Pillars are the few themes every post belongs to. With them set, an empty slot in your calendar tells you what to make next. This sheet walks through five common pillars with a goal, a share of your posts and three starting ideas each.
What's inside
One row per pillar with what it's for, the share of posts it should get, three post ideas, the formats that suit it and the call to action that fits. The first 6 of 6 rows:
| pillar | goal | share_of_posts | idea_1 | idea_2 | idea_3 | best_formats | call_to_action |
|---|---|---|---|---|---|---|---|
| Teach | Show you know your field and give people a reason to follow | 30% | Common mistakes and the fix | A how-to in five steps | Myths versus facts | Carousel, short video | Save this post |
| Proof | Show results so buying feels safe | 20% | A customer quote | A before and after | A number from this month | Quote card, photo | Book or shop now |
| Behind the scenes | Make people trust the humans behind the brand | 20% | Meet the team | How it's made | A day in the studio | Photo, short video | Ask us anything |
| Conversation | Start conversations: comments and replies are ranking signals on Instagram | 15% | A this-or-that poll | A question about their week | Settle a friendly debate | Poll, question | Comment below |
| Offer | Turn attention into sales and bookings | 15% | A new product or service | A limited-time offer | Last spots this month | Photo, short video | Tap the link in bio |
| Your pillar |
How to use it
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- Download the sheet and keep the pillars that fit your business, then rename them in your own words
- Set a share for each so the column adds up to 100%
- Write three ideas per pillar. If you can't, the pillar is too narrow
- Use the shares to fill your calendar: with seven posts a week, a 30% pillar gets two
Tips
- Four or five pillars is enough. More than that and the feed stops feeling like one brand.
- Keep Offer under a fifth of your posts. People follow for the other four.
- Add your pillars as topics in AeroReply's Autopilot so the AI drafts across all of them.
Where to go next
- 30-day content calendar already uses these five pillars.
- Set up AI Autopilot to draft a week of posts from your pillars.
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