You're managing multiple client workspaces, briefing writers, reviewing drafts, scheduling content across channels and sending monthly reports; all at the same time.
William AI won't replace that work, but with the right plugins and skills set up, it can handle the repeatable parts of it so your team focuses on what actually needs a human.
This article covers practical skill and plugin workflows built specifically for content agencies like yours, whether you run full-service content (long-form, social, website) or specialise in social media only.
๐ Note: Each client workspace is independent. The plugins & skills you set up in a client's workspace apply only to that client; so no cross-contamination and no extra management overhead.
If you haven't connected your / your clients' plugins or created skills yet, follow these steps first:
โ
โStep 1: Learn how to connect your plugins and skills here.
Step 2: Learn how to use your plugins and skills here.
In this article
For full-service agencies
For social-only agencies
For all agencies
1. Ready-to-go use cases in one click
When connecting a plugin on a client's workspace, you'll find a set of standard ready-to-go use cases for each tool directly in the app.
โ
Click on the use case you want William to work on and he'll get straight to work, by calling the plugin, applying the right skill and returning an output you can refine, expand or turn into content right away.
See the examples for Semrush below:
2.Out-of-the-box workflows with copy-paste prompts
๐๏ธ Build a multi-channel content plan from a single campaign goal
๐ Turn one long-form piece into a month of content
๐ Keep the website and the blog in sync
๐ Localise a campaign for a new market
๐ฐ Turn a client's newsletter into an SEO content engine
๐ Generate a full monthly social calendar
๐ญ Keep the client's voice consistent across every post
๐ค Write social posts in the client's own words
๐ต๏ธ Track what competitors post and find the gaps
๐ Turn last month's performance into next month's brief
๐๏ธ Turn every client call into an actionable content plan
๐ฎ Predict next quarter's content strategy from industry signals
๐ฌ Turn client feedback into better briefs
๐ฆ Create a content starter pack for a new client onboarding
For full-service agencies
๐๏ธ Build a multi-channel content plan from a single campaign goal
Plugin: Asana, Notion or HubSpot | Skill: Multi-channel campaign planner
Your client says: "We're launching a new product in 6 weeks." That's one sentence that used to mean days of planning.
With a multi-channel campaign planner skill, William takes that goal and maps the entire content engine behind it: Eg. a cornerstone article, a landing page brief, platform-specific social posts; a newsletter and a webinar script, each with the right format, word count, visuals and tone for that channel.
โ
Moreover, let William directly update your client document on Notion, HubSpot or any project tool, to ensure everyone is aligned.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Multi-channel campaign planner for a campaign goal, follow these steps:
Identify the campaign goal, launch date, and any context provided (product, audience, key message).โ
Map the full content plan across the following channels and automatically generate the following assets:
Blog: One outline of 1 cornerstone article (1,500โ2,000 words). Include 1 working title, audience, funnel stage, and key angle for each & generate the article itself following this outline, including a visual.
LinkedIn: 3 posts: one awareness, one consideration, one launch announcement. Format: short-form, professional, ends with a question or CTA & generate the 3 social posts for LinkedIn following this outline, including a visual.
Instagram: 3 posts: visual-first, conversational tone, with hashtag suggestions & generate the 3 social posts for Instagram following this outline, including a visual.
Website: 1 landing page brief with headline, subheadline, key sections, a visual and CTA & generate the landing page itself following this outline, including a visual.
Email: 1 campaign email: subject line options, preview text, a visual and body structure & generate the newsletter itself following this outline, including a visual.
Webinar: 1 webinar script supporting the launch with 5 generated visual slides & generate the webinar script itself following this outline.โ
Apply the client's funnel logic throughout: awareness assets first, then consideration, then conversion.โ
โ
Include any recurring formats the client always uses (e.g. FAQ section in long-form, numbered lists on LinkedIn).
Example that you can ask William: "We're launching [product] on [date]. Use $Multi-channel campaign planner to map the full content plan across blog, LinkedIn, Instagram and the website."
