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

markdown
| 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