How to Choose Your Content Pillars (A Guide for Beginners)
If you aren’t really sure what a "pillar" even is yet, you might want to start with our other post on what a content pillar is first. It covers the basics of why having these categories makes life easier.
But if you’re ready to actually sit down and pick your topics, you’re in the right place. The biggest hurdle here is usually overthinking. You feel like you have to choose the perfect categories right away, but the truth is, your pillars aren't set in stone. You can change them as you go.
The goal right now is just to pick three or four "lanes" that feel natural to you so you can stop staring at a blank screen. Here is a simple way to figure out which topics belong on your page.
1. Answer the questions you get every day
The easiest place to start is with the stuff your customers always ask. If you run a market, people probably ask when the fresh bread arrives or how to pick a good peach. If you’re a service provider, they might ask how long a project usually takes.
These questions are gold. Every time you answer one in a post, you’re proving you’re an expert. This becomes your "Helpful" lane.
2. Just show what you’re already doing
You don’t have to invent brand-new things to talk about. Just look at your workday. What are the parts of your job that people don’t usually see?
Packing up a shipment
Setting up your shop for the day
Meeting with a local supplier
A quick shot of your morning coffee while you plan
People like seeing the "how" behind the business. This is your "Behind the Scenes" lane, and it’s usually the easiest one to post because you’re already doing the work anyway.
3. Share some of your "Why"
Why did you start this business? Maybe you’re passionate about supporting local farmers, or maybe you wanted a career that let you spend more time with your family.
Sharing your values helps people connect with you. This is your "Connection" lane. It reminds people that they’re supporting a real person in their community.
4. Don't be afraid to sell
This is the one people usually feel the most awkward about, but you have to tell people what you offer. This lane is straightforward: "Here is what we have, here is why it’s great, and here is how you buy it." You aren't being pushy; you're just making it easy for people to find what they need.
Putting it into practice
Take a piece of paper and write down those four headings. Under each one, jot down just two or three specific ideas.
If you’re a local market owner, it might look like this:
Helpful: How to store local honey so it doesn't crystallize.
Behind the Scenes: A quick video of the new produce being unloaded.
Connection: A photo of you and a local farmer you partner with.
Selling: A feature on your favorite sandwich from the deli.
Just like that, you have a handful of post ideas ready to go. Pick the one that feels the easiest and start there.
