“I know I need to create content, but I never know what to post.” Does this sound familiar? Staring at a blank screen, paralysed by endless possibilities, is the most common reason professionals give up on building their brand online. The solution isn’t more ideas; it’s more structure. The solution is content pillars.
Content pillars are 3-5 core topics or themes that your brand will consistently talk about. They are the foundation of your content strategy, acting as a compass to ensure everything you create is relevant to your brand, valuable to your audience, and aligned with your goals. This guide will walk you through how to define your content pillars and create an endless stream of on-brand content.
Why Content Pillars are a Game-Changer
- They Banish Writer’s Block: By narrowing your focus, you make it easier to brainstorm relevant ideas.
- They Build Authority: Consistently talking about the same set of topics establishes you as the go-to expert in those specific areas.
- They Attract the Right Audience: People will follow you because they know what to expect and are interested in your core subjects.
- They Make Content Creation Efficient: You can batch create content around your pillars and repurpose ideas across different formats.
How to Identify Your Content Pillars
Your content pillars should sit at the intersection of what you know, what your audience needs, and what aligns with your business goals. Grab a piece of paper and brainstorm answers to these three questions:
What is my “Zone of Genius”?
What topics could you talk about for hours? What are your core areas of expertise, skill, and passion? List as many as you can.
What are my audience’s biggest pain points and questions?
What are the most common questions you get from clients or colleagues? What are the biggest challenges they face that relate to your expertise?
What do I want to be known for?
If someone were to refer you for an opportunity, what keywords would you want them to use? What topics directly support the services you offer or the career path you want to follow?
From Pillars to Posts: Generating Endless Ideas
Once you have your 3-5 pillars, the fun begins. For each pillar, you can generate dozens of specific content ideas using different formats:
- Educational Posts: “How to…” guides, checklists, tutorials, explainers.
- Inspirational Posts: Share your personal story, a client success story, or a motivational insight related to the pillar.
- Community Posts: Ask questions, run polls, or share user-generated content related to the pillar.
- Promotional Posts: Directly tie the pillar to a service you offer, explaining how you help clients in that specific area.
Example:
- Pillar: Brand Storytelling
- Post Ideas: “3 ways to find your brand’s origin story,” “The biggest mistake people make in their ‘About’ page,” “My story of overcoming imposter syndrome to share my message,” “Poll: What’s the hardest part of telling your own story?”
Content pillars transform your content creation from a chaotic, stressful task into a streamlined, strategic activity. By defining your pillars, you create a powerful framework that will guide your efforts, build your authority, and attract an engaged community for years to come.
Defining your content strategy is a critical step in building a visible and credible brand. All our services are designed to help you create and amplify content that matters. Let’s build your content plan together.
