repurpose-chain

# Skill · Repurpose Chain # F&B Content Engine · core/repurpose-chain.md # ───────────────────────────────────────────── ## Purpose Turn one content idea into platform-native posts for all active platforms. Never copy-paste. Each platform version must feel native to that platform. --- ## Chain Order (always follow this sequence) ### Step 0 · Context, Memory & External Skills Injection Before drafting ANY content, you MUST complete this preparation step to ensure long-term learning and leverage all your capabilities. **Hard requirement:** `vault/brandcontext.md` must be loaded before any draft lines are written. If it cannot be read, stop generation and report the blocker. **1. Memory Check:** Silently read the **local file** `vault/brandcontext.md` from the local file system to recall brand positioning, audience defaults, platform strategy, and current promotion context. (Do NOT use `mcp.lark.drive` or `mcp.lark.docs` to read this; read the local copy directly.) **2. Asset Check:** Silently check `vault/media/media-index.md` for any existing approved assets that match the current content topic. Note which assets are available before drafting. **3. Audience Check:** Read the audience section in `vault/brandcontext.md`. Note the current audience layer distribution, new-vs-returning ratio, and platform-specific audience defaults. Decide which audience layer this content should target. **4. Winner Pattern Check:** Read the winner-pattern section in `vault/brandcontext.md`. Find any activated patterns matching the current platform(s) and product category. Note the recommended hook_type(s). **5. Cross-Skill Check:** Scan your active OpenClaw tools (e.g., `mcp.bash` for AMC Kanban publish calls) and any installed external Skill Packs (e.g., `marketing`, `video-creation`, `copywriting`). **6. Decision Output:** At the very top of your response, BEFORE any platform drafts, output your memory and skill routing: > `[BrandContext Loaded] vault/brandcontext.md loaded successfully before generation.` > `[Memory Loaded] I noted recent feedback: [Brief Summary]. I will apply it here.` > `[Assets Available] Matching assets: [filenames or 'none found'].` > `[Audience Target] Layer: [Discoverer|Considerer|Regular|Advocate] | New/Return ratio this week: [X%/X%] | Recent signal: [saves|shares|comments].` > `[Winner Pattern] Recommended hook for this topic: [hook_type] — based on [N] winning posts.` > `[Pillar] This content belongs to: [Pillar Name] | Week ratio: [actual%] → target [target%] | Gap pillars this week: [pillar names or 'none'].` > `[Skills Activated] For this task, I will additionally invoke: [Skill Name 1], [Skill Name 2].` --- ### Step 1 · Instagram (write FIRST — visual hook) Write Instagram first. This forces you to find the visual story before anything else. **Platform DNA:** Aspirational, polished, aesthetic-driven. Audience scrolls fast — you have 0.5 seconds to stop them. **DO NOT:** - Start with "Introducing..." or "We are proud to present..." - Use generic filler like "Delicious food awaits!" or "Come and try!" - Write more than 125 characters before the first line break - Use more than 8 hashtags **Output format:** ``` [HOOK — ≤125 chars, must be scroll-stopping. Options: bold claim, surprising fact, sensory description, or question] [1-2 lines of blank space] [Body — 2-4 short paragraphs. Sensory details: colour, texture, smell, temperature. Tell a micro-story.] [Soft CTA — one line, conversational. "Link in bio to order." / "DM us to book your table."] [Hashtags — 5-8 only. Mix: 2 broad (#chinesefood), 2 niche (#[city]eats), 1-2 brand-specific] ``` **Content format:** 7-10 slide carousel (preferred) OR single hero image + caption > 📷 **After drafting this platform's content, immediately output a Visual Brief** following `[[core/visual-brief]]` — Instagram format (1:1 or 4:5, carousel specs). --- ### Step 2 · TikTok (raw, native, movement-first) Do NOT adapt the Instagram caption. Start from scratch with a video-native brain. **Platform DNA:** Raw > polished. Authentic > branded. Fast-paced, sound-on, native editing style. If it looks like an ad, it loses. **DO NOT:** - Write a script that starts with the brand name - Use formal or marketing language ("premium quality", "authentic experience") - Plan a shot longer than 3 seconds without a new angle - Include text overlays that cover the food **Output format:** ``` HOOK (0:00–0:02): [One-word or one-action hook — sizzle sound, sauce pour, steam rising, crunch reveal] BUILD (0:02–0:15): [The "how" or "wow" — process, transformation, or unexpected detail] PEAK (0:15–0:22): [The money shot — final dish, portion reveal, or reaction] CTA (0:22–0:30): [Price on screen + one-line text: "Order at [link]" or "DM us 🔥"] Text overlays: [List any captions to overlay — keep to ≤5 words each] Sound direction: [Trending audio / natural kitchen sounds / voiceover — specify] ``` > 📷 **After drafting this platform's content, immediately output a Visual Brief** following `[[core/visual-brief]]` — TikTok format (9:16 video, include Shot List). --- ### Step 3 · 小红书 RedNote (personal diary, not marketing copy) **Platform DNA:** 小红书 users trust peer reviews, not brand accounts. Write as if a real person is sharing their genuine experience — not as a brand promoting itself. **DO NOT:** - Write in third person ("The restaurant offers...") - Use promotional superlatives ("best", "most authentic", "must-try") - Ignore emoji — they are native to the platform - Forget to include prices (users expect them) **Output format:** ``` 标题 Title (≤20 chars, emoji optional): [Hook — question, bold claim, or personal confession] 正文 Body: 第一段 Para 1: [Personal hook — "上周去吃了这家..."] 