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How To Find Your Brand's Content Pillars
Alex Garcia
April 24, 2025
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The hot topic in the content world right now is content pillars. The majority of brands confuse content pillars with content types or formats. So, today I’m clearing the air and breaking it down. If you’re a brand trying to create and find inspiration - this is the one.
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In the past, I talked about your brand’s narrative, the content funnel, and content buckets - now the focus is creating your content pillars.
You want to create content pillars based on the content bucket. And content buckets are based on your customer segments.
These content pillars are the topics, themes, or stories you repeat on a daily, weekly, or monthly basis. And they’re key to any content strategy.
When looking at a content funnel > there is the TOF(top of funnel), MOF(middle of funnel), and BOF(bottom of funnel) content - each part of the funnel needs to have its own pillars.
Let’s look at examples from myself, Colin, and Oren…
Alex Content Pillar = Good Content vs. Bad Content
Colin Content Pillar = Factory Breakdowns
Oren Content Pillar = Product vs.Brand
When I was at the Kollective, one of our content pillars was a social show we created called Cold Hard Truth.
For RAW nutrition, one of their content pillars is a customer transformation series where they’re bringing in a customer and transforming their life/body over the next 12 weeks.
Some more examples of Content Pillars…
Poor Boy Coffee
Pillar #1: Brand Vlog
Pillar #2: The Numbers
Buildspace
Pillar #1: Customer Stories
Pillar #2: Startup Inspo
Mile Off Running
Pillar #1: Business Updates
Pillar 2: Build With Me Vlogs
About Blank
Pillar #1: Campaign One Shots
Pillar #2: Campaign BTS
Content pillars are an essential part of your strategy. Sometimes you can turn a content pillar into a social series like Bad Hambres “I left my 9-5 to build a bean and cheese burrito company” series.
Or you can use a content pillar as a central theme for all the videos you execute underneath that content pillar.
Like I mentioned above, Mile Off Running’s content pillar is business updates. It’s not a series but each piece of content that falls underneath this content pillar, follows the same central theme.
So, based on your goals, launch roadmap, event calendar, etc you should establish 2-5 content pillars that you can continuously rotate and scale.
Again, think of this at the themes, topics, stories you’re consistently creating around.
Btw this is a glimpse of the full free brand course I put together for Cut30 - if you want it then you can get it for free here.
If you have questions about this just reply to this email and I’ll shoot you back any and all help.
Appreciate you reading,
Alex G