| name | 36-content-brief-global |
| description | Use when ONE specific piece of content needs a brief before anyone writes — placement, angle plus the source insight behind it, key message, three hook options, CTA, format, brand voice reference, visual direction, and distribution. Trigger on 'content brief', 'brief for this post', 'brief a writer', 'what angle should this take', 'brief for the LinkedIn post', 'give the freelancer something to work from'. Also use when the user has a topic and no idea what to actually say about it. Not for — the month schedule of what posts when, see `01-content-calendar-global`; the finished caption text, see `37-social-caption-global`; a spoken video script, see `04-script-video-global`; the image spec, see `42-image-brief-global`. |
| metadata | {"version":"1.0.1","category":"content"} |
| license | MIT |
| triggers | ["content brief","brief for this post","brief a writer","angle for this piece","brief for the LinkedIn post","brief for a TikTok","post brief","brief today's content"] |
| output | File .md — single-piece brief: placement, angle plus source insight, 3 hook options, key message, CTA, brand voice reference, visual direction, distribution. A writer can start immediately from it |
| related | ["product-marketing-context-global","35-brand-voice-global","09-customer-insight-global","01-content-calendar-global","37-social-caption-global","04-script-video-global","42-image-brief-global","43-carousel-brief-global","44-video-editor-brief-global"] |
Content Brief (Global)
One brief per piece. This is the link between the calendar (01-content-calendar-global) and production (37-social-caption-global, 04-script-video-global, 05-ad-copy-global, 14-email-marketing-global). The brief is good enough when the writer finishes without asking the lead a single question.
Information gathering
Read .agents/product-marketing-context-global.md, the Brand Voice Document (35-brand-voice-global), and the calendar (01-content-calendar-global) first. If something is missing, ask up to 4 questions:
- Where does this piece sit in the funnel (TOFU / MOFU / BOFU), and which campaign or weekly theme does it belong to?
- Which channel and format? (Instagram / LinkedIn / TikTok / Facebook / X / YouTube / email — video / carousel / static / text / newsletter)
- What is the intended CTA? (comment / click / DM / book a demo / subscribe / buy)
- When is approval due, and who is writing it?
Principles
- One brief = one piece = one angle = one CTA. Do not stack messages. If several points are needed, split into a carousel or a series.
- An angle is a specific point of view, not a topic. "Skincare routines" is a topic. "Three morning habits that quietly make your skin worse — and everyone thinks they help" is an angle.
- The hook must stand alone. Reading the first line should tell you what the piece is about without any context.
- The source insight must be quoted verbatim with its source. Pull it from
09-customer-insight-global: which internal monologue, pain, or objection is this piece aimed at.
- Evidence goes in the brief, not on the writer's to-do list. Numbers, testimonials, and case studies are supplied here, already sourced.
- Maximum 3 body points. More than that means it should be a different piece.
- Every claim must be substantiable. If evidence cannot be cited, the claim does not go in the brief.
Workflow
1. Place the piece in the system
Take from the calendar (01-content-calendar-global): publish date, channel, format, funnel stage, pillar. Then set one — and only one — objective: reach / trust / conversion / engagement.
2. Lock the angle and the source insight
