You Weren’t Hired to Be a Social Media Expert (But Somehow You Are)

Let’s be real — you didn’t sign up for this part of the job.

You didn’t apply to be an expert on every social media platform.
You didn’t dream of becoming a full-time content strategist.
You definitely weren’t trained in the endless maze of algorithm updates, engagement tactics, and Canva wizardry.

And yet… here you are.

Juggling community programs, reports, fundraising events — and somehow finding time to write Instagram captions, schedule Facebook posts, run ads, and figure out what on earth a “carousel post” even is.

It’s a lot.

And I want to start by saying this clearly:
👉 You’re doing a bloody amazing job.

You’ve been handed one of the hardest jobs in the nonprofit world — managing communications and marketing without the resources, training, or team that big brands have.

You’re learning by doing, trying to keep up with social media that changes faster than a toddler’s snack preferences. And even though it sometimes feels like you’re winging it… you’re actually doing incredible work.

You’re Not Behind — You’re Learning a Whole New Language

So here’s what I want you to know today: you’re not behind.

You’ve just been asked to learn a whole new language while doing your day job — with minimal help and no translation guide.

You were dropped into the middle of a battlefield, handed a spoon, and told to win the war.

And somehow, you still managed to get results.

So if you’ve been feeling overwhelmed or guilty that your content “isn’t good enough” or your feed “isn’t consistent,” take a breath. You’re doing more than enough.

But — if you’re craving a bit more breathing room, there’s a small shift that can make your job a whole lot easier.

The Simple Shift: Stop Posting Everything. Start Using Content Pillars.

Here’s the truth: you don’t need to post more. You need to post with purpose.

And that starts with content pillars.

Content pillars are 4–5 key themes or “buckets” that your posts revolve around. They act like your compass — giving your content structure, clarity, and direction.

When you have clear pillars, you stop scrambling to come up with something new every time someone says, “We should post about X.”

You know exactly what belongs on your feed — and what doesn’t.

Here’s an example set of content pillars for a purpose-led organisation or nonprofit:

• Behind the Scenes: Share the real people, daily moments, and heartbeat of your organisation.

• Impact Stories: Tell human stories that show your mission in action — real people, real change.

• Community Education: Bust myths, share resources, or offer quick tips that empower your audience.

• Supporter Shoutouts: Celebrate your donors, volunteers, and partners who make the work possible.

• Call to Action: Make it clear what you want people to do — donate, sign up, attend, or share.

Write them down. Print them. Stick them on your screen.

The next time someone asks, “Can we post something about this?” — check your list:

✅ If it fits one of your pillars, great — it goes in the queue.
❌ If it doesn’t, maybe it’s not a priority for your feed right now.

Why This Works

Using content pillars changes everything.

• You’ll spend less time staring at the blinking cursor wondering what to say.

• Your content will feel more consistent and strategic.

• Your team will be on the same page — finally!

• And your audience will start recognising your voice and your values.

You’ll stop chasing trends and start building trust.

Because the truth is, great marketing isn’t about showing up everywhere — it’s about showing up with purpose.

You’ve Got This

So, if you’re feeling like you’re constantly behind on content, remember — you were never meant to be a full-time social media manager and a full-time changemaker.

You’re doing brilliantly.

Start with your pillars. Build from there.

And if you want a little more structure and sanity in your social strategy, that’s exactly what I teach inside The Training Vault — practical, no-fluff marketing tools made for purpose-led teams like yours.

Because you don’t need to do more — you just need to do it smarter.