How Content Pillars can Fix your “I don’t know what to post” Challenge
No more going blank or talking off topic..
Prefer to listen? Just press play
There are different reasons you might struggle to know what to post. One of them is the absence of content pillars.
Maybe today you have an idea, but by the next posting day, you’re racking your brain. In the end, you might write off-topic or skip the schedule.
A key solution to this is using content pillars (which are part of a content strategy).
What are Content Pillars?
Content pillars are the themes or main topics you want to create content around (whether for yourself or your business).
Let’s say you’re a SaaS writer and you have a furniture brand.
As a SaaS writer, your content pillars can be:
Advice/tips for job-seeking SaaSwriters
Case studies/client wins
SaaS industry insights
Your furniture brand’s content pillars could be:
Interior decoration/styling tips
Education and buyer tips
Product highlights
As a writer, I have redefined my content pillars (from writing only) as:
Writing/editing
Content marketing
Content management
Also, for a personal brand (Oladimeji Isaac Akintunde) I manage, the content revolves around:
Finance
Business
Investment
These pillars guided me in selecting the topics of discussion and designing our content calendars.
A Quick Formula for Deciding Your Content Pillars
What are your areas of expertise (What do you know and can talk about with ease and authority?)
What does your audience care about?
What do you want to be known for?
What do you want your content to achieve?
Then, pick 3-5 topics in those areas. You can always evolve from them as you grow. Remember, I said I readjusted my content pillars. I used to focus on writing only but I’m now diversifying with content management and marketing.
Why Do Content Pillars Matter?
1. Clarity
Content pillars help you define what your brand is about - no confusion at all. You’ll know what to work on and your audience knows what to expect from you. No surprises, no veering off.
2. Consistency Without Burnout
Once you know your themes, it’s easy to research topics in those directions and create content. For instance, when designing the calendar for @Oladimeji Isaac Akintunde, it wasn’t difficult generating topics because I had a focus. The same goes for my personal and writing brand.
3. Authority and Trust
Sticking to your content pillars establishes you as an expert. If you're always offering value around a few key topics, your audience begins to see you as a go-to voice in those areas. That means more trust which can lead to more conversions.
4. Improved SEO (Search Engine Optimization) and Discoverability
When you repeatedly create content around specific topics, you're more likely to be found by people searching for those terms.
Content pillars are your guideposts and they help you create different content types with purpose.
Do you need help deciding your content pillars and creating a matching content calendar?
Comment, ‘PILLAR’ for a clarity session.
I’m Oluwatosin Ajayi, a content writer passionate about creativity and innovation. I spend most of my time strategizing and thinking of valuable solutions for fellow writers and business owners. Send a message if you need assistance creating workable strategies to elevate your writing career or business.