Choose the message
Start with the services, questions, and ideas you want your audience to understand. Turn those into a manageable set of content themes.
Make the destination match
When a post links to your website, the landing page should continue the same conversation. Avoid sending every topic to a generic home page.
Adapt the format
Use a format that suits the channel and the message. Keep visual identity and the substance of the offer consistent across variations.
Review meaningful response
Look at the questions, conversations, and relevant website visits the content creates. Use those observations to refine the next set of topics.
Common questions.
Do we need to post on every platform?
No. Focus on the channels your intended audience uses and the formats your team can maintain well.
How does social content connect to SEO?
The same customer questions can inform both social topics and useful website content. Each channel should serve its audience rather than duplicate material without context.