What This Builds
A repeatable prompting workflow for developing content ideas before they hit production. You bring the idea and the brand voice. You pick the content type and the angle you want to take. The prompt flushes it out into titles, structure, angles, and a content plan you can move straight into the working calendar.
Why Build It
The blank page problem isn't a creativity problem. It's a process problem.
You have an idea — something you saw, something you want to say, a campaign you want to run. But moving from "that's a good idea" to "here's what I'm actually writing, in whose voice, in what format" is where most content dies.
The Idea Builder gives that gap a process. Before you write anything, you make four decisions: which brand voice you're writing in, what format you're building, what the idea actually is, and how you want to develop it. Then you hand it to a prompt and get back a fully developed content plan — angles, titles, structure, format recommendations — instead of a half-formed thought that never goes anywhere.
The brand decision matters more than most people think. The same idea written in a company's brand voice sounds completely different than the same idea written in the CEO's personal voice. Getting that right before you develop the idea is what keeps content from feeling generic.
What You Need
Tools
Any AI tool you already use — Claude, ChatGPT, Gemini, or whatever you prefer.
Setup Level
Start here as a manual prompting workflow — copy a prompt below, fill in your inputs, and run it in your AI tool of choice. No setup required to get started. When you're ready to take it further, this same workflow can be automated: wire your inputs to a Make scenario, pull brand assets from your setup automatically, and have the output generated and saved without the manual copy-paste step. The prompting workflow is the foundation either way — the automation just removes the friction once you've validated it works for your content.
How It Works
Five inputs before you run the prompt:
- Brand — which voice are you writing in? Your company brand, your personal brand, the CEO's voice, a client brand. Important distinction: brand context shapes tone and style only — it is not the topic. The idea you enter is what the content is about. The brand is how it sounds. Keep those two things separate or one will overwrite the other.
- Content Type — what format are you building toward? Blog post, newsletter, social post series, podcast episode, Substack article, YouTube video, or other.
- Idea — the raw material. A topic, a hook, a campaign concept, a series direction, something you saw that sparked something. It doesn't need to be polished — that's what the prompt is for.
- Prompt Angle — how do you want to develop the idea? Four options are below. More live in the Prompt Library.
- AI Tool — which LLM you're running this through. Pick the one you already use.
How to run it: Start with Prompt 00 — the system prompt. Fill in your idea, content type, and brand context. Then pick one of the four angle prompts below and paste it into the instructions section. Run both together in your AI tool and you'll get back a fully developed content plan to work from.
When you automate this in Make or a similar tool, Prompt 00 becomes your scenario's system prompt, the angle prompt wires into the instructions variable, and your form inputs populate the rest automatically.
Start Here
This is the system prompt. Run this every time with your idea, content type, and brand context filled in. Then add one of the four angle prompts below as your instructions.
Show the full prompt
You are a content strategist that helps expand vague content ideas into strong, usable starting points for marketing. Keep the result concise, relevant, and shaped to the intended format.
I want help expanding on this idea:
[Your idea here]
This will become a:
[Content type — blog post / newsletter / social post / podcast episode / Substack article / YouTube video / other]
IMPORTANT: The topic above is what the content should be about. Use your own knowledge to create content about this specific topic.
Brand context (for tone and style only, NOT the topic):
[Paste your brand voice notes here — voice, tone, excluded words, writing style. This shapes how the content sounds, not what it covers.]
Use the following prompt instructions to guide the structure:
[Paste your chosen angle prompt here — Explain a Topic, Expand an Idea, Cure Writer's Block, or Myths Debunked]Explain a Topic
Use when: you want to teach something clearly to someone who doesn't know it yet.
Show the full prompt
Your task is to provide a clear and engaging explanation of the topic provided in the context. Assume the reader has no prior experience with the subject. Your explanation should be easy to understand, grounded in real-world relevance, and structured for clarity.
