What to Write About On Social Media? Solve It Once and For All

Maybe you’ve heard that sharing your thoughts and opinions can elevate your reputation as an expert. So, you’re ready to put yourself out there in the digital world. But you’re stuck staring at a blank screen, wondering what to write about.

If this sounds familiar, you’re not alone. Previously, we began exploring how to build a solid online presence. Now, let’s dig deeper into the actionable aspects: finding key themes for your content, coming up with stuff to write about, and putting it all together in a way that makes sense.

1. Laying the Foundation: Your Content Pillars

Think of content pillars as the broad core themes that will serve as the supporting beams of your content house. A well-structured strategy relies on 3-4 robust pillars. How to decide which ones?

• Business Perspective: Here, focus on your products, services, values, and culture. What unique insights can you offer?
• Audience Perspective: Concentrate on your audience’s challenges, interests, and industry trends. What solutions can you provide?

As a copywriter, brand consultant, and business storyteller, my areas of expertise naturally form the backbone of my content. You might have noticed  I rotate—Brand Building, Content Strategy, Copywriting, and Brand Success Stories—monthly.

These pillars not only highlight my expertise but also deliver the value you’re seeking. After all, you’re here reading this article for a reason, aren’t you? Aren’t these topics something you want to learn more about?

2. Mining for Ideas: Topics for Your Content Pillars

Alright, you’ve got your pillars, but how do you make them pop with content that’s relevant and keeps your audience engaged? Keep your eyes and ears open for these:

• Real-life Interactions: Everyday conversations can spark the most brilliant ideas. Listen to the questions people often ask you. Those can hint at broader interest.
• Audience Interactions: Regularly engage with your network. Ask them directly what they’re interested in. Polls on social platforms can offer direct insights.
• Feedback & Comments: Comments on your blog or social posts can inspire the next big idea.
• Brainstorming Sessions: Schedule regular sessions with yourself. Go wild. No idea is too “out there.”
• Competitor Analysis: Don’t reinvent the wheel. See what your peers are discussing and offer a fresh angle.

One of my most valuable sources of inspiration comes from the questions and misconceptions my clients share with me. I make it a point to listen carefully and note down their concerns, later scanning for common themes.

For example, I often hear the misguided belief, “My target audience is… well… everyone.” This very notion led me to write an article in my Brand Building pillar called Why Your Target Audience Isn’t Everyone and Why That’s a Good Thing.

If you pay attention, content ideas will naturally come to you in your day-to-day life.

3. Building Your Content Empire: Collect, Organize, and Prioritize Ideas

You’ve got your pillars, topics, and maybe even a million ideas scribbled down on napkins and sticky notes. It’s time to construct your content empire, brick by brick.

• Visualize the Plan: Tools like Asana, Trello, or even Google Sheets can keep track of your ideas. Create a dedicated space for each pillar and begin adding.
• Audience-First: Before setting your content schedule in stone, see how it aligns with your audience’s needs.
• Engagement Metrics: Look at past posts and see which topics received the most interaction.
• Alignment with Objectives: Always remember your main business or personal brand goals when deciding which ideas to move forward with.

For this part, you need a bit of organization and consistency but it’s easier than you think. Take me as an example: I rely on the straightforward combination of Google Docs and Google Sheets. 

In Docs, I catalog all my ideas, categorizing them according to their respective content pillars, and that’s also where I do the actual writing.

Google Sheets acts as my control center, where I track weekly themes, performance metrics, and useful extras like case studies and testimonials.

The goal is to have a system that works for you—one that simplifies your planning and makes your content strategy both efficient and effective.

If you’re not sure how to go about it, stay tuned for my next article in this #ContentStrategy series where I’ll show you how to build a sustainable productivity system and consistently deliver high-quality content without breaking a sweat.

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Your Next Steps

Building a content strategy is like piecing together a puzzle—exciting, a bit intimidating, but so rewarding when you see the complete picture.

If you’re still finding the process overwhelming, feel free to mention in the comments what specific topics you’d like me to address. I’ll make sure to tailor a future post to your wishes.

And if you don’t feel like doing this alone and prefer expert guidance, I’ve got your back. Reach out and I’ll craft you a content strategy that saves you time and skyrockets your brand:

Not the right time to dive in? No worries—follow me on Facebook, LinkedIn, and Instagram, and let’s stay in touch!

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