---

name: 01-content-calendar-global description: "Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see 36-content-brief-global; the caption text itself, see 37-social-caption-global; deciding next period content from last period data, see 40-next-content-plan-global; a paid campaign timeline, see 02-campaign-brief-global." metadata: version: 1.0.1 category: content license: MIT triggers:

• "content calendar"
• "posting schedule"
• "monthly content plan"
• "social media calendar"
• "editorial calendar" related:
• product-marketing-context-global
• 00-marketing-plan-global
• 04-script-video-global
• 02-campaign-brief-global
• 09-customer-insight-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.

---

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.

---

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?

---

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

---

Content matrix — generate ideas at scale

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.

---

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

---

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

---

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

---

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]

---

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

---

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

---

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%

---

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