What to Know About Content Pillars (and How to Work Yours Out)
Ever sit down to write a caption and feel like you have nothing to say? You’re not alone. Most small business owners struggle to stay consistent on social because they’re creating content without a clear foundation. That’s where content pillars come in.
So, what are content pillars?
Content pillars are 3–5 core themes that guide everything you post. They’re the topics you want to be known for — the things your dream clients care about, learn from, and connect with. They help you show up with purpose instead of randomly posting because “you probably should.”
Think of them like your brand’s go-to talking points. Not just what you sell, but what you stand for.
Why content pillars matter
• They make showing up easier. You always know what you’re talking about.
• They help build trust. People know what to expect from your brand.
• They create consistency. Which leads to recognition, loyalty, and growth.
• They keep your strategy focused. Less overwhelm, more direction.
How to work out your own pillars
Let’s keep this simple. Here’s a quick way to figure out yours:
1. What do you want to be known for?
Think: services, skills, topics you could talk about forever.
2. What does your audience need help with?
This is where your experience meets their struggle.
3. What feels natural for you to share?
You don’t have to dance on Reels or overshare — find what fits you.
Here’s an example setup for a social media agency (sound familiar? 😉):
• Content Strategy
• Behind the Brand
• Tips for Founders
• Creative Process
• Client Wins / Results
You can adjust your pillars over time — this isn’t set in stone. But having 3–5 main themes gives your content structure, focus, and clarity. And honestly? That structure makes everything feel a whole lot lighter.
Your content pillars are there to support you, not box you in. When you know what you’re here to say, it’s so much easier to show up and be seen.
Need help figuring out your own pillars?
Book a 1:1 strategy session with us — we’ll map them out together and turn your ideas into a content plan that actually works.
