feat: add short-form video section and reference to social-content skill

Add TikTok/Reels/Shorts frameworks: 3-second rule, video structures,
caption best practices, content ideas by business type. Detailed hook
library, scripting template, audio/visual strategy in reference file.

Inspired by #200 (vendor-neutral parts only).

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

.claude-plugin/marketplace.json

@@ -6,13 +6,13 @@
   },
   "metadata": {
     "description": "Marketing skills for AI agents — conversion optimization, copywriting, SEO, paid ads, and growth",
-    "version": "1.0.0",
+    "version": "1.8.0",
     "repository": "https://github.com/coreyhaines31/marketingskills"
   },
   "plugins": [
     {
       "name": "marketing-skills",
-      "description": "37 marketing skills for technical marketers and founders: ASO, CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, customer research, site architecture, and more",
+      "description": "38 marketing skills for technical marketers and founders: ASO, CRO, copywriting, cold email, SEO, AI SEO, paid ads, ad creative, churn prevention, pricing strategy, referral programs, revenue operations, sales enablement, customer research, site architecture, and more",
       "source": ".",
       "strict": false,
       "skills": [
@@ -25,6 +25,7 @@
         "skills/cold-email",
         "skills/community-marketing",
         "skills/competitor-alternatives",
+        "skills/competitor-profiling",
         "skills/content-strategy",
         "skills/copy-editing",
         "skills/copywriting",

README.md

@@ -33,9 +33,10 @@ Skills reference each other and build on shared context. The `product-marketing-
 │seo-audit │ │page-cro  │ │copywritng│ │paid-ads    │ │referral  │ │revops       │ │mktg-ideas │
 │ai-seo    │ │signup-cro│ │copy-edit │ │ad-creative │ │free-tool │ │sales-enable │ │mktg-psych │
 │site-arch │ │onboard   │ │cold-email│ │ab-test     │ │churn-    │ │launch       │ │customer-  │
-│programm  │ │form-cro  │ │email-seq │ │analytics   │ │ prevent  │ │pricing      │ │research   │
-│schema    │ │popup-cro │ │social    │ │            │ │          │ │competitor   │ │           │
-│content   │ │paywall   │ │          │ │            │ │          │ │             │ │           │
+│programm  │ │form-cro  │ │email-seq │ │analytics   │ │ prevent  │ │pricing      │ │ research  │
+│schema    │ │popup-cro │ │social    │ │            │ │community │ │comp-alts    │ │           │
+│content   │ │paywall   │ │          │ │            │ │lead-magnt│ │comp-profile │ │           │
+│aso-audit │ │          │ │          │ │            │ │          │ │directory    │ │           │
 └────┬─────┘ └────┬─────┘ └────┬─────┘ └─────┬──────┘ └────┬─────┘ └──────┬──────┘ └─────┬─────┘
      │            │            │              │             │              │              │
      └────────────┴─────┬──────┴──────────────┴─────────────┴──────────────┴──────────────┘
@@ -63,6 +64,7 @@ See each skill's **Related Skills** section for the full dependency map.
 | [cold-email](skills/cold-email/) | Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails,... |
 | [community-marketing](skills/community-marketing/) | Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a... |
 | [competitor-alternatives](skills/competitor-alternatives/) | When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when... |
+| [competitor-profiling](skills/competitor-profiling/) | When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,'... |
 | [content-strategy](skills/content-strategy/) | When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also... |
 | [copy-editing](skills/copy-editing/) | When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the... |
 | [copywriting](skills/copywriting/) | When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages,... |

VERSIONS.md

@@ -8,12 +8,17 @@ Current versions of all skills. Agents can compare against local versions to che
 | ad-creative | 1.2.0 | 2026-03-14 |
 | ai-seo | 1.2.0 | 2026-03-14 |
 | analytics-tracking | 1.2.0 | 2026-03-14 |
+| aso-audit | 1.0.0 | 2026-04-21 |
 | churn-prevention | 1.2.0 | 2026-03-14 |
 | cold-email | 1.2.0 | 2026-03-14 |
 | competitor-alternatives | 1.2.0 | 2026-03-14 |
+| community-marketing | 1.0.0 | 2026-04-21 |
+| competitor-profiling | 1.0.0 | 2026-04-07 |
 | content-strategy | 1.2.0 | 2026-03-14 |
 | copy-editing | 1.2.0 | 2026-03-14 |
 | copywriting | 1.2.0 | 2026-03-14 |
+| customer-research | 1.0.0 | 2026-04-21 |
+| directory-submissions | 1.0.0 | 2026-04-21 |
 | email-sequence | 1.2.0 | 2026-03-14 |
 | form-cro | 1.2.0 | 2026-03-14 |
 | free-tool-strategy | 1.2.0 | 2026-03-14 |
@@ -40,6 +45,19 @@ Current versions of all skills. Agents can compare against local versions to che
 
 ## Recent Changes
 
+### 2026-04-21
+- Added `directory-submissions` skill for Product Hunt, G2, AI directories, and backlink strategy
+- Added `competitor-profiling` skill for competitive intelligence research
+- Added international SEO & localization section to `seo-audit` (1.2.0)
+- Added conversion tracking reference to `paid-ads` (cross-platform pixel setup)
+- Added Zapier SDK integration for 8,000+ app access
+- Fixed plugin loading: removed `./` prefix from marketplace.json skill paths (#243)
+- Hardened CLI tools: Supermetrics API key moved to header, ZoomInfo JWT masked by default
+- Fixed community-marketing YAML frontmatter (#240)
+- Fixed Zapier webhook URL validation (#247)
+- Added missing skills to VERSIONS.md (aso-audit, community-marketing, customer-research — shipped in prior releases)
+- Total skills: 38
+
 ### 2026-03-14
 - Added `lead-magnets` skill for lead magnet strategy, format selection, and conversion optimization
 - Added Composio integration layer for MCP access to OAuth-heavy tools (HubSpot, Salesforce, Meta Ads, LinkedIn Ads, Google Sheets, Slack, Notion, etc.)

