Content Pillars: What They Are and Why They Matter

By Waqas Asmat, Content Writer at Hayzel Technologies

Content pillars is a powerful tool for content writing. If you content is not well directed then you will not be able to make it in the challenging world of digital marketing. In order to stay relevant and up to date with the changing trends you need a tool such as content pillar to create meaningful content every time you post.

Content Pillars Define the Themes

They are the themes that your brand constantly creates and your content is also related to these themes. They are the foundations for your content and strategy. You need to produce all of your content under these themes so that your content remains relevant and meaningful. It helps in keeping your message focused and cater to the needs of your audience. Let’s say if you are a real estate agent then your content pillars might include the following terms:

Payment Plan

Prime location

Furnished apartments

Luxury housing

Commercial units

These themes are reflecting the kind of business you are dealing in and give a message to your audience that creates a meaning in their minds. These content pillars are helpful in progressing your business goals.

Why are Content Pillars Important

1. Content pillars help in keeping the content strategy consistent and creating a random posting trend which may be detrimental to your brand identity. They help in focusing the attention to where it truly matters and keeping consistency across all platforms of communication.

2. They allow you to plan content easily and in a seamless fashion. For example, you can easily create a calendar of posts such as blogs, emails, videos etc when you know what sort of content pillars to use. They will work as beacons for you to carve out your content plan for the whole month.

3. Content pillars are tailored around popular topics which are of great interest to the audience. That is why when your content brings these topics under light then people start engaging since they care about these issues. This aspect not only helps in increasing engagement but also builds trust with the audience at large.

4. Pillars allow you to consistently publish high quality relevant content which increases your authority and improves SEO. You will be covering relevant topics and will position your identity in a way aligned with the business goals.

5. This strategy will enable you to tell a story consistent with your brand identity and will combine the efforts being done on multiple platforms.

Create your Content Pillars

You can create your content pillars by following the following steps, creating your content pillars is not a complicated process necessarily:

1. You must know before, who you are speaking to and what are their concerns, interests and needs. In order to achieve that you can incorporate the use of analytic tools and also keep up constant feedback from your clients, you may also dig deeper by doing surveys to understand the behaviour of your audience.

2. Your content should be able to clarify your mission and skills for which you should be known. It needs to include the products or services that you offer and should be reflected within the content within the values and goals of the company.

3. Review your existing literature and content themes, which come up in discussions frequently. They can be put into bigger categories accordingly.

4. You must define 3 to 5 core pillars for your content which will remain essential components of your content. These content pillars should be broad enough to show the versatility and also descriptive enough to be structured.

5. Testing is a very important process of the content pillar creation as you need to monitor and further improve them bringing refined quality. This has to be based on what resonates with the audience.

Conclusion

It is quite obvious now that content pillars are not only a buzzword in the world of marketing but are an essential tool in the ever changing and demanding domain. Content pillars are eventually a strategic framework that bring meaning, direction and clarity to your content. It is something that needs to be adapted at every level, in order to drive results and. If you have created clear content pillars then you will not be lost or confused since you will be able to go back to the foundations of your story telling whenever it is required to be revisited.