Your Posting Cadence
All right. Now, we're going to determine your posting cadence. This is a big debate, big question that a lot of people have. I get it. Honestly, I probably got this question at least 300 times in the last year. No joke. And it's a debate that occurs heavily online and a lot of different top creators that you should look up to have differing opinions here. And so I'm going to share with you my philosophy here.
Volume for Speed and Learnings, Not Just Reach
Before we dive into the framework for determining your posting cadence and then another framework for how to increase the volume and increase your cadence, I want to give you my overarching philosophy on quality versus quantity. The great debate has existed probably for the last eight years online. And I think that a lot of people that enter this debate don't actually define what these two things mean and what they are and what their purpose is.
So quantity is something that a lot of people have overindexed on. I'll say, okay, they believe that you post a high volume of content in order to gain the most impressions and show up everywhere, having your face in front of people all the time. And that's a beautiful byproduct that occurs from posting a high volume of content. But I actually view volume of content as a tool in what I call the accordion method.
Quality Is Determined by Your Audience
The way I like to think of it is I don't know what quality is and neither do you. We sit around ideating on a piece of content and we'll say something like "this is a high-quality piece" and that ultimately is a subjective opinion. That is you subjectively saying this is high quality. But we don't give a fuck about what you think. We care about what your audience thinks.
Your audience is who determines what quality is, not you. And we use volume to acquire that data quicker. If you were to post 10 videos over 30 days, okay, that's one video every 3 days. Cool. If you were to take the same amount of videos and post them in a week, you're going to gain insights faster.
And what insights am I talking about? What your audience is resonating with. What are they liking more? What are they commenting on more? What's getting more views. Those are indicators of your audience signaling to you, the creator, "hey, I call this higher quality content."
Quality does not have anything to do with the fancy shit that we're trying to do here—the lights, the camera, right? Like the set that you're working on. No, fuck that. That has nothing to do with quality.
Think about this. Some of the most viral videos, most viewed and engaged with videos ever online are filmed at night in the dark on a fucking cell phone. Like, they're grainy. You can barely tell what's going on, right? Quality is a subjective thing. And because it's subjective, I would rather have the audience determine what it is rather than me pontificating on what I think quality is.
So again, you post high quantity, high volume content to get the learnings on what your audience says is quality and then what I believe you do is you compress the accordion and that's when you start to put more effort per piece of content.
Stop the Guessing Game
Look, this is about stopping the guessing game. Let your audience tell you what they want instead of you sitting there trying to figure it out in a vacuum. I see creators all the time—they'll spend three weeks on one fucking post, polishing it, making it perfect, obsessing over every detail. And then it flops.
Meanwhile, the thing they threw together in 20 minutes because they were running late for dinner? That shit goes viral.
That's your audience telling you something. Listen to them.
Start with Your Highest Leverage Platform
So now that we understand what quality and quantity are, we are going to determine our posting cadence. What I would encourage you to do is first start with the highest leverage platform. Okay, what do I mean by the highest leverage platform?
Well, one, what are you getting the most results from? Where are you getting your leads? Where are you getting the majority of your engagement? Right? What is performing well by the platform standards and by conversion standards?
And number two, what platform allows you to create one piece of content that then you're able to repurpose into many different pieces of content? Typically, what this looks like is a long form piece of content—aka this course, right? A YouTube video is going to provide you so much ability to be able to, like I said at the top, clip moments, so you can get shorts. You're able to pull the transcript, get quotes, use that transcript to then make a LinkedIn post. You can extract the audio for a podcast. You can then pull stills from the video to use in social posts. It's a very high leverage medium and platform.
The LinkedIn Discovery Story
Now, please again, I really pushed this in the last section and I'm going to just continue reinforcing it. If you are tracking conversions, which you should—conversions off-platform—if you notice that there's one or two platforms that are leading to a lot more conversions off-platform, please double, triple, quadruple down on those platforms.
On one of the teams that I was running, we learned when actually looking at the data that YouTube was our number one lead provider, Instagram was number two, and LinkedIn was number three. But here's the very interesting thing. That was by absolute. But if you look at percentage of audience that is actually converting, LinkedIn was number one by a fucking mile. It was a way smaller audience because it was a platform that we took on and started really optimizing for way later than YouTube and Instagram.
So what we realized is we should allocate far more resources to LinkedIn. If it has a higher percentage of qualified leads coming from it, all we have to do is increase the amount of impressions we're getting and in theory that will be the number one platform, not just by percentage, but by absolute leads.
