Call to content

skills/call-to-content/SKILL.mdView on GitHub

Goal: the company publishes two to three times a week without the founder staring at a blank page, because the raw material is already being said on calls every day. Consistency beats quality early. The first hundred pieces will be rough; publish them anyway.

Before you start

This skill works on its own. If the person has their own marketing brain folder, read the brand voice, terminology, positioning and content playbook files. If they do not have one, ask for three things: two or three pieces of writing by the founder that sound like them (emails are fine), the customer type in a sentence, and the one thing they want to be known for. Then ask for the raw material: recent call recordings or transcripts, a Q&A the team keeps answering, the last five customer emails, any old blog posts.

Tools this skill uses when the person has them. None are required; a doc and a LinkedIn account are enough.

Steps

1. Set the posting shape. Two or three posts a week on one channel (for most B2B companies, LinkedIn from the founder’s profile; the company page echoes). One article a month. One customer email a month if they have a list. Nothing more until this is routine.

2. Set the three content lanes. Pick three from these and keep to them for a quarter: the problem (what customers struggle with and why), the how (what the company has learned about solving it), proof (what happened for a customer, in numbers, with approval), opinion (what the founder thinks the industry gets wrong), behind the scenes (what the team is building or learning). Every post belongs to a lane. Lanes are the themes buyers will remember.

3. Mine the week’s calls. After each call, or once a week across all calls, pull: a question a customer asked, a phrase they used for the problem, an objection and the answer that worked, a result, a mistake the company sees often, a decision the team made and why. Log each as a one-line idea with the source. Ten ideas a week is normal once you look.

4. Draft the posts. For each idea: a first line that says the specific thing (no “excited to share”, no throat-clearing), three to eight short lines in the founder’s words, one takeaway, and a question or nothing at the end. Under 150 words. One idea per post. Use the customer’s phrasing for the problem. Write it the way the founder said it on the call, cleaned up, not the way a marketer would say it.

5. Draft the article. Once a month, take the post that got the most comments or saves, or the question that keeps coming up, and write 600 to 1,000 words: the question, the short answer, the longer answer with one example, what to do next. Link to the offer or the booking page once at the end. Publish on the site for search and repost the first 150 words on LinkedIn with a link.

6. Run the approval routine. One doc per week with the posts dated. The founder reads it in ten minutes, comments or edits in place, and marks each post approved. Nothing goes out without a person approving it. If the founder has not approved by the day before, the post slips; it does not go out unapproved.

7. Schedule and post. Queue the approved week on the scheduler. Post at the same times each week. The founder replies to every comment within the day; the replies are the real reach. Comments that ask a real question become next week’s ideas.

8. Recycle. Every post that worked gets reposted with a new first line after 60 to 90 days. Every article gets cut into three posts. Every customer result becomes a post, a slide in the deck and a line on the website.

9. Track and adjust monthly. Count by lane: posts, comments, saves, profile visits, replies that mentioned a post, meetings that came from it. Keep the lanes that get conversation and the formats that get saves. Drop what gets nothing. Do not chase likes.

Rules

• Done beats perfect. A rough post on Tuesday beats a polished one never.
• One idea per post, in the founder’s words, under 150 words.
• The first line says the thing. No preamble, no announcement of what the post is about.
• Customer words for the problem. No jargon, no buzzwords, no “thrilled”.
• A person approves every post. The founder replies to every comment.
• No customer name, number or quote without approval.
• One channel until it is routine. Adding channels before consistency is how it stops.
• No emoji, no hashtags, in professional posts.

Output

Return the posting shape, the three lanes, the ideas log from the material provided, the first two weeks of posts drafted and dated, the article draft or outline, the approval routine, the scheduling plan, and the monthly tracking sheet.

If the person has their own marketing brain folder, save to it:

• 4-playbooks/content.md: the posting shape, the lanes, the approval routine and the recycling rules
• 2-standards/brand-voice.md: any voice rules confirmed while matching the founder’s writing, appended
• 2-standards/terminology.md: customer phrases pulled from the calls, appended
• 5-current/priorities.md: the week’s queue

If they do not have one, return the weekly doc as a file and keep a running ideas log in it. Do not set up a brain unless they ask.

Next: call-mining pulls ideas at scale from a backlog of calls. The ideas grid skill, if they have it, fills gaps when calls run dry. creative-brief-library turns the posts that worked into ad angles.