How to Build Strong Content Pillars
And no, we’re not talking about concrete pillars that sit out the front of your ethnic grandparents’ home.
We’re talking about the pillars that ensure you never, ever run out of content ideas again.
Keen to find out how? Read on.
So, what is a content pillar?
A content pillar is a fancy marketing term for a big, important topic or theme that’s central to your business, and importantly, is something that your audience cares about.
Think of it like the foundations of a house (yep, we’re going there). Each pillar supports smaller content ideas, like blog posts, social media captions, videos, FAQs… basically, anything that you are sharing with the world.
For example, if you’re a plumber, one of your pillars might be ’DIY Plumbing Tip’. Under that pillar, there’s various things you could post to talk to this theme, including:
- A video showing how to unblock a sink
- A blog on tools every homeowner should have
- A checklist for spotting leaks early
Boom. That’s one pillar & multiple content ideas.
Why should you care?
Without pillars, your marketing can sometimes feel like you’re throwing spaghetti at the wall. You end up posting random stuff that is irrelevant to your business (and therefore, see no potential customers through your social media efforts), therefore wasting time, and not attracting the right people to deliver your services to.
With content pillars:
- You have structure so you can stay focused
- You know what to post
- You connect with the right people
- You save time – a huge win, particularly for business owners!
Ready to start? Let’s go.
Step 1: Think about what you want to be known for & what your audience wants to see
Ask yourself:
- What services do I offer?
- What questions do customers always ask me?
- What am I passionate about educating people on?
Step 2: Group these into 3–5 themes
Examples for a landscaping business:
- Showcase (Before + After Projects)
- Educate (DIY Lawn Care Tips)
- Behind the Scenes (Meet the team, tools, day in the life)
Step 3: Start building content around each pillar
Under “Educate” you could post:
- ‘3 signs your lawn needs aerating’ (blog or social post)
- A time-lapse video of lawn treatment
- Tips for dealing with brown patches
Now, remember you don’t have to post every day. You don’t have to go viral. But if you’ve got a few solid content pillars, you’ll always know what to say, how to say it, and who you’re saying it to.
Get started by downloading our content pillar cheat sheet and be on your way to creating a solid content plan.