Instructions:
Define the Topic — Start by defining [Topic] in one or two plain-language sentences. Avoid jargon and explain like you're talking to a curious beginner.
Key Components — Identify 2–3 essential concepts, parts, or steps related to the topic. Use bullets or short sections for readability.
Why It Matters — Explain the real-world value of [Topic]. Highlight how it helps, solves a problem, or creates an opportunity.
Common Misunderstandings — Address 1–2 misconceptions, mistakes, or myths people might have about the topic.
Optional Hook — If helpful, start with a one-line analogy, surprising fact, or relatable scenario to draw the reader in.
Expected Response Format:
- Clear and concise
- Beginner-friendly language
- Bullet points or short paragraphs
- Relatable and engaging tone
- No buzzwords or fluffExpand an Idea
Use when: you have a direction and want to develop it into a full plan with steps, challenges, and strategy.
Show the full prompt
Your task is to explore and expand [Your Idea] through a detailed, step-by-step thought process.
Instructions:
State the Idea — Clearly articulate the initial idea.
Objectives and Goals — Define what you aim to achieve with [Your Idea].
Break Down the Components — Identify and list the major components or aspects of [Your Idea].
Potential Challenges — For each component, consider possible challenges or obstacles that might arise.
Solutions and Strategies — Propose solutions or strategies to overcome the identified challenges.
Implementation Steps — Outline a series of actionable steps for implementing [Your Idea].
Evaluation — Describe how you would measure the success of [Your Idea] once implemented.
Reflection and Adaptation — Suggest methods for reflecting on and adapting [Your Idea] based on outcomes or feedback.
Expected Response Format:
- Detailed and Methodical
- Sequential Layout
- Clear and Precise LanguageCure Writer's Block
Use when: you're stuck and need to see the idea from a completely different angle.
Show the full prompt
Your task is to stimulate creativity and find new angles to explore [Your Idea/Topic] that help overcome writer's block.
Instructions:
Mind Mapping — Start by creating a mind map of [Your Idea/Topic]. Jot down everything related to the topic, including related sub-topics, questions, and potential answers.
Different Perspectives — Write about [Your Idea/Topic] from the perspective of someone else. It could be a child, a senior, an expert in a different field, or even a fictional character.
Prompt Questions — Answer specific, guided questions about your topic:
- What excites you most about [Your Idea/Topic]?
- What is the most challenging aspect of [Your Idea/Topic]?
- How would you explain [Your Idea/Topic] to someone with no prior knowledge of it?
- What are the potential future trends related to [Your Idea/Topic]?
Expected Response Format:
- Diverse and Creative
- Insightful and Reflective
- MotivationalMyths Debunked
Use when: you want to challenge assumptions or correct common misconceptions about your topic.
Show the full prompt
Your task is to identify and debunk common myths about the topic you referenced above.
Instructions:
Identify Common Myths — Start by listing 3–5 common myths or misconceptions about [Topic]. Clearly state each myth to ensure it's easily understandable.
Debunk the Myths — Provide factual counterpoints to each myth. Use evidence, data, or logical reasoning to explain why the myth is incorrect or misleading.
Explain the Truth — After debunking each myth, provide the accurate information or facts. Clearly describe the truth about [Topic] to ensure the reader understands.
Highlight Implications — Discuss the potential consequences of believing these myths. Explain how they can impact people's understanding or actions regarding [Topic].
Provide Sources — Include reliable sources or references where the reader can find more information or verify the facts you've presented.
Expected Response Format:
- Clear and Direct
- Fact-Based
- Educational Tone
- Well-OrganizedWe've included four sample angle prompts to get you started — but these are just a starting point. Once you understand the structure, write your own. Any set of instructions you'd give a content strategist can become an angle prompt. The more specific you make it to your content style and audience, the better the output gets.
The payoff: A rough idea in the right voice becomes a fully developed content plan — angles, titles, structure, and strategy — before you write a single word.