Scott William Wilson’s Advanced Prompt, laying the foundation for an LLM to understand your business, industry, rivals and customers
Important Student Instructions:
Run these prompts ONE AT A TIME in sequence. Do not paste them all at once.
Large Language Models learn from the conversation: each prompt reuses the memory object(s) produced by the previous step.
This complex, five-stage runbook highlights how to orchestrate a professional-grade competitive intelligence and brand-strategy workflow using AI—mirroring the sequence a senior marketing team would follow in the real world. By chaining discovery → social audit → SEO intelligence → opportunity scanning → narrative synthesis, it forces structured thinking, data reuse across stages, and evidence-backed decisions; students learn to avoid siloed analysis, master context persistence, and produce client-ready deliverables (from keyword clusters to JSON-LD schema) in one coherent sprint. The rigor builds muscle memory for high-stakes projects where incomplete research or unaligned messaging can cost market share.
Fill out the highlighted basic info requests and then paste the entire prompt below into a LLM of your choice.
You are a senior digital researcher. Perform a full online discovery of my company and 2–3 named rivals. Identify official websites and social profiles, summarize what they do, and capture key public signals (site structure, offers, ICPs, geographies, hiring clues, content themes, SEO and social indicators). Persist everything as DISCOVERY_CONTEXT for use in the next prompt.
COMPANY_NAME (legal or common): <enter name>
OPTIONAL_SEED_WEBSITE: https://example.com (leave blank if unknown)
RIVALS (2–3 names, legal or common): <Rival A>, <Rival B>, <Rival C>
COUNTRIES_WE_OPERATE_IN (if known): <e.g., Canada; United States>
PRIMARY_LANGUAGE (if known): <e.g., English>
Confirm you have browsing/web access. If any input is missing or ambiguous (e.g., multiple companies share the same name), resolve by:
Searching the company name + industry + city/country.
Validating the official domain via cross-signals (LinkedIn, press releases, footer NAP data, consistent branding).
If still unclear, ask me for clarification before proceeding.
For COMPANY and each RIVAL, discover and record:
Official website (primary domain) and key sections: Home, About, Product/Service, Pricing, Locations, Blog/Resources, Contact.
Official social profiles (paste each full URL on its own line): LinkedIn, Instagram, Facebook, X/Twitter, YouTube, TikTok, Pinterest, Reddit, Threads, Google Business Profile (if applicable); app store listings if relevant.
Recent news/press releases, reviews (Google/Trustpilot/G2/
Hiring/job postings (roles suggest strategic priorities).
Technology/analytics signals (best-effort from public artifacts): CMS, ecommerce platform, analytics/pixels, marketing automation.
Geographies served (countries, regions, local offices).
Core ICPs/buyer roles, value propositions, offer types, differentiators.
Content & creative themes used across site/social.
Lightweight quant for social (last ~90 days where visible):
Followers/Subscribers.
Posting cadence (avg/wk).
Visible engagement (avg likes+comments+shares per post); ER% when computable = engagements_per_post / followers × 100%.
Top 1–3 posts per channel (paste each full URL on its own line).
Website keyword signals snapshot (qualitative):
Extract prominent title tags/H1s/subheads/anchors across key pages (10–30 signals).
Tag intent (Informational/Commercial/
Rival parity notes:
Where rivals clearly out-position or out-execute (site, content, social).
Any obvious gaps or missed plays by each party.
Use concise markdown tables and short bullets.
Every external reference must be a full raw URL on its own line (no markdown link text).
Do not use emojis.
Mark unknowns as “TBD”.
Include a final “Citations” section listing all source URLs (full raw URLs, one per line).
Company Profile (Overview)
Bullets: What they do, ICPs/buyer roles, main offers, differentiators, countries served, compliance considerations.
Digital Properties (Inventory Table)
Columns: Property Type (Website/Social/App/Other), Platform, Handle/Name, Full URL
Note: put each full URL on its own line inside the URL cell.
