Using Content Pillars to Plan Social Media Posts

Social media is one of the most powerful storytelling tools in travel — but only when it feels authentic, human, and intentional. Too often, travel brands fall into the trap of relying too heavily on promotions in their social media content. The result is feeds that feel transactional, and don’t build trust.

Using content pillars is an effective strategy to move your travel content from one long advertisement to a balanced and engaging social media feed, which can be used to build trust, connection, and long-term visibility.

Why Content Variety Matters More Than Ever

Most people don’t follow social media account to buy things or be pitched to. They follow accounts that:

• Inspire them
• Teach them something useful
• Entertain them
• Feel authentic and relatable

At the same time, consumer trust in marketing is at an all-time low. Audiences are highly aware of sales tactics and quick to disengage when content feels like a nonstop advertisement.

That doesn’t mean promotional posts don’t have a place — they absolutely do. But promotion works best when it’s supported by other types of content that build credibility and emotional connection over time. (It’s the entire premise of marketing guru Gary Vaynerchuk’s 2013 book, “Jab, Jab, Jab, Right Hook”)

Think of your social media presence like a well-balanced itinerary. If every stop is the same, the experience gets boring. Variety keeps people engaged and coming back for more.

The Four Core Types of Social Media Content

Before defining content pillars, it’s helpful to understand the four foundational content types that most travel brands should include in their mix.

1. Promotional Content

Purpose: Drive bookings, visitation, or awareness of specific offers.

Examples include:

• Special packages or seasonal promotions
• New tours, routes, or experiences
• Event announcements

Use promotions sparingly — think of them like a salad, not the main course or dessert. They are a healthy part of a balanced diet; but on their own, they’re not going to fill you up!

2. Educational / Value-Based Content

Purpose: Position your organization as a trusted resource.

Examples include:

• Travel tips and planning advice
• Destination logistics (transportation, entry requirements, accessibility)
• “What to know before you go” content

This type of content builds authority and helps audiences feel more confident choosing your destination or product.

3. Inspirational Content

Purpose: Spark emotion, curiosity, and wanderlust.

Examples include:

• Stunning destination imagery
• Short stories from real travelers
• Experiences that showcase the feeling of being there

Inspirational content helps audiences imagine themselves in the experience — not just understand it.

4. Personal / Authentic Content

Purpose: Humanize your brand and build trust.

Examples include:

• Behind-the-scenes moments
• Team spotlights or milestones
• Stories from guides, drivers, or staff

People connect with people. Showing who’s behind the work makes your brand more relatable and credible.

What Are Content Pillars?

Content pillars are recurring themes that organize your posts into clear, strategic categories. They help you plan content more efficiently while ensuring your feed stays balanced and aligned with your goals.

Each pillar typically fits within one of the four core content types — but goes a step deeper by strategically connecting with your specific audience and showcasing unique aspects of your brand. For example, a resort that specializes in destination weddings could post inspirational engagement or wedding stories, or a tour operator that offers escorted groups could post behind-the-scenes interviews with their expert tour guides to showcase the benefits of escorted travel and build trust with potential guests.

Example: TAP’s Content Pillars

At TAP, we vary our social media content by using these content pillars:

• Marketing Education and Tips: we create educational content that is valuable to our tourism industry audience (such as this blog post), which will be shared out on social media as well.
• Industry Trends, News, and Events: we share not only updates about what’s going on, but our take on what it all means.
• Testimonials and Case Studies: these bring inspiration in the form of satisfied community members and examples of creative marketing strategies.
• Team and Community Spotlights: we love to share personal spotlights on our TAP members, clients, and staff members, so our followers can get to know us and learn more about what we’re up to
• Event, Program, and Service Promotion: While this is a small portion of our social media feeds, of course it is important to promote our own paid events, member programs, and clients services

You can see that while these content pillars do relate directly to the core content types (Promotion, Education, Inspiration, and Personal content), they get more specific in relation to our own audience and business model.

How to Create Your Own Content Pillars

To build your content pillars, start with these questions:

1. Who is your primary audience? (Families, group travelers, adventure seekers, meeting planners, international visitors, etc.)
2. What problems do they need help solving? (Planning, logistics, accessibility, budgeting, timing)
3. What stories would they like to hear from you? (Local insight, expertise, behind-the-scenes access)
4. What actions do you ultimately want them to take? (Visit, book, inquire, share)

After answering these questions, brainstorm post ideas that appeal to your audience and meet their needs. Group your post ideas into 4–5 clear pillars. Each pillar should support both audience value and business goals.

Turning Content Pillars into a Sustainable Strategy

Content pillars aren’t about posting more — they’re about posting with intention. When used consistently, they:

• Reduce decision fatigue for marketing teams
• Create a more engaging, trustworthy feed
• Help audiences understand what your brand stands for

Most importantly, they allow your promotional content to perform better by surrounding it with stories and value that build connection and trust.

Listen to these Destination on the Left episodes on social media:

Episode 439: Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn

Episode 411: Social Media Tips for Travel Advisors, with Nikita France