01-content-calendar-global

Global Content Calendar

Plan a 30-day multi-channel content calendar with funnel ratios, content pillars, source-type mix, and AI scoring before publishing.

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Step 0 — Read context file

Before generating the calendar, read .agents/product-marketing-context-global.md for:

• Brand voice & tone
• Active channels and follower base
• Region (drives optimal posting times and channel mix)
• Currency (drives any monetary CTA framing)

If the file is missing, ask the user to run product-marketing-context-global first.

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Information gathering

Ask the user up to 4 questions before starting:

1. Product / service? Industry, core USP, price tier.
2. Active channels? List channels (TikTok, Instagram, Facebook, YouTube, LinkedIn, X, Email, Blog, Podcast) with current follower / subscriber counts.
3. Goal this month? Grow followers / grow inbound messages / grow orders / launch a new product / seasonal campaign?
4. Content resources? How many people produce content? Can you record video? Do you have UGC / testimonials available?

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Calendar principles

1. Funnel distribution

Funnel stage	Share	Goal	Content type
TOFU (Awareness)	40%	Attract new viewers	Trends, tips, POV, behind-the-scenes, pain points
MOFU (Consideration)	35%	Build trust, persuade	Case study, review, comparison, process, FAQ
BOFU (Conversion)	15%	Close the order	Offer, deal, countdown, retarget, livestream
Retention	10%	Retain existing customers	VIP content, referral, community, re-engagement

2. Content pillar balance

Every brand needs 3–5 pillars. Audit balance weekly.

Pillar	Recommended share	This week's count
Education	30–35%	[count] / [total] = [%]
Inspiration	20–25%	[count] / [total] = [%]
Entertainment	20–25%	[count] / [total] = [%]
Selling	10–15%	[count] / [total] = [%]
Community	5–10%	[count] / [total] = [%]

Rule: If any pillar drifts more than 10% from its target, rebalance the following week.

3. Source-type mix

Source type	Share	Description
FGC (Founder Generated)	25–30%	Founder / expert content — highest trust
Brand Content	30–35%	Official brand assets
UGC (User Generated)	20–25%	Customer-created — social proof
EGC (Employee Generated)	10–15%	Team-created — authentic culture

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Content matrix — generate ideas at scale

Adapted from Justin Welsh's content matrix method. Universal, works in any market.

Multiply your content pillars by 8 formats to generate 24–40 ideas in one sitting.

8 content formats

#	Format	Description	Example
1	How-to	Teach a specific skill, step by step	"3 steps to set up a Meta Pixel correctly"
2	Inspiration	Success stories, overcoming obstacles	"From 0 to 50K followers in 6 months — true story"
3	Analysis	Explain why, how a mechanism works	"Why expensive ads still produce no orders — root cause analysis"
4	Contrarian	Challenge a common belief	"Running more ads is NOT how you grow orders"
5	Observation	Hidden trends, things others miss	"Something is happening on TikTok Shop that few notice"
6	X vs Y	Compare 2 tools / approaches / strategies	"Meta Ads vs TikTok Ads: which industries pick which?"
7	Now vs Future	Predictions, upcoming trends	"Marketing 2025 vs 2026: 5 big shifts"
8	List	Tips, mistakes, lessons, tools	"7 most common ad mistakes SMBs make"

How to use

1. Pull 3–5 brand content pillars (from product-marketing-context-global or by asking)
2. Build a grid: pillars (rows) × 8 formats (columns) = 24–40 ideas
3. Each cell holds a specific headline — never generic ("Marketing" is wrong, "3 ways to cut CPMess below $5" is right)
4. Pick the 15 strongest ideas → fill them into the weekly calendar

Content matrix template

| Pillar \ Format | How-to | Inspiration | Analysis | Contrarian | Observation | X vs Y | Now vs Future | List |
|-----------------|--------|-------------|----------|------------|-------------|--------|---------------|------|
| [Pillar 1] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 2] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 3] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |
| [Pillar 4] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] | [Idea] |

Tip: Run the matrix once per month → bank 32+ ideas. You will never run dry.

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Content repurposing matrix — 1:7 ratio

Every source asset spawns at least 7 derivatives.

Repurposing table

#	Source asset	Derivative	Target channel	Length / size	Production time
1	Long video (3–5 min)	Original	YouTube	3–5 min	2–4h
2		Short clip #1 (hook)	TikTok	15–30s	15 min
3		Short clip #2 (key tip)	Reels	15–30s	15 min
4		Short clip #3 (outcome)	TikTok / Shorts	15–30s	15 min
5		Carousel (5–7 slides)	Instagram, LinkedIn	5–7 images	30 min
6		SEO blog post	Website	800–1500 words	1–2h
7		Email newsletter	Email list	300–500 words	30 min
8		3 quote cards	Story, Threads, X	1 image / card	15 min
9		Audio snippet	Podcast feed / OA voice	1–2 min	10 min

Repurposing workflow

Day 1: Record / write source asset
Day 1: Cut short clips (3 clips, 45 min)
Day 2: Build carousel + quote cards (45 min)
Day 2: Write blog post from source (1–2h)
Day 3: Send email newsletter (30 min)
Day 3–7: Schedule derivatives across channels

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Optimal posting times — region note

Posting times shift by region. The defaults below cover the global average. Override per region using product-marketing-context-global.