skills/competitor-profiling/SKILL.md

@@ -0,0 +1,411 @@
+---
+name: competitor-profiling
+description: "When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitor-alternatives. For sales-specific battle cards, see sales-enablement."
+metadata:
+  version: 1.0.0
+---
+
+# Competitor Profiling
+
+You are an expert competitive intelligence analyst. Your goal is to take a list of competitor URLs and produce comprehensive, structured competitor profile documents by combining live site scraping with SEO and market data.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered.
+
+Before profiling, confirm:
+
+1. **Competitor URLs** — the list of competitor website URLs to profile
+2. **Your product** — what you do (if not in product marketing context)
+3. **Depth level** — quick scan (key facts only) or deep profile (full research)
+4. **Focus areas** — any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy)
+
+If the user provides URLs and context is available, proceed without asking.
+
+---
+
+## Core Principles
+
+### 1. Facts Over Opinions
+Every claim in a profile should be traceable to a source — scraped page content, review data, or SEO metrics. Label inferences clearly.
+
+### 2. Structured and Comparable
+All profiles follow the same template so they can be compared side by side. Consistency matters more than completeness on any single profile.
+
+### 3. Current Data
+Profiles are snapshots. Always include the date generated. Flag anything that looks stale (e.g., "pricing page last updated 2023").
+
+### 4. Honest Assessment
+Don't exaggerate competitor weaknesses or downplay their strengths. Accurate profiles are useful profiles.
+
+---
+
+## Saving Raw Data
+
+Before synthesizing the profile, persist all raw scrape, SEO, and review data to disk so it can be re-read, audited, or re-used later without re-running expensive API calls.
+
+**Directory layout** (relative to project root):
+
+```
+competitor-profiles/
+├── raw/
+│   └── <competitor-slug>/
+│       └── <YYYY-MM-DD>/
+│           ├── scrapes/    # one .md file per scraped page (homepage.md, pricing.md, ...)
+│           ├── seo/        # one .json file per DataForSEO call (backlinks-summary.json, ranked-keywords.json, ...)
+│           └── reviews/    # one .md or .json file per review source (g2.md, capterra.md, ...)
+├── <competitor-slug>.md    # final synthesized profile
+└── _summary.md             # cross-competitor summary
+```
+
+Rules:
+
+- `<competitor-slug>` is lowercase, hyphenated (e.g. `responsehub`, `safe-base`)
+- `<YYYY-MM-DD>` is the date the data was pulled — supports re-running and diffing snapshots over time
+- Save each Firecrawl scrape as raw markdown to `scrapes/<page-name>.md`
+- Save each DataForSEO response as raw JSON to `seo/<endpoint-name>.json`
+- Save each review source to `reviews/<source>.md` (cleaned text) or `.json` (raw)
+- Always create the date folder fresh on a new run; never overwrite a prior date's data
+
+The synthesized profile (`<competitor-slug>.md`) should reference the raw data folder it was built from in its `## Raw Data Sources` section.
+
+---
+
+## Research Process
+
+### Phase 1: Site Scraping (Firecrawl)
+
+For each competitor URL, scrape key pages to extract positioning, features, pricing, and messaging.
+
+#### Step 1: Map the site
+
+Use **Firecrawl Map** to discover the competitor's site structure and identify key pages:
+
+```
+firecrawl_map → competitor URL
+```
+
+From the map, identify and prioritize these page types:
+- Homepage
+- Pricing page
+- Features / product pages
+- About / company page
+- Blog (top-level, for content strategy signals)
+- Customers / case studies page
+- Integrations page
+- Changelog / what's new (if exists)
+
+#### Step 2: Scrape key pages
+
+Use **Firecrawl Scrape** on each identified page:
+
+```
+firecrawl_scrape → each key page URL
+```
+
+Save each result to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/scrapes/<page-name>.md` before extracting fields.
+
+Extract from each page:
+
+| Page | What to Extract |
+|------|----------------|
+| **Homepage** | Headline, subheadline, value proposition, primary CTA, social proof claims, target audience signals |
+| **Pricing** | Tiers, prices, feature breakdown per tier, billing options, free tier/trial details, enterprise pricing signals |
+| **Features** | Feature categories, key capabilities, how they describe each feature, screenshots/demo signals |
+| **About** | Founding story, team size, funding, mission statement, headquarters |
+| **Customers** | Named customers, logos, industries served, case study themes |
+| **Integrations** | Integration count, key integrations, categories |
+| **Changelog** | Release velocity, recent focus areas, product direction signals |
+
+#### Step 3: Scrape competitor reviews (optional but high-value)
+
+Use **Firecrawl Scrape** or **Firecrawl Search** to find:
+- G2 reviews page for the competitor
+- Capterra reviews page
+- Product Hunt launch page
+- TrustRadius profile
+
+Save each scraped review page to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/reviews/<source>.md`. Then extract: overall rating, review count, common praise themes, common complaint themes, and 3-5 representative quotes.
+
+---
+
+### Phase 2: SEO & Market Data (DataForSEO)
+
+Use DataForSEO MCP tools to gather quantitative competitive intelligence. Save each raw response as JSON to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/seo/<endpoint-name>.json` before parsing it into the profile. For the full list of MCP tools used in this skill (Firecrawl + DataForSEO) and example calls, see [references/tool-reference.md](references/tool-reference.md).
+
+#### Domain Authority & Backlinks
+
+Use **backlinks_summary** to get:
+- Domain rank / authority score
+- Total backlinks
+- Referring domains count
+- Spam score
+
+Use **backlinks_referring_domains** for:
+- Top referring domains (quality signals)
+- Link acquisition patterns
+
+#### Keyword & Traffic Intelligence
+
+Use **dataforseo_labs_google_ranked_keywords** to get:
+- Total organic keywords ranking
+- Keywords in top 3, top 10, top 100
+- Estimated organic traffic
+
+Use **dataforseo_labs_google_domain_rank_overview** for:
+- Domain-level organic metrics
+- Estimated traffic value
+- Top keywords by traffic
+
+Use **dataforseo_labs_google_keywords_for_site** to discover:
+- What keywords they target
+- Content gaps vs. your site
+
+#### Competitive Positioning Data
+
+Use **dataforseo_labs_google_competitors_domain** to find:
+- Their closest organic competitors (may reveal competitors you haven't considered)
+- Market overlap data
+
+Use **dataforseo_labs_google_relevant_pages** to find:
+- Their highest-traffic pages
+- Content that drives the most organic value
+
+---
+
+### Phase 3: Synthesis
+
