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Scott Hardy-Bachan is a graphic designer with a passion for branding and strategy from London, UK.

My goal is to help your brand grow and thrive.

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Social Media Content Guide


If you haven't been living under a rock for the last few years then you are surely aware of social media. There are thousands of people creating content for their various profiles, Instagram, Facebook, Twitter and LinkedIn tend to be the most popular as they are more generic whereas platforms such as Behance and Dribbble are catered to those more like myself, creatives.

If you currently create content for social media or are looking to start but have absolutely no idea on where to begin, then this article should be very helpful. I have outlined a few different types of content as well as some categories that you can use for content ideas.

The thing to keep in mind when planning out your content is that there are two types of content that you will want to be paying attention to. Static and Dynamic.

Let's take a look at those two first.


Static Content

Static content is everything that you share that has been prescheduled and pre thought-out. This type of content is great for posting consistently, keep in mind however that it can get boring. I tend to use static content when I either don't have the time to sit down and create something that is current or there is nothing relevant for me to talk about at that time. There are many things that can be considered as static content, to give you a few ideas that you can use: Quotes, Photographs and previous projects (that can be used as highlights or throwbacks).

Dynamic Content This is the kind of content that you will want to focus on creating and there are 4 themes that you can pay attention to that will help you to create content that is more in the moment and will get you more engagement than static content.

1) Key Events and Dates Maybe there is a celebration going on around the world, or even in your local area, that you can get in on and share something about. You can also capitalise on events that may be occurring soon such as festivals, meet and greets or seminars, just to give a few examples.

2) Influencers Without a doubt there are people that you follow that are sharing the kind of content that you want to be sharing, and you can use this to your advantage as well. Share their content and shout out to them.

If you share content from those that have more followers than you, you will be reaching out to their audience, hopefully this will gain you a few followers as well as creating content that will be more in the moment.

If you share content from those that have less followers than you however, you will be boosting them up, hopefully giving them that little bit of motivation that they need by showing them that someone is appreciating what they are doing.

3) Launches and Campaigns Chances are that there is a company that you follow that is going to be launching a new product or service that you can talk about. Maybe they are launching a campaign that you can discuss with your audience for some real engagement.

4) Key Brand Messages There things that you can and need to be saying over and over again in order to make sure that your audience knows who you are as a brand and what you do and how this can help and serve them, whether that can be from your services or your products.

Content Categories

There are 5 types of content categories that you can use in order to put in key pieces that you want to include in your content plan.

1) Business This is anything to do with your business itself, this could be sharing links to a seminar that you are hosting, podcasts that you create, articles that you write for your own blog and anything that relates to services or products that you are selling.

2) Behind The Scenes This one is very easy, it is a look into your life outside of your business. You can share things such as your health and workout routines, any books that you are reading, movies that you have seen, basically anything that shows that your audience is interacting and engaging with a real person, showing that you are not just a faceless brand.

The more human you are, the more success you will have on the various social media platforms.

3) Bio Hopefully, new people are going to be following you everyday, whether that is just 1 or 2 people or 100 people, you are going to want to be introducing yourself to them. Tell them more about who you are and what it is that you do. Aim to create a piece of content like this every 2-3 weeks in order to keep everybody on the same page. This is also a great way to update your goals as you grow.

4) Boost This one is all about your audience, share their posts and leave a comment about how great they are doing, inspire them to keep doing what they are doing. Share something of their that you find great value in on your own Instagram story or retweet it. Elevate your audience!

5) Community This is where you create a post that you get others to comment on, sharing who they are and what they do. You can also ask your audience for ideas on what kind of content that they want to see from you next. Create polls and ask questions to your audience and really get them involved.

I hope that you have enjoyed this article, check back soon for a guide on planning out your content in bulk!

If you think that I have left anything out, leave a comment below!

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