Content Development Policy
Standard process for producing strategic collateral
Applies to: Case Studies, Templates, Offer Pages, Information Memorandums, and Website Campaign Pages
Purpose
This policy defines the standard process for producing strategic collateral at Eddy.
It ensures:
- Structure before aesthetics
- Intent before execution
- Constraints before expansion
- Consistency across all public-facing material
All qualifying collateral follows this process unless explicitly agreed otherwise.
The Standard Process
1. Research
Goal: Understand what works and define the ideal version of the artefact.
We research strong examples (often using LLM-assisted pattern analysis) to:
- Identify high-performing structures
- Understand emotional and intellectual journey
- Extract recurring patterns
- Clarify the strategic purpose of the artefact
At the end of this phase, we must be able to describe the platonic version of the artefact — what it is and what it must achieve.
Deliverables:
- Figma research board with imported examples
- Links to source materials
- Articulated platonic artefact
- Loom walkthrough explaining reasoning
2. Structure
Goal: Define layout before writing or polishing.
We translate research into:
- Page or section order
- Layout rhythm
- Density and whitespace decisions
- Zones for copy and imagery
Copy remains placeholder.
Deliverable:
- Lo-fi structural mockup in Figma
- Clear layout zones
Structure constrains what comes next.
3. Constrained Build
Goal: Lock structure and fill it intentionally.
This phase is intentionally design-restricted.
We:
- Insert real copy
- Insert reference imagery
- Define character constraints
- Clarify the purpose of each section
- Identify required assets
Deliverables:
- Lo-fi mockup with real copy and reference imagery
- Asset Register listing all required media
The Asset Register becomes the backlog for production.
4. Production
Goal: Produce and implement all required assets.
This includes:
- Imagery
- Diagrams
- Video
- Supporting documents
- Visual refinements
For web-based outputs, this phase may also include:
- Responsive implementation (mobile-first)
- Technical proof of concept
- Layout adjustments required by real-world constraints
Structure should not change without alignment.
5. Staging
Goal: Assemble the complete artefact in near-final form.
This is where:
- Final assets are integrated
- Layout is polished
- Responsive behavior is verified
- PDFs are assembled
- Web pages are prepared in staging
The artefact should now be functionally complete.
6. Final Review
Goal: Ensure strategic, structural, and quality alignment.
Review includes:
- Strategic clarity
- Intentionality preserved
- Tone alignment
- Legal alignment (if relevant)
- Brand consistency
- Technical correctness
No new structural changes at this stage.
7. Publish
Goal: Release the artefact.
- Deploy website pages
- Export and distribute PDFs
- Move ticket to Done
Core Principles
- Structure before aesthetics.
- Layout constrains copy.
- Media follows structure.
- No skipping phases without explicit agreement.
- Staging precedes publishing.
Why This Matters
Without this structure:
- Copy expands uncontrollably.
- Design becomes reactive.
- Media gets reworked.
- Teams waste cycles.
With it:
- Outputs are intentional.
- Collaboration is smoother.
- Artefacts are stronger.
- Quality compounds over time.