“Create something for people to see, create anything to make sure you’re heard and make sure you do it regularly so that people don’t forget you.” 

I’m paraphrasing heavily, and I can’t remember who exactly said this, but I do know it was a notable marketing influencer that is followed by a large number of people. It was one of those comments that don’t sit nicely with you, like a three day old Boksburg curry. 

I let it sit in the back of my head so that I could think about this and the danger of this attitude for how we’re perceived and how we communicate. It troubled me. It felt like the kind of comment a person makes in a meeting that isn’t supposed to be there but wants to make an impact. The type of person that turns a 30-minute sit-down into an afternoon. 

You’d have to have the kind of confidence (stupidity) not to make an ass of yourself because nobody can be on the money consistently. 

I’m concerned that brands take this route too and many are. 

It is so important that we create content with purpose and at the risk of giving away our thinking, I’m going to show you how we do that when we build our content for our clients at Sconetent. I’ve explained this at every pitch so and talk that I have done. I know there are brands out there using this thinking anyway. Many people aren’t, and it shows because there is so much social content out there that feels like a politicians megaphone. 

We always start with the objective, which is the first thing we ask a client. We begin with ‘5 Whats?’  How Eskom of me? And before you roll your eyes. It’s not the same as the ‘Sinek Why!’ 

What do you want to say?

What do you want to find out about yourself?

What is the personality that you want to convey? 

What is the purpose of the content? 

These should feed your final, and most important ‘What?” 

What is your objective? 

Let’s choose an objective that would please most business people and not necessarily only the marketers. 


At this point, the creative element of strategic content can take over but still be developed to make sure that we aid the business in its overarching objective. As a sidebar, a business marketing goal might not be the same as the actual business objective. In this case, a business objective makes the example sit nicer for everyone, especially small business owners. 

The next step is to create the emotional trigger that we want to elicit from the audience. Emotion is the reason we react. I have spoken about emotional content often, and you can read about this here and here. I stand by this as this is what we built Sconetent on.

I’m going to say for this example is that we’re going to sell shit by making people happy through humour. We want to develop a relationship with the customer through laughter, albeit a little bit cheeky. We want to become friends without trying too hard. 


From here things get simple. We pull down four content pillars that will guide how we write the content and brief it into the creative team to make sure everything talks to being someone’s favourite brand and that we sell shit. 

You can have as many content pillars as you like, we pick three to four because this creates a nice mix without being too random, after all – we have an objective to meet. 

Here are the four I am going to use that will then drive this. 

  • Humour – Really hilarious content with high shareability  
  • Connect – This is content used to develop a personal interest in the brand
  • Engage – Really great material with exceptional potential for engagement
  • Sell – We talk about the product 

We then create a content pillar split, for the sake of ease, let’s say we’re posting five times a week and the division would be 25% per content pillar. We would then create five pieces of content for each content component. 

By doing this, you create content with the objective in mind regularly. It’s always accurate and definitely with purpose. It’s not just social content its business content using social as a medium. This example is, of course, an oversimplified one but an excellent way for you to start using to create objective-based social content if you are using it as a place to just put content and hope that it works. 

If you feel like your content has no purpose and is doing nothing more than a flyer or billboard would and you’re using an agency. 

You need to find a new agency 😉