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Content pillar

A content pillar is one of 3–5 recurring themes that every post on an account should map to.

Definition

Pillars are the strategic categories a brand publishes against — for example: education, customer story, product, culture. Every post fits one pillar. Rotation across pillars prevents the account from feeling one-note.

How to use it

Pick 3–5 pillars per brand. Rotate least-recently-used. Track pillar mix monthly.

Common mistakes

  • 10+ pillars — no rotation, no rhythm
  • All pillars are variations of "promote our product"
  • Never revisiting the pillar list as the brand evolves