Karmina
Karmina

Unique content methodology · Karmina

The content does not start with an idea.
It starts with a methodology.

More than 600 clients. Thousands of decisions. A proprietary methodology to connect what a brand is with what people want to see.

Discover the method Let's talk about your brand
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From essence to publication

An idea. Five filters.
Much more purpose.

An idea can catch attention. These five filters help us decide whether it also represents the brand, adds something to its audience, and can become its own content. Download and discover what we resolve at each step.

PURPOSE

If we don’t know what we stand for, what can we say?

It all starts with the central message. We agreed with the brand on the idea that should permeate their communication and that will allow us to recognize it even when channels change.

Does this content represent our central message?
This is how it is concretized

We define what the brand brings, who it matters to, and why it matters. We summarize it in a phrase that serves as an editorial compass: each piece must contribute to that promise, even if it doesn’t repeat it verbatim.

VALUES

The personality is also shown.

We translate values into content decisions: how we speak, what we show, and from what attitude we do it. Adjectives become recognizable behaviors.

Is the idea aligned with our core values?
This is how it is concretized

If we are practical, we solve a problem. If we are approachable, we speak clearly. If we are trustworthy, we show the process and its limitations.

CONTENT PILLARS

Having things to say means having a universe of your own.

We structure the conversation across territories and deploy its attributes. The product, personality, day-to-day experience, community, and expertise are a foundation that we adapt to each brand.

In which territory of the brand does this idea live?
This is how it is concretized

A tutorial connects day-to-day life with the product. A real question activates the community. An expert brings experience. We select the attributes that the piece must make visible.

TIMELINE

There are ideas for today. And others for tomorrow.

We distinguish the specific actions from the content that can sustain a long-term relationship. This way we combine opportunity and continuity without starting from scratch every week.

Is it a one-time action or a long-term initiative?
This is how it is concretized

A weekly section builds familiarity and allows you to learn with each delivery. A launch, an event, or a trend has a specific window. We decide the duration, frequency, and how they coexist within the calendar.

FORMATS

Have them recognize your brand before they see the logo.

We connect the idea with an existing format or design a new one: tutorial, conversation, collaboration, demonstration, or campaign. Then we bring it to the language of Instagram and TikTok.

Does it fit into a specific format or do we need to create one?
This is how it is concretized

A format defines a mechanics: who appears, how it starts, what happens and how it ends. It can be a standalone series, a collaboration or an adapted trend. Then we choose the piece — video, carousel or stories — and its language for each channel.

Within the third filter

Five territories.
A universe of brands.

Purpose takes center stage. Around it, five pillars display the attributes that shape the content. Each piece can combine several: the brand personality runs through all lines.

In the centerYour brand.
Its purpose.

Product

What you offer. What you solve.

Benefits, uses, innovations, variety, quality, and specialization. We turn the characteristics into reasons to be interested in the brand.

From the attribute to the content

A demonstration that makes a benefit visible, rather than listing benefits.

We select the attributes that each idea must activate and translate them into content decisions. The combination and level of requirement are agreed upon with each brand.

The work that goes into the content

Knowing the brand.
To create with meaning.

Purpose, values, pillars, timeline, and formats need a real foundation. During onboarding, we deepen our understanding of the brand and convert that knowledge into decisions, guidelines, and work tools.

Not all brands need everything or start from scratch. We adapt the scope to what already exists, to their objectives and the resources available.

  • Purpose of the brand

    What it brings and why it matters.

  • Value proposition

    The difference that we can demonstrate.

  • Communication goals

    What the content should achieve.

  • Audiences and needs

    Who we are talking to and what interests them.

  • Positioning

    The place we want to occupy.

  • Key messages

    The ideas that must remain.

  • Brand values

    How they translate into behaviors.

  • Personality and voice tone

    How the brand sounds and is recognized.

  • Brandbook verbal and visual

    The codes that give us coherence.

  • Copy guide

    Vocabulary, limits, examples and calls to action.

  • Frequently asked questions and objections

    Useful answers for the community.

  • Content pillars

    Conversation territories and brand attributes.

  • Editorial lines and sections

    Topics that may have continuity.

  • References and learnings

    What inspires us and what we know works.

  • Content playbook

    The criteria for turning brand strategy into content.

  • Channel map

    The role of each platform.

  • Brand timeline

    Campaigns, milestones, and relevant moments.

