What Is a Content Pillar?

You’re trying to stay active on social media. You want your website to rank on Google. And maybe you’re even dabbling in blogs or email newsletters.

But if you’re like most small business owners, all of it starts to feel scattered. You’re stuck wondering what to post next. And even when you do publish something, you’re not sure it’s helping you grow.

The truth is, most content fails because it’s not connected to anything bigger. That’s where content pillars come in.

WHAT IS A CONTENT PILLAR, REALLY?

It’s the foundation everything else Is built on. A content pillar is a central theme or topic your business wants to be known for, something broad enough to support lots of smaller pieces of content, but focused enough to tie everything together.

Think of it like this: if your website were a house, content pillars would be the beams holding up the structure. They give shape to everything else like your blog posts, social media updates, videos, emails, and even SEO strategy.

For example, let’s say you run a wellness coaching business. One of your content pillars might be “stress management.” From there, you could create related content on topics like breathing techniques, productivity tips, or how to set healthy boundaries.

Instead of chasing new ideas every week, you’re expanding on something your audience already cares about. And search engines love it too, because you're showing authority around a specific topic.

WHY CONTENT PILLARS WORK

When you build your marketing strategy around a few key content pillars, everything becomes easier. You’re not guessing what to post. You’re building around a clear structure that supports your business goals.

You also get more out of every piece of content you create. One in-depth blog post can be broken into several Instagram captions, a short video, or part of an email newsletter. That’s not just efficient, it’s smart marketing.

Plus, search engines like Google see that you’re consistently creating related content around a core topic. That helps boost your rankings and makes it easier for new customers to find you online.

HOW TO CHOOSE YOUR PILLARS

If you’re not sure what your content pillars should be, begin with your customers. What questions do they ask the most? What problems do they need solved? What topics naturally come up in sales calls or support emails?

You’ll usually find that a few key themes rise to the top. Those are your pillars.

You don’t need 10 of them. Most small businesses do great with just three to five solid content pillars that they return to again and again. The goal isn’t to limit your creativity, it’s to give it a structure. That way, every post, blog, or video you create moves your business forward.

WHERE TO GO FROM HERE

A Good Content Strategy Starts With the Right Foundation

When you build your content around pillars, you stop spinning your wheels. You start showing up with purpose—online and in front of the right people.

If your marketing feels messy or random, it’s probably not because you need to do more. You just need to anchor your message to something stronger.

That’s what we help business owners do every day. Whether you’re launching a blog, revamping your website, or building a full funnel, we’ll help you identify your pillars and turn them into content that drives results.

Let’s talk about your content strategy