Sample article · Created to demonstrate the IRA blog layout. General guidance, not a client case study.
Build a manageable content plan around the questions your customers already ask.
Collect useful questions
Write down the questions that come up in enquiries and everyday conversations. Explain how a service works, what a customer needs to prepare or how to choose between relevant options. Avoid making promises you cannot support.
Choose a repeatable format
A short explanation, a product demonstration or a simple checklist can be easier to maintain than a different format every week. Use photographs and video you have permission to publish, and describe products and services accurately.
Leave room to learn
Keep the plan realistic for your team. Review which topics prompt useful conversations and update the plan as your priorities change. Consistent, useful information is a better starting point than posting only to fill a calendar.
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