Knowledge base · Content & creative

Content pillar

A content pillar is a fixed theme you create content under, so your story stays recognisable.

Without pillars a channel becomes a pile of loose posts. With three or four pillars, for example the craft, the people, the product and the customer, your audience knows what to expect.

Pillars also simplify planning. You are not inventing something new every week, you are feeding existing lines with what is happening that month.

Each pillar should have its own purpose. Reach, trust and sales call for different material and different yardsticks.

How we do it

We fix pillars in a content plan and produce them with our own photographers and film makers.

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Related terms

UGC

UGC is user generated content: imagery and video that look like a real user made them, rather than a brand.

Topical authority

Topical authority is the standing you build by covering a subject completely and consistently.

Social commerce

Social commerce is selling inside social platforms themselves, from shop tabs to ads where you check out directly.

Curious what this means for your brand?

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