O chat editorial em funcionamentoPlanning a 20-day content cycle
The planning followed the stories. Click the screenshot to enlarge.
Case 01 / ALMA
What if readers saw themselves in the story, instead of admiring the storyteller?
ALMA began as a product idea during six months in Bali: cold brew e energy balls, inspired by café culture in Australia and Indonesia. Without the setup to make the products yet, I started with the brand story. I created an Instagram account and began writing again.
01 / O desafio
How to write about Bali without turning it into a travel diary
The biggest risk was falling into the cliché of “olha onde eu estou”. Guiado pelo conceito de StoryBrand, I kept coming back to the idea that the customer is the main character, not the brand. ALMA also didn’t need to sound like another wellness brand promising balance. We wanted real experiences, without turning every post into a life lesson.
“The calendar came after the stories, nunca antes.”
02 / Como funcionava
From observation to the content calendar.
The story always came first: a conversation at the counter, a scene at the beach, an everyday contradiction. I wrote the first draft while the memory was still fresh.
Then I started using Claude as an editorial partner. I built a filtro editorial de 10 camadas que questionava rigorosamente cada texto:
- Does this feel lived-in or manufactured?
- Is there an unnecessary takeaway or a preachy ending?
- Does the voice feel true to the brand?
When the feed started feeling too uniform, I created a second prompt to balance themes, formats, and intensity, mixing longer narrative posts with lighter content.
The calendar as a tool, not a ruleReviewing the mix of themes and formats
Spacing, gaps, and contrast between posts — without forcing every story into the same template.
03 / Behind the scenes
An editor I had to learn to disagree with.
I built an editorial review process in Claude to question my drafts. It looked at human observation, brand alignment, and restraint, highlighting what worked, what didn’t, and where to revise.
In a story about a fishing village in Bali, my first draft ended by explaining that rest isn’t wasted time. The review pointed out that the story had already said enough.
Cortado
“That pause isn’t wasted time; it’s time you get back to be fully present for whatever comes next…”Original ending
Ficou
“Watching children ride their bikes as the neighborhood carried on.”Revised ending
We cut the last paragraph. The scene stayed. The lesson went.
01
The review in action.
The screenshots below show the review process for that draft. What matters here isn’t the caption itself, but the approach: clear criteria, reasons, and suggestions I could accept or challenge.
02
A second review, using the same criteria.
After editing, the system reviewed the text again. The scores were internal reference points, not objective measures of quality. I wanted to understand why por que the assessment had changed.
O limite do sistema
When the framework got in the way.
Months later, the framework became part of the problem. When the project needed product-focused posts, it rejected almost everything. I had to challenge it and adjust the criteria.
04 / O que aconteceu
A small account. Some stories traveled further.
The account had 274 followers in the reference screenshot. Some posts reached well beyond that audience, mostly organically, while the products were still in development.
Why are surfers always in a hurry?
2.257
views
7.286
de alcance
93
interactions
I’m taking a few days off surfing
85
interactions
65
contas engajadas
61,4%
of interactions came from non-followers
The walk to yoga
836
views
12
comments
69,8%
of views came from non-followers
Figures from ALMA’s Instagram screenshots.
05 / O que ficou
Writing as a laboratory.
ALMA is still a work in progress. It brought me back to writing, gave me room to test formats, develop an editorial voice, and learn to use AI with more judgment.