Consistency is said to be the secret of social media growth: More likes, shares and leads. And they’re right — Buffer’s own data shows that consistent posting can multiply engagement across platforms.
How do you really go about it? This is something that few talk about. What’s more important, is how to make this sustainable so you won’t burnout two weeks into it?
As a Notion creator and builder, when I decided to leave my marketing role behind me I knew I had to be present regularly. It would either make or break my Notion business. There was no one to work with, no deadlines outside, and no boss demanding drafts. It was just me and my ideas. I was alone with my thoughts, the blank sheet, and me.
This meant I would need to come up with a content strategy that was more than just a means of keeping me accountable. The solution had also to be something doable, repeatable, and fun. The alternative was that I’d silently ghost my audience, and then my baby business when life (which it always did) got too busy.
This was achieved by combining a Notion-based semi-automatic system with an editorial workflow. This system, which I developed over my past six years of experience as a marketing director, is strong and simple enough for me to use alone. It also allowed me to maintain a posting streak that lasted 28 weeks. This system has allowed me to double my LinkedIn followers, reach over 135,000 people within 6 months and stay sane.
This article will explain how the system works.
How did I feel when I was finally consistent?
No one ever showed up. When I went solo, I promised myself that every week would be the same. “posting when inspiration strikes,” No more ghosting for several weeks. From my own experience, I knew that only consistency would allow people to remember me and let’s face it, lead to me.
As a result, I did a test to see what would happen when I committed myself. In the last 28 weeks (six month and counting) I have been sending a Substack Newsletter every Tuesday, posting on LinkedIn five times per week, Instagram five times per week, and LinkedIn five times each week.
What happened?
- The number of LinkedIn followers I have doubled.
- The content I created reached over 135,000 users.
- Even though one post became a viral hit, the importance of it is that even the “quieter” Conversations and steady engagement began when one started to pull.
It’s not that the content is easy or fun anymore, but that it feels that way. It isn’t “effortless”Content creation is still a lot of work but now it’s not as time-consuming and heavy. My system has transformed showing up consistently into almost second nature.
As an alternative: “Ugh, what am I supposed to post today?”
It’s: “Cool, I know exactly what’s on deck, let’s knock it out.”
Sure, the numbers are thrilling. It was the fact that I stopped fighting. It became my default to be consistent, no matter what. I was still my usual self, even if I fell ill, moved around France or trained for my first half-marathon.
Myth of the magic content calendar
You may be wondering what I’m talking about. “Is she just describing a content calendar?”. It’s both yes and no.
The content calendar is a great tool. You can see your schedule in advance. You can also use them to plan your content for campaigns, events and holidays. They help you identify where you have gaps and if you are overloading or neglecting one of your channels. These tools are great. I’ve used and built a lot of them.
A calendar may tell you when and what you should post, but that doesn’t help you actually do it.
There’s a missing part I found. My calendar might say “Tuesday: LinkedIn post on storytelling,” but unless I had a system underneath it (aka a clear way to move that idea from spark → draft → publish → repurpose), the calendar was just a nice-looking plan.
It’s not a good feeling to see your content feed empty while you stare at a calendar of overflowing articles.
Calendars = Visibility Execution = System You will need both.
The breakthrough for me wasn’t creating a more beautiful calendar. The breakthrough was creating an editorial system to ensure that ideas did not die in the backlog, but made it to Buffer. “scheduled” After that, “published.” They often lived on another stage.
How to create a workflow for my editorial system and workflow
The answer to the question of how I can post 11 posts a week, without getting burned out isn’t endless inspiration. It’s discipline. Every week I repeat four steps.
My friend now posts every single day, on five different platforms while still working 9 to 5. The short version is that it’s not only for me.
Step 1 – Capture your ideas every day for 5 minutes maximum
They don’t appear when you want them to. The ideas come mid-run or during a phone call to a customer, and sometimes even in the middle while cooking. Instead of relying upon my brain (spoiler, it won’t) to remember them I log the information immediately.
