Agree the constants
Define colour, typography, photography and writing voice. Allow variation inside those boundaries so a product image, a human story and a short video still feel related.
Vary the subject, keep the character
Move between people, products, places and details. Choose the right expression for each idea: a photograph, a sequence, voice or film. Do not begin with a post count and search for filler.
Give publishing a purpose
The goal might be introducing a service, answering a question or inviting a useful enquiry. Review audience questions and meaningful responses with the team before planning the next month.
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