Playbook
Content Calendar
A monthly or weekly content calendar.
Use it in three steps
- 1
Copy the prompt
One click copies a version that works on its own in any chat. It tells the AI to ask about your business first and to cover anything the original setup files would have provided.
↓ Download as a .md file↓ Original files (.zip)
If your AI app limits pasted text, attach the .md file to your chat. The .zip holds the original files for Claude Code and other agent tools. How to use the lab
- 2
- 3
Answer its questions
The AI will ask about your product, audience, and goal. Answer in a few plain sentences, then ask for the deliverable you need. Specific answers produce specific work.
Read the full playbook
Global Content Calendar
Plan a 30-day multi-channel content calendar with funnel ratios, content pillars, source-type mix, and AI scoring before publishing.
Step 0 — Read context file
Before generating the calendar, read .agents/product-marketing-context-global.md for:
- Brand voice & tone
- Active channels and follower base
- Region (drives optimal posting times and channel mix)
- Currency (drives any monetary CTA framing)
If the file is missing, ask the user to run product-marketing-context-global first.
Information gathering
Ask the user up to 4 questions before starting:
- Product / service? Industry, core USP, price tier.
- Active channels? List channels (TikTok, Instagram, Facebook, YouTube, LinkedIn, X, Email, Blog, Podcast) with current follower / subscriber counts.
- Goal this month? Grow followers / grow inbound messages / grow orders / launch a new product / seasonal campaign?
- Content resources? How many people produce content? Can you record video? Do you have UGC / testimonials available?
Calendar principles
1. Funnel distribution
| Funnel stage | Share | Goal | Content type |
|---|---|---|---|
| TOFU (Awareness) | 40% | Attract new viewers | Trends, tips, POV, behind-the-scenes, pain points |
| MOFU (Consideration) | 35% | Build trust, persuade | Case study, review, comparison, process, FAQ |
| BOFU (Conversion) | 15% | Close the order | Offer, deal, countdown, retarget, livestream |
| Retention | 10% | Retain existing customers | VIP content, referral, community, re-engagement |
2. Content pillar balance
Every brand needs 3–5 pillars. Audit balance weekly.
| Pillar | Recommended share | This week's count |
|---|---|---|
| Education | 30–35% | [count] / [total] = [%] |
| Inspiration | 20–25% | [count] / [total] = [%] |
| Entertainment | 20–25% | [count] / [total] = [%] |
| Selling | 10–15% | [count] / [total] = [%] |
| Community | 5–10% | [count] / [total] = [%] |
Rule: If any pillar drifts more than 10% from its target, rebalance the following week.
3. Source-type mix
| Source type | Share | Description |
|---|---|---|
| FGC (Founder Generated) | 25–30% | Founder / expert content — highest trust |
| Brand Content | 30–35% | Official brand assets |
| UGC (User Generated) | 20–25% | Customer-created — social proof |
| EGC (Employee Generated) | 10–15% | Team-created — authentic culture |
Content matrix — generate ideas at scale
Content matrix method. Universal, works in any market.
Multiply your content pillars by 8 formats to generate 24–40 ideas in one sitting.
8 content formats
| # | Format | Description | Example |
|---|---|---|---|
| 1 | How-to | Teach a specific skill, step by step | "3 steps to set up a Meta Pixel correctly" |
| 2 | Inspiration | Success stories, overcoming obstacles | "From 0 to 50K followers in 6 months — true story" |
| 3 | Analysis | Explain why, how a mechanism works | "Why expensive ads still produce no orders — root cause analysis" |
| 4 | Contrarian | Challenge a common belief | "Running more ads is NOT how you grow orders" |
| 5 | Observation | Hidden trends, things others miss | "Something is happening on TikTok Shop that few notice" |
| 6 | X vs Y | Compare 2 tools / approaches / strategies | "Meta Ads vs TikTok Ads: which industries pick which?" |
| 7 | Now vs Future | Predictions, upcoming trends | "Marketing 2025 vs 2026: 5 big shifts" |
| 8 | List | Tips, mistakes, lessons, tools | "7 most common ad mistakes SMBs make" |
How to use
- Pull 3–5 brand content pillars (from
product-marketing-context-globalor by asking) - Build a grid: pillars (rows) × 8 formats (columns) = 24–40 ideas
- Each cell holds a specific headline — never generic ("Marketing" is wrong, "3 ways to cut CPMess below $5" is right)
- Pick the 15 strongest ideas → fill them into the weekly calendar
Content matrix template
| Pillar \ Format | How-to | Inspiration | Analysis | Contrarian | Observation | X vs Y | Now vs Future | List |
|-----------------|--------|-------------|----------|------------|-------------|--------|---------------|------|
| [Pillar 1] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 2] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 3] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 4] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
Tip: Run the matrix once per month → bank 32+ ideas. You will never run dry.
