text-content

Transform source content into platform-optimized social posts using framework fitting - matching concepts to proven templates that amplify them. Covers LinkedIn long-form, X punchy tweets, Facebook engagement posts, Instagram captions, and one-liners.

Core Philosophy: Good content follows proven formats. The skill is matching concepts to the delivery mechanisms that amplify them best - not writing from scratch.

• Creating LinkedIn posts from any source content
• Writing X/Twitter posts or threads
• Facebook text posts and question posts
• Instagram captions (not video - use short-form-video for that)
• One-liners for easels, signs, or quick social
• Multiplying high-performing posts into variations

NOT for:

• Short-form video (use short-form-video skill)
• Video captions/on-screen text (use video-caption-creation skill)
• Blog posts or long-form articles

---

Step 1: Extract the Concept

Before choosing a template, understand what you're working with.

From source content, extract:

• Core insight (one sentence)
• Emotional hook (what feeling does this evoke?)
• Target reader (who needs to hear this?)
• Transformation (what changes for the reader?)

Step 2: Choose Platform and Format

Platform selection question: "Where does our target reader spend time?"

| Platform | Best For | Character Sweet Spot |

|----------|----------|---------------------|

| LinkedIn | Thought leadership, professional insight, stories | 200-500 words |

| X/Twitter | Punchy takes, quotable insights, threads | 70-100 chars (posts), threads for depth |

| Facebook | Engagement bait, questions, community | 40-140 chars |

| Instagram | Captions for visuals, micro-stories | 30-125 chars |

Format selection question: "What job does this post need to do?"

| If the job is... | Format |

|------------------|--------|

| Start a conversation | Engagement post (question, poll, agree/disagree) |

| Make them feel something | Story post (failure, transformation, day-in-life) |

| Give them something useful | List/Tips post (how-to, mistakes, frameworks) |

| Challenge what they believe | Contrarian post (hot take, call BS, flip expectation) |

| Establish credibility | Authority post (data, process reveal, pro tip) |

| Build relationships | Community post (shoutout, welcome, give away) |

| Stop the scroll quickly | One-liner (sign, easel, caption) |

Step 3: Load the Right Reference

IMPORTANT: Load only ONE reference at a time. Each is 1000-3000 words.

#### For LinkedIn (Long-Form Thought Leadership)

LinkedIn has 118 templates across 6 categories. Load based on job-to-be-done:

| Job | Load | Template Count |

|-----|------|----------------|

| Drive comments | references/linkedin/engagement.md | 16 templates |

| Emotional connection | references/linkedin/story.md | 24 templates |

| Scannable value | references/linkedin/list.md | 17 templates |

| Pattern interrupt | references/linkedin/contrarian.md | 20 templates |

| Build credibility | references/linkedin/authority.md | 26 templates |

| Relationship building | references/linkedin/community.md | 15 templates |

#### For X/Twitter (Short and Punchy)

| Need | Load | Template Count |

|------|------|----------------|

| General post templates | references/templates/post-structures.md | 100+ templates |

| One-liners/takes | references/templates/one-liners.md | 12 patterns |

| Platform heuristics | references/platforms/x-twitter.md | - |

#### For Facebook (Engagement Focus)

| Need | Load |

|------|------|

| Post templates | references/templates/post-structures.md |

| Question/engagement templates | references/linkedin/engagement.md |

| Platform heuristics | references/platforms/facebook.md |

#### For Instagram Captions

| Need | Load |

|------|------|

| Caption templates | references/templates/one-liners.md |

| Story captions | references/linkedin/story.md (adapt shorter) |

| Platform heuristics | references/platforms/instagram-captions.md |

#### For Multiplying Winners

| Need | Load |

|------|------|

| 7 SCAMPER variations | references/methods/proliferation.md |

| 8 Human Desires reframes | references/methods/proliferation.md |

| Vision/Anti-Vision framing | references/methods/proliferation.md |

Step 4: Match Concept to Templates

Critical: Avoid First-Match Bias

Do NOT default to the first template that fits. Review at least 5-10 options.

