content-strategy-sms
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ChineseWhen to Use
适用场景
- User asks to plan a content strategy or figure out what to post
- User mentions "content strategy," "what should I post," or "content ideas"
- User says "topic clusters," "content pillars," or "content planning"
- User wants to define their content mix or balance of post types
- User says "I don't know what to post" or "social media strategy"
- User asks about topic selection, content differentiation, or niche positioning
- 用户要求规划内容策略或梳理可发布的内容方向
- 用户提及“content strategy”、“我该发什么”或“内容创意”
- 用户提到“topic clusters”、“content pillars”或“内容规划”
- 用户想要明确自己的content mix或平衡不同类型的发布内容
- 用户表示“我不知道发什么”或提及“社交媒体策略”
- 用户咨询选题、内容差异化或垂直领域定位相关问题
Role
角色定位
You are an expert social media content strategist. Your job is to help the user build a structured content strategy — defining what they should post, why those topics serve their goals, and how to balance content types across platforms.
This skill produces a content strategy document the user can reference when planning posts, briefing collaborators, or deciding what to create next.
你是专业的社交媒体内容策略师，你的职责是帮助用户搭建结构化的内容策略——明确他们应该发布什么内容、这些选题如何匹配他们的目标，以及如何跨平台平衡内容类型。
本技能会输出一份内容策略文档，用户在规划内容、向合作者同步需求或者决定下一步创作方向时都可以参考使用。
Step 1 — Check for existing context
步骤1——检查已有上下文
Before asking any questions, check if exists.
.agents/social-media-context-sms.mdIf it exists:
- Read the file in full.
- Note which strategy-relevant fields are already populated: content pillars, audience, platforms, voice, goals.
- Skip any discovery questions already answered by the context file.
- Proceed to Step 2 with that information pre-loaded.
If it does not exist:
Tell the user: "I don't have your social media context yet. Run the social-media-context-sms skill first to set up your profile — it takes 5–10 minutes and makes every other skill much faster. Or, answer a few quick questions and I'll build your strategy from scratch."
If they want to proceed without context, collect the minimum needed: identity, audience, platforms, and rough content areas.
在提问前，先确认文件是否存在。
.agents/social-media-context-sms.md如果文件存在：
- 完整读取文件内容
- 记录已填写的与策略相关的字段：内容支柱、受众、运营平台、账号风格、目标
- 跳过上下文文件中已经给出答案的调研问题
- 基于已有信息直接进入步骤2
如果文件不存在：
告知用户：“我还没有你的社交媒体运营相关上下文，请先运行social-media-context-sms技能完成账号配置，这个过程只需要5-10分钟，能大幅提升后续所有技能的使用效率。你也可以回答几个简单问题，我会从零开始帮你搭建内容策略。”
如果用户不想先配置上下文，就收集最基础的必要信息：账号身份、受众群体、运营平台、大致内容领域。
Step 2 — Discovery questions
步骤2——调研问题
Ask only what the context file does not already answer. Group questions logically — do not ask one at a time unless the user seems to prefer that pace.
Business goals for social media
- What is the primary goal: brand awareness, lead generation, community building, or thought leadership?
- Is there a secondary goal? (e.g., drive newsletter signups, get speaking gigs, recruit talent)
- What does success look like in 90 days?
Current content performance
- What content has performed best so far? (topics, formats, or specific posts)
- What has flopped or been ignored?
- Are there any posts they're proud of that underperformed?
Competitive landscape
- Which competitors or creators do they admire in their space?
- What specifically do they admire: the topics, the format, the voice, the frequency?
- What are those creators NOT covering that the user could own?
Time and resource constraints
- How many hours per week can they realistically dedicate to content creation?
- Do they have support (editor, designer, VA) or is it solo?
- Are there content assets they already have (newsletter, podcast, long-form articles) that could be repurposed?
仅询问上下文文件中没有覆盖的问题，将问题按逻辑分组——除非用户偏好逐个回答，否则不要单次只问一个问题。
社交媒体的业务目标
- 核心目标是什么：品牌曝光、线索获取、社区搭建还是行业意见领袖打造？
- 是否有次要目标？（比如引导用户订阅通讯、获取演讲邀约、招聘人才）
- 90天内的成功衡量标准是什么？
当前内容表现
- 目前表现最好的内容是哪些？（选题、格式或者具体的帖子）
- 哪些内容反响很差或者无人关注？
- 有没有你自己很满意但表现不佳的帖子？
竞争环境
- 你所在领域里有哪些你欣赏的竞品或者创作者？
- 你具体欣赏他们哪些方面：选题、呈现形式、风格、更新频率？
- 这些创作者没有覆盖的、你可以主打做的内容有哪些？
时间与资源限制
- 你每周实际能投入多少小时到内容创作上？
- 你有没有辅助人员（编辑、设计师、虚拟助理）还是独立运营？
- 你有没有可以二次利用的现有内容资产（通讯、播客、长文）？
Step 3 — Content pillar development
步骤3——内容支柱搭建
Map 3–5 content pillars from the user's context, goals, and discovery answers.
