Sort last month's comments and messages into three piles, one each for questions, complaints and doubts, and every pile gives you a post for next month. Questions get a post that explains. Complaints get a post that shows what you changed. Doubts get a customer saying how the product held up a year later.
Here is how to sort a month in twenty minutes, what to post for each pile, and why the way people write to you is worth reading before your sales figures.
The tone changes before sales do
People tell you how they feel long before they change what they buy. A message that starts "is it still..." or "does it really..." is a customer thinking out loud. When more messages start to sound like that, you are hearing it weeks before the till shows anything.
A bakery whose regulars start asking whether the rye is still made the old way has time to answer with one post, while the answer is still an easy one to give.
Sort a month in twenty minutes
Open your Instagram messages, the comments under your last ten posts, your email and your reviews. Make a note with three headings: questions, complaints, doubts. Copy each message under one heading, in the customer's own words.
Thank-yous and praise go somewhere else, because what customers love without being asked is a job of its own. A florist doing this for the first time finds one pile fuller than the other two. That pile goes first next month.
Questions: post the answer
A question means something is not clear yet, and the answer is clarity. Take the question people ask most and make one post that explains it properly.
A furniture maker whose messages keep asking about delivery posts the six-week build, week by week: the timber arriving, the frame, the finish, the van at the door. After that, nobody asks why it takes six weeks. Many questions start on Google before anyone writes to you, and what people search before they buy is the same pile seen from the other side.
Complaints: show what you changed
A complaint means someone was let down, and the answer is proof. Fix the thing, then show the fix working.
A skincare shop that heard twice about a pump that stuck switches to a new pump and films it working down to the last drop. The customers who complained see that they were heard. Everyone else sees a shop that pays attention.
Doubts: let a customer answer
A doubt sounds like "does it really last?" or "is it worth it?". One post does not settle it. The same promise, kept and shown again over time, does.
The strongest answer is a customer's own words a year later. A knitwear label asks a customer from last winter for a photo of her jumper now, and posts it with what she says about how it wore. Put one of these in every month and the doubts pile gets smaller.
Every message in your inbox is a post someone has already asked you to make.
Each of these fits the five kinds of post you rotate: the explainer is process, the fix is product, the customer's words are proof. The piles tell you which ones to make first.
What CP3® does here
The sorting is yours: you read your own messages, and you know which ones matter. Branded Content puts the month's drafts on your calendar, each with a visual direction, a caption direction and a date, written in the tone of voice Brand Scan read from your website and Instagram. Change a caption to answer the question from your pile, approve it, and Instagram posts go out from the calendar. Market Trends adds the other side: what your audience is searching for, refreshed every month.