For each concept:

1. Brainstorm how it COULD be presented (beyond the obvious)
2. Review applicable templates from loaded reference
3. Test fit: Does this template amplify the core insight or dilute it?
4. Generate 2-4 framework matches with fit assessment
5. Select best 1-2 for execution

Step 5: Execute and Adapt

Templates are starting points, not constraints.

Each template reference includes:

• The structural skeleton
• Why it works (psychological principle)
• Example execution

Your job: Adapt the template to your specific content. Combine elements if that serves the message better.

Adaptation questions:

• Does this amplify my core insight or dilute it?
• Does this sound like OpenEd/Ela, or like a template?
• Would Sarah (our target reader) feel seen?

Step 6: Apply Voice and Quality Check

Voice Checklist (Before Posting):

• [ ] No correlative constructions ("isn't just X, it's Y") - #1 AI tell
• [ ] Hyphens with spaces - like this - not em dashes
• [ ] No emojis (or minimal, strategic use)
• [ ] Specific details over generic claims
• [ ] Permission-giving tone, not preachy
• [ ] Conversational - would you text this to a friend?

AI-isms to Avoid:

• Arrow bullets (use plain dashes or line breaks)
• "Here's the thing:" / "Let me explain:" throat-clearing
• Staccato fragments: "No fluff. No filler. Just results."
• Words: delve, comprehensive, crucial, leverage, landscape, navigate, foster

Platform Compliance:

• [ ] Character count appropriate
• [ ] Links in right place (LinkedIn: comments, Facebook: none)
• [ ] Hashtags appropriate (LinkedIn: 3-5, X: 1-2, Facebook: 0)

For deeper voice guidance, invoke ghostwriter skill.

---

General Templates (100+)

references/templates/post-structures.md

• 2x3 Comparison, 80/20 Rule, Benefits List, Binary Framing
• Cause and Effect, Commentary, Comparisons, Contrarian
• Headline + List, Heavy Hitting One-Liner, Hook & Sinker
• Identity Post, If-Then, List Post, Observation Post
• Problem-Solution, Story-Based, What-How-Why, Warning
• [100+ more...]

LinkedIn Swipe File (86)

references/templates/linkedin-swipe-file.md

• Agree/Disagree, Before/After, Contrarian, Day in the Life
• Failure Story, Pattern Recognition, This vs That, Shoutout
• [78 more...]

Justin Welsh Templates (50)

references/templates/justin-welsh.md

• Simpler, more concise templates
• Table format with examples

One-Liner Patterns (12)

references/templates/one-liners.md

• Normalize, Stop + Complaint, Everyday Observations
• Relationship Rules, Pop Culture, Mock Instructions
• Wordplay, Existential Questions, Aspirational
• Calendar Commentary, Struggles, Values

LinkedIn by Category (118)

• Engagement (16): polls, agree/disagree, crowdsource, fill-in-blank
• Story (24): failure, transformation, day-in-life, values
• List (17): tips, 10 ideas, DOs/DONTs, skills lists
• Contrarian (20): hot takes, call BS, state opposite, rants
• Authority (26): how-to, quotes, screenshots, secret sauce
• Community (15): shoutouts, connect, welcome, comedy

---

After a post performs well (or before posting to test angles), multiply it.

SCAMPER (7 variations)

• Substitute: Swap example, data, or subject
• Combine: Merge with personal story or another concept
• Adapt: Expand to thread, carousel, or different format
• Modify: Make punchier, longer, or more extreme
• Purpose: Angle for different audience segment
• Eliminate: Remove context, simplify radically
• Reverse: Flip the frame or argue the opposite first

Human Desires (8 reframes)

Spin concept through desire lenses:

1. Safety of Tribe
2. Survival & Success
3. Life Enjoyment
4. Social Acceptance
5. Sexual Companionship (rarely applicable)
6. Comfort & Clarity
7. Freedom From Fear
8. Perceived Status

