Are content pillars dead? Not quite. But here’s why you should try a content tapestry instead
Most traditional marketing advice feels like trying to squeeze your wild, wonderful self into a shiny men’s suit from Burtons in the 1990s (which obviously doesn’t fit. And it’s scratchy.)
At Salt & Sage, we’re not about “crushing” it, “smashing” it, “killing” it or any other bloodthirsty means of expressing that your brand is thriving. We’re not in the habit of “scaling fast” – we prefer a slow, steady evolution that suits our business and our lifestyles – or forcing your message into rigid (and frankly priapic) “content pillars”.
We’ve never vibed with content pillars. Too rigid. Too inflexible. Too much like assembling a Pinterest craft with a toddler around – fiddly, inflexible and destined to unravel the moment real life kicks in. So we made our own thing: the content tapestry.
Instead of rigid verticals or prescriptive topic calendars, we work with narrative threads – the themes you return to again and again because they actually matter to you (and your audience). We weave those threads through a flexible story framework and layer in niche topics that speak directly to your people.
The result? A content strategy that evolves with you, breathes with your brand and never boxes you in. So, if you’re asking “how do I write content that connects”, here’s how we do it (and how you can apply it to your business, too. If you want to.)
But first, let’s take a look at what’s wrong with the old method.
Why content pillars are outdated
They’re too rigid. Life and business change. Your content should too.
They squash creativity. Try being inspired when you’re told to write about “Thought Leadership Thursday” for the 16th time.
They treat audiences like algorithms. But we all know we’re not just feeding the content machine – we’re building connection.
They silo your message. Good stories don’t live in neat columns. They flow, overlap and evolve.
Content pillars had their moment, but they now belong in the digital museum next to keyword stuffing and “crushing it” on Clubhouse.
Pillars gave people structure. But they also gave us robotic content calendars full of soulless posts that no one reads. The truth? If your content strategy feels like a straitjacket, it’s probably because you’re building it on outdated foundations. Our tapestry approach gives you structure without suffocation – a way to stay consistent and creatively free.
It’s time to move on to a content strategy that connects
Weave your magic: our tapestry approach gives you structure without suffocation – a way to stay consistent and creatively free, with narrative threads that give your content cohesion.
What is a content tapestry?
If you’re searching for the best content strategy approach, one that works with you and your business, look no further than our content tapestry. This is what happens when every piece of your brand communication – your blogs, emails, social captions, sales pages, courses, all of it – tells one clear, cohesive story. We’re saying no to box-ticking exercises and squeezing ourselves into a shouty sales formula. Instead, we’re focusing on writing content that actually connects. Here’s how it works:
1 Start with your narrative threads
We work with narrative threads – rich, story-led themes that run through all the content we create – from our website to our blogs, emails, social posts, lead magnets and courses. Narrative threads give your content cohesion without strangling the life out of it. They let your brand breathe.
These threads are the topics you keep coming back to – the subjects that light you up, get you ranting and position you as the go-to in your space. We weave them through your copy to build resonance and recognition across all your platforms.
What this looks like in practice:
A content pillar says: “Talk about sustainability on Tuesdays.”
A narrative thread says: “You believe in doing business differently – so let’s weave that value into everything from your About page to your latest Instagram caption.”
2 Use a flexible story framework
We weave these narrative threads into a flexible story frame to keep your content juicy, human and balanced. The frame has three sides (because good things always come in threes).
Expertise: show people you know your sh*t. Drop insights, give value, flex your credentials.
Human interest: show people you’re a real human, not a robot. Tell stories. Be weird. Be warm. Be you.
Passion points: share what you care about. Let your values shine. Attract people who want what you want.
What this looks like in practice:
Expertise: “Running ads without great content? You may as well glitter a turd.”
Human interest: “Every woman we speak to at the moment says they’re tired. What’s going on?”
Passion point: “Chase your TALE, not your tail. Here’s why.”
This three-pronged combo keeps your content from feeling like a LinkedIn snoozefest or a highlight reel of humblebrags.
3 Go niche
Generic fluff isn’t going to make your ideal customer sit up and listen. That's why we deep-dive into sector-specific issues that deeply resonate with your ideal people. That means using your narrative threads to explore the actual problems your clients are facing – and how your words can help solve them. Less “look at us!” More: “We see you, we get it, here’s how we can help.” Because the goal isn’t just to look clever. It’s to be useful. Relatable. Resonant.
What this looks like in practice:
For female founders: “You’re not broken – you’re a woman (running a business).”
For a health brand: “Confused AF by bland fit-fluencers? So is your audience.”
For a sustainable brand: “How to talk about eco-values without sounding smug.”
The result?
A beautiful, living, breathing custom-built content tapestry, from SEO-slaying blog posts to editorial-style emails, scroll-stopping social posts and even cheeky little PR angles. A way to create with purpose, not panic.
Instead of scrambling for ideas or staring blankly at a blinking cursor, you’ll know exactly what to say, how to say it and why it matters – all while building a brand that feels like you. Because when your content is woven together with intention and soul, it doesn’t just save time. It builds connection, clarity and confidence – one golden narrative thread at a time.
Want content that connects?
This is what we teach in the S&S Wise Women Mentorship and offer in our one-to-one storytelling intensives. If you’re tired of rigid content formulas that just feel icky, let’s create something warm, nourishing and wildly you.
Let’s weave something wonderful.