Using Content Pillars to Create a Social Media Strategy That Works

If you’ve ever felt like you’re throwing random posts at the wall and hoping something sticks, trust me—you’re not alone. Social media can feel like a never-ending cycle of “What should I post today?” followed by a frantic search for something, anything, to throw onto your feed.

But what if you had a plan? Not just a vague idea, but an actual structure to keep your content balanced, engaging, and effective? That’s where content pillars come in.

What Are Content Pillars (and Why Do You Need Them)?

Content pillars are the foundation of a strong social media strategy. They help you stay focused, consistent, and strategic instead of constantly scrambling for content ideas. By structuring your posts around four key pillars (Entertain, Inform, Inspire, and Convince) you can create a mix of content that keeps your audience engaged while also driving real results.

Think of it like a well-balanced meal. You wouldn’t eat only dessert (tempting, but not sustainable), and you wouldn’t survive on just protein shakes. Your content needs variety, just like your diet does!

Let’s break down each of the four pillars so you can start using them in your social media strategy today.

The Four Content Pillars

1. Entertain: The Hook That Gets People to Pay Attention

People come to social media for one of three reasons: to be entertained, to be informed, or to connect. Entertainment is the easiest way to grab their attention, so why not start there?

Think about the content that you actually stop scrolling for. Is it a hilarious meme? A relatable story? A behind-the-scenes blooper that makes a brand feel more human? Your audience wants the same thing.

💡 Examples of entertaining content:

• A funny TikTok or Instagram Reel showing a “day in the life” of your business—but with a twist (add humor, exaggeration, or a trending sound to make it pop).
• Quizzes, polls, or "this or that" posts to spark engagement.
• Sharing a viral trend—because, let’s be honest, hopping on a trend is a chef’s kiss way to boost reach.

Pro tip: If you’re not sure what type of entertaining content your audience will love, start with the content that makes you laugh, smile, or engage. If it resonates with you, chances are it’ll resonate with them too.

2. Inform: Establish Yourself as the Go-To Expert

Ever scrolled through Instagram, learned something new in under 30 seconds, and immediately saved the post? That’s the power of informative content. This pillar helps position your brand as an authority while actually providing value to your audience.

And no, “informative” doesn’t have to mean boring! (No one wants to read a dry textbook disguised as an Instagram post.) Instead, focus on making your educational content engaging, bite-sized, and visually appealing.

💡 Examples of informative content:

• A carousel post breaking down a complex topic into digestible tips.
• A “myth vs. fact” post addressing common misconceptions in your industry.
• A tutorial or “how-to” video showing your audience how to solve a problem.

Pro tip: People LOVE “insider secrets” and quick hacks. If you can teach your audience something valuable in an engaging way, you’ll instantly boost your credibility and your reach.

3. Inspire: Give Your Audience a Reason to Take Action

Inspiration is one of the most powerful ways to create a real connection with your audience. It’s about sharing stories, experiences, and content that moves people—whether that means making them feel something or motivating them to do something.

The goal of this pillar is simple: Make your audience believe that change is possible, and that your brand can help get them there.

💡 Examples of inspiring content:

• A powerful customer testimonial that highlights a transformation.
• A personal story about a challenge you overcame in your business.
• A motivational quote that aligns with your brand values.

Pro tip: Storytelling is key here. People connect with stories far more than they connect with stats and data. So, instead of just telling your audience what they should do, show them what’s possible through real-life examples.

4. Convince: Turn Your Audience Into Customers

Here’s the deal—if you don’t ask for the sale, your audience won’t know what to do next. That’s where the convince pillar comes in. This is your chance to showcase your product, service, or offer in a way that feels authentic and trust-building, not pushy.

People need to see proof before they buy. They need to feel like they’re making the right choice. Your job? Help them get there.

💡 Examples of convincing content:

• A product demo showing how your offer solves a real problem.
• A behind-the-scenes look at your process to build credibility.
• A limited-time promotion or special offer to create urgency.

Pro tip: Social proof (like testimonials, case studies, and user-generated content) is your best friend here. When people see that other people trust your brand, they’ll feel more confident about taking action.

How to Use These Pillars in Your Social Media Strategy

Now that you know what the four content pillars are, the next step is putting them into action! Ideally, your content calendar should have a mix of all four throughout the week or month. This keeps your audience engaged while also guiding them toward a deeper connection with your brand.

Here’s a quick way to check if your content strategy is balanced:

✅ Are you entertaining your audience enough to grab their attention?
✅ Are you providing value and educating them on what they need to know?
✅ Are you inspiring them with stories, testimonials, and relatable content?
✅ Are you making it clear what action they should take next?

If you’re missing one of these, tweak your strategy! The goal is to create a well-rounded content plan that works—one that attracts, nurtures, and converts your audience over time.

By using a mix of the four content pillars above, you can create a well-rounded content strategy that keeps your audience engaged and moves them toward action. Need help developing a content plan that works for your brand? Let’s chat! Book a call with us here.