The Components of a Content Pillar

Defined audience ?

First and foremost, you need to understand who you?re trying to communicate with before you put pen to paper. This means researching the demographic background of your audience, such as age, race, gender and average income, as well as the various marketing channels they use when making purchase decisions.??

For instance, if your typical clientele are middle-aged fathers, you might want to focus your efforts on LinkedIn and less on Snapchat. For more help defining your firm?s target audience, read our blog on buyer personas.


Core topic?

While you want to be specific, you also want the main theme to be broad enough so it?s easy to break into subtopics. Make it too specific and you can run into a roadblock when coming up with derivative content.

Let?s say you work for a firm that focuses on family law. An idea for your next content pillar could be an eBook on the financial impact of divorce. While deliberate enough to appeal to the right audience, the topic is general enough to give you room to be creative when writing supportive material. This kind of content can come in many forms, including:

  • Video
  • Social media
  • Online advertising (pay-per-click/display ads)
  • Print
  • Blog
  • Video
  • Case study
  • Infographic


Think of subtopics as branches extending from your core theme. They are shorter pieces that typically answer a specific question about your pillar piece. For instance, if you did end up writing that eBook on divorce, your subtopics could look like:

  • An infographic about what happens with credit card debt after a divorce
  • A four-week blog series on divorce trends in America
  • A PDF resource detailing the average timeline of a divorce attached in an email blast?

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