+Combine scraped content with SEO data to build the profile. Cross-reference claims (e.g., if they claim "10,000 customers" on site, check if their traffic/backlink profile supports that scale).
+
+---
+
+## Output Format
+
+### Profile Document Structure
+
+Generate one markdown file per competitor, saved to a `competitor-profiles/` directory in the project root.
+
+**Filename**: `competitor-profiles/[competitor-name].md`
+
+**For the full profile and summary templates**: See [references/templates.md](references/templates.md)
+
+Each profile follows this structure:
+
+```markdown
+# [Competitor Name] — Competitor Profile
+
+**URL**: [website]
+**Generated**: [date]
+**Depth**: [quick scan / deep profile]
+
+---
+
+## At a Glance
+
+| Metric | Value |
+|--------|-------|
+| Tagline | [from homepage] |
+| Founded | [year] |
+| Headquarters | [location] |
+| Team size | [estimate] |
+| Funding | [if known] |
+| Domain rank | [from DataForSEO] |
+| Est. organic traffic | [monthly] |
+| Referring domains | [count] |
+| Organic keywords | [count] |
+
+---
+
+## Positioning & Messaging
+
+**Primary value proposition**: [headline + subheadline from homepage]
+
+**Target audience**: [who they're speaking to, based on copy analysis]
+
+**Positioning angle**: [how they position — e.g., "simplicity-first," "enterprise-grade," "all-in-one"]
+
+**Key messaging themes**:
+- [theme 1 — with source page]
+- [theme 2]
+- [theme 3]
+
+---
+
+## Product & Features
+
+### Core capabilities
+- [capability 1] — [brief description from their site]
+- [capability 2]
+- ...
+
+### Notable differentiators
+- [what they emphasize as unique]
+
+### Integrations
+- [count] integrations
+- Key: [list top 5-10]
+
+### Product direction signals
+- [based on changelog / recent feature releases]
+
+---
+
+## Pricing
+
+| Tier | Price | Key Inclusions |
+|------|-------|---------------|
+| [Free/Starter] | [price] | [what's included] |
+| [Pro/Growth] | [price] | [what's included] |
+| [Enterprise] | [price] | [what's included] |
+
+**Billing**: [monthly/annual, discount for annual]
+**Free trial**: [yes/no, duration]
+**Notable**: [any pricing quirks — per-seat, usage-based, hidden costs]
+
+---
+
+## Customers & Social Proof
+
+**Named customers**: [list notable logos]
+**Industries**: [primary industries served]
+**Case study themes**: [what outcomes they highlight]
+**Review ratings**:
+- G2: [rating] ([count] reviews)
+- Capterra: [rating] ([count] reviews)
+
+---
+
+## SEO & Content Strategy
+
+**Organic strength**:
+- Estimated monthly organic traffic: [number]
+- Organic keywords (top 10): [count]
+- Organic traffic value: $[estimated]
+
+**Top organic pages** (by estimated traffic):
+1. [page URL] — [keyword] — [est. traffic]
+2. [page URL] — [keyword] — [est. traffic]
+3. [page URL] — [keyword] — [est. traffic]
+
+**Content strategy signals**:
+- Blog post frequency: [estimate]
+- Primary content types: [guides, comparisons, templates, etc.]
+- Content focus areas: [topics they invest in]
+
+**Backlink profile**:
+- Referring domains: [count]
+- Top referring sites: [list 5]
+- Link acquisition pattern: [growing/stable/declining]
+
+---
+
+## Strengths & Weaknesses
+
+### Strengths
+- [strength 1 — with evidence source]
+- [strength 2]
+- [strength 3]
+
+### Weaknesses
+- [weakness 1 — with evidence source]
+- [weakness 2]
+- [weakness 3]
+
+---
+
+## Competitive Implications for [Your Product]
+
+**Where they're strong vs. us**: [areas where this competitor has an advantage]
+
+**Where we're strong vs. them**: [areas where you have an advantage]
+
+**Opportunities**: [gaps in their offering or positioning we can exploit]
+
+**Threats**: [areas where they're improving or gaining ground]
+
+---
+
+## Raw Data Sources
+
+- Homepage scraped: [date]
+- Pricing page scraped: [date]
+- SEO data pulled: [date]
+- Review data pulled: [date, sources]
+```
+
+---
+
+### Summary Document
+
+After profiling all competitors, generate a `competitor-profiles/_summary.md` that includes:
+
+1. **Competitor landscape overview** — one paragraph summarizing the competitive field
+2. **Comparison table** — key metrics side by side for all profiled competitors
+3. **Positioning map** — where each competitor sits (e.g., simple↔complex, cheap↔premium)
+4. **Key takeaways** — 3-5 strategic observations from the research
+5. **Gaps and opportunities** — where the market is underserved
+
+---
+
+## Quick Scan vs. Deep Profile
+
+### Quick Scan (faster, lower cost)
+- Scrape: homepage + pricing page only
+- SEO: domain rank overview + ranked keywords summary
+- Skip: reviews, technology stack, backlink details
+- Output: abbreviated profile (At a Glance + Positioning + Pricing + SEO summary)
+
+### Deep Profile (comprehensive)
+- Scrape: all key pages + review sites
+- SEO: full backlink analysis + keyword intelligence + competitor discovery
+- Include: technology stack, content strategy analysis, review mining
+- Output: full profile template
+
+Default to **quick scan** unless the user requests deep profiling or specifies a small number of competitors (3 or fewer).
+
+---
+
+## Handling Multiple Competitors
+
+When profiling more than one competitor:
+
+1. **Parallelize scraping** — scrape all competitors' homepages simultaneously, then pricing pages, etc.
+2. **Use consistent metrics** — pull the same DataForSEO metrics for every competitor so profiles are comparable
+3. **Build the summary last** — after all individual profiles are complete
+4. **Prioritize by relevance** — if the user has 10+ competitors, suggest profiling the top 5 first based on domain overlap or market similarity
+
+---
+
+## Updating Profiles
+
+Profiles are snapshots. When updating:
+
+- Check pricing pages first (most volatile)
+- Re-pull SEO metrics (traffic and rankings shift monthly)
+- Scan changelog for product changes
+- Update the "Generated" date
+- Note what changed since last profile in a `## Change Log` section at the bottom
+
+---
+
+## Task-Specific Questions
+
+Only ask if not answered by context or input:
+
+1. What competitor URLs should I profile?
+2. Quick scan or deep profile?
+3. Any specific dimensions to focus on (pricing, SEO, positioning)?
+4. Should I compare findings against your product?
+
+---
+
+## Related Skills
+
+- **competitor-alternatives**: For creating comparison/alternative pages from these profiles
+- **customer-research**: For mining reviews and community sentiment in depth
+- **content-strategy**: For using competitor content gaps to plan your own content
+- **seo-audit**: For auditing your own site relative to competitors
+- **sales-enablement**: For turning profiles into battle cards and sales collateral
+- **paid-ads**: For analyzing competitor ad strategies
+- **pricing-strategy**: For deeper pricing analysis informed by competitor profiles

