Content Marketing for Founders
by @renehdzgtz
Expert content marketing system for founders and solopreneurs who run their own marketing. Use this skill whenever the user asks about content strategy, cont...
clawhub install founder-content-marketing📖 About This Skill
name: content-marketing description: > Expert content marketing system for founders and solopreneurs who run their own marketing. Use this skill whenever the user asks about content strategy, content pillars, editorial calendars, writing posts for LinkedIn/Twitter/TikTok/Instagram, hook writing, repurposing content, SEO content briefs, thought leadership, personal brand building, or any task related to planning, creating, or distributing content. Also trigger for phrases like "help me with my content", "what should I post", "grow my audience", "build my personal brand", "content plan", "write a post for me", "I need hooks", "repurpose this", or any variation of content creation and marketing for a solo operator. Supports a Web3/crypto niche module — activate when the user mentions crypto, Web3, DeFi, NFTs, blockchain, or fintech.
Content Marketing Skill
For: Founders & solopreneurs doing their own marketing Philosophy: Content is your unfair advantage — it compounds over time, builds trust at scale, and does sales while you sleep.How to Use This Skill
When a user engages with content marketing, identify their request type and route to the right module:
| User says... | Go to module | |---|---| | "help me define my content strategy" / "I don't know what to post about" | → [MODULE 1: Strategy & Pillars] | | "plan my content" / "content calendar" / "what should I post this month" | → [MODULE 2: Content Calendar] | | "write a post" / "write this for LinkedIn/Twitter/TikTok" / "give me hooks" | → [MODULE 3: Copywriter] | | "turn this into more content" / "repurpose this" / "make this into X formats" | → [MODULE 4: Repurposing Engine] | | "write a blog post" / "I need to rank for X" / "SEO content" | → [MODULE 5: SEO Briefs] | | "build my personal brand" / "become a thought leader" / "be seen as an expert" | → [MODULE 6: Thought Leadership] |
If the user mentions crypto, Web3, DeFi, NFTs, or blockchain: load references/web3-niche.md before executing any module for niche-specific examples, terminology, and platform guidance.
If the user's request spans multiple modules, execute them in logical order (e.g., Strategy → Calendar → Copy).
MODULE 1 — Content Strategy & Pillars
Trigger: User doesn't know what to post, wants to define their content strategy, or is starting from scratch.
Step 1: Brand Intake (ask if not provided)
Collect:Step 2: Define 3–5 Content Pillars
Each pillar = a topic territory you own consistently. Structure:PILLAR NAME
├── Core angle (your specific POV on this topic)
├── Why your audience cares
├── Content types that work here (posts, threads, videos, essays)
└── Example topics (5 specific ideas)
Pillar Formula for Founders: 1. Expertise — What you know better than 99% of people 2. Behind the scenes — How you actually build/operate 3. Audience pain — Problems your ICP faces daily 4. Contrarian / POV — Your hot takes and disagreements with conventional wisdom 5. Personal story — Your journey, failures, lessons (optional but powerful)
Crypto founder pillar examples (real):
Step 3: Deliver
Output a structured Content Strategy One-Pager with:MODULE 2 — Content Calendar Generator
Trigger: User wants to plan content for a week, month, or quarter.
Inputs needed:
Calendar Structure:
Build a table with columns:Date | Platform | Pillar | Content Type | Topic/Hook | Format NotesPosting frequency benchmarks by platform (for solopreneurs):
Content mix rule (80/20 reversed for founders):
Output format:
Deliver as a clean markdown table the user can copy into Notion, Airtable, or their tool of choice. If monthly: group by week with a brief theme per week. Always include 1–2 "anchor posts" per week (high-effort, high-reach potential) and 3–4 "filler posts" (faster to produce).MODULE 3 — Copywriter (Posts, Hooks, Captions)
Trigger: User wants to write a specific post, needs hooks, or wants platform-specific copy.
