It’s a no-brainer that prioritizing social media content creation is fundamental to building a business. While the number of social media users continues to grow, not everyone growing a small business knows how to use it to their advantage. Stick with me for an in-depth look at creating social media content to support your business growth.
CONTENTS
The Benefits of Having a Social Media Content Strategy
Who Are You Creating Content For and How to Serve Them
How to Create a Social Media Content Calendar
Social Media Content Ideas
How to Plan Social Media Content
How to Repurpose Content
Don't Underestimate Pinterest
Designing Your Social Media Content Style
How to Design Your Social Media Content
Social Media Content Creation Tips and Tricks
THE BENEFITS OF HAVING A SOCIAL MEDIA CONTENT CREATION STRATEGY
1. Social Media is Free to Use
Creating social media content is the easiest and most effective way to build brand awareness and the best part is IT’S FREE. But if you aren’t strategizing your social media content calendar for your business, you’re leaving money on the table.
2. It Helps You Build Brand Awareness
With a memorable brand identity to make your brand easy to recognize, along with regular posting and carefully curated content, you will grow an audience, build their trust, and keep your business top-of-mind.
3. Grow Your Audience and Your Business
Hashtags aren't dead. Even in 2025. Be sure to use hashtags that are relevant to your unique content, your industry, and your target demographic to expand your reach. Having a social media content strategy will allow you to engage the growing audience you earn through hashtags, further building brand recognition and turning followers into customers or clients.
WHO ARE YOU CREATING CONTENT FOR AND HOW TO SERVE THEM
Understanding your audience will determine a) which social media platforms you should be using, and b) what type of content they value.
If you haven’t already, create an ideal customer profile for your business. This will allow you to optimize your content. When you put yourself in their shoes it reframes how you approach your content strategy.
Create one or two profiles for the type of customers your business is marketing to.
Your ideal customer profile should cover:
age range
education level
profession
where they live
annual income
lifestyle
pain points/struggles
motivators
values
Those last three are key! Understanding the real challenges your audience is facing, or the things that they are seeking from a business like you will give you what you need to curate valuable, sought-after content.
What Social Media Platforms Do They Use?
Once you understand who they are, you’ll want to decide which social media platforms they’re likely using and create content tailored to those platforms. To save you time, I recommend having a content repurposing strategy that allows you to easily adapt existing content to your preferred channels.
How Do They Engage With Social Media Content?
Your ideal customer profiles will help determine the type of content they value most and how they engage with it.
If they’re looking for coaching, embrace video content so they connect with you!
If they want content they can easily share with their own followers, use reels, beautiful carousel graphics or thought-provoking quotes
If they want to be up-to-date on your latest product line, use stories to showcase your products and include a link to your shop
HOW TO CREATE A SOCIAL MEDIA CONTENT CALENDAR
How can you create a worthwhile content calendar? Decide how often you want to post and create a general schedule for your week. I recommend posting the more serious or insightful content towards the beginning of the week and leaving the lighter, more fun content towards the end of the week when people are looking to slow down. Use my Content Marketing Planner for Notion to help you optimize your content calendar.
Avoid creating throw-away content. What I mean by this is content that has no value. While you may be trying to post anything to ensure you’re posting regularly, you run the risk of posting a lot of useless content that will lose the interest of your audience and lower your engagement.
Prioritize engaging content. Start your captions with a question that will entice them to read more. Provide them with useful advice and embrace storytelling. This helps shape your reputation as a reliable account to follow.
The goal is to create content that your followers will look forward to. The more effort you put into planning your social media content calendar, the more value you can add through each post. This will generate brand loyalty and trust among your followers.
We'll get more specific shortly on how to plan your social media content.
SOCIAL MEDIA CONTENT IDEAS
get personal: tell stories and humanize your brand
show behind the scenes and sneak peeks
offer advice or useful tips designed for your unique audience
talk about things you’ve learned in your industry or business
share your unique POV and what you disagree with in your industry
use reels with b-roll to tell stories
use carousel posts to educate or to share photos from your business and life
celebrate your staff, your community or your clients
promote products and show people using them
instead of sharing client testimonials, get on stories and talk about their experience
use stories to promote engagement with polls, quizzes, and questions
showcase before and afters
run contests and giveaways
partner with another business for cross-brand promotions
reference national day calendars for unusual holiday posts
This is just a start and will vary depending on your industry. Use these ideas to help shape your own content calendar.
HOW TO PLAN SOCIAL MEDIA CONTENT
Choose one day a week or one day a month to plan your social media content. I personally work on a weekly basis but I'm often logging content ideas for the month ahead. This is all made easier with my Content Marketing Planner for Notion, of course.
Try setting weekly or monthly goals for your business. When planning your social media calendar, what content can you create that will directly influence these goals?
If you have an upcoming launch or promotion on the horizon, you'll certainly want to plan ahead for those. You'll want to create some content leading up to that that builds hype. Share some behind the scenes of production, post a video of yourself talking about the offer and why you believe in it.
If your business has a blog, have some social media post templates designed for you so you can share pull quotes from your blog and link back to your website.
Create a social media content planner for yourself.
Maybe the framework looks something like this:
3x story content:
what you're working on / are excited about
talk about your process or show behind the scenes
aha-moments you've had that your audience will benefit from and shows your expertise
1x carousel post with educational info that your audience is looking for
3x reels
adapt a current trend to be fun or educational or both!
educational or inspiring post alongside lifestyle content
direct-to-camera insight featurette
1x photograph of your shop/your office/your desk with insightful post or worthy story
1x quote from a blog to repurpose content
1x promote a lead magnet you created for your audience
Maybe each week follows a similar framework or you swap out a few of the content ideas each week. Perhaps you choose one day of the week that always features a particular type of post that your audience can look forward to.
