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Without this, your content is unlikely to flourish 👇

You could know how to write the perfect hook, use white space, and end with a question, and your content could still suck if it…

DOESN’T RESONATE.

What makes content resonate with your audience? Sure, the writing and delivery of it are important. But there’s something more vital:

WHAT you are writing (posting) about.

The content or meat of your post matters more than how you write your post.

It’s 100x easier to teach someone with solid content to write well vs. help someone who can write well develop content that resonates.

But… I have found a simple mental model that helps people improve their content while building an audience around specific topics.

That model is Content Pillars.

Content Pillars: What they are and what they’re NOT

What is a Content Pillar?

<aside> 🗼 Content pillars are 3 to 5 core topics or themes that a brand consistently explores and communicates through its content across different platforms. These pillars reflect the brand's mission, values, and the interests of its target audience, aiding in establishing a niche, building authority, and engaging the audience more effectively.

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Imagine a brand with top talent and a huge budget that creates content without Content Pillars. They will likely create kick-ass content, but the momentum won’t be there. Why?

If I enjoyed an amazing video on cow poop’s benefits because I care about agriculture, I doubt I’ll like their new video on Travis Kelce and Taylor Swift’s romance (🤢).

When you don’t have Content Pillars, it’s hard to build an audience around your content. Your content will be sporadic and likely not “on-brand.”

It will also be challenging to continue getting buy-in on new marketing investments if there is no traction to be shared. You may have many impressions or other vanity metrics but lack a community that carries the exponential potential to drive marketing results.

Without community, you are forced to depend on paid ads to get conversions. This results in higher costs per customer and lower future optionality (meeting pipeline demands forces you to use ads, resulting in less money to build community).

“We need to stop interrupting what people are interested in and be what people are interested in.” – Craig Davis (former chief creative officer at J Walter Thompson)