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A content pillar is a recurring theme your social posts rotate through. Pillars keep your feed balanced, stop you from over-promoting, and build topic authority over time.
Before you start: have at least one social account connected. See Social Posts if you haven’t linked LinkedIn, Twitter, or Facebook yet.

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Why Pillars Matter

Without pillars, content calendars tend to drift. You post a promo, then a meme, then three product updates in a row, then go silent for a week. Pillars force a rhythm. Typical SaaS mix:
  • 40% educational tips — how-tos, quick wins, frameworks
  • 25% customer stories — case studies, testimonials, wins
  • 20% product updates — launches, features, roadmap
  • 15% behind-the-scenes — team, culture, process
Yours will differ. Pick what fits your brand, but commit to a mix.

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Create Your Pillars

1

Open Pillars

Go to Marketing > Social > Pillars in your project.
2

Click + New Pillar

A form appears with the fields below.
3

Fill in the pillar details

  • Name — short and memorable (e.g., Customer Stories)
  • Description — optional internal note. Useful when a teammate asks “what counts as this pillar?”
  • Color / icon — shows up as a tag on the calendar. Pick something visually distinct from your other pillars.
  • Target frequency — how often you want to post to this pillar (e.g., 1 per week). Used in the Pillar Balance chart to flag under/over-weighted pillars.
4

Save

Click Save. Repeat for each pillar. Most teams land on 3–5.
Start with 3–5 pillars max. More than that dilutes your brand and is hard to maintain — you’ll end up ignoring half of them.

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Assign Posts to Pillars

Every time you create a social post, pick a pillar from the dropdown.
1

Create or edit a post

Marketing > Social > New Post. The post editor opens.
2

Pick a pillar

In the right sidebar, there’s a Pillar dropdown. Select one.
3

Save

The post is tagged. It’ll show up color-coded on the calendar view.
Posts created by the AI or generated in bulk can be tagged with a pillar via the same dropdown. Ask the AI: “Schedule three customer-story posts this week” — it’ll assign the right pillar automatically if the pillar name is unambiguous.

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View the Calendar

Marketing > Social > Calendar shows every scheduled post color-coded by pillar. At a glance you can see:
  • If you’re posting too much of one pillar (wall of one color)
  • If you’re neglecting a pillar (a color you haven’t seen in weeks)
  • Gaps in your schedule (empty days)
Click any post in the calendar to edit or re-assign its pillar.

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Review Your Balance

Marketing > Social > Analytics > Pillar Balance charts actual posts vs. your target frequency over the last 4/12/26 weeks. Typical patterns:
  • Promotional pillars over-index. Teams unconsciously lean toward product posts. Pillars with under-delivery are usually educational or behind-the-scenes.
  • Customer stories under-deliver. They require coordinating with real customers, so they fall off the calendar. Solution: batch-interview quarterly and bank content.
  • Trend posts spike then vanish. If “Industry News” is a pillar, automate it — set up a workflow that drafts a post whenever an RSS feed updates, for you to review.

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Example: Agency Pillar Set

For a marketing agency, one way to carve up your content:
  1. Client Wins — case studies, results, before/after (1/week)
  2. Frameworks — the how of what you do (2/week)
  3. Industry Commentary — hot takes on news (1/week)
  4. Team & Culture — behind the scenes (1 every 2 weeks)
This gives you ~5 posts/week with a mix that positions the agency as both an authority and a human team.

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Test It

1

Create a test post

Make a post tagged with one of your new pillars. Set the schedule for later today or tomorrow.
2

Open the calendar

Confirm the post appears in the pillar’s color.
3

Try filtering

In the calendar header, click the pillar name to filter. Only posts of that pillar should be visible. Click again to clear.
4

Check analytics

Marketing > Social > Analytics > Pillar Balance. Your new post should reflect in the “this week” column for that pillar.

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Troubleshooting

The Pillars feature is available on paid plans. Check Settings > Plan — if Social is included in your tier, Pillars should show up under Marketing > Social. If you’re on a trial, ask support to enable it.
The most common reason is an empty name field. The Name field is required; Description and frequency are optional. Also check for duplicate names — each pillar must be unique within the project.
Pick colors with enough contrast — avoid three shades of blue. If you’re colorblind, use the icon as your primary differentiator. You can edit a pillar’s color/icon any time and it updates across all historical posts.
Check the top of the calendar for an active filter chip — sometimes a previous filter is still applied. Click Clear all filters and try again. If filters still don’t respond, refresh the page.
Trim. Aim for 3–5 pillars maximum. If a post doesn’t obviously fit one, either the pillar set is too narrow (add a broader catch-all) or too granular (merge overlapping ones).

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What’s Next?

Social Posts

Schedule, publish, and analyze posts across networks

Blog to LinkedIn

Auto-tag cross-posted blog content with a pillar

Customer Journey

Map pillars to buyer journey stages