Content pillars are a set of themes or topics that a brand consistently discusses, amplifies, and creates content for on social media. They are like the big themes or categories that a brand focuses on when creating content, giving a roadmap to follow and ensuring that the content is always on-brand and consistent. Content pillars are important for social media success as they help to simplify the process of creating valuable content that supports social media goals, bring a sense of organization to a brands social media content approach, and make it easier to plan a content calendar.

To identify and define content pillars, a brand needs to first identify what they could be and then narrow them down. The content pillars chosen should encompass and be consistent with the brands purpose, values, tone of voice, positioning, and general aesthetic look and feel on social media. Brands should aim for 3-5 pillars to guide their content creation.

Examples of content pillars include self-care and well-being advice, company updates, customer testimonials, blog promotion, relatable industry humor, luxury hotel guides, traveling how-tos, packing hacks, and product tutorials. Content pillars can be used to create a comprehensive, authoritative exploration of a topic or theme where a reader can get everything they need in one place, known as a content pillar page.

Content pillars are crucial for SEO, building brand awareness, increasing engagement, and driving conversions. By creating high-quality, informative, and engaging content around content pillars, brands can attract more followers, increase their reach and influence, and ultimately drive more traffic and leads to their website.