How to Develop Content Pillars for Social Media Strategy
27 Mar, 2024

Ready to take your social media strategy to the next level? We’ve got just the thing for you – a blog post all about developing content pillars for a successful social media strategy. Trust us, this is going to be a game-changer!

Having strong and consistent content on your social media platforms is key. That’s where content pillars come in. Content pillars are like the foundation of your entire social media presence. They are core topics or themes that align with your brand and resonate with your target audience. By organizing and guiding your content around these pillars, you’ll create an engaging and cohesive online presence. Think of it as building different rooms in a house – each room represents one pillar while still being part of the same structure (your brand). 

How to Develop Content Pillars for Social Media Strategy 01

This approach ensures that every piece of content you create serves a purpose within those overarching themes. So why are these pillars so important? Well, they help establish consistency across all platforms by giving direction to what kind of posts you should be creating regularly. Plus, they make it easier for both new followers and loyal fans alike to understand what value they can expect from following along. Ready to dive deeper into how exactly you can develop effective content pillars? Stay tuned because we’re about to break down everything step-by-step in this blog post!

What are Content Pillars?

Content pillars also known as content buckets are like the backbone of your social media strategy, helping you organize and guide your content in a meaningful way. They are core topics or themes that align with your brand and resonate with your target audience. By defining these pillars, you create a framework for consistently creating valuable content pieces across all platforms. Think of it this way: each pillar represents a different aspect of your brand or niche, while still being part of the same overall structure. Just like how columns support an architectural masterpiece, content pillars provide stability and direction to ensure that every piece of content serves a purpose within those overarching themes. 

Having well-defined content pillars is crucial because they establish consistency across all platforms by giving you clear guidelines on what kind of posts to create regularly. This not only helps maintain engagement but also makes it easier for new followers to understand what value they can expect from following along. So whether it’s fashion tips for aspiring influencers or healthy recipes for wellness enthusiasts, identifying and developing strong content pillars will be key in organizing and guiding your social media presence effectively.

So, Why are Content Pillars Important?

Well, they help establish consistency across all platforms by giving direction to what kind of posts you should be creating regularly. Plus, they make it easier for both new followers and loyal fans alike to understand what value they can expect from following along.

Identifying Your Brand’s Core Topics

When it comes to establishing your brand’s identity and creating valuable content, identifying core topics is crucial. A brainstorming session is a great way to kickstart this process. Take some time to reflect on your niche or industry and think about potential core topics that align with your brand. 

By exploring different angles and perspectives, you can uncover unique ideas that will set you apart from your competitors. It’s important to stay true to your brand’s values and objectives while brainstorming. 

Here are three tips on how to come up with unique ideas for brainstorming content pillars:

  1. Brainstorm: Identify areas in which you are an expert and what topics your frequently asked questions fall under. Come up with roughly five or so “buckets” or content pillars for your brand and write them down. Keep in mind that this isn’t just about what you like to talk about, but what your audience or potential audience could be curious about when it comes to what you offer.
  2. Investigate your competition: Check out your competition to get a feel for what’s topical and popular in your niche. This can help you identify gaps in the market and areas where you can differentiate yourself.
  3. Run polls: Ask your audience what they’d like to see. This can help you create content that is relevant and valuable to your audience.

Narrowing Down Your Content Pillars

Narrowing down your content pillars to solve audience pain points is crucial when it comes to creating valuable content.


Define Target Audience Personas

Defining target audience personas is a crucial step in selecting relevant content pillars for your brand. Understanding the needs, preferences, and behaviours of your target audience allows you to create content that truly resonates with them. By defining target audience personas, you can identify their pain points, interests, and motivations, which will help you craft content that addresses their specific needs. This understanding serves as a foundation for choosing content pillars that will attract and engage your desired audience effectively.

Choosing Relevant Themes & Categories

Choosing relevant themes and categories is another important aspect of narrowing down your content pillars. It is essential to select themes and categories that not only align with your brand but also resonate with your target audience. The themes and categories you choose should reflect the interests, values, and aspirations of your audience. By doing so, you can create content that captures their attention and establishes a connection with your brand. The key is to strike a balance between your brand’s objectives and the interests of your target audience to ensure that your content is both impactful and meaningful to them.

Creating Subtopics within Each Content Pillar 

So, when you’re diving into social media marketing, it’s key to have a solid plan in place for your content, right? And one way to organize all those content ideas is to create content pillars. Basically, these are the main topics or themes you’ll be focusing on for your social media, whether it’s like educational stuff, behind-the-scenes looks, or customer testimonials, you name it. But here’s the thing – within each of those content pillars, you can totally break it down even further by creating subtopics. 

