Content Pillars: What They Are and How to Choose Yours

Introduction  

If you’ve ever stared at your phone wondering “What the heck do I post this week?” —  content pillars are the solution.  

A strong set of content pillars helps you:  

• Stay consistent  

• Build authority  

• Attract ideal clients without sounding repetitive  

In this guide, we’ll walk you through what content pillars are, why they matter, and  exactly how to choose and use yours to grow on Instagram, TikTok, and Threads.  

What Are Content Pillars?  

Content pillars are 3–5 core themes your brand consistently posts about.  Each pillar represents a strategic category that aligns with:  

• What your audience cares about  

• What your brand is an expert in  

• What helps you drive engagement or conversion  

Think of them as the “chapters” of your social media story. 

Why Are Content Pillars Important?  

Without them, you’re creating in chaos.  

✅ They give you clarity 

✅ They speed up content creation  

✅ They keep your brand message consistent  

✅ They improve your engagement and SEO  

✅ They make batching and repurposing 10x easier  

Simulated stat: “Brands using pillar-based strategies post 2x more consistently and  grow 37% faster on Instagram.”  

Step-by-Step: How to Choose Your Content Pillars  

✅ Step 1: Define Your Brand’s Core Purpose  

Ask yourself:  

• What do I want to be known for?  

• What transformation do I help people achieve?  

• What topics light me up?  

This becomes your brand anchor. 

Example: A fitness coach might say,  

“I help busy moms build sustainable strength at home.”  

✅ Step 2: List the Top 10 Questions Your Ideal Client Asks  Go through DMs, emails, comments, or use AI tools like AnswerThePublic. 

This reveals what your audience wants to hear—not just what you want to say.  

✅ Step 3: Group Answers Into Categories  

Take your list of questions and look for themes.  

Example:  

• “What exercises can I do with no equipment?”  

• “How do I stay consistent?”  

• “What should I eat to lose fat?”  

These group into:  

1. At-home workouts  

2. Mindset and habits  

3. Simple nutrition  

Boom. Pillars.  

✅ Step 4: Validate Your Pillars  

Each pillar should:  

• Align with your offers  

• Be broad enough to post weekly  

• Be specific enough to attract the right people  

Use Instagram Insights or Threads replies to test what performs. 

✅ Step 5: Choose 3–5 Final Pillars  Keep it simple.  

�� 3–4 is perfect for beginners  �� 5 max for those posting daily  

Content Pillar Examples by Niche  

�� Personal Branding Coach  1. Visibility tips  

2. Storytelling strategies  

3. Behind-the-scenes  

4. Client wins  

5. Brand design and voice  

�� Wellness Entrepreneur  1. Morning rituals  

2. Nervous system education  3. Food/movement  

4. Boundaries & burnout 

5. Lifestyle design  

�� Service-Based Business  

1. Educational content  

2. Client transformations  

3. Process walkthroughs  

4. Objection handling  

5. Lifestyle/values  

How to Use Your Content Pillars Weekly  

Use the 3x3 Method:  

• Choose 3 posts per week  

• Each one from a different pillar  

• Rotate formats: Reels, carousels, Stories  

Mistakes to Avoid  

�� Don’t choose trending topics you can’t speak on  �� Don’t try to fit 10+ categories  

�� Don’t change them weekly—stick with it for 30 days and evaluate  Tools to Stay Organized 

• Notion: Visual content matrix by pillar  

• ClickUp: Task templates per content type  

• Canva: Custom templates per pillar  

Conclusion  

Your content pillars are the foundation of a sustainable content plan. They help you post  with purpose, attract the right people, and build a brand that actually connects.  

Start with three. Get consistent. Then evolve as you grow.  

✅ Your Next Step  

Follow @carlamariabruno and @ottawareels 

�� contact@carlamariabruno.com for more information