Content Planner

Content Planner

Orchestrate parallel research across X, Instagram, YouTube, and TikTok, then aggregate findings into content ideas and platform-specific playbooks.

Prerequisites

Same as individual research skills:

• APIFY_TOKEN for X, Instagram, and TikTok research
• TUBELAB_API_KEY for YouTube research
• GEMINI_API_KEY for video analysis
• Accounts configured in .claude/context/ for each platform

CRITICAL - Subagent Environment Setup: Each subagent must load environment variables from the .env file in the head-of-marketing working directory before executing any API calls:

export $(cat .env | grep -v '^#' | xargs)

Workflow

1. Read User Context

Read all files in .claude/context/ to understand the user's niche, target audience, and accounts to research. Pass this context to each subagent.

2. Create Master Run Folder

RUN_FOLDER="content-plans/$(date +%Y-%m-%d_%H%M%S)" && mkdir -p "$RUN_FOLDER" && echo "$RUN_FOLDER"

3. Launch Research Subagents in Parallel

Use the Task tool to launch 4 subagents simultaneously:

Subagent 1 - X Research:

Execute the x-research skill:
1. Create run folder in x-research/
2. Fetch tweets (30 days, 100 max per account)
3. Analyze for outliers
4. Run video analysis if video content found
5. Generate report

Return: The run folder path and a JSON summary with:
- run_folder: path to the run folder
- total_posts: number analyzed
- outlier_count: outliers found
- top_topics: top 5 hashtags/keywords

Subagent 2 - Instagram Research:

Execute the instagram-research skill:
1. Create run folder in instagram-research/
2. Fetch reels (30 days, 50 per account)
3. Analyze for outliers
4. Run video analysis on top 5
5. Generate report

Return: The run folder path and a JSON summary with:
- run_folder: path to the run folder
- total_posts: number analyzed
- outlier_count: outliers found
- top_topics: top 5 hashtags/keywords

Subagent 3 - YouTube Research:

Execute the youtube-research skill:
1. Read channel context from .claude/context/youtube-channel.md
2. Analyze channel for keywords
3. Search for outliers
4. Filter to top 3 relevant videos
5. Run video analysis
6. Generate report

Return: The run folder path and a JSON summary with:
- run_folder: path to the run folder
- total_videos: number analyzed
- outlier_count: outliers found
- top_topics: top 5 keywords

Subagent 4 - TikTok Research:

Execute the tiktok-research skill:
1. Create run folder in tiktok-research/
2. Fetch videos (30 days, 50 per account)
3. Analyze for outliers
4. Run video analysis on top 5
5. Generate report

Return: The run folder path and a JSON summary with:
- run_folder: path to the run folder
- total_videos: number analyzed
- outlier_count: outliers found
- top_topics: top 5 hashtags/sounds/keywords

4. Collect Research Results

After all subagents complete, read from each platform's latest run folder:

x-research/{latest}/
├── outliers.json
└── video-analysis.json (if exists)

instagram-research/{latest}/
├── outliers.json
└── video-analysis.json

youtube-research/{latest}/
├── outliers.json
└── video-analysis.json

tiktok-research/{latest}/
├── outliers.json
└── video-analysis.json

5. Generate Content Ideas

Read references/content-ideas-template.md for the full template structure.

Key aggregation tasks: 1. Extract topics from each platform's outliers 2. Cross-reference to find topics appearing on multiple platforms 3. Identify X-sourced emerging ideas (high X engagement, low presence elsewhere) 4. Calculate opportunity scores for X ideas:

   opportunity_score = (x_engagement × 1.5) / (instagram_saturation + youtube_saturation + tiktok_saturation + 1)

• instagram_saturation: 0 (not present), 0.5 (low), 1 (medium), 1.5 (high)
• youtube_saturation: same scale
• tiktok_saturation: same scale

5. Generate 2-week calendar with platform-specific content suggestions

Write to: {RUN_FOLDER}/content-ideas.md

6. Generate Platform Playbooks

For each platform, read references/playbook-template.md and generate:

• {RUN_FOLDER}/x-playbook.md
• {RUN_FOLDER}/instagram-playbook.md
• {RUN_FOLDER}/youtube-playbook.md
• {RUN_FOLDER}/tiktok-playbook.md

Each playbook extracts from the platform's research:

• Winning hooks with replicable formulas (from video-analysis.json)
• Format analysis and content patterns
• Content structure breakdowns
• CTA strategies
• Trending topics and hashtags
• Top 15 outliers with analysis
• Actionable takeaways

7. Present Summary

Output to user:

• Total content analyzed across all platforms
• Number of outliers identified per platform
• Key cross-platform insights (2-3 bullets)
• Top 3 emerging ideas from X
• Links to all generated files

