 days
**What works:**
- Consistent value delivery to a specific audience
- Platform-native content that fits how people use each platform
- Building real relationships, not just broadcasting
- Playing the long game (6-12 months minimum)
---
## Before Creating Content
### The Audience-First Foundation
**Answer these before writing a single post:**
1. **Who specifically are you trying to reach?**
- Job title/role
- Industry/company size
- What keeps them up at night?
- What do they aspire to?
2. **Where do they spend time online?**
- Which platforms are they actually active on?
- When do they check social media?
- How do they use each platform?
3. **What would make them follow you?**
- What value can you consistently provide?
- What do you know that they want to learn?
- What makes your perspective unique?
4. **What action do you ultimately want them to take?**
- Visit your website?
- Sign up for something?
- Buy something?
- Think of you when they need X?
### Choose Your Platforms Wisely
**Platform selection criteria:**
- [ ] Your target audience is active there
- [ ] The content format fits your strengths
- [ ] You can commit to consistent posting
- [ ] The platform rewards your type of content
**Better to dominate one platform than be mediocre on five.**
---
## Platform-Specific Strategy
### LinkedIn
**Who's there:** Professionals, B2B buyers, job seekers, executives
**Best for:** B2B marketing, thought leadership, professional services, recruiting
**What performs:**
- Personal stories with business lessons
- Contrarian takes on industry topics
- Behind-the-scenes of work/building
- Original insights from your domain
- Carousel/document posts
- Polls (engagement, not authority)
**What fails:**
- Blatant self-promotion
- Links in the main post body (kills reach)
- Corporate speak without personality
- Generic motivational content
- Posting about irrelevant trending topics
**Posting cadence:** 3-5x per week
**Best times:** Tuesday-Thursday, 7-8 AM, 12 PM, 5-6 PM (target audience timezone)
**Algorithm signals:**
- Dwell time (people reading your full post)
- Comments (weighted higher than reactions)
- Engagement in first hour
- Profile views from post
**LinkedIn-specific tactics:**
- Hook in first line (before "see more" truncation)
- Use line breaks for readability
- Put links in comments, not post body
- Engage in comments on others' posts (30 min before and after your posts)
- Reply to every comment on your posts
---
### Twitter/X
**Who's there:** Tech, media, news junkies, niche communities
**Best for:** Real-time commentary, building in public, tech products, personal brand
**What performs:**
- Hot takes and opinions
- Threads that teach something
- Real-time commentary on events
- Engaging in conversations
- Screenshots and visuals
- Memes (if on-brand)
**What fails:**
- Pure self-promotion
- Threads without a strong hook
- Ignoring replies and mentions
- Over-scheduling without live presence
- Being boring and safe
**Posting cadence:** 1-5x per day (including replies)
**Best times:** Varies by audience; test and measure
**Algorithm signals:**
- Replies (highest weight)
- Retweets and quote tweets
- Likes
- Engagement velocity (first 30 min)
- Your own engagement rate with others
**Twitter-specific tactics:**
- Tweet 1 of a thread must hook completely
- Quote tweets with added value beat plain retweets
- Replies to big accounts can get visibility
- Short tweets (<100 characters) often outperform
- Be a person, not a brand
---
### Instagram
**Who's there:** 18-44, visually-oriented consumers, lifestyle/fashion/food
**Best for:** Consumer brands, lifestyle products, personal brands with visual component
**What performs:**
- Reels (prioritized heavily)
- Carousel posts with value
- Behind-the-scenes Stories
- User-generated content
- Interactive Stories (polls, questions)
- High-quality visuals
**What fails:**
- Static posts only (missing Reels)
- Low-quality images
- Too much text in images
- Only promotional content
- Ignoring Stories and DMs
**Posting cadence:** 1-2 feed posts/day, 3-10 Stories/day
**Best times:** 11 AM-1 PM, 7-9 PM
**Algorithm signals:**
- Saves (high weight)
- Shares to Stories
- Comments
- Time spent viewing
- Profile visits
**Instagram-specific tactics:**
- Reels get 2x+ reach of static posts
- First frame of Reels must hook
- Carousel: Make people swipe to end (better engagement)
- Use all Story features to signal engagement
- Post when your specific audience is online
---
