How Do I Build a Content Plan — What Do I Post?
A social media content plan is where every account jams: “what do I post today?” If that question comes up every morning, there is no plan. 📅
Short answer: content comes from the questions your customers ask. Not corporate announcements but useful answers. Once four content lines are set, “what do I post” disappears.
Below: where topics come from, the four content lines, the monthly setup, and what to do when you’re stuck. ✍️
Where do topics come from?
A social media content plan starts with records, not inspiration.
Customer questions: the richest source
Write down the ten questions asked most on the phone, in messages and at the counter. Each is at least one post; most yield several. When the list runs out a new one arrives, because customers keep asking. ☎️
Objections and misconceptions
“Isn’t that expensive?”, “would it work for me?”, “I heard X, is that right?” — every sentence blocking a sale is a content topic. A business that answers objections in content sits down with an already-persuaded customer. 🛡️
Are competitor posts a source of ideas?
Ideas, not copies. Look at which of their posts gets genuine comments — that topic interests the audience; you answer it better.
What are the four content lines?
Rotated properly, these four keep an account both alive and sales-oriented.
Teach, show, prove, invite
Teach: answer a customer question, how to choose, what to check. Show: the work being done, the floor, the process — reality lives here. Prove: customer reviews, before-and-after, completed work. Invite: price information, offers, “message us”. Balancing the four protects you from both the dullness of a sales-only account and the fruitlessness of an information-only one. 🔄
How do I build the monthly plan?
A plan is a table, not inspiration.
A one-page monthly table
Four columns: date, line (teach/show/prove/invite), topic, what’s needed (a shoot, a screenshot, a review). Fill it at the start of the month so shooting needs get planned in one batch. One day of shooting yields a month of content. 📋
What does a good post look like?
Format comes after topic, but it matters.
The first second and the next step
The opening line or frame should say who it’s for: “If you’re looking for a dentist…”. The end should say what to do. The middle informs, the beginning stops, the end directs. The reach mechanism sits in the engagement article. 🎯
What do I do when I’m stuck?
Every account jams at some point; that’s normal.
Three rescue sources
1) Archive — reproduce a post that brought work, with a new example; repetition is a method, not an embarrassment. 2) Customers — ask your latest one, “what were you unsure about when deciding?” 3) Your team — ask whoever’s on the floor what the most interesting thing this week was. These three fill an empty calendar in an hour. All questions on the social media consulting page. 💡
📝 Field Notes
We sat down with a craftsman who said “we’ve got nothing to talk about” and asked one thing: what did customers ask about most this week? In twenty minutes eleven topics emerged — all real, none corporate. The next two months’ plan came from that list. There’s no shortage of topics, only a shortage of records. ☎️
📖 Quick Glossary
Content line: a regularly repeated topic type. Batch production: preparing several pieces in one session. Objection content: a post answering a sale-blocking question. Next step: the clear direction at the end of a post.
⚡ Quick Summary
Topics come from customer questions. ✍️ Four lines: teach, show, prove, invite. Rough ratio 2-1-1. A monthly table plus batch production is the only sustainable setup. When stuck: archive, customers, team.
🎯 Next Step
Let’s build your first monthly content table, starting from your customers’ questions: the quote page. Scope on the consulting page. 📅
Frequently Asked Questions
Sık Sorulan Sorular
A rough balance: of every four posts, two teach or show, one proves, one invites. Turning every post into a sale drives the audience away; never inviting means you can’t turn interest into action. ⚖️
Because shooting separately every day isn’t sustainable and the account stops the moment it jams. One shoot day a month plus an hour of editing a week is the only setup that makes a regular rhythm possible — frequency sits in the rhythm article. 🎬
It’s right and necessary; most of your followers never saw the earlier post. Retell the topic with a different example and format. Repetition is the antidote to being forgotten.
If they fit your work, yes — never forced. Adapting to an unrelated trend may bring reach but attracts the wrong audience. Trends you can bend to your own subject are valuable; the rest waste time.
It depends on the platform and product, though the general drift favours video. Still, don’t pick a format you can’t sustain: regular text beats irregular video. The format matching your capacity is the right format.
Source: Content Marketing Institute