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content-pillars

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Translation

Chinese

Content Pillars

内容支柱

Content pillars are the few recurring themes a brand returns to — the strategic layer between who the brand is (
brand-profile
) and what it posts this week (
batch-content-plan
). Good pillars make a feed coherent, ownable, and infinitely easy to plan; their absence is why so many brands post random things that add up to nothing.
The single most important idea in this skill — and the thing almost everyone gets wrong:
A pillar is a theme you own. It is NOT an intent or a format. "Educational," "behind-the-scenes," and "promotional" are not pillars — educational is an intent (the job a post does) and behind-the-scenes is a format/treatment. A real pillar is a subject area like "payroll without a specialist" or "the craft of coffee, demystified." Get this distinction right and everything downstream gets sharper. See 
references/what-makes-a-pillar.md
.
内容支柱是品牌反复围绕的少数主题，是连接「品牌定位（brand-profile）」与「本周发布内容（batch-content-plan）」的战略层。优质的内容支柱能让品牌内容feed连贯、具有专属辨识度，且极易规划；缺乏内容支柱正是许多品牌发布零散内容、无法形成积累的原因。
本技能中最重要、也是几乎所有人都会搞错的核心观点：
内容支柱是品牌专属的主题，而非内容意图或格式。「教育类」「幕后花絮类」「推广类」都不属于内容支柱——教育类是内容意图（内容要实现的作用），幕后花絮类是内容格式/呈现方式。真正的内容支柱是诸如「无需专员的薪资管理」或「咖啡工艺揭秘」这类具体的主题领域。理清这一区别，后续所有工作都会更清晰。详见
references/what-makes-a-pillar.md
。

When to use this

使用时机

  • After 
    brand-profile
    , before planning content at any scale.
  • When the user doesn't know "what to post about," or their feed feels random.
  • When 
    batch-content-plan
    needs pillars and none are defined.
When NOT to use this: if a current 
content-pillars.md
exists, load it, summarize it, and move on unless the user wants to revisit it.
  • 完成
    brand-profile
    之后、进行任何规模的内容规划之前。
  • 当用户不知道「应该发布什么内容」，或其内容feed显得杂乱无章时。
  • 当
    batch-content-plan
    需要内容支柱但尚未定义时。
**请勿使用的场景：**如果已存在当前的
content-pillars.md
文件，请加载并总结该文件，除非用户希望重新审视，否则无需重新生成。

Step 0 — Read the foundation first

步骤0 — 先读取基础文件

Load 
brand-profile.md
(and 
voice.md
). Pillars are derived from strategy — positioning, point of view, audience, proof, offers — not brainstormed from thin air. If there's no brand profile, run 
brand-profile
first; pillars built without it are guesses.
加载
brand-profile.md
（及
voice.md
）。内容支柱是从战略中衍生的——源自定位、观点视角、受众、实证依据、产品服务等，而非凭空头脑风暴。如果没有品牌简介，请先运行
brand-profile
；缺乏品牌简介支撑的内容支柱只是猜测。

Step 1 — Mine the brand profile for raw material

步骤1 — 从品牌简介中挖掘素材

Pull the candidate sources (see 
references/deriving-pillars.md
):
  • Positioning + point of view → the signature pillar (the thing the brand wants to be known for; the hill it will die on).
  • Audience jobs-to-be-done / pains → audience-relevant pillars (their problems, not your features).
  • Proof + expertise → credibility pillars (what the brand can authoritatively teach).
  • The human / brand story → a connection pillar.
  • Offers / product → at most one conversion-linked pillar, used sparingly.
提取候选素材来源（详见
references/deriving-pillars.md
）：
  • 定位 + 观点视角 → 标志性支柱（品牌希望被熟知的核心，是品牌坚守的差异化点）。
  • 受众待完成任务/痛点 → 受众相关支柱（聚焦受众的问题，而非品牌自身的功能）。
  • 实证依据 + 专业能力 → 可信度支柱（品牌能权威传授的领域）。
  • 品牌/创始人故事 → 情感连接支柱。
  • 产品服务/报价 → 最多设置一个转化相关支柱，且需谨慎使用。

