If you have been reading the other articles in this series on how to repurpose content then you know that repurposing only works if you have something substantial to work from. The mistake many small business owners make is trying to spin a short post or one-off update into multiple formats. That usually leads to thin, repetitive content.
The solution is to create (or upgrade) a pillar piece. A pillar piece is a single, detailed resource that becomes the foundation for all your other marketing assets.
Think of it like baking bread in bulk. Once the dough has been prepared, you can shape it into rolls, loaves, or flatbreads. Pillar content is the dough that feeds every other channel.
Step 1: Audit Your Existing Content
Before creating something new, check what you already have.
Look for:
- Blog posts that performed well but could go deeper.
- Video recordings of workshops or webinars.
- Customer guides, FAQs, or training documents.
- Social media posts that sparked high engagement.
Example: A florist may already have a blog post on “Tips for Choosing Wedding Flowers.” By expanding it with photos, seasonal guides, and customer stories, it becomes a pillar article that fuels your social media accounts and other assets.
Step 2: Expand and Strengthen the Core Piece
Once you have a promising piece, strengthen it by adding depth. A good pillar usually has:
1,200–1,500+ words (if text-based).
A clear structure with sections and subheadings.
Practical tips, examples, and case studies.
Visuals, charts, or checklists.
Example: A caterer might turn a short post on “Buffet Menu Ideas” into a full guide with seasonal options, portion sizes, and tips for event planners. That guide is now valuable enough to stand on its own.
This series of 3 articles on how to repurpose content was originally one long article.
Step 3: Make It Evergreen
Pillar content should last beyond one week of promotion. Ask yourself (or AI):
Is this topic relevant year-round or can I refresh it seasonally?
Does it answer questions people search for again and again?
Can I update it easily without rewriting everything?
Example: A taxi company could create “The Complete Guide to Booking Reliable Local Transport” — evergreen advice on safety, pricing, and booking tips. It stays useful whether shared today or six months from now.
Step 4: Layer in SEO and Structure
For a pillar to work, it needs to be discoverable. Add:
Keyword-rich headings.
FAQs at the end.
Internal links to related pages or posts.
A clear call-to-action (download a PDF, book a service, join your list).
Example: An accountant could expand “Year-End Tax Checklist” into a keyword-optimised guide, link it to services, and end with a call to action to book a consultation.
Step 5: Prepare It for Repurposing
Finally, format your pillar content so it’s easy to break down later:
Use bullet points for key takeaways (ready-made for carousels).
Include short quotes or stats (ideal for tweets/LinkedIn posts).
Add a story or case study (perfect for a newsletter).
Write step-by-step sections (great for YouTube or podcasts).
Example: A bookshop creating “Top Ten Children’s Books for Summer Reading” can highlight each book with a blurb and takeaway, instantly repurposable into a carousel, newsletter, and in-store flyer.
Practical Checklist: Building a Repurposable Pillar
Have you chosen an existing piece with proven interest?
Did you expand it to at least 1,200 words or equivalent depth?
Is it structured with sections, subheadings, and visuals?
Have you optimised it for SEO and added FAQs?
Does it contain ready-to-lift elements (quotes, tips, steps, case studies)?
Frequently Asked Questions About Pillar Content
Q: How often should I create pillar content?
A: For most small businesses, one new or refreshed pillar every quarter is enough to fuel consistent marketing. A florist could create a seasonal guide each quarter, while an accountant might publish a yearly tax guide. The goal isn’t to churn out content but to have a steady base that can be repurposed across multiple channels. Over time, you’ll build a library of durable resources that keep working for you long after the publish date.
Q: Can short posts really become pillars?
A: Yes. A short blog or social post that performed well is a perfect starting point. For example, if your bookshop once posted a short list of three recommended summer reads and it gained traction, expand it into a “Complete Summer Reading Guide” with ten or more titles, customer quotes, and reading tips. By layering in more depth and structure, you turn something that was momentary into a valuable, evergreen piece ready for repurposing.
Q: Does pillar content only work for blogs?
A: Not at all. A pillar can be text, video, or even audio. What matters is depth, not format. A caterer might use a recorded workshop on event menu planning, while a taxi company could create a guide on safe and reliable local travel. As long as the content answers multiple questions, has practical examples, and can be revisited over time, it can function as pillar content. Blogs are common, but they’re not the only option.
Q: What makes pillar content different from a normal blog post?
A: A normal blog post often addresses a single narrow topic — such as “3 Tips for Saving on Heating Bills.” Pillar content, by contrast, provides a comprehensive resource that covers all angles of a subject in one place. A heating company might turn that short blog into a full “Homeowner’s Guide to Reducing Heating Costs,” with tips, examples, FAQs, and a checklist. Pillars are designed to be repurposed and reused, whereas standard blogs often stand alone.
Takeaway: From Fragmented Posts to Lasting Foundations
Instead of scattering your energy across dozens of small updates, build a few strong foundations. Pillar content turns scattered notes into a central resource you can lean on for months. When you invest in depth once, repurposing becomes easy — and every platform benefits from the same consistent, valuable message.
Other Articles In This Series
