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content-strategy

Marketing & growth

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Updated 10-15 20:06

About this skill

Content strategy

Posting for the sake of posting is a waste of time and budget. The skill looks at what your customers actually buy (and what has stalled), applies seasonality, and produces a 30-day brief: what to promote, which promotions to launch, what to hold back — so that content works for demand, not for the feed.

Quick start

When a small business owner asks "what should I post this month?" or "what's my content plan?", the skill:

  1. Pulls in sales data from ~~бухгалтерии or ~~платежей (transaction history, revenue by product/service with dates)
  2. Finds patterns — top items, stalled products, seasonal trends
  3. Applies context — seasonality (from the owner or industry benchmarks), past results
  4. Produces a 30-day brief — ranked recommendations: what to promote, what to hold back, which promotions to consider
  5. Gets the owner's confirmationbefore the brief goes to canva-creator for generating layouts

The output is strategy only — no calendar planning, no creatives.

Workflow

Step 1: Preflight check (only for ~~бухгалтерии with a profile)

If data is pulled from an accounting system (for example, 1C or MoySklad) and it requires a business category for benchmarks, check that the profile is filled in:

  1. Check whether the "Industry" / business category field is filled in
  2. If it is empty or "Not specified":
    • Ask: "I need your business category to use the right seasonal benchmarks. What industry are you in?" (for example, retail, services, food service, online store)
    • Save the industry to the profile
    • Confirm: "Profile updated. Ready to pull in sales data."
  3. If the profile is filled in — proceed to Step 2

Note: direct statements from ~~платежей (YuKassa, bank client) and CSV exports do not require profile setup.

Step 2: Clarify priorities and metrics

At launch, ask the owner:

  • "How should top positions be calculated?"

    • By total revenue?
    • By margin (gross profit)?
    • By sales velocity (how quickly it sells)?
    • By a combination?

  • "Do you have an understanding of seasonality?"

    • If yes: "Tell me about it" (record the seasonality known to the owner)
    • If no: "I'll use industry benchmarks for your category"

Step 3: Pull and analyze sales data

Take data from the connected connector (owner's choice):

  • Period: the last 90 days (or the entire history if there is less than 90 days of data)
  • Extract: product/service name, sale date, revenue, quantity

Source-specific details:

  • ~~бухгалтерия (1C:Accounting, MoySklad, Kontur.Elba): pull revenue from sales and line items from the accounting system. The pre-flight check sets the industry context.
  • ~~платежи (YuKassa, Tinkoff Kassa, bank client): pull receipts and acquiring transactions. Request rate limit: if you hit the API limit, wait 30 seconds and retry once. If it is still blocking, suggest: "The payment service is temporarily limiting requests. Switch to an export from the accounting system, or continue with the data already received?"
  • Manual export (CSV/Excel): if there is no connector — ask the owner to export transactions from the bank client, YuKassa, or 1C to CSV and attach the file. This is the default basic path for Russia.

Fallback option: if there is less than 3 months of data, use industry seasonal benchmarks for the business category (retail, services, online store).

Determine:

  • Top 3–5 positions (by the metric chosen by the owner)
  • Bottom 3–5 — stagnant product (hold or reposition)
  • Growing (gaining momentum over the last 30 days)
  • Declining (losing momentum)

Step 4: Apply seasonality

  • From the owner: if they shared seasonal patterns, weigh recommendations based on them
  • Industry benchmarks: for categories without strong owner data (e.g., "Q1 is a strong season for accounting services")
  • Timing: mark positions that in the next 30 days should peak or, conversely, decline due to the season

Step 5: Assemble a 30-day brief

Structure:

  • Summary (1–2 sentences: "Your hits are X and Y. A seasonal shift toward Z is beginning.")
  • Promote actively (top 2–3 positions + recommended angle, e.g., "payback case study", "how-to video")
  • Hold steady (mid-tier; maintain visibility without much effort)
  • Reposition or pause (stagnant product; consider a discount, bundle, pause)
  • Seasonal opportunities (what is coming next month — position for it now)
  • Recommended promotions (bundle, discount, trial period — based on data)

Example length: 200–400 words (concise and to the point, not an essay).

Step 6: Owner confirmation and refinement

Show the brief to the owner. Ask:

  • "Does this match your impression?"
  • "What should be adjusted?"
  • "Shall we pass the brief to canva-creator for generating layouts?"

Refine if necessary; after confirmation, return the final brief as structured JSON (ready for subsequent tools).

Ad labeling: if the brief involves paid promotion (Yandex Direct, VK Ads, Telegram Ads, channel seeding), then at the creative generation stage marking will be required — an ORD token and data transfer to ERIR (mandatory in the Russian Federation since 2022). Take this into account in the campaign plan. ⚠️

Pitfalls and edge cases

See reference/gotchas.md — typical mistakes.

Examples

See reference/examples/ — analyzed cases (retail, services).