Why Your Content Strategy Needs Content Pillars in 2026

Ever get stuck on what to post next? 

Me not so much, but quite a few of my clients have been there. (It's one of the reasons I'm hired.) 

How does one move past content fatigue? The number one way is to go back to your content strategy, and your content pillars.

Yep. Content pillars fix 'being stuck on what to post'. They give you a steady content plan you can repeat. And repeat. And repeat again.

What are content pillars?

They are the main themes you post about. Some people call content pillars content buckets. Whatever you call them, these are the main 'themes' you return to over and over, for content inspiration. Each one of these pillars should tie to your business goals and your audience.

Examples of content buckets:

• Education: how-tos, checklists, quick tips

• Community: client stories, behind the scenes

• Authority: trends, myths, data with your take

• Promotion: offers, case studies, testimonials

• Values: origin story, what you stand for

• Company Culture: behind-the-scenes people of your brand

• FAQs and Objections: common questions, quick answers

• Process and Behind the Work: step-by-step, workflows, SOPs

• Tools and Tech Stack: what you use, setups, why it matters

• Templates and Resources: swipe files, scripts, downloads

• Customer Wins: results, quotables, mini case notes

• Metrics and Benchmarks: numbers, dashboards, what to watch

• Events and Speaking: invites, recaps, key takeaways

• Partnerships and Shout-outs: collaborators, referrals, cross-promo

• Hiring and Team Growth: openings, hiring process, learning paths

• Product and Feature Updates: teasers, launches, how it helps

There are many more, but the point is to really think about how you want to use content to convey the correct message to your current and potential audience, and to connect with and engage in conversations with your community.

What do content pillars do?

• Focus your ideas

• Speed up planning

• Make results easier to measure

How many content pillars do you need to grow your visibility?

Three to five. Yes, for the love of everything you own, do not 'gift' your team ten pillars. That is waaay too many and will dilute your message.

Most small teams win with four:

• Two audience-first pillars

• One trust pillar

• One revenue pillar

How to pick your content pillars

You can just pick your content pillars randomly based on the content you'd like to create... 

🤣 JK

or block 30 minutes.

1. Audience scan: Pull 20 recent comments and DMs. Group repeating questions. What bubbles up?

2. Offer scan: List your services. Note the outcome each one delivers. 

3. Voice scan: Write the stories only you can tell. Circle the ones that build trust.

4. Competitor scan: Check three to five peers. Find the gap they are leaving on the table. Fill it.

Score each theme on fit, difference, and revenue. Keep the top 3 to 5.

(Using AI for this task will make this an even easier lift!)

How to use content pillars strategically

Turn each content pillar into repeatable formats.

• Education Formats: 3-step play, teardown, checklist, 60-second tutorial Cadence: twice a week

• Community Formats: client quote, before/after, milestone Cadence: weekly

• Authority Formats: trend plus takeaway, myth vs fact, data point with POV Cadence: 1 to 2 times a month

• Promotion Formats: offer highlight, case study, FAQ, soft CTA Cadence: weekly in launch, biweekly otherwise

Do not, I repeat, do not assign a pillar to each day of the week. 

Why? This will get stale and is so 2015! 

You've got to go with the flow, and instead of looking at weekly pillar content, look at it from a monthly perspective. That is healthier, especially if you run events (more promos in one week, for example) and gives you more flexibility. 

Who owns the content pillars?

So... who creates and owns these pillars, aka who is responsible for these pillars, makes sure they are filled and adjusted as needed?

• Owner: marketing lead or content strategist (someone with my credentials)

• Contributors: social, copy, design, video (teamwork!)

• Inputs: sales, CS, product, leadership (value-added insights)

• Approver: one person, to avoid bottlenecks (phew!)

Be sure to add your content pillars to the brand guidelines and clearly mark or tag them in your content calendar.

How often should you review and update current content pillars?

Do it on a rhythm: Don't obsess over them, but also don't ignore them! 

• Monthly: Quick pulse check. Tag top posts by pillar. Keep winning formats.

• Quarterly: Deeper check against goals. Retire a weak pillar if it lags two quarters in a row. Promote a rising theme! (I dare you)

• Event-driven: When you have new offers, or big platform changes. Review now.

• Annual: Analyze back one year. Be prepared for a full reset. Rename, refine, or merge.

When you change pillars, version, and date them! Share your findings and changes with the team! 

What not to do when working with content pillars

• Don’t let pillars get stale.

• Don’t build silos. Cross-pollinate stories and tips.

• Don’t force every idea to fit. If a new theme keeps winning, make it a pillar.

• Don’t chase vanity metrics only. Tie at least one KPI to leads or revenue.

• Don’t make nine pillars. (or ten or twenty)

Who could use content pillars for their marketing?

Anyone in charge of a content strategy can benefit form using content pillars:

• Solo founders and small teams

• Agencies juggling multiple brands

• In-house teams aligning with sales and product

• Creators growing from personality-led to product-led

Need a simple planner?

Try this.

For each pillar list:

1. Name your pillar

2. Set a goal

3. Decide on three formats

4. Identify the main channel

5. Set a success metric

6. Brainstorm ten post ideas

Quick example:

• Pillar: Authority

• Goal: Speaking opportunities

• Formats: Trend plus POV, industry myth, data-backed takes

• Channel: LinkedIn and podcast

• Metric: Saves, Inbound requests, DMs

• Backlog: Ten angles from reports and client wins

Whatcha thinking?

How do you feel about content pillars or content buckets right now? Was this useful information?

Will you be able to hone in on better-served audience-focused content for 2026?

Content pillars should be used as trail markers, not rigid walls. Use them to stay on track, and make room to explore.

Much success planning your 2026! 

Cheers, 

Dorien