Content Strategy 101: The Team Framework for Digital Connection
- John Funtik
- Feb 21
- 4 min read
Most churches are not silent online because they lack something to say. They are silent because they don’t have a clear filter to decide what to share. After ten years working in the digital world, I’ve seen this pattern again and again. Content strategy moves your team from scrambling to answer "What should we post on our church Facebook page today?" to having a clear mission that guides every post. This post shares the exact framework I use to help church teams find their voice and build meaningful digital connections.
My 70/20/10 Rule for Balanced Content
Before you pick up a camera or open your social media app, you need a ratio to guide your content mix. Without this, your feed risks becoming a bulletin board full of announcements that people scroll past without engagement.
70% Focus on Value
This is where you give more than you ask. Share stories and resources that educate, inspire, or entertain your community. For example, you may choose to tackle some of the big questions that people ask about God, the world, and their purpose in life. Or give your pastor's take on a common questions your congregation has about those topics. The point is to help the viewer! This builds goodwill and shows your church cares about neighbors beyond Sunday services.
20% Focus on Credibility
Build trust by sharing the heart behind your church. Post your pastor’s reflections, staff stories, or highlights from recent events like Vacation Bible School (VBS). These posts show the people and passion behind your ministry.
10% Focus on Invitation
This is where you make the ask. Provide clear, welcoming ways for people to connect, whether it’s a confidential message link to a staff member or an invitation to an upcoming event. Keep these posts straightforward and easy to respond to. The easier it is to connect with your team, the more accepted invites you will get!
This ratio helps your team answer what to post on church Facebook page with purpose and variety.
Categorize Ideas into Photo, Video, and Other
Gather your team in-person or online to brainstorm ideas for these 3 content ratios (I suggest writing on sticky notes for 10 minutes without talking). Once your team has brainstormed ideas silently, gather the notes on the largest open wall you have in the room and sort them into three buckets:
Photo
Static images, quote graphics, or carousel posts that tell a story visually.
Video
Short reels, TikToks, sermon clips, or behind-the-scenes "Director’s Cut" videos that capture attention and emotion.
Other
Links to blog posts, podcast episodes, or interactive polls that invite engagement beyond scrolling.
This simple categorization helps your team see the types of content you can create and keeps your feed dynamic.
Use the Project Evaluation Matrix to Prioritize Ideas
Not every idea is worth pursuing right away. The Project Evaluation Matrix helps your team move from good ideas to effective actions by scoring each idea on three factors:
Content Idea | 70/20/10 | Impact (1-5) | Time (1-5) | Cost (1-5) | Totals (3-15) |
What does the Bible say about Facebook? | 70% | 5 | 2 | 5 | 12 |
Pastor testimonial on food pantry | 20% | 4 | 4 | 5 | 13 |
Invitation to talk with pastor confidentially | 10% | 3 | 5 | 5 | 13 |
Impact measures how much the idea will connect or help your audience.
Time scores how easy or quick it is to produce (5 means easy, 1 means time-consuming).
Cost scores how affordable it is (5 means cheap, 1 means expensive).
The higher the total score, the sooner your team should start on that project. This method keeps your content strategy practical and focused on what works best.
Success Tip: Hear the Quiet Voices
Starting with a silent brainstorm ensures everyone’s ideas get heard, especially the quietest team members who often have the most creative thoughts. This approach builds team unity and uncovers fresh perspectives that might otherwise be missed.
How This Framework Helps You Grow Your Church Facebook Page
Many church leaders ask me how to grow a church Facebook page. The answer is not just about posting more often but posting with intention. Using this framework:
You avoid random posts that confuse your audience.
You build trust by sharing real stories and values.
You invite people in without overwhelming them.
You create a sustainable content rhythm your team can maintain.
When your team understands what to post on church Facebook page and why, your digital presence becomes a genuine extension of your ministry.
Final Thoughts on Building a Strong Digital Connection
Content strategy is not about complicated tools or endless posting schedules. It’s about clarity and teamwork. The 70/20/10 rule, categorizing ideas, and evaluating projects give your team a clear path to share your church’s story in a way that connects.
Start by gathering your team for a silent brainstorm. Use the matrix to pick your first projects. Focus on value, build credibility, and invite people warmly. This approach will help you grow your church Facebook page thoughtfully and effectively.
I've made the Content Evaluation Matrix free on my site here when you share you email address:
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