Content Pillars

Content pillars are the few recurring themes a brand returns to — the strategic layer between who the brand is (brand-profile) and what it posts this week (batch-content-plan). Good pillars make a feed coherent, ownable, and infinitely easy to plan; their absence is why so many brands post random things that add up to nothing.

The single most important idea in this skill — and the thing almost everyone gets wrong:

A pillar is a theme you own. It is NOT an intent or a format. "Educational," "behind-the-scenes," and "promotional" are not pillars — educational is an intent (the job a post does) and behind-the-scenes is a format/treatment. A real pillar is a subject area like "payroll without a specialist" or "the craft of coffee, demystified." Get this distinction right and everything downstream gets sharper. See references/what-makes-a-pillar.md.