How to Create Content Pillars for Your Small Business
Content pillars are the 4-5 main themes that ALL your content falls under. They keep you focused, consistent, and strategic.
Why You Need Content Pillars
Without pillars:
- You post randomly
- Your feed looks inconsistent
- You run out of ideas constantly
- Followers don't know what you're about
With pillars:
- Every post has a purpose
- Your brand is clear and consistent
- Ideas come easier
- Followers know what to expect
The 5 Content Pillar Framework
Here's a simple framework that works for most small businesses:
Pillar 1: Educational (30%)
Teach your audience something valuable related to your expertise.
Examples:- How-to guides
- Tips and tricks
- Industry insights
- Myth-busting
Pillar 2: Behind-the-Scenes (20%)
Show the human side of your business.
Examples:- Day in your life
- How you work
- Team features
- Workspace tours
Pillar 3: Social Proof (20%)
Let your results and customers speak for you.
Examples:- Testimonials
- Case studies
- Before/after
- Customer spotlights
Pillar 4: Promotional (15%)
Actually sell your stuff (yes, you're allowed to do this).
Examples:- Product features
- Service explanations
- Offers and deals
- How to work with you
Pillar 5: Personal/Lifestyle (15%)
Connect on a human level.
Examples:- Your story
- Values and beliefs
- Hobbies and interests
- Wins and struggles
How to Find YOUR Pillars
Ask yourself:
- What does my audience need to learn?
- What makes my business unique?
- What results do I create?
- What do I want to be known for?
- What makes me relatable?
Content Pillar Examples by Industry
Restaurant
- Menu highlights & food photography
- Kitchen behind-the-scenes
- Customer reviews & photos
- Chef/team stories
- Local community involvement
Fitness Coach
- Workout tips & tutorials
- Client transformations
- Nutrition advice
- Personal fitness journey
- Motivation & mindset
Professional Services (Accountant, Lawyer, etc.)
- Educational tips for clients
- Industry news explained simply
- Client success stories
- Behind-the-scenes of your work
- Personal brand building
Your Weekly Content Mix
| Day | Pillar | Post Type |
|-----|--------|-----------|
| Mon | Educational | Quick tip |
| Tue | Behind-the-Scenes | Process/workspace |
| Wed | Social Proof | Testimonial |
| Thu | Personal | Story or lifestyle |
| Fri | Promotional | Product/service feature |
Never Wonder "What Should I Post?" Again
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