๐ Turn one long-form piece into a month of content
Skill: Long-form content atomiser
Writing a 2,000-word article for a client is an investment, and letting it sit as a single blog post is a waste.
A content atomiser skill takes any long-form piece and extracts every derivative asset hiding inside it: a LinkedIn carousel breaking down the key points, a short punchy email summary, three platform-adapted social posts, a pull-quote bank for future use, and a meta description while you're at it.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Long-form content atomiser for an article, follow these steps:
Read the full article and identify the 5โ7 most standalone, shareable ideas (points that make sense out of context and would resonate on social or in an inbox).
โGenerate the following derivative assets:
LinkedIn carousel: 6โ8 slides. Slide 1 is the hook. Slides 2โ7 each cover one key point (max 10 words per slide headline + one supporting sentence). Slide 8 is the CTA.
Email summary: 150โ200 words. Short punchy paragraphs. Subject line options included. CTA links back to the full article.
Social posts: One per platform (LinkedIn, X, Instagram), each adapted for that platform's tone and format.
Pull-quote bank: 5โ8 direct quotes or reworded lines from the article that could be used as future post hooks, ad copy, or newsletter snippets.
Meta description: 150โ160 characters. Includes the primary keyword naturally.
โ
Adapt tone per asset: maintain the article's authority on LinkedIn, go more casual on Instagram.
โOutput each asset clearly labelled and separated, ready to copy into the relevant tool or brief.
Example that you can ask William: "Here's the article we just published for [client]. Run $Long-form content atomiser and give me the full derivative set."
๐ก Tip: Add a pull-quote bank to the skill output. It gives your team ready-made snippets for future posts, newsletters, and paid ads without going back to the original article every time.
๐ Keep the website and the blog in sync
Skill: Website-to-content gap finder
Clients update their website (new service pages, new positioning, new messaging) and the blog quietly falls out of date. Build a skill that compares the client's current website copy against their recent blog content and flags where the messaging has drifted.
William surfaces the gaps as a prioritised list of articles to write or update, so the content programme always reflects where the business actually is.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Website-to-content gap finder, follow these steps:
Review the website pages provided (homepage, services, about, product pages) and extract the core messages, positioning claims, and key terms used.
โReview the blog content from the last [X] months and identify:
Missing topics: subjects the website covers that the blog hasn't addressed
Outdated positioning: posts that use old messaging, renamed services, or deprecated products
Contradictory messaging: posts where the tone, claims, or audience framing no longer matches the website
โ
Output a prioritised list of gaps, each with:
The gap type (missing, outdated, or contradictory)
A short explanation of what's misaligned and why it matters
A recommended action (write new post, update existing post, or retire)
โ
Rank by impact: gaps tied to high-traffic pages or core services first.
Example that you can ask William: "Here's [client]'s updated services page. Run $Website-to-content gap finder against their last 6 months of blog posts and tell me what we need to fix."
๐ก Tip: Run this skill every time a client updates their website, not just once. Positioning shifts quietly (e.g. a service gets renamed, a new ICP gets added) and the blog is always the last thing to catch up.
๐ Localise a campaign for a new market
Skill: Market localisation adapter
When a client expands into a new country or language market, the instinct is to translate. The smarter move is to localise: adjusting references, idioms, examples, and cultural context so the content feels native, not imported.
Build a skill that knows the target market's conventions and applies them to any existing content: blog posts, landing pages, social copy. One skill per market, invoked whenever a piece needs adapting.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Market localisation adapter for a piece of content, follow these steps:
Identify the target market and apply the following regional conventions throughout:
Language and formality: [e.g. Dutch, formal register, no informal contractions]
Date, currency and number formats: [e.g. DD/MM/YYYY, โฌ, full stops as thousand separators]
Cultural references to avoid: [e.g. US-centric examples, sports analogies that don't translate]
Locally relevant references to use instead: [e.g. Dutch market examples, local platforms, regional case studies]
Platform habits: [e.g. LinkedIn is the dominant B2B channel in this market; Instagram less so]
โ
Replace or adapt any examples, case studies, or statistics that are not relevant to the target market.