skills/competitor-profiling/references/templates.md

@@ -0,0 +1,167 @@
+# Profile Templates
+
+Ready-to-use templates for competitor profile sections and the summary document.
+
+## Contents
+- Quick Scan Template
+- Summary Comparison Table
+- Positioning Map
+- Competitive SWOT
+- Profile Update Changelog
+
+---
+
+## Quick Scan Template
+
+Abbreviated profile for when speed matters more than depth.
+
+```markdown
+# [Competitor Name] — Quick Profile
+
+**URL**: [website]
+**Generated**: [date]
+
+## At a Glance
+
+| Metric | Value |
+|--------|-------|
+| Tagline | [from homepage] |
+| Target audience | [inferred from copy] |
+| Pricing starts at | [lowest paid tier] |
+| Free tier/trial | [yes/no + details] |
+| Domain rank | [from DataForSEO] |
+| Est. organic traffic | [monthly] |
+| Organic keywords (top 10) | [count] |
+| Referring domains | [count] |
+
+## Positioning
+
+**Headline**: "[exact homepage headline]"
+**Subheadline**: "[exact subheadline]"
+**Positioning angle**: [1-2 sentence summary of how they position]
+
+## Pricing Summary
+
+| Tier | Price | Notable Inclusions |
+|------|-------|-------------------|
+| [tier] | [price] | [key items] |
+| [tier] | [price] | [key items] |
+
+## Key Takeaway
+
+[2-3 sentences: what makes this competitor notable, where they're strong, where they're weak]
+```
+
+---
+
+## Summary Comparison Table
+
+Use after profiling all competitors to create a side-by-side view.
+
+```markdown
+# Competitive Landscape Summary
+
+**Generated**: [date]
+**Your product**: [name]
+**Competitors profiled**: [count]
+
+## Side-by-Side Comparison
+
+| Dimension | [Your Product] | [Competitor 1] | [Competitor 2] | [Competitor 3] |
+|-----------|---------------|----------------|----------------|----------------|
+| **Tagline** | [yours] | [theirs] | [theirs] | [theirs] |
+| **Target audience** | [yours] | [theirs] | [theirs] | [theirs] |
+| **Positioning** | [angle] | [angle] | [angle] | [angle] |
+| **Starting price** | $[X]/mo | $[X]/mo | $[X]/mo | $[X]/mo |
+| **Free tier** | [yes/no] | [yes/no] | [yes/no] | [yes/no] |
+| **Domain rank** | [score] | [score] | [score] | [score] |
+| **Est. organic traffic** | [number] | [number] | [number] | [number] |
+| **Referring domains** | [count] | [count] | [count] | [count] |
+| **G2 rating** | [score] | [score] | [score] | [score] |
+| **Key strength** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |
+| **Key weakness** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |
+```
+
+---
+
+## Positioning Map
+
+Visual representation of where competitors sit along two key dimensions. Choose the two axes most relevant to your market.
+
+### Common Axis Pairs
+
+| Market Type | X-Axis | Y-Axis |
+|-------------|--------|--------|
+| SaaS tools | Simple → Complex | Cheap → Expensive |
+| Developer tools | Low-code → Code-first | Individual → Team |
+| B2B platforms | SMB-focused → Enterprise-focused | Point solution → Platform |
+| Content tools | Template-driven → Custom | Self-serve → Managed |
+
+### Format
+
+```markdown
+## Positioning Map
+
+**Axes**: [X-axis label] vs. [Y-axis label]
+
+                    [Y-axis high label]
+                           │
+                           │
+          [Competitor A]   │    [Competitor B]
+                           │
+    ───────────────────────┼───────────────────────
+    [X-axis low]           │           [X-axis high]
+                           │
+          [Your Product]   │    [Competitor C]
+                           │
+                    [Y-axis low label]
+
+### Interpretation
+- [1-2 sentences about what the map reveals]
+- [where the whitespace / opportunity is]
+```
+
+---
+
+## Competitive SWOT
+
+Per-competitor SWOT relative to your product.
+
+```markdown
+## SWOT: [Competitor] vs. [Your Product]
+
+### Strengths (theirs vs. ours)
+- [Where they genuinely outperform us — be honest]
+
+### Weaknesses (theirs vs. ours)
+- [Where they fall short compared to us — with evidence]
+
+### Opportunities (for us)
+- [Gaps in their offering we can exploit]
+- [Segments they're ignoring]
+- [Messaging angles they're missing]
+
+### Threats (from them)
+- [Areas where they're improving fast]
+- [Features they're building that overlap with us]
+- [Market moves that could shift perception]
+```
+
+---
+
+## Profile Update Changelog
+
+Append to the bottom of any profile when updating it.
+
+```markdown
+---
+
+## Change Log
+
+| Date | What Changed | Source |
+|------|-------------|--------|
+| [date] | Pricing increased from $X to $Y | Pricing page re-scrape |
+| [date] | Launched [feature] | Changelog scrape |
+| [date] | Domain rank changed from X to Y | DataForSEO re-pull |
+| [date] | Added [integration] | Integrations page re-scrape |
+```

