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Content pillars are the handful of themes every post belongs to. They stop you reinventing your strategy every Monday, and they make your account recognisable: people know what they will get when they follow you.
Start from your best posts, not a brainstorm
Open your last three months and sort your top ten posts by what they were about. The themes that repeat are your pillars. A bakery might land on behind the scenes, new bakes, customer moments and local events.
Three to five is the sweet spot
Fewer than three and you repeat yourself; more than five and you are back to random posting. Give each pillar a short description and two or three example formats.
Try it in AeroReplyPlan and schedule a month in one sittingBuild your calendar, draft posts with AI and publish to every channel from one place.Start freeSee scheduling
Rotate them on the calendar
Assign pillars to days or weeks so the mix stays balanced. When a trend shows up, ask which pillar it fits before you jump on it.
Review every quarter
- Drop the pillar with the weakest results.
- Keep the one that brings enquiries, even if its reach is lower.
- Try one new angle inside an existing pillar before adding a new pillar.
