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feat: content strategy, image posts and a posting plan for the films

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Adds twelve image posts made the same way as the films: six posters
(one picture of each film with its idea in two lines) and six cards
that answer a question clients ask before the first call. The answers
come from the questions and principles on the website.

The posting plan is data (six weeks, film, card and poster per week),
and the export writes the library in that order, by language, week and
day, with the text to post. All video posts now open with the hook of
their film. The reasoning is in plans/content-strategy.md.

Co-Authored-By: Claude Opus 5.5 <noreply@anthropic.com>
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mmintel
2026-10-05 10:00:28 +02:00
co-authored by Claude Opus 5.5
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apps/web/plans/content-strategy.md
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# Content strategy: LinkedIn first
Status: proposal for the owner's review. Nothing has been posted or scheduled. The material exists:
six films and twelve image posts, each in German and English, with the text to post
(`apps/video`, rendered by `pnpm library` into `out/library`).
No reach or engagement figures are quoted here: there are none for this account yet. Section 6 says
what to measure, and what to change once there are numbers.
## 1. Goal
Enquiries by email from people who need one of the four services. Not followers, not likes.
Every post leads to one action: write to me, via `www.mintel.me`.
## 2. Who it is for
| Audience | What they recognise | Films |
| :------- | :------------------ | :---- |
| Owners and managers of small and mid-sized companies, not technical | Work done by hand between tools; a website that never gets done | Orders, invoices, enquiries, website |
| Founders and product leads | An app that has become fragile; a backlog that outgrows the team | Reliable apps, developer |
German is the main language, as on the website. The English versions are for an English-speaking
network and for the developer topic, where teams often work in English.
## 3. The idea that holds it together
Every post starts from the same move: something that **looks like** one thing and **is** another.
"Looks like ping-pong. It's your office." The viewer gets a small riddle, then recognises their own
situation, then sees it resolved. That is the hook, the tone (a little dry, never mocking the
client) and the visual language at once: squares, dots, lines, nothing else.
Three kinds of post carry it:
| Kind | What it is | Job |
| :--- | :--------- | :-- |
| Film (6) | 23 seconds, one shot, loops | Gets attention, explains one service to a layperson |
| Poster (6) | One picture of the film with two lines: "Not ping-pong. Your office." | Repeats the idea for those who scrolled past the film |
| Card (6) | A question clients ask before the first call, and the answer in large type | Removes a reason not to write: lock-in, ownership, "I am not technical" |
The cards say only what the website says (questions and principles in `apps/web/src/content`).
## 4. Rhythm
Proposal: **three posts a week for six weeks**, one topic per week.
- Tuesday: the film.
- Thursday: a card.
- Saturday: the poster of the same film.
This is more than the one post a week in the relaunch concept. The reasoning: one topic is seen
three times in a week in three forms, without repeating a post. If three is too many, post only
the films weekly and use posters and cards as the second round: the same material then lasts
eighteen weeks. Which of the two is the owner's decision.
Order of topics: automation and websites first (the widest audience and the two planned ad
campaigns), the two developer topics later.
| Week | Topic | Tuesday | Thursday | Saturday |
| :--- | :---- | :------ | :------- | :------- |
| 1 | Automation: orders | Film "ping-pong" | Card "Not a technical person?" | Poster |
| 2 | Websites | Film "a beginning" | Card "Who does the work?" | Poster |
| 3 | Automation: invoices | Film "skyscraper" | Card "What do you pay for?" | Poster |
| 4 | Reliable apps | Film "Jenga" | Card "Who owns the code?" | Poster |
| 5 | Automation: enquiries | Film "a star" | Card "What I do not do" | Poster |
| 6 | A developer for your product | Film "loading bar" | Card "How long are you committed?" | Poster |
The plan is data in `apps/video/src/content/plan.ts`; the overview page `out/library/index.html`
shows the posts in this order, with the text to copy and the files to download.
## 5. How to post
- Upload the film or image directly to LinkedIn (no link to a video elsewhere), 4:5 format.
- The post text opens with the hook of the film. Keep it as written, or shorten it; do not add claims.
- The address is in the text and in the picture. If a link is wanted, put it in the first comment.
- Answer every comment and message personally. That is where enquiries start.
- 16:9 versions are for YouTube and, later, for ads shown to people who already visited the site
(see `google-ads.md`).
## 6. What to measure, and when to change something
Per post, noted once a week: impressions, comments, profile visits, and above all enquiries by
email that mention LinkedIn or follow a post. Clicks on the address are counted on the website
once the click event exists (see `google-ads.md`, prerequisite 2).
After three weeks:
- A topic that brought an enquiry or real conversations gets a second film with another example.
- A kind of post that is consistently ignored is dropped in favour of the others.
- If nothing moves, the rhythm is not the problem: look at who sees the posts (network) first.
## 7. What comes after the six weeks
- New examples for the topic that worked, made with the `video-film` skill.
- Posts from real work, once a client agrees: what the problem was, what changed. These need the
client's consent and are not prepared.
- The same material on other channels (X, YouTube) only if LinkedIn shows which topic works.
## 8. Open decisions for the owner
1. Three posts a week, or one?
2. German only, or both languages (and if both: one account, alternating, or German only on LinkedIn)?
3. The offer "make an app reliable" is posted in week 4 without a price. Is the offer final?
apps/web/plans/freelance-relaunch.md
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## 6. Getting clients (low effort first)
1. Own network: former colleagues from i22, Trusted Shops, sdox.io, Sevenval. Ten personal messages.
2. LinkedIn and X: one post a week. A set of short looping videos, one per service, with post texts in English and German, is produced in `apps/video` (`node scripts/export.ts` writes `out/library`).
2. LinkedIn first; plan, rhythm and measures in `plans/content-strategy.md`. A set of short looping videos, one per service, with post texts in English and German, is produced in `apps/video` (`node scripts/export.ts` writes `out/library`).
3. Google Ads for German clients: search campaigns for "website" and "automation". Concept, ad texts and open prerequisites in `plans/google-ads.md`.
4. Platforms (freelancermap, freelance.de, Web3 job boards) as a secondary channel.
4. Direct outreach: 10 targeted messages a week with one template.