The benefits of email marketing are undeniable. Therefore, it’s no wonder countless businesses dive headfirst into building their email lists. You get a direct line to engaged readers, which offers a chance to nurture leads and the potential for huge growth. Building a loyal following requires a solid content foundation, therefore defining core pillars is where you should start.

Think of content pillars as sturdy support beams. Consequently, they hold up your email marketing house.

They’re the recurring themes and your cornerstone topics. Also, they’re your value propositions anchoring your messaging strategy. And resonate with your target audience. Choosing the right pillars is crucial as they’ll determine the direction of your content. It’s a mix of understanding what you can offer and what your audience craves. So, when you invest in laying a strong foundation – your content pillars, you’ll find them to be the compass guiding you toward email marketing success.

1. How to identify your content pillars

Know Your Audience:

    • Dive deep into their demographics and psychographics. What are their pain points, aspirations, and interests?
    • Conduct surveys and interviews. Get firsthand insights into their content preferences and challenges.
    • Analyze your competitors. Seek topics that resonate with their audience. And above all, identify potential gaps you can fill.

Define Your Value Proposition:

      • What unique expertise or perspective do you bring? What problems can you solve for your audience?
      • How will your content make their lives better, easier, or more fulfilling?

Inspiring pillar examples

Pillar 1: The Knowledge Curator

  • Become the go-to source for valuable industry insights. Share curated news, expert interviews, and actionable tips. As a result, it will position you as a trusted authority.
  • Offer in-depth guides and tutorials. When you break down complex topics into digestible chunks, you empower your audience to take action.
  • Host exclusive webinars and workshops. Provide high-value learning experiences that deepen engagement and build loyalty.

Pillar 2: The Transformation Guide

  • Map out actionable steps toward their goals. In addition, offer practical frameworks, actionable strategies, and inspiring success stories.
  • Share case studies and testimonials. Likewise, showcase examples of how your product or service has helped others achieve success.
  • Provide personalized coaching and support. Foster a community of like-minded individuals. Certainly, they can learn from each other and celebrate wins.

Pillar 3: The Entertainment Catalyst

  • Infuse your content with humor, storytelling, and personality. Make your emails a breath of fresh air, not another chore in their inbox.
  • Run interactive contests and quizzes. Gamify the learning process so it keeps your audience engaged.
  • Offer exclusive sneak peeks and behind-the-scenes insights. Build anticipation and most importantly foster a sense of belonging.

More specific examples

  1. For the productivity-obsessed: Pillars could be “Mastering Time Management.” They could also be “Conquering Email Overload.” Or, they could be “Boosting Focus and Flow.”
  2. As an aspiring entrepreneur: “Building a Thriving Business from Scratch,” “Crafting a Compelling Brand Story,” or “Scaling Your Side Hustle to Success” could be your guiding lights.
  3. For the health-conscious: You might offer pillars like “Delicious Nutritious Recipes,” “Holistic Wellness Hacks,” or “Mindful Movement for a Balanced Life.”

Remember, your content pillars should be:

  • Relevant: Aligned with your audience’s interests and needs.
  • Unique: Distinctive from your competitors and offer fresh value.
  • Sustainable: Fueling a consistent stream of engaging content.

In short, by taking time and effort to craft content pillars, you’ll attract the right audience. And build a loyal community that thrives on your unique offerings.

2. Messaging Strategy

With pillars in place, it’s time to define your messaging magic. Above all, focus on creating valuable, targeted content that aligns with your chosen content pillars. This is the voice and tone that will connect with your audience and differentiate you from the crowd.


  • Authenticity: Be genuine and relatable. Moreover, inject your personality and expertise into your content.
  • Clarity and conciseness: Communicate your message without jargon or fluff.
  • Value proposition: Articulate how your content will benefit your audience’s journey.
  • Craft compelling headlines and subject lines. These are your attention-grabbing hooks, so make them stand out.

To sum up, by injecting your unique voice and expertise, you’ll build a loyal community around your brand and achieve long-term email marketing success.

3. Choose an email service provider (ESP)

You started with putting content pillars in place, then you determined your messaging strategy. Subsequently, the next step is choosing an email service provider. Now it becomes a strategic decision. That is to say, you will know exactly which features and functionalities are needed to support your content strategy.

Look for platforms that:

  • offer audience segmentation tools
  • align with your budget

Remember, your email service provider (ESP) is the delivery system, however your content pillars are the driving force behind your email marketing success.

So, you’ve identified your content pillars – Certainly these sturdy cornerstones provide direction, ensure relevance, and fuel long-term engagement.

Firstly, you’ve explored inspiring examples and delved into specific pillars for different target audiences. Remember, your pillars should be relevant, unique, and sustainable, attracting the right audience and fostering a loyal community. However, your content pillars are not static. As your audience evolves and your understanding deepens, you’ll unearth themes that resonate with your readers. Therefore, adapt and refine them.

Secondly, it’s time to weave your messaging magic. Focus on creating valuable, targeted content that aligns with your chosen pillars. Likewise, infuse your messaging with authenticity, clarity, and a clear value proposition. To clarify, it’s not about broadcasting information; it’s about understanding your audience’s needs and delivering content that empowers and inspires them. In addition, craft captivating headlines and subject lines to grab attention.

Finally, choose an email service provider (ESP) that aligns with your strategic needs and budget. Remember, your ESP is the delivery system, while your content pillars are the driving force behind your email marketing success.

Follow the steps outlined above and nurture your content pillars, because it will help you to build a thriving email marketing strategy that resonates with your audience and fuels your business growth. Continuously gather feedback and refine your approach. Most importantly, have fun! 

Click here for 10 Must-Haves Inside Your Irresistible Lead Magnet.


Sue Glenn