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Part Two: Content Pillars

A pillar is not a hashtag, it's the job a piece of content is doing. Every post you make should belong to one of the five below. If it doesn't, it's probably filler.

Top, Middle, Bottom of Funnel

Of every ten posts, aim for six top-of-funnel, three middle, one bottom. The goal of top of funnel is reach and new eyes. Middle builds trust with people who already follow you. Bottom asks for the sale, directly. Most skincare pages post too much bottom of funnel and wonder why reach dies.

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The Five Pillars

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1. The Ingredient Truth (Top of Funnel)

Education content: what an ingredient actually does, what it's confused with, what it can't do no matter what the packaging claims. This is your reach engine, it's the content people screenshot and send to a friend who's asking about the same ingredient.

• Example angle: an ingredient your customer keeps buying wrong products around
• Example angle: a common myth about a hero ingredient in your formula
• Example angle: what a percentage or concentration actually means on a label </aside>

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2. The Skin Blind Spot (Top of Funnel)

Naming a skin concern or routine mistake the customer hasn't put into words yet. This drives saves, because it feels like you're describing something they've never seen written down.

• Example angle: a symptom people misread as one thing when it's actually another
• Example angle: a routine habit that's quietly undoing their results
• Example angle: the real reason a product "stopped working" </aside>

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3. The Founder's Opinion (Top / Middle of Funnel)

An unpopular or contrarian take on skincare that's genuinely yours, something you'd defend in a comment section. This is what drives comment volume and separates you from every other skincare page repeating the same tips.

• Example angle: a popular skincare trend you think is a waste of money
• Example angle: a step everyone skips that you think matters more than people admit
• Example angle: a category-wide claim you think is mostly marketing </aside>

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4. The Founder Story (Middle of Funnel)

Why the brand exists, the real version. Builds connection and gives people a reason to root for you specifically, not just the product.

• Example angle: the specific problem that made you start the brand
• Example angle: a moment you almost gave up or almost changed the formula
• Example angle: what you refuse to do that other brands in the category do </aside>

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The Proof (Middle / Bottom of Funnel)

Real results, reviews, before and afters, customer language pulled from DMs. Least frequent pillar, highest conversion weight. Do the selling here, not everywhere else.

• Example angle: a specific transformation with a real timeframe attached
• Example angle: a customer quote, used word for word, not paraphrased
• Example angle: a side by side of a routine before and after adding your product </aside>

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Your Pillars Worksheet

Adapt the five above to your brand, or replace one if it doesn't fit your category. Fill in one real example post idea per pillar before you move on.

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Your Pillars Worksheet