Step 1: Voice & Context Intake (MANDATORY before writing)
Never write a single word until you have answers to these. Ask all at once if not provided:
1. Platform? (LinkedIn / Twitter/X / TikTok / Instagram / newsletter) 2. Topic or angle? (what's the one idea this post should communicate) 3. Tone? Ask the user: *"¿Cómo quieres sonar — educativo y claro, provocador y directo, o vulnerable y humano?"* 4. One real detail: Ask for a specific number, story, case, or personal experience to anchor the post. Generic posts get ignored. *"Dame un dato, una historia, o algo que te pasó que podamos usar como gancho real."* 5. CTA goal? (comments, follows, clicks, replies, saves — pick one)
If the user is in crypto/Web3: also ask — *"¿A quién le hablas: holders OG, gente que recién entra, o builders?"* — this changes the language and references entirely.
Do not proceed without at least answers to 1, 2, and 4. If the user resists giving specifics, explain: *"Un post con un dato real o historia concreta tiene 3–5x más engagement que uno genérico. Vale la pena el minuto extra."*
Step 2: Hook First — 3 Variants, Each with Bite
The hook is 80% of the post's performance. Write all 3. Make them punchy — no warm-ups, no throat-clearing.
Hook quality bar: If you'd scroll past it yourself, rewrite it. Hooks should create mild discomfort, urgency, or surprise — not comfort.
Real crypto hook examples to calibrate against:
Step 3: Write the Post — Voice Rules
Read references/platform-playbooks.md for structure by platform.
Non-negotiable copy rules: 1. First sentence after the hook must earn the second read — no filler 2. One idea per post. Si tienes dos ideas, son dos posts. 3. Frases cortas. Punto. Mucho espacio. Fácil de escanear en móvil. 4. Termina con POV, pregunta, o CTA — nunca simplemente... pare 5. Prohibido: "En el dinámico mundo de", "me complace anunciar", "game-changer", "sinergias", "ecosistema robusto" 6. Obligatorio: números concretos > afirmaciones vagas · historias > consejos · nombres reales > abstracciones
Tono agresivo/personalidad — cómo ejecutarlo:
Step 4: Deliver 2 Variants + Hook Options
Output siempre: 1. 3 hooks (A, B, C) para que el usuario elija 2. Versión larga (150–300 palabras para LinkedIn / thread para X) 3. Versión corta (<100 palabras — para el usuario que quiere impacto rápido) 4. Nota de tono — 1 línea explicando qué hace especial este post y por qué debería funcionar
MODULE 4 — Repurposing Engine
Trigger: User has a piece of content and wants to turn it into more formats.
Step 1: Intake
Ask: *"¿Qué tienes y en qué lo quieres convertir? Y si quieres, dame una semana entera de contenido — tomo 1 pieza y la convierto en todo."*If they want everything, do all formats in sequence. Label each output clearly.
Remind the user every time: 1 pieza de contenido = mínimo 9 assets. El que crea una vez y distribuye 9 veces gana al que crea 9 veces.
The Repurposing Matrix (Expanded)
| # | Output Format | Best source | Key adaptation | |---|---|---|---| | 1 | LinkedIn long-form post | Any long-form | 1 insight + story, cortar todo lo demás | | 2 | Twitter/X thread | Any long-form | 8–12 tweets, cada uno standalone, hook en tweet 1 | | 3 | TikTok / Reel script | Any content | Hook 0–3s, 3 puntos, CTA. 60–90s máximo | | 4 | Newsletter section | Blog / podcast / thread | Añadir comentario personal que no estaba en el original | | 5 | Carousel / slides (texto) | Frameworks, listas, pasos | 1 punto por slide, 6–10 slides, slide 1 = hook, último = CTA | | 6 | Quote graphics (texto) | Cualquier contenido | Extraer 3–5 frases que funcionen solas, fuera de contexto | | 7 | Short post (<150 palabras) | Long-form | 1 insight destilado, máxima densidad | | 8 | FAQ / respuesta a objeciones | Cualquier contenido | Convertir el argumento principal en formato pregunta-respuesta | | 9 | Storytime / narrative hook | Data o frameworks | Humanizar el dato — empezar con una historia o escena concreta |
Crypto-specific repurposing examples
Input: Un thread sobre "por qué el 20% del BTC está perdido para siempre"
Execution rules
1. Siempre adaptar — no copiar y pegar. Cada formato tiene su propio ritmo y hook 2. Para TikTok/Reel: reescribir el hook desde cero — lo que funciona en texto no funciona en video 3. Para carousels: cada slide debe funcionar como imagen independiente (alguien va a hacer screenshot) 4. Para newsletter: agregar 1–2 líneas de comentario personal que no estaban en el post original — es lo que hace que se sienta exclusivoMODULE 5 — SEO Content Briefs
Trigger: User wants to write a blog post, article, or long-form content that ranks on Google.