We discovered this at a time when LinkedIn was just starting to emerge as like the next big platform. And so we actually as a team had kind of devalued it. We viewed it as an afterthought. It wasn't our number one priority. But the moment that we looked at the data, bing bing bing, track your data. The moment we did that, we saw massive returns. All of a sudden, LinkedIn became something that we were putting—I mean, we were spending probably 20-30,000 a month just on LinkedIn organic content alone.
The YouTube Example: Volume to Find Your Voice
Let me give you a concrete example. Let's say you want to do YouTube. Most people start with like one video a week, right? That's what everyone says—"consistency, one video per week." But here's what I did on a channel I was working on.
We started with three videos a week for the first month. Then we went to five videos a week. Were they perfect? Fuck no. But we learned more about what worked in two months than most people learn in a year.
The editing? Minimal. We're talking basic cuts, maybe some music, nothing fancy. I'm literally filming some of these with trucks and sirens going off in the background because that's real life. But you know what happened? We found our voice faster. We figured out what topics hit, what didn't, how long people actually watched, what thumbnails worked.
Then after we had that data—after we knew what the audience wanted—that's when we compressed the accordion. We went back down to three videos a week, but now we put way more effort into each one because we knew what to focus on.
Avoid the Perfect Post Trap
Here's the thing that kills most people before they even get started—they get stuck in what I call the "perfect post trap." They sit there crafting this one piece of content for days, weeks even, trying to make it absolutely flawless.
Perfect is the enemy of posted, people.
You know what's funny? I'm literally filming this course right now with semis driving by, sirens going off in the background, all kinds of real-world noise. Is it perfect? Hell no. But am I going to wait three months until I can rent some fancy studio? Fuck that.
The audience doesn't care about perfect. They care about value. They care about authenticity. They care that you're actually helping them solve a problem or giving them something useful.
I've seen creators spend so much time perfecting one post that by the time they hit publish, the moment has passed, the trend is dead, and they're starting from scratch again.
If You've Made It 2-3 Months, Congratulations
Look, if you've been consistently creating content for 2-3 months already, first off—congratulations. You're already ahead of like 80% of people who started this journey. Most people quit after a few weeks when they don't see immediate results.
But now you're at a critical juncture. This is where you need to start getting smart about your content strategy. You can't just keep throwing shit at the wall forever. You need to start looking at what's actually working and double down on that.
Content Pillar Approach: Mining for Gold
Now here's where it gets interesting. Once you've got some momentum, once you know what your audience wants, you need to think about content pillars. This is where you create one big, comprehensive piece of content and then mine the shit out of it.
Think of it like gold mining. You dig deep once and then you extract every ounce of value from that one dig. Don't just post your YouTube video and move on. That's leaving money on the table.
Here's what smart content creators do: They take that one piece of pillar content and they extract 10, 15, sometimes 20 pieces of content from it. Every quote, every insight, every story within the story becomes its own post.
The Gary Vee Waterfall Distribution Model
Gary Vaynerchuk basically perfected this shit. The guy figured out how to take one keynote speech and turn it into like 64 pieces of content. I'm not even exaggerating—his team literally extracts 64 pieces from one hour of him talking.
Here's how the waterfall works: Gary does a keynote. His team films it. That's the pillar content, the source material. Then they go to work.
They pull out the best one-minute segments for Instagram videos. They grab powerful quotes and turn them into quote cards. They take key insights and expand them into LinkedIn posts. They extract the audio for podcast clips. They turn interesting moments into Twitter threads.
One keynote becomes 30, 40, 50 pieces of content across every platform. It's insane when you think about it.
Now, Gary's got a whole team doing this. You probably don't. But you can absolutely do a scaled-down version of this. Instead of 64 pieces, maybe you extract 10 or 12 pieces from your pillar content.
The Detailed Extraction Example
Let me give you a concrete example. Say you make a 20-minute YouTube video about "5 Mistakes New Entrepreneurs Make." Here's what you can pull from that one video:
- Instagram carousel: Each mistake becomes one slide in a carousel post
- LinkedIn article: Expand on just one of those mistakes with more detail and examples
- Twitter thread: Break down all 5 mistakes in a thread format
- Instagram story series: Film yourself talking about each mistake in separate story posts
- Quote cards: Pull out your best one-liners from the video
- Podcast episode: Use the audio as-is, or expand on the topics
- Blog post: Transcript plus additional thoughts
- Email newsletter: Send each mistake as a separate email over a week
- YouTube Shorts: Each mistake becomes its own short-form vertical video
- TikTok content: Same as Shorts but optimized for TikTok's audience
That's 10+ pieces of content from one video. And I'm just scratching the surface here.