This helps keep your content strategy fresh and diverse, while still staying on brand. So, let’s say one of your pillars is all about how-to guides. Within that, you could have subtopics like beginner tips, advanced techniques, or product-specific hacks. See what I’m saying? By organizing your content this way, you’re not only making it easier to plan and create, but you’re also ensuring that your audience is getting a well-rounded experience with your social media content. It’s a win-win! 

Planning Your Social Media Calendar around Content Pillars

Planning your social media calendar around content pillars offers numerous benefits that can enhance your brand’s online presence and engage your target audience. 


  1. Coordination: A social media calendar allows you to coordinate your content across multiple platforms, ensuring a consistent and cohesive message.
  2. Increased reach: By organizing your content around pillars, you can plan and execute campaigns that target specific audiences and increase your overall reach.
  3. Measurement: A calendar system enables you to track the performance of your content pillars, allowing you to analyze what works and what doesn’t, and make data-driven decisions to improve your social media strategy.
  4. Efficiency: Planning your social media content in advance gives you dedicated time to create, curate, and schedule your posts, reducing the likelihood of last-minute rush and errors.
  5. Experimentation: A social media calendar allows you to experiment with different content types, posting days, and times, helping you discover what resonates best with your audience and drives the most engagement.

By leveraging these benefits, you can create a more engaging and effective social media presence that supports your content pillars and aligns with your brand’s goals.

Content Creation Tips for Each Platform

When it comes to creating content for social media platforms, it’s important to tailor your approach to each platform’s unique features and audience. Here are some tips for creating content on two popular platforms:


Instagram is a highly visual platform that is ideal for showcasing your brand’s personality and values. To create engaging Instagram content, consider the following tips:

  1. Use visual storytelling: Use high-quality images and videos to tell a story that aligns with your content pillars.
  2. Leverage user-generated content: Encourage your followers to share their own content related to your brand, and repost it on your own account.
  3. Create a consistent aesthetic: Use a consistent colour palette, font, and style to create a cohesive and recognizable brand identity.
  4. Use hashtags: Use relevant hashtags to increase your reach and attract new followers.


Pinterest is a visual search engine that is ideal for sharing content related to your content pillars. To create engaging content on Pinterest, consider the following tips for your content marketing strategy:

  1. Create visually appealing pins: Use high-quality images and graphics to create pins that stand out and capture attention.
  2. Use keywords: Use relevant keywords in your pin descriptions and board titles to increase your visibility in search results.
  3. Organize your boards: Create boards that align with your content pillars and organize your pins in a logical and easy-to-navigate way.

By following these tips, you can create engaging and effective content for social media posts that support your content pillars and resonate with your target audience.

Measuring Success & Making Adjustments

Measuring the success of your content pillars is crucial for understanding what works and what doesn’t, and making data-driven decisions to improve your content pillar strategy for your brand’s social media content. 

Here are some key metrics bloggers should track when evaluating the success of each type of content for your content calendar:

  1. Engagement: Monitor the number of likes, comments, and shares on your content pillars to gauge how well they resonate with your audience.
  2. Reach: Track the number of impressions and unique users who view your content pillars to assess their visibility and potential impact on your brand’s reputation.
  3. Conversions: Monitor the number of conversions (e.g., sales, sign-ups, or downloads) generated by your content pillars to evaluate their effectiveness in driving desired actions.
  4. Backlinks: Keep an eye on the number of backlinks generated by your content pillars, as this can indicate their authority and influence in your niche.
  5. Keyword rankings: Analyze the search engine rankings of your content pillars to assess their effectiveness in targeting relevant keywords and attracting organic traffic.

To make adjustments based on audience feedback and data analysis, consider the following tips:

  1. Analyze audience feedback: Use surveys, polls, and comments to gather feedback from your audience on which content pillars they find most valuable and engaging.
  2. Adjust content strategies: Based on the feedback and data analysis, modify your content pillars to better address the interests and needs of your target audience.
  3. Experiment with new formats: If your data shows that a particular content format is not performing well, try experimenting with different formats to see which ones resonate better with your audience.
  4. Optimize for search engines: Review your keyword research and ensure your content pillars target relevant and high-traffic keywords to improve their visibility in search results.
  5. Leverage influencers: Collaborate with influencers in your niche to promote your content pillars and reach a wider audience when you create social media content.

By tracking key metrics and making adjustments based on audience feedback and data analysis, you can ensure the continued success of your content pillars and improve your overall content strategy.

Developing content pillars is essential for an effective social media strategy, as they help you create consistent, valuable, and engaging content that resonates with your target audience. By implementing the marketing strategies and tips outlined in this guide, you can start building a strong foundation for your content pillars and watch your online presence soar. Remember, the key to success in content marketing is to create high-quality, engaging content that addresses the needs and interests of your target audience, and to continuously refine your content strategy based on data and audience feedback.

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