Cracking a Posting Strategy

This week, I want to break down how I transformed my Facebook posting strategy from aimless to intentional. It’s a peek into how I approach content as a business, not just an artist sharing work.

What Hasn't Worked

I've increasingly dismissed posting on Facebook. However, I've occasionally been pulled back in due to their claim of 3 billion (!!) monthly active users. I have the content, so why not?

Even though I've slowly grown my Facebook page to 645k followers, my posting strategy there has been spray-and-pray. I'll blast a few videos over the course of a week and then forget my page exists for several months.

The occasional video has performed well, but to no end. The views don't direct to any larger business purpose and whatever revenue I've stumbled into has amounted to dozens or hundreds of dollars.

The Problem

I want to fix two problems:

1. Random posting schedule

2. Dead end views (content isn't providing anything except likes & follows)

As a business, my greatest advantage with social media is that it acts as a set-and-forget advertising arm of my company. Views come in as I sleep, and those views should be serving my business beyond likes & follows.

Posting with Purpose

Here's the strategy that I've been testing for the past few months:

1. Post once per week from my archive

2. Write a caption that pairs with my weekly blog post (and link to it)

3. Slowly build a library of 52 videos that I can cycle through every year

This structure is simple but powerful. Each post now nudges new visitors to my site - where they can sign up, subscribe, or explore how to learn from me.

The Results

Reach: One of the first posts using this strategy took off to the tune of several million views (I used an old viral video). Close to 500 people clicked through to my site.

Growth: I got a notification from Facebook that because I'm now consistently posting high-quality content, they've increased the distribution of my entire page!

Revenue: I just joined Facebook's new all-in-one Content Monetization program, so I have limited data, but what started as $2/day in passive income is now closer to $8/day - enough to cover most of my company software subscriptions (and growing).

Conclusion

✨ Views and likes are vanity metrics. They feel good, but they don’t build a business on their own.

When you treat your content as advertising, you start asking better questions: Not “How many people watched this?” but “How is this helping the right people find what I offer?”

Even though I’ve simplified my Facebook schedule to just one post per week, I’ve multiplied its impact—because now, every view has a purpose.