โDo not just translate, but rewrite for the market. The content should feel like it was created for this audience, not adapted from another one.
โOutput the localised version with a short note flagging any sections that may need human review before translation.
Example that you can ask William: "We're launching [client]'s Q3 campaign in the Dutch market. Run $Market localisation adapter on these three articles before we brief the translator."
๐ก Tip: Build one skill per market, not one generic "localise this" skill. The Dutch market and the French market need different cultural references, different formality levels and different platform habits.
๐ฐ Turn a client's newsletter into an SEO content engine
Skill: Newsletter-to-SEO expander
Most agency clients send a newsletter packed with original thinking that never gets indexed. Build a skill that takes any newsletter edition and expands it into a full SEO article: fleshed-out arguments, added context, internal links, a proper structure, and a meta description. The client's best ideas stop living and dying in an inbox.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Newsletter-to-SEO expander for a newsletter, follow these steps:
Read the newsletter and identify the central argument or insight. This becomes the article's main thesis.
โExpand it into a full SEO article using this structure:
H1: A search-optimised title that includes the primary keyword naturally
Intro: 100โ150 words. Hook + context + what the reader will learn
3 H2 sections: Each expands one point from the newsletter with added context, supporting evidence, or practical examples
Conclusion: 80โ100 words. Summary + CTA
Meta description: 150โ160 characters. Includes the primary keyword.
Suggest a primary keyword based on the article's topic and likely search intent. Place it in the H1, first paragraph, and one H2 naturally.
โExpand arguments with supporting context, do not pad. Every added sentence should earn its place.
โKeep the newsletter's original voice unless instructed otherwise. The goal is expansion, not a rewrite.
Example that you can ask William: "Here's [client]'s newsletter from last week. Run $Newsletter-to-SEO expander and turn it into a full blog post ready for review."
๐ก Tip: Include a keyword targeting instruction in the skill. Left to its own, William will produce a great article, but pairing the newsletter's original thinking with a target keyword turns it into traffic, not just content.
For social-only agencies
๐ Generate a full monthly social calendar
Skill: Monthly social calendar generator
The client brief is always the same: "Can you prepare next month's content?", but the execution doesn't have to be.
Build a skill that already knows everything: the client's content pillars, posting cadence, preferred formats per platform and tone guidelines, so all William needs is the month and any campaign focus to generate a complete calendar: post concepts, draft captions, hashtag sets, and CTA options, ready for review.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Monthly social calendar generator for a month and campaign focus, follow these steps:
Generate a full month of social content across the following platforms [personalise]: LinkedIn, Instagram, X.
โApply this posting cadence and pillar rotation [personalise]:
[X] posts per platform per week
Monday: educational content | Wednesday: behind-the-scenes or culture | Friday: promotional or CTA-led
Ensure campaign focus appears [X] times across the month, spread evenly
โ
For each post, output:
Date and platform
Content pillar
Draft caption (adapted for the platform's tone and format)
Hashtag suggestions (where relevant)
CTA
Visual direction note (one sentence describing the image or format)
โ
Write in [client's tone of voice] throughout. Adapt formality and energy per platform.
Example that you can ask William: "Generate [client]'s social calendar for [month]. Campaign focus this month is [topic]. Use $Monthly social calendar generator."
๐ก Tip: Once William generates the calendar, save each post directly to StoryChief and send it through the built-in approval flow in bulk.
Your client reviews and approves in one go, so you can forget about spreadsheets, email threads and "which version is the final one?"
๐ญ Keep the client's voice consistent across every post
Skill: Tone of voice enforcer
Volume is the enemy of consistency. When three people are writing posts for the same client on the same day, the output starts to drift: one post sounds corporate, the next too casual. A tone of voice skill is the fix.
It doesn't say "write in a friendly tone." It says: direct sentences, second person always, no jargon, no exclamation marks, contractions are fine, end with a question when engagement is the goal.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Tone of voice enforcer for a piece of content, follow these steps:
Review the content provided against the brand voice rules below.
