content-strategy-and-planning

Q: How do I install content-strategy-and-planning?

Run npx skills add https://github.com/manojbajaj95/claude-gtm-plugin --skill content-strategy-and-planning in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/content-strategy-and-planning/ (personal) or .claude/skills/content-strategy-and-planning/ (project).

by manojbajaj95Marketing & SEO

Unified skill for content strategy and marketing content strategy: content pillars, editorial calendars, keyword research by buyer stage, positioning, messaging hierarchy, trust-building, GEO/AI search optimization, and ROI measurement. Also handles content briefs, SEO briefs, content outlines for writers, on-page SEO optimization, meta descriptions, title tags, keyword density, content research, source discovery, expert sourcing, and information gathering. Use when planning content strategy, creating content briefs for writers, optimizing existing content for SEO, researching topics and sources, or managing editorial operations. Triggers: content strategy, marketing content strategy, content marketing strategy, content planning, editorial calendar, content pillars, messaging hierarchy, content brief, SEO brief, content outline, keyword research, buyer journey content, GEO optimization, AI search optimization, content ROI, content operations, content roadmap, brand messaging, positioni

Installs: 153
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Install

Works with every agent the skills CLI supports.

npx skills add https://github.com/manojbajaj95/claude-gtm-plugin --skill content-strategy-and-planning

01
Install
Run the command in your project. The CLI asks which agents to install for.
02
Describe the task
Ask your agent for something this skill covers. It loads content-strategy-and-planning automatically when relevant.
03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.

SKILL.md

The instructions your agent reads when the skill is triggered.

Content Strategy & Planning

Workspace Context

Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.

Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.

Unified skill combining strategic content planning, positioning, and operational execution frameworks.

When to Use

Planning what content to create and why
Developing content pillars and topic clusters
Building editorial calendars
Creating messaging hierarchy and positioning
Trust-building content strategy
Measuring content ROI
GEO (AI search) optimization planning

Part 1: Strategic Planning

Step 1: Define Business Context

Before planning, gather:

Input	Why It Matters
Product/service description	Maps content to value proposition
Ideal customer profile (ICP)	Determines language, channels, pain points
Primary goal	Traffic, leads, brand awareness, thought leadership
Current content inventory	What's working vs. gaps
Resources available	Writers, budget, time constraints

Step 2: Searchable vs Shareable Framework

Every piece of content must be searchable, shareable, or both. Prioritize in that order.

Searchable content captures existing demand:

Target specific keywords/questions
Match search intent exactly
Use clear titles matching queries
Optimize for AI/LLM discovery

Shareable content creates demand:

Lead with novel insights or data
Challenge conventional wisdom
Tell stories that resonate
Connect to current trends

Step 3: Content Pillars

3-5 core topics your brand owns. Each pillar spawns related content.

Pillar Topic (Hub)
├── Subtopic Cluster 1
│   ├── Article A
│   ├── Article B
│   └── Article C
├── Subtopic Cluster 2
│   ├── Article D
│   └── Article E
└── Subtopic Cluster 3
    ├── Article F
    └── Article G

How to Identify Pillars:

Product-led: What problems does your product solve?
Audience-led: What does your ICP need to learn?
Search-led: What topics have volume in your space?
Competitor-led: What are competitors ranking for?

Step 4: Keyword Research by Buyer Stage

Stage	Intent	Modifiers
Awareness	Learning basics	"what is," "how to," "guide to"
Evaluating	Comparing options	"best," "vs," "alternatives," "comparison"
Decision	Ready to buy	"pricing," "reviews," "demo," "trial"
Implementation	How to use	"templates," "examples," "tutorial," "setup"

Part 2: Positioning & Messaging

Positioning Canvas

## Positioning Canvas

### For [ICP]
Who is this for?

### Who We Are
[Company name] is a [category]

### We Help Them Achieve
[Primary value proposition]

### Unlike [Competitors/Alternatives]
[Key differentiator]

### We Win Because
[1-2 specific advantages]

### Proof Points
- [Metric/result 1]
- [Metric/result 2]
- [Customer quote]

Messaging Hierarchy

Level	Purpose	Example
Brand message	Core positioning	"The AI platform for B2B sales"
Pillar message	Theme-level	"Transform your sales workflow with AI"
Content message	Individual piece	"5 ways AI improves outbound response rates"

Trust Signals Checklist

Build trust before scaling traffic:

