What is a Content Pillar (and How to Choose the Right Ones for Your Brand)

If you're building a content marketing strategy in 2025, you've likely heard the term “content pillar.” But what exactly is a content pillar—and how do you know if you’re choosing the right ones?

In this post, we’ll break down what a content pillar is, why it matters for SEO and brand growth, and how to choose the best ones to guide your content strategy.

Content Pillars are not only important for brand loyalty but they are also a critical part of great SEO

What Is a Content Pillar?

A content pillar (also known as a “pillar page” or “pillar topic”) is a broad topic that your brand wants to rank for and be known for. It’s a high-level theme that supports multiple pieces of related content, often called content clusters or supporting posts.

Think of it as the trunk of a tree—your main topic—while your blog posts, videos, and social content branch out from it, going deeper into subtopics and answering related questions.

Examples of content pillars:

• A skincare brand might have pillars like “Anti-Aging Skincare,” “Sensitive Skin Solutions,” and “SPF Education.”

• A SaaS company might use pillars like “Workflow Automation,” “Customer Retention Strategies,” or “Remote Team Management Tools.”

These aren’t just blog topics—they’re strategic content categories designed to drive search traffic and establish authority.

Contnt Pillars can be used for your blog and repurposed across multiple channels like social and email campaigns.

Why Content Pillars Matter

1. Improved SEO Performance

Search engines reward content that is organized, relevant, and comprehensive. A solid pillar strategy helps Google understand your site’s structure, increases topical authority, and improves internal linking.

2. Stronger Brand Positioning

When your content pillars are aligned with your brand’s value proposition, you start to own that space in the market. Over time, you’ll become the go-to brand for those specific topics.

3. Easier Content Planning

Instead of scrambling for random blog ideas, you’re building around core themes. This streamlines production and makes your messaging more consistent across platforms.

Deciding on content pillars requires that you first understand your product and your customers’ needs.

How to Know If You’re Choosing the Right Content Pillars

Here are five questions to help you choose content pillars that actually move the needle:

1. Is it aligned with your product or service?

Your pillar should tie directly to what you sell or the problem you solve. For example, a language-learning app shouldn’t create a pillar around “Best Travel Destinations”—even if it's popular—unless it clearly connects to language goals.

2. Do people search for it?

Use keyword research tools like SEMrush, Ahrefs, Ubersuggest, or Google Keyword Planner to see:

• Search volume

• Keyword difficulty

• Related long-tail keywords

Look for high-volume, low-to-medium competition topics to maximize ROI.

3. Does your audience care?

Your content should address real pain points, questions, and goals. Use surveys, reviews, comment sections, and customer interviews to uncover what your ideal customers are already asking.

4. Can you speak to this with authority?

Your brand doesn’t need to be the authority—yet. But you should be able to produce insightful, well-researched, or experience-driven content around the topic.

5. Is it broad enough to support multiple subtopics?

A good content pillar can support 5–20+ supporting posts. If a topic feels too niche or hard to break down, it may work better as a supporting article instead of a main pillar.

Content Clusters are a great way to organize and fill up content calendars. They’re also a great way to visualize your content roadmap.

Pro Tip: Map Content Clusters Around Each Pillar

Once you identify a pillar (e.g., “Remote Work Productivity”), map out content clusters like:

• “Top Remote Team Communication Tools”

• “How to Set Boundaries When Working From Home”

• “The Psychology Behind Zoom Fatigue (and How to Fix It)”

This approach helps you rank for both broad and niche keywords—and keeps your audience engaged.

Final Thoughts: Content Pillars Build Long-Term Authority

In a world of algorithm shifts and content overload, your brand needs structure. Content pillars offer that structure. They help you scale your SEO strategy, unify your message, and build trust with your audience.

If you want to grow your brand through content, content pillars aren’t optional—they’re essential.

Not sure where to start with content strategy?

At Clarity Content, we help brands define their content pillars, plan high-converting topics, and create content that ranks and resonates.