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Free GTM Skills / Content and proof

Content and proof (playbook)

Entry point for the content engine and customer proof: content calendar, what are we posting, post ideas, founder post, company page, blog, case study, testimonial, customer story, video, clip, did you know, the quote bank. Routes the calendar, the founder rhythm, posting, long-form, case studies, video and proof capture. Calendar first, three pillars, proof filed as it appears.

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

Install

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

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

skills/content-proof/SKILL.mdView on GitHub

This applies to everything the company publishes and every piece of proof it collects. It produces a calendar people can see, a cadence that holds, and a proof bank that is current.

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 (content-calendar); every piece lives there with a date, a channel, a pillar and an owner.
  2. Fill the calendar from the three pillars: product (releases, tips, how-tos), point of view (the founder’s industry view), trust (customer stories and proof). Each week should carry all three.
  3. Run founder-content-rhythm weekly: ideas from the founder’s own calls and inbox, the content meeting, review, schedule.
  4. Run social-post for company page posts from the calendar; schedule-post publishes them. Company page daily, founder on their cadence.
  5. Run blog-edit on long-form before it ships; graphics-check on every image.
  6. Proof: case-study when success tees up a candidate; customer-interview for the call; customer-video-cut for the footage; proof-capture the moment any quote, number or testimonial appears, so it enters the tracker with its permission status.
  7. Run product-tip-series on the release cadence for existing customers.
  8. Weekly: cadence held, pieces shipped by pillar, proof added, into weekly-marketing-update.

KPIs

  • Posting cadence held (company page and founder).
  • Proof pieces completed per quarter (case studies, video testimonials).
  • Recognition in outbound replies and at events (“I saw your post”).

What good looks like

  • The best operator treats content as the gasoline for every other channel: outbound lands better when the name is known, events convert better when the booth story was seen before. The calendar is planned against the demand plays, not in a vacuum.
  • The mediocre version produces content when someone has time, and the quote bank goes stale so every new piece reuses the same two customers.
  • Good output is a calendar the executive team can open, a founder who posts from their own material, and a proof bank where every quote has a permission row.

Rules

  • MUST route every customer mention through permission-check.
  • MUST keep the three pillars in every week’s plan.
  • NEVER mine call recordings for case studies in place of asking the customer; the human ask comes first, the recording helps draft.
  • NEVER ship a graphic with a clipped screenshot or generated-looking art for print.

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