โApply the following tone of voice guidelines:
Approved phrases and sentence structures: [add examples of copy this client has approved or written themselves]
Words this client never uses: [add list]
Sentence length: [short and punchy / varied]. Maximum [X] words per sentence.
Person: Always write in [first / second] person.
The feeling a reader should have after reading: [e.g. informed, motivated, reassured]
โ
Rewrite any sentences that break the guidelines. Do not change the meaning or information; only the voice.
โOutput the revised content followed by a short list of the changes made and why, so the writer can learn from the edits.
Example that you can ask William: "Run $Tone of voice enforcer on these three drafts before I send them for client approval."
๐ก Tip: Ask your client to react to 5โ10 of their own best-performing posts with one word each. Those words are your skill brief. Real reactions beat brand guideline PDFs every time.
๐ค Write social posts in the client's own words
Plugin: Any transcription or notes tool | Skill: Founder voice extractor
The best-performing social content for most brands sounds like a real person, not a marketing team. If your client does interviews, podcasts, webinars or even voice notes, connect the tool where those transcripts live and build a skill that extracts the most quotable, opinionated moments and turns them into posts; written in the client's own cadence and vocabulary.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Founder voice extractor for a transcript or notes, follow these steps:
Read the full transcript and identify the 5โ7 most quotable, opinionated, or insight-rich moments. Prioritise statements that are specific, contrarian, or emotionally resonant. Avoid generic observations.
โTurn each moment into a standalone social post, written in the client's voice using these guidelines:
Recurring phrases and sentence structures to replicate: [add examples from posts the client has written themselves]
Topics they are most opinionated about: [add list, these make the strongest posts]
Platforms and format preferences: [e.g. LinkedIn only, no hashtags, first person, ends with a question]
โ
Do not polish or over-edit. The goal is to sound like the client wrote it themselves, not like an agency wrote it for them.
โOutput each post clearly numbered, with a one-line note indicating which moment in the transcript it was drawn from.
Example that you can ask William: "Use @Notion to pull the transcript from [client]'s last podcast episode, then $Founder voice extractor to turn the best moments into 5 LinkedIn posts."
๐ก Tip: Feed the skill 3โ5 posts the client has written themselves, not approved by the agency, but actually written by them.
That's the voice baseline. Everything William produces after that will sound like the client, not like a polished agency version of the client.
๐ต๏ธ Track what competitors post and find the gaps
Plugin: A social listening or analytics tool | Skill: Competitor content gap spotter
What's your client's niche not talking about? Connect a social listening plugin and build a skill that scans competitor content from the past month, identifies the topics and formats they're leaning into, and surfaces what nobody in the space is covering well. Those gaps are your client's opportunity to own a conversation before everyone else catches up.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Competitor content gap spotter, follow these steps:
Review the competitor content provided for the past month. For each competitor, extract:
The main topics covered
The formats used (carousels, short-form video, long captions, polls, etc.)
Posting frequency and which days/times they post most
Their top 3 posts by engagement and what made them perform
โ
Identify gaps: topics, formats, or audience segments that none of the competitors are covering well. Define a gap as [underserved topic / missing format / ignored audience segment].
โAlso flag topics competitors are over-indexing on; these are saturated and should be deprioritised.
โOutput a gap list, each entry with:
The gap identified
A short rationale for why it's an opportunity
A suggested content angle for the client to own it
Example that you can ask William: "Use @SocialListening to pull last month's top posts from [client]'s top 3 competitors, then $Competitor content gap spotter to find the topics we should be posting about that they're missing."
๐ก Tip: Include an instruction in the skill to flag topics competitors are over-indexing on, not just gaps. Knowing what's already saturated is just as valuable as knowing what's missing. It saves you from recommending content the algorithm is already bored of.
