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01 · Category

What the MCP returns at this step

104 · Business · Planning

Anthropic Content Strategy

Guides content strategy from supplied and authorized context.

businessplanninganthropicworkflowplanung

Anthropic Content Strategy · Original SKILL.md

---
name: content-strategy
description: >
Analyzes sales data from PayPal and QuickBooks to find top performers and
slow movers, layers in seasonality, and produces a prioritized 30-day
content brief: what to push, what offers to run, what to hold. Strategic
output only — no calendars or assets. Use when the user asks what to post,
wants a content plan, asks what's selling, or what to promote this month.
allowed-tools: Read, WebFetch
---

# Content Strategy

## Quick start

When an SMB owner asks "what should I post this month?" or "what's my content plan?", this skill:

1. **Pulls sales data** from QuickBooks or PayPal (transaction history, product/service revenue by date)
2. **Identifies patterns** — top-selling products, slow movers, seasonal trends
3. **Layers in context** — seasonality (user-provided or industry benchmarks), past performance
4. **Produces a 30-day brief** — ranked recommendations of what to push, what to hold, what offers to consider
5. **Gets owner approval** before the brief feeds into `social-content-engine` for asset generation

The output is strategic only — no calendar scheduling, no creative assets.

---

## Workflow

### Step 1: Pre-flight check (QuickBooks only)

If using QuickBooks, verify the business profile is set up:

1. Call `company-info` to check if `Industry` is populated
2. If missing or "Unknown":
- Ask: "I need your business category to pull the right seasonality benchmarks. What industry are you in?" (e.g., retail, services, SaaS)
- Call `quickbooks-profile-info-update` with the user's industry
- Confirm: "Profile updated. Ready to pull your sales data."
3. If profile is set, proceed to Step 2

**Note:** PayPal and Square do not require profile setup.

### Step 2: Clarify priorities & metrics

When triggered, ask the user:

- **"How do you want me to measure 'top performers'?"**
- By total revenue?
- By profit margin?
- By sales velocity (how fast they're selling)?
- Combination of the above?

- **"Do you have seasonality patterns in mind?"**
- If yes: "Tell me about them" (capture user's known seasonality)
- If no: "I'll use industry benchmarks for your category"

### Step 3: Pull and analyze sales data

Fetch data from the authenticated connector (QuickBooks, PayPal, or Square, user's choice):

- **Date range:** Last 90 days (or full history if <90 days available)
- **Extract:** Product/service name, date sold, revenue, quantity

**Connector-specific notes:**

- **QuickBooks:** Fetch invoice line items via `profit_loss_quickbooks_account` (pre-flight sets industry context). Read the rows or `monthlyBreakdown`; the response's `totalExpenses` reports 0 against real rows, so never read the summary fields
- **PayPal:** Fetch merchant transactions via `list_transactions`. *Rate-limiting:* If you hit rate limits, pause 30 seconds and retry once. If still blocked, gracefully offer: "PayPal is rate-limited. Would you like to switch to QuickBooks or Square instead, or I can continue with historical data I already pulled?"
- **Square:** Requires location ID first. Call `make_api_request(service="locations", method="list")` to discover available locations, then fetch orders for each location.

**No connectors at all?** This still runs, and it is a supported path — not a degraded one. Ask the owner to export their sales history and upload it. Name the export by the label they will actually see in the app:

- **QuickBooks** — Reports, then the "Sales by Product/Service Detail" report, set to the last 90 days, exported to Excel or CSV
- **PayPal** — Activity, then Download, set to the last 90 days, "Completed transactions" as CSV
- **Square** — Reports, then Item Sales, set to the last 90 days, exported as CSV

Any one of those carries product name, date, revenue, and usually quantity, which is everything Step 3 needs. A pasted list of what sold and roughly when also works — say plainly that the read is rougher, and run it.

