This skill should be used when the user asks to plan a content strategy, build a content matrix, decide what content to create, map content to funnel stages, prioritize a content backlog, or plan GTM content. Trigger phrases include: 'plan content strategy', 'content matrix', 'what content should we create', 'content planning', 'marketing strategy', 'funnel mapping', 'content roadmap', 'content backlog', 'content prioritization', 'what should we write next', 'map GTM paths to content', 'marketing plan'. It builds a 3D matrix (market × GTM path × content type) with auto-recommended formats.
From cogni-marketingnpx claudepluginhub cogni-work/insight-wave --plugin cogni-marketingThis skill is limited to using the following tools:
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Migrates code, prompts, and API calls from Claude Sonnet 4.0/4.5 or Opus 4.1 to Opus 4.5, updating model strings on Anthropic, AWS, GCP, Azure platforms.
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Build a comprehensive content strategy by mapping TIPS strategic themes (GTM paths) to portfolio propositions per market, then recommending content types and formats for each cell in the 3D matrix: market × GTM path × content type.
marketing-project.json exists with sources, markets, gtm_paths)marketing-project.json — extract markets, GTM paths, brand config, content defaultstips-value-model.json → find the theme by IDpropositions/*--{market}.json)competitors/*--{market}.json)customers/{market}.json)For each GTM path (TIPS strategic theme), extract the "WHY NOW" narrative:
Store as narrative_angle per GTM path:
{
"trend_hook": "AI-driven predictive maintenance reduces unplanned downtime by 47%",
"implication_tension": "Manufacturers without predictive capabilities face 3x higher maintenance costs by 2027",
"possibility_promise": "Early adopters achieve 30% asset lifetime extension through continuous condition monitoring",
"solution_proof": "Our IoT + ML platform delivers real-time anomaly detection across all asset types"
}
For each cell in market × GTM path, recommend content types based on:
Funnel focus (from setup, schema enum: awareness|consideration|decision|full-funnel):
full-funnel: All 5 content typesconsideration: thought-leadership + demand-gen + lead-genawareness: thought-leadership + demand-gen onlydecision: sales-enablement + lead-gen (rare — usually part of full-funnel)Market maturity (from portfolio market priority):
beachhead: Full content investment — all recommended formatsexpansion: Selective — prioritize high-ROI formats (blog, LinkedIn, email)aspirational: Minimal — thought leadership onlyProposition strength (from portfolio quality assessment):
Buyer profile (from portfolio customers):
For each content type in each cell, select specific formats. Apply consulting logic:
Thought Leadership formats — pick 2-3:
Demand Generation formats — pick 2-3:
Lead Generation formats — pick 2-3:
Sales Enablement formats — pick 2-3:
ABM formats (only for primary markets with named accounts):
Assemble content-strategy.json following the schema in ${CLAUDE_PLUGIN_ROOT}/references/data-model.md.
Present the matrix to the user as a readable table per market:
Market: mid-market-saas-dach (primary)
GTM Path: AI-Driven Predictive Maintenance
Thought Leadership: blog, linkedin-article, keynote-abstract [3 pieces]
Demand Generation: linkedin-post ×4, seo-article, carousel [6 pieces]
Lead Generation: whitepaper, landing-page, email-nurture ×3 [5 pieces]
Sales Enablement: battle-card, one-pager, objection-handler [3 pieces]
Total: [17 pieces]
GTM Path: Cloud-Native Transformation
Thought Leadership: blog, linkedin-article [2 pieces]
Demand Generation: linkedin-post ×3, seo-article [4 pieces]
Lead Generation: webinar-outline, landing-page, email ×2 [4 pieces]
Total: [10 pieces]
Market total: 27 pieces across 2 GTM paths
Recommend a production sequence based on:
Present as ordered backlog:
Priority 1: [TL] Blog — AI Predictive Maintenance (anchor for all derivatives)
Priority 2: [DG] LinkedIn post ×2 — Promote blog + trend hook
Priority 3: [LG] Whitepaper — Deep dive on predictive maintenance ROI
Priority 4: [LG] Landing page — Whitepaper download gate
Priority 5: [SE] Battle card — vs. top 2 competitors in this space
...
Ask user to confirm or adjust the strategy:
"This strategy produces {total} content pieces across {market_count} markets and {path_count} GTM paths. The estimated production sequence starts with {first_piece}. Shall I proceed, or would you like to adjust priorities, add/remove formats, or change the scope?"
Save content-strategy.json to the project directory.
Display next steps:
Content strategy saved. Next:
1. /thought-leadership — Start with priority 1 (blog on AI Predictive Maintenance)
2. /campaign — Build a campaign around the top GTM path
3. /content-calendar — Generate a publication calendar
After building the matrix, flag gaps:
Identify content that can be reused across markets with localization:
Based on format defaults and typical production: