LinkedIn Content Guide

Builds a practitioner-first LinkedIn ICP and distills it to ONE focused offer — using Nick Broekema's framework adapted for AI-assisted research. Produces a 14-question ICP, a Pains→Goals content guide, an offer statement, and a SCART brief with 9 post ideas.

How it differs from /icp-research: that skill does market-level ICP analysis for B2B SaaS products. This skill builds a personal ICP for LinkedIn positioning — starting from your best collaborations and practitioner experience, supplemented by website research.

Doctrine inherited (Step 7 — 0626 rollout, locked 2026-06-04)

Output complies with output-tenets.md, output-simplicity.md, ai-speak-anti-patterns.md. Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]].

Refinements applied: R1 (guide doc is internal-reference for other LinkedIn skills — inline cites stay), R3 (offer + post-idea framing operator-direct), R5 (long-form essay anchor becomes voice anchor across the 9 post ideas), R9 (verb-led section headings).

When to run

• "Build my LinkedIn ICP" or "LinkedIn ICP and offer for [company/person]"
• "Who should I target on LinkedIn?" / "Create my LinkedIn offer proposition"
• "Optimize my offer for LinkedIn" / "Help me define my ideal client for LinkedIn content"
• "ICP + offer for [URL]"

Do NOT run when: user wants market-level ICP (/icp-research), behavioural buyer simulation (/icp-behavioural), to write a single post (/linkedin-content), profile optimization (/linkedin-profile-optimization), or competitive research (/competitor-research).

See the premium reference for full upstream/downstream wiring.

Inputs

Required

Input	Description	Source
Website URL	Company or personal website to research	User provides

Optional (significantly improves quality)

Input	How it helps
Personal experience notes	Direct answers to experiential questions (Q5, Q6, Q10, Q13, Q14)
Sales call notes / transcripts	Real language, objections, questions from buyers
Existing ICP docs	Validate or expand current understanding
Target LinkedIn audience	Who specifically they want to attract
Best client example	Description of their ideal collaboration
company-context output	Pre-existing company research from upstream skill

If inputs are missing: ask for website URL at minimum. Strongly encourage personal experience notes — the more experiential input, the better the ICP quality.

Steps

1. Phase 1 — Research & data gathering. Scrape website (Firecrawl), search external signals (Exa), load upstream context. → the premium reference
2. Phase 2 — 14-question ICP. Answer all 14 questions to the quality standard, apply confidence markers, flag experiential questions for user validation. → the premium reference and the premium reference
3. Phase 3 — Pains → Goals content guide. Extract 10-20 pain points from the 14 answers, mirror to goals, format as the canonical Guide table. → the premium reference
4. Phase 4 — Offer distillation. List all services, identify the ONE offer (ROI × impact × fulfilment), produce two-part "What I do / What I market" statement. → the premium reference
5. Phase 5 — SCART content brief. Populate the 5 SCART elements, generate 9 post ideas (3 story + 3 expertise + 3 offer), recommend posting frequency and format mix. → the premium reference and the premium reference
6. Phase 6 — Ongoing ideation engine (optional). Layer Growth/Authority/Sales pillar split, 22-question ideation bank, posting schedule, repurposing cycle. → the premium reference
7. Self-evaluation + review gate (Level 2). Run completeness, depth, honesty checks. → the premium reference
8. Assemble final output in canonical format. → the premium reference
9. Suggest chains: linkedin-profile-optimization → linkedin-content → outreach-emails → positioning. → the premium reference

Visual flowchart of the full process: the premium reference. MCP tools and Exa research substrate: the premium reference.

What good looks like

Evaluations

The output passes when: all 14 ICP questions have 4-8 bullets or a rich paragraph; experiential questions Q5/Q6/Q10/Q13/Q14 carry [REQUIRES USER VALIDATION]; the Pains→Goals table has 10-20 specific pairs (not generic); ONE offer is identified with explicit ROI×impact×fulfilment rationale; all 5 SCART elements are populated; 9 post ideas exist (3 each for story/expertise/offer) tied to specific pain→goal pairs; no invented metrics, quotes, or testimonials; confidence markers applied consistently. Full checklist: the premium reference.

Final ship gate

Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.

Then run /voice-reviewer — the content ship gate: voice + brand quality (pm-loop.md).

Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.

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Persuasion & stickiness pass

Output complies with persuasion-and-stickiness.md — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.