content-scripter

name

content-scripter

description

Generates Instagram content scripts and shoot briefs for BCA clients, outputting directly into each client's SHOOT BRIEFS / CONTENT IDEAS database in Notion. Instagram-optimised only. Use this skill whenever the user asks to plan content, script shoots, generate content ideas, build a shoot brief, brainstorm Reels, create a content plan, or fill a client's content database. Also trigger on "what should [client] film", "content ideas for [client]", "script the next shoot", "shoot brief for [client]", "first shoot ideas", or any request involving Instagram content ideation for a BCA client. Trigger when the user mentions a client name alongside words like "content", "ideas", "scripts", "shoot", "brief", "Reels", or "filming". This skill focuses on micro-specific, value-add, niche content — not generic industry ideas. Even if the user only gives a client name, use this skill when content planning is implied.

Shoot Brief & Content Scripting — Instagram Only

Overview

This skill generates Instagram-specific content scripts and shoot briefs for BCA clients. Every idea is designed to be filmed, not just posted. The output goes directly into the client's CONTENT IDEAS database inside their SHOOT BRIEFS page in Notion.

This is NOT a content calendar or posting schedule. It's a scripting and shoot planning tool. No days of the week. No posting times. No platform selection. Every idea is for Instagram (Reels, carousels, Stories, talking head, B-roll).

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Core Philosophy

Micro-Specific Value-Add Content

The single most important principle: every idea must be so specific that it could only come from someone who actually knows the trade or industry.

Bad: "Tips for maintaining your plumbing" Good: "Why your Rinnai Infinity 26 keeps throwing error code 12 — and the $4 fix"

Bad: "Before and after of a car detail" Good: "This Mazda 3 sat under a jacaranda tree for 6 months — here's what tree sap does to clear coat and how we saved it"

Bad: "Meet the team" Good: "This is Macca. He's been tinting windows for 14 years. Watch him do a rear windscreen in under 3 minutes"

The specificity IS the hook. Generic content gets scrolled past. Micro-specific content gets saved, shared, and positions the client as a genuine expert.

Job/Project-Based Content

When the user provides information about a specific job or project the client is working on, generate ideas that mine that project for micro-specific value:

Example input: "JCON is working on a Maric field site installing public bathrooms" Example output ideas:

• "Why public bathroom plumbing is 10x harder than residential (accessibility compliance, vandal-proof fixtures, commercial-grade copper vs residential PEX)"
• "The fitting that stops toilets being ripped off the wall — and why every public bathroom needs it"
• "How we waterproof a commercial bathroom floor vs your bathroom at home"
• "The reason public bathroom taps turn off by themselves (and the engineering behind metered mixers)"

The skill should extract multiple angles from a single project — materials, methods, regulations, common problems, comparisons to residential, the specific tools used, the specific products installed.

Deduplication

Before generating new ideas, the skill should check what the client already has in their CONTENT IDEAS database. Search the existing entries and avoid duplicating topics. If a topic has been covered, find a different angle or go deeper into a subtopic.

Process:

1. Fetch the client's SHOOT BRIEFS page from Notion
2. Read existing entries in their CONTENT IDEAS database
3. Generate new ideas that don't overlap with existing content
4. Flag any near-overlaps: "Similar to existing idea '[title]' but from a different angle"

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Inputs

Minimum (client name only)

• Pull client's industry, content pillars, and target audience from Notion or memory
• Generate 10 ideas using the industry blueprint as a starting framework
• Default Content Status: "IDEA"

Standard (client name + what's worked / general direction)

• Everything above, plus performance context
• Lean toward formats and topics that have performed well
• 15-20 ideas

Full (client name + specific job/project details)

• Everything above, plus:
• Specific job or project the client is working on right now
• Location, materials, methods, scope of work
• Generate micro-specific ideas mining that project for value
• 20+ ideas with at least 10 directly tied to the project

First Shoot (client name + "first shoot" or new client indicator)

• Use the relevant industry blueprint from references/industry-blueprints.md
• Generate a foundational content bank: 20-30 ideas covering all content types
• Include a mix of evergreen (can film anytime) and project-specific (needs a job site)
• Prioritise ideas that establish the founder/team personality early
• Include at least 5 "quick wins" that can be filmed in the first hour of the shoot

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Output Format

Notion Database Schema

Each client's Content Ideas database uses the following standard schema. When a new client is onboarded and their Content Ideas database only has a Name field, add the missing columns immediately using notion-update-data-source before creating any pages.

