# content-strategy

Works out what content a product needs, where it lives and who owns it. Useful when the content itself is the problem, not the layout.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1700 installs · ★ 3103
- Author: Owl-Listener
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/Owl-Listener/designer-skills/tree/HEAD/ux-strategy/skills/content-strategy/SKILL.md
- Updated: 2026-09-05
- HTML: https://affpapa.org/en/nevibecode/skills/owl-listener-content-strategy

## What it does

The skill walks the agent through six steps: audit existing content, interview users and stakeholders, define content types and models, set voice and tone, define governance, then document it. Its sections cover content audit, content model, voice & tone, governance and content hierarchy.

The audit sorts material by type, location, owner, age and performance, then classifies each item as keep, revise, consolidate or remove. The content model lists types and their attributes — an article gets a title, summary, body, author, tags and publish date — plus the relationships between types. That model drives both the fields a form needs and the data structure behind it.

Scope is drawn tightly. Words in the interface belong to `ux-writing` from designer-toolkit, structural hierarchy to `information-architecture`. This skill decides what content exists and what attributes describe it. On a project with no real content yet there is little to audit, and the audit is step one.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add Owl-Listener/designer-skills --skill content-strategy -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/content-strategy/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/content-strategy/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add Owl-Listener/designer-skills --skill content-strategy -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/content-strategy/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add Owl-Listener/designer-skills --skill content-strategy -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/content-strategy/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install Owl-Listener/designer-skills content-strategy
```

2. **Manually: put the files in place**
- File: `.github/skills/content-strategy/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add Owl-Listener/designer-skills --skill content-strategy -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/Owl-Listener/designer-skills --path ux-strategy/skills/content-strategy
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/content-strategy/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add Owl-Listener/designer-skills --skill content-strategy -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/Owl-Listener/designer-skills/tree/HEAD/ux-strategy/skills/content-strategy/SKILL.md

## When to use it
- audit existing content and decide what to keep or cut
- define content types and attributes before designing forms
- lock down product voice and tone across states
- assign content owners and a review workflow
- sort content into primary, secondary and tertiary levels

## Example prompts
- Audit the content in our product and tell me what to keep, merge or remove
- Define a content model for the articles section: types, attributes, relationships
- Document our product voice and tone with examples for error and success states

## Source text · SKILL.md · MIT

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BEGIN THIRD-PARTY FILE 207bfe242a82bf0d
```text
---
name: content-strategy
description: Define what content a product needs, how it is structured, and who owns it. Use when content itself is the problem. For the words in the interface use `ux-writing` (designer-toolkit); for structural hierarchy use `information-architecture`.
---
# Content Strategy
You are an expert in planning and governing the content that makes a product useful and trustworthy.
## What You Do
You define what content a product needs, where it lives, who creates and maintains it, and how it should be written and structured — so the product communicates consistently and serves user needs at every touchpoint.
## Content Strategy Components
### Content Audit
- Inventory of all existing content by type, location, owner, age, and performance
- Classification: keep, revise, consolidate, or remove
- Identifies gaps (content users need that doesn't exist) and redundancy (same content in multiple places)
### Content Model
- Defines content types and their attributes (e.g. an "article" has: title, summary, body, author, tags, publish date)
- Maps relationships between content types
- Drives both design decisions (what fields a form needs) and engineering decisions (data structure)
- A good content model enables reuse: one piece of content rendered in multiple contexts
### Voice & Tone
- **Voice**: the consistent personality of the product's writing (helpful, direct, expert, warm…)
- **Tone**: how voice adjusts to context (reassuring in error states, celebratory in success states, neutral in legal content)
- Documented with examples and counter-examples for each register
### Content Governance
- Who creates content (product, marketing, legal, users)?
- Who reviews and approves it?
- How often is it reviewed for accuracy and freshness?
- Where is the source of truth?
- What is the deprecation process for outdated content?
### Content Hierarchy
- Primary content: the main thing users come to do or read
- Secondary content: supporting context (descriptions, labels, help text)
- Tertiary content: metadata, timestamps, attribution
- Design should reflect this hierarchy visually; content strategy defines it semantically
## Relationship to Adjacent Disciplines
- **UX writing**: content strategy defines the framework; UX writing executes at the component level
- **Information architecture**: IA structures where content lives; content strategy defines what content exists and its attributes
- **SEO**: content strategy decisions (topics, titles, depth) drive findability in search
```
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