Content Pillars for Instagram

Can we share a MAJOR socials secret with you? 👀

Content pillars can help you simplify your social media management!

What are content pillars?

Content pillars are, "3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media." You might also hear them called content buckets, groups, or categories. They are essentially a guideline to keep you on track with what to post. Some SMMs line these up with the days of the week (Monday = educational, Tuesday = connection), use a percentage (20% promotional, 40% connection, 40% knowledge bombs), or in a set order (connection, educational, promotional).

Why do we need content pillars?

Content pillars can be a great foundation piece to add to your socials. When it comes to content inspiration and creation, it can be such a breeze with content pillars. They help you stay defined in the type of content you are posting, so you don't go overboard on one category. Who wants to follow an account that posts all sales all time, right?

How do you choose content pillars?

First and foremost, go back to your strategy! Who's your audience, what do they want, and what's your purpose? These answers will be the intel you need to figure out what direction you should go in with your pillars. For example, if you are a nutrition company, you'll likely steer more toward educational, informational, and/or motivational content. But, if you're a clothing company, you'll likely be leaning more toward connection, entertainment, and promotional content. Regardless of the industry you're in, don't overthink your content pillars. They are meant to help you, not confuse you! There will likely be some overlap between some content, and that's completely okay.

Now that we know what they are, what they can help with, how to choose them for your account, here are content pillar examples that you can start implementing into your strategy!

Content Pillar Ideas

Knowledge Bombs

Educational content can be so powerful on social media! This might consist of quick tips, sharing your take on a topic, how-to's, or adding value to trends and conversations. Some alternate names for this category are educational, valuable, or tips.

Money-Makers

While the community might be our first goal on socials; however, converting leads into sales is also a main focus, too! Promotional content such as sharing a current promotion, highlighting the benefits of your service/product, or explaining your services. Other names for this category could be: promotional, selling, promo.

Know/Like/Trust Builders

Know, like, and trust builders are the post that is going to connect you with your audience and get them to warm up to you! Posts like review, testimonials, your story, and getting to know your community are great posts that would fall under this category! Depending on your personal preference, you could also choose credibility builders, BFF magnets, community builders, or connection as a category!

Visibility

Think of this category as something your audience would want to share! This could be a meme, your take on a trend, or a post with humor. This might also be called entertainment, conversation starters, shareable, or viral content pillar!

Inspirational

Who doesn't love to be inspired? This content pillar can be perfect for inspiring your audience to do something. Motivational quotes, affirmations, or advice are all examples of content that could fall within this category. Alternate names for this category include: motivational, encouraging, or coaching!

Which content pillars are you sticking with?