How to Find Your Content Pillars (And Why You Need Them)
One of the most common struggles I hear from clients is: “I want to show up consistently on social media… but I have no idea what to post.”
Sound familiar?
If you’ve just started building your personal brand—or even if you’ve been online for a while but feel stuck - this is where content pillars come in. They’re one of the simplest tools to help you stay focused, consistent, and aligned with your brand.
Let’s break it down.
What Are Content Pillars?
Content pillars are 3–5 core themes or topics that you regularly create content around.
They reflect your brand, your expertise, your story - and most importantly, they make content planning easier and more intentional.
Think of them as the foundations of your content strategy. Everything you post should fall under one of your chosen pillars.
Why You Need Them
Content pillars give your brand structure without boxing you in. Here’s what they help with:
✅ Clarity - You know exactly what you stand for and what your audience can expect.
✅ Consistency - You avoid random posting and stay aligned with your message.
✅ Confidence - You’re never stuck thinking, “What should I post today?”
✅ Connection - Your audience starts to recognise and engage with your themes.
How to Find Your Content Pillars
Here’s a simple way to define your pillars:
What do you want to be known for?
Think about the topics you’re passionate about and the kind of work you want to attract.What services or offers do you have?
Your content should gently guide people toward what you offer, without being salesy.What does your audience want to learn, feel, or be inspired by?
What are they asking? What lights them up?What feels natural and enjoyable to post about?
If you don’t enjoy talking about it, it’ll show. Choose the pillars you love!
Example Pillars
Let’s say you're a brand designer (hello, me 👋), your content pillars might be:
Behind the Scenes – Your process, workspace, or daily creative life.
Design Tips – Helpful info for small businesses or DIY creators.
Portfolio Work – Client transformations, before/afters, brand reveals.
Brand Storytelling – Sharing your journey, beliefs, or what makes you unique.
Creative Life – Personal touches, rural life, things that inspire you.
You could apply this same thinking to a photographer, horse business, café, or local service provider - it works for everyone.
Bringing It All Together
Once you’ve chosen your pillars:
Create a weekly or monthly content plan using them as a guide.
Rotate through them - no need to post everything all the time.
Let them grow with you. Your brand isn’t static, and your content pillars don’t have to be either.
Want a Head Start?
And if you'd rather not do it alone? That’s where I come in. Let’s build your brand together, from the story to the scroll.