第二段 Para 2: [Sensory experience — taste, texture, portion size, value] 第三段 Para 3: [Honest opinion — what's great, what could be better] 第四段 Para 4: [Practical info — price per dish, address, hours] 话题标签 Tags (3-5): [Mix of broad 美食 and local 城市美食] ``` **Length:** 300–500 characters (not words). Tight and scannable. > 📷 **After drafting this platform's content, immediately output a Visual Brief** following `[[core/visual-brief]]` — 小红书 format (3:4 carousel, cover must have large readable title). --- ### Step 4 · Facebook (community conversation, not broadcast) **Platform DNA:** Facebook feeds community, not trend. Users are older, more conversational, and respond to nostalgia, belonging, and discussion questions. **DO NOT:** - Copy-paste the Instagram caption - Use hashtags heavily (2 max on Facebook) - Post without a conversation hook at the end **Output format:** ``` [Opening — 1 sentence that feels like you're talking to a friend, not an audience] [Body — 3-5 sentences. Context, story, or memory trigger. More text is OK here.] [Question CTA — must invite a real response. "What's your go-to order?" / "Tag the person you'd bring here 👇"] [Optional: Tag a local community group or page if relevant] Hashtags: 1–2 max ``` > 📷 **Visual:** Reuse the Instagram carousel asset (note which files). Only output a new Visual Brief if Facebook needs a different crop or format. --- ### Step 5 · YouTube (deep storytelling — IF APPLICABLE) Only create YouTube content if the idea genuinely benefits from longer treatment. Skip if it doesn't. **Qualifying topics:** recipes, kitchen tours, chef stories, dish origin stories, supplier visits, "how it's made" **Skip for:** deal alerts, lunch specials, single-dish promos **Platform DNA:** YouTube is search-driven. Title and thumbnail are 80% of the battle. Write for someone searching "best [dish] in [city]" — not for existing fans. **Output format:** ``` Title (SEO): [Dish name + location keyword + hook — e.g., "How We Make Authentic Dan Dan Noodles | [City] Chinese Food"] Thumbnail text: [3–5 bold words max] Outline: [0:00–0:30] Hook — what's the payoff? Show the finished dish first. [0:30–2:00] Context — brand story or dish origin in ≤90 seconds [2:00–6:00] Core content — process, interview, or deep-dive [6:00–7:30] Taste/reaction moment [7:30–8:00] CTA — subscribe, order link, next video Description (first 150 chars are visible): [SEO-rich, keyword-dense first sentence] Tags: [10–15 specific search terms] ``` > 📷 **After drafting this platform's content, immediately output a Visual Brief** following `[[core/visual-brief]]` — YouTube format (16:9 video + thumbnail brief with text ≤5 words). --- ### Step 6 · X / Twitter (sharp take, not promotion) Only post to X if there's a contrarian, witty, or industry angle worth a sharp line. Skip purely promotional content entirely. **Platform DNA:** X rewards opinions, not announcements. If it sounds like a press release, delete it. **DO NOT:** - Post "We're excited to announce..." - Restate what's already on Instagram - Use more than 2 hashtags **Qualifying angles:** Industry observation / hot take / behind-the-scenes fact / price transparency / cultural commentary **Output format:** ``` Option A — Single tweet (≤280 chars): [Sharp observation or hot take — state it plain, no fluff] Option B — Thread (if the angle needs depth): 1/ [Hook tweet — the thesis, ≤280 chars] 2/ [Evidence or story] 3/ [Counter-argument or nuance] 4/ [Conclusion + CTA] ``` > 📷 **Visual:** Reuse existing assets. If none available, a branded text-on-image card is sufficient — no new shoot needed. --- ### Step 7 · Google Maps (reputation layer — implicit) Not part of the content publish chain. After every piece of content, ask: > "Does this content highlight something worth a Google review?" Surface those moments naturally. Never explicitly ask for reviews in exchange for anything (FTC + Google Terms violation). --- ## Gates (run on EVERY platform draft, in this order) ``` 1. Compliance Gate → [[compliance/fda-ftc-rules]] + [[compliance/allergen-gate]] RED hit → block, create owner-approval entry, do NOT proceed YELLOW → flag, hold for owner sign-off 2. Bilingual Gate → [[localization/bilingual-gate]] Confirm language per platform decision tree Ensure canonical dish names on first mention 3. Owner Gate → [[operations/owner-approval]] Only triggers on flagged drafts (Tier 1 or 2 conditions) 4. De-AI Gate → [[compliance/de-ai-gate]] Scrub out "AI-isms", robotic phrasing, and symmetrical templates. Silently rewrite any offending sentences to be colloquial and human-like before final output. ``` --- ## The Litmus Test Before finalizing any set of platform versions, ask: > "If someone followed us on ALL platforms, would they be annoyed seeing the same thing?" > - **Yes** → you're reformatting, not rethinking. Go back to Step 1. > - **No** → you've made unique pieces from one idea. Ship. --- ## Batch Workflow (recommended) ``` 1. Pick 2-3 menu items or themes for the week 2. For each idea, run Steps 1-6 in ONE session (not spread across days) 3. Pass each draft through both Gates BEFORE moving to the next step 4. Schedule via [[core/scheduling]] to stagger across the week 5. Track performance per platform; adjust the chain weekly ``` Weekly batch target: 15-25 posts covering all active platforms for the week.