For all agencies
๐ Turn last month's performance into next month's brief
Plugin: Google Analytics or a social analytics tool | Skill: Monthly performance-to-brief
Most agencies send a performance report to their clients and then start next month's planning from scratch anyway. This skill closes that loop.
Connect your analytics plugin, then build a skill that tells William to identify what performed best (and worst), extract the patterns behind it: format, topic, CTA, posting time; and turn those findings into a concrete content brief for the following month.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Monthly performance-to-brief for a client and time period, follow these steps:
Review the performance data provided. Identify the top 5 and bottom 5 pieces of content by [personalise: reach / clicks / saves / conversions].
โFor the top performers, extract the patterns behind the performance:
Content format (carousel, short-form video, long caption, article, etc.)
Topic or content pillar
CTA type (question, link, download, comment prompt)
Day and time of posting
โ
For the bottom performers, identify what didn't work and why (e.g. wrong format for the platform, weak hook, saturated topic).
โGenerate a content brief for next month containing:
3โ5 recommended topics to double down on, based on what worked
Recommended formats and posting cadence
2โ3 angles or topics to avoid, based on what underperformed
One experimental recommendation: a format or topic not tried yet that the data suggests could work
Example that you can ask William: "Use @Analytics to pull [client]'s top and bottom 5 posts from last month, then $Monthly performance-to-brief to draft the content brief for [next month]."
๐ก Tip: Share the brief William generates directly with your client as part of the monthly report. It shows strategic thinking grounded in their own data, and saves you writing the recommendations section from scratch.
๐๏ธ Turn every client call into an actionable content plan
Plugin: Zoom or any transcription tool | Skill: Call-to-action extractor
Client calls are where the real brief lives: the campaign idea that came up at minute 12, the deadline mentioned in passing, the feedback buried in a 45-minute conversation. But by the time the call ends, half of it is already lost in someone's notes app.
Connect your transcription tool and build a skill that scans the full call transcript and pulls out everything that matters: content requests, feedback on existing work, deadlines, priorities, and any strategic direction the client mentioned. The output is a structured action list your team can start working from immediately, so no follow-up email needed and no "just to confirm what we discussed."
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Call-to-action extractor for a call transcript, follow these steps:
Read the full transcript and extract everything that requires action or follow-up. Group findings into the following categories:
New content requests: pieces of content the client asked for that aren't already in the plan
Feedback on existing work: comments, changes, or approvals on content already produced
Deadlines: any dates or timeframes mentioned, however casually
Strategic direction: campaign goals, audience shifts, messaging changes, or priorities the client mentioned
Open questions: anything unclear or unresolved that needs confirmation before actioning
โ
Separate confirmed decisions from tentative ideas. Flag anything that sounds like a change of direction compared to the existing brief.
โOutput a structured action list ordered by priority, with a deadline column and an owner field (leave blank for the team to assign).
โEnd with a "Needs confirmation" section listing anything that should be verified with the client before work begins.
Example that you can ask William: "Use @Zoom to pull the transcript from today's call with [client]. Run $Call-to-action extractor and give me the full action list with deadlines."
๐ก Tip: Add an instruction in the skill to flag anything the client said that contradicts the existing brief. Clients often change direction mid-call without realising it, catching that before your team starts writing saves a full revision round later.
๐ฎ Predict next quarter's content strategy from industry signals
Plugin: A news aggregator or RSS tool | Skill: Trend-to-strategy mapper
Don't wait for clients to ask "what should we be writing about next quarter?" Get ahead of it. Connect a news or industry signal plugin and build a skill that scans the latest developments in the client's sector, filters for what's gaining traction, and maps those signals to content opportunities โ framed as a strategic recommendation you can present proactively.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Trend-to-strategy mapper for a client's sector and time period, follow these steps:
Review the industry news and signals provided. Filter for stories and topics that meet at least one of the following criteria:
Covered by 3 or more major publications in the last 30 days
Represents a shift in regulation, technology, audience behaviour, or competitive landscape
Directly relevant to [client's industry and audience]
โ
For each qualifying signal, generate a content opportunity containing:
The trend or signal in one sentence
Why it matters to this client's audience
A suggested content angle (the specific take the client should own)
Recommended format and channel
Suggested timing (e.g. publish before the trend peaks, tie to an upcoming event)
โ
Output a strategic narrative of 2โ3 sentences summarising the quarter's key themes, followed by 3โ5 prioritised content recommendations.