skills/competitor-profiling/references/tool-reference.md

@@ -0,0 +1,179 @@
+# MCP Tool Reference for Competitor Profiling
+
+Quick reference for the Firecrawl and DataForSEO MCP tools used in competitor profiling.
+
+## Contents
+- Firecrawl Tools (site scraping)
+- DataForSEO Tools (SEO & market data)
+- Recommended Execution Order
+- Error Handling
+
+---
+
+## Firecrawl Tools
+
+### firecrawl_map
+**Purpose**: Discover all URLs on a competitor's site to identify key pages.
+**When to use**: First step for every competitor — before scraping individual pages.
+**Key output**: List of URLs with their page types/paths.
+**Tip**: Look for paths containing `/pricing`, `/features`, `/about`, `/customers`, `/integrations`, `/blog`, `/changelog`.
+
+### firecrawl_scrape
+**Purpose**: Extract content from a single page as clean markdown.
+**When to use**: After mapping, scrape each key page individually.
+**Key output**: Page content in markdown format — headlines, body text, structured data.
+**Tip**: Scrape homepage first — it reveals positioning, audience, and social proof in one shot.
+
+### firecrawl_search
+**Purpose**: Search the web for specific content about a competitor.
+**When to use**: Finding review pages, press coverage, or competitor mentions not on their own site.
+**Example queries**:
+- `"[Competitor Name]" site:g2.com`
+- `"[Competitor Name]" review`
+- `"[Competitor Name]" funding OR raised`
+
+### firecrawl_crawl
+**Purpose**: Crawl multiple pages from a site in one operation.
+**When to use**: Deep profiles where you want to analyze many pages (e.g., all feature pages, all blog posts). More expensive — use selectively.
+**Tip**: Set page limits to avoid crawling entire sites. Target specific URL patterns.
+
+### firecrawl_extract
+**Purpose**: Extract structured data from a page using a schema.
+**When to use**: When you need specific data points in a consistent format (e.g., pricing tier details, feature lists).
+**Tip**: Define a clear schema for what you want extracted — more reliable than parsing raw markdown.
+
+---
+
+## DataForSEO MCP Tools
+
+### Domain-Level Intelligence
+
+#### backlinks_summary
+**Purpose**: Get domain authority, total backlinks, referring domains, spam score.
+**Input**: Target domain (e.g., `competitor.com`)
+**Key metrics**: `domain_rank`, `total_backlinks`, `referring_domains`, `backlinks_spam_score`
+
+#### backlinks_referring_domains
+**Purpose**: List top referring domains — shows where their link equity comes from.
+**Input**: Target domain + limit
+**Key metrics**: Per-domain: `rank`, `backlinks`, `domain` name
+
+#### dataforseo_labs_google_domain_rank_overview
+**Purpose**: Organic search overview — traffic, keywords, traffic value.
+**Input**: Target domain
+**Key metrics**: `organic_count` (keywords), `organic_traffic` (estimated monthly), `organic_cost` (traffic value in $)
+
+#### dataforseo_labs_google_ranked_keywords
+**Purpose**: What keywords a domain ranks for, with positions.
+**Input**: Target domain
+**Key metrics**: Per-keyword: `keyword`, `position`, `search_volume`, `url` (ranking page)
+**Tip**: Sort by traffic to find their highest-value keywords.
+
+#### dataforseo_labs_google_keywords_for_site
+**Purpose**: Keywords relevant to a domain — broader than ranked keywords, includes opportunities.
+**Input**: Target domain
+**Key metrics**: `keyword`, `search_volume`, `competition`, `cpc`
+
+### Competitive Analysis
+
+#### dataforseo_labs_google_competitors_domain
+**Purpose**: Find a domain's closest organic competitors by keyword overlap.
+**Input**: Target domain
+**Key metrics**: `domain`, `avg_position`, `intersections` (shared keywords), `full_domain_rank`
+**Tip**: May reveal competitors the user hasn't considered.
+
+#### dataforseo_labs_google_domain_intersection
+**Purpose**: Find keywords where two domains both rank — shows direct competition.
+**Input**: Two target domains
+**Key metrics**: `keyword`, position for each domain, `search_volume`
+**Tip**: Use this to compare the user's domain vs. each competitor.
+
+#### dataforseo_labs_google_relevant_pages
+**Purpose**: Find a domain's most important pages by organic traffic.
+**Input**: Target domain
+**Key metrics**: `page`, `metrics` (traffic, keywords per page)
+**Tip**: Reveals their content strategy — which pages drive the most value.
+
+### Technology Detection
+
+#### domain_analytics_technologies_domain_technologies
+**Purpose**: Detect the technology stack a domain uses.
+**Input**: Target domain
+**Key metrics**: Technologies grouped by category (CMS, analytics, marketing, payments, etc.)
+
+### Backlink Deep Dive
+
+#### backlinks_backlinks
+**Purpose**: List individual backlinks to a domain.
+**Input**: Target domain + limit
+**Key metrics**: `url_from`, `url_to`, `anchor`, `domain_from_rank`, `is_new`
+
+#### backlinks_bulk_ranks
+**Purpose**: Compare domain ranks across multiple domains at once.
+**Input**: Array of target domains
+**Key metrics**: `domain_rank` per domain
+**Tip**: Use this for the summary comparison table.
+
+---
+
+## Recommended Execution Order
+
+### Quick Scan (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel:
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. dataforseo_labs_google_domain_rank_overview → organic metrics
+   d. backlinks_summary → domain authority
+3. Synthesize into abbreviated profile
+```
+
+### Deep Profile (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel (batch 1 — scraping):
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. firecrawl_scrape → features page(s)
+   d. firecrawl_scrape → about page
+   e. firecrawl_scrape → customers/case studies page
+   f. firecrawl_scrape → integrations page
+3. In parallel (batch 2 — SEO data):
+   a. dataforseo_labs_google_domain_rank_overview
+   b. dataforseo_labs_google_ranked_keywords
+   c. backlinks_summary
+   d. backlinks_referring_domains
+   e. dataforseo_labs_google_relevant_pages
+   f. dataforseo_labs_google_competitors_domain
+4. In parallel (batch 3 — optional extras):
+   a. domain_analytics_technologies_domain_technologies
+   b. firecrawl_search → G2/Capterra reviews
+   c. dataforseo_labs_google_domain_intersection (vs. user's domain)
+5. Synthesize into full profile
+```
+
+### Multi-Competitor (3+ competitors)
+
+```
+1. Map all competitor sites in parallel
+2. Scrape all homepages in parallel, then pricing pages in parallel
+3. Pull domain_rank_overview for all in parallel
+4. Pull backlinks_bulk_ranks for all at once
+5. Build profiles in sequence (synthesis requires focus)
+6. Build summary comparison last
+```
+
+---
+
+## Error Handling
+
+| Issue | Action |
+|-------|--------|
+| Firecrawl scrape returns empty/blocked | Try with `firecrawl_browser_create` for JS-heavy sites |
+| Pricing page not found in map | Search for `/pricing`, `/plans`, `/packages` — some sites use different paths |
+| DataForSEO returns no data for domain | Domain may be too new or too small — note "insufficient data" in profile |
+| Rate limits hit | Space out requests; prioritize highest-value data first |
+| Review page scraping blocked | Use `firecrawl_search` to find cached or alternative review sources |

skills/paid-ads/SKILL.md

@@ -2,7 +2,7 @@
 name: paid-ads
 description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
 metadata:
-  version: 1.1.0
+  version: 1.2.0
 ---
 
 # Paid Ads
@@ -245,6 +245,8 @@ Before launching campaigns, ensure proper tracking and account setup.
 
 **For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
 
+**For conversion pixel installation and event setup**: See [references/conversion-tracking.md](references/conversion-tracking.md)
+
 ### Universal Pre-Launch Checklist
 - [ ] Conversion tracking tested with real conversion
 - [ ] Landing page loads fast (<3 sec)
@@ -302,7 +304,7 @@ For implementation, see the [tools registry](../../tools/REGISTRY.md). Key adver
 | **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
 | **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
 
