Getting better posts
Practical ways to make your posts, images, and articles more specific, more on-brand, and more effective.
Most weak posts have one of five causes. Each has a fix that takes a few minutes and improves every post after it.
1. The post is generic #
Sign: a competitor could publish it unchanged.
Fix: give the agents specifics. Add exact product names, prices, numbers, and reasons customers choose you to your business profile. Replace adjectives with facts: not "fresh bread", but "baked at 5am, sold out by noon most Saturdays".
2. The voice is not yours #
Sign: it reads well, but you would never say it that way.
Fix:
- Set your tone in four words, choose "we" or "I", and list words to avoid.
- Edit two or three posts in your own words instead of blocking them.
- When AIM suggests a change to your voice under Business and voice, apply it if it fits.
3. The image is weak #
Sign: a text card where a photo would be better, or a look that does not feel like your brand.
Fix:
- Upload real photos of your products, place, and people in the Content chat. They are used when a post is about them.
- Check your brand: main color, logo, and look.
- On a post that is waiting, ask the assistant: "use my photo", "try another design", "shorter text on the image", or "make it a carousel".
A list of tips or steps works better as a carousel than as one crowded image. Ask for one: "a carousel with five tips for…".
4. The topic is wrong #
Sign: the post is fine, but not something your customers care about.
Fix: change the slot on the calendar before the post is written, or add your own slot. Describe your audience's real problems under Who you sell to, so topics fit them.
5. The post has nowhere to send people #
Sign: it asks people to book or buy but has no link.
Fix: name the page when you ask for the post ("link to our classes page"), or give a landing page in a campaign. The link is then added to the caption. Only pages on your own website are used.
Habits that pay off #
| Habit | Why |
|---|---|
| Review what is waiting every day or two | Posts are written for a date. Approving on time keeps a steady rhythm, which helps reach |
| Edit rather than block when it is close | You get the post you wanted, in your own words |
| Keep offers and prices current | An out-of-date offer cannot be used, and a missing price is left out |
| Tell the agents your news | They cannot know about a sale, an event, or a new product |
| Add common customer questions | Replies get faster and more accurate |
| Let a format run for a few weeks | One post proves little. Results need time to mean something |
Writing a good request in the chat #
A good request names the topic, the fact, the type, the channel, and the day:
A carousel for Instagram on Friday: five ways to keep sourdough fresh. Mention that our cotton bread bags are £9. Link to our shop page.
Compare that with "post something about bread". Both work, but the first gives you the post you wanted.
See also Content Assistant chat and What to tell your agents.
Articles #
- Write your instructions for every article under Website blog: who it is for, what to mention, what to avoid.
- Connect Google Search Console, so topics come from what people really search for.
- Read the first few articles closely and correct facts in your business profile, not only in the article.
Ads #
- Connect a measurement source, so ads are judged by results and not by clicks. See Google Analytics and Meta Pixel.
- Give a realistic monthly budget. A budget spread too thin across channels gives results that are hard to read.
- Read Suggested improvements under Content and act on them. See Reading your results.