Content Pillars form the backbone behind every successful marketing campaign and are an efficient way to ensure that you can deliver content to your audience that appeals to the right buyer, in the best way, in the correct moment. They are longer, informative content pieces that home in and dissect a specific topic or theme in as much detail as possible. From this, smaller marketing resources, materials and information can be extracted.

By creating content in this way, you can not only ensure that your channels will be refreshed with new resources and posts to appeal to various different target audiences, through blogs, social media posts, edited images and infographics, video clips or interviews and landing pages, you also create an industry-standard factual piece of data that can be used for longer-term strategic planning and direction.

However, many organisations encounter a variety of issues when trying to establish content pillars. Which audience are you appealing to? What is the most compelling topic at this moment in time? How can you ensure that this content does not go ‘stale’ quickly and remains relevant? Due to the multitude of questions that can spring forward when discussing content pillars, many companies choose to forgo developing them, even though they are significantly beneficial in the longer term. For some, they lack the capacity, for others, the inclination to do it.

BOSS DIGITAL have worked with many organisations to help establish marketing campaigns centred around content pillars. Through discussion and analysis, we’ll help you to find the true key topic that is affecting your industry, sector or audience and then map out the most appropriate medium (white-paper, e-book, analytics report) to get your main message across.

After researching, gathering primary evidence and compiling data, we’ll work with you to draft and re-draft your content until it is of the best possible standard. After that, the team will establish the most effective mediums to spread your message and begin to plan how your content can be ‘recycled’ in the future to create easily digestible pieces for your different target audiences.

To discuss what content pillar is right for you and establish the next steps to creating valuable, evergreen resources, contact


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    The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

    If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

    Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

    In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

    once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

    Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

    We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.