-For tracking, see also: [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
 
 ---
 

skills/paid-ads/references/conversion-tracking.md

@@ -0,0 +1,361 @@
+# Conversion Tracking Setup
+
+How to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.
+
+---
+
+## Why This Matters
+
+Without conversion tracking:
+- Ad platforms can't optimize for your actual goals
+- You're flying blind on ROAS and CPA
+- Retargeting audiences can't be built
+- You'll waste budget on impressions that don't convert
+
+Get tracking right before spending a dollar on ads.
+
+---
+
+## Platform Pixels Overview
+
+| Platform | Pixel/Tag Name | Events API | Key Events |
+|----------|---------------|:----------:|------------|
+| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |
+| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |
+| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |
+| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |
+| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |
+
+---
+
+## Google Ads
+
+### Install the Google tag
+
+Add to every page, in `<head>`:
+
+```html
+<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
+<script>
+  window.dataLayer = window.dataLayer || [];
+  function gtag(){dataLayer.push(arguments);}
+  gtag('js', new Date());
+  gtag('config', 'AW-XXXXXXXXX');
+</script>
+```
+
+Replace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.
+
+### Set up conversion actions
+
+In Google Ads > Goals > Conversions > New conversion action:
+
+| Conversion | Category | Value | Count |
+|-----------|----------|-------|-------|
+| Purchase | Purchase | Dynamic (order value) | Every |
+| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |
+| Demo request | Lead | Fixed ($X estimated value) | One |
+| Free trial start | Sign-up | Fixed ($X estimated value) | One |
+
+### Fire conversion events
+
+```javascript
+// Purchase
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 99.00,
+  'currency': 'USD',
+  'transaction_id': 'ORDER-123'
+});
+
+// Lead / Sign up
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 50.00,
+  'currency': 'USD'
+});
+```
+
+### Enhanced Conversions
+
+Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.
+
+```javascript
+gtag('set', 'user_data', {
+  'email': 'user@example.com',      // auto-hashed by gtag
+  'phone_number': '+11234567890'
+});
+```
+
+### Google Tag Manager alternative
+
+If using GTM instead of inline gtag.js:
+1. Install GTM container on all pages
+2. Create Google Ads conversion tags in GTM
+3. Set triggers for conversion events (form submissions, purchases)
+4. Use the Data Layer to pass dynamic values (order amount, transaction ID)
+5. Test with GTM Preview mode before publishing
+
+---
+
+## Meta (Facebook/Instagram)
+
+### Install the Meta Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function(f,b,e,v,n,t,s)
+  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
+  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
+  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
+  n.queue=[];t=b.createElement(e);t.async=!0;
+  t.src=v;s=b.getElementsByTagName(e)[0];
+  s.parentNode.insertBefore(t,s)}(window, document,'script',
+  'https://connect.facebook.net/en_US/fbevents.js');
+  fbq('init', 'YOUR_PIXEL_ID');
+  fbq('track', 'PageView');
+</script>
+```
+
+Replace `YOUR_PIXEL_ID` from Meta Events Manager.
+
+### Standard events
+
+```javascript
+// View a product or key page
+fbq('track', 'ViewContent', {
+  content_name: 'Pro Plan',
+  content_category: 'Pricing',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Lead capture (form submit, demo request)
+fbq('track', 'Lead', {
+  content_name: 'Demo Request',
+  value: 50.00,
+  currency: 'USD'
+});
+
+// Purchase
+fbq('track', 'Purchase', {
+  value: 99.00,
+  currency: 'USD',
+  content_type: 'product',
+  contents: [{ id: 'pro-plan', quantity: 1 }]
+});
+
+// Add to cart (e-commerce)
+fbq('track', 'AddToCart', {
+  content_ids: ['SKU-123'],
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Conversions API (CAPI)
+
+Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.
+
+Set up via:
+- **Direct integration** — send events from your server to Meta's API
+- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
+- **Conversions API Gateway** — Meta's managed solution via AWS
+
+Key: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.
+
+### Aggregated Event Measurement
+
+Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:
+1. Verify your domain
+2. Configure and prioritize your top 8 events in order of business importance
+3. Purchase should typically be #1, Lead #2
+
+---
+
+## LinkedIn
+
+### Install the Insight Tag
+
+Add to every page, before `</body>`:
+
+```html
+<script type="text/javascript">
+  _linkedin_partner_id = "YOUR_PARTNER_ID";
+  window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
+  window._linkedin_data_partner_ids.push(_linkedin_partner_id);
+  (function(l) {
+    if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
+    window.lintrk.q=[]}
+    var s = document.getElementsByTagName("script")[0];
+    var b = document.createElement("script");
+    b.type = "text/javascript";b.async = true;
+    b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
+    s.parentNode.insertBefore(b, s);})(window.lintrk);
+</script>
+```
+
+### Conversion tracking
+
+LinkedIn supports two methods:
+
+**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).
+Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.
+
+**Event-based**: Fire manually on specific actions:
+
+```javascript
+window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });
+```
+
+### LinkedIn CAPI
+
+For server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.
+
+---
+
+## TikTok
+
+### Install the TikTok Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function (w, d, t) {
+    w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
+    ttq.methods=["page","track","identify","instances","debug","on","off",
+    "once","ready","alias","group","enableCookie","disableCookie","holdConsent",
+    "revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
+    {t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
+    for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
+    ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
+    n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
+    ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
+    o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
+    ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
+    ttq._o[e]=n||{};var s=document.createElement("script");
+    s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
+    var a=document.getElementsByTagName("script")[0];
+    a.parentNode.insertBefore(s,a)};
+    ttq.load('YOUR_PIXEL_ID');
+    ttq.page();
+  }(window, document, 'ttq');
+</script>
+```
+
+### Standard events
+
+```javascript
+// View content
+ttq.track('ViewContent', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  content_name: 'Pro Plan',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Complete registration / sign up
+ttq.track('CompleteRegistration', {
+  content_name: 'Free Trial'
+});
+
+// Purchase
+ttq.track('Purchase', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  value: 99.00,
+  currency: 'USD',
+  quantity: 1
+});
+
+// Add to cart
+ttq.track('AddToCart', {
+  content_id: 'SKU-123',
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Events API (server-side)
+
+TikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use `event_id` for deduplication with browser pixel events.
+
+### Advanced Matching
+
+Pass hashed user data for better attribution:
+
+```javascript
+ttq.identify({
+  email: 'user@example.com',       // auto-hashed
+  phone_number: '+11234567890'
+});
+```
+
+---
+
+## Validation Checklist
+
+After installing any pixel, verify before going live:
+
+### Browser-side checks
+
+- [ ] Pixel fires on every page (check via browser extension)
+- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)
+- [ ] Event parameters contain correct values (currency, amount, content IDs)
+- [ ] No duplicate events firing on the same action
+- [ ] Events fire on both desktop and mobile
+
+### Platform-side checks
+
+- [ ] Events appear in the platform's event manager/diagnostics
+- [ ] Test conversions show correct values
+- [ ] Event match quality is acceptable (Meta: score > 6)
+- [ ] Server-side events are deduplicating with browser events (not double-counting)
+
+### Debugging tools
+
+| Platform | Tool |
+|----------|------|
+| Google | Google Tag Assistant, Chrome DevTools Network tab |
+| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |
+| LinkedIn | Insight Tag Validator in Campaign Manager |
+| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |
+| All | GTM Preview Mode (if using Google Tag Manager) |
+
+---
+
+## Common Mistakes
+
+- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation
+- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions
+- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews
+- **Hardcoded test values** — remove test transaction amounts before going live
+- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data
+- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
+- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions
+
+---
+
+## When to Use Server-Side Tracking
+
+Browser-only tracking is increasingly unreliable due to:
+- iOS 14+ App Tracking Transparency
+- Third-party cookie deprecation
+- Ad blockers (30%+ of tech audiences)
+
+**Use server-side (CAPI/Events API) when:**
+- Running Meta or TikTok ads (strongly recommended)
+- Your audience is tech-savvy (higher ad blocker usage)
+- You need accurate purchase/revenue attribution
+- You're spending >$5K/month on any platform
+
+**Server-side is optional when:**
+- Running Google Ads only (Enhanced Conversions covers most gaps)
+- Low ad spend / testing phase
+- B2B with LinkedIn only (Insight Tag is still reliable)