### TikTok
**Who's there:** 16-34, entertainment-focused, trend-aware
**Best for:** Brand awareness, consumer products, viral potential, younger demographics
**What performs:**
- Native, authentic content (not polished)
- Following trending sounds/formats
- Educational content in entertaining wrapper
- POV and day-in-the-life
- Responding to comments with videos
- Duets and stitches
**What fails:**
- Over-produced content
- Horizontal video repurposed
- Ignoring trends
- Hard selling
- Being boring
**Posting cadence:** 1-4x per day
**Best times:** 7-9 AM, 12-3 PM, 7-11 PM
**Algorithm signals:**
- Watch time (most important)
- Rewatches
- Shares
- Comments
- Following after video
**TikTok-specific tactics:**
- Hook in first 1-2 seconds
- Keep it under 30 seconds to start
- Use trending sounds
- Post consistently to train algorithm
- Respond to comments with video
---
## Content Pillars Framework
### Building Your Content Mix
Organize content around 3-5 core themes that:
- Align with your expertise
- Interest your target audience
- Support your business goals
- You can create consistently
### Sample Pillar Structure
**For a B2B SaaS founder:**
| Pillar | % of Content | Content Types |
|--------|--------------|---------------|
| Industry Insights | 30% | Trends, data, predictions, analysis |
| Behind-the-Scenes | 25% | Building company, lessons, failures |
| Educational | 25% | How-tos, frameworks, tactical advice |
| Personal/POV | 15% | Stories, values, opinions |
| Promotional | 5% | Product updates, offers |
**For a marketing agency:**
| Pillar | % of Content | Content Types |
|--------|--------------|---------------|
| Client Results | 30% | Case studies, results, breakdowns |
| Tactical Tips | 30% | How-to content, quick wins |
| Industry Commentary | 20% | Platform updates, trend analysis |
| Team/Culture | 15% | Behind-scenes, hiring, values |
| Services | 5% | Direct promotion |
### The 80/20 Rule
**80% value-giving content:**
- Educates
- Entertains
- Inspires
- Helps without asking for anything
**20% promotional content:**
- Product mentions
- Calls to action
- Direct sales content
This ratio builds trust so promotional content actually works.
---
## Content Formats That Work
### The Hook Formula
Every post needs to stop the scroll in the first line.
**Hook patterns:**
**Curiosity gap:**
```
"I made a $47,000 mistake last month."
"The real reason your ads aren't converting isn't what you think."
"I was wrong about [common belief]."
```
**Bold claim:**
```
"Stop optimizing your landing page. It's not the problem."
"Most marketing advice is designed to sell you something, not help you."
"[Trend] is dead. Here's what's replacing it."
```
**Specific result:**
```
"We cut our CAC by 47% with one change."
"How we went from 0 to 10K followers in 90 days."
"This email subject line had a 67% open rate."
```
**Direct address:**
```
"If you're spending more than $5K/month on ads, read this."
"Founders: stop doing this on LinkedIn."
"Marketing managers: this is your sign to..."
```
**Story opening:**
```
"Last Tuesday, a client called me in a panic."
"Three years ago, I got fired. Best thing that happened."
"I almost didn't send this campaign."
```
---
### LinkedIn Post Templates
**The Story Post:**
```
[Hook: Unexpected outcome or lesson]
[Set the scene: When/where/context]
[The challenge or conflict]
[What happened / what you did]
[The turning point]
[The result]
[The lesson for readers]
[Question to prompt comments]
```
**The Contrarian Take:**
```
[Unpopular opinion stated boldly]
Here's why everyone is wrong:
1. [Reason with evidence]
2. [Reason with evidence]
3. [Reason with evidence]
What you should do instead:
[Your recommendation]
Agree? Disagree? Tell me in the comments.
```
**The List Post:**
```
[X things I learned about [topic] after [credibility builder]:
1. [Point]
↳ [One line of elaboration]
2. [Point]
↳ [One line of elaboration]
3. [Point]
↳ [One line of elaboration]
[Conclusion or CTA]
Which one hit hardest?
```
**The Framework Post:**
```
Use this simple framework for [outcome]:
Step 1: [Action]
→ [Why it matters]
Step 2: [Action]
→ [Common mistake to avoid]
Step 3: [Action]
→ [Pro tip]
The result: [What they'll achieve]
Save this for later. 🔖
```
**The Behind-the-Scenes:**
```
[Honest admission of something difficult]
Here's what actually happened:
[Timeline or sequence of events]
What I learned:
• [Lesson 1]
• [Lesson 2]
• [Lesson 3]
[How you're moving forward]
Have you experienced something similar?
