How to Create Your Own Content Strategy

“Be specific enough to be believable and universal enough to be relevant.”
Ann Handley

According to Facebook, an average Facebook user gets around 1,500+ stories each time they log onto Facebook — but Facebook News Feed only displays 300 of them.

How do you cut through the crowd and ensure your content is included in that 300?

Creating Content That Readers Will See

Quality and strategy on your part are essential.

Do you like to be flooded with advertisements or promotional content all the time?

I don’t. Nobody does.

Here is the hard truth: people don’t want to hear about your blog or your brand all the time.

The first rule to successfully building a Facebook community is to avoid exclusively sharing your content — your Facebook Page isn’t an advertising platform for your blog. It’s a channel through which you can speak to your audience directly.

What you should focus on instead is to engage your audience with content that is interesting and relevant to your community, and that helps convey what your brand is about.

Sharing External Content

Why is sharing external content so important?

It shows your audience that you’re an authority in your field of expertise. It’s an indication that you’re collaborative with other businesses and confident enough with your brand to share the work of other bloggers. By finding articles that strike a note with your audience - regardless of the source - you’ll become a valuable authority.

On top of that, you’re making connections and building relationships with other bloggers, brands or travel publications. (We will elaborate on how to make connections in this module).

After you’ve shared the content of others, those bloggers and brands will be more likely to help spread the word when you have content to share. It doubles your exposure and allows you to tap into their audience and community.

The social media “Rule of Thirds” is a guideline that will help you find a balance between posting and sharing content. Many marketers have used this recipe to effectively build their brand on Facebook.

Of course, some have also managed to build a large, engaged following without using this formula. Again, what works for some might not work for others — so always experiment to find out your recipe for success.

What is Facebook’s Rule of Thirds?

  • One-third of your Facebook content promotes you and your travel blog, as well as other giveaways or campaigns that you’re doing.
  • One-third of your content should share ideas and stories from other bloggers, travel brands, and publications.
  • One-third of your content should be personal interactions and builds relationships with your audience. This can be in the form of questions for your followers, personal updates or some food for thought.

In the travel blogging world, most people seem to focus on sharing personal content from the road — whether in the form of photos or videos or simply written updates. That’s a good move, as live micro-blogging can bring your followers on the journey with you and help you make a better connection with your audience.

But I urge you to try out this “Rule of Thirds” and add in a mix of content to shake up your Facebook Page — track your Insights to see the results on your follower count and engagement.


On the Legal Nomads Facebook Page, Jodi Ettenberg makes great use of the “Rule of Thirds” by sharing a mix of her photos from the road, as well as her blog posts, and other relevant articles that call out to her followers.

I adopted the “Rule of Thirds” on my Facebook Page too. On an average day, I usually post three times:

  • One post will direct my followers to a link from my travel blog
  • One post is from an external source
  • The last post is a question directed to my audience or a photo or video from the road

How Frequently Should You Post?

This is a question that bugs many bloggers.

Truth be told, there is no one correct answer. What works for one brand might not work for another.

In general, though, it’s been shown that posting one or two times a day is the optimum frequency.

A study by Buddy Media showed that Pages that post two times per day receive 40% higher user engagement than Pages that had more than three posts per day.

Apparently, it’s about the quality of your posts and not the quantity.

However, I advise you to do experiments to find out which is the optimal posting frequency for your Page. What works for others might not work for you.


When Should You Post?

Finding the right time to post is one of the key elements in getting as many eyeballs on your Facebook posts as possible. To find out when is the best time to publish, you need to know when your audience is online and where they are from. (We will address this in detail in the next module.)

If your audience is mainly based in the U.S., studies have shown that the best time to publish is on weekends and after working hours.

Track Maven did a study on 5,800 pages and over 1.5 million posts, and they found out that posting on Saturdays and Sundays bumped engagement.

After doing 16 studies, CoSchedule also found that the best time to post on Facebook is:

  • 1 to 4 p.m. EST on Thursday and Fridays
  • 12 to 1 p.m. EST on Saturday and Sundays

This makes sense even without looking at the data, as people are likely to spend more time on Facebook during the time after they’ve finished work. There is also less competition on social media at this time, so your posts will have a better chance of appearing on people’s News Feeds.

However, this might differ from case to case — especially if your audience is not based in the U.S. As mentioned, it’s best to study when your audience is online using Facebook Insights (which we will elaborate on in the next module) to find out the best time to publish your posts.


Credit: Coschedule

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