Choosing Pillars, Not a Box (The Artist's Rise #049)

How to choose a "content pillar" that doesn't box you in

Most artists resist content pillars for the same reason they resist putting a label or a genre on their music: they don't want to be "put in a box".

But by not picking any lane and just moving based on vibes, you're doing something even worse and not giving your audience a real sense of who you are.

The fear of being boxed in is reasonable, but it doesn't mean that you shouldn't have a system or structure for how you approach your brand or your content.

The goal is to give you structure and a sense of center, not to limit you or your creativity.

Here's how to make that happen:

What pillars are and aren't

When artists hear content "pillars", they instantly feel like they are forced to fit in a system that wasn't built for them. But in reality, it's quite the opposite.

Pillars aren't there to tell you exactly what to post, how to create it, or even how to communicate with your audience. Instead, they're focused on finding something that you can continue to do new versions of while still remaining consistent for your audience.

The best way to think about it is like putting something on the blank page so when you go to write, you have somewhere to start. The full idea isn't worked out for you, but you have something to build off of.

A pillar isn't a specific post, it's a category or format for you to be able to create something new within.

It's nothing more than bumpers on the bowling lane, helping you stay focused and on track without hindering your artistry.

It's where creativity meets consistency.

Finding pillars without overthinking

Think about this: what are you already doing in your content that you like and/or is working well for you?

Some artists love covers, others are most comfortable doing rough takes of new song ideas, and some love to show you what their live shows are like in hopes that you come to the next one.

All of those ideas can serve as pillars, it's just a matter of what makes the most sense for you.

The best way to figure out what makes sense for you is to look at it through the lens of your artistry.

Your pillars should help you answer:

what does your process look like?
what's your favorite thing about being an artist?
what's the one thing you wish everyone in your audience knew, either about you or the message you're trying to send?

Pillars are curated from the artist you already are.

Translating artistry into content

If you look at your artistry, you can find the core pieces of what your content should be.

In a simple sense of it, you should have something for each of these three areas:

The music
The process/creative
The artistry

At all times, you're in front of new listeners who are just discovering you and fans who've been around since your first release.

It's important to have something for everyone so that you can keep them engaged, regardless of where they are on their journey with you.

But bottom line: it's all coming from who you already are as an artist. Nothing should be forced or reached for. It's just about working with and capturing everything your artistry already holds.

Finding the balance

The hardest part about implementing content pillars is finding the right balance.

In order for a pillar to work at its fullest, it has to be specific enough to guide the content into staying consistent and recognizable, while also not falling into the trap of being a one-trick-pony.

Here's the trick:

When identifying the pillar, just identify the main idea. Whether that's a cover, a rough draft, a performance, etc., just identify the idea.

Then, find areas of variation. Things like:

different locations or looks
different structure/format
different use of captions/lyrics

When you set the structure, you enable yourself to create more with less thought and without needing a new idea. But when you change up one of those aspects of the content, it becomes a new video that's identifiable as that same artist.

Pillars = consistency + controlled variability

All in all

Content pillars are a tool there to help you build a foundation and ultimately help you make content easier on yourself.

Behind creating the actual music, it's the next most important thing you can do for yourself as an artist, so finding a way to make it simpler for yourself will go a long way.

Lead with the music, showcase your process, and give them a glimpse at your artist world.

Find something that fits in each, and run with it.

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