Content pillars are the few themes you post about again and again. They keep your feed focused and make planning much easier.
Example pillars
| Business | Pillars |
|---|---|
| Salon | Transformations, hair care tips, team, offers, reviews |
| Interior designer | Projects, design tips, materials, process, client stories |
| Bakery | New cakes, behind the scenes, occasions, customer moments, offers |
| CA firm | Deadlines, tax tips, myths, team, client wins |
How to choose yours
- What do customers ask you most?
- What makes you different?
- What proof do you have: results, reviews?
- What behind-the-scenes content is interesting?
- What do you sell?
Define your customer first with our customer persona generator.
A healthy mix
Many brands aim for most content to educate, entertain or build trust, with a smaller share being direct promotion.
Turn pillars into a calendar
Assign each weekday a pillar, such as Monday tips, Wednesday projects, Friday reviews. Build it with our content calendar generator.
Read Instagram post ideas.
Want the full picture? This article is part of Social media marketing: the complete guide, our in-depth guide with everything in one place.
