Likes Are Not A Strategy: How To Create Content That Converts

Tired of chasing likes that don’t lead to results? Learn how to create content that converts — built around strategy, not just social media trends.

“What about bums on seats?”
Lindsay’s voice cut through the room like a highlighter on a spreadsheet.

We all froze—Sharpies still in hand—then burst into laughter.

It was one of those big-picture planning days with the whole SchlickArt team. Laptops closed. Snacks out. Oversized Post-Its taped to the walls. The kind of day where ideas fly faster than we can write them down.

This time, the focus was us.

We were mapping out the vision for SchlickArtTV, still in its early planning stages.
“What’s the purpose of SchlickArtTV?” Lindsay asked.

The energy was high, and the goals started flying.

“Build brand recognition.”
“Show people everything we’re capable of.”
“Correct misconceptions about what SchlickArt does.”
“Network with key people in Santa Clarita.”
“Share honest stories.”
“Pull back the curtain.”
“Increase our community impact.”

Each time someone spoke, Lindsay smiled and added it to the board.
The list grew longer and brighter—full of intention, purpose, and possibility.

Finally, she stepped back, tilted her head, and asked,
“Anything else?”

We glanced at each other and shrugged.
The board looked great. The list was solid. It felt like we’d nailed it.

Then Lindsay picked up her Sharpie again, turned back to the wall, and wrote three words at the bottom:

BUMS. ON. SEATS.

We cracked up.

Because of course. Of course that was the missing piece.

We’d listed 20+ thoughtful, heart-driven goals—and completely skipped the most obvious one: book clients. Fill the calendar. Drive revenue.

That phrase—bums on seats—is something Lindsay says often. But that day? It hit differently.

It wasn’t just funny. It was grounding. A lightbulb moment.

We were so focused on what we wanted to say with SchlickArtTV, we’d lost sight of what it needed to do.

And that moment shifted how we think about strategy—not just for ourselves, but for every client we guide.
Because no matter how beautiful, creative, or inspiring your content is…

If it doesn’t lead somewhere, it’s taking you nowhere.

The Problem With Vanity Metrics

Here’s the trap most business owners fall into:
We chase likes.
We track views.
We check to see if a post “did well.” 

But deep down, we’re not even sure what well means.

Maybe it got 73 likes and one comment from your Aunt Carol—but does that translate into an actual inquiry? A sale? A paying client?

Usually… not.

Because the unfortunate truth is: Engagement can feel good and still mean nothing for your bottom line.

And that’s the danger of vanity metrics. They create the illusion of momentum—a little buzz, a quick dopamine hit—that makes us feel productive. But when you check your books at the end of the month?

The numbers aren’t moving. The revenue isn’t rising. And the calendar still has too many empty spaces.

Why?

Because likes aren’t conversions. Views aren’t sales.

Attention doesn’t equal action. 

Social media is just the top of your marketing funnel. It’s a handshake. A hello. 

But without a strategy to guide that attention—from stranger, to lead, to booked client—you’re not really marketing.

You’re just posting.

What Does Drive Real Results?

It’s easy to forget: content is a tool—not the goal.

Likes might feel good, but content without strategy? It’s just noise.

Your content should do real work.
Move people. Build momentum. Drive revenue.

That’s why we help clients shift from posting to post…
to a plan that creates content that converts to actual business growth.

Here are five strategies that turn visibility into results.

1. Reverse-Engineer From Your Revenue Goals

Start at the top:
What’s your revenue goal this year? What key services are going to get you there?
From there, break it down: quarterly, monthly, even weekly. That gives us the real benchmarks to build toward—and a reason for every post, campaign, or offer.

Without that reverse-engineering? You’re just guessing. (And probably burning out in the process.)

2. Map the Customer Journey

Likes are awareness.
But conversions? That takes a thoughtful, multi-step journey.

We guide clients through building that map: from awareness (reach) to engagement (relationship) to conversion (sale). At each stage, we create the right kind of pulse—the right message, the right format, the right CTA.

Because your content isn’t just about one-time visibility.
It’s about building trust and momentum at every step.

3. Define & Understand Your Audience

Not all followers are buyers.
That’s why we analyze your actual audience: Who’s engaging? Who’s converting? Where do your best leads come from—and where do they drop off?

Once we know who we’re really talking to, we can create content that speaks directly to their pain points, objections, and emotional triggers. No more shouting into the void.

4. Plan Strategic Content With Purpose

We don’t believe in content for content’s sake. 

That’s why we build campaigns from your actual business objectives. We prioritize storytelling over trends. We connect the dots between your values and your visuals. And we do it with a calendar, a plan, and a clear division of who’s doing what—so nothing gets dropped or rushed.

Good content isn’t reactive. It’s intentional.
And when it’s tied to your revenue goals? That’s when it works.

5. Measure What Matters

Posting without evaluating is like driving without a dashboard.

We help you choose the right metrics (not just the vanity ones), track what matters, and schedule time to review it all with your team. That’s how you course-correct, troubleshoot, and double-down on what’s working.

Because marketing isn’t one-and-done. It’s iterative. It’s layered. And it’s not supposed to feel like guesswork.

Purpose-Driven Content at Every Stage

Here’s how we measure content that’s doing its job:

• Awareness: Reach, saves, shares, new followers
• Engagement: DMs, comments, email signups, clickthroughs 
• Conversion: Booked calls, inquiries, purchases

When your content is mapped to the full client journey, you’re not chasing random results. You know what stage each post is designed for—so you can measure it accurately and optimize with intention.

Suddenly, those seven likes?
Not a failure. They were the right seven people—half of whom clicked through to book.

That’s how strategy creates content that converts.

From Post-It to Payoff

Almost a year to the day after that planning meeting, SchlickArtTV brought in its first client.

And it wasn’t just any client—it was our ideal client, for our top-tier service.
The exact kind of person we built the series for. A high-quality lead, aligned with our values, ready to invest.

Exactly the outcome we envisioned when Lindsay wrote three words at the bottom of that Post-It wall:
Bums on seats.

Because good marketing isn’t just about looking good online.
It’s about building something that actually works.

So if you’ve been showing up, doing all the things, and still wondering why it’s not adding up…

Maybe it’s time to rethink the strategy behind the content.
Maybe it’s time to build something more intentional—with the right goals, the right audience, and a clear path to results.

That’s what we do best. And we’re ready when you are.

👉 Ready to create content that converts?

Let’s build a content plan that puts purpose—and profit—at the center.
Ready to create content that converts? Book a strategy session with your marketing team.

About Our Business & Marketing Planning

What if your marketing plan started with your revenue goals—and worked backwards? At SchlickArt, our Business & Visual Marketing Planning service helps you create a clear, story-driven strategy designed to deliver real results. We begin by identifying your ideal income goal, then break it down into monthly targets and a detailed content plan that maps out exactly how to achieve them. Every step is intentional—crafted to support your bottom line while telling the authentic story of your brand. From brand messaging and campaign strategy to visual content that truly connects, we guide you through a marketing approach that feels as good as it performs.

Whether you’re a business owner, executive, or marketing professional, you’ll walk away with a focused plan and the confidence to put it into motion.

Let’s build a marketing plan that’s tailored to your goals—and create content that converts.
Schedule your complimentary consultation today.

About SchlickArt 

SchlickArt, a luxury visual marketing company based in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of authenticity that shines through every camera lens. Built on a philosophy–rather than a product, service or person–SchlickArt has rapidly evolved, meeting fractional CMO, business and strategy planning, professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. 

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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