Your Social Strategy Called — It Wants More Than Pillars

TL;DR: Content pillars aren’t dead, but the old way of using them might be. Social strategy today needs flexibility, not rigid buckets. Instead of pillars, try content territories, remix systems, audience-first storytelling, moment-led content, and recurring formats. Organize your strategy around what works—not just what fits in a deck. ___________________________________________________________ Hot take: maybe content pillars aren’t dead—but they’re definitely not thriving.

Look, I get why we loved them. Clean little buckets: educational, inspirational, promotional, personal. Super digestible. Great for decks.

I’ve built entire calendars off of content pillars. Once mapped 3 months of content from a single strategy doc. Was it color-coded? Yes. Did it eventually combust? Also yes.

Because here’s the thing no one really says out loud: the internet isn’t operating in buckets anymore.

Platforms are weird. People are weirder. Social is a real-time, reactive beast that does not care if this week is “brand story week.” It cares if you’re interesting. Relevant. Useful. Funny. Bold. Real.

So… what now?

If you’re still clinging to pillars like a lifeboat, you’re probably missing out on creative risks that could actually move the needle.

So let’s toss out the rulebook and look at what actually works:

1. Content Territories Instead of Content Pillars

Same idea, better vibes. Think bigger and blurrier. Instead of “educational” as a pillar, try a territory like: “What we know and why it matters.” Now you’ve got room for thought leadership, tutorials, data drops, even spicy takes. More flexible, less boxed in.

2. Anchor Content + Remix System

Create one solid piece—like a blog, video, or podcast—and break it into snackable, platform-native pieces.I once spun one blog into 42 posts (and yes, my laptop barely made it).This system isn’t new, but it works if your remix game is strong. Plus, it's ideal for keeping strategy clean while leaving room for creativity.

3. Audience-First Storytelling

Ditch the categories. Instead, ask: what’s my audience actually dealing with right now? Then tell stories around that. This framework makes space for messier, more real content. Not “here’s our 3rd inspirational quote this week,” but “here’s something that might make your day 10% better.”

4. Moment-Led or Cultural Pulse Strategy

Some of the best-performing content isn’t planned two months out. It’s reactive. Fast. Timely. Keep 70% of your calendar stable if you want—but give 30% to the wild.Memes, trends, real-time reactions, hot takes.And if you’re nervous about this? Set guardrails (brand voice, tone, values) and trust your team.

5. Series + Formats Over Pillars

Instead of organizing by type of content, organize by format or recurring series.

Example:

• “Founder Fridays”

• “Myth vs. Fact”

• “Things We’d Never Do Again” (a crowd-pleaser tbh)Formats create expectations. Expectations create loyalty. And you can rotate them in and out depending on what’s resonating.
  

  
  

So, are content pillars dead?

Nah. But they might be outdated if you’re using them the same way you did in 2019.Today’s best strategies flex. They leave room for experimentation. They’re organized—but not rigid.

My advice? Keep the parts that work for your brand, scrap the rest. Don’t be afraid to build frameworks that actually reflect how content works now.

And if your content calendar needs to be burned down and rebuilt from scratch?

Been there. 10/10 would recommend.