Content Pillars: What are they and how do use them effectively?

What are Content Pillars?

In short, Content Pillars are categories of content ideas, based on your brand's goals and values, that help you create content that is relevant and effective for your business.

In layman's terms, pick three things you want to tell your audience about and it will help you plan and create content.

Coming up with outstanding content can get tiresome. There are only so many ‘don't forget to buy X and Y before the promotions run out’ pos

ts that people can digest. The most important thing that your followers need to be, is engaged. You want to create an audience that shares, comments and comes back to your platforms again and again in order to boost your performance and ultimately draw new leads(potential customers) in. So, to create engaging content, create content pillars that will jump start your planning process.

To make sure that your content pillars are diverse, I recommend trying to pick categories that fall under these three headers: Informative, Responsive, Creative. These headers may not work for your brand, but they are always a good place to start when coming up with content ideas because platforms will reward your accounts for the engagement content like this receives.


Create content under this pillar that is useful to your audience. Most platforms reward content that is shared or saved for later so creating educational content is a good way to boost performance. This could include infographics, video tutorials, or interactive quiz posts.


It’s good to use content that is responsive to real-world situations. Maybe include a content pillar that talks about industry news, or if you have a regular cycle of promotions, you could dedicate a content pillar to informing your audience about those.


This content pillar should utilise your business’ product or service and be something inspiring. While different platforms cater to different types of content, almost all reward content that inspires users, especially if they keep coming back for it. Your creative content pillar should tie in closely with your values and what sort of audience you want to build.

How do you use content pillars?

Okay, so you’ve got your content pillars, how do you put them into practice? Let’s use an example:

I am a clothing company that specialises in using sustainable resources. I want to create a brand that helps the environment, raises awareness about bad practices in the fashion industry and sells products. My content pillars may look something like this:

Informative: How to buy sustainably

My content may look like: A blog post on tackling fast-fashion in your home, an instagram infographic about the use of sustainable materials in large brands (including mine), or a Pinterest story on re-wearing outfits and the benefits of investing in quality couture like my brand’s.

Responsive: News in the sustainable fashion industry

My content may look like: An instagram post praising a local brand’s pledge to be more sustainable, a facebook video interview with a brand ambassador about why they chose sustainable clothing, or sharing a report on big brands efforts to use sustainable materials in their clothing on your instagram stories.

Creative: Product use

My content may look like: IGTV video displaying your brand's clothing on brand ambassadors, product photography in commerce posts on instagram, or tweeting “Which colour is your favourite?” along with two product photos.

Another way to choose your Content Pillars

Another way to choose your content pillars is to work with your brand's goals and values.

If your business goal is to create a community of customers, a good content pillar will be ‘Community’. This could include content like question asking posts, or tag a friend posts. On the other hand, if one of your brand values is ‘Customer Loyalty’ then a content pillar that centres around customer service like FAQ posts or customer reviews may be important to you.

Content Pillars may seem like a bit of a faff, but just having 3 sticky notes on your wall with categories of content will make your digital marketing planning so much easier.

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