Standard schema (all BCA clients):

Field	Type	Notes
Name	Title	Short, punchy content title — this IS the hook or concept name
Status	Select	Idea / Filmed / Edited / Finished — always set to "Idea" on creation
Content Type	Select	Value Add Talking Head / Personality Talking Head / Founder-Led / BTS / RAW and Real / Funny / Trending / Social Proof / Promotional
Date Created	Created time	Set automatically by Notion — do NOT write this field

DDL to add missing columns (run if schema only has Name):

ADD COLUMN "Status" SELECT('Idea':gray, 'Filmed':blue, 'Edited':yellow, 'Finished':green);
ADD COLUMN "Content Type" SELECT('Value Add Talking Head':blue, 'Personality Talking Head':purple, 'Founder-Led':yellow, 'BTS / RAW and Real':orange, 'Funny / Trending':pink, 'Social Proof':green, 'Promotional':red)

Content Type — client-specific mapping: The Content Type options are BC standard types. When generating ideas, map each idea to the type that best describes it. For psychology/professional service clients, the dominant type will be Value Add Talking Head. For trades clients, BTS / RAW and Real will feature more heavily.

Always match the Content Type to the client's actual content pillars from their strategy doc in Notion. For example:

• Unbound Minds: ADHD, anxiety, trauma, relationships content → Value Add Talking Head
• JCON Plumbing: job site footage → BTS / RAW and Real; tips and how-tos → Value Add Talking Head

Notes field: The Notes database property is NOT used. All script content, dot points, questions, concepts, and briefs go into the PAGE BODY of each entry — not into any database property. This keeps the main database view clean.

When to prompt for optional details:

• Shoot Date: Ask "Do you know when this will be filmed?" — if yes, set it. If no, leave blank.
• Location: If the content idea requires a specific location (e.g. job site, office, outdoors), include it in the page body under a LOCATION heading. Do not create a separate database property.

Important: Always fetch the client's actual database schema before inserting. Set Status = "Idea" and Content Type on every page created — never leave these blank. All script content always goes in the page body — never in a property field.

Content Script Structure

All script content goes into the PAGE BODY of each Notion database entry. Never put scripts, dot points, questions, or briefs into a property/Notes field. When creating a page in Notion, write the following structure as the page body content:

HOOK: [The first thing said or shown — must stop the scroll in under 2 seconds]

FORMAT: [Reel / Carousel / Talking Head / B-roll Montage / POV / Transition]

LOCATION: [Where this needs to be filmed — job site, office, in car, outdoors, etc. Only include if relevant.]

CONCEPT:
[3-5 sentences describing exactly what happens in the video. Be specific about
what's shown, what's said, camera angles, and transitions. Someone should be able
to film this from reading these notes alone.]

SCRIPT (if talking head):
[Actual words the person says on camera. Written conversationally — how someone
actually talks, not how they write. Include pauses, emphasis, and natural speech
patterns.]

VISUAL NOTES:
[What B-roll to capture. Specific shots needed. Close-ups, wide shots, transitions.
Any props, tools, or locations required.]