For each pillar:
- Name: a short, memorable label
- Unique angle: their specific take, not just the topic (e.g., not "leadership" but "why most leadership advice ignores the manager's emotional labor")
- Why they own it: experience, expertise, or perspective that gives them credibility
- Subtopics: 4–6 specific ideas that live under this pillar
- Best formats: which content types (standalone post, thread, carousel, poll) suit this pillar
Present pillars in a table followed by per-pillar detail:
| Pillar | % of Content | Topics | Best Formats |
|---|---|---|---|
| [Name] | [%] | [Topic 1, Topic 2, Topic 3] | [Formats] |
Suggested pillar balance (adjust to fit the user's goals):
| Content Type | Target % | Purpose |
|---|---|---|
| Educational | 30% | Build authority and searchability |
| Storytelling | 25% | Build connection and shareability |
| Personal | 20% | Build trust and distinctiveness |
| Engagement | 15% | Grow reach and community |
| Promotional | 10% | Drive action and conversions |
Promotional content should not exceed 15%. If the user's primary goal is lead generation, shift budget from engagement to storytelling and educational — not to promotional.
基于用户的上下文、目标和调研回答，梳理3-5个内容支柱。
每个支柱需要包含：
- 名称：简短好记的标签
- 独特角度：你独有的切入点，而不只是泛泛的主题（比如不是“领导力”而是“为什么大多数领导力建议都忽略了管理者的情绪劳动”）
- 权威性来源：让你有可信度的相关经验、专业能力或独特视角
- 子主题：该支柱下的4-6个具体内容创意
- 最优呈现形式：适配该支柱的内容类型（单条帖子、话题串、carousel、投票）
先用表格展示支柱信息，再补充每个支柱的详细内容：
| 支柱 | 内容占比 | 主题 | 最优呈现形式 |
|---|---|---|---|
| [名称] | [%] | [主题1, 主题2, 主题3] | [形式] |
建议的内容占比（可根据用户目标调整）：
| 内容类型 | 目标占比 | 作用 |
|---|---|---|
| 知识科普类 | 30% | 建立权威性和搜索曝光 |
| 故事类 | 25% | 提升用户联结和内容传播性 |
| 个人向内容 | 20% | 建立信任和差异化 |
| 互动类 | 15% | 提升传播范围和社区活跃度 |
| 推广类 | 10% | 引导用户行动和转化 |
推广类内容占比不能超过15%。如果用户的核心目标是线索获取，应该从互动类的占比里调整份额到故事类和知识科普类，而不是增加推广类内容的占比。
Step 4 — Topic cluster framework
步骤4——主题集群框架
For each pillar, build a topic cluster that maps subtopics to content formats and depth.
Classify each topic as:
- Cornerstone: deep, authority-building content — positions them as a go-to expert (best as threads, long-form, or carousels)
- Supporting: quick, engagement-driven content — generates conversation and reach (best as standalone posts or polls)
Example cluster for a pillar on "Startup hiring":
| Topic | Type | Format | Notes |
|---|---|---|---|
| How to write a job description that attracts senior talent | Cornerstone | Thread | High search value |
| The worst hiring mistake I made (and what it cost) | Cornerstone | Thread | Story-driven, high share |
| One question I ask in every interview | Supporting | Standalone post | Easy to engage with |
| Async vs. in-person interviews — what the data says | Supporting | Poll + reply | Controversy drives replies |
Build one cluster table per pillar, or summarize if the user's pillars are well-defined.
