StoryChief connects to the tools your team already uses, such as keyword research platforms, CRMs, social media insights, project management tools, custom APIs, etc through a Model Context Protocol (MCP) server.
This means no more switching tabs or copy-pasting data: your real-time business context flows directly into your content workflow.
Once connected, your skills tell William AI how to use those tools, what to do, in what order and with what context. The result: content strategies built on live data, not guesswork, so every brief, campaign and piece of content is grounded in what actually drives traffic and conversion.
This guide walks you through connecting your first MCP server and creating or importing skills so William AI can start working with your data right away.
🔔 Note: You need Owner or Admin permissions in your workspace to configure MCP connections and manage skills.
In this article
1. Connect your tools via MCP server
Open the Strategy tab
Step 1. In the top navigation, click on Strategy.
Step 2. Select 'Plugins & Skills' from the left sidebar to open the 'Plugins'.
Add the MCP server
Step 3. Look for the tool you want to connect and click "+". A new screen will open with the information and skills this tool offers.
Step 4. Click "Install / Connect" to connect this tool to your StoryChief workspace. You will be redirected to the tool to log in.
Step 5. Once the connection has been authorized, you will see the status Connected.
🔔 Note: If the connection fails, double-check the server URL and authentication credentials. Some servers require IP whitelisting — contact your IT team if you're unsure.
If the issue persists, you can also contact our Support team through the chat.
Step 6. If the tool you want to connect is not listed, you can add a custom MCP. On the same Plugins & Skills page, click on "Custom Connections", then click on "Add custom MCP".
Step 7. Enter the following details:
Name — a recognisable label for this connection (e.g. "Asana", "HubSpot", "Internal CRM")
Server URL — the MCP endpoint URL provided by your tool or IT team
Authentication — select the method your server uses:
None: The MCP server is publicly accessible or handles authentication at the network level (e.g. IP whitelisting).
Bearer: The server requires a token-based auth (e.g. an API key or JWT).
Headers: The server requires one or more custom HTTP headers (e.g.
x-api-key,x-tenant-id).OAuth: The server uses an OAuth 2.0 flow.
💡 Tip: If your tool vendor supports MCP natively, they'll provide the server URL in their developer docs or integration settings.
Step 8. Click "Add". StoryChief will attempt to connect and verify the server.
🔔 Note: If the connection fails, double-check the server URL and authentication credentials. Some servers require IP whitelisting — contact your IT team if you're unsure.
If the issue persists, you can also contact our Support team through the chat.
Set permissions for the connection
Step 9. Once your tool is connected, click the tool name in your list to open its permission settings.
Step 10. Toggle the tools and data sources this connection is allowed to access within StoryChief.
2. Create a new skill manually
Skills tell StoryChief what to do with your connected tools, so that you don't need to repeat this every single time. They define a reusable action or workflow your William AI can follow.
Open the Skills library
Step 1. In the top navigation, click "Strategy". Then, in the left sidebar, select "Plugins & skills" and choose "Skills".
Step 2. Click "+ Create skill" in the top right corner.
Configure the skill
Step 3. Give your skill a clear name and a short description. The description helps William AI understand when to use this skill automatically.
Step 4. In the "Content" field, describe what the skill should do in plain language. Be specific: mention inputs, outputs, and any conditions.
💡 Tip: Write instructions the way you'd brief a new team member — include context, not just commands. For example: "Never use generic copy — every post must reference the audience's specific pain point or goal for that stage."
Step 5. Enable the toggle "Shared with workspace", if you want to share this skill with the rest of active users within this workspace.
Step 6. Click "Create". Your skill is now available to use in the Strategy tab, where William AI assistant will use it across briefs, campaigns and content creation.
🔔 Note: All skill outputs are presented for your review before any action is taken. Nothing is executed or published automatically.
3. Import an existing skill
If you've already built skills in another tool or workspace, you can import them directly.
Step 1. In the Skills page, click the "Import" button next to "+ Create skill".
Step 2. Select your skill file from your computer and click "Upload".
🔔 Note: Currently, skills can only be imported via a folder (no zip) containing a single Markdown (.md) file.
To import your skill, place your .md file inside a folder on your computer, then upload that folder.
The following formats will also be supported in the near future:
Multi-file folders
Zip files
Markdown files directly (without adding them to a folder first)
Skill files (.skill)
Step 3. StoryChief will import the skill and will display it under the section Custom skills, together with all other imported or manually created skills.
Step 4. Click on the 3 dots next to the skill to view and edit it. Give your skill a clear name and a short description. The description helps William AI understand when to use this skill automatically.
In the "Content" field, describe what the skill should do in plain language. Be specific: mention inputs, outputs, and any conditions.
Step 5. Your skill is now available to use in the Strategy tab, where William AI assistant will use it across briefs, campaigns and content creation.
🎉 You're done, grab a coffee, you deserve it!
Check out the next steps below for more in-depth guides or follow-up actions.