Give each post a purpose
Decide whether a post should explain, introduce, answer a question or invite a conversation. A clear purpose makes the message easier to shape.
Choose a visual starting point
Use a consistent set of colours, type styles and image treatments. Variety can still sit within a recognisable visual direction.
Write for a person
Use clear language your audience would use. Tell them what matters, why it is useful and what they can do next.
Plan a useful mix
Bring together service information, helpful answers, work examples and the people behind your business. Pick the mix around what your audience needs.
Make room to improve
Keep track of the content that starts useful conversations. Use those signals to shape the next batch rather than repeating a schedule without looking at the response.