How to make a Content Model

By UBU on September 5, 2021

Digital Marketing Social Media

How to make a Content Model

What is a content model?

Now more than ever the interaction your brand has is skewing towards a digital one and it is important to understand that a brand is just as much assessed and judged through its digital presence.

As a business owner you may be wondering what do I post on my brand’s social media? It may feel like the answer is complicated and there are too many choices and variables. How do I convey my brand image? What kind of content will my target customers or existing clients want to see? If I post too much, will that annoy my followers?

The answer is simple, implement and progressively iterate a content model.
What do we mean by that? Well, a content model is an overview of all of your content types and how they are distributed across your social media profiles and media outlets.

It is a great way that your brand strategists can visualise the purpose, frequency and importance of each piece of content that your brand puts out.

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How will the content model help your business?

A content model should improve not only your posting for the benefit of the client and followers but in terms of the algorithms as well. The more consistently and frequently you post, the more accurately the platforms algorithm can categorize your content and show it to the relevant people.

Platforms which have a disproportionately high user base and attention to content ratio are best suited for this. Your content will be shown organically to more people each time which is why consistent posting allows you to exponentially reach more accounts.

Your customers and followers are looking to connect with you or your brand, especially in these times where everyone is locked inside. Developing a content model can help you identify the aspects of your business or culture that you want to demonstrate and effectively implement a content strategy to reflect that.

How do I develop a successful content model?

It is important to identify the characteristics and factors which contribute to the success of a content model. This will ensure that you have a framework to understand how to implement the content model into your business.

We have identified three major steps to developing an effective strategy:

  1. Identifying the ‘Types’ of content to create and post
  2. Defining a ‘Structure’ based on content types and key attributes
  3. Developing the ‘Life-Cycle’ of the content model

Which Types of Content to create?


The key is to create infographics that are optimised for social media. This means that they need to be the correct size to be easily readable on all platform.

Image Quotes

People like looking for inspiration on social media. It’s no surprise that we see so many motivational quotes across the social media platforms. If you want to stand out, consider making images with original quotes, with a link to a relevant blog post.


Everyone has a smartphone capable of taking decent photos. If not, there are thousands of royalty-free images across the internet that can be used for all purposes

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How do you Structure a Content Model?

There are different ways of structuring a content model. These are the three main factors as explained by ‘Rachel Lovinger’ :

The content types are the various configurations of content that are distinct enough to be unique types. If we put this into practice. An Instagram page could post quotes and facts. These two different things can be referred to as types. The list above outlines a few of these content types, just to give you an idea.

The assembly model is the way content creators will put individual content items together to make webpages, campaigns, documents or other types of content

The content attributes are the content and metadata elements that make up each type, and includes how they relate to each other. How do all the posts in the same type relate and link to each other? How can you make sure there is a cohesion between your brand and your content model?

However, if these recommendations are to abstract and don’t offer you enough guidance, here are some specific techniques that we recommend for you to try and implement into your content plan:

  1. Reposting or recycling content (eg. blogs, tweets, articles, notes photos, images…)
  2. Setting a recurring content format type (something like a weekly show or a daily challenge)
  3. Using nationally or globally recognised events for content inspiration
  4. Asking your audience for their ideas, opinions or feedback (this is one that very few businesses do, but it has proven to be very effective and the reliability of the feedback is high!)

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Content Model life-cycle

It is important to continually refine and edit your content model in order to really tailor it to your target public. This involves following analytics and seeing which posts perform better. Make sure that all your different types of content are getting engagement and if they don’t, don’t hesitate to come up with new ideas.

Gibbon describes the three major steps in their lifecycle as:

  1. Conceptual: This refers to the initial content model that aims to capture the names and higher-level relationships between the different content types. How do your different types relate to each other to fulfill a bigger purpose?

  2. Design: refine and improve the attributes of each content types and further refine the relationships between them. Make sure your creatives are in the best way. Do your followers prefer quotes with images or cartoons? Images of people or objects?

  3. Implementation: The modelling of the content within the context of target technology. Examples: search engines, semantic tools, CMS etc…

Content Model UBU Blog Circle.jpeg


Overall a content model helps your business to create a community of customers and followers to engage them in an organised and structured way. Content management can be very tricky, and time-consuming, as it has to reflect your brand image and strategy as well as market your business or product. Having a content model helps create a framework for posting and will benefit your social media departments communication and efficiency. It provides a framework upon which your business culture can be showcased to your customers and standards for your employees to uphold.

Here, at UBU, we recommend all of our clients to implement effective content models and analyse and iterate on them. We believe that it is essential in order to achieve a coherent digital presence which is in line with your business values. You’re a digital presence is your storefront, especially for online business. In many cases it is the first point of interaction with a prospective customer! Using a content model can ensure that every interaction a client has reflects the goals and brand image of a business.

Now that you know how to develop a content model, why don’t you give it a try? We are sure that you will see positive results if you stay persistent and consistent in your posting! If you want more information or advice, be sure to reach out and arrange a meeting with us so that we can advise you further!

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