Build

Workflow — Content Production Pipeline

4 min read

Workflow — Content Production Pipeline

The end-to-end system that turns an idea into a published, lead-generating post. This is the operating layer above SOP — Content Publishing (what to make) and SOP — Zernio Publishing (how to ship it). It exists because distribution is a core part of the business and should run the same way every week, by anyone (or any agent).

The pipeline at a glance

IDEA → BRIEF → DESIGN → COPY → ASSEMBLE → REVIEW → SCHEDULE → PUBLISH → MEASURE → HAND-OFF
 │       │       │        │        │          │         │          │          │          │
pillar  POST    _assets  caption  posts.json guardrail Zernio    live link  analytics  #lead

Each post moves through one status at a time: idea → drafting → scheduled → published (the same field used by the Content Calendar).

Stage by stage

1. Idea. Pull an angle from a content pillar (Education · Product · Social-proof · Promo · Research/Literature). Sources: the Article Backlog, COA results, new arrivals, competitor gaps, a question a lead asked twice. Hold the 2:1:1 ratio (education-or-proof : product : promo) across the week.

2. Brief → note. Copy Content/_Template — Content Post.md → POST-YYYYMMDD-NNN. Set channel, format, pillar, publish_date, hook. Decide the track (see below). One note = one post = one row on the calendar.

3. Design. Produce the visual to the right track’s style guide. Editable source + exported PNG go in Content/_assets/, named POST-…-<n>.png. Specs: IG 1080×1350, TikTok 1080×1920. (Renders are built from SVG → PNG; sources kept so anyone can re-edit.)

4. Copy. Write the on-image text, the caption, and hashtags into the note. Caption carries the hook in the first line (the only part that shows before “more”).

5. Assemble. Add the post to Automation/Zernio/posts.json — caption, scheduledFor, target accounts, media paths in order.

6. Review (guardrail gate). Tick the note’s guardrail box: research-use framing only, no dosing/medical claims, disclaimer present. This gate is mandatory and is where most rewrites happen.

7. Schedule. Run the Zernio toolkit: --dry-run → drafts → review in dashboard → --mode=schedule. Status → scheduled.

8. Publish. Zernio fires at the slot. Status → published; paste the live link into the note.

9. Measure. After ~72h, log reach/saves/profile-clicks. Kill formats that underperform; double down on what saves. Feeds the next week’s ideas.

10. Hand-off. DMs and intent comments → #lead notes → SOP — Lead to Sale → WhatsApp close. This is the point of the whole pipeline: content is top-of-funnel, WhatsApp is the close.

The two creative tracks

We run two deliberately different looks so the brand shows range without losing identity. Same guardrails, same disclaimer, opposite energy.

TikTok — “Braindead Poster”Instagram — “Beautiful”
Goalstop the scroll, get saved/sentbuild authority + trust
Feelloud, ugly-on-purpose, memepremium, clinical, editorial
Formatsingle 1080×1920 poster (or 5–9s clip)1080×1350 carousel (3–5 slides)
Build timeminutes~30–45 min
Style guideStyle Guide — TikTok Braindead PosterStyle Guide — Instagram Beautiful
Reference postsPOST-20260603-002POST-20260603-001

A single idea (e.g. “what is a peptide”) should usually be produced for both tracks — braindead for reach, beautiful for the save/authority — as a paired set.

Roles (RACI-lite)

  • Producer (you / agent): ideas, briefs, copy, assembling posts.json. R
  • Designer (you / agent / Canva): the art to spec. R
  • Approver (you): guardrail gate + dashboard review before publish. A
  • Closer (you / WhatsApp): turns inbound into orders. R

Weekly rhythm

Mon: plan + brief the week (idea → notes). Tue–Wed: design + copy both tracks, batch. Thu: assemble posts.json, dry-run, drafts, review, schedule 7 days out. Fri: keep one promo live; reply to/qualify every lead within 24h. Ongoing: comment hygiene on TikTok; log analytics for last week’s posts.

Cadence target (starting point)

≥ 1 TikTok/day (cheap, high-variance — volume wins) and 3–4 IG carousels/week. Adjust once analytics exist. Right now TikTok/Threads/website contribution is RM0 — the entire point of this pipeline is to change that without breaking the research-use guardrail.

SOP — Content Publishing · SOP — Zernio Publishing · SOP — Campaign Launch · SOP — Lead to Sale · Distribution — Strategy · Content Calendar

Graph View

Backlinks