Social Content Planner

Generate a comprehensive Meta Ads social content proposal for any brand, based on their products, positioning, and competitor learnings.

Prerequisites

Before running this skill, you should have:

1. Brand Bible — Run /website_brand_analysis first, or have existing brand guidelines
2. Competitor Analysis (optional but recommended) — Run /meta_ads_analyser on 1-2 competitors to identify winning patterns

Inputs

Input	Source	Required
Brand guidelines	Brand bible or /website_brand_analysis output	✅ Yes
Product ladder	From brand bible (pricing, tiers)	✅ Yes
Competitor analysis	From /meta_ads_analyser output	⭕ Recommended
Target audience	From brand bible ICP section	✅ Yes
Existing assets	Landing pages, lead magnets, etc.	⭕ Optional

Workflow

Phase 1: Gather Context

1. Load brand bible — Products, pricing, voice, visual style
2. Load competitor analysis (if available) — Winning patterns, funnel structures
3. Identify product ladder — Free → Low-ticket → High-ticket → Enterprise
4. Note existing assets — What landing pages/lead magnets already exist?

Phase 2: Design Funnel Strategy

Map the customer journey:

TOFU (Cold Traffic)
├── Lead magnets (quiz, free course, valuable content)
├── Goal: Email capture, pixel building
└── Budget: 50-60%

MOFU (Warm Traffic — Retargeting)
├── Low-to-mid ticket offers
├── Goal: First purchase, course sales
└── Budget: 30-40%

BOFU (Hot Traffic — High Intent)
├── High-ticket / enterprise offers
├── Goal: Sales calls, team deals
└── Budget: 10-15%

Phase 3: Define Landing Pages

For each funnel stage, recommend landing pages:

TOFU Landing Pages:

• Quiz/assessment pages (high conversion, low friction)
• Free course/lead magnet pages
• Tutorial/value content pages

MOFU Landing Pages:

• Paid traffic variants of product pages
• More aggressive than organic pages
• Include: price anchoring, urgency, testimonials

BOFU Landing Pages:

• Existing sales pages
• "Book a call" pages
• Case study pages

Phase 4: Design Ad Creatives

Create 6-10 ad concepts across the funnel:

TOFU Ads (3-4 creatives):

• Video: Hook + problem + free offer CTA (25-35s)
• Image: Native/organic style (doesn't look like ad)
• Carousel: Value bomb / tutorial teaser

MOFU Ads (2-3 creatives):

• Video: Identity + agitation + solution + proof (30-40s)
• Image: Price anchoring, transformation

BOFU Ads (1-2 creatives):

• Video: Case study, results-focused (35-45s)
• Image: Social proof, consultation CTA

Phase 5: Write Video Scripts

For each video ad, write a full script with:

[TIMESTAMP] SECTION NAME
"Dialogue / voiceover text"

Visual notes: What's on screen

Script structure:

1. Hook (0-3s) — Pattern interrupt, curiosity, or identity call-out
2. Problem (3-10s) — Agitate the pain point
3. Solution (10-20s) — Introduce the offer
4. Proof (20-30s) — Testimonials, numbers, credibility
5. CTA (last 5s) — Clear next step

Phase 6: Define Image Ad Concepts

For each image ad, describe:

• Concept — What style/approach
• Text on image — Actual copy
• Visual notes — Design direction
• Landing page — Where it drives

Image styles that work:

• Native/organic (notebook, text post)
• Bold claim + price
• Before/after
• Tutorial preview
• Quote/testimonial

Phase 7: Budget & Testing Plan

Budget allocation:

• TOFU: 50-60%
• MOFU: 30-40%
• BOFU: 10-15%

Testing phases:

1. Weeks 1-2: TOFU testing, find winning lead magnet
2. Weeks 3-4: MOFU activation, first sales
3. Weeks 5-8: Optimization, scaling winners

Phase 8: Generate Outputs

Create two files:

1. Markdown — {brand}-social-content-plan.md
2. HTML — {brand}-social-content-plan.html

Both should include:

• Executive summary
• Funnel strategy with diagram
• Landing page recommendations
• Ad creative cards (with scripts/concepts)
• Budget allocation
• Testing plan
• Approval checklist

Save to: ~/clawd/output/

Phase 9: Deliver & Get Approval

Send both files to user with summary:

• Number of landing pages proposed
• Number of ad creatives
• Key strategic decisions to approve

Include approval checklist:

1. ✅/❌ Overall funnel strategy
2. ✅/❌ Landing page concepts
3. ✅/❌ Ad creative concepts
4. ✅/❌ Video scripts
5. ✅/❌ Budget allocation

Wait for approval before creating actual assets.

Output Format

Markdown Structure

# {Brand} Meta Ads Social Content Plan

## Executive Summary
[Overview, approach, asset count]

## Strategic Framework
[Competitor learnings, product ladder, funnel structure]

## Proposed Landing Pages
[For each page: URL, purpose, structure, key elements]

## Proposed Ad Creatives
### TOFU Ads
[Ad cards with scripts/concepts]

### MOFU Ads
[Ad cards with scripts/concepts]

### BOFU Ads
[Ad cards with scripts/concepts]

## Creative Summary
[Table of all ads]

## Budget Allocation
[Percentages and reasoning]

## Testing Plan
[Phased approach]

## Assets to Create
[Checklist]

## Approval Checklist
[Items for client to approve]

HTML Structure

Use template at templates/proposal-template.html:

• Clean white background, doc-like styling
• Funnel diagrams (text-based)
• Script blocks with timestamps
• Image ad mockups (styled divs)
• Badge system for TOFU/MOFU/BOFU
• Approval checklist section

Patterns from Competitor Analysis

When competitor analysis is available, apply these patterns:

Pattern	How to Apply
Quiz/assessment TOFU	Create a quiz lead magnet if none exists
Credibility stacking	Add logos/credentials in first 10s of video
Two-tier funnel	Separate cold and warm audiences clearly
Native creative	Include at least one "doesn't look like an ad" image
Identity-driven copy	Use "you're the kind of person who..." language
Price anchoring	Compare low-ticket to high-ticket alternative

Example Funnel Structures

Education/Course Business

FREE: Crash course / Quiz / Tutorials
€200-500: Beginner course
€500-1000: Advanced course
€5k+: Coaching / Team training

SaaS Business

FREE: Trial / Freemium / Lead magnet
€50-200/mo: Individual plan
€200-500/mo: Team plan
€1k+/mo: Enterprise

Agency/Services

FREE: Audit / Assessment / Calculator
€500-2k: Entry service / Workshop
€5-20k: Main service package
€50k+: Retainer / Enterprise

Integration with Other Skills

This skill works best when combined with:

1. /website_brand_analysis — Generate brand bible first
2. /meta_ads_extractor → /meta_ads_analyser — Analyze competitor ads
3. After approval: Create assets (landing pages, video scripts, images)

Tips for Better Proposals

1. Lead with strategy, not tactics — Explain the funnel logic before listing ads
2. Show the math — If possible, estimate CAC, LTV, ROAS
3. Include native creative — At least one ad that doesn't look like an ad
4. Write real scripts — Don't leave placeholders, write actual dialogue
5. Make approval easy — Clear checklist at the end
6. Visual mockups help — Even text-based mockups of image ads