copy-planner

name	copy-planner
type	planner
description	Plan content briefs — audience, goals, messaging, success criteria. Prevents rewrites and scope drift before drafting.
version	0.1.0

Copy Planner Skill

JTBD (Jobs To Be Done)

Primary Job

When copy needs to be written but the team is not yet aligned on audience, message, and success criteria, I want a clear brief before drafting starts, so I can avoid expensive rewrites and keep everyone working toward the same outcome.

Secondary Jobs

• When multiple stakeholders need input before writing, I want one agreed specification, so I can reduce debate during review.
• When a campaign or page is starting from scratch, I want a structured content plan, so the writer knows what "done" actually means.

Job Layers

• Functional: Create a content brief that defines audience, goals, structure, message, and review criteria before copy is written.
• Emotional: Reduce the frustration of endless revisions, vague direction, and shifting stakeholder expectations.
• Social: Helps the user look organized and strategically clear to writers, editors, marketers, and approvers.

This Skill Is For

• A user starting a page, campaign, blog post, email sequence, or messaging refresh and wanting alignment before writing.
• A user who wants to prevent scope creep or revision churn by locking a brief first.
• A user coordinating multiple contributors who need one shared target.

This Skill Is NOT For

• A user who already has finished copy and wants it reviewed; use copy-critic.
• A user doing purely exploratory brainstorming with no need to lock the brief yet.

Paired With

• copy-critic: After the draft exists, use it to review against the brief and quality criteria.
• seo-advisor: Use it when discoverability and search-intent alignment should shape the content structure.
• brand-voice-guide: Use it when voice and tone need stronger grounding in the brief.

Resolution Paths

User's Situation	What Happens	What They Leave With
Starting new content with unclear alignment	Copy Planner defines the brief	A writing target everyone can agree on
Managing many stakeholders	Copy Planner consolidates expectations	A shared decision document
Planning content that must also be discoverable	Copy Planner structures the brief, then hands off to seo-advisor as needed	A brief with stronger structural alignment

When to Escalate

• If the user already has draft copy and needs evaluation, escalate to copy-critic.
• If the user needs search-data-driven keyword work rather than structural planning, escalate to dedicated SEO tools outside this repo.

Purpose

Writing without a brief is like building without a blueprint. Content briefs prevent costly rewrites, misaligned messaging, and off-brand deliverables. This skill creates strategic content specifications that guide writers, align teams, and enable efficient copy-critic review.

A good brief answers:

• WHO are we writing for? (audience, persona, psychographics)
• WHAT is the goal? (awareness, conversion, engagement, retention)
• WHY should they care? (value prop, key message, hook)
• HOW should we approach this? (tone, format, structure, evidence)
• WHEN is success? (metrics, review criteria, handoff checklist)

Without these answers locked in, writers guess. Stakeholders disagree. Multiple revision rounds follow.

Use When

• Starting a new web page (landing page, product page, resource hub)
• Planning a blog post or thought leadership piece
• Creating an email campaign (drip series, newsletter, transactional)
• Developing social media content (organic or paid)
• Writing product descriptions, service pages, or case studies
• Launching new messaging for a campaign or brand refresh
• Multiple people need to provide input before writing begins
• You want to avoid mid-project scope creep or revision cycles

Do Not Use When

• You're in an emergency rewrite cycle (write first, brief after)
• The content is purely exploratory/brainstorm (brief comes after exploration)
• You already have a detailed creative direction from a designer/strategist
• You're iterating on existing content (use copy-critic to review instead)

Why This Exists

Real-World Problems This Solves

Scenario 1: Web page written without audience clarity

• Writer assumes B2C SMB audience; stakeholder expected B2B enterprise
• Page emphasizes ease-of-use; enterprise buyers needed security credentials
• CTA is "Start Free Trial"; enterprise buyers need "Request Demo"
• Result: 3-round revision cycle, launch delay

Scenario 2: Email copy without success criteria

• Campaign sent without agreed metrics
• Copywriter optimizes for opens; marketer measured conversions
• Same data, different conclusions
• Result: Team debate, unclear if campaign succeeded

Scenario 3: Blog post without outline agreement

• Writer delivers 4,000-word deep dive
• Editor expected 1,200 words
• 60% of content needs cutting
• Result: Frustration, extended timeline

Scenario 4: Product description without brand voice alignment

• Copy mirrors competitor tone (clinical, feature-focused)
• Brand voice is conversational, benefit-focused
• Review round reveals mismatch
• Result: Major rewrite instead of fine-tune

The Brief Prevents This: All stakeholders align on goals, format, tone, and success criteria before writing begins. Writers have a clear target. Reviewers know what "done" looks like.

