Content pillars without a goal behind them are just categories. The strongest social media strategies are the ones where pillars and goals are built together.
Below is the framework we use to build content pillars that drive awareness, engagement, and action for every client we work with.
Start With the Funnel, Not the Topics
Every piece of content should do one of three things: build awareness, deepen engagement, or drive action. These are the three stages of the content funnel, and they come before any pillar is named.
01 / The Awareness Pillar
This is the content that reaches new audiences. Reels, shareable carousels, posts designed to travel beyond the existing following. The pillar sits at the top of the funnel, carrying the brand to people who've never seen it before.
02 / The Engagement Pillar
This is the content that deepens the relationship with people who already know the brand. Behind the scenes, educational content, personal stories, posts that invite comment and conversation. The pillar sits in the middle of the funnel, building trust.
03 / The Action Pillar
This is the content that drives decisions. Product spotlights, testimonials, launches, direct calls to action. The pillar sits at the bottom of the funnel, converting the trust built above into bookings, sales, or enquiries.
How to Name the Pillars for Each Client
The three funnel stages stay the same, but the pillar names should reflect the client's brand. A wellness studio might have pillars called 'Movement', 'Community', and 'Join a Class'. A pub might have 'The Experience', 'Behind the Scenes', and 'Book a Table'. Same funnel, different language.
The Strategy Set Behind These Pillars
Our Social Media Strategy Set includes the full framework for building content pillars funnel-first. The template guides you through audience, goals, and pillars in order, so the whole strategy sits together rather than being built in pieces.