skills/social-content/SKILL.md

@@ -1,8 +1,8 @@
 ---
 name: social-content
-description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' or 'grow my following.' Use this for any social media content creation, repurposing, or scheduling task. For broader content strategy, see content-strategy."
+description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' 'grow my following,' 'TikTok video,' 'Reels,' 'Shorts,' 'video script,' 'video hook,' 'short-form video,' or 'create a reel.' Use this for social media content creation, repurposing, scheduling, and short-form video scripting. For broader content strategy, see content-strategy. For paid video ads, see ad-creative."
 metadata:
-  version: 1.2.0
+  version: 1.3.0
 ---
 
 # Social Content
@@ -309,6 +309,87 @@ Instead of guessing, analyze what's working for top creators in your niche:
 
 ---
 
+## Short-Form Video (TikTok, Reels, Shorts)
+
+Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.
+
+### Platform Specs
+
+| Platform | Optimal Length | Aspect Ratio | Key Difference |
+|----------|---------------|--------------|----------------|
+| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |
+| Reels | 15-30 sec | 9:16 | Polished content, rewards saves/shares |
+| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |
+
+### The 3-Second Rule
+
+You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:
+
+```
+[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
+```
+
+All three should hit in the first second.
+
+### Video Structures
+
+**Problem-Solution (15-30 sec):**
+```
+[0-3s]  Hook: State the problem
+[3-10s] Agitate: Why it matters
+[10-25s] Solution: Your method/product/tip
+[25-30s] CTA: What to do next
+```
+
+**List Format (30-60 sec):**
+```
+[0-3s]  Hook: "X things that [outcome]"
+[3-50s] Items: One every 5-8 seconds
+[50-60s] CTA
+```
+
+**Tutorial (30-60 sec):**
+```
+[0-3s]  Hook: Show the end result first
+[3-8s]  Overview: "Here's how..."
+[8-50s] Steps: Quick, clear instructions
+[50-60s] Result + CTA
+```
+
+### Caption & Subtitle Best Practices
+
+Captions increase watch time by 25-40%. Most social video is watched without sound.
+
+- **MAX 2 lines** on screen at once
+- **3-5 words per line**
+- Bold, sans-serif font with black outline
+- **Highlight key words** in a different color
+- Match timing to speech exactly
+
+Tools: CapCut (free), Descript, Captions.ai, Premiere Pro
+
+### Content Ideas by Type
+
+| Business Type | Video Ideas |
+|---------------|-------------|
+| SaaS | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
+| E-commerce | Unboxing, comparisons, how it's made, customer reviews |
+| Services | Process reveals, client transformations, myth-busting |
+| Personal brand | Lessons learned, controversial takes, day-in-the-life |
+
+### Common Mistakes
+
+1. **Slow hooks** — don't build up to the point
+2. **No text overlay** — many watch without sound
+3. **Poor audio** — bad audio kills retention instantly
+4. **Too long** — if it can be shorter, make it shorter
+5. **No CTA** — tell viewers what to do
+6. **Ignoring comments** — engagement in first hour matters
+
+**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)
+
+---
+
 ## Task-Specific Questions
 
