Content Pillars
Content Pillars — Miles Mortensen (ISOM)
Audience-segmented content pillars plus per-channel strategy. Defines what the client posts about and where, broken into pillars that map to the avatar and to specific buyer-funnel functions.
Purpose
Stops content from being random. Each piece of content gets categorised against a pillar before it's made, so the mix across the feed is intentional. Channels each get their own strategy because IG / TikTok / FB / YouTube / Substack reward different things.
How to populate
Sources to mine:
- Avatars (Section 7 Language & Voice, Section 8 Personas → drives the pillar content types)
- Craft Offer (each offer needs content pillars that pre-sell it)
- Competitors Offerings (where competitors over-index, under-index)
- Client's existing content performance data (saves, shares, completion rates per topic)
What good looks like: 3-8 pillars total across the client's content. Each pillar has named content types, "why it works" rationale, and the buyer pillar / persona it serves. Channel strategy specifies the pillar mix per platform.
Update: per campaign. Refresh when content performance data tells you which pillars are landing and which aren't.
Section A: Audience Pillars
Pillar 1 — [NAME]
Description: [TO POPULATE]
| # | Content Type | Why it works |
|---|---|---|
| 1 | [TO POPULATE] | |
| 2 |
Pillar 2 — [NAME]
Description: [TO POPULATE]
| # | Content Type | Why it works |
|---|---|---|
| 1 | [TO POPULATE] |
[Add pillars as needed. 3-8 total is the right range.]
Section B: Channel Strategy
| Field | Detail |
|---|---|
| Function | [TO POPULATE] |
| Primary audience | [TO POPULATE] |
| Pillar mix (%) | [TO POPULATE] |
| Primary pillars | [TO POPULATE] |
| Format | [TO POPULATE] |
| Why it works for this client | [TO POPULATE] |
| Competitive gap | [TO POPULATE] |
| Ad layer | [TO POPULATE] |
TikTok
[Same fields. Skip if not a priority channel.]
[Same fields.]
YouTube
[Same fields.]
Email / Newsletter
[Same fields.]
Substack / Long-form
[Same fields.]
Section C: Production Model — One Idea Atomised
A worked example: one filming day or one core idea, broken into per-platform adaptations. This is how the content schedule works without a full production team.
Topic: [TO POPULATE]
| Platform | Adaptation |
|---|---|
| TikTok | [TO POPULATE] |
| Instagram Reels | |
| Instagram Carousel | |
| Instagram Story | |
| YouTube | |
Related
- Dossier Index
- Avatars
- Craft Offer
- Content Topics & Angles — pulls from pillars
- Angles & Formats
- Top Performers Ad Analysis — references for ad creative