Building Your Social Media Content Pillars
Your Future Self Will Thank You
In partnership with
If you read my last newsletter, you know I talked about content repurposing — how to stretch one idea into multiple posts. I promised to talk about content pillars next (the part that helps repurposing actually work) and here we are!
Content pillars - Let's go!
Think of them as the buckets that every piece of content falls into — your categories, your lanes, your “themes.” These pillars keep you from posting at random and help you create with purpose instead of pressure. There is nothing worse than looking at your socials and thinking - what should I post?...
Whether you’re a one-person team or coordinating across departments, pillars give structure to your ideas so you’re never starting from scratch. You’ve got the frame to work with always, even when creativity starts to run dry sometimes (because it will, it always does).
Why Content Pillars Matter
Most small businesses create content reactively — something comes up, someone remembers “we haven’t posted in a while,” and then everyone is sort of like the scene from SpongeBob - I’VE GOT NOTHING TO POST ABOUT!!
Content pillars help remove that panic and help you find structure in the ever-evolving world of social media. They help you:
Stay consistent on social media
Repurpose content intentionally
Keep your brand voice aligned and consistent
Track performance by category so you can see what works and what doesn’t
Plan your content ahead instead of scrambling for content and posts
When you clarify what you talk about, it will help keep you from getting stuck on what to create content about.
How Many Pillars Do You Need?
Most small businesses need 3–5 pillars. More than that becomes clutter. Less than that feels limiting. Examples to get you started:
Education / Tips / Industry Knowledge
Behind-the-Scenes Product or Service Highlights
Client Stories & Trust Builders
Values / Mission / Brand Personality
Community & Local Connection
Each should support your business goals and the way you want to show up online. Don’t forget to have some filler content in each category. When you’re running a business you won’t always have time for the best of the best. Filler content helps fill the gaps when creativity is low, you change your mind about posts, and for when you get busy.
Examples of Pillars in Action
Let’s say one of your pillars is “Brand Trust.” Here’s what that could include:
Testimonials
FAQs
Team spotlights
“Before & after” results
Quick educational tips
Project updates or case studies
That’s dozens of posts from just one pillar — and many of them can be repurposed more than once across multiple platforms. Another pillar could be “Community.”That might include:
Local events
Partnerships
Staff volunteering
Behind-the-scenes
Your brand personality
Suddenly you’ve created a structure that helps make repurposing easier. It will take time, but it will get easier. With every post you are building confidence and experience. And if you’re not the one making content - you’re seeing the building blocks either way.
How Pillars Save You Time
Once your pillars are set:
Every post has a home
Repurposing becomes more automated over time but remains authentic
Your content calendar fills faster
You avoid posting random one-off content that doesn’t support your goals
Most business owners struggle with content because they lack structure — not ideas. Pillars are your structure. Most owners are surprised by how much they actually want to say online. If you aren’t that owner - no problem - you’ll still be able to get enough content to stay relevant.
Using Pillars to Plan Content
Pick posts per content pillar each week or month. Example monthly setup:
Pillar 1: 4 posts
Pillar 2: 3 posts
Pillar 3: 3 posts
Pillar 4: 2 posts
Now you have 12 posts — enough for most small businesses — and you know exactly what each one should be about. Pair that with repurposing, and you’ll stay consistent without burning out.
Final Thought
You don’t need to reinvent your brand every week. You need a system.
Repurposing gives you breathing room
Content pillars give you direction
Planning gives you peace
And consistency comes from having all three.
In the next newsletter, I’ll talk about my current social media system for stress-free posting. I get overwhelmed with social media - I fully admit it. We’re all human.
Side note: are you enjoying my newsletter? Let me know if there is anything you’d like me to talk about. I’m all ears, truly! It’s actually me behind the scenes writing these so send me any questions you have.
Find customers on Roku this holiday season
Now through the end of the year is prime streaming time on Roku, with viewers spending 3.5 hours each day streaming content and shopping online. Roku Ads Manager simplifies campaign setup, lets you segment audiences, and provides real-time reporting. And, you can test creative variants and run shoppable ads to drive purchases directly on-screen.
Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.