What Are Content Pillars?

Standing out in the world of blogging and social media can feel like a monumental undertaking, especially when it comes to the meat and potatoes of content creation. Enter content pillars, a strategy with the potential to transform the way you approach content. 

Keep reading to learn what content pillars are and why they’re key to differentiating your brand in a sea of 600 million blogs and 4.8 billion social media users. 

Using Content Pillars to Showcase Your Best

Ever heard of information overload? If so, you probably understand the importance of providing relevant, easy-to-understand content. You don’t want to overwhelm your audience with too much information.

Instead, focus your content on the unique value you offer. Whether that be the future of artificial intelligence, holistic health practices, or sustainable travel, aim to develop a consistent content strategy that amplifies your brand’s areas of expertise.

These key themes and topics are known as content pillars. By making a certain topic “your thing,” you can deliver blogs and social posts that people actually care about. 

The Types of Content Pillars

There are a few types of content pillars to be aware of.

• Thought Leadership Pillars: These establish your brand’s authority and expertise on industry-specific topics. Their purpose is to influence and inspire your audience, setting your brand apart as a leader in your field. 
• Educational Pillars: Educational pillars are designed to teach your audience about specific topics, processes, or skills. They should address common questions and pain points. 
• Evergreen Pillars: These pillars center on timeless content that remains relevant and useful over time. Unlike dynamic content, you can expect evergreen pillars to drive engagement long after publication. 
• Product or Service Pillars: Product/service pillars are a great way to market digital products. They provide detailed information on your offerings and demonstrate their value in the market. 

Incorporating a mix of pillar types can help boost engagement and showcase your expertise in different areas.

Tips for Using Content Pillars Effectively

Content pillars are most effective when utilized as part of a wider content strategy. To get the most out of your content, be sure to do the following:

• Blog: Blogging allows you to explore and expand the themes within your content pillars. Companies with blogs get about 67% more monthly leads than those without highlighting the importance of creating digestible content. 
• Create a Content Calendar: Plan your social media posts and blogs around your pillars using a content calendar. This helps you stay consistent and ensures that your posts are balanced and varied. 
• Audit Your Content: Content pillars may be static, but that doesn’t mean your underlying content framework should be. By regularly auditing your site content, you can identify gaps in your content strategy and weed out whatever is underperforming.
• Refresh Old Content: Updating old content to reflect new trends and information allows all content to contribute to the strength and authority of your pillars.

Your pillars should not exist in isolation. With these tactics, you can ensure your content pillars are part of a holistic SEO strategy that gets results. 

How Can Content Pillars Benefit Your Business?

Understanding what content pillars are is only half the battle—learning to incorporate them effectively is what truly matters. 

BKA Content SEO experts can support your pillars through quality blogging. Learn more about how our SEO-driven blog services can aid in your content development strategy.