Content repurposing matrix — 1:7 ratio
Every source asset spawns at least 7 derivatives.
Repurposing table
| # | Source asset | Derivative | Target channel | Length / size | Production time |
|---|---|---|---|---|---|
| 1 | Long video (3–5 min) | Original | YouTube | 3–5 min | 2–4h |
| 2 | Short clip #1 (hook) | TikTok | 15–30s | 15 min | |
| 3 | Short clip #2 (key tip) | Reels | 15–30s | 15 min | |
| 4 | Short clip #3 (outcome) | TikTok / Shorts | 15–30s | 15 min | |
| 5 | Carousel (5–7 slides) | Instagram, LinkedIn | 5–7 images | 30 min | |
| 6 | SEO blog post | Website | 800–1500 words | 1–2h | |
| 7 | Email newsletter | Email list | 300–500 words | 30 min | |
| 8 | 3 quote cards | Story, Threads, X | 1 image / card | 15 min | |
| 9 | Audio snippet | Podcast feed / OA voice | 1–2 min | 10 min |
Repurposing workflow
Day 1: Record / write source asset
Day 1: Cut short clips (3 clips, 45 min)
Day 2: Build carousel + quote cards (45 min)
Day 2: Write blog post from source (1–2h)
Day 3: Send email newsletter (30 min)
Day 3–7: Schedule derivatives across channels
Optimal posting times — region note
Posting times shift by region. The defaults below cover the global average. Override per region using product-marketing-context-global.
Global default windows (local time)
| Channel | Mon–Fri | Saturday | Sunday | Notes |
|---|---|---|---|---|
| TikTok | 7:00–9:00, 12:00–13:00, 19:00–22:00 | 10:00–12:00, 19:00–22:00 | 10:00–12:00, 19:00–22:00 | Peak: 20:00–21:00 |
| 7:00–9:00, 12:00–14:00, 18:00–20:00 | 9:00–11:00, 18:00–20:00 | 10:00–12:00 | Peak: 12:00–13:00 | |
| 8:00–10:00, 13:00–15:00, 19:00–21:00 | 9:00–11:00, 19:00–21:00 | 10:00–13:00 | Peak: 13:00, 20:00 | |
| 7:30–9:00, 11:30–13:30, 17:00–18:30 | Skip / low | Skip / low | B2B: Tue/Wed/Thu best | |
| YouTube | 17:00–22:00 | 14:00–17:00 | 14:00–17:00 | Long videos — weekends stronger |
| X (Twitter) | 8:00–10:00, 12:00–13:00, 17:00–19:00 | 9:00–11:00 | 10:00–12:00 | Peak: 9:00 weekdays |
| 8:00–10:00, 14:00–15:00 | Skip | Skip | Tue + Thu best for B2B, Wed for B2C | |
| Blog / SEO | Any | Any | Any | 2–4 posts / week, indexes in 1–3 days |
Region notes (set in foundation skill)
- US: Time zones split (ET / CT / PT) — schedule to dominant audience zone. LinkedIn strong for B2B SaaS.
- EU: Strict GDPR — confirm consent for email. CET / GMT split. LinkedIn strong DACH region.
- SEA: TikTok dominates, LINE / Zalo / WhatsApp are messenger-of-record. Mobile-first, evening peak 19:00–22:00.