Clicking a button will add every spark to a Notion Database. There is no need for immediate action. Even if it is a simple half-sentence, or even a messily written note, that’s perfectly fine. It’s important to remember that the goal is not perfection, but rather to catch.
Tip: Select one location to take photos. Notion is a good option, but you could also use Trello, Buffers’ Create space or your Notes application. You’re more likely to actually complete the task if there is less friction.
The second step is to transform ideas into content and create a plan (biweekly for 30 minutes).
This is where I decide: which ideas feel exciting? Which ideas do I find exciting? What ideas are most in line with my current goals? What can I split up into several posts?
Notion’s amazing button feature allows me to quickly convert ideas into post formats for different platforms. I also refine or add the content brief to my posts to help make it easier to write them (Step 3).
When I click a Notion button, Notion automatically creates posts that are linked to the idea. I can then send them to LinkedIn, Instagram or my newsletter. This saves me the time of manually copying and pasting content, as well as giving me a starting point to each post. When it comes time to write content (Step 3) I can also edit or improve the brief.
Then I drag them and drop into Notion’s content calendar to ensure I maintain a balance between topics and pillars for the week. Here, rhythm is more important than perfection. It is important to keep planning short, strategic and repetitive.
Tip: Consider this a regular meeting you have with yourself. Schedule it. You shouldn’t depend on “I’ll get around to it.”
Step 3: Create (weekly, half-day)
My creative sprint day is Tuesday. Notion tells me what I need to create and how to complete it.
In Notion I batch the captions before visuals. Afterwards, scheduling is done, typically in Buffer. Some weeks, I’ll take the posts individually. The heavy lifting was done during the planning stage, and now all that’s left is the execution. Notion, my manager is.
Tip: Select your “creative day” Protect it as you would protect a call from a customer. A half day dedicated to creating content will get you farther than spreading out tasks over the week.
Step 4: Get ready for the following week. (Fridays at 15 minutes).
Before I log out for the week, I reset my computer and plan a few things. It takes me 15 minutes to go through the content coming up. I divide it into actionable, specific and clear tasks by clicking on a button twice. Then, add dates and ensure that next week’s schedule is planned.
This way my creative Tuesday will start clear and not chaotic. There’s no morning rush, only a list of tasks that are ready.
Tip: Do a 10 minute Friday reset. This is one of my favorite habits for increasing my online visibility.
And that’s the whole cycle: capture → plan → create → prep. It’s simple enough to be ingrained, but structured enough to grow. Consistency isn’t hard work once it starts; it just happens.
What you can do to improve your content
So, that’s how I work. How can you apply these principles to your content? Let’s start with this:
- Your home is waiting for you!Stop scattering your ideas on sticky notes and Slack messages. Also, stop using three apps. Commit to keeping everything in one location, such as Buffer Ideas or Notion. Idealy, you want to be able to look back and see which ideas you’ve used before.
- Pick a planning cadenceYou should block out time every week or two weeks to go through your content and determine what is worth publishing. Consider it similar to meal planning, but with your content. It won’t get to the table if it isn’t on the calendar.
- Enjoy your creativity by maximizing the time you have available.Rather than writing captions one by one, between tasks, set aside a dedicated block of time, such as a morning or afternoon. Or even two hours. Then create your work in batches. When you are in the flow, it will feel so much more effortless.
- Reset your mind before you start the new weekHow about a 10 minute check-in at the end of your week to see what’s next? Have you set a deadline for the creation of content? Everything ready for go? You can save yourself from the chaos by using this tiny reset.
What you need to know: Not just the tool, but the rhythm should be adapted. No matter if you use Notion, Buffer Trello or a Notebook, the end goal is always the same. You want a system to take your ideas from conception through implementation. “publish” Without you having to force yourself through every step.
Systems build momentum
It’s not willpower that makes consistency possible. You don’t have to wake up with an influx of motivation every morning or hold yourself accountable by sheer willpower. It might last a couple of weeks, but that’s not sustainable.
Design an environment in which showing up feels like the least effort. With a simple idea, you can create without feeling panicked.
This is what an editorial system and workflow gives you. This system makes consistency your default. It removes the stress of discipline.