Website Map (Key Pages)
Columns: Page Type, Page Title, Purpose/Offer, Full URL
Website Keyword Signals (Snapshot)
Columns: Term/Phrase, Brand/Non-brand, Likely Intent, Evidence (Title/H1/Subhead/Anchor), Full URL
Social Snapshot (Last ~90 Days)
Columns: Channel, Followers/Subs, Posting Cadence (/wk), Avg Engagements/Post, ER (%) if computable, Top Post URL(s)
News/PR/Reviews/Partnerships (Bullets + URLs)
Summarize notable items; include each source as a full URL on its own line.
Rival Dossiers (repeat Deliverables 1–6 per rival)
Create separate sections for Rival A, Rival B, Rival C.
Comparative Summary (Side-by-Side)
Table: Dimension, Company, Rival A, Rival B, Rival C
Dimensions to include: Positioning, Offers, Content Themes, Social Cadence, Social ER (qual), Website Depth, Notable Strengths, Notable Weaknesses.
Immediate Observations (Bullets)
5–10 bullets on standout strengths, weaknesses, risks, and quick opportunities across web and social.
DISCOVERY_CONTEXT (Persist for next prompts — print exactly this object)
Provide a compact JSON-like object with these fields (fill from your findings; use TBD where unknown):
COMPANY_NAME
WEBSITE_URL
COUNTRIES
PRIMARY_LANGUAGE
SOCIAL_URLS: { platform: [full URLs on separate lines in the printed object] }
COMPANY_SUMMARY: <1–3 sentences>
COMPANY_KEY_PAGES: [ {page_type, title, url} … ]
SEO_SITE_SIGNALS: [ {term, brand_or_nonbrand, intent, url} … ]
RIVALS: [
{
name, website_url,
social_urls: { platform: [full URLs] },
summary, key_pages: [ {page_type, title, url} … ],
seo_site_signals: [ {term, brand_or_nonbrand, intent, url} … ]
}, …
]
SOCIAL_SNAPSHOT: {
company: [ {channel, followers, cadence_per_week, avg_engagements_per_post, er_percent_or_TBD, top_post_urls:[full URLs]} ],
rivals: [ {name, channel, followers, cadence_per_week, avg_engagements_per_post, er_percent_or_TBD, top_post_urls:[full URLs]} ]
}
NOTABLE_NEWS_AND_REVIEWS: [ {topic, url} … ]
EARLY_GAPS_AND_OPPS: [bullets]
Resolve official domains and profiles for COMPANY_NAME and the listed RIVALS; confirm COUNTRIES if signals are clear, else set to TBD.
Execute Deliverables 1–9 succinctly with strict URL rules.
Output DISCOVERY_CONTEXT exactly as specified in Deliverable 10 so it can be used by Prompt 2/5.
Finish with a “Citations” section that lists every source URL (one per line).
You are a senior social media strategist. This prompt runs immediately after Prompt 1 (Online Discovery). Reuse and bind data from DISCOVERY_CONTEXT. If SEO_CONTEXT exists (from a separate SEO prompt), leverage it for alignment; if not, proceed without it. Produce a clear audit, benchmarks vs rivals, and an opportunity playbook. Persist results as SOCIAL_CONTEXT.
Set:
Also bind SEO learning if available:
Print a compact object named SOCIAL_CONTEXT for use in later prompts, with the following fields:
SOCIAL_CONTEXT = {
COMPANY_NAME: “…”,
DATE_RANGE: “…”,
CHANNEL_INVENTORY: [ {brand_or_rival, channel, handle, profile_url, followers, cadence_per_week, avg_engagements_per_post, er_percent_or_TBD, content_mix_highlights} ],
BENCHMARKS: [ {channel, brand_or_rival, followers, posts_in_range, avg_engagements_per_post, er_percent_or_TBD, avg_video_views_or_TBD, top_post_urls:[full URLs]} ],
STRENGTHS: [“…”],
WEAKNESSES: [“…”],
OPPORTUNITIES: [
{opportunity, channels, why_it_matters, example_next_step, impact: “High|Med|Low”, effort: “High|Med|Low”}
],
GAP_MAP: [ {channel, rival_edge, our_gap, counter_move, reference_urls:[full URLs]} ],
LANDING_PAGE_ALIGNMENT: [
{channel, use_case_or_offer, target_landing_url, utm_pattern_literal, conversion_event, related_seo_cluster_or_keyword:”TBD or value”}
],
PRIORITY_PLAYBOOK_TOP10: [ {action, channel, rationale, effort_1to5, impact_1to5, confidence_1to5, priority_score} ],
KPIS_TARGETS_90D: [ {channel, cadence_per_week_target, er_percent_target, avg_views_target_or_TBD, follower_growth_target, ctr_target_or_TBD, response_time_sla} ]
}
You are a senior SEO strategist. This prompt runs immediately after Prompt 1 (Discovery) and Prompt 2 (Social Audit). Reuse and bind data from DISCOVERY_CONTEXT and SOCIAL_CONTEXT to perform comprehensive keyword research for the company and its rivals. Classify keywords (core, mid-tail, long-tail, related, LSI), identify gaps (missed by company; used by rivals), and estimate traffic/lead uplift under clear assumptions. Persist results as SEO_CONTEXT for the next prompt.
