Content Pillars: The Backbone of Your Distribution
4 min read
Random content gets random results. Recognizable content builds a brand. The bridge between the two is content pillars the handful of themes you return to again and again.
What a pillar is
A pillar is a recurring theme that ties your content together. If someone watches three of your videos, they should be able to guess what the fourth is about. That predictability is what builds recall.
How many, and which
Three to five pillars is the sweet spot. Fewer and you're one-note; more and you're scattered. For a founder, pillars usually map to:
- Your expertise the thing you know better than most.
- Your story how you got here, what you learned.
- Your take opinions on your industry, contrarian or not.
- Behind the build the company, the team, the grind.
How to choose yours
Ask: what do I want to be the person people think of when X comes up? Those X's are your pillars. Everything you publish should ladder up to one of them.
Why pillars make distribution easier
Once pillars are set, you stop facing a blank page. Every idea is filtered through "which pillar does this serve?" The system produces within rails and rails are what make output consistent.
Pillars are the backbone. The system is the muscle around them.
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