Companion Skills

• copy-critic: Reviews finished copy against the brief. Completes the write-review cycle.
• brand-voice-guide: Defines organizational tone and style. Referenced in brief Phase 1 (brand voice specification).
• seo-advisor: Handles keyword strategy and technical SEO. Briefing phase includes structural topic planning (not data-driven SEO optimization).
• doc-coauthoring: Used in Phase 5 for collaborative brief refinement and handoff document creation.

Skill Steps

Step 1: Intake & Scope Clarification

Gather initial brief context:

• Content type/format (what kind of content?)
• Business goal (what should this content achieve?)
• Target audience segment (who reads this?)
• Key constraint (timeline, length, format, brand guidelines)

Step 2: Content Brief Type Selection

Confirm which brief template applies:

1. Web Page Brief (landing, product, about, resource, service)
2. Blog Post Brief (thought leadership, how-to, listicle, case study, industry analysis)
3. Email Brief (nurture drip, newsletter, transactional, promotional)
4. Social Media Brief (organic feed content, paid ad copy, story/carousel)
5. Product Description Brief (ecommerce, app store, catalog)
6. General Marketing Brief (campaign-level messaging, repositioning, announcement)

Step 3: Execute Full Planning Protocol (Phases 1-5)

Run the embedded protocol below with stakeholder input.

Step 4: Create Deliverables

Generate:

• Content Brief (master document with all phases)
• Writer's Outline (section-by-section structure with key points)
• Quality Checklist (for writer + reviewer)
• Review Criteria (for copy-critic pass)

Step 5: Handoff & Iteration

• Export brief document (Google Doc, Notion, or markdown)
• Establish review workflow (who reviews? copy-critic or manual review?)
• Set success metrics
• Prepare for doc-coauthoring workflow for collaborative refinement

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Full Copy Planning Protocol

Phase 1 — Audience & Goal Definition

Purpose: Lock in WHO we're writing for and WHAT we want them to do.

Prompts & Questions:

1. Target Persona

• Primary audience segment (job title, industry, company size, experience level)
• Demographics (age range, location, education level)
• Psychographics (mindset, values, priorities, pain points)
• Current awareness state (unaware, problem-aware, solution-aware)
• Decision-making role (user, influencer, decision-maker, buyer)

Example: Primary: Marketing director at mid-market B2B SaaS. Age 30-45, manages 2-5 person team. Pain points: limited budget for tools, pressure to prove ROI, overwhelmed by vendor options. Currently aware of the problem but evaluating solutions.

2. Content Goal (select one, can have secondary)

• Awareness: Introduce product/concept to new audience
• Consideration: Help audience evaluate options or understand approach
• Conversion: Drive action (signup, purchase, demo request, consultation)
• Retention/Advocacy: Deepen relationship with existing customers
• Education: Build expertise and trust as thought leader

3. One-Sentence Key Message The single idea readers should remember after consuming content.

Bad: "We offer cloud-based marketing automation." (feature) Good: "Modern marketing teams spend 30% less time on manual tasks when they adopt intelligent automation." (outcome)

4. Desired Action (CTA) What specific action should the reader take after consuming the content?

• Sign up for email list
• Download resource
• Request demo
• Make purchase
• Visit product page
• Share content
• Schedule consultation

5. Success Metrics (how will we know this content worked?)

• Pageviews / unique visitors
• Time on page (engagement depth)
• Conversion rate (clicks to CTA)
• Engagement (shares, comments, saves)
• Email open/click rate (if applicable)
• Lead quality (sales qualified vs. MQL)
• Brand lift (perception shift)

6. Brand Voice Reference

• Link to brand-voice-guide if available
• Key tone attributes (professional/conversational, formal/casual, expert/peer, authoritative/helpful)
• Any content examples that nail your voice

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Phase 2 — Content Strategy

Purpose: Choose the FORMAT and ANGLE that best reaches the audience with the message.

