kokoai-id/content-funnel

Content Funnel

A complete method for organic social content whose only job is leads (DMs, chats, calls), not views. It is industry-agnostic. Two worked examples ship with it: a B2B SaaS sold to venue owners (references/case-study-tilerank.md) and a property agent (references/example-property-agent.md).

Read references/writing-rules.md before writing any copy. Load the other references only when the task needs them.

0. First contact: run the setup interview

If there is no strategy doc for this business yet, do not write posts. Run the setup interview in references/setup-interview.md (about 12 short questions, asked in one or two batches, in the user's language). Then produce, in this order:

1. STRATEGY.md for the business, from templates/strategy-template.md (personas, pains, offer, funnel, cadence, platform rules, banned words/claims, CTA, KPIs). This becomes the single source of truth.
2. A 14-day calendar from templates/calendar-14d.md, then the plan file (templates/plan.example.json schema).
3. The first 3 days of finished copy plus a shot list, so the user can react to real output early.

When the owner changes a rule later, edit that rule in place in STRATEGY.md. Never append a contradicting note. Move the old version to an archive file if history matters.

1. Core model (one screen)

• One buyer persona per post. Write to one person as if you were sending it to them. A business may have several personas (a property agent: buyers, renters, investors, owners who list). Each post picks one.
• One pain → the 2–3 features or services that solve it. Problem first, never a feature tour.
• Funnel: TOFU (education, useful for anyone in the niche, no pitch), MOFU (honest opinion and insight from someone who knows the market, soft sell only in the self-reply), BOFU (direct hard sell, one promise, one proof, fixed offer, DM). Details: references/funnel-and-cadence.md.
• KPI = conversations. DMs, link clicks, chats, booked demos/viewings. Views, likes and followers are diagnostics only.
• Real proof beats polish. Real POV footage, real screens, real places. Never invented stats, testimonials or results.

2. Default daily cadence

Platform	Per day	Funnel	Reference
Threads (founder/agent's own account)	2 posts, opposite halves of the day	1 MOFU opinion + 1 BOFU hard sell	threads-mofu.md, threads-bofu.md
Instagram carousel	1	TOFU education (or product explainer for pinned posts)	instagram-carousel.md
Reel (+ TikTok/Shorts if used)	1	MOFU story with one big metaphor, or TOFU edu	reels-cover-pattern.md
Instagram Story	1	For followers not convinced yet: proof + one memorable line	stories-and-highlights.md
Highlights	evergreen, not daily	Brochure: Start, Features/Listings, FAQ, How it works, Proof	stories-and-highlights.md

Topics on different platforms the same day are independent. Scale down honestly: a solo owner with one hour a day should start with Threads 2×/day + 1 carousel, and add Reels when there is a production routine.

3. The BOFU hard-sell format (the highest-converting post)

<CALLOUT IN CAPS, SAME EVERY DAY>
<ONE CAPS PROMISE, DIFFERENT EVERY DAY>

<one short plain proof line, lowercase>
<fixed offer close>
<DM CTA>

Max ~5 lines. Variety lives only in the promise line and the proof line. No jargon, no emoji, no hashtags, no stats. Every BOFU post carries media that proves the promise. Full rules and a generator checklist: references/threads-bofu.md.

4. Writing rules (summary)

• Bahasa manusia. Write the way the buyer talks. A layperson must get every line on first read. Industry jargon is replaced by the plain word the buyer uses.
• Eliminate unused words. Cut every word that doesn't change the meaning. Short lines. One idea per line.
• Line 1 sells line 2. Each line must make the next one necessary.
• Specific objects, not categories: a number, a place, a moment the reader can picture.
• No colon in hooks, no em dash, no semicolon (they read as AI or ad copy). No "Ada yang tertarik?"-style closers, no "I'm building an app…" openers.
• Truth only: no invented numbers, testimonials, scarcity or experience claims. Example math is labelled as example.
• Check the platform's restricted-category rules for your industry and keep a banned-word list in STRATEGY.md.

Full version with the psychology behind it: references/writing-rules.md.

