How to Create Content Pillars For Social Media That Actually Drive Engagement

Mar 13

We love pillar talk 🤩

Content pillars help you stay consistent, engage your audience, and drive results by aligning your social media strategy with your goals.

TLDR: Ready to stop posting randomly and start seeing real engagement? Then you have to create strong content pillars for social media that promote engagement! First, get crystal clear on those business goals and do some sneaky competitor research (we love a good social media detective moment 🔍). Then, become besties with your analytics to see what content your audience actually wants. Need proof it works? Our client Arabella Hotel Sedona reached 20k new accounts in just one month by nailing their content pillar strategy. Pro tip: Mix up your content types! Stories for quick engagement, Reels to stop their scroll, and carousel posts for the save-worthy stuff. Ready to make your social strategy pop? Let's chat! ↓

You know that feeling when you're staring at your content calendar, wondering wtf you’re going to post next to get the engagement you want on social? We've all been there. But let’s get one thing straight: random posting is about as effective as trying to predict this year's Oscar winners based on Twitter debates (spoiler alert: not very).

Let's talk about how to create content pillars for social media that don't just look pretty but actually get your audience double-tapping, commenting, and sharing like they just watched the new season of Love is Blind and they have hot takes.

Why Content Pillars For Social Media?

Because having a Method to the Madness Actually Works.

They keep your content consistent, engaging, and goal-driven.

Think of content pillars like your favorite awards show categories – each one serves a specific purpose, but together they create an unforgettable experience. These strategic themes or “buckets” help you stay consistent, build authority, and most importantly, keep your audience consistently engaged.

The Secret Sauce to Content Pillars That Drive Engagement

1. Start With Your Business Goals

Know your purpose before creating content.

Because don’t tell me you don’t know what they are. 👀 Before you dive into creating content pillars faster than Justin Baldoni and Blake Lively calling their lawyers, take a step back. What are you actually trying to achieve by being on social media? More sales? Brand awareness? Sliding into your dream clients' DMs? Your content pillars should align with these goals seamlessly. Once you know what you’re even doing on social media, THEN you can craft fun and unique ways to engage your audience to make those goals a reality.

2. Spy on Your Competition (We Won't Tell)

Find gaps and fill them with better content.

Time to channel your inner social media detective. We all know you can find your friend’s Hinge date online by just a jacket logo, come on. What are your competitor’s content pillars for social media? What's working for them? What's flopping harder than Emilia Perez?

But don’t get it twisted: Don't copy them – instead, find the gaps they're missing and be the account that fills those gaps for followers and actually engages them in the conversation.

3. Listen to Your Audience

Social listening helps you tailor content to what your audience actually wants, making engagement feel effortless.

Remember when everyone thought they needed another photo dump app, but what they really wanted was more BeReal authenticity? That's why social listening is crucial. Your audience will tell you exactly what they want to see – you just need to pay attention. By asking them what they want or need, you’re literally driving engagement. Plus, after you’ve heard them out, you can tailor your content pillars for social media to promote engagement in ways they really want to see it!

4. Get Analytical

Use insights from analytics to understand what content resonates most and refine your strategy accordingly.

We know—you hear the word ‘analytics’ and you panic because you only know girl math. But it’s not so scary! Before you start creating content pillars for social media to drive engagement, study your analytics. Which posts are getting saved more than that viral recipe everyone's obsessing over? What Reels are being shared in DMs like hot gossip? Your data isn't just numbers – it's literally your audience telling you what they want.

5. Level Up Your Content Game

Create content that feels like a natural conversation, not a sales pitch, to boost engagement.

Once you know what types of content your audience is engaging with, you can turn those insights into content that slaps (as the kids say). The key? Every piece of content should feel like you're sliding into a conversation your audience is already having. Whether it's a quick Story poll about their biggest business challenge or a Reel showcasing your latest client win, make it feel less like a broadcast and more like a group chat with your work bestie.

Real Talk: A Scott Social Success Story

Arabella Hotel Sedona increased reach by 20k and hit 10k followers by leveraging a collaborative content pillar.

Let's take a break from the theory and talk results. One of our clients, Arabella Hotel Sedona, wanted to boost their social media engagement. We established a "Collaborative Content" pillar focusing on influencer and local partner content. Plot twist: in January 2025 alone, this strategy helped them reach an additional 20,000 accounts! 🚀

But wait, there's more – a single influencer collaboration and giveaway campaign shot up their Instagram following, finally pushing them over 10k followers. That's what we call a social media glow-up.

Ready to Build Your Content Pillars For Social Media?

Creating content pillars that drive real engagement isn't about following a one-size-fits-all formula—it's about understanding your audience and serving them content that makes them stop scrolling and start engaging.

Want to see how we can help transform your social media strategy from supporting actor to main character? Book a Discovery Call with us, and let's create some social media magic together! ✨