  • Editorial calendar

    Priorities, frequency, dates, and balance between lines.

  • Format library

    Recognizable and repeatable mechanisms.

  • Scripts and narrative structures

    How each piece begins, progresses, and ends.

  • Templates and production guides

    Resources for creating consistently.

  • Adaptations by channel

    The language and the needs of each medium.

  • Briefings and review criteria

    What each brief needs to achieve.

  • Roles and responsibilities

    Who proposes, produces, revises and approves.

  • Approval workflow

    Timelines, versions, and clear decisions.

  • Resources and viability

    People, time and available budget.

  • Indicators and learning

    What we measure and how we improve.

For the strategy to be viable

Agreeing on this base at the beginning helps maintain purpose, reduce rounds of change, and avoid friction. Everyone knows what is expected, how it is reviewed, and what the team can produce in a sustainable way.

We put the criteria to work

Not everything that can be published deserves to be published.

A trend can catch our attention. The methodology helps us decide whether it makes sense for this brand. Compare two proposals and observe what happens as you scroll through the filters.

From strategy to an idea of content

From a question from your community
a series that only your brand could create.

We heard an audience concern, connected it to what the brand knows to offer, and designed a series with its own mechanics. Each episode answers a question; they all build on the same positioning.

Recurring series · Instagram + TikTok
PurposeIt responds to a need linked to the brand promise.✓
ValuesPractical, clear, and demonstrable help.✓
PillarsDay by day, product and experience.✓
TimelineIt can grow with new real doubts.✓
FormatBrief tutorial with an expert.✓

An idea ready to be put into production. ↗

Filters guide the selection: we look for alignment with most criteria and resolve relevant inconsistencies. Brand fit does not guarantee performance; we then compare it with results.

Human criterion · Increased capacity

AI works better when it knows for what brand it is working.

An explicit methodology turns strategy into useful context: purpose, values, territories, temporality, and formats. A framework that we can transfer to a briefing, a creative team, or an AI application.

This way we can solicit proposals, develop scripts, and review versions against shared criteria. The team interprets, compares, and decides what gets published.

From strategy to execution

A structured brand context
A commissioned work with a purpose and format
Proposals, scripts and adaptations
Human review with the five filters

More capacity to create.
A common criterion for choosing.

Alex Jankelevich, Karmina AI
Alex JankelevichKarmina AI · Promoter of the methodology

The criteria behind the method

Creativity needs freedom.
And a clear direction.

Knowing a brand in depth allows you to make better decisions: what to include, what to discard, and how to turn a good idea into content that makes sense.

Alex Jankelevich promotes this methodology at Karmina AI, with 20 years of experience working with more than 1,500 brands. This background places brand knowledge, creative judgment, and the viability of the strategy at the center of the work.

20 yearsof experience
+1.500brands throughout his career

Organization and planning

Good methodology
shows in the calendar.

When we know what we want to tell and why, we can organize how to do it. The content lines become pieces with a date, format, channel, author, and a reason to be published.

The calendar makes the strategy visible: it balances issues, coordinates production, and allows for timely review. Planning well is a consequence of having a clear approach.

From the strategy to the work week
Example of the editorial calendar of Abat Oliba CEU: publications organized by date, formats, channels, and approval statuses.
Example of editorial planning: pieces, tags, channels, and review statuses in one view. Expand calendar ↗

From the content line to the publication

Every decision has a reason.

An indicative example of how we relate content, format, channel and objective. The combination is defined for each brand.

Content lineFormatChannelsWhy we published it
CommunityQuestions that keep repeating themselvesShort video · Stories
InstagramTikTok
Solve real doubts and fuel new conversations.
ExperienceThe team's knowledgeInterview · Carousel · Article
LinkedInYouTubeBlog
Demonstrate experience and help make better decisions.
ProductWhat changes in day-to-day lifeDemonstration · Tutorial
InstagramTikTokSocial Ads
Making a benefit visible and bringing it closer to new audiences.
PersonalityThe brand insideReportage · Newsletter
LinkedInE-mailWeb
Show values through actions and care for the long-term relationship.

We plan, produce, review, and measure. What we learn goes back into the content lines and the next calendar.

A good project starts with a good conversation

Your brand has a lot to say. Let’s find out what your criteria are.

Tell us where your brand is and what needs to change. We’ll start by understanding it.

Prefer to get straight to the point?Write to proyectos@agenciakarmina.com or call 638 288 746.
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