CTA: [What the viewer should do — save, share, follow, comment, DM]

REFERENCE: [Optional — link to a similar Reel for format/style inspiration]

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Instagram-Specific Optimisation

Reel Structure (primary format)

• 0-1.5 sec: Visual or text hook — pattern interrupt
• 1.5-3 sec: Verbal hook — confirm the promise
• 3-20 sec: Deliver the value — tight, specific, no filler
• 20-30 sec: CTA or callback to hook
• Sweet spot: 15-25 seconds for maximum completion rate
• Up to 60 sec: Only for storytelling or detailed demonstrations

Hook Categories for Instagram

1. Confrontational: "Stop doing [common mistake]"
2. Curiosity gap: "The reason your [thing] does [problem]"
3. Specificity: "The $4 part that prevents a $5,000 repair"
4. POV: "POV: You just discovered [shocking thing]"
5. Fake-out: Start with something unexpected, pivot to the value
6. Authority: "After [X years/jobs], this is the #1 thing I see"
7. Comparison: "The difference between a $X and $XX [service]"
8. Local: "[Suburb/city] homes built before [year] all have this problem"

What Makes Instagram Content Save-Worthy

• Specific how-to information the viewer might need later
• A checklist or list of things to look for
• A surprising fact they'll want to reference
• A comparison that helps them make a buying decision
• A local-specific insight ("Gold Coast homes with...")

Carousel Optimisation

• 7 slides optimal (slide 1 = hook, last slide = CTA)
• Each slide: one idea, large text, minimal design
• Slide 1 must work as a standalone feed image
• Educational carousels = highest save rate on Instagram

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Content Type Distribution

For a standard 20-idea brief, aim for this mix:

Content Type	Count	Purpose
Value Add Talking Head	5-7	Micro-specific tips, how-tos, industry knowledge — THE core content type
BTS / RAW and Real	3-4	On-the-job footage, real work, authentic moments
Social Proof	2-3	Results, transformations, client reactions, before/after
Personality Talking Head	2-3	Team personality, opinions, relatable moments, day in the life
Founder-Led	2-3	Founder origin, values, opinions, personal brand building — distinct from Personality Talking Head in that the focus is on the founder as a person, not the team or the work
Funny / Trending	2-3	Trend rides with industry twist, relatable humour
Promotional	1-2	Direct service promotion, offers, CTAs — keep this minimal

Value Add Talking Head should ALWAYS be the dominant content type. This is where the micro-specific niche content lives. It's the content that builds authority, gets saved, and positions the client as the expert in their trade.

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Trend Search (Automatic Step)

Every time this skill runs, perform a web search for current Instagram Reel trends BEFORE generating ideas. This ensures 2-3 ideas in every brief are tied to what's actually circulating right now.

Search Queries (run 2-3 of these)

• "Instagram Reels trends this week [current month] [current year]"
• "trending Reels audio [current month] [current year]"
• "viral Instagram trends [current week/month]"

What to Extract

• Trending audio/sounds — name of the sound, how it's being used
• Trending formats — specific transition styles, meme structures, POV setups
• Trending hooks — opening lines or text overlays that are performing
• Trending challenges or concepts — anything with momentum

How to Apply

• Take 2-3 trending formats/audios/concepts and twist them into the client's industry
• These become "Funny / Trending" content type ideas
• Always include in the script notes: what the trend is, how to adapt it
• Flag these ideas clearly: "[TRENDING]" prefix in the Name so the team knows these have a shelf life and should be filmed/posted quickly

Reference Links — CRITICAL RULE

NEVER fabricate or guess Instagram audio URLs. Instagram audio pages do not have predictable URL patterns and made-up links will be broken.

For the URL/reference field on trending ideas, use ONE of these verified approaches (in order of preference):

1. Link to an example Reel using the trend — only if you find a verified, working Instagram Reel URL in the search results (must be a full URL returned by web search, not constructed)
2. Link to the trend roundup article — the article from Later, Buffer, SocialPilot, WebsiteBuilderExpert etc. that describes the trend with embedded examples. These are always verified working links from search results.
3. No link — if neither of the above is available, leave the URL field empty rather than inserting a broken link.