Vision/Anti-Vision (2-3 frames)

• Vision framing: What we're FOR (personalization, autonomy, kids who love learning)
• Anti-Vision framing: What we're AGAINST (standardization, gatekeeping, one-size-fits-all)
• Transformation: From [anti-vision] to [vision]

Full details: references/methods/proliferation.md

---

LinkedIn

• Heuristic: Thought leadership, vulnerability wins
• Length: 200-500 words (long-form outperforms)
• Links: Always in comments (not main post)
• Hashtags: 3-5 maximum
• Hook: First 2 lines critical (shows before "see more")
• Tags: Tag mentioned people/orgs (increases reach)

X/Twitter

• Heuristic: "I wish I said that" - retweet-worthy
• Length: 70-100 characters optimal
• Hashtags: 1-2 maximum
• Threads: Use for longer concepts
• Strategy: Reply game important at lower follower counts

Facebook

• Heuristic: Comments drive reach
• Length: 40-140 characters optimal
• Links: NO external links (kills reach)
• Hashtags: NO hashtags (Facebook doesn't reward them)
• Format: Question posts with background images perform best

Instagram Captions

• Heuristic: Visual-first, caption supports
• Length: 30-125 characters for feed
• Hashtags: 5-10 relevant hashtags
• Format: Micro-story or punchy one-liner

Full platform guides: references/platforms/

---

Content Issues:

• First-Match Bias - picking first template without exploring
• Generic Posts - not using any framework
• Too Many Concepts - multiple ideas in one post
• Missing Context - concept doesn't stand alone

Framework Issues:

• Framework Drift - starting with template then abandoning structure
• Mismatched Fit - forcing concept into wrong template
• No Volume - creating only 1 option instead of 5-10

Platform Issues:

• Wrong Link Placement - external links in Facebook/LinkedIn main posts
• Hashtag Overload - too many for platform
• Voice Mismatch - too formal for Facebook, too casual for LinkedIn

---

When processing multiple snippets or creating content across platforms simultaneously, use parallel sub-agents.

When to Use Sub-Agents

• Processing hub content into spokes (e.g., newsletter → 6 social posts)
• Creating platform variations of same snippet
• Batch content creation for scheduling

Sub-Agent Workflow

```

Source Content

│

└─→ Extract 3-5 standalone snippets

│

├─→ LinkedIn Sub-Agent (parallel)

│ └─→ Load TEMPLATE_INDEX.md → 2-3 drafts

│

├─→ X Sub-Agent (parallel)

│ └─→ Load TEMPLATE_INDEX.md → 2-3 drafts

│

├─→ Instagram Sub-Agent (parallel)

│ └─→ Load TEMPLATE_INDEX.md → visual + caption

│

└─→ Facebook Sub-Agent (parallel)

└─→ Load TEMPLATE_INDEX.md → engagement post

```

Sub-Agent Prompts

Full prompts at: Studio/_content-engine-refactor/template-drafts/sub-agent-prompts/

• linkedin-agent.md - Authority, story, contrarian formats
• x-agent.md - Punchy single tweets and threads
• instagram-agent.md - Visual direction + captions
• facebook-agent.md - Engagement-driving formats

Key Files

• Lightweight index: references/templates/TEMPLATE_INDEX.md (~200 tokens)
• Full templates: Load on-demand from references/ subdirectories

---

• short-form-video - Video production workflow
• video-caption-creation - On-screen text and video hooks
• ghostwriter - Voice and anti-AI patterns
• hook-and-headline-writing - Opening lines
• quality-loop - Quality gates for all content
• linkedin-content - DEPRECATED: Use this skill with LinkedIn references

---

• v1.0 (2026-01): Consolidated from social-content-creation, linkedin-content, dude-with-sign-writer

- 360+ templates preserved intact across all references

- Progressive disclosure: load only relevant templates

- Platform-specific routing

- Unified methodology with category-based LinkedIn system

---

For template updates, add to appropriate reference file and note in version history.