01Choose the role
A channel may support discovery, demonstrate expertise, strengthen existing relationships or provide updates. Trying to do all of these equally makes the content unfocused.
02Select the audience and platform
Choose based on where the intended audience pays attention and what type of information helps them decide. Platform popularity alone is not a strategy.
03Build repeatable content themes
Use three or four themes connected to customer questions and business expertise. Repeat the themes while varying the example, format and level of detail.
04Measure useful response
Track profile visits, relevant replies, website visits, saved content and qualified conversations. Interpret reach in context rather than treating it as the final result.