DIY Content Creation Handbook

Use when

• Generates a complete DIY content creation handbook for clients who want to manage some or all of their own content after the initial strategy engagement. Invoke when the user says "write a DIY content guide", "create a self-managed content handbook", "the client wants to manage their own content", or when a handover guide is needed at the end of a strategy engagement. Output is a self-contained reference document — not a training presentation — that the client keeps and uses independently.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

How to Use This Skill

Collect the Required Input below. Generate each section in full, substituting all bracketed placeholders with the client's specific details. Write in a warm, jargon-free tone — this document is used by business owners and staff who are not marketing specialists. The client will refer to this independently after handover.

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Required Input

Ask for the following before generating the handbook:

• Client name — trading name of the business
• Industry — sector (e.g. retail, food and beverage, professional services)
• Country / city — default Uganda/East Africa
• Primary goal — what the client wants to achieve through DIY content management
• Platforms used — which platforms the business is active on
• Scheduling tool name — e.g. Buffer, Hootsuite, or Meta Business Suite
• Content calendar location — folder link, Google Drive path, or shared drive name
• Consultant contact details — name, WhatsApp number, email address
• Brand voice 3 words — the three tone descriptors from the brand voice guide
• Banned vocabulary list — words or phrases not to use in captions
• Standard hashtag set — the agreed hashtag bank from the hashtag strategy

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Output: Complete DIY Handbook

Generate the cover page and all seven sections in full. Tone: friendly, clear, encouraging. Assume the reader is capable but not a social media specialist.

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Cover Page

[Client Name] — DIY Content Creation Handbook Your guide to managing your own social media content Prepared by: [Consultant Name] Handover Date: [Date]

Keep this document accessible — print it or save it to your phone. Refer to it whenever you are unsure.

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Section 1: How to Use Canva for Social Media Graphics

Canva is a free design tool that lets you create professional-looking graphics without any design experience. Use it for every graphic you create.

Setting Up Your Account

1. Go to canva.com and create a free account using your business email
2. Once logged in, go to Brand Kit (left sidebar) — this is where you save your brand assets so every design stays consistent:
   • Upload your logo (PNG with transparent background, if you have it)
   • Add your brand colours using the hex codes: [insert brand colour hex codes]
   • Select your brand fonts: [insert primary font name] for headings, [insert secondary font name] for body text

Correct Template Sizes by Platform

Platform	Format	Dimensions
Instagram square post	Image post	1080 × 1080 px
Instagram portrait post	Image post	1080 × 1350 px
Instagram Story / Reel cover	Vertical	1080 × 1920 px
Facebook post	Image post	1200 × 630 px
Facebook Story	Vertical	1080 × 1920 px
LinkedIn post	Image post	1200 × 627 px
TikTok cover	Vertical	1080 × 1920 px
WhatsApp Status	Vertical	1080 × 1920 px
YouTube thumbnail	Landscape	1280 × 720 px

In Canva: click Create a design → Custom size → enter the dimensions above.

Staying On-Brand

• Always apply your Brand Kit colours — do not use random colours from Canva's default palette
• Use [primary font] for all headings. Use [secondary font] for supporting text
• Place your logo on every graphic — bottom right corner is the standard position
• If a template does not use your brand colours, change every colour element before publishing

Editing a Template

1. Search for a template that suits the content type (e.g. "product promotion", "quote", "announcement")
2. Click on each text element and replace with your own copy
3. Click on any image and select Replace to swap it for your own photo
4. Adjust colours to match your brand kit using the colour picker

Exporting Your Design

• Click Share → Download
• Format: JPG for photo-heavy graphics; PNG for graphics with text, logos, or transparent elements
• Quality: select 2× if the option appears — this doubles the resolution

Canva Do's and Don'ts

Do	Don't
Use your brand colours on every graphic	Use random colours from Canva's default palette
Keep text under 6 words on image graphics	Overload a graphic with paragraphs of text
Use your own photos where possible	Rely entirely on Canva's stock library
Stick to 2 fonts maximum	Use 3 or more different fonts in one design
Keep layouts clean and uncluttered	Add too many elements — it looks busy

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Section 2: How to Film and Edit Short Videos on a Smartphone (CapCut Workflow)

CapCut is free, works on Android and iOS, and is widely used across East Africa. Use it for all short video content — Reels, TikToks, Facebook videos, and WhatsApp Status videos.

Getting Started

1. Download CapCut from the Google Play Store or Apple App Store — it is free
2. Open CapCut → tap New Project → select the video clips or photos from your gallery
3. CapCut will import your footage into the editing timeline

Basic Edit: 5-Step Workflow

Step 1 — Trim your clips Tap on a clip in the timeline. Drag the white handles at each end to trim the start and end. Remove any footage where you are still setting up or winding down.

Step 2 — Arrange your sequence Press and hold a clip to drag it to a different position. Put your strongest or most interesting moment first.

Step 3 — Cut silences Watch through and identify any long pauses. Split the clip at the pause (tap the clip → Split) and delete the silent section.

Step 4 — Add captions Tap Text → Auto Captions. CapCut will transcribe the speech automatically. Review every line — correct any errors before exporting. Captions make videos accessible and significantly improve watch time.

