What are content pillars? And why are they so important?

Content Pillars Social Media Tribe

You might have heard the term “Content Pillar” before, but what exactly does it mean?

Content Pillars are like building blocks for your social media, and can be different for everyone, depending on what your goals for your business and marketing are. Having a marketing strategy in place to ensure that you are meeting at least one of those pillars with every post you create is also an essential piece of the puzzle to ensure that you aren’t posting just for the sake of posting.  

As part of the social media strategy sessions that we conduct with our clients, we touch on the 5 types of content that we consider to be the most important.

  • Photo & Video Opportunities
  • Core Beliefs & Philosophy
  • Personal Touch & Social Proof
  • Education on Services
  • Prompts to Contact or Book

There are few ways that you can hit these different types of content, so let’s break it down further!

Photo & Video Opportunities

These can include photos and videos of your team or staff members, also content featuring happy clients. With the rise of TikTok and Reels, creating video content in particular is so important in keeping you in the social media game. As the richest form of media video content helps to build trust and credibility very quickly with your potential clients so they are ready to reach out and enquire about your services.

Core Beliefs & Philosophy

Don’t be afraid to share a bit of yourself and your beliefs. Some examples of this might be; sharing stories about helping other people grow and transform, empowering people to be their best, push through their limitations. Or sharing thoughts and quotes relating to your ‘core message’ and ‘points of difference’ on a background image, designed template that aligns with your brand’s message.

Personal Touch & Social Proof

This is the one that we really like to make sure is included! We know that it can feel a little intimidating to share your own face or personality on your socials, but it really is a great way to give your audience a peek behind the curtain and build that trust. Your audience LOVES to see your face! The results speak for themselves, content that builds the personal relationship and shows real faces and team photos, gets higher engagement, resulting in your CTA type posts popping up in front of more eyes.

Don’t forget to include testimonials or case studies from real clients.

Education on Services

Continue to tell your followers what you do. You might feel like you are repeating yourself, but the reality is that not everyone (even your followers) will see every single thing you post. The algorithm isn’t built that way! Hopefully your fan base will continue to grow, so it’s really important that you keep posting about your services so that the new followers see it too! 

Don’t forget to add your Call to Action! Which leads us to…..

Prompts to Contact or Book

Probably the most important one content pillar of all! 

Don’t leave your audience feeling lost! A good Call to Action (CTA) can do wonders for your social media post engagement because it helps to drive your visitors exactly where you want them. 

Maybe you’d like your followers to head over to your landing page, to sign up for a free trial or pick up the phone and call. Whatever it is, you need a good CTA.

Including a CTA such as ‘Head to the link in my bio’ is going to tell your followers exactly what you want them to do, loud and clear without confusion!


Each content type is designed to promote your business in a way that aligns with your values, core message and service/product, but also aims to attract and align with your ideal audience’s values. Choose different topics for your posts based on ideas that highlight your points of difference, your core message, address different client groups and their needs to paint a picture of who you can help and how.

We understand the overwhelm, and are here to help! If your brand or business is lacking in social media strategy or direction, it might be time to book a 15-minute strategy session with us to find out how we can support your business growth.

5 Core Types of Content

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Minna Salmesvuo

Social Media & Online Marketing Strategist