1. Content Type & Format Selection Selected: _______ Rationale:

• Why this format? (matches audience consumption preference, aligns with goal, fits platform)
• What competing formats were considered and rejected?
• Format specifications (word count if known, visual requirements, interactive elements)

Examples by Content Type:

Type	Format Options	Best For
Web Page	Long-form sales page, scannable product page, detailed resource guide, FAQ, comparison	Different audience readiness levels
Blog	How-to tutorial, original research, curated roundup, listicle, case study, opinion	SEO, thought leadership, audience education
Email	Promotional, educational, re-engagement, nurture sequence, announcement	Warm audiences, multi-touch campaigns
Social	Text-only carousel, video teaser, quote graphic, behind-the-scenes, live stream, CTA post	Platform-specific, fast consumption
Product Description	Feature-focused, benefit-focused, lifestyle positioning, technical specifications, use case	Shopping context, product discovery

2. Keyword/Topic Research Summary (Note: Structural topic planning, not SEO data optimization)

Topics to cover (in priority order):

• Primary topic (what's the main subject?)
• Secondary topics (what supports the main idea?)
• Related concepts reader needs context for
• Objection/concern topics to address
• Comparison topics (if competitive positioning needed)

3. Competitor Content Analysis What exists in this space?

• Competitor pieces (titles, angles, length)
• What are they doing well?
• What gaps exist? (What's missing or underexplained?)
• How will your content be different?

4. Content Angle/Hook What makes THIS piece unique or compelling?

• Angle: "Automation + human touch" instead of "automation replaces people"
• Hook: "Most teams waste 30 hours/month on busywork" (opens with tension)
• Unique data/research: "Our analysis of 500+ teams shows..."
• Contrarian take: "Industry best practice is wrong because..."
• Personal narrative: "Here's how we changed our process..."

5. Tone and Reading Level

• Tone: (reference brand voice)
  • Professional/Conversational
  • Formal/Casual
  • Expert/Peer
  • Authoritative/Approachable
• Reading level target:
  • Executive summary (skim in 2 min)
  • General reader (8th grade+ reading level)
  • Industry expert (specialized terminology acceptable)
  • Mixed audience (explain jargon, multiple difficulty levels)

6. Length Recommendation with Justification Recommended length: _______ words Rationale:

• Audience consumption context (how much time do they have?)
• Topic complexity (simple = shorter, complex = longer)
• Platform/medium requirements
• Precedent (what performs well for this audience?)
• Format requirements (scannable lists need different length than narrative)

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Phase 3 — Content Architecture

Purpose: Design the STRUCTURE that guides reader from headline to CTA.

1. Outline/Structure with Section Purposes

Intro/Hook Section

• Purpose: Capture attention, establish relevance, preview value
• Length guideline: 50-150 words
• Key elements:
  • Hook (question, statistic, or tension)
  • Reader benefit statement (why they should keep reading)
  • Preview of what's covered
  • [Include bridge to main section]

Main Body Section 1: [Topic]

• Purpose: [What should reader understand/believe after this section?]
• Key points to cover:
  • Point A
  • Point B
  • Point C
• Evidence needed: (statistic, example, testimony, screenshot)
• Transition to next section: [how does this connect?]

Main Body Section 2: [Topic]

• Purpose: [Learning objective]
• Key points:
  • Point A
  • Point B
• Evidence needed:
• Transition:

[Continue for all main body sections]

Objection/Concern Section

• Purpose: Address "but what about..." questions before reader leaves
• Common objections to counter:
  • Objection 1 → Counter
  • Objection 2 → Counter
• Format: FAQ, short paragraphs, or [other]

CTA/Closing Section

• Purpose: Clarify next step and remove friction
• CTA button/link text: [e.g., "Request Your Free Demo"]
• Supporting text: [brief why they should act now]
• Secondary CTA: [optional backup action if primary feels too big]
• Trust signals: (testimonial quote, guarantee, social proof, credential)