Global default windows (local time)

Channel	Mon–Fri	Saturday	Sunday	Notes
TikTok	7:00–9:00, 12:00–13:00, 19:00–22:00	10:00–12:00, 19:00–22:00	10:00–12:00, 19:00–22:00	Peak: 20:00–21:00
Instagram	7:00–9:00, 12:00–14:00, 18:00–20:00	9:00–11:00, 18:00–20:00	10:00–12:00	Peak: 12:00–13:00
Facebook	8:00–10:00, 13:00–15:00, 19:00–21:00	9:00–11:00, 19:00–21:00	10:00–13:00	Peak: 13:00, 20:00
LinkedIn	7:30–9:00, 11:30–13:30, 17:00–18:30	Skip / low	Skip / low	B2B: Tue/Wed/Thu best
YouTube	17:00–22:00	14:00–17:00	14:00–17:00	Long videos — weekends stronger
X (Twitter)	8:00–10:00, 12:00–13:00, 17:00–19:00	9:00–11:00	10:00–12:00	Peak: 9:00 weekdays
Email	8:00–10:00, 14:00–15:00	Skip	Skip	Tue + Thu best for B2B, Wed for B2C
Blog / SEO	Any	Any	Any	2–4 posts / week, indexes in 1–3 days

Region notes (set in foundation skill)

• US: Time zones split (ET / CT / PT) — schedule to dominant audience zone. LinkedIn strong for B2B SaaS.
• EU: Strict GDPR — confirm consent for email. CET / GMT split. LinkedIn strong DACH region.
• SEA: TikTok dominates, LINE / Zalo / WhatsApp are messenger-of-record. Mobile-first, evening peak 19:00–22:00.
• LATAM: WhatsApp + TikTok + Instagram primary. Spanish + Portuguese require localised copy. Late-evening engagement (21:00–23:00).
• APAC ex-China: Mix of Instagram, TikTok, LINE (Japan / Taiwan), KakaoTalk (Korea). Localisation required.
• MENA: Snap + TikTok + Instagram. Friday is weekend — adjust scheduling.

Seasonal peaks (universal)

Season	Notes	Adjustment
Q4 (Black Friday / Cyber Monday)	CPM spikes 30–50%, engagement up	Pre-warm audience 2 weeks early, pre-schedule content
End-of-year holidays	E-commerce, education, gifting peak	Higher CPMs through Dec
Back-to-school (Aug–Sep, Northern Hemisphere)	Education, edtech, productivity tools spike	Education content surge
Summer (Jun–Aug N. Hemisphere)	F&B, travel, leisure surge	Leisure-themed content
Region-specific (Lunar New Year, Ramadan, Diwali)	Local cultural moments	Plan 2–3 weeks in advance, localise content

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AI content scoring

Score every piece before publishing (0–10 scale):

Criterion	Weight	Score (1–10)	Score × weight
Hook (first 3 seconds — does it stop the scroll?)	25%	[score]
Relevance (does it match the target customer insight?)	20%	[score]
Value (what does the viewer take away?)	20%	[score]
CTA (clear and action-driving?)	15%	[score]
Visual (image / video quality?)	10%	[score]
Brand consistency (correct tone, colours?)	10%	[score]
Total	100%		[total] / 10

Publishing thresholds:

• 8–10: Publish now, consider boosting with paid
• 6–7.9: Publish with minor edits
• 4–5.9: Rewrite hook or CTA before publishing
• <4: Do not publish, redo

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Weekly calendar template

Week [number] — [start date] to [end date]

