I’ve gotten over 50 million impressions on me and my clients’ content.

One reason why is my social media post checklist.

Every time I write a post, I run through these 4 questions:

(I also do a version of this for blog posts)

My pre-post checklist:

1. Does it deliver an actionable tip or create emotion?
2. Does the first line grab attention as well as it can?
3. Does it end with impactful text that inspires action?
4. Is the formatting readable and attractive to look at?

Let’s break those down…

Does it deliver an actionable tip or create emotion?

Content coaches always tell you "deliver value".

But that doesn't really mean anything.

I prefer to make things more specific.

The first thing you can do is give actionable advice. That includes tips, strategies, how-to guides, infographics, useful ideas, and more. You want people to read your stuff and think that they want to save it so they can use it later.

The second thing you can do is create emotion. That includes inspiration, relation, humor, and general insights. When people read these, they feel something, and they rush to hit the "share" button.

Your post should be in one of those categories or both.

If it isn't, you need to work on it or throw it out completely.

Does the first line grab attention as well as it can?

The first 8 words of your post matter more than the next 800.

That's the power of having a great hook.

I put 21 content hooks into this post, but here are the best of them:

• Personal results.
• Client/customer results.
• List titles.
• How-to statements.
• How-I statements.
• Generally appealing descriptions.

Does it end with impactful text that inspires action?

Imagine you're watching a movie.

You get to the pivotal scene. The climax. It's awesome.

Then the screen goes black immediately after.

You might still enjoy the movie as a whole, but you'd probably like it better if there was a short unwind and resolution at the end.

Content is the same way. Finish with an impactful piece of text, then consider adding a call to action to sell whatever you sell.

Is the formatting readable and attractive to look at?

Lastly, we have formatting.

Use short sentences. Put line breaks between paragraphs. Add bulleted/numbered lists wherever you can.

The first thing you want is for your writing to be easy to read.

The second thing you want is for it to have a cool-looking appearance.

Do both.

How To Use This

The best content is actionable and/or emotional, starts with an interesting hook, ends with impact, and has effective formatting throughout.

Go through this social media post checklist every time you write, and you'll have a better shot at getting serious traction.