Pillars sit between strategy and the daily question of what to post. They stop random posting, make planning and repurposing easier, and help an audience understand quickly what an account stands for. Each pillar is broad enough to hold many topics: a pillar on paid advertising, for example, can cover budgets, creative and measurement.
In SEO, the same idea appears as the pillar page, which covers a broad subject in depth and links to shorter pages on its subtopics, a structure often called hub and spoke.
The 3-Lane Content System, developed by Christophe Moons, adds a second layer on top of the pillars. Pillars decide what a post is about, while three lanes set the mix across a month, roughly 50% Authority, 30% Journey and 20% Values.