Output Structure

content-plans/
└── {YYYY-MM-DD_HHMMSS}/
    ├── content-ideas.md          # Cross-platform ideas (X-primary)
    ├── x-playbook.md             # X/Twitter intelligence playbook
    ├── instagram-playbook.md     # Instagram intelligence playbook
    ├── youtube-playbook.md       # YouTube intelligence playbook
    └── tiktok-playbook.md        # TikTok intelligence playbook

Cross-Platform Topic Matching

To identify cross-platform winners:

1. Extract keywords/hashtags from each platform's outliers 2. Normalize terms (lowercase, remove # and @) 3. Find intersection of high-frequency terms 4. Score by combined engagement across platforms

Quick Reference

Full orchestration: 1. Create master run folder 2. Launch 4 research subagents in parallel (Task tool with 4 invocations) 3. Wait for all subagents to complete 4. Read all outliers.json and video-analysis.json files 5. Generate content-ideas.md using cross-platform analysis 6. Generate 4 platform playbooks 7. Present summary to user

Content Ideas Template

Use this template structure when generating content-ideas.md.

# Content Ideas

Generated: {date}
Research window: Last 30 days

## Executive Summary

- **Total posts analyzed**: {sum across platforms}
- **Total outliers identified**: {sum}
- **Platforms covered**: X, Instagram, YouTube

---

## Top Content Ideas

### Priority Tier 1: Emerging Ideas (X-sourced)

Ideas from X that show high engagement but haven't saturated other platforms yet.

| Idea/Topic | X Engagement | Instagram Presence | YouTube Presence | Opportunity Score |
|------------|--------------|-------------------|------------------|-------------------|
| {topic} | {score} | Low/Medium/High | Low/Medium/High | {calculated} |

#### 1. {Topic Title}

- **Source Tweet**: @{username} - "{tweet excerpt}"
- **Why it's working**: {analysis}
- **Engagement proof**: {likes}L / {RTs}RT / {replies}R
- **Cross-platform potential**: {assessment}
- **Suggested angles**:
  - {angle 1}
  - {angle 2}
  - {angle 3}

[Repeat for top 10 X-sourced ideas]

---

### Priority Tier 2: Cross-Platform Winners

Ideas performing well across multiple platforms (validated at scale).

| Topic | X Performance | IG Performance | YT Performance |
|-------|--------------|----------------|----------------|
| {topic} | {outlier?} | {outlier?} | {outlier?} |

#### 1. {Topic Title}

- **Platforms validated**: X, Instagram, YouTube
- **Best performing format per platform**:
  - X: {format/style}
  - IG: {format/style}
  - YT: {format/style}
- **Combined engagement**: {total}
- **Why it resonates**: {analysis}

[Repeat for top 5 cross-platform ideas]

---

### Priority Tier 3: Platform-Specific Hits

Strong performers that work best on one platform.

#### Instagram-Native Ideas
[List top 3 with context]

#### YouTube-Native Ideas
[List top 3 with context]

---

## Trending Topics & Hashtags

### Cross-Platform Trending

| Topic | X Rank | IG Rank | YT Rank |
|-------|--------|---------|---------|
[Merged from all platforms]

### Platform-Specific Trends

#### X/Twitter
{Top hashtags and keywords from outliers}

#### Instagram
{Top hashtags and keywords from outliers}

#### YouTube
{Top keywords and topics from outliers}

---

## Content Calendar Suggestions

Based on identified topics, here's a suggested 2-week content calendar:

| Day | Platform | Content Idea | Format | Hook Formula |
|-----|----------|--------------|--------|--------------|
| Mon | X | {idea} | Thread | {hook} |
| Tue | IG Reels | {idea} | Tutorial | {hook} |
| Wed | YouTube | {idea} | Short | {hook} |
[Continue for 2 weeks]

---

## Data Sources

- X Research: {run_folder} ({outlier_count} outliers from {total} posts)
- Instagram Research: {run_folder} ({outlier_count} outliers from {total} posts)
- YouTube Research: {run_folder} ({outlier_count} outliers from {total} videos)

Opportunity Score Calculation

For X-sourced ideas:

opportunity_score = (x_engagement × 1.5) / (instagram_saturation + youtube_saturation + 1)

Where:

• x_engagement = normalized engagement rate on X (0-10 scale based on outlier percentile)
• instagram_saturation:
• 0 = not present in Instagram outliers
• 0.5 = low (mentioned in 1-2 outliers)
• 1.0 = medium (3-5 outliers)
• 1.5 = high (6+ outliers)
• youtube_saturation = same scale

Higher score = more opportunity (high engagement, low saturation elsewhere).

