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If you’re tired of staring at a blank content calendar, unsure what to post next — I’ve got you.
Let me introduce you to the concept of content pillars. They’re simple, powerful, and totally change the game when it comes to consistency and creativity.
Think of them like the “categories” or “themes” your content revolves around.
Instead of reinventing the wheel each week, you’re rotating through topics that support your business goals and audience interests.
Why Content Pillars Matter
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They help you stay consistent
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They build trust with your audience
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They save so much time
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They make batching and scheduling 10x easier
Today’s Example: A Web Designer
Let’s say you’re a freelance web designer who helps service-based businesses build clean, high-converting websites. Here’s a simple 5-pillar setup:
1. Educate
Teach something helpful about websites, SEO, or user experience.
“3 ways to make your homepage convert more leads”
“Why mobile design isn’t optional anymore”
Best platforms: LinkedIn, Instagram, Pinterest
2. Showcase Work / Case Studies
Show off real client transformations — or behind-the-scenes of a site build.
“Before and after: this homepage went from DIY to dreamy”
“What we changed + why it matters”
Best platforms: Instagram, Pinterest, Facebook.
3. Personal / Relatable
Remind people there’s a human behind the screen.
“How I got into web design (spoiler: it wasn’t planned)”
“The coffee-fueled chaos behind my last launch”
Best platforms: Instagram, LinkedIn, X.
4. Promote
Talk about your services, availability, or new offers.
“Booking 2 new projects this month — want one of them?”
“Need a site that doesn’t scare clients away? Let’s chat.”
Best platforms: Facebook, Instagram, LinkedIn
5. Engage
Invite conversation or interaction.
“What’s one thing you hate about your website?”
“Would you rather have a fancy homepage or a fast one?”
Best platforms: Instagram Stories, TikTok, Facebook
How to Use Them
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Pick 3–5 pillars
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Assign them to specific days or rotate weekly
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Brainstorm 2–3 post ideas per pillar to start
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Use AI to draft, design in Canva, and you’re off
Daily AI Prompt to Try
Type this into your favourite AI program.
Today’s Business:
A web designer trying to plan content for the next two weeks.
“Create 10 social media post ideas for a freelance web designer using these content pillars: Educate, Showcase, Personal, Promote, and Engage. Include at least 2 post ideas for each pillar.”
Replace “web designer” with [your business] and you’ve got a plan ready to go.
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