Imagine taking every social media post your business has shared over the past three months, printing them out and fastening them together to make a magazine. Now place that magazine on a table alongside all the others competing for attention. Would your potential customers pick it up? More importantly, once they had opened it, would they want to keep reading?
It’s a useful test because it takes us away from the usual conversations about reach, algorithms and how often we should post. Instead, it asks us to look at our content from the audience’s point of view.
For many businesses, the finished magazine would be page after page of adverts. It would follow the format; buy this, book that, don’t forget our latest offer, and here is another photograph of something we sell. There is nothing wrong with selling on social media. Businesses need to sell, and magazines need advertising. But you probably wouldn’t buy a magazine containing nothing but adverts from the same company, however beautifully they were designed! You certainly wouldn’t eagerly await the next issue.
A good magazine
A good magazine earns our attention with interviews, opinions, practical advice, beautiful photography and something that makes us laugh. It introduces us to people and places we didn’t know about. There are pages we skim, pages we pause over and perhaps an article we mention later.
Most importantly, it contains contrast, so a serious feature might sit alongside a light-hearted column. A useful guide could be followed by a personal story. The content changes, but it still feels as though it belongs in the same publication.
That is where the comparison with Sussex Exclusive really works. The printed magazine gives readers something tangible to sit down with and enjoy, while the website and social media allow its stories, recommendations and conversations to continue digitally. Each format gives people a different way to discover Sussex, and together they make the whole offering stronger.
Businesses can learn from that. Your social media should feel recognisably yours, but that doesn’t mean every post needs to look or sound the same. Consistency and repetition are not the same thing.
A strong content mix lets people connect with your business for different reasons. Somebody might follow for your advice, become interested in the people behind the business and eventually buy because they trust what you do. If every post begins with what the business wants to say, the result can quickly feel repetitive. A more useful starting point is to ask what the reader might like to find on the next page. What would make the next edition of your imaginary magazine worth reading?
The Instagram accounts I’ve chosen this month all have something to promote, but their content offers much more than a succession of sales messages.
Weald & Downland Living Museum @wealddownmuseum
The Weald & Downland Living Museum has all the ingredients of a fascinating history magazine. There are historic buildings, traditional crafts, rural life, seasonal changes and the people working to preserve skills and stories that might otherwise be lost. Its social media can take followers beyond the practical details of planning a visit and into the world surrounding the museum. It can educate, answer questions, share unexpected details and show craftspeople at work.
By the time followers see an invitation to an event, they may already be interested because earlier content has helped them understand why the place and its work matter.
Parker’s Patch @parkers_patch
Julia Parker’s account would be the expert column in a magazine. From her garden on the East and West Sussex border, she shares her knowledge of growing fruit and vegetables, along with seasonal advice, experiments and the realities of what works and what doesn’t. The photographs are visually appealing, but they also help followers learn something, find an idea to try or feel encouraged to have a go.
Julia runs workshops and has services to promote, but sharing her expertise gives people a reason to return when they are not ready to book. Not every follower will be a customer today, but useful content can ensure you are remembered when the time is right.
Raystede @raystedeofficial
Some of the most memorable magazine articles are the human-interest stories, or in Raystede’s case, the animal-interest stories. The charity can introduce animals looking for homes, share news of those happily rehomed, offer practical pet advice and show the work taking place across the organisation. It can also tell people about fundraising, volunteering, events and the many different ways they can help.
Rather than every post asking for support, this mixture helps people understand the difference their support makes. An animal’s story creates an emotional connection, advice provides something useful and an update allows followers to share in a positive outcome.
Rathfinny Wine Estate @rathfinnyestate
Rathfinny could easily fill the lifestyle pages of a magazine. The wine is naturally part of its content, but so are the vineyard, the South Downs setting, the winemaking process, sustainability, food, people, events and the changing seasons. Together, those subjects create a much richer picture than bottle photographs and product descriptions alone. Followers see the place, knowledge and work behind the finished product.
This is useful for any business that thinks it has only one thing to talk about. Look beyond the product itself. Who makes it? Where does it come from? What knowledge goes into it? What happens before it reaches the customer? The answers are often where the most interesting content is hiding.
Your turn
Now return to your own imaginary magazine. Does it contain different sections, or does every page make the same sales pitch? You might include an advice column, introduce somebody in your team, share customer stories, answer common questions, offer opinions about your industry or take people behind the scenes. You could celebrate collaborators or explain something customers often misunderstand.
Your exact mix will depend on your business and the people you want to reach. The aim is not to copy somebody else’s content plan or force yourself to make Reels that feel unnatural. It is to give people more than one reason to follow you. Sometimes you will still need a straightforward advert. Tell people what you sell, explain how to buy it and make the call to action clear. Those pages have their place. They simply work harder when they sit within a publication people already value.
So, the next time you are planning your posts, imagine turning the printer on. Would the finished magazine feel useful, interesting and recognisably yours? And would anybody want to read the next issue?
If there are any Instagram accounts you think should be added to the Sussex Scroll, DM Michelle at @byjovemedia or email michelle@byjovemedia.co.uk and you might see them featured.
About the Author
Run by Sussex-based social media strategist Michelle Betts, @byjovemedia is a must-follow for small business owners looking for expert advice without the jargon. Michelle shares practical guidance, useful updates and honest observations, all delivered in her signature straight-talking style.
If you’re craving greater clarity with your social media, Michelle also offers bespoke one-to-one sessions tailored to you and your business.
If you have enjoyed this edition of the Sussex Scroll, you may also like:
