“We need to post more.” Fine. Which customer question will you answer on Tuesday that you haven’t already answered on Thursday?
If the answer is “we’ll see”, here’s something cheaper than filling a calendar: open the last five emails you exchanged before winning a job. Those are the questions someone actually took the trouble to ask.
One good question works in several places
Imagine people always ask how long a job takes. You can write an article explaining what affects the timing, use an example on social media and link to it when someone asks for a quote. The same answer does three different jobs. If your timings change, you know which piece to update.
Before deciding what to publish, decide what the reader should understand.
How to choose the next piece
Before publishing, note who the piece is for, which question it answers and where you will share it. Not everything has to end up on social media: it may be more useful in a quote, on a service page or in the email you send after a call.
Before asking a robot for twenty ideas, open the email your team has written twenty times. There’s your first one.
A month later, ask your team which answer saved them repeating an explanation and which one started a useful conversation. Then you can decide what deserves another round.
If the content takes people to your website, check what a customer finds when they arrive.