Over the holidays, in between sips of eggnog and binging holiday rom-coms on Netflix (don’t judge—Love Actually gets better every year), I decided to brush up on my content marketing skills. That’s how I stumbled upon HubSpot’s Content Marketing Certification Course. One class turned into another, and before I knew it, I was geeking out over creating my Ideal Customer Avatar (ICA) for Magical Marketing. (Yes, I even turned it into an ICA Cheatsheet template in Canva because I can’t help myself.)
Feeling all inspired and “professional marketer-y,” I figured it was time to tackle my content pillars for 2025. Naturally, I opened up the glorious mind map I’d created for 2024, expecting to pat myself on the back for how brilliant it was.
And then… horror struck.
What I saw was a sprawling spider tree of me, me, me. Every product, service, skill, and random idea I’d ever had was crammed into that mind map like a 10-page resume no one asked for. It was all about what I could do, how impressive I thought I was, and offered precisely zero ways to connect with my audience.
It hit me like a Hallmark movie plot twist: this was all wrong. My 2024 content plan wasn’t just off the mark—it needed to be flipped upside down and completely reimagined for 2025.
Thanks to HubSpot’s Flywheel model (more on that in a minute), I realized what was missing: a focus on my audience. Instead of shouting, “Look what I can do!” I needed to center my content around their needs, challenges, and dreams.
In this blog, I’m sharing exactly how I turned my 2024 mess into a 2025 masterpiece. If your content plan feels a little “meh,” grab a cup of coffee (or eggnog) and let’s get to work crafting customer-focused content pillars that attract, engage, and delight.
Why Customer-Focused Content Pillars Are Essential
After my holiday epiphany, it hit me: content pillars aren’t just about organizing your ideas—they’re about creating a foundation that truly connects you with your audience.
What’s the difference?
Company-focused content is like a one-sided conversation where you do all the talking. Sure, you might sound impressive, but your audience is left wondering, “What’s in it for me?” That is, if they even stick around long enough to ask.
Customer-focused content flips the script. It starts with them—your audience. It’s built around their struggles, goals, and dreams. It speaks directly to their pain points and positions you as the magical guide who can help them achieve their happily-ever-after.
The Big Shift
To transform my 2024 content plan, I had to go back to kindergarten-level basics and take another stab at creating my Ideal Customer Avatar (ICA). Now, I’ve done this exercise a bunch of times over the years, but apparently, I was doing it wrong because, at the start of 2024, my target audience was still… everyone.
Here’s the thing: when you’re trying to speak to everyone, you’re really connecting with no one. I needed to get laser-focused and get to know my “one perfect customer” inside and out. Instead of shouting, “Look at all the things I do!” I started asking, “What does Sally need right now?” How can I find her? How can I help her? How can I guide her toward success?
Introducing the Flywheel Model
That’s where HubSpot’s Flywheel model came in. Unlike the traditional marketing funnel—which treats customers as the “end” of your marketing process—the Flywheel puts your customers at the center. By focusing on attracting, engaging, and delighting your audience, you create momentum where happy customers become your best promoters, fueling more growth.
If you’re curious about the Flywheel, read HubSpot’s blog or take their free class. Worth it!
This shift completely changed how I thought about my content pillars. It’s not about what I can do—it’s about what Sally needs to hear, see, and experience to feel supported, inspired, and ready to take action.
Here’s why this matters:
- It Builds Trust: When your audience feels seen and understood, they’re more likely to trust you.
- It Drives Engagement: Content that speaks to your audience’s needs naturally sparks more clicks, comments, and conversations.
- It Creates Momentum: Like HubSpot’s Flywheel model, customer-focused content creates a self-sustaining cycle where happy customers fuel more growth.
How to Create Your Content Pillars
Crafting customer-focused content pillars might sound intimidating, but it’s easier than you think. The secret? Start with your audience. When you build your pillars around what they need, the rest falls into place like magic.
Here’s a simple step-by-step guide to get you started:
1. Start with Your Ideal Customer Avatar (ICA)
If you haven’t created your ICA yet, now’s the time to do it. Your ICA is your “one perfect customer”—the person you’re trying to attract, engage, and delight. They’re the heart of your marketing strategy, and every piece of content you create should be designed with them in mind.
Start by asking yourself:
- Who are they?
- What are their struggles, goals, and dreams?
- What questions do they ask, and what solutions are they looking for?
For example, my ICA, Sally Soulpreneur, is a coach or service provider who’s overwhelmed by DIY marketing. She needs clarity, structure, and creative support to confidently grow her business.
But here’s the magic: to truly connect with your ICA, you need to make them real. Give them a catchy nickname that makes them memorable. Pick out a photo that personifies who they are. I’ve even printed out my ICA Cheatsheet for Sally Soulpreneur and keep it on my desk.
The more I use it, the more familiar she becomes. When I’m writing, I picture Sally sitting across from me, nodding along as I address her questions and challenges. This makes my content more intimate, connected, and meaningful—and, ultimately, more authentic.
2. Define Their Core Needs and Challenges
Once you’ve identified your ICA, it’s time to dig into their core needs and challenges. What’s keeping them up at night? What obstacles are stopping them from reaching their goals?
Some people call this step “twisting the knife,” which might sound a bit dramatic, but hey—it gets the point across. The idea is to clearly define the problems your ICA is facing so you can position yourself as the solution.