2. Heading Hierarchy

H1: [Main headline]
  H2: Section 1 Topic
    [Body content]
    H3: Subsection detail if needed
  H2: Section 2 Topic
    [Body content]
  H2: Objections
    [Body content]
  H2: CTA Section
    [Body content]

3. Key Points Per Section (Already covered in outline above — ensure 2-4 key ideas per section)

4. CTA Placement Strategy

• Primary CTA location: [top, middle, bottom, or multiple placements?]
• CTA format: [button, inline link, form, calendar, other]
• CTA frequency: [how many times is this CTA repeated?]
• Rationale: [why this placement works for this audience]

5. Trust Signals Needed Identify where credibility is essential:

• Customer testimonial/review: [what should it cover?]
• Statistical evidence: [what stat would validate the claim?]
• Credential/authority: [expert name, certification, publication]
• Security/compliance badge: [if relevant to B2B purchase decision]
• Before/after or case study: [which scenario to feature?]
• Guarantee/promise: [what removes risk?]

6. Visual Content Guidance

• Hero image: [what should it convey? style?]
• Inline images/screenshots: [where and why?]
• Diagrams/infographics: [concepts that need visualization?]
• Video: [where would video add value? what type?]
• Icons/graphics: [navigation, feature callouts, step-by-step illustration?]
• Alt-text approach: [descriptive for accessibility]

7. Internal/External Link Strategy

• Internal links: [what should link to existing content to build SEO authority?]
• External links: [what resources should we cite? credibility signals?]
• Competitor references: [any useful comparisons to reference?]

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Phase 4 — Evidence & Source Planning

Purpose: Identify what RESEARCH and ASSETS we need before writing begins.

1. Claims That Need Citations List every assertion that requires support:

• Claim: "Automation reduces manual work by 30%" Source needed: [industry report, research study, case data?] Priority: [high/medium/low]

• Claim: [Next claim] Source needed: Priority:

[Continue for all major claims]

2. Statistics/Data to Gather

• Statistic 1: [What data point would strengthen this section?] Owner: [who finds this?] Timeline: [when needed?]

• Statistic 2: Owner: Timeline:

3. Subject Matter Expert Interviews Needed

• Interview 1: [What expert, what topic, what quote do we need?] Name/Contact: [if known] Timeline: [by when?]

• Interview 2: Name/Contact: Timeline:

4. Competitor References to Analyze

• Competitor A: [URL, what are they saying?]
• Competitor B: [URL, what angles are they taking?]
• Competitive advantage we're highlighting: [how we differ]

5. Brand Assets to Incorporate

• Logo placement: [where, size, usage]
• Product screenshots: [which features to show?]
• Company photos: [team, office, events?]
• Customer logos: [which customers to feature?]
• Case study data: [metrics, quotes, results]

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Phase 5 — Quality Assurance Planning

Purpose: Define what "done" looks like and set up for efficient review.

1. Brand Voice Checklist (Pulled from brand-voice-guide or defined here)

Before copy-critic review, writer should verify:

• Tone matches brand voice (professional/conversational balance)
• No jargon without explanation (or jargon matches audience expertise)
• Active voice used (not passive construction)
• Sentence length varied (mix short and medium, avoid long)
• Benefit-forward language (what's in it for reader, not just features)
• No sales-y clichés ("world-class," "best-in-class," "leverage," etc.)
• Consistent terminology (same term for same concept throughout)
• [Add 2-3 brand-specific checks]

2. Reading Level Target

• Target readability score: [Flesch-Kincaid grade level, ___]
• Approach: [short paragraphs, subheadings, bullet points, glossary for terms, other]

3. Accessibility Requirements

• Alt-text: [descriptive image captions for every visual]
• Plain language: [define acronyms on first use, explain acronyms]
• Link text: [descriptive link anchors, not "click here"]
• Heading hierarchy: [proper H1→H2→H3 nesting for screen readers]
• Color contrast: [text readable on background, not color-coded as sole identifier]

4. SEO Requirements (technical page elements)

• Meta title: [recommended title tag, 50-60 characters]
• Meta description: [recommended description, 155-160 characters]
• H1 tag: [should include primary keyword naturally]
• URL slug: [recommended URL structure]
• Internal link anchors: [2-3 internal pages to link to]

5. Review Workflow Who reviews this and in what order?

1. Writer self-review: [use brand voice checklist above]
2. [Stakeholder review]: [marketing, product, legal, other?]
3. copy-critic subagent: Runs automated review against this brief + brand-voice-guide
4. [Final sign-off]: [who approves before publication?]

