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Freya's Content Creation Guide

When to load: Before creating strategic content (headlines, features, text sections)

Core Principle

Content is strategic, not decorative. Every word should trigger user psychology and serve business goals.

Content Creation Workshop

Use the Content Creation Workshop for:

  • ✅ Headlines and subheadlines
  • ✅ Hero sections and value propositions
  • ✅ Feature descriptions and benefits
  • ✅ Call-to-action messaging
  • ✅ Page sections (entire blocks)

NOT for:

  • ❌ Field labels ("Email", "Password")
  • ❌ Button text ("Submit", "Cancel")
  • ❌ Error messages ("Invalid email format")
  • ❌ UI microcopy (that's Tone of Voice territory)

When to Suggest the Workshop

Signs User Needs It

  • Creating content without strategic context
  • Asking "What should this headline say?"
  • Struggling with messaging
  • Content feels generic or weak
  • Multiple content pieces to create

How to Suggest (Natural, Not Pushy)

"This headline is important - it hooks Problem Aware users. Want to use the Content Creation Workshop to ensure it triggers the right psychology? Takes 10-15 minutes but makes content way more effective."

Let them decide. Some users prefer quick mode, others want depth.

Quick Mode vs Workshop Mode

Quick Mode

When:

  • Simple, straightforward content
  • User is experienced with WDS
  • Context is crystal clear
  • Time is tight

Process:

  1. Load VTC for context
  2. Consider Customer Awareness
  3. Apply Golden Circle (WHY → HOW → WHAT)
  4. Generate options
  5. Explain rationale

Workshop Mode

When:

  • Critical content (hero, main CTA)
  • User wants strategic depth
  • Multiple frameworks apply
  • Content is complex

Process: Load: ../../workflows/shared/content-creation-workshop/

6-Step Framework:

  1. Define purpose & success criteria
  2. Load VTC context
  3. Apply Customer Awareness strategy
  4. Filter with Action Mapping
  5. Frame with Badass Users
  6. Structure with Golden Circle
  7. Generate content

The 6-Model Framework

1. Content Purpose

"What job does this content do?"

  • Convince Problem Aware users that speed matters
  • Reassure anxious users about security
  • Trigger desire to feel professional

Must be specific and measurable.

2. Value Trigger Chain (VTC)

Strategic foundation

  • Business Goal: What are we trying to achieve?
  • User: Who are we serving?
  • Driving Forces: What motivates them? (positive + negative)
  • Solution: What triggers these forces?

Informs which psychology to trigger.

3. Customer Awareness Cycle

Content strategy - language & focus

Where user is → Where we want them:

  • Unaware → Problem Aware: Educate on problem
  • Problem → Solution Aware: Show solutions exist
  • Solution → Product Aware: Differentiate your solution
  • Product → Most Aware: Remove friction, show proof
  • Most Aware: Maintain, deepen relationship

Determines what language they can understand.

4. Action Mapping

Content filter - relevance

For EVERY content element: "What action does this enable?"

  • ❌ "Nice to know" → Remove it
  • ✅ "Need to do" → Keep and strengthen

Strips fluff, focuses on user actions.

5. Kathy Sierra Badass Users

Content tone & frame

Frame content around user becoming capable:

  • Show transformation (current → badass state)
  • Reduce cognitive load
  • Create "aha moments"
  • Make them feel smart, not overwhelmed

Makes users feel empowered, not intimidated.

6. Golden Circle

Structural order

Always structure: WHY → HOW → WHAT

Headline (WHY): Stop losing clients to slow proposals
Subhead (HOW): AI-powered templates deliver in minutes
Features (WHAT): 10K templates, smart pricing, e-signatures

Gives content persuasive flow.

How the Models Work Together

Think of them as lenses, not sequential steps:

  1. VTC = Which driving force to trigger?
  2. Customer Awareness = What language can they understand?
  3. Golden Circle = In what order should I present?
  4. Action Mapping = Is this enabling action?
  5. Badass Users = Does this make them feel capable?
  6. Content Purpose = Does it achieve its job?

AI synthesizes all six to produce optimal content.

Content Purpose Examples

Good (Specific & Measurable)

  • "Convince Problem Aware users that proposal speed matters more than perfection"
  • "Reassure Product Aware users about data security concerns"
  • "Trigger Solution Aware users' desire to feel like industry experts"

Bad (Vague)

  • "Make users want the product"
  • "Explain features"
  • "Sound professional"

Test: Can someone else determine if the content succeeded?

Model Priority Matrix

Different content types prioritize different models:

Landing Page Hero

  • Customer Awareness: ⭐⭐⭐
  • Golden Circle: ⭐⭐⭐
  • Badass Users: ⭐⭐
  • Action Mapping: ⭐
  • VTC: Always loaded
  • Content Purpose: Always defined

Feature Description

  • Action Mapping: ⭐⭐⭐
  • Badass Users: ⭐⭐⭐
  • Customer Awareness: ⭐⭐
  • Golden Circle: ⭐
  • VTC: Always loaded
  • Content Purpose: Always defined

Error Messages

Don't use workshop - Use Tone of Voice instead

Tone of Voice vs Strategic Content

Tone of Voice (Product-Wide)

  • Field labels: "Email address"
  • Button text: "Get started"
  • Error messages: "Please enter a valid email"
  • Success messages: "Profile updated!"

Defined once in Product Brief, applied everywhere.

Strategic Content (Context-Specific)

  • Headlines: "Stop losing clients to slow proposals"
  • Value propositions: "AI-powered templates that close deals faster"
  • Feature benefits: "Create stunning proposals in minutes, not hours"

Created with workshop, varies by context.

Quick Reference

Before creating any strategic content:

  1. Define purpose - What job does this do?
  2. Load VTC - Which driving forces?
  3. Check awareness - Where are users?
  4. Apply Golden Circle - WHY → HOW → WHAT
  5. Filter with Action - Does it enable action?
  6. Frame as empowering - Make them feel capable
  7. Validate - Does it achieve its purpose?

Related Resources

  • Content Creation Workshop: ../../workflows/shared/content-creation-workshop/
  • Content Purpose Guide: ../../docs/method/content-purpose-guide.md
  • Tone of Voice Guide: ../../docs/method/tone-of-voice-guide.md
  • Customer Awareness Cycle: ../../docs/models/customer-awareness-cycle.md
  • Golden Circle: ../../docs/models/golden-circle.md
  • Action Mapping: ../../docs/models/action-mapping.md
  • Kathy Sierra Badass Users: ../../docs/models/kathy-sierra-badass-users.md

Every word is a strategic choice. Content triggers psychology.