Cross-Platform Topic Matching

1. Extract all keywords/hashtags from each platform's outliers 2. Normalize: lowercase, remove # and @, stem common variations 3. Find terms appearing in 2+ platforms 4. Rank by combined engagement across platforms

Platform Playbook Template

Use this template structure when generating {platform}-playbook.md.

# {Platform} Intelligence Playbook

Generated: {date}
Analysis period: Last 30 days

## Quick Stats

| Metric | Value |
|--------|-------|
| Posts analyzed | {total} |
| Outliers identified | {count} |
| Outlier rate | {percentage}% |
| Accounts tracked | {count} |

---

## Winning Hooks

Ranked by engagement. These formulas are proven to capture attention.

### Hook #1: {technique_name}

- **Creator**: @{username}
- **Opening line**: "{exact opening}"
- **Why it works**: {attention_grab analysis}
- **Replicable formula**: {template formula}
- **Engagement**: {metrics}
- **Link**: {url}

**How to use this hook:**
1. {Step 1}
2. {Step 2}
3. {Step 3}

**Variations to try:**
- "{variation 1}"
- "{variation 2}"

[Repeat for top 5-10 hooks]

---

## Content Formats That Win

### Format Distribution in Outliers

| Format | Count | % of Outliers | Avg Engagement |
|--------|-------|---------------|----------------|
| {format} | {n} | {%} | {avg} |

### Top Performing Formats

#### 1. {Format Name}

**What it is:** {description}
**Why it works:** {analysis}
**Best practices:**
- {tip 1}
- {tip 2}
- {tip 3}

**Example:** @{username} - {description}
**Engagement:** {metrics}

[Repeat for top 5 formats]

---

## Content Structure Patterns

### Pacing Breakdown

| Video/Post | Format | Pacing | Retention Techniques |
|------------|--------|--------|---------------------|
| @{username} | {format} | {pacing} | {techniques} |

### Successful Structures

#### Pattern 1: {Pattern Name}

[Opening: 0-3s] - {what happens} [Hook: 3-7s] - {what happens} [Value: 7-45s] - {what happens} [CTA: 45-60s] - {what happens}

**Used by:** @{username1}, @{username2}
**Success rate:** {x}% of outliers use this pattern

[Repeat for top 3 patterns]

---

## CTA Strategies

| Video | CTA Type | CTA Text | Placement | Result |
|-------|----------|----------|-----------|--------|
| @{username} | {type} | "{text}" | {placement} | {engagement} |

### Most Effective CTAs

1. **{CTA Type}** - "{example text}"
   - Placement: {where}
   - Why it works: {analysis}

[Repeat for top 5 CTA types]

---

## Trending Topics & Hashtags

### Top Hashtags

| Rank | Hashtag | Frequency | Avg Engagement |
|------|---------|-----------|----------------|
| 1 | #{tag} | {count} | {avg} |

### Top Keywords

| Rank | Keyword | Frequency | Context |
|------|---------|-----------|---------|
| 1 | {keyword} | {count} | {how used} |

{Platform-specific additions: sounds for TikTok, threads for X, etc.}

---

## Top Outlier Posts

### #1: @{username}

> {post content or title}

| Metric | Value |
|--------|-------|
| {metric1} | {value} |
| {metric2} | {value} |
| Engagement Rate | {rate}% |
| Engagement Score | {score} |

**Why it worked:** {analysis}
**Link:** {url}

[Repeat for top 15 outliers]

---

## Actionable Takeaways

Based on this analysis, here are specific actions to implement:

### Immediate Actions (This Week)

1. **{Action}**: {specific details}
2. **{Action}**: {specific details}
3. **{Action}**: {specific details}

### Content Strategy Adjustments

1. **{Strategy shift}**: {details}
2. **{Strategy shift}**: {details}

### Hooks to Test

1. "{Hook formula 1}"
2. "{Hook formula 2}"
3. "{Hook formula 3}"

---

## Accounts Analyzed

| Account | Follower Count | Posts Scraped | Outliers |
|---------|---------------|---------------|----------|
| @{username} | {followers} | {count} | {outliers} |

---

## Research Metadata

- **Run folder**: {path}
- **Outlier threshold**: {threshold} std dev
- **Days analyzed**: {days}
- **Video analysis**: {yes/no, count}

Platform-Specific Sections

X/Twitter Additions

• Thread analysis (if applicable)
• Quote tweet patterns
• Media vs text-only breakdown

Instagram Additions

• Audio/sound trends (for Reels)
• Caption length analysis
• Carousel vs single post performance

YouTube Additions

• Thumbnail analysis notes
• Title formula patterns
• Video length correlation with performance