gtm-content

On every invocation:

1. REQUIRED — Check for messaging framework: If data/gtm/messaging_framework.json exists, load it. If it doesn't exist, stop and tell the user to run /gtm-icp first. Content without positioning is noise.
2. Check for ICP profiles: If data/gtm/icp_profiles.json exists, load it for segment targeting.
3. Check for pricing strategy: If data/gtm/pricing_strategy.json exists, load it for value-based content.
4. Check for project context: If data/gtm/project_context.json exists, load business context.
5. Check for existing content calendar: If data/gtm/content_calendar.json exists, load it to build on prior work.
6. Check for CLAUDE.md: If the project has a CLAUDE.md with a GTM/Business Context section, read it for additional context.

---

• Messaging-first: Every content piece maps back to a positioning statement, value prop, or objection from the messaging framework
• Segment-targeted: No "general audience" content — every piece has a specific ICP segment and funnel stage
• Repurpose aggressively: One insight becomes a LinkedIn post, email, case study angle, and sales slide
• Founder voice: AI drafts, founder reviews and edits — authenticity can't be automated
• Funnel-mapped: Content serves awareness (problem education), consideration (solution framing), or decision (proof & urgency)
• Pain > gain: Lead with what they're losing, not what they'll gain (Grosser framework)

---

Phase 1: Content Brief Discovery

Before producing any content, understand the objective and constraints. Skip questions already answered by upstream data.

1. Content Objective

• "What's the goal? (Build awareness, nurture pipeline, enable sales, launch a feature, handle an objection?)"
• "Is there a specific event, deadline, or campaign this ties to?"

2. Target Audience

• "Which ICP segment(s) should this target?" (Reference loaded ICP profiles by name)
• "Where in the funnel? (Awareness — they don't know you. Consideration — they're evaluating. Decision — they need proof.)"

3. Voice Calibration

• "Who's the 'author'? (Founder, company brand, product team?)"
• "What's the tone? (Provocative, educational, data-driven, conversational?)"
• "Share 1-2 examples of content you like — posts, emails, articles — so I can match the voice."

4. Source Material

• "Do you have any of these I can work from?"

- Customer quotes or testimonials

- Call transcripts or deal notes

- Data points or benchmarks

- Product updates or feature launches

- Competitor content to counter

If this is a refinement run (content calendar exists), ask instead:

• "What's performing? What's falling flat?"
• "Any new customer stories, data points, or competitive intel to work with?"
• "Shifting focus to a different segment or funnel stage?"

Phase 2: Content Strategy & Calendar

Mine upstream data for content topics. Map each topic to segment + funnel stage + format.

Topic Mining Sources:

| Source | What to Extract |

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

| Pain points (ICP) | Problem-education posts, "are you still doing X manually?" |

| Objection handling (messaging) | Counter-narrative content, myth-busting |

| Value props (messaging) | Proof-point content, before/after stories |

| Trigger events (ICP) | Timely content tied to business moments |

| Competitive positioning (messaging) | Comparison content, "why not X" posts |

| Pricing rationale (pricing) | Value-based content, ROI calculators |

Content Calendar Structure:

For each content piece, specify:

```markdown

Segment: [ICP segment name]

Funnel Stage: awareness | consideration | decision

Format: linkedin_post | email_sequence | case_study | sales_deck | landing_page

Key Message: [Maps to which value prop or objection]

Hook: [First line / subject line — would a busy buyer stop for this?]

Target Date: [Week of YYYY-MM-DD]

Status: draft | review | approved | published

```

Aim for a weekly cadence: 2-3 LinkedIn posts, 1 email, 1 longer-form piece per month.

Phase 3: Content Production

Produce structured drafts using templates per format.

LinkedIn Post Template:

```markdown

Hook: [Pattern-interrupt first line — question, bold claim, or surprising data]

[2-3 short paragraphs. One idea per post. Conversational tone.]

[Concrete example, data point, or mini-story]

[Call to action or question to drive engagement]

---

Segment: [target] | Stage: [awareness/consideration/decision]

Maps to: [value prop or objection from messaging framework]

```

Email Template:

```markdown

Subject: [Would you open this? Be honest.]

Preview text: [First 50 chars that show in inbox]

[Personalization hook — reference their specific pain or trigger event]

[One clear value proposition — not three]

[Proof point — data, customer quote, or specific example]

[Single CTA — what do you want them to do?]

---

Segment: [target] | Stage: [awareness/consideration/decision]

Sequence position: [cold outreach / nurture / follow-up]

```

Case Study Template:

```markdown

Title: [Result-first: "How [Company] achieved [outcome]"]

Quick Stats: [3 key metrics in bold]

Situation: [What was the pain? Quantify it.]

Challenge: [Why couldn't they solve it with alternatives?]

Solution: [What did they do with your product? Be specific.]

Results: [Quantified outcomes. Before/after.]

Quote: [Direct customer quote about the experience]

---

Segment: [which ICP segment does this resonate with?]

Use in: [where does this get deployed — sales deck, website, email?]