Step 5 — Add music Tap Audio → Sounds → browse CapCut's built-in library. Select royalty-free music only — do not use songs from Spotify, YouTube, or personal music apps as this creates copyright issues when publishing. Set the music volume to approximately 20% so it does not overpower the speaking voice.

Transitions

Use simple cuts between clips — this is the professional standard. Do not use animated transitions (wipes, spins, glitches) unless the brand tone specifically calls for high-energy content.

Export Settings

Tap Export (top right) → select 1080p resolution → MP4 format → tap the export button. Wait for the file to save to your gallery before closing the app.

Platform Export Guide

Platform	Orientation	Dimensions	Notes
TikTok	Portrait (vertical)	1080 × 1920	Native format — no cropping needed
Instagram Reels	Portrait (vertical)	1080 × 1920	Same as TikTok export
Instagram Stories	Portrait (vertical)	1080 × 1920	Keep under 15 seconds per clip
Facebook	Landscape (horizontal)	1920 × 1080	Or portrait — both work
YouTube	Landscape (horizontal)	1920 × 1080	Never upload vertical to YouTube
WhatsApp Status	Portrait (vertical)	1080 × 1920	Keep under 30 seconds

In CapCut, set the canvas ratio at the start of a new project: tap the ratio icon → select 9:16 (vertical) or 16:9 (horizontal) before importing footage.

5-Step Video Edit Checklist

• Footage imported and timeline arranged
• Clips trimmed — no dead air at start or end
• Auto-captions generated and reviewed for errors
• Royalty-free music added at 20% volume
• Exported at 1080p MP4 in the correct orientation

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Section 3: How to Use the Content Calendar

Your content calendar is the plan for what to post and when. Refer to it every week.

Where to Find It

[Insert: folder name / Google Drive link / shared drive path — fill in at handover]

How to Read the Calendar

Each row in the calendar contains:

Column	What It Means
Platform	Which social media platform this post is for
Week	The week in the month (Week 1, Week 2, etc.)
Content type	Image, video, carousel, story, text post, broadcast
Content pillar	Which content theme this falls under
Topic / Brief	A 2-sentence description of what the post covers

When You Create a Piece of Content

1. Tick the row as complete in the calendar
2. Note the date you created it
3. Send it for scheduling via the agreed workflow

If You Cannot Create a Piece of Content That Week

Do not leave a gap in your posting schedule — a blank week reduces reach on most platforms. Instead:

1. Note the reason in the calendar (e.g. "team unavailable — market week")
2. Skip to the next planned post
3. Replace the missed post with a simpler piece of content — a text post, a quote graphic, or a reshare of a top-performing older post

How to Add Your Own Content Ideas

Go to the Ideas Bank tab in the calendar. Add a new row using this format:

Date added	Platform	Content type	Topic idea	Why now / reason
[date]	[platform]	[type]	[brief description of the idea]	[seasonal hook / customer question / trending topic]

Monthly Review

At the end of each month, before planning the next month:

1. Open your platform analytics (see Section 6)
2. Note the 3 posts with the highest reach or engagement
3. Note any posts that performed poorly — below your average reach
4. Add these observations to the Monthly Notes tab in the calendar
5. Use them to inform next month's content mix — do more of what worked

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Section 4: How to Write Captions Using the Brand Voice Guide

Your brand voice is: [Brand Voice Word 1] / [Brand Voice Word 2] / [Brand Voice Word 3]

Every caption you write should sound like these three words. If a caption draft does not feel right, check it against them before publishing.

The Caption Formula

Every caption — regardless of platform — follows the same structure:

1. Hook (Line 1) The first line must make someone stop scrolling. Options:

• A direct question your audience is already asking themselves
• A surprising fact or statistic
• A bold statement that challenges a common assumption
• A relatable situation ("You know that feeling when…")

Do not start with "We are pleased to announce" or the business name — this is what everyone else does.

2. Body (Lines 2–4) Two to four sentences. One idea per sentence. Answer: what is this post about, and why does it matter to the reader? Write for the reader's benefit — not to talk about the business.

3. Call to Action (Final line) One clear action only. Do not give multiple options in the same caption.

Examples of clear CTAs:

• "Comment below with your answer"
• "Send us a message on WhatsApp — link in bio"
• "Visit us at [location] this weekend"
• "Tag someone who needs to see this"

4. Hashtags Paste the standard hashtag set below the caption. Swap out 2–3 hashtags per post for ones that are relevant to the specific topic.

Standard hashtag set: [insert standard hashtag set from hashtag strategy at handover]

Caption Writing Checklist

Before submitting any caption for approval, check:

• Does the first line make me want to keep reading?
• Is it written for the audience — does it speak to their world or solve their problem?
• Is there exactly one CTA — not two?
• Does it sound like our brand? (Check against the 3 tone words)
• British English spelling throughout?
• Does it avoid banned words? ([insert banned vocabulary list at handover])
• Is it the right length for the platform? (See caption length guide below)

Caption Length Guide

Platform	Ideal length	Notes
Instagram	125–150 characters for reach; up to 300 for educational posts	Hook must appear before "more" cut
Facebook	40–80 characters for highest reach; up to 250 for stories	Keep it shorter than you think
LinkedIn	150–300 words for engagement	First 2 lines carry all the weight
TikTok	100–150 characters	Caption is secondary to the video
WhatsApp broadcast	Under 150 words	Read on mobile — keep paragraphs short

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Section 5: When and How to Boost Posts

Boosting a post means paying to show it to more people than your organic reach would reach. It is not the same as running a full advertising campaign — keep it simple.

