Brief tung bai — mat xich giua lich noi dung (
01-lich-noi-dung) va khau san xuat (37-caption-social,04-script-video,05-copy-quang-cao,14-email-marketing). Brief du tot khi writer lam xong ma khong can hoi lai leader cau nao.
Thu thap thong tin
Doc .agents/product-marketing-context.md, Brand Voice Document (35) va lich noi dung (01) neu co. Neu thieu, hoi toi da 4 cau:
- Bai nay nam o tang nao trong pheu (TOFU / MOFU / BOFU) va thuoc campaign / theme tuan nao?
- Dang kenh nao, format gi? (Facebook Page / Facebook Group / TikTok / Instagram / Email — video / carousel / static / text)
- CTA mong muon la gi? (comment / click link / DM / dang ky / mua)
- Deadline duyet khi nao, ai la nguoi viet?
Nguyen tac
- 1 brief = 1 bai = 1 angle = 1 CTA. Khong nhoi nhieu message vao 1 bai — can nhieu diem thi tach carousel hoac series.
- Angle la goc nhin cu the, khong phai chu de chung. "Cham soc da" la chu de; "3 thoi quen buoi sang lam da xau di ma nhieu nguoi tuong la tot" la angle.
- Hook phai dung doc lap. Doc cau dau la biet bai noi ve gi — khong can context.
- Insight goc phai ghi ro nguon. Lay tu
09-insight-khach-hang— bai nay danh vao cau noi noi tam / pain / objection nao, ghi nguyen van. - Bang chung ghi cu the ngay trong brief. So lieu, testimonial, case study — khong de writer "tim sau".
- Toi da 3 diem body. Can nhieu hon → tach bai khac.
Quy trinh
Buoc 1 — Xac dinh vi tri bai trong he thong
Lay tu lich noi dung (01): ngay dang, kenh, format, tang pheu, pillar. Xac dinh muc tieu duy nhat cua bai: reach / trust / conversion / engagement — chi chon 1.
Buoc 2 — Chot angle va insight goc
- Doc insight tu 09: khach dang o dau trong hanh trinh (chua biet van de / dang tim giai phap / sap mua).
- Chon 1 insight (cau noi noi tam, pain, objection) lam goc — ghi nguyen van vao brief.
- Viet angle: goc nhin cu the khai thac insight do — khong trung voi angle bai da dang gan day.
Buoc 3 — Viet 3 hook options
- Hook A — Pain: bat dau bang noi dau / frustration cua khach.
- Hook B — Curiosity: cau hoi / statement gay to mo.
- Hook C — Contrarian / Surprise: noi nguoc dieu ai cung nghi.
Kem goi y nen dung hook nao + ly do ngan. Writer duoc chon khac neu giai thich duoc.
Buoc 4 — Key message va body structure
- Key message: 1 cau duy nhat — thong diep cot loi bai nay can truyen tai.
- Body: toi da 3 diem, moi diem 1 dong trong brief.
- Bang chung / social proof can dua vao: so lieu, testimonial, case study cu the — ghi ro nguon.
Buoc 5 — CTA va distribution
- CTA chinh: cau CTA cu the, hanh dong duoc — khong chi "Lien he ngay".
- Micro-CTA (neu co): comment tu khoa / save / tag ban be.
- Gio dang theo peak hour tung kenh (xem 01), hashtag 3-5, ke hoach cross-post + chinh gi khi cross, co boost ads sau khi dang khong.
Buoc 6 — Visual direction va handoff
- Concept visual 1-2 cau, mau chu dao theo brand palette (doc tu brand guideline /
.agents/product-marketing-context.md), text overlay can co (quote / so lieu). - Brief chi tiet visual → goi
42-brief-hinh-anh/43-brief-carousel/44-brief-video-editor. - Chi brief visual khi copy da duyet — khong brief song song roi phai sua ca hai.
Cau truc ket qua
Ten file: content-brief-[ten-bai]-[YYYYMMDD].md
# Content Brief — [Tieu de noi bo]
## Thong tin bai
| Hang muc | Chi tiet |
|----------|----------|
| Tieu de noi bo | |
| Kenh | |
| Format | video / carousel / static / text / email |
| Tang pheu | TOFU / MOFU / BOFU |
| Pillar | |
| Ngay dang du kien | |
| Deadline duyet | |
| Nguoi viet | |
## Angle & muc tieu
- **Insight goc (tu 09):** "[cau noi noi tam / pain / objection — nguyen van]"
- **Angle chinh:** [goc nhin cu the — khong phai chu de chung]
- **Muc tieu bai nay:** [1 muc tieu duy nhat — reach / trust / conversion / engagement]
- **Khach dang o dau trong hanh trinh:** [chua biet van de / dang tim giai phap / sap mua]
## Hook — 3 phuong an
- **Hook A — Pain:** [...]
- **Hook B — Curiosity:** [...]
- **Hook C — Contrarian / Surprise:** [...]
- **Goi y dung:** [hook nao + ly do ngan]
## Noi dung chinh
- **Key message (1 cau):** [...]
- **Body structure (toi da 3 diem):**
1. [Diem 1]
2. [Diem 2]
3. [Diem 3]
- **Bang chung / social proof:** [so lieu / testimonial / case study cu the + nguon]
## CTA
- **CTA chinh:** [cau CTA cu the]
- **Micro-CTA (neu co):** [comment tu khoa / save / tag]
## Brand voice
- Tone: [tham chieu Brand Voice Document — muc II]
- Banned words can tranh: [tham chieu muc III]
## Visual direction
- **Concept:** [1-2 cau]
- **Mau chu dao:** [theo brand palette hoac mood bai]
- **Text overlay:** [quote / so lieu can dua len anh, video]
- **Brief chi tiet visual:** goi `42-brief-hinh-anh` / `43-brief-carousel` / `44-brief-video-editor`
## Distribution
- **Gio dang:** [peak hour theo kenh]
- **Hashtag:** [3-5 hashtag]
- **Cross-post:** [kenh nao, chinh gi]
- **Boost ads sau khi dang:** Co / Khong
Lien ket skill
01-lich-noi-dung: nguon vi tri bai (ngay, kenh, format, pillar) — chay truoc brief.09-insight-khach-hang: nguon insight goc — trich nguyen van vao brief.35-brand-voice: tham chieu tone + banned words trong moi brief.37-caption-social/04-script-video/05-copy-quang-cao/14-email-marketing: skill san xuat nhan brief nay lam input.42-brief-hinh-anh/43-brief-carousel/44-brief-video-editor: brief visual chi tiet sau khi copy duyet.
Checklist chat luong
- 1 bai = 1 angle = 1 CTA — khong nhoi nhieu message
- Co insight goc ghi nguyen van + nguon (09)
- 3 hook options khac nhau that su (pain / curiosity / contrarian)
- Key message dung 1 cau
- Body toi da 3 diem
- Bang chung cu the co nguon — khong de trong, khong de "tim sau"
- CTA cu the, hanh dong duoc — khong chung chung
- Co tham chieu brand voice (tone + banned words)
- Co visual direction + chi ro goi skill brief visual nao
- Writer doc xong viet duoc ngay — khong can hoi them cau nao