{
 "id": "10.5",
 "title": "Content engine",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": {
  "id": "raccoon",
  "name": "Scoop"
 },
 "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/raccoon",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/raccoon.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/raccoon.json"
 },
 "other_directions": [
  {
   "id": "dog",
   "name": "Fetch",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/dog.json"
  },
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/marketing-and-growth/content-engine/bee.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 gossip column, new gossip: four pillars and 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": "Scoop narrates: Psst on Monday, All dished out Friday; the tally is the running joke."
   },
   {
    "icon": "gear",
    "text": "Scoop's kit: ten poses, eight expressions, four scenes and 22 recorded sound files."
   },
   {
    "icon": "warn",
    "text": "None of it runs: the direction and name are not picked, and no paid generation."
   }
  ],
  "stat": {
   "value": "22",
   "label": "recorded Scoop sound files"
  },
  "decide": "Which store do our sample drafts come from?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/raccoon/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 raccoon",
  "brand-directions/raccoon 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 Scoop'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| Scoop's kit: ten poses, eight expressions, the modes sheet and four scenes in raccoon/art | [src: brand-directions/raccoon folders, file counts 26 Oct] |\n| Scoop's sound: 22 recorded files in raccoon/snd: the tagline, moment lines, five cues and the sonic logo | [src: brand-directions/raccoon 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### Scoop's weekly story\n\nEvery week has the same shape and Scoop narrates it. Monday, the drop: Psst, five fresh picks. Then pick, make and hand off. Friday: All dished out, back Monday. The running joke is the tally: Scoop counts what customers keep saying, up to forty one, and only crosses the tally out when a person ships the thing it found.\n\n### Scoop's formats\n\n| Format | When | The frame | On the image |\n|---|---|---|---|\n| Overheard | Weekly, Wednesday | Clipping template, pose 3, 4:5, 10 minutes; count and source on the image | Overheard in 41 reviews: the Monsoon candle smells like the first rain. Your product page never says it |\n| The redacted | Every other week | Two slides with a black bar, 4:5 carousel, 15 minutes; the reveal is on slide two | The Jasmine night. Never posted about |\n| Spotted | Every other week | Modes sheet with binoculars, 4:5, 10 minutes; no rival name, logo or screenshot | Four candle ads in this category open on rain sounds this month. I will not say whose |\n| I asked the chatbots | Weekly, Thursday | Modes sheet with the tin can phone, 4:5, 15 minutes; say which question was asked | Best rain scented candle? Named once |\n| Case board | Every other week | Pose 8 and the sample photos, 4:5 carousel, 20 minutes; five pins, five picks, one string | One week of marketing, read first |\n| Psst | Weekly | Tangerine whisper, pose 1, 1:1, 5 minutes; under 15 words | Psst. Your best product photo is already in your reviews. Ask before you use it |\n| All dished out | Every Friday | Pose 9, 9:16 reel, 15 minutes; ends on Back Monday | That is all the gossip for this week. Back Monday |\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 | 20 minutes | The Monday dish: one finding from a sample store |\n| Wednesday | 10 to 15 minutes | A clipping carousel: Overheard or The redacted |\n| Thursday | 15 minutes | I asked the chatbots, and one founder post on LinkedIn |\n| Friday | 15 minutes | All dished out, the sleepy reel |\n\nThree templates are the one thing to build: clipping, whisper and case board, in any free design tool. The product SVG covers any frame that needs motion.\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\nScoop, on the format rule: Same gossip column. New gossip.",
  "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 Gloock, 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: Scoop'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."
 }
}