Content strategy

Template skill. Fill in the [BRACKETED] placeholders with your organization's details — or paste your org context and ask Claude to populate them for you.

Content Strategy — [YOUR ORGANIZATION] Standards

When to Use

Use this skill for strategic content planning — what to create, for whom, when, and where. For drafting individual pieces, use the content-draft skill.

[YOUR ORGANIZATION] Content Pillars

All content ties back to the organization's core value: [YOUR CORE VALUE PROPOSITION — e.g., "evidence-based practice that drives measurable business outcomes"]. Content should map to one or more of these pillars:

Pillar	Focus Area	Key Proof Points
[Pillar 1]	[topic area]	[key stats or research]
[Pillar 2]	[topic area]	[key stats or research]
[Pillar 3]	[topic area]	[key stats or research]
[Pillar 4 — add or remove as needed]	[topic area]	[key stats or research]

Strategy Development Process

1. Define the Initiative

Clarify the program, project, or campaign this strategy supports:

• Parent program: Which team, department, or initiative does this support?
• Objective: Awareness, engagement, lead generation, member retention, recruitment?
• Audience segments: [List your key audience types — e.g., executives, practitioners, prospects, members, sponsors, media]
• Timeline: Campaign window, key dates, dependencies

2. Audit Existing Content

Before creating new content, identify what already exists:

• Check [YOUR DOCUMENT STORAGE — e.g., SharePoint, Google Drive, Notion] for existing materials
• Review recent communications and published content
• Check [YOUR PROJECT MANAGEMENT TOOL] for related deliverables
• Identify gaps in the current content library

3. Build the Content Plan

Audience-Content Matrix

Map each audience segment to content types and channels:

Audience	Content Types	Channels	Cadence
[Audience 1 — e.g., Executives]	[types — e.g., executive briefs, thought leadership]	[channels — e.g., email, LinkedIn]	[e.g., Monthly]
[Audience 2 — e.g., Practitioners]	[types — e.g., how-to guides, case studies]	[channels — e.g., blog, newsletter]	[e.g., Bi-weekly]
[Audience 3 — e.g., Prospects]	[types — e.g., gated research, event highlights]	[channels — e.g., LinkedIn, email]	[e.g., Weekly during campaigns]
[Audience 4 — e.g., Partners]	[types — e.g., impact reports, co-marketing]	[channels — e.g., direct outreach]	[e.g., Per event cycle]
[Audience 5 — e.g., Media]	[types — e.g., press releases, expert quotes]	[channels — e.g., PR outreach]	[e.g., As needed]

Editorial Calendar Structure

Organize by quarter aligned to [YOUR ORGANIZATION]'s event and program calendar:

Quarter	Anchor Events / Milestones	Content Themes
Q1	[events/milestones]	[themes]
Q2	[events/milestones]	[themes]
Q3	[events/milestones]	[themes]
Q4	[events/milestones]	[themes]

4. Content Sequencing

For any major release (report, event, product launch), plan a sequenced rollout:

1. Teaser (2-3 weeks before) — social posts, email preview, internal announcement
2. Launch (release day) — blog post, press release, email blast, social campaign
3. Deep dives (1-2 weeks after) — webinar, podcast, case studies, Q&A
4. Evergreen (ongoing) — gated download, resource library, sales enablement

5. Distribution Plan

Map content to [YOUR ORGANIZATION]'s owned channels:

Channel	Best For	Notes
Email	[use case]	[segmentation, platform]
LinkedIn	[use case]	[approach]
Blog / Website	[use case]	[SEO, gating strategy]
Newsletter	[use case]	[cadence, audience]
[Slack/Teams/internal]	[use case]	[internal amplification]
Podcast	[use case, if applicable]	[cadence]
Webinars	[use case]	[format, cadence]

6. Measurement & KPIs

Define success metrics:

Metric	Tool	Target
Email open/click rates	[email platform]	[benchmarks]
Content downloads	[analytics tool]	[target]
Social engagement	[platform analytics]	[benchmark per post type]
[Other metric]	[tool]	[target]

Deliverable Format

Present the content strategy as:

1. Executive summary — 2-3 sentences on what this strategy achieves
2. Audience segments — who we're targeting and why
3. Content pillars — themes mapped to [YOUR ORGANIZATION]'s research/programs
4. Editorial calendar — timeline with content pieces, owners, channels
5. Distribution plan — channel-by-channel approach
6. Success metrics — KPIs and measurement plan
7. Resource requirements — who creates what, any budget needs

Brand Guardrails

• All content follows your organization's brand voice (use the brand-voice template if you have one)
• Use "[YOUR ORGANIZATION FULL NAME]" on first reference, "[ACRONYM]" thereafter
• Data claims must cite [YOUR ORGANIZATION]'s research with specific numbers
• Embargoed research: no content until official release date