How to build a social media content pillar worksheet
Use a pillar as a recurring group of real audience questions. For each question, identify the complete answer, the material needed and the next useful action. A label such as 'education' is too broad until it tells the team what to make.
Your working document
Example: an online clothing shop
| Pillar | Distinct question | Useful output | Reader action |
|---|---|---|---|
| Product choice | How is this garment measured? | Original measurement demonstration using the size chart's method | Compare with their own garment |
| Product choice | What is included in this set? | Complete contents view with styling items separated | Understand the purchase |
| Ordering | When does an in-stock order dispatch? | Verified dispatch explanation and maintained policy route | Check fulfilment conditions |
| Ordering | Where do I ask about an existing order? | Correct private support route | Use the appropriate contact action |
Build the worksheet
Collect questions
Use genuine recurring questions and the decisions behind them. Do not copy private messages or create a theme merely because another account uses it.
Separate overlapping answers
Combine questions that need the same answer. Keep a separate row when a new decision requires different evidence or material.
Name the output
Choose a demonstration, table, worksheet, explanation or copy example that completes the task. The format follows the question.
Assign the work
Record who supplies facts, creates the asset and reviews it. Keep the plan within the team's actual production capacity.
Review the pillars
The clothing-shop example is a planning illustration. Another business needs its own questions and facts, not just a changed industry name in the same list.
Use feedback to deepen a pillar. A measurement post may lead to a question about the method or a different size; answer that specific next question rather than repeating the original post with a new heading.