Timeline: [how many days for each stage?]

6. Success Criteria for Finished Piece The brief is done when:

• All sections filled in detail
• Stakeholders have signed off on outline
• All evidence sources identified or acquired
• Writer confirms they understand the brief
• copy-critic integration configured (if using)
• Timeline locked in

The content is successful when:

• Meets reading level target
• Includes all evidence/sources
• Follows outline structure and word count
• Passes brand voice checklist
• Achieves target CTA click rate / conversion rate
• [Metric 2: specific to this content]
• [Metric 3: specific to this content]

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Tool Usage

Recommended Workflow

1. Intake conversation: Gather initial context (goal, audience, type, constraints)
2. Brief template selection: Choose the right template above
3. Collaborative completion: Work through Phases 1-5 with stakeholder input
4. Export brief: Save as shared document (Google Doc, Markdown, Notion) for reference during writing
5. Handoff to writer: Writer receives outline + checklist + success criteria
6. Review setup: Prepare for copy-critic pass or manual review
7. Iterative refinement: If brief needs adjustment during writing, use doc-coauthoring skill for collaborative updates

Integration with doc-coauthoring Skill

When brief needs to be refined collaboratively:

• Use doc-coauthoring compose phase for initial drafting
• Use refine phase for stakeholder feedback incorporation
• Use test phase to validate brief against draft copy

Integration with copy-critic Skill

After copy is written:

• Invoke copy-critic with this brief as reference
• copy-critic checks finished copy against all brief criteria
• Results feed back into revision cycle (if needed) or publication approval

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Examples

Example 1: Landing Page Brief

Content Type: Web Page (Product Landing) Goal: Drive conversions from marketing campaign traffic Audience: Marketing manager at SMB, evaluating email marketing tools Key Message: Save 10 hours/week on repetitive email tasks, focus on strategy

Phase 1: [Persona: Marketing director, 2-5 person team, limited budget, wants ROI proof] Phase 2: [Format: Scannable landing page, 1200 words, benefit-focused design] Phase 3: [Structure: Problem → Solution → Proof → CTA with 3 objection counters] Phase 4: [Sources: Customer case study (30% time savings), ROI calculator, 2 testimonials] Phase 5: [Success: 8% CTA click rate, 2% conversion to demo request, tone passes brand check]

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Example 2: Blog Post Brief

Content Type: Blog Post (How-To) Goal: Awareness + thought leadership positioning Audience: Early-stage founder learning startup operations Key Message: Delegation is a learned skill, not a sign of weakness—here's the framework

Phase 1: [Persona: First-time founder, solopreneur mindset, overwhelmed by 100 tasks] Phase 2: [Format: Step-by-step guide, 2000 words, conversational tone, personal narrative] Phase 3: [Structure: Intro (vulnerability) → 5-step framework → mistakes to avoid → CTA for mini-course] Phase 4: [Sources: Founder interviews (3), book references (2), personal experience, no original research] Phase 5: [Success: 500+ pageviews, 30+ email signups, shares indicate resonance]

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Notes

• Briefing is not waste: It feels slower upfront but saves 2-3x time in revision cycles. Measure time-to-publication, not time-to-first-draft.
• Stakeholder alignment: Brief creates the conversation about what success looks like before writing begins. Saves argument later.
• Reusable briefs: For content series or recurring content types, save templates and refine them over time.
• Brief-to-draft ratio: Good brief should reduce writing time by 30-40%. Writer should not be making strategy decisions while drafting.
• copy-critic integration: Pair this skill with copy-critic for end-to-end write-review cycle. Brief provides context; copy-critic enforces execution.

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Frontmatter Installation Note

When installed via npx claude-skills add or manual copy to ~/.claude/skills/copy-planner/, this SKILL.md becomes a slash command /copy-planner available in Claude Code.

To invoke:

/copy-planner

This routes to the associated agent (copy-planner.md in ~/.claude/agents/), which runs the full planning protocol.