What are content pillars?

I'm Ash

Creating value for your audience is essential to your marketing and strategy. Creating and identifying your content pillars will help you simplify your content process, identify your target audience, support your marketing goals and provide clarity in your overall messaging.

So what are content pillars? Content pillars represent topics that interest your target audience.

In this blog, you’ll learn how to define your content pillars and the importance to help you execute a successful content strategy.

What are content pillars?

Content pillars are 3-5 topics that your brand cover in-depth. Here are a few benefits of identifying your content pillars:

1 – Create relevant content for your audience and needs

2 – Develop a strong brand voice and consistency with your brand message

3 – Build trust and establish authority on the topic

4 – Clarity around your niche, messaging and target audience

5 – Maximise your content strategy and marketing plan

How to determine your content pillars

To determine your content pillars, identify the following:

  1. Who is your target audience?
  2. What is your expertise of what do you want to be known for?
  3. What do you specialise in that helps your target audience?

Content Pillar examples

As you define your content pillars, ensure your topics define your brand and resonate with your audience.

For example, you might be a sleep consultant with a focus on young families in their 20s to 30s.

Here are some examples of content pillars:

Content Pillar 1: Sleep Education

Content Pillar 2: Mental Wellness

Content Pillar 3: Routine

Content Pillar 4: Mindful Habits

How to create valuable content pillars for your audience

Below are four topics to kick-start your content pillar strategy:


Answer a popular FAQ

Quick tip or advice

Post a testimonial


Ask a fun question

Holiday post

Industry meme


Company accomplishments

Relevant quote

Inspiration story


Product, image or video

Promo a sale

Share user-generated content

Content ideas and research

To find content and topics relevant to your audience you can head to:

Pinterest, YouTube and Google – enter keywords and see what type of searches autocomplete

Facebook Groups and Quora – see the types of questions people are leaving and relevant threads

How to maximise your content pillars

Now that you have a better understanding of content pillars and can start to define them it’s time to put them to use. Refer to your content pillars when creating your content and to keep consistent with your marketing, messaging and strategy.

Identify the following content:

Long-form content – this could be blog posts, podcasts or videos. Repurpose this content as often as you can.

Curated content – this could be your newsletter. Your newsletter helps nurture your audience and build trust.

Promotional content – incorporate content related to your products and/or services.

Short-form content – this is built from long-form content that you create for social media such as graphics, quotes and reels.

In summary

When you intentionally create and curate content around your content pillars, it helps to maximize your content strategy and marketing plan. You’ll provide value to your audience, build trust and establish yourself as an expert in your industry.

If you’d like to learn more, or book a project with us, simply fill out our contact form and book a Free Discovery Call today. We can’t wait to learn more about your business!

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