Quality, SEO, and variety … Oh My! Oh, and don’t forget the 4-1-1 rule. A lot of companies will focus their content inward. Meaning they focus on what they can do for customers. That’s great because you do have to solve your customers’ problems. However, the rule is that your content should focus outward, as well. The 4-1-1 rule helps you achieve the proper ratio of original posts, engagement posts, and self-serving posts.