Let’s talk about content pillars – those trusty “buckets” you’ve probably heard about if you’ve spent any time trying to plan your social media as a therapist.
Once hailed as the holy grail of content strategy, content pillars were meant to help you organise what you talk about online so that you weren’t staring at a blank screen every time you opened Instagram. You might’ve even been told to pick three to five of them, and that’s still solid advice. But somewhere along the way, the meaning of content pillars got… fuzzy.
If you’ve ever felt confused about whether you’re meant to be “educating, inspiring, or entertaining,” or heard people say content pillars are out altogether… you’re not alone. So let’s clear this up.
Spoiler: Content pillars aren’t dead. But the way we used to think about them? That could probably use a refresh.
What Are Content Pillars, Really?
Let’s bring it back to basics for a sec.
Content pillars are the core topics you want to be known for talking about online. Think of them as your areas of expertise, or the recurring themes that make your brand instantly recognisable. They’re not random. They’re intentional.
For example, if you’re a relationship therapist, your content pillars might be:
- Attachment styles
- Communication skills
- Conflict resolution
- Navigating breakups or betrayal
- Relationship therapy
These are all things you can speak to with confidence. They’re topics that reflect your values, connect with your ideal client’s needs, and give your content direction.
What they’re NOT: “Educate,” “inspire,” “entertain,” or “sell.”
Those aren’t pillars. Those are formats or purposes. And the confusion between the two is where a lot of the mess begins.
Where the Old Advice Falls Short
Let’s be honest: telling therapists to “just create educational and inspirational content” is a bit like telling someone to “just eat healthy.” Vague. Overused. Lacking the nuance needed for actual results.
It’s not that those types of content are wrong. It’s just that when we reduce content strategy to “educate vs. inspire,” we miss the real magic: What are you actually saying, and who are you saying it to?
If your pillar is “educate,” then educate on what? And why does that matter to your dream client?
Saying “I’m going to educate my audience” is kind of like saying “I’m going to cook dinner.” Okay, but is it spaghetti, a stir fry, or a three-course meal? Who’s coming over? Are there allergies we need to know about?
You get the idea.
The Hot Take: “Topics Are Dead”
Lately, some marketing experts have gone one step further and said content pillars themselves (aka the topics) are outdated. Instead, they suggest thinking purely in terms of content goals:
- Content that builds authority
- Content that solves a problem
- Content that drives action
- Content that builds connection
And look, I do agree with some of this. In fact, I use a similar approach in my own frameworks because understanding the purpose behind a post matters deeply.
But here’s the thing: knowing what you want to say is still step one.
You can’t create content that connects, solves, or sells if you don’t know what your message is.
As a social media strategist who works specifically with therapists, I’ve seen this play out countless times. When content starts feeling all over the place – or you’re feeling stuck creatively – it’s often because the foundational “what do I actually talk about?” piece hasn’t been nailed down.
So, no. Content pillars aren’t dead. But they do need to be used in the right way.
Here’s How to Use Them Properly (and Powerfully)
Think of your content pillars as your compass. They keep your messaging clear, consistent, and aligned, so whether you’re writing a caption, filming a Reel, or chatting on a podcast, your audience knows what to expect from you.
They also act as a creative filter. When your head is full of ideas (or you’re battling decision paralysis – hello, ADHD friends 👋), your pillars help you sort and prioritise.
Here’s a simple way to figure yours out:
- Brain dump all the things you could talk about.
Every session insight, recurring client theme, question you get asked, lightbulb moment, myth-busting rant—get it all down. - Group those into themes or categories.
You’ll start to see patterns. Maybe a bunch of your ideas fall under “navigating anxiety,” or “boundary-setting in relationships.” These are your potential pillars. - Pick 3–5 that feel most relevant, aligned, and repeatable.
You want them to reflect the work you love, the clients you want to attract, and the things you want to be known for.
And don’t worry, your pillars aren’t set in stone. You can evolve them as your business grows or as you start niching down further. But having them in place gives you clarity, structure, and confidence in your content.
What the Other Experts Do Get Right: Your Content Needs a Goal
Okay, now let’s circle back to the newer advice that says: “It’s not just about what you’re posting, it’s about why you’re posting it.”
And I’m completely on board with that part.
Because yes, having a clear topic is important. But if a post doesn’t serve a purpose – if it doesn’t help you build connection, offer insight, or encourage action – it’s not doing the heavy lifting your content could be doing.
That’s where my ARC framework comes in. Every piece of content should support one of three key goals:
✨ ARC stands for:
- Attract – Content that connects with your ideal client’s identity, values, or lived experience. This is the stuff that makes people stop scrolling and say, “This feels like it was written just for me.” Think shared beliefs, relatable experiences, personality-led posts, and emotionally resonant stories.
- Reframe – Content that shifts mindset, solves a problem, or shares insight from your expertise. These are your educational, thought-provoking, or perspective-changing posts. You’re helping your audience see things differently—and trust you in the process.
- Call – Content that invites action. Whether that’s booking, buying, clicking, or DMing, this is your nudge that says “Here’s how I can help, and here’s what to do next.”
When you pair your content pillars (the what you talk about) with the ARC framework (the why behind each post), your content becomes strategic without feeling robotic. You stay rooted in your message and move your business forward.
TL;DR? Here’s the Takeaway.
No, content pillars aren’t dead. But the outdated way of thinking about them – vague formats, hollow buzzwords, or generic buckets like “educate” – definitely needs to go.
If you’re a therapist trying to market your practice online, here’s your cheat sheet:
- Think of your content pillars as core topics that reflect what you want to be known for.
- Use them to brainstorm content ideas, stay focused, and speak directly to your ideal clients.
- Pair them with a goal-based framework like ARC to make sure every post has a purpose.
Because yes, your content should be meaningful. But that starts by knowing what you want to say and why it matters.
If this is something you want to dig into more deeply, make sure you’re signed up for my mailing list. It’s going to be the first thing we go in-depth on in my brand new podcast, For the Therapist Who… launching very soon!
Trust me, you won’t want to miss it.