5. Media rules (summary)

• Real POV only on Threads and Stories (phone footage, real screens, real places). Stylised 3D/illustration is for Reels metaphors and edu carousels only.
• BOFU media rotates 3 formats: 1 long video (20–60 s) / 3 short videos (3–8 s) / 3 photos.
• App or process flows: one uncut screen recording, result visible on screen. Property: one uncut walkthrough, or room-by-room shorts.
• Media never repeats the text. It is the proof or the payoff, or it makes people tap.
• Specs: 1080x1350 feed, 1080x1920 vertical, H.264 yuv420p 30 fps, AAC, -14 LUFS, photos JPEG q90.

Full rules + shot lists: references/media-rules.md.

6. Topic bank and recycling

Build a bank of pains × angles per persona (see templates). Rules:

• Same angle no sooner than 3 weeks apart. One feature/service at most 2× per week.
• A pain already covered may return with a new angle, a new proof, or a new persona.
• BOFU promise lines never repeat across a plan.

7. Workflow

1. Interview → STRATEGY.md → topic bank.
2. Calendar (14 or 30 days) → plan file (one item per post, schema in templates/plan.example.json).
3. Batch-write a full week of copy, then lint it (scripts/lint_plan.py).
4. Shot list → shoot/record → conform media (scripts/ffmpeg_specs.sh) → contact sheet (scripts/contact_sheet.py) for one-glance review.
5. QA every item (references/qa-checklist.md), then hand over. The human posts. Never post, DM or log in on the owner's behalf.
6. Post one item at a time, about 2 h apart per account. Self-reply ~1 h after each Threads post.
7. Weekly review: DMs per post, which promise lines and pains pulled conversations, then refill the topic bank.

Tools, pipeline and the plan schema: references/tools-and-workflow.md.

8. Output conventions

• Calendar and posts in the user's language; the strategy doc in the language the owner reads.
• Every post item lists: date, time, platform, funnel stage, persona, pain, hook, full post, self-reply, media format + shot list, status.
• When you hand over, show the posts themselves, not a summary of them.

9. Producing 3D metaphor reels

When the user wants the reels actually made (not just scripted), follow the production references, in order:

1. references/reels-3d-ideation.md: pain → one physical metaphor, beat timings, script file, smooth-sell ending, edu/pinned variants.
2. references/voiceover-elevenlabs.md: one voice, settings, intonation and pronunciation fixes (scripts/vo_elevenlabs.py, scripts/vo_tighten.py, scripts/vo_pitch_check.py).
3. references/reels-3d-production.md: scripted Blender scenes, cameras keyed to words, EEVEE render, HyperFrames overlays and karaoke captions, outro join, QA (scripts/qa_reel.sh, scripts/ocr_banned.py), delivery. Max 2 heavy renders at once (scripts/render_lock.sh).
4. references/sound-design.md: diegetic SFX only, ducked music bed, -14 LUFS / ≤ -1 dBTP (scripts/mix_bed.py, scripts/el_sfx.py).
5. references/ig-grid.md: white and green covers (scripts/make_cover_white.py), safe zones, grid checkerboard, carousel build.

Never call paid APIs (TTS, SFX) or start renders the user did not ask for, and never post on the owner's behalf.

Reference index

File	Use when
references/setup-interview.md	New business, no STRATEGY.md yet
references/funnel-and-cadence.md	Planning a calendar or balancing funnel stages
references/threads-bofu.md	Writing hard-sell posts
references/threads-mofu.md	Writing opinion/insight posts and self-replies
references/instagram-carousel.md	Edu or product carousels
references/reels-cover-pattern.md	Reel scripts, covers, outros
references/reels-3d-ideation.md	Turning a pain into a 3D metaphor reel script
references/reels-3d-production.md	Building, rendering, assembling and QA-ing a 3D reel
references/voiceover-elevenlabs.md	AI voice-over: settings, intonation, pronunciation
references/sound-design.md	SFX, music bed, ducking, loudness
references/ig-grid.md	Covers, safe zones, grid colour order, carousel build
references/stories-and-highlights.md	Daily stories, highlight brochure
references/media-rules.md	Shot lists, formats, specs
references/writing-rules.md	Any copy (read first)
references/qa-checklist.md	Before handing anything over
references/tools-and-workflow.md	Plan files, production pipeline, review loop
references/case-study-tilerank.md	Worked B2B SaaS example with real posts
references/example-property-agent.md	Worked property agent example + 14-day calendar