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- Pillars: filled example (CSV) · blank (CSV)
- Post ideas bank: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A pillars sheet: name, what it covers, why customers care, two example posts, formats and share of posts.
- A post ideas bank with three ideas per pillar, each with a format and an opening line.
- A filled example for Muddy Paws Grooming, a fictional dog grooming salon.
- Blank CSV copies of both sheets.
How to use it
- List the questions customers ask you most, the things you are proud of, and what you need to sell. Pillars usually sit where those overlap.
- Group your list into four or five themes. Give each a short name you will remember.
- Write one sentence on what each pillar covers and one on why a customer would care.
- Add two example posts per pillar. If you cannot think of two, the pillar is too narrow.
- Decide the share of posts for each pillar. Keep selling posts to a small share so the feed is not all asks.
- Fill the ideas bank, then use it when you plan your content calendar.
Preview: Pillars
A filled example for a made-up small business.
| Pillar | What it covers | Why customers care | Example post 1 | Example post 2 | Best formats | Share of posts |
|---|---|---|---|---|---|---|
| Before and after | Finished grooms, with the dog's name if the owner agrees. | Shows the standard of work before anyone books. | Matted spaniel to smooth coat, side by side. | A nervous rescue's first full groom. | Carousel, Reel | 30% |
| Coat care at home | Brushing, bathing and drying tips owners can do themselves. | Saves them time and money between visits, and builds trust. | Which brush for which coat, in one carousel. | How to check for mats behind the ears. | Carousel, Reel | 25% |
| Calm grooming | How we handle anxious, older and first-time dogs. | Nervous owners' biggest worry is whether their dog will be OK. | What a puppy's first visit looks like, step by step. | Why we never rush an older dog. | Reel, Stories | 20% |
| Salon life | The team, the regulars, the funny moments. | People book with people they feel they know. | Meet the groomer: favourite breed, years trimming. | Saturday morning in 15 seconds. | Stories, Reel, single photo | 15% |
| Book a groom | Availability, prices, packages and gift vouchers. | Tells ready customers exactly how to book. | Three slots left next week, prices included. | Puppy intro package explained. | Single image, Stories | 10% |
| Total | Five pillars | n/a | n/a | n/a | n/a | 100% |
Preview: Post ideas bank
A filled example for a made-up small business, first 8 of 15 rows.
| Pillar | Post idea | Format | Opening line | Evergreen or timely |
|---|---|---|---|---|
| Before and after | Doodle de-matting, three stages | Carousel | This took two hours and a lot of patience. | Evergreen |
| Before and after | Breed-standard trim versus pet trim | Carousel | Same breed, two very different haircuts. | Evergreen |
| Before and after | Summer short trim reveal | Reel | Ready for the heat. | Timely: summer |
| Coat care at home | Drying after a muddy walk | Reel | Towel first, then this. | Timely: winter |
| Coat care at home | Brushing order: start here, finish here | Carousel | Most people start in the wrong place. | Evergreen |
| Coat care at home | Nail check between visits | Single image | Can you hear them on the kitchen floor? | Evergreen |
| Calm grooming | First visit for puppies | Reel | No clippers on day one. Here's why. | Evergreen |
| Calm grooming | Fireworks season and anxious dogs | Carousel | If your dog hates loud bangs, read this. | Timely: autumn |
Tips
- Four or five pillars is plenty. Fewer gets repetitive; more gets hard to keep in balance.
- Make at least one pillar purely useful to customers, with no sale attached. It is the post people save and share.
- Name pillars in your own words so anyone posting for you knows what fits.
- Check the balance monthly against your calendar, not post by post.
- In Zolyp you can hand a pillar to Autopilot once you trust it, and keep reviewing the rest.
Common questions
What are content pillars?
Content pillars are the few recurring topics a brand posts about. They keep a feed focused, make planning faster and help followers know what to expect from you.
How many content pillars should a small business have?
Three to five is a common range. Enough to give variety, few enough that each one appears regularly and you can keep track of the balance.
How do I choose content pillars?
Start from the questions customers ask, the results you can show, what makes your business different and what you need to sell. Group those into themes and test them for a month.
Should every pillar sell something?
No. Most pillars should be useful or interesting in their own right. Keep direct selling to one pillar and a small share of posts.
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