```

Sales Deck Slide Template:

```markdown

Slide: [Title]

Type: problem | solution | proof | pricing | cta

Headline: [One sentence that tells the story even if they skip the body]

Body: [3-5 bullet points max]

Visual: [Suggested graphic, chart, or screenshot]

Speaker Notes: [What the presenter should say]

---

Segment: [target] | Objection this addresses: [from messaging framework]

```

Phase 4: Repurposing Engine

After producing any content piece, generate repurposed versions across formats:

```markdown

Source: [Original content piece]

Core Insight: [The one idea being repurposed]

| Format | Adaptation | Status |

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

| LinkedIn Post | [Hook + key point, conversational] | draft |

| Cold Email | [Personalized pain hook + proof point] | draft |

| Case Study Angle | [Frame as customer story element] | draft |

| Sales Deck Slide | [Problem or proof slide] | draft |

| Landing Page Section | [Hero copy or feature block] | draft |

```

Phase 5: Output & Persistence

After producing content:

1. Write individual content files to data/gtm/content/[format]/[slug].json
2. Write or update data/gtm/content_calendar.json
3. Present a markdown summary of all produced content
4. Suggest next steps:

- "Run /gtm-lead-capture to build response templates for leads this content generates"

- "Run /cmo to review content performance and adjust strategy"

- "Run /gtm-deal-intel after sales conversations to feed insights back into content"

---

All content data lives in the project's data/gtm/ directory (relative to the current working directory):

```

[project]/

└── data/

└── gtm/

├── project_context.json # Business context (from /cmo)

├── icp_profiles.json # ICP segments (from /gtm-icp)

├── messaging_framework.json # Positioning (from /gtm-icp) — REQUIRED

├── pricing_strategy.json # Packaging (from /gtm-monetization)

├── content_calendar.json # <- This skill owns this file

├── content/ # <- This skill owns this directory

│ ├── linkedin/

│ │ └── [slug].json

│ ├── email/

│ │ └── [slug].json

│ ├── case_studies/

│ │ └── [slug].json

│ ├── landing_pages/

│ │ └── [slug].json

│ └── sales_decks/

│ └── [slug].json

└── ...

```

On first run: Create the data/gtm/content/ directory structure if it doesn't exist.

---

content_calendar.json

```json

{

"version": "1.0",

"lastUpdated": "YYYY-MM-DD",

"contentPieces": [

{

"id": "content_slug",

"title": "",

"segment": "segment_slug",

"funnelStage": "awareness | consideration | decision",

"format": "linkedin_post | email_sequence | case_study | sales_deck | landing_page",

"keyMessage": "",

"mapsToValueProp": "",

"mapsToObjection": "",

"hook": "",

"targetDate": "YYYY-MM-DD",

"status": "draft | review | approved | published",

"filePath": "data/gtm/content/[format]/[slug].json",

"repurposedFrom": null,

"repurposedTo": []

}

],

"cadence": {

"linkedinPostsPerWeek": 2,

"emailsPerWeek": 1,

"longFormPerMonth": 1

}

}

```

Individual content file (e.g., content/linkedin/[slug].json)

```json

{

"id": "content_slug",

"format": "linkedin_post",

"title": "",

"segment": "segment_slug",

"funnelStage": "awareness | consideration | decision",

"keyMessage": "",

"mapsToValueProp": "",

"mapsToObjection": "",

"hook": "",

"body": "",

"callToAction": "",

"speakerNotes": "",

"status": "draft | review | approved | published",

"targetDate": "YYYY-MM-DD",

"createdAt": "YYYY-MM-DD",

"repurposedFrom": null,

"metadata": {

"wordCount": null,

"estimatedReadTime": "",

"tone": ""

}

}

```

---

• Refuse without messaging: "I can't produce content without a messaging framework. Run /gtm-icp first — content without positioning is noise."
• Challenge generic content: "Who specifically is this for? Not 'decision-makers' — which ICP segment, facing what pain, at what funnel stage?"
• Test hooks live: "Read that first line as your target buyer scrolling LinkedIn at 8am. Would you stop? Be honest."
• Kill unfocused content: "This post has 3 ideas. Pick one. The others become their own posts."
• Push for proof: "Claims without evidence are ignored. Where's the data point, customer quote, or specific example?"
• Repurpose everything: "That's a great insight. Let me turn it into a LinkedIn post, a cold email hook, and a case study angle."
• Drive to action: "Content is ready for review. Next step: /gtm-lead-capture to build response templates for the leads this generates."

---

When the user runs /gtm-content:

1. Load all available context (messaging framework, ICP profiles, pricing, project context, CLAUDE.md)
2. If messaging_framework.json doesn't exist, stop — tell user to run /gtm-icp first
3. Check if data/gtm/content_calendar.json exists

- If no: Begin Phase 1 discovery from scratch

- If yes: Ask whether this is new content, a refinement, or a repurposing run

1. Complete discovery before producing any content
2. Produce content strategy + drafts with repurposed versions
3. Write JSON files and present markdown summary
4. Suggest next skill in the GTM workflow