One of the questions I get asked most by online business owners is how do I decide what to blog about?

I completely understand that finding new content every week can be hard, so that’s where content pillars are essential so you can piece together a strategy and ensure your content is on-brand at all times.

Every business, no matter how big or small, has a range of topics that can be relevant to their readers – the key is to decide on them and stick to them to maintain a strong brand.


A content pillar is quite simply just a topic or theme which work together to form the foundation of your content.

They should be relevant to your audience and be something you can cover regularly, as wonky pillars are not good foundations for anything!

You might also hear the term content buckets used instead of pillars but I prefer to think of these as the places you dump each piece of content after you’ve written it, ready for use

As an experienced content creator, for a range of businesses across various sectors, I would recommend no more than five pillars, otherwise, your content and brand messaging can become vague and diluted. Within those pillars or categories, if you’d prefer, you can then add a range of subcategories to keep things organised.

For me, an online business owner, who works from home helping other business owners launch and run their online businesses my content pillars are easy.

  • Content
  • Time/money-saving
  • Running a business
  • Productivity
  • Working from home

And subcategories include:

  • Blogging
  • Social media
  • Automation
  • Mindset
  • Hacks and tips


Being clear on several things will help you understand exactly what content you should be providing.


  • Who are they?
  • Where are they?
  • What are their pain points?
  • Where in the journey are they?


If you know exactly what it is your business wants to achieve then it will help you be clear on what you want to share.

So, if you are an interiors design company helping people achieve the latest looks on a budget then your pillars might be budget interiors, renovation, home décor and inspiration.

If you’re a beauty and lifestyle blogger/business your pillars might be skin, hair, makeup, fragrance and wellness.

Or a fashion brand might use fashion, beauty, life (including food and fitness), travel and family because they completely understand their target audience and what else they need or want to see.


Understanding the purpose of your content will also help you achieve your content goals.

If you are just blogging to help with SEO and give Google bots something to crawl it is just about creating new, regular content to keep things ticking over.

Are you hoping to sell goods or services? If so you need to get people to buy into you and what you are offering.

So, your content will be about providing solutions to readers’ problems, highlighting your expertise and promoting your offering.

If you want to grow your brand then you will want to get in front of as many of your target audience as possible with relevant content that they are searching for. So you might want to piggyback popular search terms and questions being asked.

The key though is to not trying to be too many things to too many people or your content strategy will end up too diverse to reach the right people. 

If you’re still struggling to plan your content, I am currently working on a self-study course designed to make content simple. Click here to find out more.

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