Content Pillars Are Out — Here’s What to Use Instead
For years, marketers have been taught to stick to 3-5 rigid content pillars to maintain a cohesive brand presence. But in 2025, audiences don’t want robotic repetition — they crave relevance, agility, and realness. It's time to break the pillar mold and think in ecosystems, not silos.
So, what’s replacing content pillars?
Content Themes and Narrative Arcs. Themes offer flexibility. They evolve with trends, campaigns, and cultural moments. They allow brands to stay consistent without being repetitive. Narrative arcs give your content purpose, progression, and payoff — helping your audience feel like they’re part of something bigger.
Instead of saying, "We post about beauty, wellness, and education," your framework becomes:
Theme: Skin Confidence
Narrative Arc: From confusion to clarity (showcasing before/after, FAQs, dermatologist POVs, real user experiences)
This approach mirrors how real people consume content — not in categories, but in stories.
Why the switch matters
Audiences are fatigued by cookie-cutter content. If your posts feel like checkboxes instead of conversations, they’re not going to connect. Modern content needs to be more fluid, emotional, and audience-centric. It's about having the range to show up in different moods and moments — while still feeling unmistakably you.
How to shift your content strategy
Audit your current pillars. Are they still relevant, or are they boxing you in?
Find your core themes. What do you really want to be known for this quarter? This year?
Build narrative arcs. Think in journeys, not one-offs. Where do you want to take your audience?
Use content clusters. Group your posts by emotion, tone, or purpose—not just topic.
Let your audience co-create. The comments section is your new content calendar.
Final word
Content pillars had their place — but if you want to stay culturally relevant, you need to build something more dynamic. Themes and arcs let you move with your audience, not just talk at them.
In a landscape where attention is fleeting, your content needs to feel alive.