The Complete Guide to Social Media Content Pillars (with Examples + Templates)
If you're struggling with what to post or how to stay consistent on social media, you're not alone. One of the simplest and most powerful ways to fix that? Content pillars.
UNUM Staff
Everyday Social Tool
Content pillars are the 3–5 themes you post about consistently. They keep your strategy focused, your audience engaged, and your feed from feeling like chaos.
In this guide, we’ll walk you through what content pillars are, how to create yours, and give you real examples and a free plug-and-play template to get started.
🤔 What Are Content Pillars?
Think of content pillars like categories or buckets. Each pillar represents a key area of your brand or message. Everything you post should ladder up to one of these themes.
They help you:
Stay consistent
Plan faster
Build brand recognition
Speak directly to your ideal audience
Instead of guessing what to post every day, you rotate between your pillars.
💡 Examples of Content Pillars (by Industry)
For Creators:
BTS / Personal Life
Tips & Tutorials
Favorite Products / Affiliates
Motivation or Quotes
Audience Q&A
For eCommerce Brands:
Product Features
Customer Reviews
Behind-the-Scenes
Educational (how-to’s, use cases)
Promo / Launches
For Agencies or Service Providers:
Case Studies / Client Wins
Tips & Thought Leadership
Industry News
Behind-the-Scenes / Team Culture
Offers / Lead Magnets
🎯 How to Choose Your Content Pillars
Define your brand goals
Are you trying to build authority? Sell products? Grow a community?Know your audience
What do they care about? What problems do they have? What content do they engage with?Audit your best content
Look at your past posts. Which ones performed best? What were they about?Pick 3–5 repeatable themes
Make sure they align with your brand goals and are easy to create consistently.
📋 Plug-and-Play Content Pillar Template
Use this as a starting point. Fill in your own themes, then brainstorm post ideas for each.
Content Pillar | Goal | Post Ideas |
|---|---|---|
Educational | Build authority | Tips, how-to's, carousels, tutorials |
Personal / BTS | Build connection | Day in the life, stories, routines |
Promo / Sales | Drive revenue | Product features, offers, reviews |
Community | Drive engagement | Polls, questions, shoutouts |
Inspiration | Reinforce brand values | Quotes, moodboards, mission-driven posts |
🧠 Bonus: Tips for Using Pillars in Your Calendar
Rotate evenly: Mix up your content each week so it doesn’t feel repetitive.
Color-code your pillars inside UNUM to visually balance your feed.
Repurpose content across pillars (ex: turn a BTS post into a tip or Reel).
📁 Free Download
Need a done-for-you layout? Download our 1-page calendar template with content pillar guidance included. Or open it inside UNUM and start scheduling right away.
Final Thoughts
Content pillars aren’t just for big brands or influencers. They’re for anyone who wants to stay consistent, build a clear message, and grow their presence online.
Start with 3–5, plan a week ahead, and make your content strategy a whole lot easier.
Ready to put your pillars to work? Plan your next 30 days in UNUM.
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