Content pillars: how to decide what to post every week

Choose three to five themes that sit where what you know meets what your audience needs. Make each one a campaign in SPREVA with its own colour, give every post its pillar, and spread them through the week with a queue. Once a month, filter Analytics by each campaign and give more room to the pillar that works.

A content pillar is a theme your account comes back to again and again: your craft, your customers' problems, your behind the scenes, your opinions. Each post belongs to one.

Pillars do two jobs. They make Monday easier, because the question is no longer what to post but which pillar is next. And they make you recognisable, because people learn what they get when they follow you.

Good pillars sit where two lists meet: what you can talk about better than anyone, and what your audience keeps asking. Start from:

• The questions customers ask you most, by email, in comments, on the phone.
• What you do that others do not see: the process, the people, the mistakes.
• What you believe about your field that not everyone agrees with.
• What your best posts had in common, from your own numbers.

A few examples to start from:

1. 1

   Open Campaigns and make one campaign per pillar, each with its own Colour, such as How-to in blue and Behind the scenes in orange.

2. 2

   When you write a post, choose its pillar under Campaign. A post belongs to one at a time.

3. 3

   Add the posts to a queue. In the calendar, the colours show at a glance whether one pillar is taking over the week.

4. 4

   Keep a few drafts ready for each pillar, so a gap in the week is filled from the right one.

There is no correct ratio. Start with an even rotation, one pillar a day, and let the numbers change it. Most accounts end up giving more room to what teaches or shows, and less to what sells, without dropping either: the selling posts work because the others earned attention first.

Because every post carries its pillar as a campaign, Analytics can answer the question directly: filter by one campaign, then the next, over the same month, and compare reach, engagement rate and clicks. Or ask an AI agent connected to SPREVA:

Give a pillar two months before you judge it. If it keeps finishing last and you have run out of things to say in it, replace it with the question your audience asked most since you started. Pillars are a habit, not a contract.

Write down four pillars, make each a campaign with its colour, and queue next week with one post from each. Every plan starts with a 7-day trial. How to plan a month of social media in a content calendar.