Content Type Catalog v1

Punctuation note: Per voice rule R17, this document uses no em-dashes (U+2014) and no en-dashes (U+2013). Hyphens for compounds only. Commas, semicolons, colons, parentheses, and rephrasing replace what AI tooling would normally render as long dashes.

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1. Overview

This catalog is the canonical source of truth for ZenCleanz Content Types. It is anchored in Daniel's 2026-04-30 docx and screenshots, which replaced the prior generic 13-CT axis (CT1 to CT13) used through v0.1 to v0.4 of the Content Creation AI Agent system.

What this catalog covers:

1. The 12 ZenCleanz-specific Content Types, in canonical screenshot order (CT01 through CT12).
2. The 12-CT by 5-owner matrix that ties each CT to its primary owner(s).
3. Governance rules (verbatim from screenshot and docx) that overlay the matrix.
4. The relationship between CTs and the 24 durable voice rules (R1 to R24).

What this catalog does NOT cover:

1. Voice craft rules. Those live in [[memory/feedback_zc_voice_craft]] and apply on top of every CT here.
2. The five-stage process flow (Content Requirements, Content Direction, Content Production, Content Management, Social Media Management). That flow is in the v0.5 contract section 5.
3. The May 2026 publishing calendar. That cadence is in the v0.5 contract section 7.
4. The owner roster, full org chart, and role-by-role responsibilities. Those are in the v0.5 contract section 4 and in [[CLAUDE]] section 2.

Old 13-CT files in agents/shared-training/content-types/ carry a DEPRECATED banner and remain on disk as voice-training reference. They are no longer the CT axis.

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2. The 12 Content Types

CTs are listed in screenshot order. For each CT: name, primary owner(s) per the matrix, description (synthesized from screenshot and docx), example formats, key platforms, anti-patterns.

CT01. ZC System

Primary owner(s): ALICE, ZUMAN

Description: Educational content that teaches the ZenCleanz operating system itself. The five drainage pathways framework, the detox map, the three levels of medicine, and how the products and protocols fit together. Long-form authority pieces plus the structural carousels that simplify them. CT01 is the "system view" CT; CT08 (Detox Knowledge) goes deeper into the detox pillar specifically.

Example formats:

• Long-form video (animation, montage with voiceover, talking heads, interviews).
• Structured carousels (frameworks, step-by-step explanations).
• Educational stills with titles and captions.
• Blog articles authored by Zuman, derived into Alice-led visual education.

Key platforms: YouTube, Instagram (carousels and Reels), Facebook Page, Blog, LinkedIn (selectively).

Anti-patterns:

• No em-dashes (R17). No en-dashes (R17).
• No salesy openers (hook discipline rules).
• No fabricated symptom timelines.
• No "for the reader" CTAs.
• No forced-content moves; let the framework breathe.

CT02. Product

Primary owner(s): GLORIA, ALICE

Description: Content that makes specific ZenCleanz products legible. AMBROSIA, Forgive, Inspire, Flow Bundle, ZenCleanz One, and other SKUs. Bridges atmospheric brand-world visuals (Gloria) with educational explanation (Alice). Product is treated as a tool inside the system, never as a hero of its own; this is consistent with Pillar 5 of [[knowledge-base/04-content-strategy/00-canonical-7-social-media-pillars]].

Example formats:

• Lifestyle and campaign videos.
• Hero stills.
• Unboxing videos.
• Product explainer animations.
• Carousels mapping product to pathway.
• Talking-head product education.

Key platforms: Instagram (Reels, stills, carousels), Facebook Page, Facebook Affiliates (PDFs, sales aids), YouTube, website product pages.

Anti-patterns:

• Bottles, never jars (ZC product fact, see [[memory/feedback_zc_product_facts]]).
• Standing offer is buy-3-bottles 20 percent off; do not invent alternates.
• Ambrosia never paired with coffee.
• No fabricated sourcing claims (no "Bali farm" unless source-backed).
• No salesy openers on educational product posts.
• No em-dashes, no en-dashes.

CT03. Trending health and detox topic

Primary owner(s): ZUMAN

Description: Daniel's reactive and topical commentary on what is happening in the wellness, detox, longevity, and health discourse. Uses ZenCleanz framing to recontextualize what others are saying. This is the CT where ZenCleanz responds to category drift and reframes industry noise.