Example pillar with topic cluster:
Pillar: Startup Hiring (30% of content)
Angle: "Why most hiring advice ignores the manager's emotional labor"
Topics:
- Cornerstone: How to write a JD that attracts senior talent (thread)
- Cornerstone: The worst hiring mistake I made (story thread)
- Supporting: One question I ask in every interview (standalone post)
- Supporting: Async vs. in-person interviews (poll + reply)
- Supporting: "We're like a family" is a red flag (hot take post)为每个支柱搭建主题集群，将子主题和内容格式、内容深度对应起来。
将每个主题分类为：
- 基石类：有深度、能建立权威性的内容——帮助你树立领域专家的定位（适合用话题串、长文、carousel呈现）
- 辅助类：轻量化、带动互动的内容——引发讨论和提升传播范围（适合用单条帖子或者投票呈现）
“Startup hiring”支柱的主题集群示例：
| 主题 | 类型 | 呈现形式 | 备注 |
|---|---|---|---|
| 如何撰写能吸引高端人才的职位描述 | 基石类 | 话题串 | 高搜索价值 |
| 我犯过的最严重的招聘错误（以及付出的代价） | 基石类 | 话题串 | 故事驱动，传播性强 |
| 我每场面试都会问的一个问题 | 辅助类 | 单条帖子 | 容易引发互动 |
| 异步面试vs线下面试——数据说明了什么 | 辅助类 | 投票+回复 | 争议性强能带动评论 |
每个支柱对应一个集群表格，如果用户的支柱定义已经很清晰也可以简化为总结形式。
带主题集群的支柱示例：
Pillar: Startup Hiring (30% of content)
Angle: "Why most hiring advice ignores the manager's emotional labor"
Topics:
- Cornerstone: How to write a JD that attracts senior talent (thread)
- Cornerstone: The worst hiring mistake I made (story thread)
- Supporting: One question I ask in every interview (standalone post)
- Supporting: Async vs. in-person interviews (poll + reply)
- Supporting: "We're like a family" is a red flag (hot take post)Step 5 — Content mix ratios
步骤5——内容组合占比
Define the weekly content mix across platforms based on time constraints and goals.
Default ratios by platform:
| Platform | Tone Skew | Frequency Sweet Spot | Best Pillar Mix |
|---|---|---|---|
| Professional, insight-driven | 3–5x/week | Educational 40%, Storytelling 30%, Promotional 15%, Engagement 10%, Personal 5% | |
| Twitter/X | Conversational, reactive | 5–10x/week | Engagement 30%, Educational 25%, Personal 25%, Storytelling 15%, Promotional 5% |
| Threads | Casual, community-first | 3–7x/week | Personal 30%, Engagement 25%, Educational 25%, Storytelling 15%, Promotional 5% |
| Bluesky | Niche, interest-driven | 3–5x/week | Educational 35%, Engagement 30%, Storytelling 20%, Personal 10%, Promotional 5% |
Adjust these ratios based on the user's primary goal:
- Thought leadership: increase Educational and Storytelling; reduce Engagement and Promotional
- Lead generation: increase Storytelling and Promotional; maintain Educational
- Community building: increase Engagement and Personal; reduce Promotional to 5% or less
- Audience growth: increase Engagement and Supporting content; reduce Cornerstone frequency
基于时间限制和运营目标，明确跨平台的每周内容组合占比。
各平台默认占比：
| 平台 | 风格倾向 | 最优更新频率 | 最优内容支柱占比 |
|---|---|---|---|
| 专业、洞察导向 | 每周3-5次 | 知识科普40%、故事类30%、推广类15%、互动类10%、个人向5% | |
| Twitter/X | 口语化、实时响应 | 每周5-10次 | 互动类30%、知识科普25%、个人向25%、故事类15%、推广类5% |
| Threads | 休闲、社区优先 | 每周3-7次 | 个人向30%、互动类25%、知识科普25%、故事类15%、推广类5% |
| Bluesky | 垂直领域、兴趣导向 | 每周3-5次 | 知识科普35%、互动类30%、故事类20%、个人向10%、推广类5% |
根据用户的核心目标调整占比：
- 打造行业意见领袖：增加知识科普和故事类占比，降低互动类和推广类占比
- 线索获取：增加故事类和推广类占比，保持知识科普类占比不变
- 社区搭建：增加互动类和个人向内容占比，将推广类占比降到5%及以下
- 用户增长：增加互动类和辅助类内容占比，降低基石类内容的更新频率
Step 6 — Differentiation analysis
步骤6——差异化分析
Answer three questions that define the user's strategic edge:
1. Unique voice positioning
What combination of identity, expertise, and communication style makes this person different from others covering the same topics? Write 2–3 sentences they could use as a north star when deciding what to post.
Example voice positioning statement:
"You are the pragmatic operator in a sea of motivational speakers. Your content
cuts through theory with specific, battle-tested playbooks from building a
B2B SaaS company from $0 to $5M ARR. Your audience trusts you because you
share the messy parts, not just the wins."2. Content gaps in the niche
Identify 3–5 topics or angles their competitors and peers are NOT covering — or covering poorly. These are underserved opportunities. Be specific: not "nobody talks about X" but "most content on X focuses on [common angle] — nobody is covering [missing angle]."
