Content production

How we make client content

Every fact comes from the client. Every sentence sounds like the client because it is built from recordings of them talking. A person picks the topic, runs the interview, edits, and signs off. Claude does the collating, the structuring, the first draft and the checking.

01 / the thing people get wrong first

Where everything lives

Three places, and they do not overlap. Putting something in the wrong one is the main way this goes wrong, because the whole system depends on there being exactly one current version of each file.

Google Drive

Client data
  • voice-profile
  • facts-bank
  • no-go list
  • call transcripts
  • every post, at every stage

One folder per client in the Claude Shared Folder. Survives people leaving. Always the current version.

The Claude project

House rules
  • standing instructions
  • the team's conversations
  • nothing client-specific

One project for all clients. Client files are read from Drive when needed, never attached here. Attached files cannot be shared with the team and would go stale.

The skill

The procedure
  • how to onboard a client
  • the file templates
  • the question bank
  • the interview rules

Shared with everyone, so it updates centrally. Triggers on its own when you mention onboarding or voice profiles.

The rule of thumb. Procedure goes in the skill. Standing preferences go in the project. Anything about a specific client goes in Drive. If you are about to paste client information into the project instructions, put it in that client's facts bank instead.

02 / one client, once

Setting up a new client

Four files that get built once and reused on every post afterwards. This is the part that makes post twenty better and cheaper than post one.

Person
Pick the voice sources. Recordings of the client talking unscripted. Never their website, never scripts we wrote for them to read.
recordings
Claude
Draft the voice profile and facts bank. Voice from the recordings, facts from the recordings plus their website.
voice-profile
facts-bank
Person
Write the no-go list. What they cannot claim, who they cannot name, what they dislike. No source document exists for this one.
no-go
Claude
Produce the question list that closes whatever is still missing, sorted by who answers and whether it needs a call.
interview-questions
Person
Run the interviews. Recorded, roughly twenty minutes each. Often not the owner: whoever takes the customer calls usually knows more about what customers actually ask.
02-transcripts/

03 / every post

Making a piece

Person
Pick the topic.
brief
Claude
Research. What people search, and what the pages already ranking have failed to answer.
research.md
Claude
Skeleton. Headline plus every subheading, written as the questions a customer would actually ask. Doubles as the interview script.
skeleton.md
Person
Approve the skeleton before it reaches the client. A bad skeleton wastes their time on the call, and the call is the expensive part.
sign-off
Person
Interview. Send questions ahead, record the call, file the raw transcript. Never a summary.
interview.md
Claude
Draft, then check its own work against three tests: does it sound like them, is every claim traceable, does it clear the detector floor. Rewrites until all three pass or it gives up and asks.
draft.md
Person
Edit properly, then client sign-off. A draft that passes three automated tests is still a draft.
edits.md

Record what changed. The edits you and the client make get folded back into the voice profile and facts bank. That feedback is the only reason the system improves rather than staying flat, so it needs writing down rather than fixing quietly in the doc.

04 / what to type

Starting a job

Work inside the Content Pipeline project. Plain sentences are enough, the skill handles the rest.

Set up the content foundations for Barlow Irvin.Creates the folders, drafts the files, tells you what is missing.
What should we be asking Copy Print to fill the gaps?Produces the question list, split by who answers and how.
Build a skeleton for a Copy Print post on leasing versus buying.Researches, then drafts the headings as customer questions.
Here is the transcript from the call with Pat. File it and update the facts bank.Adds to the objections list and flags anything that conflicts.

05 / non-negotiable

What we never do

  • Invent a fact, a price or a claim. If it cannot be traced to the client or a cited source, it does not go in.
  • Build a client's voice from their website, or from scripts we wrote for them to read aloud.
  • Publish a number with a year attached without checking it is still true.
  • Guess at what a client would object to. Unanswered means unanswered, and it gets marked as such.
  • Let anything reach the client without a person editing it first.
  • Publish without sign-off.

06 / once per person

Getting set up

Four things, about fifteen minutes in total. Do them in order, because each one tests the one before it.

The full walkthrough has the exact clicks for each step, a way to check it worked before moving on, and fixes for everything that has actually gone wrong so far.

Open the setup guide