content-pillars

# Content Pillars Content pillars are the few recurring **themes** a brand returns to — the strategic layer between *who the brand is* (`brand-profile`) and *what it posts this week* (`batch-content-plan`). 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-the-scenes* is a format/treatment. A real pillar is a subject area like > "payroll without a specialist" or "the craft of coffee, demystified." Get this distinction > right and everything downstream gets sharper. See `references/what-makes-a-pillar.md`. ## When to use this - After `brand-profile`, before planning content at any scale. - When the user doesn't know "what to post about," or their feed feels random. - When `batch-content-plan` needs pillars and none are defined. **When NOT to use this:** if a current `content-pillars.md` exists, load it, summarize it, and move on unless the user wants to revisit it. ## Step 0 — Read the foundation first Load `brand-profile.md` (and `voice.md`). Pillars are *derived from strategy* — positioning, point of view, audience, proof, offers — not brainstormed from thin air. If there's no b...