Content Pillars: Why Your Brand Needs Them and How to Create Them

If you’ve ever felt overwhelmed trying to figure out what to post on social media, you’re not alone. One of the first things I teach my clients is how to build out their content pillars — and trust me, this one simple strategy can completely transform how you show up online.

As someone who creates social media content for small businesses, I’ve seen over and over how much easier things become when you stop posting randomly and start posting with a purpose. That’s where content pillars come in.

Let’s break it down:

What Are Content Pillars?

Content pillars are the 3–5 key topics that represent what your brand is about. Think of them as the foundation of your content strategy — they guide what you post and help keep your messaging clear, consistent, and aligned with your business goals.

They’re especially helpful if you’re looking to:

• Stay consistent on social media

• Build brand awareness

• Create a social media strategy that actually works

• Save time when planning content

Why Content Pillars Matter

When you don’t have content pillars, every post feels like starting from scratch. But with a clear set of themes to work from, coming up with content becomes so much easier.

Here’s what having defined pillars can do for your brand:

✅ Help you attract the right audience✅ Make content planning faster and less stressful✅ Keep your messaging aligned across platforms✅ Position you as a go-to expert in your field

This is one of the first steps I take when creating a custom content strategy for my clients.

How to Create Content Pillars for Your Brand

Here’s a simple process I use with clients to identify and build their pillars:

1. Start With Your Core Services or Offers

What do you want to be known for? What are you selling or offering right now? Your content should always tie back to your business goals.

Example: If you're a real estate agent, one pillar might be “Home Buying Tips.”

2. Consider Your Ideal Client’s Needs

What questions are they asking? What do they need help with? Your content pillars should speak directly to those pain points or goals.

Example: If you're a coach, one pillar might be “Mindset Shifts for Business Owners.”

3. Add a Personal or Behind-the-Scenes Pillar

People connect with people. Including a more personal pillar (like your journey, values, or everyday moments) helps build trust and relatability.

Example: “Life Behind the Brand” or “Lessons from Entrepreneurship”

4. Test and Tweak

Your content pillars can evolve as your business does. I revisit mine every quarter to make sure they’re still aligned with what I’m offering and what my audience wants.

Examples of Content Pillars for Service-Based Businesses

Here are a few sets of content pillar ideas based on common industries I work with:

Social Media Manager:

• Strategy Tips

• Client Wins

• Content Creation Tools

• Industry Trends

• Behind the Scenes

Real Estate Agent:

• Buying Tips

• Selling Tips

• Local Highlights

• Testimonials

• Personal Life or Community Involvement

Coach or Consultant:

• Expert Advice

• Client Transformations

• Tools & Resources

• Mindset/Motivation

• Your Story

Need help creating your own? I offer 1:1 content strategy sessions where we map these out together.

Let’s Simplify Your Content Planning

If you’re tired of feeling stuck every time you sit down to post, it’s time to get your content pillars in place. I help business owners like you create clear, easy-to-use strategies so you can spend less time guessing and more time growing.

Whether you need done-for-you content creation, a custom monthly content calendar, or a fresh look at your messaging — I’ve got you.

👉 Ready to build your pillars and simplify your content once and for all? Reach out here, or follow me on Instagram for daily tips and content ideas.