“What about bums on seats?”
Lindsay’s voice cut through the room during one of our big-picture planning days at SchlickArt.
The whole team had been gathered around oversized Post-it notes, mapping out the vision for SchlickArtTV. The ideas were flying: build brand recognition, share honest stories, pull back the curtain, increase community impact, correct misconceptions, connect with local leaders.
It was thoughtful. It was creative. It was very us.
And then Lindsay stepped back, picked up a Sharpie, and wrote three words at the bottom of the board:
BUMS. ON. SEATS.
We all laughed.
Because of course.
In all our excitement about what we wanted our content to say, we had almost forgotten what it needed to do: bring in bookings.
That moment became a turning point in how we think about content strategy—for ourselves and for the clients we guide. Because likes, views, and comments can feel encouraging, but they don’t always translate into inquiries, booked calls, or paying clients.
And for service-based businesses, that matters.
Social media is often the first handshake. It’s how people discover you, get a feel for your personality, and start to understand your value.
But without a strategy that moves people from awareness to trust to action, you may not be marketing as much as you’re simply posting.
The goal isn’t to make every piece of content a sales pitch. In fact, the best content usually doesn’t feel like selling at all. But it should have a purpose.
Some content builds visibility.
Some builds trust.
Some educates.
Some invites the right person to take the next step.
When those pieces work together, content becomes more than something to fill your feed. It becomes part of a real marketing system.
We’re sharing the full story behind that Post-it note, plus five ways to create content that actually supports business growth.
Read the full article here:
Likes Are Not a Strategy: How to Create Content That Converts
Originally published by SchlickArt, a Santa Clarita-based fractional marketing team and visual marketing company serving professional service organizations and growing businesses.