Content Strategy

Content Strategy is an individual skill from Corey Haines' Marketing Skills collection for deciding which content a company should produce in the first place. It is not intended to finish a single article; the collection points to its copywriting skill for that work. Its purpose is planning: define topic areas, connect customer questions to search and brand potential, prioritize ideas, and build an editorial rhythm. According to the repository, the collection serves technical marketers and founders using AI agents for marketing work. The skill begins by understanding product, ideal customer, objectives, problems, existing content, resources, formats, and competition rather than inventing a generic calendar.

Searchable, shareable, or both

Its core model separates searchable from shareable content. Searchable content captures existing demand: clear target keywords, matching intent, understandable titles, structured headings, and comprehensive answers. Shareable content creates demand: original data, reasoned opinions, stories, case studies, or surprising insights people want to pass on. The guidance treats searchability as the foundation without dismissing distribution and brand building. Every publication should be searchable, shareable, or ideally both; a piece with no clear job is a weak candidate for limited resources.

Pillars and sources of ideas

The skill recommends three to five content pillars aligned with product problems, audience needs, search volume, and competitive gaps. Each pillar can produce a cluster of a hub and linked subtopics. Ideas may come from keyword exports, sales and support conversations, customer interviews, surveys, forums, and competitor research. The language of customers matters: recurring questions, objections, terms, and use cases are more dependable starting points than internal assumptions alone. The agent should analyze provided sources and cite its evidence rather than fabricate keyword volumes or quotes.

Prioritization and production

For choosing what to make, the guidance proposes weighted scoring: customer impact at 40 percent, content-market fit at 30 percent, search potential at 20 percent, and resource requirements at 10 percent. That does not create objective truth, but it makes trade-offs visible. For a calendar, the skill offers a starting mix of 60 percent searchable, 30 percent shareable, and 10 percent experimental formats. It also gives production discipline: draft multiple title options, edit in passes, build the hub before its spokes, and plan reuse early for video, podcasts, or email. Those percentages are a starting point, not a guarantee, and should fit the brand's maturity and capacity.

Distribution belongs in the plan

A key idea is “Create Once, Distribute Twice”: build a strong flagship piece so headings, quotes, data, and sections can later be reused in newsletters, social channels, or partnerships. The skill frames channels as borrowed, rented, and owned. A company's web and email content remains controllable over time; social platforms and other audiences can provide reach but not ownership. A content plan should therefore connect publishing, internal links, repurposing, and measurement rather than deliver only a list of blog titles.

Installation, source, and boundaries

The library is free and MIT-licensed according to the primary repository. Install this individual skill in Claude Code with:

npx skills add coreyhaines31/marketingskills --skill content-strategy -a claude-code

The command installs workflow knowledge, not an editorial team, data store, or automatic publishing system. Privacy, source rights, approvals, and brand voice remain the team's responsibility. This entry does not state concrete prices because optional tools and services have their own terms. The official product site is marketing-skills.com and the source is github.com/coreyhaines31/marketingskills. The whole repository had 47,560 GitHub stars on 2026-09-07. The count does not apply to Content Strategy in isolation and is only a point-in-time popularity signal, not a quality, security, or outcome guarantee.