Scaling by Platform, Not All at Once: The Eye of Sauron Approach
Here's where most people fuck up. They try to be everywhere all at once. They're posting on YouTube, Instagram, TikTok, LinkedIn, Twitter, Facebook—spreading themselves thinner than butter on toast.
I call this the "Eye of Sauron" approach, but in reverse. Instead of having one all-seeing eye focused intensely on one thing, they've got like fifteen half-blind eyes looking in every direction.
Don't do this shit.
Pick one platform. Master it. Get it dialed in. Figure out what works, build your audience there, start seeing results. Then, and only then, expand to the next platform.
When I work with creators who are struggling, 90% of the time it's because they're trying to do too much at once. They're posting mediocre content on six platforms instead of great content on one.
The Shift to Higher Effort Per Piece
Now, here's where it gets interesting. Once you've been at this for a while—once you know what your audience wants, once you've got some momentum—you need to shift your approach.
Remember the accordion method? Well, now it's time to compress that accordion. Instead of posting five times a week with minimal effort per post, maybe you post three times a week but you put way more effort into each piece.
Look at LinkedIn as an example. Early on, you might post quick thoughts, one-liners, simple observations. But as you grow, you start crafting longer posts, adding more insight, telling better stories. The frequency might go down slightly, but the impact per post goes way up.
This is the MrBeast approach. The guy doesn't post every day. Hell, he might post once a month. But when he posts, it's a fucking event. Every video is a production. Every thumbnail is tested. Every title is optimized. He's putting massive effort into fewer pieces, and it shows in the results.
You can't start there—you need the data first, you need to know what works. But once you have that foundation, that's when you start investing more in each piece.
Study Your Top 10% Performing Content
Here's what you need to do once you've got some content out there: Look at your top 10% performing posts. I'm talking about the ones that got the most engagement, the most saves, the most comments, the most shares—whatever metric matters most to your goals.
Study that shit like your life depends on it.
What do those posts have in common? What topics were you covering? What format were you using? What time did you post them? What was your hook? How did you structure the content?
I guarantee you'll start seeing patterns. Maybe all your best-performing content is about a specific subtopic within your niche. Maybe your stories always do better than your straight advice posts. Maybe your posts with numbered lists crush everything else.
That's gold right there. That's your audience telling you exactly what they want more of.
But here's what most people do—they ignore this data. They post one thing that blows up and then they're like, "Cool, that was a fluke," and they go back to posting random shit.
Don't be most people.
Optimize for Conversions, Not Vanity Metrics
Here's the final piece that most content creators completely miss: You need to optimize for conversions, not just engagement.
Everyone gets obsessed with likes and comments and shares. And sure, those matter—they're indicators that people are resonating with your content. But at the end of the day, what matters is whether your content is actually driving your business forward.
Are people signing up for your email list? Are they booking calls with you? Are they buying your products or services? Are they becoming actual customers, not just followers?
This is why you need to track everything. Not just how many likes you got, but where those likes are coming from and what those people are doing after they engage with your content.
Maybe you have a post that gets 1,000 likes but leads to zero conversions. And another post that gets 50 likes but leads to five new email subscribers who each spend $100 with you later. Which post was actually better for your business?
The second one, obviously. But most people would look at the metrics and think the first post was more successful.
Start Where You Are, With What You Have
Look, I get it. This can all feel overwhelming. You're thinking about volume versus quality, content pillars, platform strategies, conversion tracking—it's a lot.
Here's my advice: Start where you are, with what you have.
If you can only post once a week right now, post once a week. But make it count. Put effort into it. Study what works. Track your results.
If you can post every day but only for 10 minutes per post, do that. Use the volume to learn faster.
The key is to actually start. Stop overthinking it. Stop waiting for the perfect strategy or the perfect moment or the perfect piece of content.
Perfect is the enemy of posted, remember?
Just start. Post something. Learn from it. Adjust. Post again.
That's how you build a content strategy that actually works for your business. That's how you find your voice, grow your audience, and turn that audience into customers.
The rest is just details.