Content pillars are the thematic areas around which a company builds its communication. They solve the most common problem of company profiles – content is created based on whatever has just happened, so the profile appears random and followers do not know what to expect from it. Three to five pillars are usually enough, for example expertise and advice, people and behind-the-scenes of the company, results and references, and news and products. For each pillar it is determined what share of the content it makes up and which formats belong to it. The benefit is practical: planning changes from inventing to filling in, content becomes balanced, and it does not turn into a series of sales posts. Derive the pillars from what interests your customers, not from what is easy for you to write about, and reassess them once every six months.
See also: Editorial calendar, Posting frequency, Social media in B2B.
