There’s more content online than ever before.
More posts.
More opinions.
More AI-generated captions.
More recycled advice dressed up as “thought leadership”.
And yet, most content is forgettable within seconds.
Not because people aren’t trying.
Because most content is created without intention.
Over the years, I’ve developed a checklist I use before publishing anything, whether it’s a LinkedIn post, a campaign, a caption, or a client strategy piece.
Not because perfection matters.
Because clarity does.
This checklist keeps my content human, specific, and connected to the people I actually want to reach.
My 9-Point Content Checklist Before I Hit Publish
1. Could anyone else have written this?
If the answer is yes, I rewrite it.
Generic content disappears into the feed because it sounds exactly like everything else.
The strongest content carries perspective.
It sounds lived-in.
It sounds like a real person behind the words.
People don’t remember polished corporate messaging.
They remember clarity, honesty, and personality.
2. Does the opening earn attention quickly?
You don’t have long to capture interest.
People scroll fast.
Attention is earned in moments.
If the first lines don’t create curiosity, relevance, or emotion, the rest of the content rarely gets read.
Strong hooks aren’t about clickbait.
They’re about making someone feel:
“This might actually be worth my time.”
3. Did I include something specific?
Specificity builds credibility.
That could be:
- A number
- A timeframe
- A client insight
- A real example
- A clear outcome
Vague content feels safe, but safe content is often ignored.
There’s a big difference between:
“We help businesses grow”
and
“We help service-based businesses generate better leads through strategic content and positioning.”
Specifics create trust.
4. Does it sound like a human conversation?
5. Will the right audience see themselves in this?
One of the biggest mistakes I see on LinkedIn is content that reads like a formal article.
Social media is not a university essay.
It’s not a press release.
People connect with content that feels natural and conversational.
I always read my posts out loud before publishing.
If it sounds robotic, overexplained, or overly polished, I simplify it.
The best content doesn’t just educate.
It reflects reality back to the reader.
Your audience should feel understood.
They should read your post and think:
“That’s exactly what we’ve been struggling with.”
That level of connection matters more than sounding impressive
6. Is the offer woven in naturally?
People can feel forced sales content immediately.
If every post feels like a pitch, trust disappears quickly.
I focus on leading with value first.
Insights first.
Perspective first.
Then, if there’s a natural opportunity to introduce a service, offer, or next step, it feels aligned instead of forced.
7. Does the CTA encourage actual conversation?
“What do you think?” is rarely enough.
Good engagement comes from asking thoughtful questions that people genuinely want to answer.
The goal isn’t vanity metrics.
It’s meaningful interaction.
Strong content should open conversations, not just collect likes.
8. Would I personally stand behind this?
This is the gut-check moment.
If something feels off, rushed, exaggerated, or disconnected from how I actually think or work, I stop and rework it.
Authenticity is difficult to fake consistently.
9. Does this strengthen trust?
This is the most important one.
AI can generate words quickly.
But trust is still built through human connection, consistency, and honesty.
Every piece of content should move people closer to understanding:
- Who you are
- What you stand for
- How you think
- Whether they trust you
That’s what creates relationships.
And relationships still drive business.