Customer evidence (case studies, quotes)
Expert endorsements or credentials
Data-backed claims (specific numbers)
Transparency (methodology, limitations)
Security/compliance proof (if relevant)
Recent updates (dates visible)

Part 3: Editorial Operations

Editorial Calendar Template

## Monthly Content Calendar

### Week 1: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Week 2: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Monthly Goals
- [ ] 8 LinkedIn posts
- [ ] 2 Blog articles
- [ ] 1 Case study
- [ ] __ impressions target
- [ ] __ engagement target

Content Types by Funnel Stage

Content	Stage	Effort	Goal
LinkedIn post	Top	Low	Engagement, brand
Blog post	Top	Low	SEO, awareness
Case study	Mid	Medium	Social proof
Whitepaper	Mid	High	Lead gen
Video	All	Medium	Engagement
Webinar	Mid-Bottom	High	Demand gen

Part 4: GEO (AI Search) Optimization

Content discoverability shifting from websites to AI chat interfaces. Optimize for LLM retrieval.

AIO Principles

Question-first structure — Headers as questions users ask
Quotable statements — Memorable, standalone lines AI can cite
Authority signals — Credentials, data sources, track record
Structured data — Tables, lists, definition blocks
Entity optimization — Consistent terminology, named entities
Freshness signals — Dated statistics, update markers

AIO Checklist

H2 headers are questions or clear topics
First paragraph directly answers the implied question
3-5 standalone quotable statements
Author credentials stated
Statistics include year and source
Publication date visible
Lists and tables for comparative information
FAQ section with common questions

Part 5: ROI Measurement

Content Attribution Framework

Metric	Definition	Tool
Traffic	Page views, unique visitors	GA4
Engagement	Time on page, scroll depth	Hotjar, GA4
Leads	MQLs, SQLs from content	HubSpot, Marketo
Pipeline	Revenue influenced by content	CRM
Revenue	Closed-won from content	CRM

Leading Indicators

Stage	Indicator
Top of funnel	Page views, social shares
Middle	Email signups, resource downloads
Bottom	Demo requests, consultations

ROI Calculation

Content ROI = (Revenue attributed to content - Content cost) / Content cost × 100

Content costs to include:

Creation (writing, design, video)
Distribution (paid promotion)
Tools (CMS, analytics)
Time (internal team hours)

Part 6: Decision Tree

CONTENT STRATEGY QUESTION
    |
    +-> "What content should I create?" --------> CONTENT PILLARS
    |
    +-> "How do I position my product?" --------> POSITIONING
    |
    +-> "What should I say to whom?" ------------> MESSAGING
    |
    +-> "How do I build trust?" ----------------> TRUST SIGNALS
    |
    +-> "What topics have search volume?" ------> KEYWORD RESEARCH
    |
    +-> "How do I measure content impact?" ----> ROI MEASUREMENT
    |
    +-> "How do I show up in AI search?" ------> GEO/AIO PLANNING
    |
    +-> "When do I publish what?" --------------> EDITORIAL CALENDAR
    |
    +-> "How do I create a content brief?" -----> CONTENT BRIEF (Part 7)
    |
    +-> "How do I optimize existing content?" --> ON-PAGE SEO (Part 8)
    |
    +-> "How do I research a topic?" -----------> CONTENT RESEARCH (Part 9)

Part 7: Content Brief Framework

Use when preparing briefs for content writers, documenting SEO requirements, or aligning content with keyword research.

Brief Creation Steps

Keyword Research — Primary + 3-5 secondary; extract People Also Ask questions; note search intent (informational/commercial/transactional)
SERP Analysis — Review top 10 pages; note average word count; identify content format (listicle/guide); find content gaps competitors miss
Outline Creation — H1 with primary keyword; plan H2s for required topics; map keywords to specific sections
Requirements — Word count target (competitor avg +20%); E-E-A-T specs; internal linking targets; readability target (Flesch 60-70)

Content Brief Template

# Content Brief: {Title}

## Target Keyword
- **Primary**: {keyword}
- **Secondary**: {keyword2}, {keyword3}, {keyword4}
- **Questions to Answer**: {PAA questions}

## Search Intent
- **Type**: Informational | Commercial | Transactional
- **User Goal**: {what user wants to accomplish}

## Content Specs
- **Word Count**: {min}-{max} | **Format**: {article/listicle/guide} | **Tone**: {professional/conversational}
- **Target Audience**: {description}

