The complete set of Claude skills behind Charlie Hills' content system. 350k+ followers across LinkedIn, Instagram, Substack, X and YouTube. 100m+ views per year. All running through one system that starts with the newsletter and flows out to every other channel.

Built by Charlie Hills. Subscribe to the MarTech AI newsletter for weekly breakdowns of how this system works in practice.

Contributions welcome. Found a way to improve a skill? Open a PR. Run into a problem? Open an issue.

Skills are markdown files that give AI agents specialised knowledge and workflows for specific tasks. When you install these in your project, Claude recognises when you're working on a social media task and applies the right patterns, voice rules, and platform constraints.

Every skill reads shared context. The voice-builder skill is the foundation. Every other skill checks it first (via about-me.md and voice.md) before drafting a line.

                    ┌──────────────────────────────────────┐
                    │           voice-builder              │
                    │   about-me.md + voice.md             │
                    │   (read by every skill below)        │
                    └──────────────────┬───────────────────┘
                                       │
                    ┌──────────────────▼───────────────────┐
                    │         newsletter-voice             │
                    │   newsletter-voice.md                │
                    │   (the source every piece comes from)│
                    └──────────────────┬───────────────────┘
                                       │
     ┌────────────┬────────────┬───────┴───────┬────────────┬────────────┐
     ▼            ▼            ▼               ▼            ▼            ▼
┌──────────┐ ┌──────────┐ ┌──────────┐ ┌──────────────┐ ┌──────────┐ ┌──────────┐
│ Profile  │ │LinkedIn  │ │ Video    │ │ Analytics &  │ │Community │ │Standalone│
│          │ │ posts    │ │          │ │ Scoring      │ │          │ │          │
├──────────┤ ├──────────┤ ├──────────┤ ├──────────────┤ ├──────────┤ ├──────────┤
│profile-  │ │post-     │ │reels-    │ │post-scorer   │ │pinned-   │ │hook-gen  │
│ optimizer│ │ writer   │ │ scripting│ │              │ │ comment  │ │content-  │
│          │ │graphic-  │ │youtube-  │ │analytics-    │ │          │ │ matrix   │
│          │ │ designer │ │ thumbnail│ │ dashboard    │ │          │ │niche-    │
│          │ │          │ │          │ │              │ │          │ │ research │
│          │ │post-form │ │          │ │              │ │          │ │gemini-*  │
│          │ │          │ │          │ │              │ │          │ │quote-post│
└──────────┘ └──────────┘ └──────────┘ └──────────────┘ └──────────┘ └──────────┘

See each skill's SKILL.md for trigger phrases, inputs, and dependencies.

# Add the marketplace
/plugin marketplace add charlie947/social-media-skills

# Install the plugin
/plugin install social-media-skills

git clone https://github.com/charlie947/social-media-skills.git
cp -r social-media-skills/skills/* ~/.claude/skills/

Download any skill folder, zip it, and upload via Customise skills in Claude.

cd social-media-skills/skills
zip -r voice-builder.skill voice-builder
# Upload voice-builder.skill through Customise skills in the Claude app

git submodule add https://github.com/charlie947/social-media-skills.git .agents/social-media-skills

Then reference skills from .agents/social-media-skills/skills/.

Fork the repo, swap the voice rules for your own, and clone your fork into your projects.

Run voice-builder first. Every other skill needs about-me.md and voice.md to work properly.

Once installed, ask Claude to help with content tasks and it will pick the right skill:

"Build my voice" → voice-builder
"Write me a post about AI agents" → post-writer
"Score this draft against my history" → post-scorer
"Make me a carousel from this" → gemini-carousel
"What should I post this week" → niche-research or content-matrix
"Turn this outlier Reel into a script" → reels-scripting
"I need a thumbnail for 'How I fired my team'" → youtube-thumbnail
"Write me a pinned comment" → pinned-comment

• voice-builder — interview + sample analysis, writes about-me.md and voice.md
• newsletter-voice — newsletter-specific writing rules on top of voice-builder

• profile-optimizer — full profile rebuild
• post-writer — drafts in your voice
• graphic-designer — HTML/CSS graphic or AI infographic, auto-selected
• post-formatter — topic to post via named framework (PAS, AIDA, BAB, STAR, SLAY)
• hook-generator — 6 hook variations per topic
• post-scorer — scores drafts against your post history
• content-matrix — pillars x formats ideation
• niche-research — 7-day niche research via Claude for Chrome
• gemini-infographic — whiteboard style for Gemini
• gemini-carousel — slide-by-slide carousel
• quote-post — two-step quote workflow

• reels-scripting — Apify + Gemini 2.5 Flash reference analysis, newsletter-aligned script

• youtube-thumbnail — title to Gemini thumbnail prompt

• pinned-comment — meme-style pin + image prompt

• analytics-dashboard — LinkedIn export to dashboard + 5 recommendations

A few skills need external services. Set these environment variables before use:

Set them with:

export APIFY_API_TOKEN=your_token
export GOOGLE_AI_API_KEY=your_key

The image generation skills (gemini-infographic, gemini-carousel, quote-post, youtube-thumbnail, profile-optimizer) output ready-to-paste prompts. You run them in a separate Gemini chat with Create Image enabled. No API key needed.

PRs and issues welcome. See CONTRIBUTING.md for guidelines on adding or improving skills.

Run ./validate-skills.sh before submitting to check your skill against the spec.

MIT. Use these however you like. If they help you, a link back to the newsletter is appreciated.

— Charlie