The 6 pillars framework for B2B social media

Are you struggling with social media for your B2B or professional service business? You’re not alone. Many find it hard to create impactful posts or keep up with a consistent schedule. What if there was a framework to help you stay focused and grow sustainably on social media? That’s where the 6 Pillars framework comes in.

This framework is not about quick hacks or going viral overnight. Rather, it is a proven formula designed to shift your focus towards providing long-term value. Social media is here to stay for the next 20 years, so why not invest your time and effort in a way that truly grows your business?

why does social media feel so hard for b2b professionals?

Many B2B professionals — lawyers, accountants, consultants, marketeers, and coaches — find themselves stuck when it comes to social media. Why is that? Often, it’s because traditional businesses are used to one-way communications. Social media demands regular interaction and a personal touch. But how do you get consistent inspiration? How do you overcome fear of posting? And how can you build a to-do list that you’ll actually follow?

This e-book brings together research and lessons we’ve learned the hard way over the years. Even if you're short on time, you’ll find the 6 pillars clear and actionable.

What is Willow and why trust this framework?

You might wonder: why should I listen to Willow? I founded Willow because I deeply understand the issues B2Bs face in social media. Traditionally, lawyers, consultants, and accountants hesitated to post online. Now, social media has overtaken traditional marketing — if customers can’t find you online, they may doubt your credibility.

For almost three years, my team and I at Willow (formerly Contento) have worked exclusively with professional service providers. We make social media simple to understand and easier to excel at — but with a sustainable approach that lasts.

We have helped dozens of clients achieve steady growth by following this framework, resulting in more engaged audiences and measurable business outcomes. Our goal is to help you do the same.

Feel free to visit our website or connect with us on LinkedIn to learn more.

What are the six pillars of social media success?

1. Consistency

Why is consistency key on social media? Posting regularly builds trust and keeps your audience engaged. Aim to post at least twice a week on both personal and business channels. But be careful — don't spread yourself thin. Focus on mastering one platform before moving to the next. For example, if you're LinkedIn-savvy, perfect your posting rhythm there rather than jumping on Instagram prematurely.

Plan your content monthly. This approach stops last-minute scrambling and helps keep your messaging clear. Always use consistent branding and a clear, friendly tone. Think of your social media presence as your digital handshake — make it steady, reliable, and recognisable.

2. Value

How do you provide value on social media? Adopt a pay-it-forward mindset. Before asking for anything, give your network useful insights, tips, or helpful resources. For instance, a lawyer might share recent legal changes that affect businesses, while an accountant could post simple tax-saving ideas.

This sharing builds trust and positions you as an expert. People remember those who help them solve problems. Over time, they’re more likely to turn to you when they need your services.

3. Content mix

Is it enough to post just text updates? Not quite. Mixing up your content keeps your audience interested and helps achieve different goals. For example, share blog posts, short videos, client testimonials, polls, or even behind-the-scenes stories.

Suppose you’re a consultant: sharing a short video explaining a complex topic can catch attention quicker than a long article. Meanwhile, a poll asking followers their biggest challenges invites engagement and helps you tailor future content.

4. Employees

Your employees can be your greatest social media ambassadors. Why? Because people trust people more than brands. Encourage colleagues to like, comment, and share your posts. This expands your reach authentically.

For example, if a team member shares a client success story, it’s more relatable than a generic company update. You could also spotlight employees’ expertise or milestones. This humanises your brand and builds a positive culture.

5. Engagement

How can you show you care on social media? Engage actively with your audience and industry conversations. Like and comment on posts relevant to your business. This shows that you’re invested and keeps your business top-of-mind.

For instance, if a client shares news about their business expansion, congratulate them. If there’s a trending topic in your sector, contribute thoughtfully. This builds relationships and demonstrates your presence beyond posting content.

6. Make it personal

Why does personality matter on social media? Because humans connect with humans, not faceless companies. Let your unique style and voice shine through. Share your experiences, challenges, and successes honestly.

Sharing a behind-the-scenes glimpse of your workday or a story about why you started your business can create stronger bonds. Authenticity breeds loyalty — clients like to do business with people they relate to.

How can I get started with this framework?

Start by picking one pillar to focus on and make small improvements each week. Perhaps begin with consistency by scheduling a post per week. Then add value by sharing helpful tips your clients have asked about recently.

Remember, social media growth is a marathon, not a sprint.