When to Boost

Boost posts that are already performing well organically. A post with existing likes, comments, or shares will generate better results from a boost than a post that has had no engagement. Boost your winners — not your weak posts.

Recommended Budget

Start with UGX 50,000–100,000 (approximately $14–28 USD) per boost, run for 5–7 days. This is sufficient to meaningfully extend your reach without overspending on a single post.

Targeting Settings

When setting up a boost, select:

• Location: [client's city / region — e.g. Kampala, Central Uganda]
• Age range: [insert primary persona age range, e.g. 22–40]
• Interests: select 3–5 topics relevant to your audience (e.g. for a restaurant: dining out, food, Kampala lifestyle)

Choosing the Right Objective

If your post is meant to…	Choose this objective
Reach more people and get reactions/shares	Engagement
Drive WhatsApp enquiries	Messages
Send people to your website	Website traffic

Duration

5–7 days per boost is sufficient. Longer does not necessarily produce better results.

What NOT to Do

• Do not boost every post — it dilutes your budget and reduces the impact of each boost
• Do not boost without selecting a specific target audience — untargeted boosts waste money
• Do not boost without notifying [Consultant Name] — contact details in Section 7

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Section 6: How to Read Platform Analytics

You do not need to become a data analyst. You need to notice 3 things: is reach going up, staying flat, or going down?

Facebook Insights

Go to your Facebook Page → tap Insights (or Professional Dashboard on mobile).

Metric	What It Means
Reach	How many individual people saw a post
Engagement	Total reactions + comments + shares
Top posts	Which posts reached the most people this period

Instagram Insights

Go to your profile → tap the Insights button (available on Business or Creator accounts).

Metric	What It Means
Reach	Unique accounts that saw the post
Impressions	Total number of times the post was displayed (one person can count multiple times)
Saves	People who saved the post — the highest-value signal on Instagram
Profile visits	How many people visited your profile after seeing the post

WhatsApp Business

Open WhatsApp Business → Settings → Business Tools → Statistics.

Metric	What It Means
Status views	How many contacts viewed your Status update
Messages received	Total inbound messages
Catalogue views	How many people viewed your product catalogue

TikTok Analytics

Go to your profile → tap the ≡ menu → Creator Tools → Analytics.

Metric	What It Means
Video views	Total views across all content
Followers gained	Net new followers in the period
Completion rate	What percentage of viewers watched to the end — aim for above 50%

YouTube Studio

Open YouTube Studio → Analytics.

Metric	What It Means
Views	Total video views
Watch time	Total hours watched — the primary metric YouTube uses to promote content
Top videos	Your best-performing content in the period

What to Do With the Numbers

• Numbers going up: keep doing what you are doing — note what changed
• Numbers flat: try a different content type or topic
• Numbers going down: review the last 4 posts — what changed? Note it for the monthly review

When to Call the Consultant

Contact [Consultant Name] immediately if:

• Reach drops by more than 30% in one week and you cannot identify the reason
• You receive a negative comment that is attracting significant public attention
• A journalist or media organisation contacts you via social media
• A post receives an unusual volume of negative reactions
• You are unsure whether it is appropriate to publish something sensitive

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Section 7: When to Call the Consultant for Support

You are capable of managing your day-to-day content independently. The situations below are ones where you should contact [Consultant Name] before acting.

Always Call the Consultant When:

• Any post goes viral with negative attention or a complaint is escalating publicly
• A journalist, blogger, or media outlet contacts the business via social media
• You want to run paid advertising beyond a simple post boost
• You are launching on a new platform not covered in this handbook
• The business is going through a significant change: new product launch, new branch, rebrand, change in ownership, or closure of a service
• Your monthly metrics have declined consistently for 2 or more months in a row
• You are unsure about the appropriateness of a piece of content (political, sensitive, controversial)

Consultant Contact

Name: [Consultant Name] WhatsApp: [WhatsApp number] Email: [Email address] Available: [Hours and days — e.g. Monday to Friday, 8am–6pm EAT] Response time: [e.g. within 4 business hours for non-urgent enquiries]

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Quality Criteria

• All bracketed placeholders are replaced with the client's specific details — no generic text remains
• Platform template sizes in Section 1 are accurate and include all platforms the client uses
• Brand voice words, banned vocabulary, and hashtag set are inserted into Sections 4 and the caption checklist
• Content calendar location in Section 3 is filled in with the actual link or folder path
• Consultant contact details in Section 7 are complete and correct
• Tone is warm and encouraging — appropriate for a non-specialist business owner
• British English spelling throughout
• Handbook is self-contained — the client can use it without additional explanation from the consultant