1.0   How we work

Twenty-three decisions, per post.

Not a content calendar. Every one of these is a judgement someone has to make and getting any of them wrong is worse than posting nothing. This is the list for a single post.

BEFORE ANYTHING IS WRITTEN

  1. 01Choose a subject not covered in the last twenty-one days.
  2. 02Check it against the topics the firm has ruled out.
  3. 03Confirm something actually changed or the question is one buyers type.
  4. 04Find the primary source. Not a summary of it.
  5. 05Read the source and check it still says what it said.
  6. 06Pull the figures. Verify each one independently.
  7. 07Decide what is genuinely useful and cut the rest.

MAKING IT

  1. 08Choose the shape each fact needs: table, figure, sequence, definition.
  2. 09Write it in the firm's register, not ours.
  3. 10Strip every word on the firm's banned list.
  4. 11Lay out nine tiles so no two dark ones collide.
  5. 12Select four photographs that have not been used recently.
  6. 13Check each licence permits commercial use.
  7. 14Tone them to the firm's palette so they read as one set.
  8. 15Crop each without cutting the subject.
  9. 16Check every line of type for contrast and for clipping.

BEFORE IT GOES OUT

  1. 17Write the caption from the same facts, so the two cannot disagree.
  2. 18Attach the source, dated.
  3. 19Read it once more for anything that reads as a promise.
  4. 20Add the photography disclosure if a person appears.
  5. 21Reshape it for LinkedIn, where one square has to carry it alone.
  6. 22Email it to you first, so you can change it or stop it.
  7. 23Publish, confirm it landed and record that it did.

AND THEN AGAIN, FOR EVERY POST

Doing it yourself at eleven at night, after the client work, is how it stops in November and nobody notices until a referral goes quiet.

That is the work we take on. Not the ideas, which you already have. The twenty-three things that have to happen to every one of them, every time.