Basic · Lesson 3 of 8
Content pillars you can post about for a year
By the end you will
Choose three to five themes that keep you consistent without repeating yourself.
What a pillar is
A pillar is a theme you can return to again and again: a problem you solve, a skill you teach, a belief you hold, or the story of how you work. Pillars stop you from starting every week with a blank page.
A simple set to start with
Most accounts do well with a mix like: Teach (how to do something your audience wants), Prove (results, examples, behind the scenes), Believe (your opinions and why), and Invite (your offer, events, a clear next step). Keep the Invite pillar small; the others earn it.
Test a pillar before you commit
If you cannot list ten post ideas for a pillar in five minutes, it is too narrow. If any post could fit in it, it is too broad.
Before
Pillars: "Marketing", "Business", "Tips".
After
Pillars for a bookkeeping firm: "Avoiding tax-time panic", "Cash flow for small shops", "What we see in real books", "Why we do things the boring way".
Concrete pillars make the ideas obvious.
Common mistakes
- Pillars so broad they give no direction.
- Every pillar being about your product.
- Changing pillars every month.
Checklist
- I have three to five named pillars.
- I can list ten ideas for each.
- Only one pillar is about selling.
Do it in MediaShark
Add your pillars in Brand Brain, then write one post for each pillar in Studio.
Check your understanding