Creating social media content isn’t just about aesthetics. It’s about coming up with content that solves real problems, builds trust, and turns followers into fans (and customers). It requires strategy, clarity, and showing up in a way that resonates with your audience. So, let’s cut through the noise and break down three keys to creating a social media content strategy that works for any brand.
Key 1: Your Social Media Content Strategy Should Solve Real Problems
Start every post by asking yourself, “What is my audience struggling with, and how can I help them today?” Great content starts with knowing (or uncovering) what’s keeping them up at night. If your social media posts aren’t helping solve a real problem, you’re just adding to the noise. Consider Dove’s iconic #RealBeauty campaign, which entered the scene in 2004 and is still alive and evolving today.
- Problem Identified: A global report revealed only 2% of women considered themselves beautiful and felt misrepresented by unrealistic beauty standards.
- Solution: Dove flipped the script, stopped using models, and began using diverse women to champion authentic beauty.
- Outcome: The campaign continues to resonate with people across the globe, build trust, and differentiate Dove in the crowded beauty market. It also resulted in a 10% increase in revenue for the brand in the first year.
Remember that your brand doesn’t have to change the world to make a difference. If your content solves an issue that your audience is already thinking about, you’ve earned their attention—and maybe even a share or two.
Key 2: Define Content Pillars (Because “Winging It” Is Not a Strategy)
Content pillars are the themes and topics your audience will associate with your brand. The best brands train their followers to know: “When I follow this account, this is the type of content I’ll get.” Content pillars create consistency and ensure your brand always shows up with purpose.
Adobe uses several content pillars for variety in their posts, including:
- Creative Tips & Tutorials: How-tos, quick hacks, design tips, video editing tricks, and software walk-throughs
- Product Announcements & Feature Highlights: News, feature drops, and roadmap previews
- Aspirational Stories: From college kids seeking internships to artists featured in the Museum of Modern Art, Adobe showcases people using their software
While Adobe’s content pillars serve a global creative community, the same strategy works just as well on a local level. A small business doesn’t need to be international to show up with purpose—it just needs to be consistent and relevant to its audience.
Let’s say you’re a local HVAC company. Your audience isn’t looking for design tips—they’re looking for guidance on keeping their homes comfortable, safe, and energy-efficient. That’s where smart, service-focused content pillars come in. The HVAC company’s pillars might focus on helping homeowners who aren’t skilled in the trade to identify or prevent problems. For example, it may provide energy-saving tips, seasonal checklists, and DIY troubleshooting for common HVAC issues. Homeowners may also be interested in product/service offers, such as buying one year of preventive maintenance and getting one free, or getting a percentage discount on a new energy-efficient system.
Key 3: Demonstrate Authentic Brand Personality (Be You) in Social Media
Even if your strategy solves real problems and sticks to content pillars, people will often scroll past your content if your personality is robotic. Great brands sound human, not like corporate memos. A Forbes article on the subject says 86% of consumers report authenticity as a deciding factor on which brands they like or support. When determining your brand personality, sometimes, it helps to think about your best salesperson. What about them and their personality makes people want to buy from them? How can you replicate that experience for your social media?
Old Spice’s Bold & Absurd Humor
Voice: Quirky, playful, and confidently weird.
Execution: Old Spice leans all the way into surreal, absurdist humor with off-the-wall skits, chaotic product demos, and over-the-top characters like the iconic “Old Spice Guy” on a horse or Terry Crews exploding through walls yelling about deodorant. Their tone is consistently self-aware and intentionally ridiculous, poking fun at traditional masculinity while making grooming feel fun.
Outcome: This unapologetically weird approach revitalized the brand, transforming it from your dad’s old-school aftershave into a pop-culture force with massive appeal among younger audiences. Their social feeds are expected to entertain, not just sell—earning them a loyal, highly engaged following across social media platforms.
National Geographic’s Inspiring Storytelling
Voice: Educational, inspiring, and visually stunning.
Execution: Sharing breathtaking photography alongside rich, thoughtful narratives about science, nature, and cultures.
Outcome: Their posts feel like mini-documentaries and have helped them build one of the most loyal followings in the world.
The important thing to remember is not to mimic another brand because you like it. Pick a voice that feels and sounds authentic to your brand. Your audience will appreciate it.
At the end of the day, social media isn’t just a place to show up—it’s a place to show up with intention. When your content solves real problems, follows clear content pillars, and carries a brand personality that feels authentic, you stop blending in and start building real connection. It’s not about chasing trends. It’s about being consistent, helpful, and unmistakably you. Because when your content hits the right notes, your followers don’t just stick around—they start to trust you, root for you, and ultimately buy from you.
Ready to Stop Guessing and Start Growing?
You don’t need to go viral—you need a social strategy that works for your business. At MediaFuel, we help brands stop blending in and start showing up with content that solves problems, builds trust, and drives results. Whether you’re struggling to stay consistent, not sure what to post, or tired of hearing crickets after every update—we’re here to help. Schedule your free consultation and let’s build a content strategy that connects.