[FAQ]

I feel like my Instagram content is a bit random and all over the place. I’ve heard that creating ‘content pillars’ is a great way to be more focused and strategic.

What is the best process for identifying and creating 3-5 core content pillars for an Instagram account in 2025? How do you figure out what your main topics should be, and how do you use them to plan your content calendar?

Any help would be great!

[Jeff Bullas]

That’s an excellent strategic question.

Quick Answer: Content pillars are the 3 to 5 core topics your brand will consistently talk about. You create them by finding the intersection of your audience’s biggest problems and your own unique expertise.

Moving from posting random content to a pillar-based strategy is what separates amateur creators from professional brands, as it brings focus and authority to your account. Here is a simple process to define yours.

First, you must deeply understand your target audience. What are their biggest questions, challenges, and goals related to your niche? You should write these down.

Second, you need to identify your unique expertise and passion. Your content will be far more sustainable and authentic if you are genuinely knowledgeable and excited about the topics you are covering. What can you talk about better than anyone else?

Third, you find the intersection of these two lists. Look at your audience’s problems and your expertise, and group them into three to five broad, overarching themes. For example, for a fitness coach on Instagram, these pillars might be ‘Beginner Workouts’, ‘Nutrition Myths’, and ‘Motivation Mindset’.

And fourth, once you have your pillars, you can easily brainstorm dozens of sub-topics under each one. For the ‘Nutrition Myths’ pillar, you could create Reels, carousels, and Stories on ‘The truth about carbs’ or ‘Protein shake mistakes’. This makes your content planning much simpler.

In summary, content pillars provide the essential structure for your content strategy. They ensure that everything you post is relevant to your audience and consistently builds your authority in your chosen areas of expertise.

Cheers,

Jeff

[Author]

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