Step 2 — Generate candidate pillars

步骤2 — 生成候选支柱

From each source, draft candidate themes. Aim wide first (8–12 candidates), phrased as subjects, not formats — "small-business money mistakes," not "educational posts."
从每个素材来源中草拟候选主题。先广泛发散（8-12个候选），表述为主题领域，而非格式——比如“小企业财务误区”，而非“教育类内容”。

Step 3 — Test and select 3–5

步骤3 — 测试并筛选3-5个支柱

Run each candidate through the pillar test (
references/what-makes-a-pillar.md
):
  1. Ownable — can you say why this brand specifically is credible or distinctive here?
  2. Relevant — does the target audience genuinely care?
  3. Strategic — does it advance a real goal (awareness, trust, conversion)?
  4. Sustainable — can you brainstorm 10+ post ideas from it right now?
Keep the 3–5 strongest. A candidate that fails ownable or sustainable is not a pillar. Fewer, sharper pillars beat more, vaguer ones — a feed with eight themes has none.
将每个候选支柱通过支柱测试（详见
references/what-makes-a-pillar.md
）：
  1. 专属辨识度 — 你能否说明为何只有该品牌在这个主题上具有可信度或差异化？
  2. 受众相关性 — 目标受众是否真正关心这个主题？
  3. 战略价值 — 它是否能推动实际目标（认知度、信任度、转化）？
  4. 可持续性 — 你现在能否从该主题中构思出10+个内容创意？
保留3-5个最符合要求的支柱。如果候选支柱未通过「专属辨识度」或「可持续性」测试，则不能作为内容支柱。少而精的支柱优于多而模糊的支柱——一个包含8个主题的内容feed等于没有核心主题。

Step 4 — Define each pillar

步骤4 — 定义每个支柱

For every selected pillar, capture: a clear name, what it covers, why the brand owns it, who it's for, the goal it serves, 5–8 example angles/sub-topics, and the proof/assets it draws on. This is what makes pillars usable by the planning and content skills. See 
references/pillar-template.md
.
针对每个选中的支柱，记录：清晰的名称、覆盖范围、品牌专属该主题的原因、目标受众、服务的目标、5-8个示例角度/子主题，以及可依托的实证依据/资产。这能让支柱被规划类及内容类技能有效使用。详见
references/pillar-template.md
。

Step 5 — Balance the mix

步骤5 — 平衡支柱组合

A healthy pillar set has:
  • One signature pillar — the differentiator, the brand's distinct POV. Every brand needs one.
  • Supporting pillars — audience problems, credibility, connection.
  • At most one conversion-linked pillar, used as the minority (promotion rides on the value the others create — see the mix logic in 
    batch-content-plan
    ).
Spread the pillars across goals so the brand isn't all-teaching or all-selling.
健康的支柱组合应包含：
  • 1个标志性支柱 — 差异化核心，品牌独特的观点视角。每个品牌都需要一个。
  • 支撑性支柱 — 聚焦受众问题、可信度、情感连接。
  • 最多1个转化相关支柱，且占比为少数（推广内容需依托其他支柱创造的价值——详见
    batch-content-plan
    中的组合逻辑）。
平衡各支柱对应的目标，避免品牌内容全是教学或全是销售。

Step 6 — Write the artifact

步骤6 — 生成成果文件

Produce 
content-pillars.md
using 
references/pillar-template.md
. Summarize it back to the user, flag the signature pillar, and invite one round of edits. 
batch-content-plan
and the content skills will read this on every task.
使用
references/pillar-template.md
生成
content-pillars.md
文件。向用户总结内容，标注标志性支柱，并邀请用户进行一轮编辑。
batch-content-plan
及其他内容类技能会在每次任务中读取该文件。

