Content pillars, with examples
The three to five topics your brand always posts about, how to pick them, and how they keep a daily calendar full.
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The short answer
Content pillars are the three to five core topics a brand posts about again and again, each tied to what its audience wants and what the brand sells. Every post belongs to one pillar, which keeps the feed recognisable and makes deciding what to post a matter of picking a pillar and a format, not starting from nothing.
Updated
Pillar examples
Education
Teach the thing your buyers need to know before they buy: how-tos, myths, mistakes.
Proof
Results, before and after, customer stories, numbers you can stand behind.
Story
Why you started, how the work gets done, the people behind it.
Community
Questions answered, replies to comments, what your audience is talking about.
Offer
What you sell and how to start. Keep it to a small share so the feed does not read as an ad.
What sits on the pillars
Diagram with an example: a home fitness coach. The pillars are illustrative, not a rule.
Choose yours, step by step
- 01
Start from the buyer
List the questions, doubts and goals your customers bring up. Group them.
- 02
Keep three to five groups
Fewer gets repetitive; more and none of them sticks.
- 03
Tie each to what you sell
If a pillar never leads anyone towards your product, it is a hobby, not a pillar.
- 04
Give each pillar formats
Two or three formats per pillar that already hold viewers in your market.
- 05
Balance the week
Rotate pillars across days in your content calendar, then shift the mix towards the ones that perform.
Read next
Your questions, answered
Short answers to what people ask next.
The three to five core topics a brand posts about repeatedly. Each post belongs to one, which keeps the feed recognisable and planning simple.
Three to five. Fewer and the feed repeats itself; more and none of the topics becomes what you are known for.
Common ones are education, proof, story, community and offer. A home fitness coach might use quick workouts, food without fuss, client wins and behind the scenes.
Usually nothing: both mean the recurring topic groups a brand posts about. Some teams use buckets for formats instead, such as tips, memes or testimonials.
Percify reads your brand from your website and deals daily post ideas around what your audience cares about, built on formats that already performed in your market. You approve what fits; it posts those.