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:
- Product / service? Industry, core USP, price tier.
- Active channels? List channels (TikTok, Instagram, Facebook, YouTube, LinkedIn, X, Email, Blog, Podcast) with current follower / subscriber counts.
- Goal this month? Grow followers / grow inbound messages / grow orders / launch a new product / seasonal campaign?
- 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
- Pull 3–5 brand content pillars (from
product-marketing-context-globalor by asking) - Build a grid: pillars (rows) × 8 formats (columns) = 24–40 ideas
- Each cell holds a specific headline — never generic ("Marketing" is wrong, "3 ways to cut CPMess below $5" is right)
- 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 |
| 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 | |
| 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 | |
| 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 |
| 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 | 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 | 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 | 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 | 08:30 | Offer | BOFU | Selling | [topic] | [subject line] | [CTA] | Brand | [name] | ||
| [date] | Thu | 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 | 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 | 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 |
| 3 posts / week | 4–5 posts / week | 1 post / day | Reels prioritised | |
| 3 posts / week | 4–5 posts / week | 1 post / day | Mix video + carousel + text | |
| 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 |
| 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