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  • Writer's pictureSandra

A Guide to Content Pillars: What They Are and How You Can Use Them

Updated: Aug 24, 2021

If you’ve ever opened Adobe or Canva, ready to get started with your content plan, but found yourself wondering, “What the heck should I create next?" Well, you aren’t alone!

Especially if you set yourself up to create content based solely on whatever creative ideas come to mind when you sit down at your desk. Truth is, creativity isn't something you can depend on ALL the time to get the job done. Even the most creative people on this earth aren't inspired 24/7!

So, instead of waiting for a "eureka" moment when it comes to creating content, here’s a better strategy: create content that revolves around your established content pillars.

But what exactly are content pillars? And how do they work to your advantage?

What are Content Pillars?

Your content pillars are the different buckets or themes around which your content will focus. Content pillars are 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media.

And the reason why you need them? Simple! You need them to be able to create endless content, stay consistent, and avoid creative burnout.

Content pillars will allow you to never run out of ideas and keep those creative juices flowing.

How to Use Your Content Pillars

First, you need to figure out what themes align with your brand, but most importantly, you need to pick content pillars based on what will provide the most value to your audience.

We need our content pillars to be ones that our audience will want MORE of. And that they will engage with; not the type they will scroll past and ignore.

Now, let’s do this together. Let’s say you own a real estate brokerage. Some examples of content pillars could be:

  • Listings and sold homes

  • Industry trends and news

  • Educational posts for buyers and sellers

  • Humor and memes

  • Personal life/achievements

Now let's pick from a single content pillar. In this case, we'll choose "industry trends and news." Here’s a quick list of content ideas we were able to create in less than 5 minutes!

  • Tips for negotiating in a hot real estate market

  • What first-time homebuyers need to be aware of

  • 5 things you should ask a real estate agent before hiring them

  • Which home renovations bring your home’s appraised value UP?

  • Tips for buyers in a seller’s market

  • Tips for sellers in a buyer’s market

  • What you need to know about the MLS

  • Checklist for identifying a good investment property

And the list never ends! Especially with all the industry knowledge available on the internet, in the news, and (of course) your own brain!

Ready to define your own content pillars and create endless content? Go for it!

Have questions? Shoot me an email at!

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