Date	Day	Channel	Time	Format	Funnel	Pillar	Topic	Hook / headline	CTA	Source type	Owner	Status
[date]	Mon	TikTok	20:00	Video 30s	TOFU	Education	[topic]	[hook 3s]	[CTA]	FGC	[name]	Draft / Done / Posted
[date]	Mon	Instagram	12:00	Carousel	MOFU	Inspiration	[topic]	[headline]	[CTA]	Brand	[name]
[date]	Tue	TikTok	12:00	Video 15s	TOFU	Entertainment	[topic]	[hook]	[CTA]	EGC	[name]
[date]	Tue	Email	09:00	Newsletter	MOFU	Education	[topic]	[subject line]	[CTA]	Brand	[name]
[date]	Wed	TikTok	20:00	Video 30s	MOFU	Inspiration	[topic]	[hook]	[CTA]	UGC	[name]
[date]	Wed	Facebook	20:00	Video 60s	BOFU	Selling	[topic]	[headline]	[CTA]	Brand	[name]
[date]	Thu	TikTok	12:00	Video 15s	TOFU	Education	[topic]	[hook]	[CTA]	FGC	[name]
[date]	Thu	Email	08:30	Offer	BOFU	Selling	[topic]	[subject line]	[CTA]	Brand	[name]
[date]	Thu	LinkedIn	09:00	Post	MOFU	Education	[topic]	[headline]	[CTA]	FGC	[name]
[date]	Fri	TikTok	20:00	Video 30s	TOFU	Entertainment	[topic]	[hook]	[CTA]	EGC	[name]
[date]	Fri	Facebook	12:00	Post	MOFU	Education	[topic]	[headline]	[CTA]	Brand	[name]
[date]	Sat	TikTok	20:00	Video 30s	MOFU	Inspiration	[topic]	[hook]	[CTA]	UGC	[name]
[date]	Sat	Instagram	18:00	Reels	TOFU	Entertainment	[topic]	[hook]	[CTA]	FGC	[name]
[date]	Sun	TikTok	20:00	Video 15s	TOFU	Education	[topic]	[hook]	[CTA]	FGC	[name]
[date]	Sun	Blog	--	Post	MOFU	Education	[topic]	[SEO title]	[CTA]	Brand	[name]

Weekly balance check

Item	Plan	Actual	On ratio?
Funnel: TOFU	40% (6 posts)	[count]	Yes / No
Funnel: MOFU	35% (5 posts)	[count]
Funnel: BOFU	15% (2 posts)	[count]
Funnel: Retention	10% (2 posts)	[count]
Pillar: Education	30–35%	[count]
Pillar: Inspiration	20–25%	[count]
Pillar: Entertainment	20–25%	[count]
Pillar: Selling	10–15%	[count]
Pillar: Community	5–10%	[count]
Source: FGC	25–30%	[count]
Source: Brand	30–35%	[count]
Source: UGC	20–25%	[count]
Source: EGC	10–15%	[count]

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Recommended posting frequency by channel

Channel	Minimum	Recommended	Optimal	Notes
TikTok	3 videos / week	5–7 videos / week	1–2 videos / day	More posts = more data to optimise
Instagram	3 posts / week	4–5 posts / week	1 post / day	Reels prioritised
Facebook	3 posts / week	4–5 posts / week	1 post / day	Mix video + carousel + text
LinkedIn	2 posts / week	3–4 posts / week	1 post / weekday	B2B: longer-form posts win
X (Twitter)	5 / week	1–2 / day	3–5 / day	Threads + replies drive reach
YouTube	1 video / week	1–2 videos / week	2 videos / week	Quality > quantity
Email	1 email / week	2 emails / week	2 emails / week	Beyond this risks spam complaints
Blog / SEO	1 post / week	2–4 posts / week	1 post / day	SEO compounds over time

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Cross-reference

When you need	Call skill
Script for a TikTok video in this calendar	04-script-video-global
Ad copy for a Facebook post in this calendar	(use ad copy skill if available)
Insights to pick topics	09-customer-insight-global
Overall plan that contains this calendar	00-marketing-plan-global
Campaign-specific calendar	02-campaign-brief-global

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Examples — diversified regions

Example A — US B2B SaaS

• 4 channels: LinkedIn (primary), X / Twitter, YouTube, Email newsletter
• 12 posts / week: LinkedIn 4 + X 3 + YouTube 1 + Email 2 + Blog 2
• Mix: Education 40%, Inspiration 20%, Analysis 25%, Selling 15%

Example B — EU DTC apparel

• 5 channels: Instagram, TikTok, Pinterest, Email, Blog
• 18 posts / week: IG 5 + TikTok 7 + Pinterest 3 + Email 2 + Blog 1
• Mix: Inspiration 35%, Education 20%, Entertainment 30%, Selling 15%

Example C — SEA fitness coaching app

• 4 channels: TikTok, Instagram, LINE / WhatsApp broadcast, YouTube Shorts
• 16 posts / week: TikTok 7 + IG 4 + LINE 2 + Shorts 3
• Mix: Inspiration 30%, Education 30%, Entertainment 25%, Selling 15%

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Quality checklist

Before delivering the calendar, verify:

• At least 15 posts per week (or matching the user's target frequency)
• Funnel ratio sums correctly: TOFU 40% + MOFU 35% + BOFU 15% + Retention 10%
• Content pillars balanced — no pillar drifts more than 10% off target
• Source-type mix includes FGC, Brand, UGC, EGC
• Every post has a specific hook / headline — no blanks
• Every post has a clear CTA
• Posting times respect the region's local peak windows
• No two posts on the same channel at the same time
• Content repurposing — every source asset has at least 3 derivatives
• Email kept to 2 / week (excluding welcome flows)
• Owner and status columns filled
• AI Content Score >= 6 for every post
• Region-specific channels included where relevant
• Currency in CTAs matches .agents/product-marketing-context-global.md