At JBP we follow a 4 pillar content strategy when creating posts for social media.

Using this method, it essentially gives a purpose to every single piece of content we create for our clients. We always think that if it doesn’t fit one of those 4 pillars, we should consider not using it at all. Post with purpose!

The 4 pillars are:

  • Promote
  • Educate
  • Inspire
  • Entertain

We’ve listed below each content pillar and what sort of post would fall under each one to get you started on your own content creation journey!


Products and services – the most salesy of them all. Use this pillar to push case studies, new services, your recently created content as well as products, new launches and customer reviews.


Expect a reaction from your audience after viewing this content. For example, this pillar is perfectly suited to a ‘week in the life as’, podcasts about your team, career development and behind the scenes in the office. How to videos would also fall in this category and if you are creating these make sure you put a call to action to encourage your audience to recreate it.


Everyone likes to switch off and have a good time! Use your entertain content pillar to have some fun with behind the scenes, photo shoots, and day to day in the office image or videos. Allow people to connect with you on a personal level. If you are on TikTok, utilise this style of video, short snappy and fun videos work best as they’re easiest to watch.


Teach your audience something new and bring them value. Bring value to your followers, after all it might be what they are following you for! News from your industry and guides will encourage trust in your brand and followers will value your point of view. You could also include instruction guides or videos on how to use your product/recipe ideas/how to style videos. These will all encourage traction and interaction with your posts.

Remember, post with purpose!

Cover image by Hannah Cole.