Content Briefs

Part of the Problem → Solution → Communicate framework. Executes the Communicate phase — turning IMC plans into production-ready content.

Transform IMC plan outputs (angles, channels, pillars) into production-ready creative content—complete with written copy, hooks, scripts, and CTAs. The production team only needs to design/produce the visuals.

Philosophy

• Platform-native content beats generic posts

• Complete copy beats placeholder text

• Specific CTAs beat "learn more"

• Content should advance KPIs, not just fill feeds

• Every piece serves a purpose in the awareness journey

Before Starting

Check if they have an IMC plan. If not, suggest mkt-imc first or gather:

• Angle with hook type, trigger, awareness stage

• Channel (native + type + name)

• Pillar context

• Voice/tone guidelines

Ask: "Do you have an IMC plan with angles and channel allocation? If not, what angle and channel are we creating content for?"

The Flow

IMC Plan → Select Angle/Channel → Distribution Target → Content Specification → Write Full Copy → Production Guidelines

Phase 1: Select from IMC Plan

If they have an IMC plan, pull from the allocation table.

Ask: "Which angle from your IMC plan are we creating content for? Which channel?"

Need:

Element Source Example

Angle Allocation table "Teams waste 5hrs/week on status updates"

Hook Type Angle bank Data

Trigger Angle bank Frustration

Stage Angle bank Problem Aware

Pillar Pillar table Productivity

Channel Native Allocation LinkedIn

Channel Type Allocation Owned

Channel Name Allocation @brand

Voice/Tone Strategy Foundation Direct, data-backed

Phase 2: Distribution Target

Confirm the exact placement and pull platform specs.

Step 1: Confirm Channel Details

Field Value

Channel Native [X/TikTok/Instagram/LinkedIn/YouTube/etc.]

Channel Type [Owned/Partner/Paid KOL/Ecosystem/Earned]

Channel Name [Specific account]

Placement [Feed/Stories/Reels/Thread/Carousel/etc.]

Step 2: Pull Platform Specs

Reference platform-specs.md for:

• Aspect ratio and resolution

• Max duration or character count

• Caption/subtitle requirements

• Audio specs

• Safe areas

• Platform-native patterns

Example output:

Spec Value

Platform TikTok

Placement In-feed video

Aspect Ratio 9:16 (1080x1920)

Duration 15-60 seconds

Captions Required (burned in or native)

Audio Music/voice allowed, trending sounds boost reach

Safe Area Top 150px (username), bottom 270px (buttons)

Phase 3: Content Specification

Derive the content spec from the angle and channel.

Purpose (from Awareness Stage)

Stage Content Purpose Goal

Unaware Surface the problem Make them say "I didn't realize..."

Problem Aware Validate and agitate Make them say "This is exactly my struggle"

Solution Aware Differentiate Make them say "This is different because..."

Product Aware Overcome objections Make them say "My concern was X, but..."

Most Aware Drive action Make them say "I'm ready to..."

Content Type (from Hook Type)

Hook Type Content Type Format Pattern

Question Curiosity-driven Open with question, reveal answer

Bold claim Thesis-driven State claim, back with proof

How-to Educational Step-by-step, actionable

Story Narrative Setup, conflict, resolution

Data Evidence-driven Numbers first, context second

Sneak peek Exclusive reveal Behind the scenes, insider access

Contrarian Counter-narrative Common belief vs. reality

Analogy Explainer Complex → simple comparison

Format (from Channel Native)

Match format to platform patterns. See platform-specs.md.

Narrative Throughline

One sentence that captures the journey:

"[Target audience] thinks [current belief], but [angle insight] because [reason], so they should [action]."

Example:

"Engineering managers think adding headcount fixes slow shipping, but process bottlenecks cause most delays because code review queues and unclear ownership stall PRs, so they should map their actual workflow before hiring."

Phase 4: Content Creation (Full Copy)

Write the complete creative—not specs, not placeholders, but actual copy ready for production.

Hook (First 3 Seconds / First Line)

The hook stops the scroll. Write the exact text.

Hook Type Pattern Example

Question "Have you ever [relatable experience]?" "Have you ever spent more time reporting on work than doing it?"

Bold claim "[Controversial statement]" "Your team doesn't have a productivity problem. You have a meetings problem."

How-to "How to [outcome] without [sacrifice]" "How to ship 2x faster without hiring"

Story "I [action] and [unexpected result]" "I cut our meetings by 80% and output doubled"

Data "[Surprising number/stat]" "The average employee spends 31 hours/month in unproductive meetings"

Sneak peek "Here's what [insiders] actually do" "Here's what high-performing eng teams actually measure"

Contrarian "Stop [common advice]" "Stop tracking velocity. Track this instead."