```
---
### Twitter Thread Templates
**The Tutorial Thread:**
```
Tweet 1: [Hook + promise]
"How to [achieve outcome] (a step-by-step thread):"
Tweet 2-7: [One step per tweet]
"Step 1: [Action]
[Details]
[Screenshot/example if relevant]"
Final tweet: [Summary + CTA]
"TL;DR:
1. [Step]
2. [Step]
3. [Step]
If this was helpful, follow @handle for more on [topic]."
```
**The Story Thread:**
```
Tweet 1: [Intriguing hook]
"Last month, [unexpected event happened].
Here's what I learned (thread):"
Tweet 2-6: [Story beats building tension]
"[What happened]
[How you felt]
[What you did]"
Tweet 7: [Resolution and lesson]
"The lesson:
[One key takeaway]
This changed how I think about [topic]."
```
**The Breakdown Thread:**
```
Tweet 1: [What you're analyzing]
"[Company/Person] just [did something].
Here's why it's brilliant (breakdown):"
Tweet 2-6: [Analysis points]
"Insight #1:
[What they did]
[Why it works]
[What you can learn]"
Final tweet: [Summary]
"The takeaway:
[Main lesson]
[CTA or question]"
```
---
### Carousel/Slide Templates
**The Educational Carousel:**
```
Slide 1: [Bold statement or question - the hook]
Slide 2: [Problem setup - why this matters]
Slide 3-8: [One point per slide with visual]
Slide 9: [Summary of key takeaways]
Slide 10: [CTA - follow, save, comment]
```
**Design tips:**
- Large, readable text (remember mobile)
- Consistent visual style
- Progress indicators ("3/10")
- End slide with clear CTA
---
## Content Repurposing System
### The Content Multiplication Framework
One core piece of content → Many platform-specific pieces
**From a blog post:**
```
1 Blog Post (2,000 words)
↓
→ LinkedIn post (key insight)
→ LinkedIn carousel (main points visualized)
→ Twitter thread (broken into thread format)
→ Multiple single tweets (individual points)
→ Instagram carousel
→ Instagram/TikTok Reel (talking head summary)
→ Email newsletter section
→ Podcast talking points
```
**From a podcast episode:**
```
1 Podcast Episode (45 min)
↓
→ Audiogram clips (multiple)
→ Quote graphics
→ Twitter thread (key insights)
→ LinkedIn post (main takeaway)
→ Blog post (transcript + editing)
→ Short video clips (if video recorded)
→ Newsletter summary
```
### Weekly Content Workflow
```
Monday: Create/record core content piece
Tuesday: Edit and publish core content
Wednesday: Repurpose into platform-specific formats
Thursday: Schedule content across platforms
Friday: Engage, respond, analyze performance
Weekend: Light engagement, idea capture
OR
Batch days:
- One day of content creation
- One day of editing/scheduling
- Daily engagement (30 min)
```
---
## Building in Public Strategy
### What is Building in Public?
Sharing your journey — wins, losses, numbers, lessons — as you build your business or product.
### Why It Works
- Creates emotional investment in your success
- Builds trust through transparency
- Generates content naturally from your work
- Attracts people interested in your space
- Creates accountability
### What to Share
**The good:**
- Revenue milestones
- User growth numbers
- Product launches
- Customer wins
- Team additions
**The bad:**
- Failed experiments
- Revenue drops
- Mistakes made
- Hard decisions
- Lessons from failure
**The process:**
- What you're working on
- How you make decisions
- What you're learning
- Behind-the-scenes of building
### Building in Public Content Templates
**The Milestone Update:**
```
[Milestone reached]
Here's the story:
Where we started: [Context]
What we did: [Actions]
Where we are now: [Result]
What's next: [Plans]
[Gratitude or lesson]
```
**The Honest Struggle:**
```
Real talk: [Challenge you're facing]
What happened: [Honest explanation]
What we're doing about it: [Actions]
What I'm learning: [Insight]
Has anyone dealt with something similar?
```
**The Numbers Update:**
```
Monthly update 🧵
[Month] results:
• [Metric]: [Number] ([Change])
• [Metric]: [Number] ([Change])
• [Metric]: [Number] ([Change])
What worked:
[Brief explanation]
What didn't:
[Brief explanation]
Goals for next month:
[What you're focusing on]
```
---
## Engagement Strategy
### The Engagement Multiplier
Posting without engaging is like throwing a party and ignoring your guests.
