What are content pillars?

I'm Ash

What are content pillars? Creating value for your audience is essential to your marketing and strategy. Identifying your pillars will help you simplify your content process. You’ll be able to find your target audience, support your marketing goals and gain clarity in your overall messaging.

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

In this blog, you’ll learn how to define them and the importance of helping you execute a successful strategy.

What are content pillars

What are content pillars?

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

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 are your expertise and 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 relate to 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:

1: Sleep Education

2: Mental Wellness

3: Routine

4: Mindful Habits

How to create value 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 you can start to define them, it’s time to put them to use. Refer to your content pillars when creating your marketing and 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 marketing around your content pillars, it helps to maximise your 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 me, simply fill out our contact form and book a Free Discovery Call today. I can’t wait to learn more about your business!

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