Content Pillars for Social Media

Content Pillars

If you’re using Social Media for a brand or business then a Social Media strategy is one of the first things that you need to define. If you’re not sure where to start, then let me introduce to you your new best friend – Content Pillars! Pillars or buckets are another name for content categories and they form the foundation of your social strategy. If you’d like some help in defining yours, please read on and get to know your new BFFs.

I thought I’d start by sharing the No. 1 question that I get asked by 1:1 coaching clients and from my Instagram community…

“But how do I know what to post?”

This is without a doubt what most people struggle with across their social-media platforms.

And I get it, it’s hard to create engaging, on-brand content day after day, week after week.

To solve the content block, it’s useful to assign your content to Content Pillars.

What are Content Pillars?

Content Pillars are topics that form the foundation of your content strategy. They fall into four broad categories:


  • Post content that inspires your audience and makes them stop the scroll and engage.
  • Show your brand values and make connections with your community.
  • Be encouraging.


  • Show the benefits of your product/service.
  • Explain your offer.
  • Use clear Call-To-Actions


  •  Share your knowledge and expertise.
  •  Demonstrate that you are an expert in your field.
  •  Simplify a process.
  •  Give people a reason to follow you.
  •  People love to learn – especially ‘insider’ knowledge.


  • Introduce yourself, your team, your story.
  • Show behind-the-scenes.
  • Build relationships with your audience and create connections.
  • Share your ‘why’.

Across all of your pillars (and your content) your should try to give value to your community.

Why should I use Content Pillars?

Defining your pillars helps with:

  • Organisation – as instead of ‘panic-posting’, your pillars help you create a Content Calendar that covers each of your topics.
  • Consistency – sticking to your pillars will provide consistency in messaging and help to tell your complete brand story.
  • Variety – by spreading your content across your pillars you are able to avoid the feeling that you are selling all the time (or just posting the same things over & over).
  • Targeting – having defined pillars allows you to create content for sections of your target audience.
  • Aesthetics – creating content that aligns to your pillars can also lead to a cohesive looking feed as there will be consistency in your content.

I hope you found that intro to Content Pillars useful and that it helps to open the gate and unlock the content block.

How do I use Content Pillars?

Once you have defined your pillars, it’s time to create your Content Calendar. The simplest way of doing this is by listing all of your touchpoints, both digital and physical. Then allocate a spread of content pillar content across your touchpoints, across a month. That way you can stay on-brand and also plan ahead for future content creation.

I usually start with my website (a blog post), and then map out where that content will be posted (Facebook, Instagram, Insta stories etc). By mapping where and when that content will be posted, I can be more strategic in my posting (by posting at the optimum time and using relevant hashtags). I can also pre-prepare images in different sizes to suit different platforms. And it also saves me from ‘panic-posting’ as I can be prepared a week or two in advance with captions, hashtags etc.


Do you need to dive a little deeper into your social media? Then a One-on-one Coaching session could work for you. Available for clients worldwide and held via Zoom (or in-person if located in the Barossa region), the sessions are 60 or 90 minutes long. You can read more about 1:1 Coaching here.


You might like to read these Chookapeck blog posts on Instagram:





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