Structure
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Department

marketing

the content pipeline — ideas flow to published, every piece in a voice

Runs the content pipeline: a piece moves from idea to brief to draft to published, each one in a declared voice. Its content strategy says who you write for and what you refuse to publish; its listening brief says what you watch.

structure generate department marketing

Marketing — Mission

the content pipeline — ideas flow to published, every piece in a voice.

Purpose. One paragraph: who this department is trying to reach and what it is accountable for — attention, understanding, or pipeline. Pick one and say it, because a marketing department that is accountable for all three is accountable for none.

How work gets done here. Steering docs live at this root — what we publish and for whom, and what we listen to. Repeatable how-tos in processes/; accumulating collections in records/. Deliverables flow ideas → briefs → drafts → published under work/ — move the file to move the work.

Also in the folder

Content Strategydepartments/marketing/content-strategy.md

Content Strategy

What this company publishes, for whom, and what it refuses to publish. One page. A strategy that lists every channel and ranks none is a wish list; this document is worth reading in the places where it says no.

Who we are writing for. One reader, described specifically enough that you could name three real people who fit. What they already believe, and what they would have to read to change their mind.

What we publish, and how often. The two or three formats that earn their place, each with the cadence it is actually held to. A weekly thing published monthly is a monthly thing — write the real number.

What we don't. The topics, formats and favors we turn down, with the reason. This is the section that makes the rest of the document usable.

Voice, and who signs it. Which voice each format is written in (see company/voices/), and whose name is on it.

How we know it worked. One measure per format: the signal that would make you publish more of it, and the one that would make you stop.

Listening Briefdepartments/marketing/listening-brief.md

Listening Brief

The standing order behind every roundup and digest: what we watch, where, and what makes an item worth surfacing. Written once so that "does this go in?" is not re-argued every week.

The question. One sentence naming what we are trying to notice. "What launched, moved, or got said this week in " beats "industry news" — a vague question returns everything, which is the same as returning nothing.

Lanes. Three to five buckets, each with a sentence on what belongs in it and what looks similar but doesn't. Lanes are what keeps a digest readable; without them every item is equally important, which means none of them are.

Sources, in priority order. Name the primary ones — the people shipping the thing — ahead of the coverage of them.

The bar. What earns a line: a real change, a named source, something a reader could act on. And what is always noise, so nobody has to ask twice.

Who reads it, and when. A digest with no standing reader is a hobby.

The declaration. Once the prose above is settled, the listening pipeline reads the same brief from this document's frontmatter — fill in a listening: block and the digest runs off it:

listening:
  question: >-
    What launched, moved, or got said this week in <our space>?
  lanes:
    - id: launches
      title: Launches and announcements
      about: A project announcing itself — the post from the people shipping it, not the coverage of it.
      seeds: ["launching", "just shipped", "introducing", "public beta"]
    - id: moves
      title: Who is building
      about: Funding, acquisitions, pricing changes, shutdowns — what changed about the players, not the products.
      seeds: ["raised", "acquired", "shutting down", "pricing"]
  digest:
    cadence: weekly
    day: thursday
    for: "human/{{owner}}"