- LATAM: WhatsApp + TikTok + Instagram primary. Spanish + Portuguese require localised copy. Late-evening engagement (21:00–23:00).
- APAC ex-China: Mix of Instagram, TikTok, LINE (Japan / Taiwan), KakaoTalk (Korea). Localisation required.
- MENA: Snap + TikTok + Instagram. Friday is weekend — adjust scheduling.
Seasonal peaks (universal)
| Season | Notes | Adjustment |
|---|---|---|
| Q4 (Black Friday / Cyber Monday) | CPM spikes 30–50%, engagement up | Pre-warm audience 2 weeks early, pre-schedule content |
| End-of-year holidays | E-commerce, education, gifting peak | Higher CPMs through Dec |
| Back-to-school (Aug–Sep, Northern Hemisphere) | Education, edtech, productivity tools spike | Education content surge |
| Summer (Jun–Aug N. Hemisphere) | F&B, travel, leisure surge | Leisure-themed content |
| Region-specific (Lunar New Year, Ramadan, Diwali) | Local cultural moments | Plan 2–3 weeks in advance, localise content |
AI content scoring
Score every piece before publishing (0–10 scale):
| Criterion | Weight | Score (1–10) | Score × weight |
|---|---|---|---|
| Hook (first 3 seconds — does it stop the scroll?) | 25% | [score] | |
| Relevance (does it match the target customer insight?) | 20% | [score] | |
| Value (what does the viewer take away?) | 20% | [score] | |
| CTA (clear and action-driving?) | 15% | [score] | |
| Visual (image / video quality?) | 10% | [score] | |
| Brand consistency (correct tone, colours?) | 10% | [score] | |
| Total | 100% | [total] / 10 |
Publishing thresholds:
- 8–10: Publish now, consider boosting with paid
- 6–7.9: Publish with minor edits
- 4–5.9: Rewrite hook or CTA before publishing
- <4: Do not publish, redo
Weekly calendar template
Week [number] — [start date] to [end date]
| Date | Day | Channel | Time | Format | Funnel | Pillar | Topic | Hook / headline | CTA | Source type | Owner | Status |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| [date] | Mon | TikTok | 20:00 | Video 30s | TOFU | Education | [topic] | [hook 3s] | [CTA] | FGC | [name] | Draft / Done / Posted |
| [date] | Mon | 12:00 | Carousel | MOFU | Inspiration | [topic] | [headline] | [CTA] | Brand | [name] | ||
| [date] | Tue | TikTok | 12:00 | Video 15s | TOFU | Entertainment | [topic] | [hook] | [CTA] | EGC | [name] | |
| [date] | Tue | 09:00 | Newsletter | MOFU | Education | [topic] | [subject line] | [CTA] | Brand | [name] | ||
| [date] | Wed | TikTok | 20:00 | Video 30s | MOFU | Inspiration | [topic] | [hook] | [CTA] | UGC | [name] | |
| [date] | Wed | 20:00 | Video 60s | BOFU | Selling | [topic] | [headline] | [CTA] | Brand | [name] | ||
| [date] | Thu | TikTok | 12:00 | Video 15s | TOFU | Education | [topic] | [hook] | [CTA] | FGC | [name] | |
| [date] | Thu | 08:30 | Offer | BOFU | Selling | [topic] | [subject line] | [CTA] | Brand | [name] | ||
| [date] | Thu | 09:00 | Post | MOFU | Education | [topic] | [headline] | [CTA] | FGC | [name] | ||
| [date] | Fri | TikTok | 20:00 | Video 30s | TOFU | Entertainment | [topic] | [hook] | [CTA] | EGC | [name] | |
| [date] | Fri | 12:00 | Post | MOFU | Education | [topic] | [headline] | [CTA] | Brand | [name] | ||
| [date] | Sat | TikTok | 20:00 | Video 30s | MOFU | Inspiration | [topic] | [hook] | [CTA] | UGC | [name] | |
| [date] | Sat | 18:00 | Reels | TOFU | Entertainment | [topic] | [hook] | [CTA] | FGC | [name] | ||
| [date] | Sun | TikTok | 20:00 | Video 15s | TOFU | Education | [topic] | [hook] | [CTA] | FGC | [name] | |
