Content Pillar Strategy

---
name: content-pillar-strategy
description: "Designs a content pillar framework with 3-5 core pillars, sub-topics, and a 90-day content mapping plan. Use when building a structured content strategy from scratch or overhauling an unfocused one."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Content Pillar Strategy

## When to Use This Skill

Use this skill when you need to:
- Define 3-5 core content pillars for a brand or business
- Map sub-topics under each pillar for consistent content creation
- Build a 90-day content calendar tied to strategic pillars
- Organize a scattered content approach into a focused system

**DO NOT** use this skill for writing individual content pieces, social media calendars (use social-media-calendar skill), or SEO keyword research. This is for high-level content strategy architecture.

---

## Core Principle

CONTENT PILLARS EXIST TO MAKE CONTENT DECISIONS FASTER — IF EVERY PIECE OF CONTENT YOU CREATE DOES NOT FIT INTO A PILLAR, THE STRATEGY IS BROKEN.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Business / brand** | "What does your business do and who do you serve?" | No default — must be provided |
| **Content goal** | "What is the business goal of your content? Leads, brand awareness, sales, community?" | Lead generation |
| **Current content** | "What content are you already producing? What's working and what's not?" | Starting from scratch |
| **Audience** | "Describe your ideal reader/viewer in detail." | Solopreneurs and small business owners |
| **Platforms** | "Where do you publish? Blog, social, email, podcast, YouTube?" | Blog + 1 social platform |
| **Publishing capacity** | "How many pieces of content can you realistically produce per week?" | 3 pieces per week |

**GATE: Confirm brief before building pillar framework.**

---

## Phase 2: Outline

### Pillar Framework Structure

```
## Content Pillar Framework

**Pillar 1:** [Name] — [One-sentence description]
  - Sub-topic A
  - Sub-topic B
  - Sub-topic C
  - Sub-topic D

**Pillar 2:** [Name] — [One-sentence description]
  - Sub-topic A
  - Sub-topic B
  ...

**Pillar 3:** [Name] — [One-sentence description]
  ...

**Content mix ratio:** [e.g., 40% Pillar 1 / 30% Pillar 2 / 30% Pillar 3]
```

### Pillar Selection Criteria

Each pillar must pass all three tests:
1. **Audience demand** — your audience actively searches for or engages with this topic
2. **Business alignment** — content in this pillar moves readers closer to your product/service
3. **Creator authority** — you have genuine expertise or experience to share on this topic

**GATE: Present pillars and sub-topics for approval before building the 90-day plan.**

---

## Phase 3: Write

### Deliverable 1: Pillar Deep-Dive

For each pillar, provide:

```
## Pillar [N]: [Name]

**Description:** [2-3 sentence explanation of what this pillar covers and why it matters]
**Audience question it answers:** "[Specific question your audience has]"
**Business connection:** [How this pillar leads toward your product/service]

### Sub-Topics (8-12 per pillar)
1. [Sub-topic] — [content format suggestion: blog, video, carousel, etc.]
2. [Sub-topic] — [content format suggestion]
...

### Sample Content Ideas (3 per pillar)
- "[Specific headline or title]" — [format] — [which platform]
- "[Specific headline or title]" — [format] — [which platform]
- "[Specific headline or title]" — [format] — [which platform]
```

### Deliverable 2: 90-Day Content Map

Build a week-by-week content plan for 12 weeks:

```
## 90-Day Content Map

### Week 1
- [Day]: [Pillar] — "[Content title]" — [Format] — [Platform]
- [Day]: [Pillar] — "[Content title]" — [Format] — [Platform]
- [Day]: [Pillar] — "[Content title]" — [Format] — [Platform]

### Week 2
...
```

### Content Map Rules

| Rule | Detail |
|------|--------|
| **Pillar rotation** | No single pillar dominates more than 2 consecutive pieces |
| **Format variety** | Mix formats within each pillar (blog, social, email, video) |
| **Cornerstone content** | Each pillar gets 1 long-form cornerstone piece in the first 30 days |
| **Repurposing** | Mark 1-2 pieces per week that can be repurposed into another format |
| **Capacity check** | Do not exceed the user's stated publishing capacity |

### Deliverable 3: Content Decision Filter

Provide a simple test for evaluating future content ideas:

```
## Content Decision Filter

Before creating any piece of content, it must pass these 3 questions:

1. Which pillar does this belong to? (If none → don't create it)
2. What action does this move the reader toward? (If none → don't create it)
3. Can I produce this at quality within my current capacity? (If no → table it)
```

---

## Phase 4: Polish

### 1. Strategy Checklist

```
## Content Pillar Strategy Checklist

- [ ] 3-5 pillars defined with clear descriptions
- [ ] Each pillar passes the demand + alignment + authority test
- [ ] 8-12 sub-topics per pillar
- [ ] Content mix ratio defined
- [ ] 90-day content map is complete (12 weeks)
- [ ] Content does not exceed stated publishing capacity
- [ ] Each pillar has 1 cornerstone piece in the first 30 days
- [ ] Repurposing opportunities are flagged
- [ ] Content decision filter is included
- [ ] Strategy is specific to the user's platforms and audience
```

### 2. Measurement Framework

Suggest KPIs for each pillar:
- Traffic metrics (views, sessions)
- Engagement metrics (shares, saves, comments)
- Conversion metrics (leads, sign-ups, sales attributed)

---

## Example: Content Pillars for a Freelance Business Coach

```
Pillar 1: Getting Clients (40%)
- Sub-topics: cold outreach, referrals, LinkedIn, proposals, pricing
- Cornerstone: "The Complete Guide to Landing Your First 10 Clients"

Pillar 2: Doing the Work (30%)
- Sub-topics: project management, client communication, scope creep, tools
- Cornerstone: "How I Manage 5 Client Projects Without a Team"

Pillar 3: Building the Business (30%)
- Sub-topics: pricing, finances, scaling, hiring, systems
- Cornerstone: "From Freelancer to Agency: The Decision Framework"
```

---

## Anti-Patterns

- **Too many pillars** — more than 5 pillars means you lack focus. If everything is a pillar, nothing is.
- **Pillars with no business connection** — content that entertains but never leads to revenue is a hobby, not a strategy.
- **Overlapping sub-topics** — if the same article could fit under 2 pillars, your pillars are not distinct enough. Redraw the boundaries.
- **90-day plan that ignores capacity** — planning 5 pieces per week when the user can produce 2 sets them up to fail. Match the plan to reality.
- **No cornerstone content** — pillars without a flagship piece lack an anchor. Build the cornerstone first.

---

## Recovery

- **Cannot pick pillars:** List 10 topic ideas they have energy for. Group them into clusters. The clusters become pillars.
- **Too many sub-topics:** Prioritize by audience demand. The top 8-10 per pillar go in the plan; the rest go in a backlog.
- **Capacity is 1 post per week:** Reduce to 3 pillars, rotate weekly, and focus on long-form cornerstone pieces that can be repurposed.
- **Existing content is all over the place:** Audit what exists, tag each piece to a proposed pillar, and identify which pillar is most underserved.
- **Pillar feels forced:** Drop it. Better to have 3 strong pillars than 5 where 2 feel like obligations.