Example formats:

• Talking-head videos.
• Long-form blogs.
• Facebook group posts.
• Short text posts.

Key platforms: Facebook Page, Facebook Group (FBG), YouTube, Blog, LinkedIn, X.

Anti-patterns:

• No FDA or FTC reframing imported from external research.
• Internal corpus owns "detox," "cleanse," and "DETOX & BEYOND" as language; trust it.
• No hedged language that softens the contrarian position.
• No em-dashes, no en-dashes.

CT04. Testimonials

Primary owner(s): THIFA (LATHIFA)

Description: Community-sourced before-and-after, client stories, transformation journeys. The trust and conversion layer of the funnel. Daiana also handles affiliate-facing testimonial content as part of affiliate training; Thifa owns community testimonials. NOTE: Lathifa / Thifa being the primary owner of CT04 reverses the prior CLAUDE.md note that "Latifa is NOT on podcasts" and re-confirms her on Podcasts, Lives, AMAs, and Testimonials.

Example formats:

• Before-and-after stills and videos.
• Client story videos.
• Transformation journeys.
• Written testimonials and quote stills.
• Live Q&As and AMAs that surface testimonial threads.

Key platforms: Instagram, TikTok, YouTube, YouTube Shorts, Facebook Page, Facebook Affiliates (Daiana's affiliate-facing cuts).

Anti-patterns:

• No fabricated symptoms or hyper-specific timelines (a v0.4 lesson; carries forward into R-set).
• No "for the reader" CTAs; let the story carry the claim.
• No medical promises in copy.
• No em-dashes, no en-dashes.

CT05. Exercise

Primary owner(s): GLORIA, ZUMAN

Description: Movement, qigong, kitchen practices, and other holistic body practices that sit alongside the detox protocols. Zuman covers the "all holistik content (Qigong, Kitchen, etc.)" block from the docx; Gloria provides the visual atmospheric layer.

Example formats:

• Talking-head practice videos.
• On-location movement films.
• Lifestyle stills of practice.
• Daily ritual cuts.

Key platforms: YouTube, YouTube Shorts, Instagram (Reels, stills), Stories.

Anti-patterns:

• No prescriptive medical instructions.
• Atmospheric framing must not slide into stock-fitness aesthetics.
• No em-dashes in titles or captions.

CT06. Company culture

Primary owner(s): GLORIA

Description: Behind-the-scenes from the farm, packaging, employees, factory, and the non-profit foundation. Lifts the brand world Gloria is responsible for into a "company we are" register. Aligns with the Company-Culture-as-Hidden-Curriculum thread in [[knowledge-base/04-content-strategy/00-canonical-7-social-media-pillars]] (culture is transversal to every Pillar; CT06 is the surface where it becomes visible content).

Example formats:

• Behind-the-scenes videos and stills.
• Employee features.
• Farm and packaging footage.
• Foundation and non-profit stories.
• Factory tours.

Key platforms: Instagram (feed, Stories), Facebook Page, LinkedIn (Mondays per May calendar), YouTube.

Anti-patterns:

• No staged or polished-to-fakeness footage that breaks the atmospheric brand world.
• No name-drops without permission.
• No em-dashes, no en-dashes.

CT07. Debunking Controversies

Primary owner(s): ALICE, ZUMAN

Description: Contrarian and corrective content that addresses misinformation, common misconceptions, and bad-faith critiques of detox, cleansing, and ZenCleanz framing. Sits inside the docx category of "carousels: Myth vs truth" plus Zuman's talking-head debunks. Aligns with the Outlaw archetype layer of the brand (see [[knowledge-base/01-brand-guidelines/00-canonical-brand-playbook]] Part II section 1.6).

Example formats:

• Myth-vs-truth carousels.
• Talking-head debunks.
• Contrarian short-form video.
• Structured long-form rebuttals.

Key platforms: Instagram, YouTube, YouTube Shorts, LinkedIn, X, Blog.

Anti-patterns:

• No straw-man framing.
• No FDA-compliance hedging imported from external research.
• Trust the internal pitch library.
• No salesy turn at the end of a debunk.
• No em-dashes, no en-dashes.

