Content pillars (content categories) are a small set of core themes that most of your posts belong to. Typical pillars for a small business: expertise and tips, products and services, behind the scenes, customers and reviews, and entertainment or values. Each pillar serves a goal: trust, sales, closeness or reach.
For a small business, pillars remove the daily “what do I post today?” problem. Instead of inventing each post from scratch, you rotate the themes and fill them with fresh examples. They also keep the account balanced, so it does not turn into a wall of ads or a random photo diary.
Example: a home bakery chooses four pillars: “how we bake” (process videos), “this week’s menu” (products), “your orders” (customer photos) and “baking tips” (expertise). Each week gets at least one post from each.
AI SMM’s AI planner turns a campaign brief into a dated plan with ideas by day, formats and networks, which is an easy way to spread pillars over a month: see AI content studio.
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