Take Sally Soulpreneur, for example. One of her biggest challenges is creating professional-looking content and defining her brand across social media. This impacts her credibility as an expert, making her feel self-conscious about her online presence.
But here’s the kicker: it’s not just her confidence that’s taking a hit. Sally could be losing opportunities and potential clients without even realizing it. That’s why understanding and addressing these challenges is so important—it’s how you build trust and show your ICA you’re the guide they’ve been looking for.
3. Build Pillars Around Their Needs
Here’s where the magic happens. Take the needs and challenges you’ve uncovered and turn them into content pillars—broad themes that guide all your marketing efforts. These pillars act as the foundation for your blog posts, social media, emails, and everything in between.
For example, my 2025 content pillars are:
- Websites: Helping Sally create a professional, trust-building online presence that reflects her expertise and builds credibility.
- Content Marketing: Empowering Sally to use blogs, social posts, and emails to grow her business authentically. This pillar focuses on increasing her Know, Like, and Trust Factor, establishing her authority, and driving traffic, leads, and conversions—all while showcasing her professionalism across her channels.
- Magical Marketing: Offering Sally systems, strategies, and support to make marketing feel stress-free and manageable.
- Soulpreneurs: Supporting Sally with work-life balance, productivity tips, and sustainable growth strategies to help her thrive personally and professionally.
- Tools & Resources: Sharing my favorite tools and resources to make Sally’s life easier and her business run smoother. From productivity apps to design tools, this pillar is all about giving her practical solutions. Bonus: I get to earn extra income through affiliate links and referrals!
The “magical number” of content pillars for your business is typically between 3 and 9, depending on your focus areas. These pillars should be specific enough to give you direction but broad enough to allow flexibility.
How to Build Your Pillars
Start by listing out everything related to your business—your products and services, skills, expertise, partnerships, affiliations, and even your interests.
To create content pillars that truly resonate with your ICA, you’ll need to flip that company-focused list upside down. Instead of centering it on you, frame it around what your ICA needs and where they are in their buyer’s journey. This shift transforms your pillars into a tool for connection, engagement, and ultimately, growth.
4. Add Subtopics to Each Pillar
Once you’ve established your content pillars, it’s time to break them into specific subtopics that address your ICA’s questions, pain points, and needs. These subtopics become the foundation for your blog posts, social media, emails, and more.
For example, under Websites, one of my core subtopics is Professional Branding. Here are a few ways I plan to explore this:
- What is branding, really? Breaking down the elements of branding—logos, colors, fonts, and how they work together to create a professional image.
- How to create Branding Guidelines. A step-by-step guide to documenting your brand’s personality, tone, voice, and language to ensure consistency across platforms.
- Inspiration from real-world examples. Showcasing successful, well-branded businesses (like Sally’s dream brand) to inspire and provide visual examples of what “got it together” branding looks like.
Not only do these subtopics provide valuable information and actionable steps that Sally can implement right away, but they also help me build a library of evergreen resources that will grow my business long-term.
Why Subtopics Matter
By sticking to my mind map, I can stay focused and on track. Now that my Content Pillars map is aligned and customer-centered, it drives my content creation efforts and serves as a compass for my 2025 marketing strategy.
Even better, this process is future-focused. With a clear map in hand, I can plan content quarterly, adapt based on feedback and results, and confidently pave the way for my goals. It’s like a big marketing highway with all the green lights flashing “Yes, go!”—an open road for me and for future Sally.
5. Keep It Customer-Focused
Picture this: you’re sitting down for a coffee chat with your ICA. It’s casual, unhurried, and all about them. That’s the energy you want to bring to your content creation. Whether it’s a blog post, an email, or an Instagram caption, every piece of content should feel like it’s speaking directly to their needs and concerns.
Ask yourself:
- Does this solve a problem for my audience?
- Does it align with their goals?
- Does it position me as their guide or trusted resource?
What about Selling on Social?
Now, let’s address the elephant in the room: selling on social media. How much is too much? Should it even happen at all?
Here’s the deal: the primary goal of your social media is to gently nudge your ICA to take the next step with you. That might be downloading your lead magnet, signing up for your webinar, or booking a free discovery call. These smaller actions build trust and move them closer to becoming a client.
But don’t shy away from the occasional confident “hard sell.” Your audience needs to see you as a professional, confident business owner—someone who’s not just in business but in demand. This doesn’t mean plastering every post with “Hire me now!” Instead, scatter those direct asks strategically, at longer intervals that fit your posting schedule.
For your ICA who’s already in the decision phase, a clear and straightforward invitation can be a game-changer. Tell them exactly how to skip the fuss and hire you. Confidence in your messaging shows that you believe in the value of what you offer—and that belief is contagious.
Think of it this way: every piece of content is part of an ongoing conversation with your ICA. Some days, you’re offering advice. Other days, you’re giving them something useful to take away. And sometimes, you’re simply saying, “I can help—here’s how to get started.”
Next Steps
Building customer-focused content pillars isn’t just about creating a plan—it’s about building a relationship with your audience and setting yourself up for long-term success.
If you’re ready to create a plan tailored to your business, book a one-hour Content Pillars Coaching Session with me. Together, we’ll map out your pillars, giving you clarity and direction to hit 2025 running!
Special Offer: The first 5 spots are just $49—a 50% discount! Don’t wait—grab your spot before they’re gone.