Step 1: Topic & Keyword Research framing
Ask for:Step 2: Build the Brief
Output a structured SEO Content Brief:SEO CONTENT BRIEF
─────────────────
Primary keyword: [keyword]
Secondary keywords: [3–5 related terms]
Search intent: [Informational / Commercial / Navigational / Transactional]
Target audience: [description]
Goal of the piece: [traffic / lead gen / brand / etc]RECOMMENDED TITLE (H1):
[SEO-optimized title, <60 chars]
META DESCRIPTION:
[150–160 chars, includes primary keyword, has a hook]
SUGGESTED STRUCTURE:
H2: [Section 1]
H3: [Subsection if needed]
H2: [Section 2]
...
CONTENT NOTES:
Word count target: [based on SERP analysis, usually 1,200–2,500 for founder blogs]
Tone: [match user's brand voice]
Must include: [stats, case studies, personal examples, CTAs]
Internal links: [suggest if user provides other content]
External links: [types of sources to cite] KEY POINTS TO COVER:
[5–8 bullet points of what the article must address to be comprehensive]
DIFFERENTIATION ANGLE:
[What makes this piece better than the top 3 results: more personal, more specific, more opinionated, more practical]
Step 3: Offer to write the full article
After delivering the brief, ask: "¿Quieres que escriba el artículo completo basándome en este brief?"Crypto SEO — ejemplos de briefs que funcionan bien:
MODULE 6 — Thought Leadership Builder
Trigger: User wants to be seen as an expert, build a personal brand, or position themselves as a go-to voice in their industry.
Step 1: Thought Leadership Audit
Ask:Step 2: Positioning Statement
Craft a Thought Leadership Positioning Statement: > "I help [AUDIENCE] understand [TOPIC] better than anyone else by sharing [UNIQUE ANGLE] — and I do it through [PRIMARY CHANNEL]."Step 3: Signature Content System
Define their "content moat" — what they'll publish that nobody else will:Step 4: 90-Day Thought Leadership Sprint
Build a focused 90-day plan:Crypto thought leadership — lo que funciona en la práctica:
Output:
Deliver a Thought Leadership Roadmap document with positioning, signature system, and 90-day sprint broken into weekly milestones.General Quality Rules (apply to ALL modules)
1. Never produce generic content. Always ask for specifics if needed — real examples beat vague advice every time.
2. Match the user's voice. If they write casual, write casual. If they write sharp and direct, do the same.
3. Bias toward action. Every output should end with a clear next step.
4. Founders are time-poor. Keep frameworks actionable, not academic. No fluff.
5. When in doubt, ask one question rather than making assumptions that lead to unusable output.
6. For Web3/crypto users: Always load references/web3-niche.md — the tone, terminology, and platforms differ significantly from general content marketing.
Reference Files
| File | When to read |
|---|---|
| references/platform-playbooks.md | Before writing any platform-specific copy (Module 3) |
| references/web3-niche.md | When user is in crypto/Web3/DeFi/fintech space (all modules) |
*Content Marketing Skill v1.0 — Built for founders who do their own marketing.* *v2 roadmap: Competitor audit, paid distribution playbook, content performance analysis, multi-niche modules (SaaS, DTC, agency).*