brief · calm-north — Claude Code skill: what it does, how to install

---
name: brief
description: >
  Produce an editor-ready content brief for a target keyword or topic. Use when
  the user asks for a content brief, writing guidelines, article outline, SEO
  brief, what to include in a blog post, or how to structure content for a
  keyword. For choosing which topics to write about, see find-keywords.
  For a full site-wide SEO audit, see audit.
metadata:
  version: 1.0.0
---

# Content Brief

Produce a complete, editor-ready content brief covering intent analysis,
competitive SERP review, content outline, E-E-A-T requirements, and SEO targets.

## Before You Start

Gather this context (ask if not provided):

1. **Target keyword or topic.** The primary keyword this content should rank for.
2. **Business context.** What does the company do? What should readers do after reading (sign up, buy, contact)?
3. **Content type preference.** Blog post, landing page, guide, comparison, tutorial?
4. **Audience.** Who is reading this? Beginners, practitioners, decision-makers?

## Step 1: SERP Analysis

Analyze what currently ranks for the target keyword:

1. **Search the keyword** (use web search) and review the top 5-10 results.
2. **Identify the dominant intent.** Are results informational guides, product pages, listicles, tools?
3. **Note the content format.** Average word count, heading structure, use of images/tables/videos.
4. **Find the gaps.** What do all top results cover? What do none of them cover well?

Record:

| Rank | Title | URL | Format | Approx. Length | Unique Angle |
|------|-------|-----|--------|---------------|--------------|
| 1 | ... | ... | guide / listicle / tutorial | ... | ... |

## Step 2: Intent Mapping

Determine the exact user intent and map it to content structure:

- **"How to" intent** → Step-by-step tutorial with numbered sections
- **"What is" intent** → Definition + context + examples + next steps
- **"Best X" intent** → Curated list with comparison criteria and recommendations
- **"X vs Y" intent** → Side-by-side comparison table + verdict
- **"Review" intent** → Hands-on evaluation with pros/cons/alternatives

The content structure must match what the searcher expects to find.

## Step 3: Content Outline

Build a detailed outline with:

### Title Options (2-3 variants)

Select the formula that matches the content type:

| Content Type | Formula | Example |
|-------------|---------|---------|
| How-to / Tutorial | "How to [Goal] in [Timeframe]" | "How to Fix Crawl Errors in 30 Minutes" |
| How-to (objection) | "How to [Goal] Without [Objection]" | "How to Build Links Without Cold Outreach" |
| Listicle | "[N] [Adjective] [Topic] [Qualifier]" | "9 Proven Link Building Strategies for SaaS" |
| Comparison | "[A] vs [B]: Which Is Better for [Goal]?" | "Ahrefs vs SEMrush: Which Is Better for Keyword Research?" |
| Definition | "What Is [Topic]? [Short Clarifier]" | "What Is Topical Authority? How It Affects Rankings" |
| Ultimate guide | "The [Complete/Definitive] Guide to [Topic]" | "The Complete Guide to Technical SEO" |
| Mistakes | "[N] [Topic] Mistakes [Consequence]" | "7 Internal Linking Mistakes That Kill Rankings" |

**CTR boosters** — test adding these elements:

| Element | Expected CTR Impact |
|---------|-------------------|
| Add a number | +15-25% |
| Add current year | +10-15% |
| Add brackets or parentheses | +10-38% |
| Add a power word (Proven, Essential, Ultimate) | +5-12% |

**Rules:**
- Include the primary keyword
- Keep under 60 characters (55 for mobile safety)
- Use odd numbers in listicles (they outperform even)
- Rewrite if CTR is below 2% at positions 1-3 or below 5% at positions 4-10

### Meta Description

Select a template and adapt:

| Content Type | Template |
|-------------|---------|
| Blog / Guide | "Learn [topic] with our [qualifier] guide. Covers [point 1], [point 2], and [point 3]. [CTA]." |
| Question-answer | "[Question]? This [year] guide explains [what], [why], and [how]. Get actionable tips now." |
| Listicle | "Discover [N] [adjective] [topic] strategies that [result]. Backed by [proof element]. Read the guide." |
| Comparison | "[A] vs [B]: which is better for [use case]? We compared [criteria]. See the winner + detailed breakdown." |
| Product/Service | "[Product] helps you [benefit]. [Feature 1], [Feature 2], [Feature 3]. [Price/offer]. [CTA]." |

**Rules:**
- 150-160 characters (aim for 140-155 for mobile safety)
- Include the primary keyword naturally
- End with a clear value proposition or call to action
- Add numbers or statistics where possible (+5-15% CTR boost)

### Heading Structure
Map out every H2 and H3 with brief guidance for each section:

```
H1: [Title]
  H2: [Section 1] — what to cover, target length
    H3: [Subsection] — specific points
  H2: [Section 2] — what to cover
  ...
  H2: FAQ — 3-5 questions from People Also Ask
```

### Key Points Per Section
For each H2 section, specify:
- The main point to make
- Data or examples to include
- How this section differs from competitor coverage
- Internal link opportunities (link to related pages on the site)

## Step 4: E-E-A-T Requirements

### YMYL Check

First, determine if the keyword falls into "Your Money or Your Life" territory (health,
finance, legal, safety). YMYL topics trigger elevated E-E-A-T requirements from Google:

- **YMYL keywords** require: named author with verifiable credentials, citations to official
  sources (.gov, .edu, professional bodies), clear disclosure of affiliations, and medical/
  legal/financial review where applicable.
- **Non-YMYL keywords** still benefit from E-E-A-T but don't require the same rigor.