Example that you can ask William: "Use @NewsPlugin to pull the top industry stories in [client's sector] from the last 30 days, then $Trend-to-strategy mapper to build a Q4 content strategy recommendation."
๐ก Tip: Present William's output as a strategic recommendation, not a content list. Frame it as "here's what's shifting in your industry and here's how we think you should respond". That's a conversation that justifies your retainer, not just your deliverables.
๐ฌ Turn client feedback into better briefs
Skill: Feedback loop brief improver
Every agency has clients who send vague feedback: "make it more punchy," "this doesn't feel right," "can it be less salesy?" Instead of going back and forth, build a skill that takes the client's feedback comments, however messy, and translates them into precise brief improvements: specific tone adjustments, structural changes, and concrete examples of what "punchy" or "less salesy" actually means for that brand.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $Feedback loop brief improver for a set of client feedback, follow these steps:
Read all the feedback provided. Group comments into the following categories:
Tone: comments about how the content sounds or feels
Structure: comments about length, order, or format
Message: comments about what the content says or emphasises
Audience fit: comments suggesting the content missed or misjudged the reader
โ
For each vague comment, translate it into a specific, actionable brief instruction. Examples:
"More punchy" โ "Sentences max 15 words. Start with a verb. Cut any sentence that doesn't add new information."
"Less salesy" โ "Remove all urgency language. Lead with the reader's problem, not the product. No CTAs before the last section."
โ
Flag any feedback that contradicts existing brand guidelines and note the conflict clearly.
โOutput the updated brief sections with a short note next to each change explaining what client feedback prompted it.
Example that you can ask William: "Here's the feedback [client] sent on last month's content. Run $Feedback loop brief improver and update the brief with what we learned."
๐ก Tip: Run this skill after every feedback round, not just when something goes wrong. Over time it builds a precise picture of what that client actually wants, and the briefs get sharper every month without anyone having to do a brand workshop.
๐ฆ Create a content starter pack for a new client onboarding
Skill: New client content starter
Every time you onboard a new client, the first few weeks are spent building the same foundations: tone of voice, content pillars, audience profiles, a sample post in their style. Build a skill that takes a new client intake form or discovery call notes and generates a full starter pack, ready to review in the first week, not the fourth.
Full skill prompt example for copy/paste
Full skill prompt example for copy/paste
When prompted with the skill $New client content starter for intake notes or a discovery call transcript, follow these steps:
Extract all relevant information from the intake form or call notes provided.
โGenerate a full client content starter pack containing:
Tone of voice summary: 3โ5 bullet points describing how this brand should sound, each with a one-line rationale drawn from the intake notes
Content pillars: 4โ5 themes the content programme should revolve around, each with a short description and example topics
Audience personas: 2โ3 profiles with job title, main goal, biggest challenge, and how this brand's content helps them
Sample posts: 3 posts per main platform (LinkedIn, Instagram, X), written in the client's tone, covering one pillar each
โ
Flag anything missing or ambiguous that would need a follow-up question before the pack is finalised. List these clearly at the end under "Still needed."
โFormat the output as a clean document your team can share directly with the client for review.
Example that you can ask William: "Here are the notes from [client]'s discovery call. Run $New client content starter to generate their tone of voice draft, content pillars, audience summary, and 3 sample posts."
๐ก Tip: Share the starter pack output with the client in the first week and ask them to react to it, not approve it. "Does this feel like you?" is a better question than "can you sign this off?" It opens a conversation that sharpens everything faster than any questionnaire.
๐ You're done, grab a coffee, you deserve it!
Check out the next steps below for more in-depth guides or follow-up actions.
๐ Next steps




