Content Brief

Social Media Brief Research

Overview

This skill creates comprehensive social media content briefs with research-backed strategy. It transforms brand/product information into actionable audience insights, platform guidelines, content angles, and visual direction.

Marketing OS Workflow Position

brand-voice → content-brief → content-planning → content-creation
                                          ↓
                                        marketing-campaign
                                          ↓
                                          ads-audit

This skill is SECOND - Create brief after defining brand voice, before planning content or campaigns.

Input from:

• /brand-voice - Brand attributes, tone guidelines, messaging pillars

Output to:

• /content-planning - Audience, angles, platforms become inputs for calendar
• /campaign - Audience and angles inform paid media strategy

Workflow

Step 1: Gather Brand Context

Collect essential information about the brand or product:

Required Information:

• Brand/product name and description
• Unique value proposition (UVP)
• Campaign objective (awareness, consideration, conversion, retention)
• Target location/geographic

Ask if not provided:

1. Brand atau produk apa yang mau dibuatkan brief?
2. Apa objective utama campaign ini?
3. Target lokasi geografis mana?

Step 2: Define Target Audience

Create detailed audience profiles based on the product and objective.

Audience Profile Framework:

Output Format:

## Target Audience

### Primary Audience
- **Demographics:** [Age, gender, location, income, education]
- **Psychographics:** [Interests, values, lifestyle, personality]
- **Pain Points:** [Top 3-5 problems they face]
- **Goals/Desires:** [What they want to achieve]
- **Content Consumption:** [Platforms they use, content formats they prefer]
- **Barriers to Purchase:** [Objections to overcome]

### Secondary Audience (if applicable)
[Same structure as primary]

Step 3: Platform Strategy

Define which platforms to use and how to adapt content for each.

Platform Selection Criteria:

Output Format:

## Platform Strategy

### Primary Platforms
1. **[Platform]**
   - **Why this platform:** [Rationale based on audience]
   - **Content focus:** [What type of content works]
   - **Best times to post:** [Based on audience behavior]
   - **Key tactics:** [Platform-specific strategies]

### Secondary Platforms (if applicable)
[Same structure]

Step 4: Develop Content Angles

Create 3-5 distinct content angles based on audience insights.

Content Angle Framework:

Each Angle Should Include:

• Angle name
• Key message (the core idea)
• Sample topics (3-5 specific content ideas)
• Tone/mood

Output Format:

## Content Angles

### Angle 1: [Angle Name]
- **Key Message:** [Core idea to communicate]
- **Why this works:** [Connection to audience pain/desire]
- **Sample Topics:**
  1. [Topic idea]
  2. [Topic idea]
  3. [Topic idea]
- **Tone:** [e.g., Empathetic, authoritative, playful]

### Angle 2: [Angle Name]
[Continue for 3-5 angles]

Step 5: Define Visual Direction

Provide clear visual guidance for content creation.

Visual Direction Framework:

Output Format:

## Visual Direction

### Brand Aesthetic
- **Overall vibe:** [e.g., Clean and modern, warm and friendly, bold and edgy]
- **Color palette:**
  - Primary: [Color hex codes]
  - Secondary: [Color hex codes]
  - Accent: [Color hex codes]
- **Typography:** [Font styles]

### Content Visual Guidelines
- **Image style:** [Photography, illustration, mixed, UGC]
- **Composition:** [Center-focused, rule of thirds, asymmetrical]
- **Key elements:** [What should appear in every visual]
- **Avoid:** [What NOT to include]

Step 6: Compile Final Brief

Combine all sections into a comprehensive brief document.

# [Brand/Campaign] Social Media Brief

## Brand Overview
- **Brand/Product:** [Name]
- **Campaign Objective:** [Objective]
- **Unique Value Proposition:** [UVP]

## Target Audience
[From Step 2]

## Platform Strategy
[From Step 3]

## Content Angles
[From Step 4]

## Visual Direction
[From Step 5]

## Key Messages by Platform
[Summary of what to communicate on each platform]

## Success Metrics
[How to measure campaign success]

Best Practices

1. Start with audience - Everything flows from understanding who you're talking to
2. Be specific - Vague briefs lead to vague content
3. Platform-native - Each platform needs tailored approach
4. Data-backed - Use research and insights, not assumptions
5. Actionable - Brief should guide content creation directly

Common Scenarios

New Product Launch

• Focus on awareness and consideration
• Heavy on educational and social proof angles
• Multi-platform approach with coordinated messaging

Brand Awareness

• Focus on entertainment and inspiration
• Emphasize brand personality and values
• Visual-heavy, shareable content

Conversion-Focused

• Focus on social proof and problem-solution
• Strong CTAs and urgency elements
• Retargeting angles included

Community Building

• Focus on community and UGC
• Two-way conversation emphasis
• Authentic, behind-the-scenes content

Integration with Marketing OS Workflow

Input from:

• /brand-voice - Brand attributes, tone guidelines, messaging pillars (if already defined)

Output to:

• /content-planning - Audience, angles, platforms, and visual direction become inputs
• /campaign - Audience and angles inform paid media strategy
• /content-creation - Visual direction and key messages guide asset creation

Quick Start Example

Quick Start Example

# User runs:
/brief

# Agent asks:
1. Brand/produk apa? "Healthy meal delivery service untuk busy professionals"
2. Objective? "Conversion - dapatkan 100 trial order"
3. Lokasi? "Jakarta dan Surabaya"

# Agent produces:
- Detailed audience profile (busy professionals, 25-40, urban)
- Platform strategy (Instagram + TikTok for visual food content)
- 5 content angles with sample topics
- Visual direction (fresh, appetizing, clean aesthetic)

Research Resources

When available, use these research sources:

• Competitor analysis - What competitors are doing well
• Industry trends - Current topics and formats in the industry
• Audience data - Existing customer insights or social analytics
• Platform trends - Trending formats and features on target platforms