The 4 Content Pillars I Use to Make Posting Feel Purposeful (Not Random)
When “Just Posting Consistently” Isn’t Enough 💛
As a content strategist for small business owners, I see “just be consistent” messages all over the place. But what I know from my work with clients is that trying to meet an arbitrary number of posts per week doesn’t always lead to sustainable consistency… sometimes, posting without purpose just burns you out.
There’s definitely something to be said for playing the long game online, especially for entrepreneurs leading with their heart who want real connection instead of chasing viral moments for clout. But a posting strategy can be hard to stick with if your posts don’t feel purposeful. It’s easy to feel like your hard work on videos and captions is just falling into the endless abyss of the algorithm.
That’s why I designed a content pillar system that ensures that each post is doing a real job and moving me closer towards my business goals over time (without burning me out).
Why I Built My Content Pillars This Way 🧠
When I was re-launching my business after my time as a stay-at-home-mom, I started with just a handful of work hours a week while my son was at preschool. My 20-year-old self might have played around with content formats just for fun, but, as a working mom, I knew I needed a system.
My time in motherhood has taught me that repeatable structures reduce decision fatigue and help me make sure I’m prioritizing the right things. In my personal life, I’ve implemented time blocking and a backend household admin system involving lots and lots of Google Docs. So it made sense to implement something similar for my business.
When I first started my social media, I was surprised and humbled by the amount of messages that I got telling me that I “made social media look easy.” I knew I wasn’t doing anything complicated to stay on top of posting, and I wanted to help others get there too… so I started sharing my systems.
The Four Content Pillars That Guide My Social Media Posts 📝
Everything I do as a people-centered social media strategist revolves around using social media for real connection, not just to please the algorithm. So my content pillar system is designed to meet real people right where they’re at – and help them along the journey from just coming across your brand to feeling confident about making a purchasing decision.
And because I love when things feel nice and organized, I gave them all the same first letter. Let me introduce you to the four content pillars that give each of my posts meaning and keep me from staring at a blank document every time I’m about to create content: Introduction, Interactive, Informative, and Invitation.
This is the exact framework I use in my business and recommend to my clients – across multiple industries and seasons of business.
Pillar 1: Introduction Content for Welcoming New People In 👋
Introduction posts help new people understand who you are, who you’re here to help, and what they can expect when they follow your account. This is “virtual small talk” that welcomes new people to your account and helps them understand what you’re all about. You might have heard this referred to as growth content or top-of-funnel content.
When new people come across your page, they want to understand how you can help solve the problem they’re facing, but they might not be ready to buy from you yet. Introduction content tells them about your unique perspective... it’s not an explanation of your offers or a sales pitch.
Introduction content can include:
Trends adapted to your brand and message
Introductions to who you are and what you do
Posts that help someone understand what they can expect when they follow you
When thinking of Introduction post ideas, you can start with real conversations you’ve had with clients and customers and ask yourself: when has someone said “I’m so glad I found you because…”
Pillar 2: Interactive Content for Building Genuine Connection 💬
Interactive content “warms up” your people to feeling ready to buy from you by showing how you empathize, relate, and connect with them. You might have heard this referred to as nurture content or middle-of-the-funnel content.
Although these types of posts are often referred to as “entertainment” content, you don’t have to be a comedian or performer in order for your content to connect. Interactive content is about meeting your people on a human level, and that could feel relatable, funny, or like a simple “you get me” moment.
Interactive posts can look like:
Meaningful or fun reminders
Genuine conversation starters
Peeks into your real life and story
When thinking of Interactive post ideas, think back to conversations you’ve had with your people and ask yourself: when has someone said “I feel like you totally get me because…”
Pillar 3: Informative Content for Fostering Trust Before the Sale 📚
Informative content is another way to “warm up” your people by helping them understand what they need to know before they’re ready to buy from you. You might have heard this referred to as educational content or nurture content.
Educating your audience is not about teaching them how to do your job. Informative content is more about providing knowledge that bridges the gap – so they understand why your product or service is the right fit, and so you’re seen as a trustworthy expert.
Informative posts include:
Bite-sized nuggets from client work or your own life
Product features and why they matter
Brand-adjacent tips that help your people in everyday life
When you’re looking to get inspired for an Informative post, you can think back to anytime a real client or customer has said to you, “I’m so glad you taught me or told me…”
Pillar 4: Invitation Content for Selling Without “Icky” Pressure ✨
Invitation posts sell your products, services, or offers, and clearly explain the next step to work with you or buy from you. You might have heard this referred to as conversion content or bottom-of-the-funnel content.
So many small business owners struggle with feeling “icky” or “salesy” when they post sales content. That’s exactly why I use the term “invitation” – because selling isn’t about pressure, it’s about showing an open door and letting the right people decide if they want to walk through.
Invitation content might look like:
Posts that showcase your products
Clear explanations of your services or offers
Sharing stories from real customers and clients
If you’re not sure where to start on an Invitation post, ask yourself when you’ve been chatting with someone and they said, “I’m so glad I bought this from you because…”
What a Well-Rounded Strategy Means for Your Business 💡
A few months ago, I shared these four content pillars at an in-person Reels workshop that I had the pleasure of teaching in partnership with a Portland-area women’s networking group. Many of the attendees told me that learning these pillars provided a light-bulb kind of moment, helping them realize that their content could contribute to the real journey that people go on when they’re considering purchasing from you or working with you.
For some business owners, they feel more comfortable with the fun trends and educational nuggets – and their audience grows, but never buys. For others, they’ve been told that sales content is all that matters… but their sales posts might not be working well if people don’t feel connected enough to buy in the first place.
And that’s exactly why I designed this content pillar system to make sure you’re covering all your bases as a business owner!
A More Sustainable Way to Show Up Online 🌱
Like the work I do with my clients on Instagram strategy, my desire is that all my tips and suggestions bring forward momentum instead of making people feel more stuck. You’re more than welcome to grab the aspects of this content system that work for you and make it your own!
The ultimate goal is that whatever content strategy you adopt gives you more control over your online presence… so that posting on social media doesn’t have as much control over YOU!
Ready to Start? 🤍
If you’re ready to implement what you’ve read in this post, here are a few simple starting points:
✨ Go back through each pillar and brainstorm a few post ideas for each category, starting with real client and customer interactions as inspiration
✨ Outline your next four posts following this rhythm so you’re leading your people on a journey instead of just launching into a pitch
✨ Get in touch if an even deeper look at your Instagram strategy might serve you in this season – I’d love to work with you!