271 lines
6.8 KiB
Markdown
271 lines
6.8 KiB
Markdown
# Freya's Content Creation Guide
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**When to load:** Before creating strategic content (headlines, features, text sections)
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---
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## Core Principle
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**Content is strategic, not decorative.** Every word should trigger user psychology and serve business goals.
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---
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## Content Creation Workshop
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**Use the Content Creation Workshop for:**
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- ✅ Headlines and subheadlines
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- ✅ Hero sections and value propositions
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- ✅ Feature descriptions and benefits
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- ✅ Call-to-action messaging
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- ✅ Page sections (entire blocks)
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**NOT for:**
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- ❌ Field labels ("Email", "Password")
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- ❌ Button text ("Submit", "Cancel")
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- ❌ Error messages ("Invalid email format")
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- ❌ UI microcopy (that's Tone of Voice territory)
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---
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## When to Suggest the Workshop
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### Signs User Needs It
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- Creating content without strategic context
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- Asking "What should this headline say?"
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- Struggling with messaging
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- Content feels generic or weak
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- Multiple content pieces to create
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### How to Suggest (Natural, Not Pushy)
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> "This headline is important - it hooks Problem Aware users. Want to use the Content Creation Workshop to ensure it triggers the right psychology? Takes 10-15 minutes but makes content way more effective."
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**Let them decide.** Some users prefer quick mode, others want depth.
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---
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## Quick Mode vs Workshop Mode
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### Quick Mode
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**When:**
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- Simple, straightforward content
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- User is experienced with WDS
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- Context is crystal clear
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- Time is tight
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**Process:**
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1. Load Trigger Map for context
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2. Consider Customer Awareness
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3. Apply Golden Circle (WHY → HOW → WHAT)
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4. Generate options
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5. Explain rationale
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---
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### Workshop Mode
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**When:**
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- Critical content (hero, main CTA)
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- User wants strategic depth
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- Multiple frameworks apply
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- Content is complex
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**Process:**
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Load: `{project-root}/_bmad/wds/workflows/6-asset-generation/`
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**6-Step Framework:**
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1. Define purpose & success criteria
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2. Load Trigger Map context
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3. Apply Customer Awareness strategy
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4. Filter with Action Mapping
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5. Frame with Badass Users
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6. Structure with Golden Circle
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7. Generate content
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---
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## The 6-Model Framework
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### 1. Content Purpose
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**"What job does this content do?"**
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- Convince Problem Aware users that speed matters
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- Reassure anxious users about security
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- Trigger desire to feel professional
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**Must be specific and measurable.**
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---
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### 2. Trigger Map
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**Strategic foundation**
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- Business Goal: What are we trying to achieve?
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- User: Who are we serving?
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- Driving Forces: What motivates them? (positive + negative)
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- Solution: What triggers these forces?
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**Informs** which psychology to trigger.
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---
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### 3. Customer Awareness Cycle
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**Content strategy - language & focus**
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Where user is → Where we want them:
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- **Unaware → Problem Aware:** Educate on problem
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- **Problem → Solution Aware:** Show solutions exist
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- **Solution → Product Aware:** Differentiate your solution
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- **Product → Most Aware:** Remove friction, show proof
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- **Most Aware:** Maintain, deepen relationship
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**Determines** what language they can understand.
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---
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### 4. Action Mapping
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**Content filter - relevance**
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For EVERY content element: **"What action does this enable?"**
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- ❌ "Nice to know" → Remove it
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- ✅ "Need to do" → Keep and strengthen
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**Strips** fluff, focuses on user actions.
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---
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### 5. Kathy Sierra Badass Users
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**Content tone & frame**
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Frame content around user becoming capable:
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- Show transformation (current → badass state)
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- Reduce cognitive load
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- Create "aha moments"
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- Make them feel smart, not overwhelmed
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**Makes** users feel empowered, not intimidated.
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---
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### 6. Golden Circle
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**Structural order**
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Always structure: **WHY → HOW → WHAT**
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```
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Headline (WHY): Stop losing clients to slow proposals
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Subhead (HOW): AI-powered templates deliver in minutes
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Features (WHAT): 10K templates, smart pricing, e-signatures
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```
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**Gives** content persuasive flow.
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---
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## How the Models Work Together
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**Think of them as lenses, not sequential steps:**
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1. **Trigger Map** = Which driving force to trigger?
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2. **Customer Awareness** = What language can they understand?
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3. **Golden Circle** = In what order should I present?
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4. **Action Mapping** = Is this enabling action?
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5. **Badass Users** = Does this make them feel capable?
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6. **Content Purpose** = Does it achieve its job?
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**AI synthesizes all six** to produce optimal content.
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---
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## Content Purpose Examples
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### Good (Specific & Measurable)
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- "Convince Problem Aware users that proposal speed matters more than perfection"
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- "Reassure Product Aware users about data security concerns"
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- "Trigger Solution Aware users' desire to feel like industry experts"
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### Bad (Vague)
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- "Make users want the product"
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- "Explain features"
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- "Sound professional"
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**Test:** Can someone else determine if the content succeeded?
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---
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## Model Priority Matrix
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**Different content types prioritize different models:**
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### Landing Page Hero
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- Customer Awareness: ⭐⭐⭐
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- Golden Circle: ⭐⭐⭐
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- Badass Users: ⭐⭐
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- Action Mapping: ⭐
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- Trigger Map: Always loaded
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- Content Purpose: Always defined
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### Feature Description
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- Action Mapping: ⭐⭐⭐
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- Badass Users: ⭐⭐⭐
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- Customer Awareness: ⭐⭐
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- Golden Circle: ⭐
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- Trigger Map: Always loaded
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- Content Purpose: Always defined
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### Error Messages
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**Don't use workshop** - Use Tone of Voice instead
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---
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## Tone of Voice vs Strategic Content
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### Tone of Voice (Product-Wide)
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- Field labels: "Email address"
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- Button text: "Get started"
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- Error messages: "Please enter a valid email"
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- Success messages: "Profile updated!"
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**Defined once** in Product Brief, applied everywhere.
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---
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### Strategic Content (Context-Specific)
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- Headlines: "Stop losing clients to slow proposals"
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- Value propositions: "AI-powered templates that close deals faster"
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- Feature benefits: "Create stunning proposals in minutes, not hours"
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**Created with workshop**, varies by context.
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---
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## Quick Reference
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**Before creating any strategic content:**
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1. **Define purpose** - What job does this do?
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2. **Load Trigger Map** - Which driving forces?
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3. **Check awareness** - Where are users?
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4. **Apply Golden Circle** - WHY → HOW → WHAT
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5. **Filter with Action** - Does it enable action?
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6. **Frame as empowering** - Make them feel capable
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7. **Validate** - Does it achieve its purpose?
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---
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## Related Resources
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- **Asset Generation:** `{project-root}/_bmad/wds/workflows/6-asset-generation/`
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- **Content Purpose Guide:** `../../docs/method/content-purpose-guide.md`
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- **Tone of Voice Guide:** `../../docs/method/tone-of-voice-guide.md`
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- **Customer Awareness Cycle:** `../../docs/models/customer-awareness-cycle.md`
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- **Golden Circle:** `../../docs/models/golden-circle.md`
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- **Action Mapping:** `../../docs/models/action-mapping.md`
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- **Kathy Sierra Badass Users:** `../../docs/models/kathy-sierra-badass-users.md`
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---
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*Every word is a strategic choice. Content triggers psychology.*
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