As we kick off 2025, I want to talk about showing up on social media with purpose and confidence. Last week, I shared why it’s so important to start the year strong on social media. You read that post here!
Right now, newly engaged couples are diving into wedding planning and searching for their vendors. This is the time to show up, be present in their feeds, and connect with them so they can get to know your business—and ultimately, become your clients.
Today, we’re diving into content pillars. I’m so excited to share with you my four essential content pillars—the four types of content you should be posting each week to help your audience feel connected to you, trust you, and get excited about working with you.
Before we dive into the pillars, let me ask you a question: Are you making this mistake on Instagram?
I often see business owners showing up consistently on social media—they’re posting every day—but they’re still not getting inquiries or bookings.
9 times out of 10, it’s because they’re only posting about their services and offerings. I know how social media feels like work, especially for those of us in the wedding industry. You might not even enjoy social media on your personal account because it’s become so tied to your business.
When people are scrolling through Instagram or TikTok, they aren’t looking to be sold to. Instead, they’re looking to be inspired, to learn something new, to get wedding ideas, or to connect with people who share their interests. If all you’re doing is talking about your services, you’re missing the opportunity to genuinely connect with your audience.
That’s where social media content pillars come in—they help you create a mix of content that builds those connections and ultimately drives inquiries.
Here are the four content pillars to focus on every week in your content strategy:
1. Help them know you
The first step is helping your audience get to know you. People want to connect with a person, not just a business or brand. Share things about yourself—your name, where you’re located, your passions, your family, your pets, or the things that light you up.
I know this can feel vulnerable, especially if you’re a private person, but letting your audience see the person behind the business is foundational. People need to feel like they know you before they’ll take the next step in the buying process.
2. Help them like you
Once they know you, the next step is helping them like you. This is about showing your personality. Share your quirks, your favorite coffee order, or the TV show you’re currently binging. Sprinkle in a little humor or share behind-the-scenes moments of your life and work.
The goal is to make your content feel like a breath of fresh air—something your audience enjoys seeing in their feed. If someone were relaxing on their couch after a long day, would your post make them smile or connect with you on a deeper level? That’s what you’re aiming for.
3. Help them trust you
Trust is essential before anyone will book your services. In today’s world, people are cautious—they’re looking for red flags. So it’s your job to build trust through your content.
Share testimonials, client reviews, and educational posts that showcase your expertise. Show behind-the-scenes moments that pull back the curtain on your process. When potential clients understand exactly what to expect from working with you, they feel more confident taking that first step.
4. Call them to act
Finally, don’t forget to call your audience to take action. This is the step that so many business owners shy away from, but it’s absolutely essential. You can’t assume people will inquire just because they like your content—you need to ask them to take the next step.
Use clear calls to action like:
Whether it’s in your posts or your stories, give your audience the nudge they need to act.
Remember, when you’re using social media for your business your main point should be to connect with your ideal clients.
Those potential clients are looking to be inspired, to learn something new, to get wedding ideas, or to connect with people who share their interests. If all you’re doing is talking about your services, you’re missing the opportunity to genuinely connect with your audience.
So here are the 4 content pillars to connect with your audience on Instagram and ultimately drive inquiries for your stationery business.
These 4 pillars will help you create content that resonates with your audience and drives real results for your business. Start thinking about how you can implement these pillars into your content this week to build trust with clients on social media.
P.S. Want more tips on how to connect with your audience on social media? We’re hosting a free Social Stationer Challenge for the entire month of February! It’s your chance to commit to showing up consistently with templates, captions, and a supportive community to cheer you on. Click here to learn more!
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