The key idea
The useful output is an approved, channel-appropriate message—not a large volume of automatically published posts.
Our method
Define themes, audience questions and approved evidence. Draft a small set of distinctive angles, adapt length and format to the channel and review tone, rights and claims. Keep publishing authority explicit and reserve replies involving complaints or commitments for people.
How to assess progress
Assess useful engagement, relevant visits and enquiries alongside review time. Avoid copying one post everywhere or interpreting impressions as proof of commercial impact.
Decision
Decide what role each channel plays in the customer journey: discovering a problem, understanding your method or starting a conversation. Select one recurring audience question and assign it a purpose before asking for post ideas. A publishing calendar should reflect those choices.
Exercise
Turn one approved source into three genuinely different formats: a short explanation, a worked example and a question inviting relevant experience. Give each a channel, reader context and next step. Review whether the opening makes sense without the source document, then simulate a sceptical reply and a complaint to test the response boundaries.
Deliverable
Produce a weekly board with audience question, format, source evidence, draft, visual requirement, owner and intended interaction. Include a reply guide distinguishing a factual answer, a question for clarification and an issue that needs a named colleague. Record the effort required to maintain the conversation after publication.
Pitfall
Avoid evaluating every format against identical engagement numbers. A useful technical explanation may prompt fewer public reactions than a broad opinion. Inspect the relevance of conversations and destination visits before repeating an angle simply because it attracted attention.
Demos
A fictional reusable aluminium bottle provides a complete brief for a small campaign.
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