Are content pillars dead?

I've been seeing a lot of people talk recently that content pillars are dead. It's an old marketing term from 2016 and it needs to stay there.

Do I agree?

No.

Here's why.

Content pillars are a great way to build an understanding of what kind of content you should be creating. It's a way to define your umbrella themes but it isn't about topics.

The traditional content pillars are educational, promotional, inspirational and entertainment. The funny thing is, each time I see someone claim that content pillars are dead, they go on to use their new terms that... are basically the same thing, just a different name.

For example:

Educational = don't educate! But demonstrate your knowledge or show "value".

Promotional = sales!

Inspirational = aspirational!

Entertainment = relatable and authentic!

Where I think the confusion is, and what needs to change, is how people use content pillars. Your content should not focus on one pillar, but rather be an effective mix of all of them. They also each serve a different purpose in terms of the goal of the content.

Let's dig a little deeper.

Educational content

For many people, they either over or under educate. There needs to be the right balance in your content but these gurus are right - you need to demonstrate your knowledge and share something of value to your audiences. Call it anything you want, this is educating.

What you don't want to do is only educate. If you swamp your audience with information and tips, they probably won't stick around because it's too overwhelming. Not only that, but they may not even understand why they need your tips in the first place.

That's why I think the educational pillar often walks hand in hand with inspirational.

Example: A wedding planner might share content that is lifting the veil (ha) on the wedding industry. They're explaining the behind the scenes of wedding planning, how to budget, how to pick the right venue, tips on walking down the aisle etc. This content is still educating their audience but it's also giving them something of value. Now, if its the only thing you post, you're not likely to see great results in terms of booking requests or sales.

Inspirational

This kind of content isn't like positive affirmations but normally relies on showing client testimonials, results, reviews, case studies etc.

It's about highlighting a problem or pain point and then showcasing the desired destination. What you're doing is essentially showing your audience where they want to be.

Example: Let's use our wedding planner again. In this kind of content, they could talk about previous couples who came to them with limited time, and an issue in their wedding plans. Say extra guests, wet weather etc. The creator could then talk about how they could help rejig the budget, plan for the weather and solve their issue so that the client could achieve their desire - an amazing wedding.

Promotional

Now we get into the sales. Yes, your content has to sell because if your audience doesn't even know you have something to sell, how will you actually sell it?

This kind of content should be the least one you create, but it still needs a seat at the table because it serves a crucial purpose.

This doesn't mean you barely talk about your services- it should be seamlessly integrated into your other types of content but not the main focus for that post.

Example: Using our wedding planner, this content would be explaining their services, what they do and how they can help make sure your wedding day goes off without an issue.

Let's look at the whole picture - not only have we educated couples about planning their wedding, but we've also captured a key challenge they could be having which is struggling to do it. Then we've addressed their desired outcome - a fantastic wedding day. THEN we've pushed them in the right direction to say "you want this? Book me."

Entertainment

I'm throwing this one in here because in 2024, consumers want to buy from brands they trust, who feel real and authentic. How do you do that on social media? Be human. Share your journey, engage with comments and offer advice in a more casual, personal way. You can also show the behind the scenes of your business, what you do and how you do it. It's an opportunity to share your opinion on things or take a polarising view on something.

You could also use this as a space to talk about trending things in your niche. Has something big happened recently you could weigh in on? Talk about it! Not only will you then capitalise on something trending and current, you'll find new audiences who will be pulled in by your other content.

Let's look at a content funnel

Need a different visual?

Lets think of a normal marketing funnel but call it a content funnel instead.

At your top funnel level, your most widest net, you're going to use entertainment and educational content. This is because these two ideas are the most broad and you can cover a lot of topics within them to give you plenty of meat to pull from.

Traditionally speaking, this is your awareness/ attraction level.

Your second level is narrower because those people who are considering buying from you have stuck around. These people need to then be nurtured with inspirational content. You now need to show them their problem, address their pain points and start to introduce how you may help solve it. Paint the picture for them. What do they want to achieve? Show that you can get them there.

In traditional funnels, this is your consideration/warming level.

Your final level, most narrow and precious, is your promotional section. The audiences here are ready to buy, they just need the tip over the edge. By talking specifically to them with content that addresses your services/products and positions you as someone who can solve their problem, they will make the leap. But because there are fewer of them, you don't want to drown your other audiences with this content.

For a traditional funnel, this is your conversion level.

So. Have I convinced you?

Call it whatever you want, but content can still be broken down into the original pillars. For some reason, we're just trying to get fancy and over complicate what is actually a very simple concept.