By Ericka Saurit
Why the most effective marketing speaks to outcomes, not deliverables.
How to align your content to a larger strategy so every post pulls its weight.
How to align your content to a larger strategy so every post pulls its weight.
Last month, we talked about transformation…why clients aren’t buying design, they’re buying the life they believe your work will help them create.
This month, we’re bringing that idea into your marketing.
Because if your content doesn’t clearly connect back to who you are, what you believe, and how you help people… it’s just noise.
Pretty noise. Well-designed noise.
But noise nonetheless.
And this is where so many designers get stuck! Posting more and more, hoping something will stick (like spaghetti thrown at the wall in frustration or overwhelm!).
The problem isn’t that you’re not creating enough content.It’s that your content isn’t working together.
And that’s where content pillars come in.
Content pillars give your brand the context it needs to turn scattered, random spaghetti posts into a story (a dish, if you will!) that people can actually follow—and trust and see themselves in.
Here’s how to get started defining yours:
Define your core content pillars
Think of content pillars as the main themes your brand can speak about consistently, without forcing it. Here’s a simple framework to start with:
Content pillar 1: Who you are + why you do what you do
This looks like behind-the-scenes moments, origin stories, values, and glimpses into how you think. This is what builds connection. People don’t just hire talent (they can get that from robots), they hire humans they like and trust.
Content pillar 2: Why what you do is different
Educational content that helps your audience understand your approach, your services, and your philosophy. This is your expertise without jargon or posturing. It’s your community work, your travels, of course your education or certifications. It’s what your audience might also believe in that you do too!
Content pillar 3: How you do what you do
Think process. Your portfolio, case studies, and success stories. Show the work, but always frame it through outcomes and decisions, not just aesthetics. It’s important to show your work, but you’ve got to show and tell people how you get there, too.
Content pillar 4: Inspiration + delight
Mood boards, travel, art, seasonal inspiration, trends you love. This draws people into your world and helps them see themselves in it.
Content pillar 5: The thing only you can own
This is the wildcard and your secret sauce (I promise I’m done with the spaghetti analogy :). Maybe it’s how you talk about lifestyle, sustainability, culture, or the business of design itself. If it doesn’t fit neatly elsewhere but feels deeply you, this is where it belongs.
When every piece of content fits into one of these pillars, something powerful happens: You stop wondering what to post and your audience starts to understand who you are.
Content with context builds momentum.
Content without it just fills space.
Next month, we’ll talk about what actually builds trust over time, and why consistency matters far more than chasing the algorithm.
DSA Member Special Offer:
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- 12-month access to step-by-step video training
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Pay just $997 (normally $1,497) with code: DSA-500-25
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Ready to enroll? Check out here with the discount applied
More details can be found in your DSA Member account under the DSA Member Benefits tab. Reach out to support@dsasociety.org for help. Start building a marketing plan that actually works! Be sure to keep up with Saurit Creative on socials!