CT08. Detox Knowledge

Primary owner(s): ALICE, ZUMAN

Description: Foundational detox education. The five drainage pathways explained, why detox fails for most people, symptoms versus signals, the detox system explained fully. The high-authority belief-builder. Adjacent to CT01 (ZC System) but focused specifically on the detox pillar.

Example formats:

• Long-form educational videos.
• Structured carousels.
• Blog deep-dives.
• Podcast episodes (Lathifa-hosted with Zuman or Alice as guest).

Key platforms: YouTube, Instagram (carousels, Reels), Blog, Facebook Page, podcast feeds.

Anti-patterns:

• No oversimplifications that flatten the pathway model.
• No external-research compliance reframing.
• No banned words from the universal R18 list (originated as the CT10 banned-word list and was universalised in v0.4).
• No em-dashes, no en-dashes.

CT09. Lifestyle

Primary owner(s): GLORIA

Description: Daily rituals, lifestyle visuals, atmospheric content, the aspirational "sacred luxury" register. Gloria's brand-world remit at full volume.

Example formats:

• Lifestyle videos and pictures.
• Daily-rituals cuts.
• Nature and texture shots.
• Minimal-text visuals.
• Campaign hero films.

Key platforms: Instagram (feed, Reels, Stories), Pinterest, Facebook Page, ad placements.

Anti-patterns:

• No generic-wellness-stock aesthetics.
• No em-dashes in captions.
• No mismatch between visual register and ZC voice rules.
• Sovereignty Test still applies; lifestyle content must not drift into aspiration-as-comparison.

CT10. Freestyle Topics

Primary owner(s): ZUMAN

Description: Daniel's freestyle, off-pillar musings, cultural commentary, philosophical asides, things that don't fit cleanly into the other CTs but are recognizably his voice. The "Spontaneous" energy that Stories also carry.

Example formats:

• Short text posts (thought leadership).
• Bold statements.
• Contrarian insights.
• Mini-essays.
• Talking-head freestyles.
• Voice notes adapted to text.

Key platforms: Facebook Page, LinkedIn, X, Instagram (Stories register, occasional feed).

Anti-patterns:

• Even in freestyle: no em-dashes, no banned words, no fabrications. Freestyle is voice-loose, not fact-loose.
• No "for the reader" CTAs.
• No salesy turn.

CT11. BLOGS

Primary owner(s): ZUMAN

Description: Long-form written articles authored by Daniel. The source layer that downstream content (videos, carousels, newsletters) is derived from. Confirms the "one content base, many platform derivations" principle (Otto and Daniel principle, see [[synthesis/01-internal-external-synthesis]] P7).

Example formats:

• Long-form blog posts.
• Manifestos.
• Philosophical pieces.
• Deep-dives on specific protocols or pathways.

Key platforms: Blog (primary). Derivations into Newsletter (Daiana, Georg), carousels (Alice), short-form video (Alice), podcast topics (Lathifa).

Anti-patterns:

• No edits to Daniel's voice without his sign-off.
• Derivations must preserve register.
• No automated "social-rewrite" that flattens the philosophical layer.
• No em-dashes, no en-dashes.

CT12. Pitches and Audiences

Primary owner(s): GISELA

Description: The pitch library, hooks-on-stills, video titles, captions, and audience-segment-specific pitch collections. Gisela also reviews all copies across the system. This is the "translation layer" between the content base and the audience-specific surface output. CT12 sits upstream of channel-level scheduling and is therefore not a calendar slot of its own (per the May 2026 calendar legend).

Example formats:

• Hooks on stills.
• Video titles.
• Captions.
• Carousel covers.
• Pitch collections per audience segment.
• Bold-statement text posts.

Key platforms: Cross-platform. CT12 lives upstream of every other CT's surface output.

Anti-patterns:

• No em-dashes (universal R17).
• No banned words from R18 universal list.
• No "for the reader" CTAs.
• Hook-first discipline (R-set).
• Carousel-first on Instagram (R-set).

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3. Owner by CT Matrix

Reproduced verbatim from the screenshot transcription. A check mark indicates primary owner involvement.

