Building Your Brand’s Success on Social Media: 7 Types of Content Pillars

Last updated: 16.05.2023
Author: Lorie Tonogbanua

When it comes to social media marketing, staying relevant and creating consistent content can get challenging. But what do you do when you’re out of ideas?

The solution is content pillars.

Content pillars are themes or topics that can guide you in content creation. In this article, you will learn about the following content pillars:

1. promotional content,

2. educational content,

3. trust-enabling content,

4. inspirational content,

5. motivational content,

6. fear of missing out (FOMO) content,

7. entertaining content.

Let’s get started.

7 Types of Content Pillars for a Brand’s Success on Social Media

Incorporating the content pillars into your marketing strategy can help you create relevant content, build identity, and establish consistency. 

create relevant content, identity, and consistency. The following are the seven content pillars that can maximize the impacts of social media on your brand’s success:

1. Promotional content

Promoting and sharing your content with your target audience is as important as making it. You must keep showing what you offer in new and exciting ways. 

Email Broadcasts – Sending newsletters and other content through email is one of the methods you can use to promote your content. Email marketing gets your content to potential audiences who might be interested.

Refer-a-friend programs92% of consumers trust recommendations from family and friends. Through referral programs, you turn your followers into advocates and motivate them to share your content.

Paid Ads – Paid advertising enables your content to reach target audiences, increase engagement, and drive website traffic. 

Work with Influencers – Creative material from influencers can make your brand appealing. Influencer postings, reviews, stories, and videos will get your brand seen by their loyal followers.

2. Educational Content

Using educational content is a fantastic approach to increasing your brand’s visibility and authority while providing your audience the added value they want. You can do the following for educational content:

  • How-t guides
  • Tutorials
  • Product reviews
  • Tips and tricks
  • Free resources
  • DIYs
  • Amazing Facts

3. Trust Enabling Content

Credibility and trust are crucial aspects of any successful relationship. These qualities are essential, especially in building a community around your organization or business and converting page visitors into loyal customers. Here are the examples of content that build customer trust: 

  • Live-streaming
  • Customer testimonials and reviews
  • Share your values and social causes you support
  • Behind-the-scenes post
  • Collaborate with industry authorities

4. Inspirational Content

When done right, inspirational content can help your page resonate with many people. It can also increase your reach because people are inclined to share what they can relate to.

You can use any content that evokes positive emotions from your target audience, including:

  • videos about success and failure
  • pictures with quotes
  • inspirational memes
  • content addressing current issues like mental health and racism

5. Motivational Content

Motivation is a powerful emotion you can add to your content. It makes people buy your product. This social media content pillar works well for service and product-based companies. Some examples of motivational posts are:

  • On a Monday afternoon, a freelancer posts a meme about “hanging in there.”
  • An appliance company advises its social media followers on how to use energy effectively.
  •  A fitness influencer who will go live to motivate her followers to live healthily.

6. Fear of Missing Out Content

Fear of Missing Out (FOMO) is the feeling that other people are having fun and you’re not. You can use FOMO to your advantage by making people feel like they need to act quickly.

This sense of urgency could lead to more traffic or engagement if it makes users feel like they’ll miss out if they don’t take action. You can use strategies to keep people curious about your brand and make them join in:

  • Create special offers
  • Feature top followers
  • Exclusive content for loyal followers
  • Create a contest for user-generated content
  • Limited-time promotions
  • Sneak peek of upcoming content

Ultimately, the key is to make your campaigns feel urgent, exclusive, and exciting.

7. Entertaining Content

People like to be entertained, which is why TikTok and Instagram Reels are popular. The focus of entertaining content is to provide lighthearted and fun content to your followers. Here are some examples of entertaining content:

  • Create short original videos
  • Create polls
  • Share interesting articles
  • Funny memes and relatable jokes
  • Use gifs and hashtags to keep your stories interesting.

Show your followers that you are having fun, and your followers will feel the same. 


Content pillars can help you with your social media content creation. These pillars help you stay organized and focused on your brand message while providing variety and creativity in your posts.

Understanding your situation can help you identify the best content pillars for you. Be strategic by conducting competition research, assessing your brand’s social media channels, and, most crucially, choosing the right content.

Frequently Asked Questions

1. Why market on social media?

Marketing on social media helps marketers understand their target audience’s likes, dislikes, and interests. This information enables them to develop a more effective marketing strategy to attract these clients.

2. Why are content pillars vital for social media marketing?

Content pillars can help you create social media posts, infographics, and videos while staying on track with your brand strategy. The pillars ensure you maintain focus and create a consistent media presence. It also guarantees that every social media content you pose is relevant and engaging to your audience.

3. How many social media content pillars do you need?

While there are no rules on how many content pillars you should have, having at least three could benefit your content creation strategy. Your content pillars can also differ depending on the channel or platform where you post your content.