| [date] | Sun | Blog | -- | Post | MOFU | Education | [topic] | [SEO title] | [CTA] | Brand | [name] |
Weekly balance check
| Item | Plan | Actual | On ratio? |
|---|---|---|---|
| Funnel: TOFU | 40% (6 posts) | [count] | Yes / No |
| Funnel: MOFU | 35% (5 posts) | [count] | |
| Funnel: BOFU | 15% (2 posts) | [count] | |
| Funnel: Retention | 10% (2 posts) | [count] | |
| Pillar: Education | 30–35% | [count] | |
| Pillar: Inspiration | 20–25% | [count] | |
| Pillar: Entertainment | 20–25% | [count] | |
| Pillar: Selling | 10–15% | [count] | |
| Pillar: Community | 5–10% | [count] | |
| Source: FGC | 25–30% | [count] | |
| Source: Brand | 30–35% | [count] | |
| Source: UGC | 20–25% | [count] | |
| Source: EGC | 10–15% | [count] |
Recommended posting frequency by channel
| Channel | Minimum | Recommended | Optimal | Notes |
|---|---|---|---|---|
| TikTok | 3 videos / week | 5–7 videos / week | 1–2 videos / day | More posts = more data to optimise |
| 3 posts / week | 4–5 posts / week | 1 post / day | Reels prioritised | |
| 3 posts / week | 4–5 posts / week | 1 post / day | Mix video + carousel + text | |
| 2 posts / week | 3–4 posts / week | 1 post / weekday | B2B: longer-form posts win | |
| X (Twitter) | 5 / week | 1–2 / day | 3–5 / day | Threads + replies drive reach |
| YouTube | 1 video / week | 1–2 videos / week | 2 videos / week | Quality > quantity |
| 1 email / week | 2 emails / week | 2 emails / week | Beyond this risks spam complaints | |
| Blog / SEO | 1 post / week | 2–4 posts / week | 1 post / day | SEO compounds over time |
Cross-reference
| When you need | Call skill |
|---|---|
| Script for a TikTok video in this calendar | 04-script-video-global |
| Ad copy for a Facebook post in this calendar | (use ad copy skill if available) |
| Insights to pick topics | 09-customer-insight-global |
| Overall plan that contains this calendar | 00-marketing-plan-global |
| Campaign-specific calendar | 02-campaign-brief-global |
Examples — diversified regions
Example A — US B2B SaaS
- 4 channels: LinkedIn (primary), X / Twitter, YouTube, Email newsletter
- 12 posts / week: LinkedIn 4 + X 3 + YouTube 1 + Email 2 + Blog 2
- Mix: Education 40%, Inspiration 20%, Analysis 25%, Selling 15%
Example B — EU DTC apparel
- 5 channels: Instagram, TikTok, Pinterest, Email, Blog
- 18 posts / week: IG 5 + TikTok 7 + Pinterest 3 + Email 2 + Blog 1
- Mix: Inspiration 35%, Education 20%, Entertainment 30%, Selling 15%
Example C — SEA fitness coaching app
- 4 channels: TikTok, Instagram, LINE / WhatsApp broadcast, YouTube Shorts
- 16 posts / week: TikTok 7 + IG 4 + LINE 2 + Shorts 3
- Mix: Inspiration 30%, Education 30%, Entertainment 25%, Selling 15%
Quality checklist
Before delivering the calendar, verify:
- At least 15 posts per week (or matching the user's target frequency)
- Funnel ratio sums correctly: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
- Content pillars balanced — no pillar drifts more than 10% off target
- Source-type mix includes FGC, Brand, UGC, EGC
- Every post has a specific hook / headline — no blanks
- Every post has a clear CTA
- Posting times respect the region's local peak windows
- No two posts on the same channel at the same time
- Content repurposing — every source asset has at least 3 derivatives
- Email kept to 2 / week (excluding welcome flows)
- Owner and status columns filled
- AI Content Score >= 6 for every post
- Region-specific channels included where relevant
- Currency in CTAs matches
.agents/product-marketing-context-global.md