Quality bar — self-check

质量标准 — 自我检查

  • Are the pillars themes, not intents or formats? (No "educational" as a pillar.)
  • Is each one ownable — with a reason this brand is credible/distinctive on it?
  • Is each audience-relevant, not just brand-interesting?
  • Could each generate 10+ post ideas (sustainable)?
  • Is there exactly one signature pillar, and is promotion a minority?
  • Are there 3–5, not eight vague ones?
  • Does each pillar trace back to something real in the brand profile?
  • 支柱是否为主题领域，而非内容意图或格式？（不能将「教育类」作为支柱）
  • 每个支柱是否具有专属辨识度——是否有理由说明该品牌在该主题上的可信度/差异化？
  • 每个支柱是否与受众相关，而非仅品牌自身感兴趣？
  • 每个支柱是否能衍生出10+个内容创意（具备可持续性）？
  • 是否恰好有1个标志性支柱，且推广类支柱占比为少数？
  • 支柱数量是否为3-5个，而非8个模糊的主题？
  • 每个支柱是否都能追溯到品牌简介中的实际内容？

Edge cases

边缘场景

  • User lists generic buckets ("educational, BTS, promo") → explain those are intents/formats, and convert them into real themes derived from the brand.
  • Too many candidate topics → narrow to the 3–5 that best pass the pillar test.
  • Brand with no obvious distinctive theme → mine the POV and audience pains harder; if there's truly no differentiation, the signature pillar becomes voice + a consistent angle, and you say so honestly.
  • Personal brand / creator → pillars are person-led (what they're known for, their journey, their craft); keep them tied to the person, not a faceless topic list.
  • Multiple audiences (e.g., nonprofit: beneficiaries + donors) → some pillars may serve different audiences; note which.
  • Multi-product / broad business → resist one pillar per product; pillars are audience themes, not a catalog.
  • 用户列出通用分类（如「教育类、幕后花絮、推广类」）→ 解释这些属于内容意图/格式，并将其转化为基于品牌的真实主题。
  • 候选主题过多 → 筛选出3-5个最符合支柱测试要求的主题。
  • 品牌无明显差异化主题 → 深入挖掘品牌观点视角和受众痛点；如果确实没有差异化，标志性支柱则变为品牌风格+一致视角，并如实告知用户。
  • 个人品牌/创作者 → 支柱围绕个人展开（其知名领域、成长历程、专业技艺）；需紧扣个人，而非无特色的主题列表。
  • 多受众群体（如非营利组织：受益者+捐赠者）→ 部分支柱可能服务不同受众，需标注对应受众。
  • 多产品/业务范围广的品牌 → 避免为每个产品设置一个支柱；支柱是受众主题，而非产品目录。

Related skills

相关技能

  • brand-profile
    — read first; supplies positioning, audience, POV, proof.
  • audience-research
    — deepen audience pains that feed audience pillars.
  • batch-content-plan
    — consumes pillars to build the calendar.
  • The content skills (
    caption-writer
    , 
    reels-script
    , …) — each post is tagged to a pillar.
  • brand-profile
    — 需优先读取；提供定位、受众、观点视角、实证依据。
  • audience-research
    — 深入挖掘受众痛点，为受众相关支柱提供素材。
  • batch-content-plan
    — 依托内容支柱制定内容日历。
  • 内容类技能（
    caption-writer
    、
    reels-script
    等）—— 每条内容都会标记对应的支柱。

References

参考资料

  • references/what-makes-a-pillar.md
    — the definition, the pillars-vs-intents-vs-formats distinction, the pillar test, anti-patterns.
  • references/deriving-pillars.md
    — the method for mining the brand profile into pillars.
  • references/pillar-template.md
    — the content-pillars.md output schema.
  • references/examples.md
    — ownable pillar sets across six business types.
  • references/what-makes-a-pillar.md
    — 内容支柱的定义、支柱与意图/格式的区别、支柱测试、反模式。
  • references/deriving-pillars.md
    — 从品牌简介中提炼支柱的方法。
  • references/pillar-template.md
    — content-pillars.md文件的输出模板。
  • references/examples.md
    — 六种不同业务类型的专属支柱组合示例。