Creating Content

Knowledge base for creating on-brand content that's guided by strategy and optimized for each channel.

Core Philosophy

Strategy-Driven Creation: Every piece of content should reinforce brand positioning, express brand voice, and resonate with the target audience.

Content ≠ Strategy: Content is the tactical expression of strategic decisions. Strategy documents guide what to say and how to say it; content is the execution.

Content Creation Principles

1. Always Load Strategy Context

Content is never created in a vacuum. Each content workflow loads relevant strategy documents to ensure brand alignment.

2. Multi-Phase Approach

Quality content requires staged thinking:

• Ideation - What should we create? (Strategy-driven)
• Drafting - How do we express it? (Voice-driven)
• Review - Does it align with brand? (Quality control)

3. Channel Optimization

Content adapts to channel conventions while maintaining brand consistency. Platform-specific strategy extensions guide these adaptations.

4. Progressive Disclosure

Load only the strategy documents needed for each phase. Don't burden agents with unnecessary context.

Content vs Strategy

Content Workflows

Each workflow follows a multi-phase creation pattern using the orchestration skill:

Available Workflows

• Tweet Creation - Create strategy-aligned Twitter content

(Additional content type workflows will be added here)

Standard Content Execution Structure

/content/{type}/{YYYY-MM-DD@HH:mm-content-slug-title}/
├── PLAN.md              # Content brief (strategy references)
├── TODO.md              # Creation tracking
├── artifacts/           # Phase outputs (ideation, drafts, reviews)
│   ├── 01-ideation.md
│   ├── 02-draft.md
│   └── 03-review.md
└── CONTENT.md           # Final content ready to publish

Strategy Loading Pattern

Different content phases load different strategy combinations:

Phase 1: Ideation

Load:

• Positioning (differentiation frame)
• Messaging (key themes)
• Audience (what resonates)

Purpose: Generate content ideas that reinforce positioning

Phase 2: Drafting

Load:

• Voice (base voice)
• Voice/{channel} Extension (channel-specific)
• Messaging (selected theme)

Purpose: Write on-brand content in the right voice

Phase 3: Review

Load:

• Brand Fundamentals (values check)
• Positioning (differentiation check)

Purpose: Validate brand integrity before publishing

Content Creation Flow

1. USER REQUEST
   "Create a tweet about [topic]"
   ↓
2. LOAD WORKFLOW
   Read workflow definition for content type
   ↓
3. CREATE EXECUTION FOLDER
   /content/tweets/{YYYY-MM-DD@HH:mm-topic-slug}/
   ↓
4. PHASE 1: IDEATION
   Load: Positioning + Messaging + Audience
   Output: artifact/01-ideation.md
   ↓
5. PHASE 2: DRAFTING
   Load: Voice + Voice/Twitter + Messaging
   Output: artifact/03-draft.md
   ↓
6. PHASE 3: REVIEW
   Load: Brand Fundamentals + Positioning
   Output: artifact/03-review.md
   ↓
7. FINALIZE
   Approved content → CONTENT.md
   ↓
8. PUBLISH
   User reviews and publishes

Invocation

Content creation workflows are typically invoked conversationally:

"Create a tweet about [topic]"
"Write a LinkedIn post about [theme]"
"Generate a blog post outline for [subject]"

Or via slash commands (to be added):

/content:tweet
/content:linkedin-post
/content:blog-post

Quality Standards

All content must:

• ✅ Align with brand positioning (reinforces differentiation)
• ✅ Express brand voice (sounds like us)
• ✅ Resonate with audience (addresses their needs)
• ✅ Support messaging strategy (communicates key themes)
• ✅ Uphold brand values (passes integrity check)

Progressive Disclosure in Action

Bad approach: Load all 5 strategy files + all extensions into one agent → overwhelming context

Good approach:

• Phase 1 agent: Loads 3 strategy files by path
• Phase 2 agent: Loads 3 different strategy files by path
• Phase 3 agent: Loads 2 strategy files by path

Each agent gets exactly what it needs, when it needs it.

Notes

• Content executions are temporal (date-stamped) because content is output
• Strategy is timeless (git versioned) because strategy is guidance
• Content references strategy via markdown links for audit trail
• Multiple content pieces can be created simultaneously in separate execution folders