Content Lead-Gen Playbook
Builds a lead-generation content strategy by studying what's actually working for comparable people in a comparable market, then recreating that pattern (never copying) for the specific person or team who needs it. Works for Marcos's own PWS content, or for any client engagement (e.g. a real estate team client's team) where the goal is lead gen through content.
The core idea: don't guess at content strategy. Scan and analyze what's getting real attention in the same industry and the same (or comparable) local demographic, extract the repeatable patterns, then build original content for the actual person using those patterns as a playbook, not a template to copy.
Trigger
- Marcos asks for a content strategy, lead-gen plan, or "what should I be posting" for himself or for a client's team/agents.
- A client engagement reaches the "they need their own leads through content" stage (e.g. a team lead's two agents, currently zero leads of their own).
- Marcos says something like "build the content playbook" or references this skill by name.
Step 0: Establish the subject profile — never skip this
This skill is reusable across people and teams, so it only works if you know exactly who it's for. Before scanning anything, confirm (ask if not given):
- Who is this for — one person, or a team of individuals? If a team, get each person's name separately; they each get their own tailored output in Step 3, never a shared generic list.
- Their role/industry — e.g. "AI automation specialist" (Marcos) or "real estate agent" (a real estate team client).
- Their market — the specific local/regional area they're trying to reach (e.g. Yakima Valley, WA). Default to local/regional unless told otherwise — the whole point is matching the actual target demographic, not chasing national trends that don't translate locally.
- What they're specifically trying to accomplish — this varies per person even within the same team. Two agents on the same team can have different goals (one wants listing leads, one wants referral volume, one wants to build personal brand). Get this per person, not per team.
- Platform scope — default to no platform limit (scan wherever strong content is found: Instagram, Facebook, TikTok, YouTube Shorts, etc.) unless the person wants it narrowed.
Reference examples to calibrate against:
- Marcos himself: automation specialist, Yakima Valley / Washington state market, goal = establish PWS as the local AI-automation authority and drive inbound consultation requests.
- Real estate team client: each of the team lead's agents is a real estate agent in the Yakima Valley market, but each one's specific goal and personality differ, so Phase 2 output must be built per-agent, not per-team.
Step 1: Scan and analyze
Find the highest-performing content from people in the same role/industry and the same or comparable local market as the subject profile from Step 0. For each strong piece found, break down:
- Hook/opening line
- Format (listing tour, day-in-the-life, market update, testimonial, before/after, educational, etc.)
- Length and platform
- Posting cadence, if visible
- Why it likely worked (engagement signals, comments, shares — only report what's actually visible; never invent a number or claim something "went viral" without evidence)
If something can't be verified (blocked fetch, no visible engagement data), say so plainly rather than guessing. This mirrors the honesty rule already used in the brokerage cold-call research: "not found/unverifiable" is a valid, expected answer.
Step 2: Build the playbook
Roll the findings into a living playbook for the subject (person or team):
- Repeatable content formats that fit their industry and market
- Hook patterns that are actually transferable to their situation
- A realistic posting cadence they can sustain, not an aspirational one that collapses after two weeks
- Note which formats are platform-specific vs. cross-platform
This playbook is the reusable reference layer — it should be saved somewhere durable (a project doc, or the client's own project) since it gets revisited, not just a one-time read.
Step 3: Generate tailored content per individual
Using the playbook, generate specific, ready-to-post/film content ideas. Critical rule: tailor per individual, never per team. If the subject is a team, each person gets content built around their own goal (from Step 0) and their own personality/strengths — not the same list copy-pasted with a name swapped in. Two people on the same team, same market, same playbook, can and should get different content ideas if their goals differ.
Ground rules (always)
- Never fabricate engagement numbers, "viral" claims, or performance data that wasn't actually observed.
- Recreated content must be original — inspired by the pattern (hook style, format, structure), never a copy of someone else's specific listing, photos, script, or wording.
- Flag anything unverifiable rather than guessing, every time.
- Re-confirm the subject profile (Step 0) if this skill is reused later for a different person or a new team member — don't assume it carries over.
Output format
- The playbook (Step 2) — formats, hooks, cadence, platform notes.
- Per-individual content ideas (Step 3) — one section per person, each tied back to that person's specific goal from Step 0.
- A short sources/evidence note — what was actually scanned and verified vs. what couldn't be confirmed.
Verification
- Subject profile (who, role, market, specific goal per person, platform scope) was established before any scanning started
- Scan focused on the subject's actual local/regional market, not just national trends, unless the person asked otherwise
- No invented engagement numbers or unverified "viral" claims
- If the subject is a team, each individual got tailored output based on their own stated goal, not a shared generic list
- Recreated content is original, not a copy of a specific real post
- Anything unverifiable was flagged, not guessed