**Fallback:** If <3 months of data, use industry seasonality benchmarks for the SMB's category (e.g., retail, services, e-commerce)

Identify:
- **Top 3–5 performers** (by user's chosen metric)
- **Bottom 3–5 slow movers** (consider holding or repositioning)
- **Trending up** (gaining momentum in last 30 days)
- **Trending down** (losing momentum)

### Step 4: Layer in seasonality

- **User-provided:** If they shared seasonal patterns, weight recommendations against them
- **Industry benchmarks:** For categories without strong user data (e.g., "Q1 is strong for tax services")
- **Timing:** Flag products that should ramp up/down in the next 30 days based on seasonal patterns

### Step 5: Build the 30-day brief

Structure:
- **Executive summary** (1–2 sentences: "Your best sellers are X and Y. Seasonal shift to Z is starting.")
- **Push hard** (Top 2–3 products + recommended content angle, e.g., "Case study on ROI", "How-to video")
- **Hold steady** (Middle performers; maintain visibility but no heavy lift)
- **Reposition or pause** (Slow movers; consider discounting, bundling, or pausing)
- **Seasonal opportunities** (What's coming next month that you should position for now)
- **Recommended offers** (Bundle, discount, or free-trial strategy based on data)

Example length: **200–400 words** (brief and actionable, not essay-length).

### Step 6: Owner approval & iteration

Present the brief to the owner. Ask:
- "Does this match your gut?"
- "Anything to adjust?"
- "Ready to feed this to social-content-engine for asset generation?"

Iterate if needed; once approved, return the final brief as structured JSON (ready for downstream tools).

---

## More sources, and direct invocation

Read `reference/v2_sources.md` for the mapping:

- **Shopify** — per-SKU velocity, variant performance, and product images that flow straight into asset generation downstream
- **Stripe** — subscription and recurring revenue, where relevant

### Direct invocation

If the owner asks for a sales brief, run this and return the brief. Don't route them anywhere.

## Gotchas & edge cases

See [`reference/gotchas.md`](reference/gotchas.md) for common pitfalls.

---

## Examples

See [`reference/examples/`](reference/examples/) for worked examples (SaaS, retail, services).

---

## Output

**Deliver the 30-day brief per the owner's stored output preference — never default to a markdown file.** Check the `## Business context` block's `Output preference` (shared style guide rule, `../../shared/artifact-style.md`):

- **Visual artifact (the default):** render the brief as an HTML page in the house style — what to promote as the lead, the why behind each pick with its numbers in tabular-nums, and the channel call per push. The structured JSON for downstream tools rides along unchanged; it is an input to other skills, not a second deliverable.
- **docx / md / notion / canva preference:** deliver the same content in that form — a DOCX or markdown file, a Notion page created via the connector (named destination, never overwriting), or a Canva Doc created via the Canva connector (a new design each run, named with the date; tables become lists); fall back to the visual artifact if Notion or Canva is not connected — and say that is why.
- **Best for skill:** use the visual artifact — this output is a decision page, not prose.

## After the brief

The 30-day brief is approved and ready to act on. The natural next step is "make the content" — `social-content-engine` turns the brief into the standing calendar and the posts. Also nearby: "run this brief" (`canva-creator`) for a one-shot campaign build from this exact brief, and "is my marketing working" (`growth-pulse`) to check whether last month's push paid off. Offer at most three, and skip any offer the owner already declined this session.

## Using a tool that isn't listed

The connectors named in this skill are the tested paths, not a wall. If the owner wants this flow to use a tool that isn't connected or listed, offer `build-connector` — it checks the connector directory first and connects through Zapier otherwise, never hand-building against a raw API. Once the connection exists, the tool joins this skill like any other optional connector, under the same approval gates.

When to use

Use for the stated task with user-supplied, authorized business context.

Requirements

This source can refer to connectors, files, accounts, or related skills. They are not bundled, connected, or authorized by this catalog entry. Keep findings tied to supplied evidence.

Starting prompt

Use the skill below for [TASK]. Ask for missing context, distinguish facts from assumptions, and do not connect accounts, send messages, or make external changes unless the user explicitly requests and authorizes them.

Not for

Automatic connector use, account access, sending, publishing, record changes, or claims unsupported by supplied evidence.

What M11 added

M11 added routing metadata, source attribution, integrity tracking and explicit boundaries around connectors and external actions. The original Apache-2.0 skill is retained unchanged.

Original authorship remains with anthropics/knowledge-work-plugins · Original source ↗

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Pre-recordec, pre-tested, elements to capture elements into Packeted-User-Relations to capture - [

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Source SHA-256: 2f05c89ad1f1d355084bd56170ae1557eaf1bae7f4b40cadbec3409dc1bba36c
Snapshot checked: 2026-10-05T00:00:00.000Z

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