Content Brief Handoff to Design

The data on a visibility gap usually lives in Scrunch, but the people who design and lay out the content that fixes it live in Figma. This workflow bridges the two: it turns a gap into a structured brief and drops it directly into a FigJam board your design team already works in.

Tools used in this workflow

Tool	Required?	Used for
Scrunch MCP	Required	Identifying the gap and pulling supporting citation data
Figma MCP	Required	Creating the FigJam brief board

For [brand name] in Scrunch, turn our biggest content gap into a design-ready brief in FigJam.

Step 1 — Find the gap and its context:
Get all tags. For each tag, get presence metrics for the last 30 days and calculate the presence rate. Identify the tag with the lowest presence rate that has at least [10] observations.

For that tag:
- List the top 5 specific prompts where [brand name] is absent, sorted by observation count
- Check citations for those prompts: which competitor or third-party domains are getting cited instead?
- Note the funnel stage these prompts fall into (awareness, consideration, decision)

Step 2 — Build the brief in FigJam:
Create a new FigJam board called "[topic area] — Content Brief" with these sections, one per sticky-note cluster:
- **The gap**: [brand name]'s current presence rate on this topic and why it matters
- **What to answer**: the specific questions from the 5 prompts in Step 1, rewritten as headers a piece of content could directly address
- **Who's winning it now**: the competitor or third-party sources currently cited, and what they're doing that seems to be working
- **Funnel stage & tone**: whether this content should read as introductory (awareness) or comparative/decisive (consideration/decision), which affects layout and depth
- **Success metric**: presence rate on this tag should improve within 30-60 days of publishing

Step 3 — Confirm:
Give me the FigJam board link and a one-line summary of what's on it.

What you get: A FigJam board with the gap, the specific questions to answer, the competitive context, and the tone/funnel guidance — everything a designer or content lead needs to start laying out the piece, without translating a data export themselves.

Tips

When the handoff is to a writer, not a designer

If your content team writes first and designs later, use the Create Content That Gets AI Citations workflow instead — it’s built for drafting the content itself rather than briefing a layout.

Batching multiple gaps into one board

Ask Claude to repeat Step 1 for the next 2-3 lowest-performing tags and add each as its own section on the same FigJam board, so design can see and prioritize across several briefs at once rather than one gap at a time.

Keeping the brief lightweight

Resist the urge to add every data point Scrunch can surface — a brief with 5 questions and one competitive callout gets used; a brief with 20 data points gets skimmed once and ignored. Keep Step 1 focused on the single tag with the clearest story.

Closing the loop after publishing

Once the content ships, use the Track Whether It Worked step from Create Content That Gets AI Citations to check whether the presence rate on this tag actually improved.

Create Content That Gets AI Citations

For teams that draft the content directly instead of handing off a design brief.

Stage Content Tasks for Review

For handing the gap off as a tracked ticket instead of a FigJam brief.

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​Tips

Create Content That Gets AI Citations

Stage Content Tasks for Review

Tips