**Daily engagement routine (30 min):**
```
10 min: Respond to all comments on your posts
10 min: Comment thoughtfully on 5-10 posts from target accounts
5 min: Share/repost interesting content with your take
5 min: Send DMs to new connections or interesting people
```
### Quality Comments
**Bad comments (don't build relationships):**
- "Great post!"
- "This 👆"
- "Agreed"
- "Thanks for sharing"
**Good comments (create connection):**
- Add a new perspective or insight
- Share a relevant experience
- Ask a thoughtful follow-up question
- Respectfully challenge with nuance
### Building Relationships
**The long game:**
1. Identify 20-50 accounts in your space
2. Consistently engage with their content (weeks/months)
3. Share their content with genuine credit
4. Start conversations in DMs
5. Eventually collaborate (podcasts, co-created content)
---
## Analytics and Optimization
### Metrics That Matter
**Vanity metrics (don't obsess):**
- Follower count
- Total likes
- Impressions (unless tracked over time)
**Meaningful metrics:**
- Engagement rate (engagements / impressions)
- Comment quality (are right people engaging?)
- Profile visits
- Link clicks
- DMs received
- Actual conversions from social
### Weekly Review Process
```
Every week, analyze:
Top 3 performing posts:
- What format?
- What topic?
- What hook?
- Why did it work?
Bottom 3 posts:
- What can I learn?
- Should I try again differently?
Engagement trends:
- Best posting times?
- Best content types?
- What topics resonate?
Action items:
- [What to do more of]
- [What to stop doing]
- [What to test]
```
### Content Testing Framework
**Test one variable at a time:**
- Hook type (question vs. bold claim vs. story)
- Post length (short vs. long)
- Format (text vs. carousel vs. video)
- Posting time
- Topic within pillar
**Minimum sample:** 5+ posts per variable before drawing conclusions
---
## Social + Paid Integration
### Organic as Paid Testing Ground
Before spending ad money, test with organic:
- Which hooks get engagement?
- Which topics resonate?
- Which formats work?
- What messaging drives action?
**Workflow:**
1. Post content organically
2. Track performance
3. Turn top performers into ads
4. Use organic engagement as social proof
### Boosting Strategy
**What to boost:**
- Posts with above-average engagement
- Posts with high comment-to-like ratio
- Content that serves your business goals
**What not to boost:**
- Personal posts that don't connect to business
- Controversial content
- Time-sensitive posts after the moment passed
### Retargeting Social Engagers
Create audiences from:
- Video viewers (25%, 50%, 75%, 95%)
- Post engagers
- Profile visitors
- Message openers
Use these for:
- Lead gen campaigns
- Product promotions
- Event signups
- Content distribution
---
## Content Calendar Template
### Weekly Planning Structure
| Day | LinkedIn | Twitter | Instagram |
|-----|----------|---------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Personal story | Quick tips | Stories |
| Wed | Educational framework | Engagement day | Reel |
| Thu | Behind-the-scenes | Thread | Educational |
| Fri | Opinion/POV | Quick hits | BTS Stories |
| Sat | — | Curated RT | UGC |
| Sun | — | Personal | Lifestyle |
### Content Batching Schedule
**Option 1: Weekly batching**
```
Saturday/Sunday: Ideation and research
Monday: Write/create all content
Tuesday: Edit and schedule
Wed-Fri: Engage and optimize
```
**Option 2: Monthly batching**
```
Week 1: Create month's content
Week 2-4: Schedule, engage, adapt
End of month: Review and plan next
```
---
## Questions to Ask
If you need more context:
1. What platform(s) are you focusing on?
2. Who is your target audience (specific)?
3. What's your current following and engagement rate?
4. What content have you tried that worked/didn't work?
5. How much time can you dedicate to social (weekly)?
6. Are you building personal brand, company brand, or both?
7. What's the ultimate goal (leads, sales, awareness)?
---
## Related Skills
- **copywriting**: For writing compelling social copy
- **launch-strategy**: For coordinating social with launches
- **creative-testing-roadmap**: For testing visual content
- **marketing-psychology**: For understanding what drives engagement
- **facebook-ads-creative-tester**: For turning organic into paid
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