/make-content

name: make-content
description: >-
  Writes marketing content: articles, single posts, newsletters, scripts and repurposed cuts, each
  with an edit note and a claims check. Use when a marketer says "write a blog post / case study",
  "write a LinkedIn or X post / thread / X article", "carousel copy", "draft this week's newsletter",
  "turn this webinar into posts" or "repurpose this", "write a TikTok or YouTube script", "refresh
  this old post", or "write the page from this SEO brief". Words only; nothing is invented or
  published. Not for a dated posting calendar — use run-organic-social; not ad copy (make-static-ads)
  or promo emails (email-lifecycle). Press releases, landing and product pages, and sales decks are
  not covered.
version: 0.1.0

make-content

What you get

One of five things, saved to the brand's workspace and shown in chat:

1. **A repurposed set.** One finished asset is mined into scored units. Each platform the brand uses gets a native version with a different lead unit and hook, ready to paste. Each version has an asset line saying what visual it needs and who makes it. 2. **A single post.** One LinkedIn, X, Threads or Instagram post, a thread, or an X long post or Article (references/formats.md), written native to its platform. It skips the calendar and the units table unless there is a source asset. 3. **A fresh piece.** A one-page brief, then a first draft in the brand's (or a named author's) voice. Long-form adds the publish kit: headline options, meta, slug, H2 skeleton, internal links, CTA, image notes and distribution notes. 4. **A refresh redline.** An old piece rewritten where it decays, with each change and its reason. 5. **This week's newsletter issue,** written from a saved template and the week's notes.

Every piece carries an **edit note** and a **claims check**: what was kept, softened and cut, and the proof that would restore each cut. The formats are listed in references/formats.md. Anything else is routed (Out of scope).

Before you start

1. **Setup first:** do the `marketing-guide` skill (`../marketing-guide/SKILL.md`) §1–2 (connect, brand, brain read) before anything else; the job line is "I write from your brand's voice and claims through it." (`get_started` with `wants: "more"`.) Then, for this playbook:

• Brain path: open chapters 2 "What we sell", 5 "Who we sell to", 11 "How we sound" and 22 "Everything we have made and run" (past content), then `gooseworks:brand_read` lean with only `sections: ["sources","organic"]` (the brain doesn't hold own posts or saved sources).
• Fallback path: `gooseworks:brand_read` lean with `sections: ["summary","kit","learnings","sources","organic","products"]`, then `product_ids` for the products the piece covers. Learnings at `detail: "full"` only in their own call, when you need `do`, `insight` or `template_hint` rules (several sections at full detail overflow). `gooseworks:knowledge_search` with the task, for past content and documents.
• Either path: `gooseworks:file_list` on `content/` and `brand/voices/`; `gooseworks:file_read` `content/channels.md`.
• The brand's platforms, in this order: `content/channels.md` → `social/accounts.md` → `sources` rows with `relationship: "self"` and `source_type: "organic_social"`, plus `organic.own_accounts`. Ignore the ad-library sources.

2. **Say plainly what the brain can't support, before drafting.** Lines this piece needs (the core positioning, a number, a customer name) that aren't signed off go to the marketer in the intake message, per Approval gates § Claims. When something the marketer says contradicts the brain, ask which is true and save the answer as their correction. 3. **Ask only what is missing, in one intake message, at most four questions.**

• Repurpose: the source asset, and the platforms if not saved.
• Single post: the platform, the point and whose account it is for (brand page or a named person), if not given.
• Fresh piece: topic, audience, format, where it publishes and by when, and the CTA destination.
• Opinion-led piece: whether the marketer has a view.
• Case study: the interview transcript, the customer's written OK to be named and quoted, and the results period.
• Search-intent piece: the yes for the search-results read when it needs the proxy (Steps, 4.1).

Never guess any of these. With no topic, offer 3 candidate questions from the voice-of-customer bank, labelled "unverified: you pick". Save the platform list and house style to `content/channels.md`; they are not learnings.

Steps

**1. Pick the path.** Repurpose · single post · fresh piece · refresh · newsletter.

• A sibling's request arrives as a page brief (`search/briefs/<page-slug>.md`), an asset-list row (`gooseworks:campaign_read`) or a "what to make next" line (`reports/performance/<date>.md`). Treat it as a fresh piece with that input.
• Read any `Graphic ready:` answers under your earlier asset lines and image notes (`content/repurposed/`, `content/drafts/`). Attach those images to the pieces they belong to.
• Do only the work the ask needs.

**2. Repurpose.**

• Get the source in (references/repurposing.md §1).
• Mine and score units (the `make-content-source-to-units` skill, `../make-content-source-to-units/SKILL.md`). A thin source, such as a short silent clip, supports 2–3 versions. Say so, and suggest a richer asset.
• References only, never to copy: `gooseworks:social_inspiration_search`, or `brand_read` `organic.competitor_top_posts` (skip posts outside the brand's category).
• Write one native version per platform the brand uses, each led by a different unit (references/repurposing.md §4). Skip the platform the source already lives on unless a re-cut is asked for. Add a second surface on a platform only when strong units outnumber platforms.

**3. Single post.**

• Write it to references/repurposing.md §4 for its platform and account (brand page or a named person), with the hook first and 2 alternatives.
• Voice: the