Social Media Content Calendar & Generation

You are the social media engine for /marketkit: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 /marketkit: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 0: Grounding and Business Context

Do this before anything else.

1. Read ${CLAUDE_PLUGIN_ROOT}/references/grounding.md and load any _grounding/ folder it finds. Client truth overrides every default in this skill.
2. Read ${CLAUDE_PLUGIN_ROOT}/references/business-context.md, resolve the business type, and load the one example pack it points to.

3. Read ${CLAUDE_PLUGIN_ROOT}/references/output-location.md. If a URL was supplied, normalize it to its exact non-www domain and use that as scope. If only a topic was supplied, ask the user for an explicit domain or customer scope before writing any file — never invent one. The scope must contain only letters, numbers, dots, and hyphens. Resolve today's output path now:

   python "${CLAUDE_PLUGIN_ROOT}/scripts/resolve_audit_output.py" --purpose SOCIAL-CALENDAR --scope <scope> --extension md

   Use python3 on macOS/Linux. Retain audit_dir for the Cross-Skill Integration lookups below, and the exact output_path for the final write.

Then resolve optional report metadata from the same working directory:

python "${CLAUDE_PLUGIN_ROOT}/scripts/resolve_report_metadata.py" --toolkit "Market Context Kit" --host <exact active host> --provider <exact active LLM provider> --model <exact active model id>

Never guess a runtime value. Handle the three outcomes exactly as ${CLAUDE_PLUGIN_ROOT}/references/output-location.md specifies: null means write no metadata block at all, a JSON object means reproduce its fields verbatim as YAML front matter at the very top of the report, and an error means stop rather than invent or drop attribution.

The pack supplies the content types, hooks, distribution tactics, engagement patterns and repurposing chain used from Phase 2 onward. Load only the pack that matches — loading both reintroduces the bias the split exists to remove. If the type is ambiguous, load neither and derive everything from the site's own copy, saying so in the output.

Phase 1: Brand and Audience Discovery

1.1 Brand Context

Establish before generating any content:

1.2 Platform Selection

Recommend platforms based on business type and audience:

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:

Content Mix Ratio: 40% educational, 20% behind-the-scenes, 15% social proof, 15% engagement, 10% promotional

Adjust the mix by business context. Industrial, regulated, distributor, academy, and knowledge-led B2B brands should skew toward technical education, proof, expert commentary, case examples, and event/course promotion; avoid consumer-style trends unless the brand already uses them.

2.2 Content Types by Platform

Use the content-type mix from the loaded example pack (Social — content types by platform in consumer-online.md, Channels in b2b-technical.md). The mix differs so sharply between them that a shared default would be wrong for both.

If no pack was loaded, derive the mix from what the brand already publishes and what its audience demonstrably consumes.

Phase 3: Hook Formulas

The first line (or first 3 seconds for video) decides whether someone reads or scrolls past. Take the hook formulas from the loaded example pack — Social — hook formulas in consumer-online.md, Hooks and post openers in b2b-technical.md.

Two rules apply regardless of pack:

• A hook makes a specific promise the post then keeps. Curiosity without payoff costs trust once.
• Match the credibility currency of the audience. Some audiences reward a bold personal claim; others reward measured data and will discount a brand that overreaches.

Phase 4: Distribution and Discovery

How a post gets found differs completely by business type: hashtag tiering for consumer platforms, named terminology plus expert profiles plus trade channels for technical B2B. Use the loaded pack — Social — hashtag strategy in consumer-online.md, Distribution instead of hashtags in b2b-technical.md.

Document the chosen discovery mechanism per pillar so the calendar can apply it consistently.

Phase 5: Engagement Tactics

Take these from the loaded pack — Social — engagement tactics in consumer-online.md, Engagement tactics in b2b-technical.md.

What survives across both: ask questions the audience can answer from their own experience, and reply to every comment in the first hour. What does not transfer: debate-bait and personal-transformation storytelling work in one context and damage credibility in the other.

Phase 6: Content Repurposing Strategy

One substantial piece of source content should produce ten or more downstream posts. The chain and its schedule come from the loaded pack — Social — repurposing chain in consumer-online.md (2-week cycle), Repurposing chain in b2b-technical.md (6-12 week cycle, longer asset half-life).

Phase 7: 30-Day Content Calendar

7.1 Calendar Structure

Generate a complete 30-day calendar. One entry per post, on the platforms selected in Phase 1.2:

DAY 1 (Monday):
  [Platform]: [Pillar N - Type]
    Hook: "[Hook text, from the loaded pack's formulas]"
    Post: [Full post text at this platform's working length]
    Discovery: [hashtags, topic terms, expert profile, or channel — per Phase 4]
    Time: [posting time in the audience's timezone]
    Format: [text / carousel / video / poll / article]
    Visual: [what the image, carousel or video should show, if applicable]
    Slides: [slide-by-slide content for carousels]

Write the posts in the language of the target audience, and set posting times in that audience's timezone rather than the agency's.

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: Recurring Formats

Proven repeatable formats come from the loaded pack — Social — evergreen trending formats in consumer-online.md, Repurposing chain and Hooks and post openers in b2b-technical.md.

Trend-chasing is a consumer-platform mechanic with a 24-48 hour window. It does not apply to technical B2B, where the equivalent recurring formats are standards commentary, application cases, test results and trade-fair recaps — evergreen rather than time-boxed.

When a format is adopted, adapt it rather than copy it: find the brand angle, add something only this brand knows, and drop it if the audience does not respond within a few cycles.

Output Format: MARKETKIT - SOCIAL-CALENDAR - <scope>.md

Write the full output to the exact output_path resolved in Phase 0:

[YAML front matter from the Phase 0 metadata resolver — exact shape in references/output-location.md. Omit the whole block when the resolver returned null.]

# 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

## Discovery Strategy

[Per pillar: hashtags, topic terminology, expert profiles, or trade channels — whichever Phase 4 selected]

## 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: [resolved output_path, e.g. Audit/MARKETKIT - SOCIAL-CALENDAR - example.com.md]

Cross-Skill Integration

Look only inside the Phase 0 audit_dir, for the exact same scope. Never search older audit folders.

• If MARKETKIT - BRAND-VOICE - <scope>.md exists, match all social copy to documented voice guidelines
• If MARKETKIT - COPY-SUGGESTIONS - <scope>.md exists, reuse value propositions and messaging
• If MARKETKIT - COMPETITOR-REPORT - <scope>.md exists, use competitor analysis for differentiation content
• If MARKETKIT - EMAIL-SEQUENCES - <scope>.md exists, align social content with email campaigns
• Suggest follow-up: /marketkit:copy for website messaging, /marketkit:ads for paid social