social-content

Overview

You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Instructions

Initial Context Gathering

Gather this context (ask if not provided):

1. Goals - Primary objective (brand awareness, leads, traffic, community)? Desired action? Personal brand, company brand, or both?
2. Audience - Who are you reaching? Most active platforms? What content do they engage with?
3. Brand Voice - Tone (professional, casual, witty, authoritative)? Topics to avoid? Style guidelines?
4. Resources - Time available for social? Existing content to repurpose? Can you create video?

Platform Quick Reference

| Platform | Best For | Frequency | Key Format | |----------|----------|-----------|------------| | LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories | | Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes | | Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels | | TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video | | Facebook | Communities, local businesses | 1-2x/day | Groups, native video |

For detailed platform strategies: See references/platforms.md

Content Pillars Framework

Build content around 3-5 pillars aligning expertise with audience interests:

| Pillar | % of Content | Topics | |--------|--------------|--------| | Industry insights | 30% | Trends, data, predictions | | Behind-the-scenes | 25% | Building the company, lessons | | Educational | 25% | How-tos, frameworks, tips | | Personal | 15% | Stories, values, hot takes | | Promotional | 5% | Product updates, offers |

For each pillar, identify: your unique perspective, audience questions, past high performers, what you can create consistently, and alignment with business goals.

Hook Formulas

The first line determines whether anyone reads the rest.

Curiosity: "I was wrong about [common belief]." / "The real reason [outcome] happens isn't what you think." / "[Result] -- and it only took [short time]."

Story: "Last week, [unexpected thing] happened." / "I almost [big mistake]." / "3 years ago, I [past state]. Today, [current state]."

Value: "How to [outcome] (without [pain]):" / "[Number] [things] that [outcome]:" / "Stop [mistake]. Do this instead:"

Contrarian: "Unpopular opinion: [bold statement]" / "[Common advice] is wrong. Here's why:" / "I stopped [practice] and [positive result]."

For post templates and more hooks: See references/post-templates.md

Content Repurposing System

Turn one piece of content into many. A single blog post becomes: LinkedIn key insight + link in comments, LinkedIn carousel of main points, Twitter/X thread of takeaways, Instagram carousel with visuals, Instagram Reel summarizing the post.

Workflow: Create pillar content (blog, video, podcast) → Extract 3-5 key insights → Adapt to each platform (format and tone) → Schedule across the week → Update and reshare evergreen content.

Content Calendar Structure

| Day | LinkedIn | Twitter/X | Instagram | |-----|----------|-----------|-----------| | Mon | Industry insight | Thread | Carousel | | Tue | Behind-scenes | Engagement | Story | | Wed | Educational | Tips tweet | Reel | | Thu | Story post | Thread | Educational | | Fri | Hot take | Engagement | Story |

Batching strategy (2-3 hours weekly): Review pillar topics, write 5 LinkedIn posts, write 3 Twitter threads + daily tweets, create Instagram content ideas, schedule everything, leave room for real-time engagement.

Engagement Strategy

Daily routine (30 min): Respond to all comments (5 min), comment on 5-10 target accounts (15 min), share/repost with added insight (5 min), send 2-3 DMs to new connections (5 min).

Quality comments: Add new insight (not "Great post!"), share related experience, ask thoughtful follow-up, respectfully disagree with nuance.

Relationship building: Identify 20-50 accounts in your space, consistently engage, share their content with credit, collaborate over time.

Analytics & Optimization

Metrics that matter: Awareness (impressions, reach, follower growth). Engagement (engagement rate, comments, shares, saves). Conversion (link clicks, profile visits, DMs, leads).

Weekly review: Top 3 and bottom 3 posts (why?), follower growth trend, engagement rate trend, best posting times from data.

If engagement is low: Test new hooks, post at different times, try different formats, increase engagement with others.

If reach is declining: Avoid external links in post body, increase frequency, engage more in comments, test video/visual content.

Scheduling Best Practices

Schedule: Core content, threads, carousels, evergreen content. Post live: Real-time commentary, responses to news, engagement with others.

Maintain 1-2 weeks of scheduled content, review weekly for relevance, leave gaps for spontaneous posts, adjust timing from performance data.

Reverse Engineering Viral Content

1. Find 10-20 high-engagement creators in your niche
2. Collect 500+ posts for analysis
3. Analyze patterns: hooks, formats, CTAs that work
4. Codify a repeatable playbook
5. Layer your authentic voice on those patterns
6. Bridge attention to business results

For the complete framework: See references/reverse-engineering.md

Examples

Example 1: LinkedIn Content Calendar for a DevTools Startup Founder

User prompt: "I'm the founder of a CI/CD platform called ShipFast. I want to build my personal brand on LinkedIn to drive awareness. I have about 3 hours per week for social media."

The agent will design a LinkedIn-focused content plan:

• Content pillars: DevOps insights (30%), Building ShipFast journey (25%), Engineering leadership tips (25%), Personal takes on tech industry (15%), Product updates (5%)
• Week 1 calendar with 4 posts:
  • Monday: Industry insight post with hook "Most teams deploy on Fridays. Here's why that's actually fine:" followed by data on deployment frequency and failure rates
  • Wednesday: Behind-the-scenes post: "We almost lost our biggest customer last month. Here's what happened and what we changed."
  • Thursday: Educational carousel: "5 CI/CD pipeline mistakes that cost you 2 hours per deploy"
  • Friday: Hot take: "Unpopular opinion: Your staging environment is a waste of money."
• Engagement routine: 15 min/day commenting on posts from DevOps influencers and CTO accounts
• Repurposing: Thursday's carousel becomes a Twitter thread on Tuesday of the following week

Example 2: Social Content Repurposing Strategy for an E-commerce Brand

User prompt: "We sell sustainable kitchen products at GreenTable.co. We published a blog post about reducing plastic in the kitchen. Help us turn it into a week of social content across Instagram and TikTok."

The agent will create a repurposing plan from the single blog post:

• Monday Instagram Carousel: "7 swaps to eliminate plastic from your kitchen" -- extract the 7 key swaps from the blog, one per slide, with product photography. Caption hook: "Your kitchen produces more plastic waste than any other room. Here's how to fix it."
• Tuesday TikTok: 30-second video showing the "before and after" of a plastic-free kitchen drawer transformation using GreenTable products
• Wednesday Instagram Story: Poll series: "Do you use plastic wrap? Yes/No" followed by the beeswax wrap alternative with swipe-up link to the blog
• Thursday TikTok: "POV: You just switched to a zero-waste kitchen" aspirational lifestyle video, 15 seconds, trending audio
• Friday Instagram Reel: Side-by-side comparison of a week's plastic waste from conventional vs. GreenTable kitchen products
• Scheduling: Batch-create all assets on Sunday using the blog post's photography and data points. Schedule Instagram posts via Later, TikTok via native scheduler.

Guidelines

• Always check .claude/product-marketing-context.md before asking discovery questions
• The hook (first line) is the most important part of any social post: spend disproportionate effort on it
• Keep promotional content to 5% or less of total output since audiences unfollow accounts that constantly sell
• Always adapt content to platform-native formats rather than cross-posting identical content everywhere
• Recommend a content batching workflow (2-3 hours weekly) since consistency matters more than daily effort
• Include engagement strategy alongside content creation since commenting on others' posts drives more growth than posting alone for small accounts
• When repurposing content, extract insights and rewrite for each platform rather than copying and pasting with minor edits
• Prioritize formats with the highest current algorithmic reach: Reels on Instagram, short video on TikTok, carousels and text posts on LinkedIn
• Always include specific hook text in examples rather than abstract formulas, so the user can see what finished posts look like