4 Content Pillars for Social Media – A Complete Guide

Content pillars for social media act as a funnel to keep your content strategy streamlined for your audience. Content pillars represent subjects relevant to your target audiences. Each of your pillars might contain various content types, such as blogs, pictures, infographics, or videos.

To elaborate on this approach, this blog will discuss the pillars for social media and things to consider in developing a content pillar strategy. Let’s get started.

What Are Social Media Content Pillars?

Content pillars in social media involve a set of themes or topics, also called buckets, under which you can branch out to several topics and create posts. Using content pillars, you can structure your social media posts by categorizing them into specific pillars.

The pillars align with the brand’s values, purpose, positioning, tone of voice, and general aesthetic look to attract prospects and relevant audiences on social media.

The social media content pillars will help you get better clarity on your niche. Being authoritative and an expert in specific areas allows you to grow your audience and followers faster. Let’s look at why these are important and the benefits of strategizing this.

Why Are Content Pillars for Social Media Essential?

Creating consistent posts is a primary goal of a social media strategy. But when you make hundreds of posts every day without knowing what and where they are aligned, it becomes a tough job for you to keep track of what content is published and what isn’t. This is where content pillars will help you align your social media strategy while creating meaningful content.

Having specific themes that each post or piece of content will fall into makes your work easier and keeps your social profiles neat and clean.

Benefits of Content Pillars for Social Media

  • Content pillars help you organize your brand’s social media content plan.
  • Content pillars enable you to help to speed up the content ideation process.
  • Having specific themes for social media allows you to create meaningful content instead of purposeless posting.
  • Promotes consistency in your social media channels, thereby improving brand image and creating an online community.
  • It makes it easy for the audience to find out what they’re looking for and stay consistent with your brand message.

Creating Social Media Content Pillar Strategy

Social Media Content Pillar Strategy
Social Media Content Pillar Strategy

1. Analyze Personas

Understanding your audience is vital for creating a successful social media marketing campaign. When you have an established persona, generating content becomes easy.

You can analyze your customer or users persona by analyzing questions, such as:

  •  Who is your target audience?
  •  What is their targeted demographic such as age, location, and income?
  •  Which platforms are your target audience using?
  •  What topics might they be interested in?
  •  Will this content solve my target audience’s pain points?

Answering these questions will give you a broader view of your audience and what kind of content you need to create for them. The rest of the content creation process is easy if you successfully analyse this.

2. Perform Keyword Research

Make sure you do keyword research before creating content. Make sure you involve keywords that consumers or users are searching for often. Utilizing these keywords will also serve value to your customers and improve your probability of rankings in the SERPs. Make sure you use keywords that are searched often as core content pillars.

3. Develop Content Buckets

After analyzing your customers and performing keyword research, you can start by creating your content pillars. Create your core content. Begin by creating a master spreadsheet of all keyword phrases or topics you want to cover. Then, cluster content based on related subjects. For instance, topics related to ranking or search engine traffic could be clustered under SEO’s umbrella. Create three to five content pillars, but do not exceed more than ten; otherwise, you’ll stretch your content too thin.

4. User Generated Content

Utilizing user-generated content is highly significant for any brand and one of the most effective forms of marketing, too. Analyzing what your audience posts about your brand will inform you about how they use it, what they love about it, and probably what they don’t like so much, too. Use your content pillars to solve, entertain, and inform them based on these facts. You can also create posts and stories from the feedback, testimonials, videos, and comments they make about your products/services.

5. Create a Social Media Content Calendar

63% of businesses don’t have a documented content strategy. Without one, social media content creation won’t be effective. That’s why creating a social media content calendar will simplify your job when you already have a set of specific content themes and topics to share. Make sure to follow a consistent posting routine and mark all the important holidays plus dates relevant to your brand/industry for publishing special posts.

6. Promote Your Content

Promote your content on various social media platforms. Make sure to optimize the content according to each social media platform. For example, on Instagram, you can promote your content as reels. Since Twitter has a word count limit, you can create images, infographics, or videos and utilize hashtags specific to your niche to maximize visibility. You can also create social media ads to boost engagement.

7. Content Repurposing

Content repurposing is highly beneficial and saves a lot of time. Repurposing your old content into a new format, such as turning a specific portion of a blog post into an infographic or video, can help you get a new view of your content. You can transcript your best-performing videos and create a new blog post. Good content can come in various shapes and sizes, as long as each one fits neatly beneath one of your content pillars.

4 Types of Content Pillars for Social Media

Types of Content Pillars for Social Media
Types of Content Pillars for Social Media

1. Promotional Content

Promotional content will remind your followers to choose your product or services. You must stay interesting and innovative in showcasing what you offer. One such example is listed below:

Creating tips and tricks blogs or videos acts as valuable content since it will educate your potential audience who might become a customer, thereby maximizing conversions. Because these tips and tricks are something, your audience might be interested to learn about and will portray you as a subject matter expert in your niche. You can also utilize this platform to showcase your offers and how you differ from the rest of your competitors.

2. Entertainment Content

You can create posts on what inspired you to create your product or service. You can share your brand stories, such as a throwback picture. This will help you connect to the audience.

People love to hear stories. With apps like Instagram, people tend to watch entertaining or informative stories. You can create stories and content pieces, such as behind the scenes of the product or service you offer.

3. Educational Content

If you are a B2B or B2C product-based company, driving sales to new customers and maintaining the existing ones will be your goal. To elaborate on these themes, you can create How-To product blogs, carousel posts, videos about the products, and content on key features. This content could be blogs, stills, case studies, or videos. You can also answer FAQs and comments that are asked by your audience on different platforms.

4. Conversational Content

Each content pillar will focus on a specific objective or KPIs they need to achieve. For doing so, analyzing the buyers’ journey is essential. With solid content pillars, you can make your social media content connect with consumers at each stage of the buying cycle. Creating content for each portion of the buyers’ journey will thereby increase your chances of purchase or conversions.

Talking about specific challenges and how you faced them might add more credibility to your brand. You can also address a current issue or trend or an update in your industry to gain attention.


1. What is a content pillar?

A content pillar is a specific topic or theme upon which similar content pieces are built.

2. What are the types of content pillars for social media?

Content pillars for social media are mainly categorized into four types: Promotional, Entertainment, Educational, and Conversational content.

3. How are content pillars for social media useful?

Each content pillar helps you achieve a specific business goal. For example, promotional content improves your sales, conversation content brings in quality leads, educational content improves your brand awareness, and entertainment content helps you connect to the audience.

4. What are the advantages of social media content pillars?

Having content pillars for social media helps create streamlined content and promotes consistency with your brand message in your social media channels.

Wrapping Up

Developing content pillars for social media will help your followers understand your content journey. You must continue fitting the pieces together and creating a brand story just for them. Adding content pillars for social media will improve your brand image and consistency.

Keep auditing your brand’s social media channels and customize your content accordingly. For more updates on content marketing, check out our recent blogs.

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