Content Strategy and Content Pillars: What You Need To Know

I’ve had the pleasure of presenting a session on content strategy to entrepreneurs and came across a hot topic I’d like to discuss in further detail: content pillars. This crucial concept often gets confused with content types, so I want to bring this topic to light and straighten things out once and for all. Let’s go!

What Are Content Pillars?

Content Pillars refer to broad topics or themes specific to your brand and niche. They are often said to form the backbone of your content strategy, assisting you in providing consistent value to your target consumers.

By giving structure to your content creation process, these pillars ensure that your content always links back to your brand’s message and purpose, so you never get lost along the way.

Think of content pillars as the main topics you repeatedly refer to in your content. They’re reoccurring themes, helping you establish your expertise and authority.

What Content Pillars Are NOT

Let’s get one thing straight: content pillars are not content types! This misunderstanding can limit your creativity, so be aware of the difference. Content types are the formats in which you deliver your content to an audience, like reels, blog posts, and carousels. The pillars are the themes you focus on within the content.

Let’s break down some definitions further:

• Industry: The category you operate in
• Niche: A specific focus within the industry
• Content pillars: Subtopics within the niche
• Content types: Formats you use to showcase your content
• Content goals: Objectives you have for each piece of content

Content Pillars: An Example in Practice

To help you understand content pillars further, I’ve put together an example of a quilt pattern designer.

An example content pillar could be Tutorials and Tips. The content goal for the designer could be to establish themselves as a knowledgeable resource for quilting techniques. Some content ideas surrounding this include step-by-step guides on creating specific patterns, top tips for choosing fabrics, color combos, and overcoming quilting challenges, and Q&As addressing followers’ quilting questions.

Another content pillar could be Behind the Scenes. Within this pillar, the goal could be to share the creative process behind quilt pattern designing. Some content ideas within this include stories detailing the inspiration behind new patterns, insights into the designer’s workspace, and updates on the designer’s journey as a quilter.

How To Develop Content Pillars

Now that you’ve got a better grasp of what content pillars are and how they can help you, here’s a step-by-step guide to help you create your own pillars.

Step 1: Discover how to develop your brand voice

As your brand voice is the personality you convey in your content, you need it to be unique, memorable, and one that resonates with your audience.

Step 2: Create a strategy with valuable content

Remember: content is only worth making if it provides value to your reader. Whether you intend to educate, entertain, or inspire your audience, your content strategy should focus on sparking and maintaining meaningful connections with real people.

Step 3: Create content pillars with content types and goals

You need to define your content pillars and choose the types of content you will create under each of your pillars. Set clear objectives for each post, ensuring that you can measure its success and understand how it contributes to your overall business.

Get Your Content Strategy Guide

Ready to take the guesswork out of what to post and when? Comment ‘CONTENT’ on my Instagram post, and you’ll receive a link to my Content Strategy Guide, which will help you create valuable content, develop your brand voice, and formulate your content pillars. I can also provide feedback on your content pillars, so never feel shy about contacting me!

By understanding, developing, and implementing content pillars correctly, you can begin to generate a more structured and impactful content strategy. Not only can this boost your brand’s credibility and awareness, but it can also build a stronger connection with your customers. Sounds good, right? Well, now it’s your time to get started!