## Required Sections
1. **{H2 Topic}** — {what to cover}
2. **{H2 Topic}** — {what to cover}
3. **{H2 Topic}** — {what to cover}

## E-E-A-T Requirements
- **Experience**: {first-hand examples to include}
- **Expertise**: {depth of coverage, technical accuracy needed}
- **Authority**: {sources to cite, data to include}
- **Trust**: {claims to verify, transparency requirements}

## SEO Checklist
- [ ] Keyword in H1 and first 100 words
- [ ] Meta title: 50-60 chars | Meta description: 150-160 chars with CTA
- [ ] Keyword density 1-2% | Flesch score 60-70
- [ ] 3+ internal links | 1+ external authoritative link

Part 8: On-Page SEO Optimization

Use when optimizing existing content or validating new content against SEO requirements.

Keyword Density

Target: 1-2% (Density = keyword count / total words × 100)
Placement: H1/title (required), first 100 words (required), at least one H2, conclusion
Warning: >3% = stuffing risk; <0.5% = under-optimized

Meta Tag Optimization

Element	Length	Key Rule
Title tag	50-60 chars	Keyword near start; format: `{Keyword} - {Benefit} \| {Brand}`
Meta description	150-160 chars	Include keyword naturally; end with CTA
URL slug	3-5 words	Keyword included; hyphens; lowercase

Heading Hierarchy

H1: Page Title (exactly 1)
+-- H2: Main Section (keyword in at least one H2)
|   +-- H3: Subsection
+-- H2: Main Section
+-- H2: Conclusion

Readability (Flesch Target: 60-70)

Sentences <20 words average | Paragraphs 2-3 sentences max
Active voice | Subheadings every 200-300 words
Replace jargon with plain language | Use bullet points for lists

Optimization Checklist

Keyword in title/H1 and first 100 words
Keyword density 1-2%
Meta title 50-60 chars | Meta description 150-160 chars with CTA
Valid heading hierarchy (H1→H2→H3, no level skips)
3+ internal links | 1+ external authoritative link
Flesch 60-70 | No paragraphs >3 sentences

Part 9: Content Research Workflow

Use when creating authentic, research-backed content or sourcing experts for quotes and citations.

RESEARCH → EXPERTS → IDEATION → CREATION → AIO
   ↓          ↓          ↓          ↓        ↓
 Trends    Real       Unique    Authentic  AI-Citable
 & Data    People     Angles    Content    Structure

Phase 1: Research

Search for recent news (30-90 days), industry reports, emerging trends, and contrarian viewpoints. Use patterns like "[topic] trends 2025", "[topic] statistics report", "[topic] expert predictions". Collect 10-15 key findings, statistics, and trend insights.

Phase 2: Expert Discovery

Find real, verifiable experts from Twitter/X, LinkedIn, publications, podcasts, and academic sources. Validate each: real online presence, actual domain expertise, public statements available, recent activity.

Format quotes: "[Direct quote]" — [Full Name], [Title] at [Company], [Source context]

Phase 3: Ideation

Generate 3-5 content angles incorporating discovered trends and expert perspectives. Evaluate each on: trend relevance, expert fit, uniqueness, actionability. Select the angle with the highest combined score.

Phase 4: Authentic Writing

Use specific details (names, dates, numbers) — avoid vague claims
Integrate expert quotes naturally into the narrative, not as filler blocks
Avoid AI-typical phrases: "In today's world", "It's worth noting", "Let's dive in", "Game-changer"
Verify all quotes have traceable public sources before publishing

For format-specific guidance, see reference files below.

Need	Resource
Writing individual pieces	copywriting-core skill
LinkedIn content	linkedin skill
Blog writing	blog-writing-specialist skill
Deep AIO tactics	references/ai-search-optimization.md
Long-form blog patterns	references/blog-posts.md
Social media formats	references/social-media.md
Press releases & PR	references/press-releases.md

FAQ

What does the content-strategy-and-planning skill do?

How do I install content-strategy-and-planning?

Run npx skills add https://github.com/manojbajaj95/claude-gtm-plugin --skill content-strategy-and-planning in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/content-strategy-and-planning/ (personal) or .claude/skills/content-strategy-and-planning/ (project).

Which AI agents can use content-strategy-and-planning?

Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.

Is content-strategy-and-planning safe to install?

No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.

Who maintains content-strategy-and-planning?

It is published by manojbajaj95 in manojbajaj95/claude-gtm-plugin. It has 153 recorded installs.