{
 "id": "10.5",
 "title": "Content engine",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "bee",
  "name": "Buzz"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Pillars, formats, cadence, made with our own product",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/bee",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/bee.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/bee.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/dog.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Same dance every Monday: four pillars, Buzz formats, about four hours",
  "points": [
   {
    "icon": "box",
    "text": "Four pillars: already drafted, from your own store, you decide, easy to hand off."
   },
   {
    "icon": "clock",
    "text": "About four hours a week, from templates, with our own product drafting the examples."
   },
   {
    "icon": "heart",
    "text": "Monday Buzz waggles at the best pick; the pollen count is the running joke."
   },
   {
    "icon": "gear",
    "text": "Buzz's kit: 19 poses, eight expressions, the model sheet and 17 recorded sound files."
   },
   {
    "icon": "warn",
    "text": "None of it runs: the direction and name are not picked, and no paid generation."
   }
  ],
  "stat": {
   "value": "19",
   "label": "poses in the kit"
  },
  "decide": "Which store do our sample drafts come from?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/bee/marketing.html m0, m2, m3, m9",
  "brand-directions/book/content/h.js h-2 house, h-5 formats, h-10 four-hours, kit, checks",
  "brand-directions/docs2/data/dirs.json bee",
  "brand-directions/bee folders, file counts on 26 Oct",
  "brand-directions/_shared/sample/img",
  "brand-directions/BRIEF.md:92-97",
  "handbook content/ai-and-models/cost-per-brand.md",
  "memory: no-spend-while-building, treg-usage-rules",
  "handbook/AGENTS.md"
 ],
 "open_questions": [
  "**Which store do our sample drafts come from?** Proposal: build the sample candle store as a test brand, labelled Sample, so no partner shows without permission.",
  "**Which format retires first if time is short?** Proposal: keep the Monday and Friday formats always; drop the monthly ones first.",
  "**Who makes the posts?** Proposal: the hours in the [no-budget playbook](/marketing-and-growth/no-budget-playbook), with one owner per weekday."
 ],
 "parts": {
  "Answer": "The content engine is four pillars, a fixed set of Buzz's formats refilled every week from templates, and about four hours of work, with our own product drafting the examples; none of it runs yet because the direction and the name are not picked.",
  "Today": "| Fact | Source |\n|---|---|\n| No post, account or content calendar for the product exists | [src: no source found in memory or brew origin/main] |\n| Buzz's kit: 19 poses, eight expressions, the model sheet and the small mark, drawn in code from one rig | [src: brand-directions/bee folders, file counts 26 Oct] |\n| Buzz's sound: 17 recorded files in bee/snd: seven moment lines, the tagline, five cues, the sonic logo and three voice tries | [src: brand-directions/bee folders, file counts 26 Oct] |\n| Sample photos of the sample candle store, used as photos only | [src: brand-directions/_shared/sample/img] |\n| Our own product reads a store and drafts; a studio make costs money and shows its price first | [src: handbook content/ai-and-models/cost-per-brand.md] |\n| No paid image or video generation while building, and never through treg | [src: memory no-spend-while-building] [src: memory treg-usage-rules] |\n| The allowed figures and their exact words | [src: brand-directions/BRIEF.md:92-97] |\n| The direction is not picked, so this plan is one of five | [src: handbook/AGENTS.md] |",
  "Tomorrow": "### The four pillars\n\n| Pillar | What every post proves | Proof we can show | Version | Tag |\n|---|---|---|---|---|\n| Already drafted | Most picks arrive with a first draft | Make it keeps every version | v1 | New |\n| From your own store | Every card says where it came from | The read steps and a source on every card | v1 | New |\n| You decide | Nothing goes out on its own | Need your yes, and nothing posts from the product | v1 | New |\n| Easy to hand off | A numbered brief and a read only link | The brief page | v1 | New |\n\nThe floor under all four: sources on every number, unsure numbers say confirm.