02 / WHAT YOU MAKE
Content Volume and Format
“Twelve posts” can describe very different amounts of work. Specify the deliverables, the source material, and the approval process.
Image posts
Photography or supplied images, design, copy, and platform adaptations. A reusable template can reduce repeat production work.
BRIEF → DESIGN → COPYShort-form video
Concept, footage, editing, captions, sound rights, and revisions. Clarify who films, who appears on camera, and how many finished edits you receive.
CONCEPT → SHOOT → EDITCarousels
Multiple panels need a sequence, visual consistency, and a reason to keep reading. Count panels and adaptations, not just the published post.
STRUCTURE → PANELS → FLOWStories & replies
Timely updates, audience questions, and community responses require availability as well as assets. Define response hours and escalation rules.
PUBLISH → LISTEN → RESPONDIllustrative content formats. Production effort depends on the brief; no format guarantees engagement.
05 / PUT THE PIECES TOGETHER
Build a budget you can actually brief.
Start with the work and the decision you need to make. A clear brief is more useful than a generic package name.
- 01
Name the outcome.
Choose the business action: qualified enquiries, bookings, purchases, or another defined goal. Identify how it will be recorded.
- 02
List the deliverables.
Write down the platforms, original assets, adaptations, publication frequency, and the material your team will provide.
- 03
Assign the responsibilities.
Decide who approves, publishes, responds, manages ads, and follows up on leads. Include time needed from your own team.
- 04
Separate the costs.
Ask for setup, ongoing work, platform spend, tools, production expenses, taxes, and any optional extras as separate items.