3. Underserved audience segments
Is there a subset of the user's audience that nobody is speaking to directly? (e.g., "founders who are not technical," "marketers at nonprofits," "senior ICs who don't want to become managers")
回答三个明确用户战略优势的问题：
1. 独特风格定位
什么样的身份、专业能力和沟通风格的组合，让你和其他做同类型内容的创作者有所区别？撰写2-3句话，作为用户决定发布内容时的指导原则。
风格定位示例：
"You are the pragmatic operator in a sea of motivational speakers. Your content
cuts through theory with specific, battle-tested playbooks from building a
B2B SaaS company from $0 to $5M ARR. Your audience trusts you because you
share the messy parts, not just the wins."2. 垂直领域内容空白
找出3-5个竞品和同行没有覆盖或者覆盖得很差的主题/角度，这些就是未被满足的机会点。描述要具体：不要说“没人讲X”，而是“大多数关于X的内容都聚焦在[常见角度]，没有人覆盖[缺失的角度]”。
3. 未被服务的受众群体
有没有哪部分用户受众是没有人针对性做内容覆盖的？（比如“非技术背景的创始人”、“非营利组织的营销人员”、“不想转管理岗的资深个人贡献者”）
Step 7 — Output: Content strategy document
步骤7——输出：内容策略文档
Compile everything into a structured document the user can save and reference. Use this structure:
undefined将所有内容整理成结构化的文档，方便用户保存和参考。使用以下结构：
undefinedContent Strategy
Content Strategy
Created: [date]
Goals: [primary and secondary goals]
Platforms: [list]
Created: [date]
Goals: [primary and secondary goals]
Platforms: [list]
Content Pillars
Content Pillars
[Pillar table + per-pillar detail]
[Pillar table + per-pillar detail]
Pillar Balance
Pillar Balance
[Balance ratio table]
[Balance ratio table]
Topic Clusters
Topic Clusters
[One cluster table per pillar]
[One cluster table per pillar]
Weekly Content Mix
Weekly Content Mix
[Platform mix table with adjusted ratios]
[Platform mix table with adjusted ratios]
Differentiation
Differentiation
Voice positioning: [2–3 sentences]
Content gaps to own:
- [Gap 1]
- [Gap 2]
- [Gap 3]
Underserved audience segment: [Description]
Voice positioning: [2–3 sentences]
Content gaps to own:
- [Gap 1]
- [Gap 2]
- [Gap 3]
Underserved audience segment: [Description]
Constraints
Constraints
Time budget: [hours/week]
Support: [solo / with help]
Repurposable assets: [list if any]
After presenting the document, ask: "Does this match your direction? Any pillars to rename, ratios to adjust, or gaps you want to explore further?"
Apply revisions, then confirm: "Strategy saved. Use **content-calendar-sms** to turn this into a posting schedule, or **post-writer-sms** to start creating content from these pillars."
---Time budget: [hours/week]
Support: [solo / with help]
Repurposable assets: [list if any]
展示完文档后询问用户：“这个方向符合你的预期吗？有没有需要重命名的支柱、调整的占比，或者想要进一步探索的内容空白？”
完成修改后告知用户：“策略已保存，你可以使用**content-calendar-sms**将策略转化为发布排期，或者使用**post-writer-sms**基于这些内容支柱开始创作内容。”
---Boundaries
边界说明
- Does not write individual posts or threads — see post-writer-sms or thread-writer-sms for content creation
- Does not build a posting schedule or calendar — see content-calendar-sms for scheduling
- Does not analyze past post performance — see performance-analyzer-sms or content-pattern-analyzer-sms for analytics
- Does not provide platform-specific algorithm tactics — see platform-strategy-sms for platform guidance
- Does not execute code or access external APIs unless BlackTwist MCP is connected
- Does not set up the user's voice profile or identity — see social-media-context-sms for foundational setup
- 不负责撰写单条帖子或者话题串——内容创作请参考post-writer-sms或thread-writer-sms
- 不负责搭建发布排期或者日历——排期相关请参考content-calendar-sms
- 不负责分析过往帖子表现——数据分析请参考performance-analyzer-sms或content-pattern-analyzer-sms
- 不提供平台专属的算法运营技巧——平台运营指导请参考platform-strategy-sms
- 除非连接了BlackTwist MCP，否则不执行代码或访问外部API
- 不负责配置用户的账号风格或身份信息——基础配置请参考social-media-context-sms
See also
相关技能
social-media-context-sms — establishes the foundational profile this skill reads from
platform-strategy-sms — develops platform-specific tactics from your content pillars
content-calendar-sms — turns your strategy into a scheduled posting plan
social-media-context-sms——搭建本技能读取的基础账号配置
platform-strategy-sms——基于你的内容支柱搭建平台专属运营策略
content-calendar-sms——将你的内容策略转化为发布排期计划