\n\n### Buzz's weekly story\n\nOn Monday Buzz waggles at the best pick and the week starts. Midweek it rushes, bumps a window, and the founder steadies things by picking and handing off. On Friday the hive is humming and the pollen count pays off: Buzz is covered and swears it has not noticed. The pollen count is the running joke.\n\n### Buzz's formats\n\n| Format | When | The frame | On the image |\n|---|---|---|---|\n| The waggle | Weekly, Monday | Carousel of six: Buzz mid dance, four ideas for the candle store with sources, Buzz pointing at slide 2 | Text: The waggle. That one. Follow the dance |\n| Bumped the window | Weekly, Wednesday | Carousel of three: Buzz flat against the glass, why it stings, one fix | Text: Bumped the window: same ad for four months |\n| The pollen count | Weekly, Friday | Buzz on the full comb, dusted in honey dots, eyes closed | Text: Pollen count: everywhere |\n| Fly past | Every other week | Text carousel: three ideas a small store should skip, with the reason | Text: Things I flew past this week |\n| Fresh batch | Every other week | Four versions of the Jasmine night photo from Make it | Text: Batch four is the one |\n| The odd flower | Weekly, Sunday story | Buzz peering at an empty comb cell, one wild idea | Text: The odd flower: a candle that smells like first rain |\n| One bee, whole hive | Monthly | Text post in Buzz's voice about the jobs of a hive | Text: A hive does forty jobs. I do yours |\n| Your nod | Every other week | Story poll, Buzz with one feeler raised | Text: Your nod? Rain reel for a candle store, yes or fly past |\n\nEvery format runs on the sample candle store with a Sample label on the image and in the caption, unless a partner gives written permission. Version v1, tag New.\n\n### Cadence and making\n\n| When | Time | Job |\n|---|---|---|\n| Monday | 1 hour | The waggle carousel from the template: swap four lines and four photos |\n| Wednesday | 1 hour | Bumped the window or fresh batch, alternating weeks |\n| Thursday | 30 minutes | One founder post on LinkedIn, written by the founder |\n| Friday | 30 minutes | The pollen count story from the template, with the founder's own week |\n| Every other week | 1 hour | One reel, from the timing templates in the motion and sound book |\n\nChange a pose in the rig's poses.py and every post can use it the same day. The candle store photos are used as photos only. No paid image or video generation for posts: the rig is the illustrator.\n\n### Made with our own product\n\n| Item | Version | Tag |\n|---|---|---|\n| A sample read gives the week's finding; Make it gives the draft; the brief is the checklist | v1 | New |\n| Product screens show only what the current version does; anything later is a labelled Sample design | v1 | New |\n| Our own posts go out through posting with our yes, once posting ships | v2 | New |\n| Our posts show how they went, once results ship | v3 | New |\n\nBuzz, on the format rule: Same dance every Monday. Never gets old.",
  "How we do it": "1. Monday: open the sample read, pick one finding, fill the Monday template.\n2. Make the draft in Make it from free drafts only. Ask Param before any paid make.\n3. Write the line on the image: one line, under 15 words. Set it in Shrikhand, never inside generated art.\n4. Run the truth check: no claim that the product posts, sends, schedules or measures; Sample on every sample frame; only allowed figures.\n5. Run the craft check: Buzz's face and one prop fill the first frame; zoom every image for stray letters.\n6. Run the writing checker:\n   ```bash\n   cd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs\n   ```\n7. Log the post in the [campaign log](/marketing-and-growth/campaign-log).",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Posts a week | Posts that passed both checks and went out | The campaign log | Proposed |\n| Hours a week | Time spent making them | The Friday note | Proposed |\n| Asks per format | Read asks that name a post, by format, over two weeks | The asks list | Proposed |",
  "Open": "1. **Which store do our sample drafts come from?** Proposal: build the sample candle store as a test brand, labelled Sample, so no partner shows without permission.\n2. **Which format retires first if time is short?** Proposal: keep the Monday and Friday formats always; drop the monthly ones first.\n3. **Who makes the posts?** Proposal: the hours in the [no-budget playbook](/marketing-and-growth/no-budget-playbook), with one owner per weekday."
 }
}