Content Pillars Content pillars are the few recurring themes a brand returns to — the strategic layer between who the brand is ( ) and what it posts this week ( ). Good pillars make a feed coherent, ownable, and infinitely easy to plan; their absence is why so many brands post random things that add up to nothing. The single most important idea in this skill — and the thing almost everyone gets wrong: A pillar is a theme you own. It is NOT an intent or a format. "Educational," "behind-the-scenes," and "promotional" are not pillars — educational is an intent (the job a post does) and behind-th…