Social Content Planner

A month of social content dies in week two when it was planned as a list of days to fill instead of a small set of ideas worth repeating. This skill turns a goal, an audience, and an honest posting cadence into a four-week calendar built on content pillars, reusable hooks, and deliberate repurposing — so the feed stays coherent even when the team gets busy.

When to use this skill

• Planning the next month or quarter of organic posts for a brand or a founder profile
• A launch, event, or campaign needs a burst of coordinated posts across platforms
• The current feed is random: no repeated themes, no recognizable point of view
• A backlog of long-form assets exists — posts, talks, docs — but never gets repurposed
• Skip it for one-off posts or paid-ad copy; those need different treatment

Workflow

1. Collect the inputs before proposing anything. You need the business goal for the period, the audience and what they already believe, the platforms in play, the honest cadence the team can sustain (ask for the number they hit last month, not the number they want), and the proof assets available: customer stories, data, demos, opinions the founder actually holds.
2. Define three to five content pillars. A pillar is a repeatable theme tied to a belief you want the audience to adopt, not a topic. "Manual reporting quietly costs a headcount" is a pillar; "reporting" is a category. Assign each pillar a rough share of the calendar.
3. Write the hook bank first. For each pillar, draft six to ten opening lines before writing any full post. Hooks are where posts win or lose, and drafting them in a batch exposes the weak ones.
4. Lay out the calendar week by week. Alternate pillars so no theme runs twice in a row. Slot formats deliberately — text, image, short video, thread, poll — matched to what each platform rewards, not copied identically across all of them.
5. Plan repurposing explicitly. Every substantial piece should spawn two or three derivatives: a quote graphic, a contrarian one-liner, a follow-up answering the comments it drew. Put the derivatives on the calendar now, one to two weeks after the parent.
6. Draft the posts for week one only. Weeks two through four stay as briefs — pillar, hook, format, asset needed — so the plan can absorb what week one teaches.
7. Do a coherence pass. Read the month top to bottom in one sitting. If a stranger could not tell what this account believes after scrolling it, tighten the pillars and cut the orphans.

Output format

Deliver two artifacts:

• Pillar map — each pillar with the belief it advances, its target share of posts, and its hook bank
• Calendar table — one row per post: date, platform, pillar, format, hook, asset needed, owner, status, and, for week one, the full draft

Quality bar

• Every post traces to a pillar; anything that does not is cut or becomes a new pillar on purpose
• Hooks are specific enough that swapping in a competitor's name would make them false
• Cadence matches demonstrated capacity; a thinner calendar that ships beats a dense one that stalls
• At least a third of the month is repurposed from existing assets, and labeled as such
• Week one is fully drafted before the month is declared planned; briefs alone are not a plan
• No post exists just to fill a slot — a filler post spends attention you already paid to earn

Worked example: pillar map excerpt

Pillar: "Spreadsheet operations break silently at ten people." Belief it advances: growing teams need systems before they feel the pain. Share: 30 percent of the month. Hook bank starters: "The spreadsheet worked right up until it didn't — here is the week it broke"; "Nobody owns the file everyone depends on"; "Your ops tool has a bus factor of one, and her name is in cell A1." Next month the pillar persists, the hooks rotate — beliefs are durable, posts are disposable.