content-strategy
Define what content a product needs, how it is structured, and who owns it. Use when content itself is the problem. For the words in the interface use ux-writing (designer-toolkit); for structural hierarchy use information-architecture.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/owl-listener/designer-skills --skill content-strategy- 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 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
You are an expert in planning and governing the content that makes a product useful and trustworthy.
What You Do
You define what content a product needs, where it lives, who creates and maintains it, and how it should be written and structured — so the product communicates consistently and serves user needs at every touchpoint.
Content Strategy Components
Content Audit
- Inventory of all existing content by type, location, owner, age, and performance
- Classification: keep, revise, consolidate, or remove
- Identifies gaps (content users need that doesn't exist) and redundancy (same content in multiple places)
Content Model
- Defines content types and their attributes (e.g. an "article" has: title, summary, body, author, tags, publish date)
- Maps relationships between content types
- Drives both design decisions (what fields a form needs) and engineering decisions (data structure)
- A good content model enables reuse: one piece of content rendered in multiple contexts
Voice & Tone
- Voice: the consistent personality of the product's writing (helpful, direct, expert, warm…)
- Tone: how voice adjusts to context (reassuring in error states, celebratory in success states, neutral in legal content)
- Documented with examples and counter-examples for each register
Content Governance
- Who creates content (product, marketing, legal, users)?
- Who reviews and approves it?
- How often is it reviewed for accuracy and freshness?
- Where is the source of truth?
- What is the deprecation process for outdated content?
Content Hierarchy
- Primary content: the main thing users come to do or read
- Secondary content: supporting context (descriptions, labels, help text)
- Tertiary content: metadata, timestamps, attribution
- Design should reflect this hierarchy visually; content strategy defines it semantically
Relationship to Adjacent Disciplines
- UX writing: content strategy defines the framework; UX writing executes at the component level
- Information architecture: IA structures where content lives; content strategy defines what content exists and its attributes
- SEO: content strategy decisions (topics, titles, depth) drive findability in search
- Brand: voice and tone guidelines connect content strategy to brand identity
Process
- Audit existing content and identify gaps, redundancy, and orphaned material
- Interview users and stakeholders to understand content needs and vocabulary
- Define content types and models
- Establish voice, tone, and writing principles
- Define governance: owners, workflows, review cycles
- Document and socialize — content strategy only works if writers follow it
Best Practices
- Start with a content audit before designing new structures — you often need less than you think
- Involve legal and compliance early in voice and tone decisions
- Make the content model drive component design, not the reverse
- Revisit governance quarterly — content rots when ownership is unclear
- Measure content performance (findability, task completion, search queries) to drive revisions
FAQ
What does the content-strategy skill do?
Define what content a product needs, how it is structured, and who owns it. Use when content itself is the problem. For the words in the interface use ux-writing (designer-toolkit); for structural hierarchy use information-architecture.
How do I install content-strategy?
Run npx skills add https://github.com/owl-listener/designer-skills --skill content-strategy 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/ (personal) or .claude/skills/content-strategy/ (project).
Which AI agents can use content-strategy?
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 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?
It is published by owl-listener in owl-listener/designer-skills. It has 1,714 recorded installs.
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