One of the most common phrases I hear from business owners is “I don’t know what to post”, which usually results in 2 things:

1. The social media accounts get neglected and a post is put up every now and again with no real thought or consistency.

2. All of the posts are the equivalent of “buy my stuff”.

You should know by now that social media is a long game. Yes, there can be quick wins, but you need to make an effort to nurture your audience through the “know, like and trust” model so they can be confident that you are definitely the right person for the job.

If you’re purely broadcasting messages and not involving them in some way then they will switch off – we don’t want that!

So, with this in mind. Do your social media posts need a mix up?⁠

Here are 5 content pillars you can use to keep your feed fresh and interesting for your audience.⁠

Let’s go through them so you get a better idea of what I mean with some ideas on how you can use each content pillar to create your own social media posts:



  • Tips and tricks
  • How to’s
  • Industry news/updates
  • Product Demos/hacks


  • Your product/service in use
  • Day in the life of
  • Documenting your day
  • Behind the scenes


  • Use stories to explain how your product/service solves a problem.
  • Share Case Studies

User Generated (UGC)

This is content about your business that’s been created by someone else. A good type of marketing as it’s other people advocating what you do!

  • Testimonials
  • Sharing products in homes/in use
  • Good to create a hashtag so all of the UGC can be found and shared easily.


  • Information about your product/service
  • How to buy
  • Any promotions you have on

There you have it. Even if you create just one post to match all of the suggestions above you’ll be on your way to creating an account with a good mix of content that will stop your audience from getting bored.

More importantly, it will position you as an expert in your field, show that you walk the talk, and also have other people saying the same about you.

I hope you found this helpful. Feel free to share to your social media using the icons on the left if you think it would be useful for your audience 😊

Anita x


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