Chapter 2
Publish content that moves intent forward
four-job Instagram content plan is the practical output of this chapter. Complete it in one focused work session so you can decide which posts attract, diagnose, prove, and invite, without publishing attractive content that never moves the buying decision.
What you’ll get
- A completed four-job Instagram content plan ready for the next chapter.
- A documented decision about which posts attract, diagnose, prove, and invite.
- A pass or fail signal: each post has one job, one primary metric, and a CTA that matches the audience’s current intent.
- A first implementation move: Label the next 12 posts by job before choosing formats, then balance the sequence around one offer.
Use four content jobs
- Teach: solve a small but complete part of the problem.
- Demonstrate: show the product, process, or method in use.
- Prove: present an authorized example, result, or build decision with context.
- Invite: explain the offer, fit, contents, price, and next step.
Rotate jobs instead of repeating product announcements. A carousel can diagnose a problem; a Reel can demonstrate the solution; Stories can answer questions; a pinned post can explain the offer.
Make the CTA match the post
- Tutorial → “Save the checklist; the editable version is in my store.”
- Teardown → “Use the free audit linked in my profile on your own page.”
- Product demo → “Open ‘Brand Brief Kit’ to see every included file.”
- Objection answer → “The product page shows formats and compatibility before checkout.”
- Launch post → “The launch offer and end date are on the first store card.”
Generic engagement bait attracts generic action. Ask for a next step that advances the buyer's actual task.
Apply this chapter to your store
Start with the live customer path, not a hypothetical version. Open the relevant content, profile, Tapmy page, email, or operational record and capture what a buyer sees now. Keep the scope to one campaign and one decision so the result can be measured.
Implementation move: Label the next 12 posts by job before choosing formats, then balance the sequence around one offer.
Connect the decision to evidence: customer language, transition counts, questions, observed behavior, or a completed end-to-end test. If another person cannot understand why you chose the action, add the missing evidence rather than more strategy language.
Decision checkpoint
| Check | Pass condition | If it fails |
|---|---|---|
| Scope | One buyer, one campaign, and one next action are named | Narrow the work before creating more assets |
| Evidence | The current state is visible in a live route or record | Capture the source, destination, and decision point |
| Decision | which posts attract, diagnose, prove, and invite is written clearly | Remove competing goals and choose one priority |
| Verification | each post has one job, one primary metric, and a CTA that matches the audience’s current intent | Rework the weakest boundary, then retest it |
Common failure mode
Judging every Reel and carousel by reach even when its job is proof or invitation. It creates activity without reliable learning. Use the chapter deliverable as a gate: the work is complete only when the decision is written, applied to the live path, and verified with the stated signal.
