Content pillars are the three to five fixed topics a brand posts about on a recurring basis, chosen because they connect what it sells with what its ideal customer cares about.
Examples
For a dental clinic: prevention and habits, cases and results, the team and the care you get, and seasonal promotions. For an accounting firm: tax news explained, common mistakes, client stories, and how we work.
How you use them
Every post in the editorial calendar belongs to a pillar. Spreading the pillars across the month avoids three straight weeks of promotion or of “behind the scenes”. ōrbita rotates the pillars, the messages and the calls to action of the communication strategy in every monthly batch of proposals.
Also known as: content themes, content pillars, content topics.