In ALL cases, add a "HOW TO FIND THE AUDIO" section at the bottom of the script notes with:

• The exact audio name to search in Instagram (e.g., "Search: Waltz of the Flowers")
• The artist/creator name if known
• Brief description of what the audio sounds like so the team can confirm they found the right one

Example

Trend found: "POV: you finally [thing] — with dramatic zoom + trending audio" Adapted for plumber: "POV: you finally find the leak after 2 hours of searching — camera zooms on the pinhole in the copper pipe"

URL field: [link to the trend roundup article from search results]

Script notes include: "HOW TO FIND THE AUDIO: In Instagram, search audio for '[audio name]' by '[artist]'. It's the clip being used in the [description] trend."

Shelf Life Warning

Trending ideas should be flagged with a note: "TREND — film within 1-2 weeks for maximum relevance." If a trend is already fading (only showing up in older articles), skip it and find something fresher.

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Process

1. Identify the client — confirm which client, find their Notion portal
2. Find the SHOOT BRIEFS page — navigate: Client MOTHERBOARD page → CLIENT PORTAL → TEMPLATE CLIENT CONTENT PLAN → CLIENT RESOURCES database → SHOOT BRIEFS page. The SHOOT BRIEFS page contains an inline "Content Ideas" database. This is the ONLY place to push content ideas. Never push to CLIENT RESOURCES directly or to any other database.
3. Fetch the Content Ideas database schema — fetch the data-source URL shown inside the SHOOT BRIEFS page (look for data-source-url="collection://..." on the Content Ideas database)
4. Fetch existing ideas — check the Content Ideas database for existing entries and avoid duplicates
5. Gather context — industry, pillars, any job/project details, what's performed well
6. Search current Instagram trends — web search for trending Reels formats, audio, and hooks
7. Check if first shoot — if yes, load the industry blueprint
8. Generate ideas — micro-specific, varied content types, no duplicates, 2-3 trend-rides included
9. Present for review — show as a formatted table with hooks and content types
10. Push to Notion — create each idea as its own page in the Content Ideas database inside SHOOT BRIEFS. Use data_source_id from the collection URL found in step 3.
11. Set all to IDEA status — never pre-set as Filmed or Done

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Quality Checks

Before presenting ideas, verify:

• Every hook is specific enough that you could name the industry from the hook alone
• No generic ideas that could apply to "any tradie" or "any business"
• Value Add ideas contain actual technical knowledge, not surface-level tips
• No duplicate topics with existing content in the client's database
• At least 3 different Reel formats/structures across the set
• Scripts sound like how the person actually talks, not like marketing copy
• If job/project details were provided, at least 50% of ideas tie to that project
• B-roll notes are specific enough that a contractor could film without extra direction
• Every idea could realistically be filmed on a shoot day
• Hooks pass the "scroll test" — would YOU stop scrolling for this?

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Banned Patterns

• "Did you know..." / "Here's why..." / "Stop scrolling!" / "Hey guys"
• Generic tips: "Always hire a licensed professional" / "Get regular maintenance"
• Vague concepts: "Post about your latest project" / "Share a customer testimonial"
• Any idea that requires stock footage or doesn't need to be filmed
• Corporate language: "leverage", "solutions", "streamline", "optimise your experience"
• Ideas that are just a static graphic with text overlay (this is a FILMING brief)
• Content that could be made by anyone without industry knowledge
• Hooks that start with a question the viewer doesn't care about

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Industry Blueprints

For first shoots and foundational content banks, read references/industry-blueprints.md for ready-made content frameworks by industry. These provide the starting skeleton — the skill should then adapt and make ideas micro-specific to the actual client, their personality, their location, and their current projects.

Available blueprints:

• Plumbing
• Electrical
• Auto (detailing, tinting, mechanical)
• Real Estate / Property
• Construction / Building
• General trades and service businesses

If the client's industry doesn't have a blueprint, build ideas from first principles using the content type distribution and micro-specific value-add philosophy.