Why you need to set up content pillars
SHAKING THE TREE #92
I get it.
The pressure to churn out content is real.
But in the mad dash to publish something—anything—it’s easy to create content without a clear strategy.
Here’s why that’s a mistake.
When I started blogging in 2010, I winged it.
I had no plan, no niche, and no idea of what I was doing.
I shifted from topic to topic.
I wrote stuff at the last minute.
I confused my audience.
My brand message—what there was of it—was a muddled joke.
And after 43 frustrating, horrible, soul-sapping weeks, I gave up.
My haphazard approach killed my progress and dented my enthusiasm.
And all because I was too full of myself to set up content pillars—which I had no idea existed. That’s how clueless I was.
Now I know better.
Here’s the basic message of this article:
Content pillars support EVERYTHING you create!
A content pillar is a central theme or topic that your brand consistently explores in its content creation.
If you think of your brand as the foundation that underpins everything you do and your niche as a building, your content pillars are the load bearing supports that connect the areas you’re writing about.
Your content pillars hold up the roof and connect the walls of everything you create.
How many do you need?
Ideally, 3-5 content pillars because that number allows you to create focused content that caters to your target audience's interests while still offering you enough variety to keep them engaged.
Back in 2010 I had no content pillars and instead, I wrote about all sorts of shit, including:
Advertising.
Marketing,
Social media,
Copywriting.
Stuff and things,
This and that.
Films and music.
Family events.
No wonder I failed.
Now, my content pillars are:
Branding.
Content creation.
Social media.
Mindset.
So now my content creation rule is simple: if it’s not connected to any of the four areas above, I don’t create content about it. At least, not on Substack or Linkedin.
If you have fewer than 3 content pillars … your content might be too thin; it might not cover your reader’s interests in enough depth or with enough frequency, which can limit your potential reach and SEO performance.
If you have more than 5 content pillars … your content might be too thick; you risk overwhelming your ability to create content while also watering down your brand message because you’re not offering enough depth.
3-5 content pillars is your content sweet spot: not too much, not too little, just right.
If you offer a wide range of products or services, you might need more pillars to adequately cover all the relevant topics. But again, no more than five content pillars.
A broader target audience with diverse interests might necessitate more pillars to cater to their specific needs. But again, no more than five content pillars.
Consider your capacity to create high-quality content consistently. Having too many pillars can stretch resources thin. So again, limit things to five content pillars.
Ultimately, 3 to 5 content pillars gives you enough flexibility to create a strategic and sustainable content creation plan while giving you the flexibility to focus on producing quality over quantity.
Choose your pillars based on the things you have an in-depth interest in or knowledge of, and based on the questions that are most likely to resonate with your audience and support your overall business goals.
The most important point about your content is creating for a specific audience.
Without content pillars, all you’re doing is producing a ragtag mishmash of disconnected crap.
You’ll confuse your readers as they attempt to navigate a sea of disjointed topics, unable to find the information they truly need.
If you don’t know what you’re writing about, how can you expect your readers to follow you?
Your content pillars are the compass points you’ll navigate with, each one guiding your readers to the material that’s most relevant to their interests.
Without a core set of themes, your brand message becomes diluted.
In one article you're talking about finance, in a video you're delving into travel tips.
This kind of inconsistency will have you running in too many directions and wind up confusing your audience.
Content pillars create a solid set of themes for your to create in as well as giving you a cohesive voice and narrative for your brand. All of which ensures your message resonates clearly and consistently.
With a decent set of content pillars you become a magician, pulling any number of relevant rabbits out of your content hat.
Without content pillars, your website lacks topical authority.
That’s not good.
Because search engines favor websites with well-structured content, content pillars establish topical relevance and improve your website's ranking for relevant keywords.
Brainstorming content ideas without a framework is a frustrating process.
I learned this the hard way and it cost me dearly.
Content pillars eliminate creative dead ends—giving you an almost limitless number of ideas and setting a clear direction—all while making your content creation process more efficient and ensuring you consistently develop content that attracts readers.
Without a set of areas to focus their attention on your audience’s attention wanders. When people don't know what to expect from you, they’re less likely to pay attention.
Content pillars keep your audience interested in your core themes, fostering deeper engagement and loyalty, and building long term trust and belief in you as the go to expert.
Content pillars are more than just convenient categories; they're the foundation for a thriving content strategy.
They provide direction, ensure clarity, attract your ideal audience, and ultimately, help you achieve your business goals.
Sure, you can create content without them. But it will cost you.
Creating content without a decent foundation is asking for trouble. It's like building a house on sand: it might look good initially, but it won't last.
Take the time to establish your content pillars today. It's an investment that will pay off in brand consistency, audience engagement, and long-term success.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … How to find ideas to write about