Posting Strategy: What makes sense for me?

8 minutes

Thomas Kim
Content Strategy

How often should you be posting?

Once you have subscribers, no matter how few or how many, you'll likely arrive at the point where you feel some pressure to figure out what to post next. This feeling, without structure or a system, can make it feel like you have an never-ending obligation to deliver meaningful content to your loving audience.

Previously, we discussed how to think about and develop the type of content you can film. Now, let's shift our focus to cultivating a content calendar, which will serve two key functions. First, it will set a posting rhythm that your subscribers will get used to over time. Second, it will preserve your sanity. You don't want to be thinking about what you're sharing every day or every week. Otherwise what you share will degrade because you haven't set aside time and mental space for you to take in inspiration yourself. Said another way, to breathe, you cannot be constantly exhaling.

Let's take a second to level set -- running a content subscription is work. And its demands will be different than 1-on-1 or group sessions that you may be presently running. However, the fruits of this work are different too. You can serve people that live on a different time zone. There's no ceiling on how many people that you can reach. You can provide mini-lessons that refresh or review things you already imparted to someone in a live format. Or someone new may be able to touch your work in a more passive fashion prior to entering a deeper, more transformative service that you provide. The list goes on.

The good news is that brainstorming, editing, and publishing content are like any other skill or muscle you have developed in your life. The more you do it, the faster the process becomes, and the easier things get. There are also ways to plan ahead so that (1) you're not rushing to create something every week and (2) you have enough time to inhale.

Create a content calendar

It's a fruitful exercise to plan out your videos or courses a month or two in advance. This helps you avoid future scheduling conflicts and gets you organized on what you will post each week.

First, decide how many times you'd like to post each week or each month. Over time, your audience may tell you what feels like the right amount. At the same time, pay attention to how long it takes you to make each video. Perhaps you can start out with just one per week, and as your fluency increases, you can decide if releasing more feels like a good step to take.

I'm a believer that when it comes to subscriptions, quality is better than quantity. So, if you feel like you're rushing to get videos out and they start to lack in quality, maybe it's time to step back and ask whether or not you're still excited about what it is that you're sharing. Chances are, if you aren't excited about what you're releasing, your audience won't be either.

Second, select the days in the calendar you'd like to post. Once you've done that, you can then work backwards by selecting the day to actually produce the work.

Develop your own creative ritual

Do you feel most creative in the mornings or at night? Is the natural light best in your home at a certain time? Is there a time and day in the week when your roommates are gone, your pet is fed, your space is quiet, and you feel comfortable and in your own skin to film? 

These are important conditions to hone in on as you develop a ritual with your creative work. Setup is key to producing inspired work. So, pay attention to the different elements that are supportive influences for what you're trying to achieve. Said another way, these small rituals, which can be a time of day, a place, clothing, or even scents to wear are ways of telling your brain, "Okay it's time to get into the "zone" of sharing your gifts. This next block of time is for me to communicate with and serve those that look to me for guidance. Nobody else."