How to Create Content Pillars

What are Content Pillars?

Content Pillars are a clean way of organizing your brand’s content topics. Every business, large or small has a range of things that they can talk about with their audience.

Think about content pillars like this:

• Think of your business as a building.
• Then consider the four pillars on the outside as your content pillars holding up the building.
• All the walls and connecting structure inside the building all connects to the pillars and these are your surrounding topics. Make sense?

How Many Content Pillars Should I Have?

Typically, business owners should have between 3-5 content pillars that are relevant to their business. You can go up to five, but after that, your topics become more scattered, so keep it simple and trust me, you will have plenty to talk about!

For Reinvent Your Hustle, I help female impact-driven entrepreneurs gain clarity and confidence through strategic planning & organic marketing so they can grow their brands.

My main content pillars are:

Emotional Messaging & Magnetic Client Positioning 

Premium High - Ticket Offer Suites 

Building a Personal Brand 

Helping Women Stand in the Power & Build Visibility

Meditation & Intuitive Mastery to Call in More Alignment & Opportunities

To create your content pillars, you need to first be clear on a couple of things:

1. Your Niche
2. Target Customer Needs & Pain Points 
3. What Lights you up 
4. Your Product Suite & How that Correlates to the Topics you Talk About

If you know exactly what it is your business wants to accomplish then it will help you become more clear on what you want to share.

Once you’re clear on these 4 things you should be able to more easily define your content pillars.

For example, let’s say you’re a health coach:

• Health Coach Business Goal: Giving people with diabetes the tools they need to feel supported and in control

Or, Let’s say you’re an Interior Designer.

• Virtual Interior Design Business Goal: Helping women create beautiful spaces that helps them feel comfortable and thrive in their home.
• Content Pillars: Creating beautiful spaces, DIY, Home Décor, Industrial styling, Kitchen Remodels

So, finally if you’re a newborn and maternity photographer.

• Photography Business Goal: Helping new moms, specializing in maternity and newborn photography! I educate photographers internationally online and conduct workshops around the world.
• Content Pillars: Maternity photography, Newborn Photography & Online Education

Get Clear on Your Purpose

You need to know the basics of your business model to create your pillars and what makes your pillars work even harder for you is knowing your Marketing Goals.

Defining your marketing goals will give your content a purpose. When you have a plan that is measurable, it makes it a lot easier to track your performance. Your marketing goals should correlate to your overarching goals for the year.

Some examples could be to increase SEO for your website. This may mean that you need to create consistent, keyword rich content.

Or maybe you are looking to build greater brand awareness. That may mean you need to create content that educates and informs your expertise, providing value to your customer.

Your marketing goals are there to align your purpose to your content and your content pillars are intended for you to niche into your specialty.

What to Focus on?

From here it is up to you to solve your customers internal and external struggles through your content distribution. Think about your ideal customers inner dialogue, what are their inner thoughts?

External Struggles

By targeting their external struggles, you are solving their more physical, tangible problems.

Internal Struggles

Whereby targeting your customers internal struggles, those problems that are deeper, fear-based, emotional struggles, build a compelling need to work with you and pull at your potential clients’ heartstrings.

Knowing your target customers’ problems and how to solve them should be at the root of your offerings and should definitely be part of your content pillars and brand message.

Of course, once you know their internal and external problems you can frame your conversation in a way that best suits your brand voice.

 

Final Thoughts

Make sure that as you are creating your content pillars and your content strategy that you are crystal clear on your target audience so that you can target them on the right channels where they will be searching to solve their problems.

Feel like you're throwing spaghetti at the wall every time you hone in on your offers and messaging? 

Are you over the rework and just want a thought partner to fast track your growth, leads and revenue? Click here to book in a Expansion call! I'd love to learn more about you and how I can support this next level of growth you wanna call in.