What is a Content Pillar? (And Why You Need Them)

If you’ve ever sat down to post for your business and stared at the screen for twenty minutes, you know how draining it is to start from scratch every. single. day. Most people think they’re "bad at social media," but usually, they just don't have a plan for what to talk about.

That’s where content pillars come in.

Despite the fancy name, a content pillar is just a recurring topic or "bucket" that your business sticks to. Instead of trying to think of something brand new every morning, you just pull an idea from one of your three or four buckets. It keeps your page focused and makes sure you aren't just posting for the sake of posting.

If you’re still just trying to get your page off the ground, you might want to start with my guide on how to set up your business Instagram first.

How to actually pick your topics

You don't need to talk about everything. In fact, your life gets a lot easier if you just pick three or four things you’re comfortable sharing and stick to those.

Most of what you post should probably fall into one of these areas.

First, you have to show people that you’re a real person. This is just the day-to-day stuff… your morning routine, a quick shot of your workspace, or you packing up an order. It’s just proof that there’s a human behind the account.

Then, you want to be helpful. If you’re an expert in what you do, share a little bit of that knowledge. If you sell plants, tell people the best way to keep them alive in the winter. If you’re a photographer, give a tip on how to look better in a family photo. When you help people for free, they start to trust you.

Of course, you’re running a business, so you have to actually tell people what you’re selling. Don’t be shy about it. Show the product, say the price, and tell them how to get it.

Finally, share a little bit of the "why." Why did you start this? What do you love about your community? These are the posts that make someone choose you over a big-box store.

Why this makes life easier

When you have these lanes picked out, you’re never starting from zero. You just look at your list and say, "Okay, I haven't shared a tip in a few days, let's do that." It takes the guesswork out of it and ensures you’re hitting all the points your customers need to see before they decide to work with you.

Content pillars are just an easy way to stay organized so you can spend less time on your phone and more time actually running your business.