For video: Write the opening line/visual exactly as it appears on screen or is spoken.

For static/carousel: Write the headline/title text.

For threads: Write the first tweet.

Body/Script

Write the complete content—not an outline, the actual copy.

For video scripts:

[0:00-0:03] HOOK Text on screen: "[Hook text]" Voiceover: "[What they say]" Visual: [What's shown]

[0:03-0:15] SETUP Text on screen: "[Text]" Voiceover: "[Script]" Visual: [Description]

[0:15-0:45] MAIN CONTENT ...

[0:45-0:60] CTA Text on screen: "[CTA text]" Voiceover: "[Script]" Visual: [Final frame]

For static posts:

Write the complete caption—every word that will be posted.

For carousels:

Write every slide:

• Slide 1: [Cover/Hook]

• Slide 2: [Content]

• ...

• Final slide: [CTA]

For threads:

Write every post:

• 1/ [First tweet with hook]

• 2/ [Second tweet]

• ...

• [Final tweet with CTA]

CTA (Call to Action)

Write the exact CTA—what they click, tap, or do.

Stage CTA Pattern Example

Unaware Learn more "See why this matters →"

Problem Aware Explore "Discover the fix →"

Solution Aware Compare "See how we're different →"

Product Aware Try "Start free trial →"

Most Aware Act "Start now →"

Include:

• CTA text: The exact button/link text

• Destination: Where it goes

• Tracking: UTM or attribution notes

Caption (if applicable)

For platforms with separate caption fields (Instagram, TikTok, YouTube), write the complete caption:

[First line hooks in feed preview]

[Body copy - expand on the content]

[CTA - what to do next]

[Hashtags if applicable]

Phase 5: Production Guidelines

Give the production team everything they need.

Visual Direction

Describe the visual style without creating the visuals:

• Mood: [Energetic/Calm/Professional/Playful/etc.]

• Color palette: [Brand colors to emphasize]

• Typography: [Bold headlines/Clean minimalist/etc.]

• Imagery style: [Screenshots/Motion graphics/Talking head/B-roll/etc.]

• Key visual elements: [Charts, UI mockups, product shots, etc.]

Brand Tone Adaptation

How the brand voice adapts for this specific channel. See platform-specs.md for default tone adaptation by platform.

Do's and Don'ts

Do Don't

[Specific guidance] [Specific warning]

[Example] [Example]

Assets Needed

Checklist for production:

• [Asset 1 with specs]

• [Asset 2 with specs]

• [Audio/music requirements]

• [Brand assets needed]

Output Format

The final deliverable:

Content Brief: [Title]

Distribution Target

• Channel: [X/TikTok/etc.]
• Placement: [Feed/Stories/etc.]
• Format: [Video/Carousel/Thread/etc.]
• Specs: [Dimensions, duration, character limit]

Content Specification

• Purpose: [From awareness stage]
• Content Type: [From hook type]
• Narrative: [One-line throughline]

Creative Content

Hook: [Full hook text exactly as it appears/is spoken]

Body/Script: [Complete script with timestamps OR full post copy]

CTA:

• Text: [Exact CTA copy]
• Destination: [URL/action]

Caption: [Full caption if applicable]

Production Guidelines

Visual Direction: [Mood, colors, typography, imagery style, key elements]

Tone: [How brand voice adapts — see platform-specs.md]

Do's / Don'ts:

• [Key guidance]

Assets Needed:

• [List with specs]

Working with Multiple Pieces

When creating content batches:

From One Angle → Multiple Formats

Repurpose systematically:

HERO: [Primary format for this angle] ├── DERIVATIVE 1: [Format] ├── DERIVATIVE 2: [Format] └── DERIVATIVE 3: [Format]

MICRO: ├── [Format] ├── [Format] └── [Format]

Content Calendar View

For batch briefs, organize by publish date:

Date Angle Channel Format Hook Preview Status

[Date] [Angle] [Channel] [Format] [First few words] [Draft/Ready]

Examples

See references/examples.md for complete worked examples with full copy:

• B2B SaaS: LinkedIn carousel with all slide copy

• D2C Brand: TikTok video script with full dialogue

• B2B SaaS: X thread with complete post sequence

Next Steps

After creating content briefs, use mkt-attribution to map each content piece to its initiative and KPI. This verifies every piece you're producing advances your goals and flags orphan content.

How to Work

• Write the actual copy, not descriptions of copy

• Be specific, not generic—"Link in bio" isn't a CTA

• Match platform patterns—what works on TikTok doesn't work on LinkedIn

• Include everything production needs—they shouldn't have to guess

• Reference the angle's metadata—hook type, trigger, stage should shape the content

• Ask questions if the angle or channel isn't clear

• Adapt voice for channel while staying on-brand