Content pillars: what are they, how do they work, and how to find yours
Image credit: KALAI SELVAM
Warning: This blog post could lead to serious brand awareness. I hope you like engagement, babe—you’re about to get it by the shedload.
In this quick read, I’ll give you the lowdown on content pillars, how to identify yours, and how to use ‘em to maximum effect. So, without further ado, let’s crack on!
What are ‘content pillars’?
Content pillars are the main topics that form the foundation of your content strategy. Each pillar makes up a specific portion of your overall strategy, so you can get the perfect ‘content mix’ for your brand.
Why do I need content pillars?
Content pillars help you keep your posts (be they blog or social) within the parameters of your brand. You’re giving yourself a helpful framework to plan in, so each and every post expresses a facet of your business and its identity.
Pillars also make it easier to create a content strategy that actually does something for your business. Many people find it easier to think up ideas when they have a structure to follow and a specific content mix to meet.
Basically, content pillars ensure everything you post is on brand and adds value. ‘Nuff said.
How can I identify my own content pillars?
How long is a piece of string, babe? Your pillars will depend on your brand, your values, and your business goals. I’d advise returning to your brand book or the documents outlining your business fundamentals.
To give you a bit of a guide, here are my content pillars and which aspects of my brand they’re covering:
Guide
Two of my main brand personality traits are ‘frank’ and ‘savvy’, and I live to share what I know (because not everyone has the budget for a writer). To fulfil this aspect of my brand, I routinely give away free tips on blogging, content strategy, writing, and marketing.Inspire
This is a fundamental branding tool because it shows you can walk the walk and give it a bit of the ole talk. It fulfils the exciting, energetic, off-beat side of my brand by allowing me to share my ideas and the cool shit I’ve worked on. This pillar proves I can deliver on the image I present.Promote
Okay, this is less of a brand pillar than a marketing one. It is the smallest portion of my content mix and simply gives me permission to promote offerings, new products, and upcoming availability. Ya gotta do what ya gotta do!Connect
The personal pillar lets me show my personality, passions, and brand ethos through posts championing activist causes. It reveals more of my personal life or junk I’m into. It’s a way to show I’m living my values and helps potential clients assess my cultural fit.
Remember: it’s not enough to just demonstrate brand and values; you have to provide value to the reader. So, ask yourself: How does each pillar in your mix add a benefit or give value, and what’s the end goal?
And Bob’s your uncle — you’ve got yourself a beautiful set of pillars on which to build a content strategy. Get it right, and you’ll see brand awareness soar, engagement skyrocket, and your goals smash (like, in a good way).
CBA, babe? I get it. Reach out, and we’ll work on it together 🤘
