Content pillar

A content pillar is one of the few subjects an account keeps coming back to. A founder might have three: the product decisions behind their company, what they have learned about hiring, and the mistakes they would not repeat. Most posts belong to one of them, which is what lets a reader describe the account in a sentence.

Pillars are not topics chosen for reach. A good pillar is something you know from the inside and can write about for a year without running out of material, and something your intended audience actually wants to read about. When a pillar fails one of those two tests it tends to show within a few weeks: either the posts get thin, or nobody engages with them.

Pillars belong to a presence, not to a person. Your personal profile and your company page can share a pillar, but they usually should not share all of them. The guide to choosing pillars goes through how to pick and test them.