1. Entrepreneur

How to Create and Organize Content Ideas – Social Media Content Guide for MSMEs Part II

The second stage after studying the first part previously

Social media has become one of the most popular platforms used by billions of people around the world. With a strong presence on social media, business owners can increase their brand visibility, reach a wider audience, and interact directly with their customers.


Interesting and relevant content can capture users' attention, encourage engagement, and build brand loyalty. Additionally, social media provides the opportunity to get direct feedback from customers, allowing businesses to customize their products or services based on customer needs and preferences.

In today's competitive business environment, a social media presence can provide a competitive advantage and help a business grow and develop.

After previously We discussed a little of the basic foundations regarding content on social media. In this article, we will continue to the next step, how to create and organize social media content.

To create and organize content ideas, you need to first understand the type of content that is the basic foundation.

Pillar Content:

Pillar content is the main content that forms the foundation of your content marketing strategy on social media. This content is usually longer, in-depth, and can be broken down into smaller, more specific content to be posted regularly.

Usually, this pillar content has a direct relationship to the business category you are in.

Here are some examples of pillar content for social media:

  • If you are involved in the fashion sector, then the pillar content can be in the form of fashion tips (discussing tips about fashion), fashion recommendations (discussing fashion recommendations for certain people) or mix and match (reviews how to match certain types of wear).
  • Or, if you are involved in the crafts sector, you can create pillar content in the form of education (discussing the materials used), tips (how to make certain crafts) and reviews (examining the features and advantages of a craft product).

Supporting Content:

Supporting content functions to complement pillar content and its function is to maintain audience engagement.

Examples are as follows (referring to the example above)

  • If you are involved in the fashion sector with pillar content as stated above, then for supporting content, you can create content that invites interaction, for example an interview with a celebrity who works in the fashion sector. Or, content in the form of a quiz with questions about the world of fashion.
  • Another example, you can post listicle content containing a list of products that you recommend, or the best products this week, or the best-selling products this month.

When creating a social media content strategy, it is important to have a combination of pillar and supporting content. Pillar content establishes authority and provides in-depth value, while supporting content helps maintain brand engagement and relevance in the eyes of the audience.

How to Create Pillar and Supporting Content Ideas

Once you understand the two types of content from the explanation above, now you can move on to the stage of developing Pillar and Supporting content ideas.

There are several ways to find content ideas, including.

  • Market Research: See what your competitors are doing and identify gaps you can fill.
  • Audience Survey: Ask your audience directly what they want to see.
  • Use the Search Tool: Use tools like Google Trends, Trending Twitter or BuzzSumo to see trending topics.
  • Brainstorming: Get your team together and have a brainstorming session to come up with creative ideas.

Putting together a Content Calendar

Once you've got at least 20 pillar pieces of content, now organize those content ideas into a content calendar for the next 30 days.

There are several considerations when putting together a content calendar

  • Within a week, at least 5 pillar content and 2 supporting content will be published. This means that every day you post at least 1 piece of content.
  • The posting schedule for each type of content should be on the same day. For example, 3 pillar content is posted on Monday, Tuesday, Wednesday, Thursday and Saturday. Then supporting content on Friday and Sunday. So, try to implement this schedule consistently on the appointed days.
  • Posting hours should also be at the same time.


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