As a small business owner, you know content marketing is important. But actually doing it? That’s another story.

Because finding the time to create content can be really bl**dy tough when you’re already wearing a dozen hats on the daily.

But there’s a gamechanger that makes content creation SO much easier. I know because I use it myself, and I’ve helped so many of my clients to approach their content marketing this way. And it starts with having a clear structure for what you need to talk about.

In other words, establishing your content pillars.

What are content pillars and why are they important?

Content pillars are the big topics or business themes you want to be known for. They’re the backbone of your marketing, helping to keep your content organised, your messaging clear, and your life a whole lot easier.

Having these pillars makes content creation so much simpler. You’ll always know what to talk about, which means less time stressing over what to share or scrambling for ideas, and more time actually running your business.

When you consistently focus on these key areas, you build trust. People start to associate you with those topics, which makes it easier for them to remember you, trust you, and refer you to others.

So what does this look like? Here’s a couple of examples…

A nutritionist might want to become known for…

CONTENT PILLAR ONE
Nutrition for hormonal balance and menopause support
How food can support women through perimenopause and menopause, including managing symptoms like energy dips, weight changes, and mood shifts with the right nutrition.

CONTENT PILLAR TWO
The science behind nutrition
Breaking down research-backed insights in a way that’s easy to understand and apply, debunking myths, and explaining the "why" behind nutrition advice.

CONTENT PILLAR THREE
Gut health and digestion
How gut health influences overall well-being, plus actionable tips to improve digestion, support the microbiome, and reduce bloating or discomfort.

A small business accountant might want to become known for…

CONTENT PILLAR ONE
Money management for small businesses
Practical advice on budgeting, cash flow, and financial planning to keep businesses profitable and stress-free.

CONTENT PILLAR TWO
Tax tips and compliance made easy
Breaking down tax essentials, common mistakes, and smart strategies to help small business owners stay compliant without the headache.

CONTENT PILLAR THREE
Profitability and growth strategies
Helping small business owners understand pricing, scaling, and financial decisions that increase profit without unnecessary expenses.

As you can see, having clear content pillars gives you a roadmap for what to talk about, making content creation easier, more strategic, and way less overwhelming. Instead of scrambling for ideas, you’ll know exactly what to focus on to build your reputation, attract the right audience, and become known for your expertise.

What’s not a content pillar?

If you’ve come across content pillars before, you might have expected me to share pillars as being something more generic like: education, entertainment, promotion, inspiration, or engagement.

However, in my humble opinion, these aren’t content pillars, because they don’t give you a clear, strategic foundation for your content.

Instead, they focus on how you present information rather than what you should consistently talk about to showcase your expertise, attract the right audience, and drive meaningful results.

They don’t provide a clear direction for what your brand should consistently talk about.

True content pillars should be built around your expertise and the problems you solve, not just broad content styles.

If your pillars are just content styles, you’ll still struggle with what to actually say. Strong content pillars should help generate specific ideas that align with your business goals.

How to define your content marketing pillars: A simple framework

Ready to nail down your content pillars? Here are some simple, no-nonsense steps to get started.

1. Get clear on your ideal client

Who do you actually want to reach? What problems keep them up at night? What topics do they care about?

Your content pillars should be built around what your ideal client needs, not just what you feel like talking about.

2. Lean into your expertise

What are you really good at? What knowledge can you share that will make a difference to your ideal client?

Ask yourself:

✔ What are your specialities? The areas where you have the most skill, knowledge, or experience?
✔ What can you talk about effortlessly? The topics you could go on about for hours without needing to prep.
✔ What unique perspectives or opinions do you have? Your take on things is what makes your content stand out.
✔ What do you want to be known for? This should align with your services and how you help people.

3. Pick 3 - 5 core topics

Now, connect the dots between your audience’s needs and your expertise. What topics can you consistently create content around? Keep them specific enough to attract your ideal clients but broad enough to give you plenty of content ideas.

For example, if you’re an IT consultant, your pillars might be:

Cybersecurity for small businesses: Keeping small businesses safe from cyber threats.
Tech solutions to improve productivity: Helping businesses work smarter, not harder.
Cloud computing and data management: Making sense of cloud storage, backups, and data security.

4. One final check

Before locking in your pillars, ask yourself:

✔ Do these topics align with my business goals?
✔ Will my audience actually care about them?
✔ Can I create lots of content around them without running out of ideas?

If it’s a yes to all three, congrats, you’ve got your content pillars!

Now, use these content pillars to guide your marketing so you stay focused, consistent, and known for exactly what you want to be known for.

Content pillars explained: Make content creation simple & strategic