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Content Pillars: What They Are and Why You Need Them

Have you ever scrolled through a small business’s social media and wondered what they actually do? The layout, the branding, and the images may all be fantastic, but the range of topics discussed leave you unsure of their focus – or if they have one. You usually don’t return to a business that lacks direction, and neither will your customers.

The simple truth of marketing is that your content must be purposeful, focused, and rooted in your company’s mission. So, you need content pillars.


1. What Are Content Pillars?

Content pillars are essential to your marketing strategy. They answer the question of why people should keep coming back to your content. Content pillars are the strong, authoritative themes that provide a focus for all of your content. What do you know that everyone should come to learn from you?

Your site may contain ‘bedrock’ content, one or more articles that provide a substantial amount of information surrounding your niche. In addition to positioning you as an authority in this industry, this article(s) can form the basis for your other content. Blog posts, podcasts, social media posts, etc., can all share related and relevant content to this original content. Soon you’ll have a web of related and relevant content to the original work.

But if you don’t have bedrock content, no worries, you can still use content pillars.

2. Why Your Marketing Needs Content Pillars

While content pillars are necessary for focused content, they shouldn’t be too specific and narrow. They have to be broad enough to provide lots of ideas and inspiration for the content you are continually creating.

You can use as many content pillars as you need. Just ensure they are true to your brand, so content that branches from them are focused and relevant to your customers and their issues.

Without content pillars, you can find yourself swaying with every trend that blows by you.

3. Content Pillars Make Marketing Easier

Creating or determining your company’s content pillars may be a little work at the outset, but you’ll be so happy you did it in the long run. Having defined categories of topics for discussion in your marketing content will make planning a breeze. You can make sure to create content from each of your pillars (or categories) in turn, and you’ll know if you’re neglecting to market any part of your business.

Your audience will enjoy learning more about topics that apply to them.

4. Where to Find Content Pillars

The concept of content pillars may be new to you. But it’s easy enough to figure out your company’s content pillars.

  • Who is your target audience? Know that in addition to having a general target person, you may have more specific target personas for varying aspects of your business.

  • Keeping in mind your past content, list all the things you discuss.

  • Categorize those items into 3 or 4 (or more) pillars that vibe with your brand and are broad enough to spark many new discussions.

  • Now use these pillars to create new and relevant content. It’s that easy!

Are you looking for help with your marketing strategy? Check us out for your digital marketing needs. Visit Yellow Hat today!


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