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Free GTM Skills / Content and proof

Content calendar

Use this skill to plan or change what gets published: what's on the calendar, move that post, add the launch posts, we need something for the show, fill next week, what's the plan for the blog. Produces the calendar entries (date, channel, pillar, owner, status, asset) across social, email, blog, site and video, planned against the demand plays, with the ideas pad reviewed.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill content-calendar

Run it in your project folder, then ask Claude Code for content-calendar by name or in your own words.

skills/content-calendar/SKILL.mdView on GitHub

This applies every week. It produces the one place everyone can see what is going out, and the gaps before they become missed days.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Open the calendar named in 1-context/stack.md (table and calendar views; anyone on the team can open it without a new account).
  2. Pull the demand plays’ dates for the next four weeks: launches, shows, association meetings, referral sends, nurture sends, PR placements. These anchor the calendar; content serves them.
  3. Fill each week against the three pillars: product (releases, tips), point of view (founder), trust (customer stories, proof). A week missing a pillar is a gap, not a choice.
  4. Review the ideas pad: turn each idea into an entry or a note on why not. The pad is unstructured on purpose; the calendar is not.
  5. Set per entry: date, channel, pillar, owner, status (idea, drafted, approved, scheduled, published), the asset link, and the play it serves.
  6. Check cadence targets from 5-current/calendar.md and 2-standards/brand-voice.md: company page frequency, founder days, nurture weekly. Flag any week under target two weeks ahead.
  7. Hand drafted entries to social-post, founder-content-rhythm, blog-edit or nurture-email; scheduled ones to schedule-post.

What good looks like

  • The best operator plans content from the demand calendar backwards. The post before the show, the case study before the renewal season, the release tip the week the feature lands.
  • The mediocre version fills slots with whatever is ready and discovers the show was last week.
  • Good output is a calendar where every entry serves a play and the next two weeks have no empty pillar.

Rules

  • MUST anchor the calendar on the demand plays’ dates.
  • MUST keep all three pillars in every week.
  • NEVER schedule a customer piece before permission-check passes.
  • NEVER keep the calendar somewhere the executive team cannot open in one click.

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