### Author Qualification

Specify what credentials the author needs for this topic:

| Topic Type | Author Requirement |
|-----------|-------------------|
| YMYL (health, finance, legal) | Licensed professional or verifiable expert with public credentials |
| Technical (code, engineering) | Demonstrated practitioner experience (portfolio, GitHub, publications) |
| Business/marketing | Industry experience or named case studies |
| General informational | Byline with bio is sufficient |

### Evidence Floor

Set the minimum evidence bar for this piece:

| Content Type | Minimum Sources | Source Tier Requirement |
|---|---|---|
| Research/data-driven | 5+ citations | At least 2 primary sources (official docs, studies, .gov/.edu) |
| How-to / tutorial | 2-3 citations | Official documentation for tools/methods referenced |
| Opinion / thought leadership | 3+ citations | Data to support each major claim |
| Comparison / "best X" | 1 per item reviewed | First-hand testing evidence for each |

### E-E-A-T Signals

Specify what the content needs:

- **Experience:** First-hand examples, case studies, screenshots, "we tested this" statements
- **Expertise:** Cite specific data, reference industry standards, show depth beyond surface-level
- **Authoritativeness:** Link to authoritative external sources, reference recognized frameworks
- **Trustworthiness:** Include dates, update frequency, author bio, transparent methodology

### E-E-A-T Priority by Content Type

Different content types weight E-E-A-T signals differently. Focus effort where it matters most:

| Content Type | Experience | Expertise | Authority | Trust | Top Priority |
|-------------|-----------|-----------|-----------|-------|-------------|
| Product review | Critical | High | Medium | High | Experience — hands-on testing evidence |
| How-to guide | High | Critical | Medium | High | Expertise — demonstrate deep knowledge |
| Research/data | Medium | Critical | Critical | Critical | Authority + Trust — sourced data, methodology |
| Opinion piece | Critical | High | High | Medium | Experience — personal credentials and POV |
| Comparison | High | High | Medium | Critical | Trust — unbiased criteria, transparent methodology |
| News/reporting | Medium | Medium | Critical | Critical | Authority — recognized source, editorial standards |

### Content Quality Checklist (Top Priorities)

For every piece, verify at minimum:

- [ ] Author identified with relevant credentials visible on page
- [ ] At least 1 first-hand experience element (case study, screenshot, "we tested")
- [ ] All statistics have named sources and dates
- [ ] At least 2 references to primary sources (not just other blog posts)
- [ ] Published date visible; content updated within 18 months
- [ ] No unsupported superlatives ("best", "fastest", "most effective") without evidence

## Step 5: SEO Targets

| Element | Target |
|---------|--------|
| Primary keyword | [keyword] |
| Secondary keywords | [2-3 related terms] |
| Word count range | [min-max based on SERP analysis] |
| Internal links to include | [list specific pages to link to] |
| External links to include | [types of sources to cite] |
| Images/media | [count and types: screenshots, diagrams, tables] |
| Featured snippet target | [yes/no — if yes, which format: paragraph, list, table] |

## Step 6: Differentiation Angle

The brief must specify what makes this piece better than what already ranks:

- **More current:** Updated data, recent examples
- **More practical:** Templates, checklists, step-by-step screenshots
- **More comprehensive:** Covers subtopics competitors skip
- **More specific:** Targets a niche the broad pieces miss
- **Original data:** Survey results, internal data analysis, expert quotes

Pick 1-2 angles. Trying to win on all dimensions produces generic content.

## Output Format

### Content Brief: [target keyword]

**Overview**
- Target keyword: [keyword]
- Search intent: [type]
- Content format: [blog post / guide / comparison / etc.]
- Target word count: [range]
- Target audience: [who]
- Business goal: [what readers should do after]

**SERP Competitive Landscape**
[Table from Step 1]

**Title Options**
1. [option 1]
2. [option 2]
3. [option 3]

**Meta Description**
[150-160 char description]

**Content Outline**
[Full heading structure with guidance per section]

**SEO Targets**
[Table from Step 5]

**E-E-A-T Checklist**
- [ ] First-hand experience demonstrated
- [ ] Expert-level depth on core topic
- [ ] Authoritative sources cited
- [ ] Trust signals included (dates, author, methodology)

**Differentiation**
[What makes this piece better than current top results]

---

> **Pro Tip:** Use the free [Keyword Density Analyzer](https://seojuice.com/tools/keyword-density/)
> and [TF-IDF Tool](https://seojuice.com/tools/free-tf-idf-tool/) to benchmark competitor
> content depth for your target keyword. SEOJuice MCP users can run `/seojuice:keyword-analysis`
> for search volume and difficulty, and `/seojuice:content-strategy` to check if the topic
> fits an existing cluster or fills a content gap.