The content pillars should be a blend of both brand and commercial drivers. One pillar could be a hub and spoke model where you can drive traffic to a website, and increase keyword rankings and metrics like leads or sales. 

DMI Insider Tip: Decide on four key business pillars. Some will be brand, like thought leadership and some will be commercial. There should be a blend of two, no more than four, and all of your content should fall under each of these pillars.