🕵 Steal my content creation process

So, you’ve been regularly posting on social media for your organisation (or yourself), but things are feeling a little... scattered?

Today, I’ll show you how to structure your social media content so that you know exactly what to post and your audience knows what to expect.

The process starts with defining your content pillars - the foundation of a solid social media strategy.

Step 1. Define your content pillars

Content pillars are the key themes or topics - typically three to five - that you consistently focus on throughout your content. They’re the building blocks of your social media presence.

When you stick to your pillars, you’ll:

• build authority in your space,

• control how you’re perceived,

• keep your messaging consistent,

• and stay organized with your content.

Content pillars are what bring your mission and values to life. That’s important: social media isn’t a separate entity. It needs to be aligned with your overall objectives.

The easiest way to define the pillars is by answering those two simple questions:

• What do you want to be known for? (That one thing)

• Who do you want to be known to? (That one person)

Let’s break it down with my example.

On LinkedIn, I focus on intentional social media strategy and online community building - especially within the EU bubble. These are my two core pillars, guiding the majority of my posts. Of course, I occasionally share personal milestones, promote my newsletter, or feature guest appearances, but these all fit into my overarching mission: helping EU communicators use social media strategically.

Whenever I have a new idea, I check if it fits within one of these pillars. If it does, it’s a green light!

Take a moment to write down your pillars, and then let’s move to the next step: content ideation.

Step 2: Content ideation

With your pillars in place, it’s time to brainstorm content ideas that fit within them.

Each pillar should inspire around 10-15 subtopics. This gives you the flexibility to stay fresh while keeping your content on-brand.

Let’s use my first pillar, intentional social media, as an example. From that one theme, I can branch out into:

• strategy,

• messaging,

• user behaviours,

• analysing metrics,

• writing for social media,

• community management,

• relevant books and resources,

• case studies and lessons learnt,

• working as a social media manager,

• trends in the industry and my POVs.

Each of these subtopics can inspire several posts. For instance, under the writing subtopic, I’ve shared posts like:

• how to write in a conversational way,

• how you should write for one person to reach many,

• or how to write about complex topics in a way that doesn't alienate people.

Or on user behaviours:

• why you should treat your social profiles as landing pages,

• how people read online and what it means for your content,

• how people use social media for search, and how you can optimise your content,

But what if you’re stuck? When I feel uninspired:

• I do some research. This could mean looking into trending topics in my niche or the audience’s comments or questions.

• I check out what my peers share. You’ll likely find some recurring questions or themes.

Once you have a few ideas, I highly recommend keeping a content bank. This is where you can store ideas, screenshots of inspiring posts, and even snippets of things you’ve seen online. On days when creativity isn’t flowing, your idea bank can be a backup source of inspiration.

Next up: creating the actual content!

Step 3: Content creation

Now that you’ve got your content ideas, it’s time to bring them to life.

For me, creating posts comes down to those 3 questions:

• What value are you adding? This is key. Always ask: What’s in it for my audience? How will this impact people’s lives? How will they feel about it? Your content should be audience-centred, not self-centred.

• What’s the purpose? Is the goal to educate, inspire, or entertain your audience? Knowing your objective will shape how you approach each post.

• What’s the best format? What’s the best way to pack and convey this idea? Think of the best formats for your purpose and consider the formats currently rewarded by the platform’s algorithms. For example, a carousel can be an excellent format to break a complex topic into snackable slides to educate your audience.

Clear content pillars will guide your content, help you focus your ideas, and make your posts more impactful. You’ll not only stay organized but also build authority in your space.

Now it’s your turn! Take a moment to review your content pillars, brainstorm new ideas, and start creating content that resonates. You’ve got this!

👇 Before you go

Was this newsletter useful to you? I'd love to hear your thoughts! Reply and share what stood out or what topics you'd like to explore in future issues.

Until next time, keep creating with purpose!
— Kasia

PS. I’m happy to share I’ve made it onto the ZN list of 50 top EU LinkedIn influencers. Thank you for being part of this journey and supporting conversations around purposeful social media and community-building!