Content pillars are the three to five themes every post belongs to. They stop blank-page panic and keep your feed balanced.
Step 1: List what customers ask you
Write down the ten questions you hear most often, in DMs, at the counter or on calls. These are proven topics people already care about.
Step 2: Group them
Cluster the questions into three or four buckets. Typical pillars for a local business:
- Tips and how-tos: teach something useful.
- Behind the scenes: show the people and the process.
- Customer stories: let results speak.
- Offers: launches, events and promotions.
Step 3: Check the mix
As a rule of thumb, keep selling posts to about one in five. The rest earn the attention that makes the offer land.
Step 4: Write five ideas per pillar
If a pillar can't produce five ideas in ten minutes, it is too narrow. Merge it with another.
Put them to work
Tag every post with its pillar in your planner. An empty week then tells you exactly what is missing.
Frequently asked questions
How many pillars should I have?
Three suits most small teams. Five is the upper limit for most brands.
Can pillars change?
Yes. Review them each quarter. Drop the weakest, but keep a pillar that brings enquiries even if its reach is lower.
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