Look for opportunities to direct users to your website. Share content that will provide your audience value while positioning you as an expert. Deciding what you’ll post is just the first step. The second step is creating the content.
How often should you post on social?
You do not have to post everyday. Currently, I post about three or four days a week. Striving for daily content if you're a solopreneur or doing your own content creation and management is a full-time job.
It's also not going to make much of a difference to your bottom line. You can achieve relatively the same brand awareness and engagement with four posts a week as you do seven posts a week. And cutting your content creation down is so worth the time and energy.
Choose one day of the week that always features a particular type of post that your audience can look forward to.
HOW TO REPURPOSE CONTENT
The best way to avoid content creation ruts is to repurpose content. If you keep a blog on your website—which you most definitely should—you can easily turn one blog topic into 5+ posts on social media. Here's how one single blog can be repurposed:
share a carousel post that leverages the copy from your blog
elaborate on the topic by going live or posting a longer video piece
post about it in a story, incorporate a poll or question for engagement
create a fun Reel on the topic
pin your Instagram post to Pinterest or create an idea pin or regular pin for it
post a pull-quote from the blog and dive into the topic in your caption
BONUS-send an email campaign on the topic to send value right to your subscribers' inbox
To make your content marketing game truly effective, I created the Content Marketing Planner template. This all-in-one tool is designed to make planning and repurposing your content insanely easy and effective. A must-have for any bootstrapping business owner.
DON’T UNDERESTIMATE PINTEREST
While Instagram and Facebook tend to be the main focus for most content strategies, Pinterest is an invaluable social platform not to be overlooked.
Pinterest is more like a search engine than a social media feed. While on Instagram and Facebook your posts will appear in your audience’s feed for maybe a day, on Pinterest your pins have an engagement-generating life span of years. This means, anytime someone searches for keywords related to your content, it has a chance to appear.
Not to mention the fast growth and audience reach. As soon as someone pins your content, it starts circulating in front of their followers. If it gets pinned again, your reach expands again and the growth is exponential.
Pro Tip: Download your posted Reels and upload them to Pinterest as an Idea Pin.
In the last year, after committing to a semi-regular presence on Pinterest, my followers and monthly views have exponentially skyrocketed! Pinterest is my number one traffic source! Maybe that's how you found your way here too. All of which is to say, be sure to factor Pinterest into your social media content strategy!
DESIGNING YOUR SOCIAL MEDIA CONTENT STYLE
Part of your social media content strategy should be how your content will look visually. To maintain a strong brand identity, strive for consistency in the type of imagery you feature, the colour palette you use, and the tone of voice behind your captions.
With Instagram for example, you may want your feed to have a visual unity to it. This can be done through the order your content is posted or through a colour palette that ties everything together.
For instance, I alternate my instagram posts with dark and light content. I do my best to carry colours from one post to the next so that they connect as a collection. As a designer, this approach makes sense for my brand.
When determining what creative approach you should take for your content, keep your audience and your business goals in mind. Maybe your content is mainly product shots, maybe it’s people, places, statistics, quotes or videos. Finding that perfect harmony between what you post and how you post it is why your initial strategy is so important.
Always be asking yourself, will my audience find value in this?
HOW TO DESIGN YOUR SOCIAL MEDIA CONTENT
Do It Yourself
If you are creative and have the time to spare, there are plenty of resources out there that will allow you to create content yourself for free. Source images by using free stock photography from websites like unsplash.com or Pexels.com and create visuals with design platforms like Canva.
Get Social Media Templates
When you know the type of content your brand will prioritize, shop for suitable templates to adopt for your social channels. Creative Market is a great place to find endless social media template bundles that will elevate your brand online.
Hire a Photographer
If you want high quality original content, it may be worth budgeting to do it right. Depending on your content strategy, you may want to hire a photographer to do a photoshoot with you or take product shots.
Subscribe to a Stock Photography Service
If you don’t need your own custom photos, you can also pay for a photography subscription service like Styled Stock Society to provide you with high quality, instagram-worthy photos. Check out my full list of creative resources to elevate your brand online.
Photo Mockups
Create custom content for your social media feed using product mock ups. Do you host a podcast? Did you just launch a new website? Are you offering an upcoming online course? Product mock ups can turn nearly anything into captivating visuals. Use the Smart Mockup feature in Canva to create custom branded content!
SOCIAL MEDIA CONTENT CREATION TIPS AND TRICKS
Create a Business Account
Set up your Instagram and Facebook accounts as business profiles. These platforms have built in features for businesses that allow you to track stats on your audience, engagement, and activity.
Create Hashtag Lists
Have different hashtag lists on standby that are geared towards specific content you post about. Look to others in your industry and to those industries your target audience hangs out and see what hashtags they regularly use.
Create and Engage
If you have trouble writing engaging captions for your content, consider hiring a copywriter. Use emojis to break up the content, ask questions to encourage your followers to leave comments and be ready to engage with them. You should strive to respond to every comment that is left on your posts. Keep the conversation going and grow your engagement.
Use a Social Media Scheduler
Use a scheduling software to post your content calendar. I use Meta Business Suite to schedule my content. There are countless others out there like Hootsuite, Later, and Tailwind plus many more. Some are free and others may require you to upgrade depending on the nature of your social media calendar.
Schedule Your Posts at the Right Time
When you choose to post your content will affect how your posts perform. Try to imagine what times during the day your audience is most likely using social media? During the week, evening posts tend to perform better. On the weekends late morning to mid-afternoon are generally peak times for posting.
It can take some serious time and effort to get started and find your flow but once you do, you’ll be happy you did. Keep creating content, pay attention to how your followers respond to different posts and tweak your content as you go.
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