Take the perspective of your audience
The question I get most often is “What content do I post?” The answer is to start by taking the perspective of your target audience. What would they be most interested in seeing? Keep in mind the 80/20 rule of posting 80% content that benefits your fans and 20% content that sells. So it's advisable, for instance, to make 1 out of 5 posts that sell your service or product. The rest can be informative, educational, humorous, and otherwise entertaining. What format will bring the most engagement? Facebook live video is number one for engagement. More on Facebook Live in another article. Recorded videos are next in engagement, then still photos. Last is plain text. According to Buffer Social Facebook video posts get 135 percent more organic engagement than still photos.