Module 2: Creating a Content Pillars Framework

Okay, let’s talk about content pillars. This is one of those things that sounds complicated but is actually going to make your life so much easier.

Content pillars are basically the 3-5 main themes or topics you consistently create content about. Think of them as the core subjects your brand talks about. Everything you post should fit into one of these pillars.

Why Content Pillars Matter

Without content pillars, you’re just randomly posting whatever comes to mind. One day you post a product photo. Three days later you post about your weekend. Then you share a meme. Then a sale announcement. There’s no cohesion.

With content pillars, you have clarity. You know exactly what to post about. Your audience knows what to expect from you. And everything you share reinforces your brand identity.

Plus, content pillars make content creation faster. Instead of staring at a blank screen thinking “What should I post today?” you think “Which pillar should I create content for?” That’s so much easier.

How to Identify Your Content Pillars

Your content pillars should come from three things:

1. What your audience cares about (based on your target customer from Program 1)
2. What your brand stands for (your values, your story, your expertise)
3. What supports your business goals (ultimately, selling your designs)

Let’s work through some examples to see how this actually works.

Example 1: Sustainable Fashion Brand

Let’s say you design sustainable clothing for conscious consumers. Your content pillars might be:

Pillar 1: Sustainable Fashion Education
Content about fabric choices, ethical production, the impact of fast fashion, how to build a sustainable wardrobe

Pillar 2: Our Design Process
Behind-the-scenes content showing how you source materials, design pieces, produce ethically

Pillar 3: Styling & Versatility
How to style your pieces multiple ways, building capsule wardrobes, creating looks that last

Pillar 4: Our Community
Customer features, your story, brand values, the people behind the brand

See how each pillar serves a purpose? Education builds authority. Process builds trust. Styling helps people see themselves in your clothes. Community builds connection.

Example 2: Statement Jewelry Designer

Or maybe you create bold, artistic jewelry. Your pillars might be:

Pillar 1: The Art Behind the Jewelry
Your creative inspiration, design process, the artistry of each piece

Pillar 2: How to Wear Bold Jewelry
Styling tips, pairing statement pieces, building confidence wearing bold designs

Pillar 3: Craftsmanship & Quality
Close-ups of details, your techniques, materials you use, the making process

Pillar 4: The Bold Women Who Wear Us
Customer spotlights, celebrating women who aren’t afraid to stand out

Again, notice how these pillars work together to build a complete brand story?

Example 3: Workwear Designer

If you design professional clothing for career women, your pillars might be:

Pillar 1: Workwear Styling Tips
Outfit formulas, what to wear to different professional settings, building a work wardrobe

Pillar 2: Quality & Fit
Why quality matters, understanding fit, fabric choices for workwear

Pillar 3: Career & Confidence
Content about professional development, confidence at work, women supporting women

Pillar 4: Our Collections
Product features, new arrivals, behind-the-scenes of creating workwear

This brand is about more than just clothes – it’s about supporting professional women. The pillars reflect that.

Finding Your 3-5 Pillars

Now it’s your turn. Here’s how to identify your pillars:

Step 1: Think about what your target customer wants to learn or see. What are their interests? What problems do they have that you can help solve?

Step 2: Think about what makes your brand unique. What’s your story? What do you stand for? What expertise do you have?

Step 3: List out 5-7 broad topics you could consistently create content about.

Step 4: Narrow it down to 3-5 pillars. Each pillar should be broad enough to generate lots of content but specific enough to be meaningful.

Testing Your Pillars

Good content pillars should:

Be broad enough to create endless content: If you can only think of 3 posts for a pillar, it’s too narrow.

Align with your brand values: Every pillar should feel authentically you.

Resonate with your target customer: Your audience should care about these topics.

Support your business goals: At least one pillar should directly showcase your products.

Feel balanced: You shouldn’t have one pillar that feels awkward or forced.

Organizing Content Within Pillars

Once you have your pillars, you can break each one down into specific content ideas.

