What are content pillars?

Content pillars are the main topics or themes that guide what a brand talks about across its marketing channels. They represent the core ideas your business wants to be known for and the areas where you can consistently offer value to your audience. Whether you're creating blog posts, videos, emails, or social media content, content pillars help keep your messaging focused, strategic, and aligned with your brand.

Social Media Content Pillars

On social media, content pillars are typically the 3–5 key themes that your posts consistently revolve around. Think of them as big content categories or “buckets” that every piece of content falls into. These pillars reflect both what your brand stands for and what your audience cares about.

How Content Pillars Work:

For example, a fitness brand might have these content pillars:

Workout Tutorials (showing exercises and proper form)
Nutrition Tips (healthy recipes and eating advice)
Customer Transformations (before and after stories)
Motivational Content (quotes and mindset tips)
Product Highlights (featuring their equipment or apparel)

With these pillars established, they know that roughly 20% of their content should fall into each category, creating a balanced feed that serves different audience needs while staying on-brand.

Using content pillars helps prevent random, disconnected posting and creates a cohesive profile that clearly communicates what your brand is about.