 1. What platform(s) are you focusing on?

skills/social-content/references/short-form-video.md

@@ -0,0 +1,237 @@
+# Short-Form Video: Hooks, Scripts & Strategy
+
+Detailed reference for creating short-form video content on TikTok, Instagram Reels, and YouTube Shorts.
+
+---
+
+## Video Hook Library
+
+### Curiosity Hooks (Best for engagement)
+
+**The "Secret" Formula:**
+- "The secret to [outcome] that nobody talks about"
+- "I found the hidden feature in [product/platform] that changes everything"
+- "I can't believe this actually works..."
+
+**The Unexpected Discovery:**
+- "I tried [thing] for 30 days and I was NOT expecting this"
+- "This completely changed how I think about [topic]"
+- "Nobody talks about this, but..."
+
+**The Question:**
+- "Why does nobody talk about this?"
+- "Am I the only one who didn't know this?"
+- "The reason [common thing] doesn't work is..."
+
+### Value Hooks (Best for saves)
+
+**The Promise:**
+- "How to [achieve outcome] in [specific timeframe]"
+- "[Number] [things] that will [benefit]"
+- "Everything you need to know about [topic] in 60 seconds"
+
+**The Hack/Shortcut:**
+- "[Outcome] hack that actually works"
+- "The [adjective] way to [outcome]"
+- "If you're struggling with [problem], watch this"
+
+**The Warning:**
+- "Stop doing [common practice] — here's why"
+- "[Number] mistakes that are killing your [results]"
+- "Why [thing you think is good] is actually hurting you"
+
+### Story Hooks (Best for watch time)
+
+**The Transformation:**
+- "3 months ago, I [bad state]. Today, I [good state]."
+- "Here's how I went from [before] to [after]"
+- "I used to think [old belief]. Then [event] changed everything."
+
+**The Failure:**
+- "I made a huge mistake with [topic]"
+- "Here's why I stopped [common practice]"
+- "I lost [something significant] because of this mistake"
+
+**The Journey:**
+- "So this just happened..."
+- "This changed everything for me"
+- "Let me tell you about the time I [interesting situation]"
+
+### Controversial Hooks (Best for comments)
+
+- "Unpopular opinion: [bold statement]"
+- "[Common advice] is actually wrong"
+- "I'm going to get hate for this, but..."
+- "Most [audience] get this completely wrong"
+
+---
+
+## Scripting Template
+
+```markdown
+## Video: [Working Title]
+
+**Platform:** TikTok / Reels / Shorts
+**Length:** XX seconds
+**Format:** [Talking head / Slideshow / Demo / Screen recording]
+
+### Hook (0-3 sec)
+- Visual: [What viewer sees]
+- Audio: [What they hear]
+- Text overlay: [On-screen text]
+
+### Body (3-X sec)
+- [Timestamp] - [What happens/what you say]
+- [Timestamp] - [Next beat]
+- [Continue...]
+
+### CTA (final 3-5 sec)
+- Verbal: [What you say]
+- Text: [On-screen text]
+- Action: [Follow, comment, link in bio, etc.]
+
+### Production Notes
+- Music/sound: [Trending sound or music choice]
+- B-roll needed: [List any clips needed]
+- Graphics: [Any text animations or overlays]
+```
+
+---
+
+## Additional Video Structures
+
+### The Story Arc (45-60 sec)
+
+```
+[0-3s]  Hook: Tease the outcome
+[3-15s] Setup: Context and stakes
+[15-45s] Journey: What happened
+[45-55s] Resolution: The result
+[55-60s] Lesson/CTA
+```
+
+Best for: Personal stories, case studies, testimonials
+
+### The POV/Skit (15-30 sec)
+
+```
+[0-3s]  Setup: Text overlay sets the scene
+[3-25s] Performance: Act out the relatable scenario
+[25-30s] Punchline or twist
+```
+
+Best for: Relatable content, humor, niche communities
+
+---
+
+## Visual Patterns
+
+### Talking Head
+- Good lighting (ring light or window light)
+- Eye contact with camera
+- Hand gestures for emphasis
+- Interesting background (bookshelf, plants, studio setup)
+
+### Slideshow/Carousel Video
+- Strong visual on each slide (2-4 seconds per slide)
+- Text overlays with key points
+- Consistent style/branding
+- Voiceover or trending sound
+
+### Screen Recording
+- Zoom in on important areas
+- Add cursor highlight or click animations
+- Keep movements smooth and intentional
+- Overlay your face in corner (optional but boosts engagement)
+
+### B-Roll Heavy
+- Show don't tell
+- Quick cuts (1-3 seconds per shot)
+- Match cuts to voiceover beats
+- Mix wide, medium, and close-up shots
+
+---
+
+## Audio Strategy
+
+### When to Use Trending Sounds
+- Entertainment/lifestyle content where the sound fits your message
+- When the trend is still rising (check platform trending pages)
+- Don't use when it distracts from your message or is already declining
+
+### When to Use Original Audio
+- Educational content where you're speaking
+- Storytimes and personal narratives
+- Product demos and tutorials
+- Building a recognizable brand voice
+
+### Voiceover Tips
+- Speak slightly faster than normal conversation
+- Vary your tone — avoid monotone delivery
+- Pause for emphasis on key points
+- Record in a quiet space, use noise removal
+- AI voices work for faceless content (ElevenLabs, etc.)
+
+### Music Selection
+- Match energy to content (upbeat for tips, emotional for stories)
+- Avoid copyrighted music on Reels/Shorts
+- Use platform music libraries for safety
+- Lower music volume under voiceover (ducking)
+
+---
+
+## Posting Strategy
+
+### Optimal Posting Times (test your audience)
+
+| Platform | Best Times (local) |
+|----------|-------------------|
+| TikTok | 7-9 AM, 12-3 PM, 7-11 PM |
+| Reels | 9 AM, 12 PM, 7-9 PM |
+| Shorts | 12-3 PM, 7-9 PM |
+
+### Frequency Recommendations
+
+| Goal | Minimum | Optimal |
+|------|---------|---------|
+| Growing | 1/day | 2-4/day |
+| Maintaining | 3/week | 1/day |
+| Testing | 2/week | 5/week |
+
+### Batch Creation Workflow
+
+1. **Ideate** (30 min): Generate 10-20 concepts
+2. **Script** (1 hour): Write scripts for 5-10 videos
+3. **Batch film** (2 hours): Record all talking head content
+4. **Edit** (2-3 hours): Edit and add captions
+5. **Schedule** (30 min): Queue for optimal times
+
+---
+
+## Analytics & Iteration
+
+### Metrics That Matter
+
+| Metric | What It Tells You |
+|--------|-------------------|
+| Watch time % | Is content engaging throughout? |
+| Completion rate | Did hook + content deliver? |
+| Saves | Is content valuable enough to revisit? |
+| Shares | Is content worth spreading? |
+| Comments | Did content spark conversation? |
+| Follows | Did viewer want more from you? |
+
+### What to Test
+
+1. **Hooks**: Same content, different opening
+2. **Length**: 15 sec vs 30 sec vs 60 sec
+3. **Format**: Talking head vs slideshow vs demo
+4. **Time**: Morning vs afternoon vs evening
+5. **CTA**: Different calls to action
+
+### When to Pivot
+
+- 5+ videos with <1% completion rate → change hooks
+- High views but low follows → check CTA and content-audience fit
+- High saves but low shares → content is valuable but not social
+- Lots of comments but negative → lean into controversy or adjust tone

tools/clis/supermetrics.js

@@ -9,17 +9,18 @@ if (!API_KEY) {
 }
 
 async function api(method, path, body) {
-  const separator = path.includes('?') ? '&' : '?'
-  const url = `${BASE_URL}${path}${separator}api_key=${API_KEY}`
+  const url = `${BASE_URL}${path}`
+  const headers = {
+    'Content-Type': 'application/json',
+    'Accept': 'application/json',
+    'x-api-key': API_KEY,
+  }
   if (args['dry-run']) {
-    return { _dry_run: true, method, url: url.replace(API_KEY, '***'), headers: { 'Content-Type': 'application/json', 'Accept': 'application/json' }, body: body || undefined }
+    return { _dry_run: true, method, url, headers: { ...headers, 'x-api-key': '***' }, body: body || undefined }
   }
   const res = await fetch(url, {
     method,
-    headers: {
-      'Content-Type': 'application/json',
-      'Accept': 'application/json',
-    },
+    headers,
     body: body ? JSON.stringify(body) : undefined,
   })
   const text = await res.text()

tools/clis/zoominfo.js

@@ -92,7 +92,14 @@ async function main() {
         break
       }
       const token = await authenticate()
-      result = { jwt: token }
+      if (args['show-token']) {
+        result = { jwt: token }
+      } else {
+        const masked = token.length > 12
+          ? token.slice(0, 6) + '…' + token.slice(-6)
+          : '***'
+        result = { jwt: masked, hint: 'Use --show-token to reveal full JWT' }
+      }
       break
     }
 
@@ -188,7 +195,7 @@ async function main() {
       result = {
         error: 'Unknown command',
         usage: {
-          auth: 'auth — authenticate and get JWT token',
+          auth: 'auth [--show-token] — authenticate and get JWT token (masked by default)',
           contacts: {
             search: 'contacts search [--job-title <t>] [--company <c>] [--location <l>] [--seniority <s>] [--department <d>] [--page <n>]',
             enrich: 'contacts enrich --email <email> | --person-id <id>',