Let’s say one of your pillars is “Sustainable Fashion Education.” Under that pillar, you might create content about:

  • The environmental impact of different fabrics
  • How to identify quality clothing that lasts
  • Understanding fashion certifications
  • The true cost of fast fashion
  • How to care for clothes to make them last longer
  • Sustainable alternatives to common fabrics
  • Questions to ask brands about their practices

    • See how one pillar can generate dozens of content ideas?

    The Content Pillar Rotation

    Here’s a simple way to use your pillars: rotate through them.

    If you have 4 content pillars and post 4 times a week, you could post one piece of content from each pillar every week. This ensures you’re covering all your bases and not over-focusing on one topic.

    For example, your week might look like:

  • Monday: Pillar 1 (Product styling)
  • Wednesday: Pillar 2 (Behind-the-scenes)
  • Friday: Pillar 3 (Educational content)
  • Sunday: Pillar 4 (Community/customer feature)

    • You don’t have to be rigid about this, but it gives you a framework to work from.

    Content Pillars Across Different Platforms

    Your content pillars stay the same across all platforms, but how you present them changes.

    Let’s say you have a pillar about “Design Process.” On different platforms, this might look like:

    Instagram Feed: Beautiful photos of your workspace with a caption about your creative process

    Instagram Stories: Quick behind-the-scenes video of you sketching a new design

    TikTok: A 30-second video showing the full journey from sketch to finished piece

    Pinterest: A styled pin showing your mood board for a collection with text overlay about your inspiration

    Email: A longer-form story about the inspiration behind your latest collection

    Same pillar, different executions. This makes content creation more efficient because you’re not coming up with completely different topics for each platform.

    When to Adjust Your Pillars

    Your content pillars aren’t set in stone forever. You might need to adjust them when:

    Your brand evolves: If you start focusing on a new product category or value, your pillars should reflect that.

    Your audience isn’t engaging: If one pillar consistently gets low engagement, it might not resonate. Replace it with something your audience cares more about.

    You’re bored or struggling: If you dread creating content for a particular pillar, it might not be authentic to you. Find a pillar you actually enjoy.

    Your business goals change: If you’re shifting focus from awareness to sales, your pillars might need to adjust to include more product-focused content.

    I’d recommend sticking with your initial pillars for at least 3 months before making changes. Give yourself time to see what works.

    Content Pillars vs. Content Categories

    Quick clarification: content pillars are about topics/themes. Content categories (from Module 1) are about formats/types.

    Your pillars are WHAT you talk about.
    Your categories are HOW you present it.

    So you might have a pillar called “Sustainable Fashion,” and within that pillar, you create:

  • Educational content (explaining fabric choices)
  • Behind-the-scenes content (showing your production process)
  • Product content (showcasing your sustainable pieces)
  • Storytelling content (sharing why sustainability matters to you)

    • Pillars and categories work together to create diverse, cohesive content.

    Real Example: Building Pillars from Scratch

    Let me walk you through a real example. Meet Jordan, who designs minimalist everyday bags.

    Her target customer: Professional women 28-40 who value quality over quantity, appreciate minimalist design, and want versatile pieces.

    Her brand values: Timeless design, quality craftsmanship, intentional consumption.

    Her initial pillar ideas:
    1. Our bags and features
    2. Minimalist lifestyle
    3. Quality and craftsmanship
    4. How to style our bags
    5. Behind-the-scenes of the design process
    6. Sustainable practices
    7. Customer stories

    That’s too many! So she narrowed it down to her strongest four:

    Final Pillars:
    1. Intentional Design (the thought process behind each bag, why minimalism matters, design features)
    2. Quality & Craftsmanship (materials, construction, why quality matters, caring for leather)
    3. Versatile Styling (how to use one bag for multiple occasions, outfit pairing, practical tips)
    4. Our Community (customer features, behind-the-scenes, brand story)

    These pillars give her a clear framework. Every post fits into one of these themes, which means her content feels cohesive and purposeful.

    Your Action Step

    Take some time right now to draft your content pillars. Write down:

  • 3-5 pillar names
  • A brief description of each one
  • 5-10 specific content ideas for each pillar

Don’t overthink it. You can refine these as you go. The important thing is to have a framework to work from.

Once you have your content pillars, everything else becomes easier. In the next module, we’ll use these pillars to build your actual content calendar.

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