Reading the matrix:

• A row with two check marks means co-ownership; both names are listed as primary owner(s) in section 2 above.
• A row with one check mark means single ownership.
• Empty cells do not mean an owner cannot contribute; they mean that owner is NOT primary on that CT.
• Zuman is editorially across all categories per governance (see section 4) even where his column is unchecked.
• Gisela copy-reviews every CT regardless of her column status (see section 4).
• ROSO branding-reviews every CT regardless of inclusion in the matrix (see section 4).

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4. Governance Rules

4.1 Verbatim from screenshot

1. Gisa will review all copies. ("Gisa" is shorthand for Gisela; she is the cross-system copy reviewer.)
2. Zuman will be across all categories. (Daniel is the editorial overlay on every CT, even those he does not primarily own.)
3. ROSO oversees the branding. (Branding consistency authority sits with ROSO.)

4.2 Verbatim from docx (additional governance)

1. ALICE, GLORIA and GISELA will be 100 percent dedicated to content production. No other tasks can be imposed on them.
2. The social media content in the various formats are directly picked from the bank created above.
3. The above content will fulfill the needs of every platform and address every layer of the funnel.
4. The Commercial Director and Content Manager will channel their requests to Zuman.

4.3 How governance applies inside this catalog

• Copy review (Gisela): Every piece produced under any CT goes through Gisela for copy review before posting. This is a concurrent overlay inside the Content Production stage, not a separate stage between Production and Management.
• Editorial overlay (Zuman): Zuman directs key talking points and angles at the Content Direction stage; he stays editorially present through Production. Producers do not freelance the angle.
• Branding oversight (ROSO): ROSO holds the "look-and-feel" authority. Visual consistency across CT06 Company Culture, CT09 Lifestyle, and CT02 Product is ROSO-arbitrated.
• Dedication (Alice, Gloria, Gisela): No reassignment to non-content tasks. Throughput depends on this protection.
• Routing requests (Commercial Director, Content Manager): Inbound requests go through Zuman. Producers do not take direct briefs from outside the production line.

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5. Voice Rules Reference

The 24 durable voice rules (R1 through R24) codified through v0.1 to v0.4 live in [[memory/feedback_zc_voice_craft]]. They apply on top of every CT in this catalog.

Key reminders that touch this catalog directly:

• R17 (universal em-dash and en-dash ban). Applies to brand copy AND project documentation, including this catalog. Hyphens for compounds only.
• R18 (universal banned-word list). Originated as the CT10-era banned words; universalised in v0.4. Applies across all 12 CTs.
• Hook-first, reader-first, non-salesy, no forced content. Cross-CT discipline.
• Carousel-first on Instagram. Discipline preserved.
• Subjects-first workflow (locked 2026-04-22 / 2026-04-23). Preserved.
• Ambrosia never paired with coffee. Product-fact rule preserved (see [[memory/feedback_zc_product_facts]]).
• Bottles, not jars. Product-fact rule preserved.
• No fabricated sourcing. No "Bali farm" unless source-backed.
• Standing offer. Buy-3-bottles 20 percent off; no invented alternates.

The v0.4 Sampler at [[deliverables/daniel-review-v0.4/DANIEL-SAMPLER]] is retained as a voice-training reference; it is no longer the CT-axis reference. The new CT axis is this catalog plus the v0.5 contract.

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6. Cross-References

• Canonical contract (the source of truth this catalog operationalizes): [[deliverables/daniel-review-v0.5/00-NEW-SYSTEM-CONTRACT]].
• Knowledge-base index (where this file lives in the wider KB): [[knowledge-base/00-INDEX]].
• Project guide for agents (Who's Who, current phase, design principles): [[CLAUDE]] section 2.
• Voice rules (R1 through R24): [[memory/feedback_zc_voice_craft]].
• Product facts (bottles, Ambrosia/coffee, sourcing, standing offer): [[memory/feedback_zc_product_facts]].
• 7 Pillars (the philosophical content spine that runs orthogonal to this CT axis): [[knowledge-base/04-content-strategy/00-canonical-7-social-media-pillars]].
• Sovereignty Test (governance kill switch applied at QA, before human review): [[knowledge-base/04-content-strategy/10-governance-framework]].
• SBP communication map (Seeker, Believer, Partner funnel that overlays CT tagging): [[knowledge-base/04-content-strategy/20-sbp-communication-map-key-messages]].

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End of Catalog v1. Status: DRAFT-PENDING-CAN-REVIEW. Next gate: Can review and approval.