A useful plan balances customer needs with business goals so every post is not a last-minute promotion.
Use five content jobs
- Educate: answer a useful question.
- Build trust: show process, proof or expertise honestly.
- Engage: invite a relevant response.
- Community: connect to customers, local activity or the people behind the business.
- Promote: explain an offer and the next step clearly.
Plan around the customer journey
Mix content for people discovering you, comparing options, deciding whether to trust you, buying and returning.
If the calendar is almost entirely offers, the problem is not usually a shortage of posting slots — it is the content mix.