Bind from DISCOVERY_CONTEXT:
Bind from SOCIAL_CONTEXT (if available):
If any essentials are missing (e.g., WEBSITE_URL or clearly identified rivals), ask ONLY for those, then proceed.
1A) Company Keyword Signals
Columns: Term/Phrase, Brand/Non-brand, Likely Intent (Info/Comm/Trans/Nav), Evidence (Title/H1/Subhead/Anchor), Full URL
Scope: 25–60 strongest signals.
1B) Rival Keyword Signals (one combined table; include multiple rivals)
Columns: Rival, Term/Phrase, Brand/Non-brand, Likely Intent, Evidence, Full URL
Scope: 15–40 strongest signals per rival.
2B) Semantic Clusters
Columns: Cluster Name, Representative Keywords (comma-separated), Funnel Stage (TOFU/MOFU/BOFU), Notes (themes/personas/countries)
4B) Missed by Specific RIVALS (Our Advantage)
Columns: Rival, Candidate Keyword, Our Evidence URL(s) (full URLs), Rival Evidence of Absence/Weakness (brief), Suggested Angle to Win, Priority
6B) Existing Page Improvements
Columns: Current URL (full URL), Target Keyword/Theme, Gaps to Close (H1/Title/Sections/Entities/Internal Links/Schema), Expected Outcome (qualitative), Priority
Assumptions (sample—edit based on available data):
Output a small table:
Columns: Scenario (Low/Base/High), Est. Monthly Incremental Clicks by Month 6–9, Est. Monthly Incremental Leads (using stated CVR), Key Assumptions (bulleted under each scenario)
Add a short paragraph on risks (competition, seasonality, crawl/indexing, resources).
Print a compact object named SEO_CONTEXT for use in Prompt 4:
SEO_CONTEXT = {
COMPANY_NAME: “…”,
WEBSITE_URL: “…”,
COUNTRIES: [“…”],
LANGUAGE: “…”,
SEO_TOP10: [ {keyword, cluster, intent, rationale, total_score} ], // or Top 10–20
SEO_CLUSTERS: [ {cluster, keywords:[…], funnel_stage, notes} ],
SEO_LSI: {
per_core_keyword: [ {core_keyword, lsi_terms:[…], hints} ],
per_cluster: [ {cluster, lsi_terms:[…], usage_hints} ]
},
SEO_GAPS_COMPANY: [ {keyword, why_it_matters, intent, rival_example_url, suggested_page_type, priority} ],
SEO_GAPS_RIVALS: [ {rival, keyword, our_evidence_urls:[…], rival_weakness, angle_to_win, priority} ],
SEO_SITE_SIGNALS: [ {term, brand_or_nonbrand, intent, url} ],
SEO_RIVAL_SIGNALS: [ {rival, term, brand_or_nonbrand, intent, url} ],
CONTENT_MAP_NET_NEW: [ {keyword_or_theme, page_type, title, primary_keyword, supporting_terms:[…], funnel_stage, cta} ],
CONTENT_UPGRADES: [ {url, target_keyword, gaps_to_close:[…], expected_outcome, priority} ],
IMPACT_MODEL: {
assumptions: { ctr_curve_source_url: “…”, cvr_basis:”…”, position_targets:”…”, volume_source_or_TBD:”…” },
scenarios: [ {name:”Low”, monthly_clicks_by_m6_9:”~”, monthly_leads_by_m6_9:”~”, notes:”…”}, {name:”Base”, …}, {name:”High”, …} ]
}
}
You are a world-class CEO with a team of elite researchers. This prompt runs immediately after Prompts 1–3. Use what we already learned to explore NEW opportunities beyond our current scope: adjacent markets, cross-industry patterns, and global/national trends that could unlock step-change growth. Deliver bold, evidence-backed options and an experiment portfolio. Persist results as OPPORTUNITY_CONTEXT for Prompt 5.
