I hate to break the bad news, but posting random tips and pairing them with trending audio isn’t a social media strategy. It isn’t growing your brand, but instead keeping you busy. 

If your content isn’t bringing in leads or closing sales, it’s noise. This guide will walk you through a real content strategy, one that builds trust, generates leads, and yes, drives actual sales. Whether you sell skincare or run an online coaching brand, this strategy is about building authority and simplifying your workflow so you can spend less time posting and more time selling.

Step 1: Niche Clarity 

This might sound cliche, but it amazes me how so many brands get this wrong. Your niche is just the starting point. It’s not enough to say “I help people with skincare” or “I do marketing.”

Cool. So do thousands of others. What makes you different is your sub-niche. That’s where the strategy starts. Let’s break it down:

For example, my brand Social Heights, isn’t “Digital Marketing”.  When you think of digital marketers, you think of those scammy MLM people reselling each other’s courses and digital products. When in reality, we help serious brand owners with ad strategies, funnels, e-mail marketing and social media management. A one-stop solution to sales. Digital marketing could mean anything, it’s a very broad term, so get specific.

Once you have established your niche, you are going to write down specific sub-niches. 

Sub-niches (AKA your content pillars) = Ad Strategy, Funnels, Email Marketing, Social Media Management.

These sub-niches are where your authority lives. When your content isn’t landing, chances are your pillars are too vague, and vague content doesn’t sell.

If your post could apply to everyone, it applies to no one.

Step 2: Stop Calling This a Content Pillar

This is where most people ruin their social media strategy.  Educational, relatable, inspirational, and entertaining aren’t content pillars. They’re tones, not topics.

Pair your actual pillar (like “lipid support” for a skincare brand) with a tone (like educational or relatable), and now you’ve got high-converting, authority-led content.

Examples for a skincare coach:

• Barrier Repair
• Hormonal Acne
• Lipid Support
• Ingredient Myths

That’s how you go from “blending in” to “booking out.”

Step 3: How to Never Run Out of Content Ideas

It has taken me nearly 5 years to perfect our content strategies, but let me share how to never run out of content ideas again. 

Get rid of the guessing and start posting with purpose: 

1. Google’s “People Also Ask” Feature: 

Search your sub-niche on Google and scroll to the People Also Ask section. Click the arrows to expand as many questions as possible. These are gold, real questions from real people.

Turn them into a series, carousel, reel or all three.

2. AnswerThePublic (Semi-Free)

This tool scrapes Google, TikTok, Instagram and more. You’ll get country-specific keyword clusters and questions related to your sub-topic. Great for targeted content and filling content calendars fast.

3. Comment Mining on TikTok

Search your sub-niche. Click on high-performing videos. Scroll through the comments.

That’s where your audience is telling you what they need help with. Turn those comment questions into posts. You just borrowed someone else’s research. Work smarter.

4. Google Autosuggest

You know the little dropdown that shows up when you start typing in Google? Yep. That’s also content gold. Write it all down. One question can easily become 5+ pieces of content. If it can’t? You don’t know the topic well enough and probably shouldn’t be giving advice.

Step 4: Break It Down & Build It Out

Let’s make this practical. Say your content pillar is: Launching a skincare brand. You’ve done your research and found a hot search term like “hair loss”. Here’s how you stretch that into weeks of content:

– Ingredient Spotlights: Benefits of rosemary oil, peptides, or caffeine for hair growth

– Myth Busting: Does scalp massage actually help? Are hair scrubs BS?

– Science Breakdown: What actually causes hair loss and what your products can do

– Compliance Tips: What legal steps are needed to sell a hair growth serum

– Sales Angle: How to market a hair growth line online

One topic, endless angles. That’s how you actually show up as the expert.

Step 5: Repurpose Like a Boss – Save Time & Multiply Impact

You’re not a content creator. You’re a business owner. You don’t need to make content every day, you just need a repurposing machine.

Start with long-form content:
A YouTube video or blog post is the best place to start. Why? Because from ONE piece, you can extract:

– 1 Blog (literally what you’re reading now – A modified version of my Youtube transcript)

– 5+ Carousels

– 10+ Reels or Shorts (Use CapCut or Opus Clip to auto-chop them)

– 1 Email nurturing sequence

– IG Storys

– LinkedIn posts

Yes, all from one video.

Here’s how:

1. Transcribe your YouTube video or blog

2. Drop the transcript into ChatGPT

3. Ask for 20 content ideas based on that single piece

4. Pick the best ones and ask GPT to rewrite them in your tone

5. Upload the ideas to a Google Sheet

6. Use Canva’s bulk create feature (Pro only) or copy/paste on free

Final Thoughts: Strategy That Converts

People get too caught up in content creation that they forget this. Content is not your end goal sales are.

But content is the vehicle that gets people to trust you enough to buy. If it’s not strategic, consistent and relevant? It’s just noise.

Now you’ve got:
✅ Real niche clarity
✅ Strategic content pillars
✅ Research methods that deliver
✅ Topic depth that positions you as an expert
✅ A full-blown repurposing system

So go build your brand like a business, not an influencer.
You’ve got the blueprint. Now execute it.

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