From DISCOVERY_CONTEXT:
Identify, size, and prioritize NEW strategic growth opportunities OUTSIDE the current business footprint by:
Apply these lenses; cite when you rely on public heuristics or studies:
Print a compact object named OPPORTUNITY_CONTEXT for use in Prompt 5:
OPPORTUNITY_CONTEXT = {
COMPANY_NAME: “…”,
COUNTRIES: [“…”],
CORE_THEMES: [“…”], // cross-industry themes we’ll pursue
TREND_SIGNALS: [ {country, trend, horizon, confidence, evidence_urls:[…]} ],
PATTERN_LIBRARY: [ {pattern, source_industry, translation, risks, example_urls:[…]} ],
ANSOFF_OPPORTUNITIES: [ {initiative, quadrant, persona, country, impact, effort, confidence} ],
DISTRIBUTION_PLAYS: [ {play, partner_or_platform, why, entry_motion, risks, evidence_urls:[…]} ],
OFFER_PRICING_INNOVATIONS: [ {idea, model, segment, country, value_prop, capabilities, example_urls:[…]} ],
GEO_SHORTLIST: [ {country, demand_proxy, competitive_intensity, regulatory_notes_urls:[…], gtm_motion, objective_6_12m} ],
REGULATORY_EDGES: [ {program_or_rule, country, advantage, requirements, official_urls:[…]} ],
BLUE_OCEAN_CONCEPTS: [ {category_name, pov, counter_positioning_target} ],
OPTIONALITY_PORTFOLIO: {
low_risk_tests: [ {idea, metric, 90d_plan} ],
asymmetric_bets: [ {idea, metric, 90d_plan} ]
},
TOP10_NEXT_ACTIONS_90D: [ {action, rationale, effort_1to5, impact_1to5, confidence_1to5, priority_score} ]
}
You are a senior brand storyteller and editor-in-chief. This prompt runs immediately after Prompts 1–4. Produce a long-form (up to ~5,000 words) factual, human, and SEO-aligned “About Us” story for our company. The narrative must be grounded in evidence and prior context, include all target keywords naturally, and deliver technical extras (schema, OG tags), plus social/PR derivatives. Persist outputs as BRAND_STORY_CONTEXT.
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Bind these objects if available; do not re-ask for known inputs:
From these, set:
If any essential item is missing (usually founder/leader bios, milestone dates, or COUNTRIES), ask ONLY for those specifics, then proceed. For anything still unknown, write “TBD” and log it in the Fact-Check Table.
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Write a polished, human narrative with the following structure and headings:
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Produce succinct, ready-to-use collateral:
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After all outputs, print a compact object named BRAND_STORY_CONTEXT with:
BRAND_STORY_CONTEXT = {
company_name: “…”,
about_page_title: “…”,
primary_value_proposition: “…”,
proof_pillars: [“…”],
people_highlights: [ {name:”…”, role:”…”, highlight:”…”} ],
keyword_to_section_map: [ {keyword:”…”, class:”Core|Mid|Long|Related|LSI”, sections:[“…”], url:”…”} ],
internal_link_map: [ {anchor:”…”, url:”…”} ],
published_assets: {
schema_blocks: [“Organization”,”Person”,”Article”,”BreadcrumbList”,”VideoObject”],
og_tags: true,
founder_video_script: true,
social_posts: { linkedin:n, instagram:n, twitter:n, facebook:n },
press_boilerplate: true
},
fact_check_todos: [ {claim:”…”, source_url_or_TBD:”…”} ],
measurement_plan_summary: [“…”]
}
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