A content pillar is a theme you post about on purpose, one your buyers care about and you can back with proof. Most B2B profiles do well with three to five, and every post fits under one. If you are still working out how to choose content pillars, our guide covers the method. This post shows what finished sets look like.
Most content pillars examples we found for B2B use invented companies or consumer brands, so we started from real profiles. We grouped the recent posts of public B2B creators in Postiv's inspiration library (reviewed October 2026) into the themes they keep repeating. The result is content pillar examples from eight LinkedIn profiles across four business types, with post counts and links to public posts as evidence. The pillar names are ours, not the creators'. Each business type also gets a written example set, and those sets are illustrative: use them as drafts.
Content pillars examples at a glance
The four pillars of each written set, side by side:
| Business type | Four example pillars (illustrative set) |
|---|---|
| SaaS | Craft of the job, Product in public, Customer setups, Market view |
| Agency | Client work shown, Working with an agency, Channel playbooks, Inside the agency |
| Consultant or coach | Method in the open, Client questions answered, Where I disagree, Working life and offer |
| Founder of a non-SaaS B2B business | Market watch, How we make it, Buyer's guide, Founder notes |
| Company page | Customer proof, Product through buyer problems, Original data, People and hiring |
Want a first draft for your own business? Paste your website into the pillar generator and compare its suggestions with the sets below.
How we read the posts. For each creator we took the latest 19 to 40 public posts in the library and kept a pillar only when at least three posts fit. Like and comment counts are what we saw when we pulled the posts. They show how one post was received. We did not measure pillar results, so they say nothing about what a pillar earns.
SaaS content pillar examples
Alex Turnbull
Alex Turnbull (69,223 followers) founded the help desk Groove and now builds Helply, an AI customer support product. We reviewed the latest 40 posts, from 10 Aug to 20 Oct 2026, and found five pillars:
- Founder economics: bootstrapping, dilution and exit math (13 posts). Example: a post on selling a first company for $15M at 30 (341 likes, 50 comments).
- Go-to-market and sales reality checks (11 posts). Example: a post that starts from a $180K VP of Sales with no sales process (47 likes, 14 comments).
- AI and the future of SaaS products (5 posts).
- Customer success as a revenue function (5 posts).
- Buying software: vendor billing and spend lessons (3 posts).
About a third of the posts are founder economics and over a quarter are go-to-market takes, while the other three themes share the rest; three posts (a hiring ad, a hiring-screen opinion and a sign-language story) fit no pillar.
Adam Robinson
Adam Robinson (159,502 followers) is CEO of RB2B and Retention.com and is building MoltSets, a B2B data product. We reviewed the latest 40 posts, from 10 Jul to 20 Oct 2026:
- Cold outreach and Claude Code GTM training (12 posts). Example: a list of 20 APIs for using Claude Code in go-to-market work (125 likes, 47 comments).
- Building RB2B and MoltSets in public (8 posts). Example: a post on the goal of bootstrapping MoltSets to $24m ARR with fewer than five full-time employees (179 likes, 58 comments).
- Bootstrapped-founder advice and mistakes (10 posts).
- Lean-team CEO story and personal reflection (6 posts).
Roughly 30% of the posts are Claude Code and outbound training and the other three pillars share most of the remainder; four posts of industry commentary fit no pillar.
Written example set: a B2B SaaS tool for operations teams (illustrative)
Made up by us for a product used by operations teams at companies with 50 to 200 people. Swap in your own buyer and proof.
1. Craft of the job. Teach the work your product supports, useful even if nobody buys.
- A teardown of how teams run the task in spreadsheets and where it breaks
- A checklist for the first 30 days after a new process goes live
2. Product in public. What shipped, what was cut and why.
- A feature we removed after customer calls
- This month's release explained through the problem it solves
3. Customer setups. How real customers use the product, shared with permission.
- An annotated screenshot of one customer's workflow
- A short Q&A with a customer's operations lead
4. Market view. Where your category is heading and what buyers should watch for.
- Common buying advice you disagree with, and why
- How your buyers compare tools now, from your sales calls
Agency content pillar examples
Alex Vacca
Alex Vacca (75,386 followers) is founder and CEO of Frontal AI, a go-to-market agency whose profile cites 275+ B2B clients. We reviewed the latest 40 posts, from 25 Aug to 20 Oct 2026:
- Outbound playbooks from client campaigns (10 posts). Example: a post on booking B2B meetings five ways from one account list (235 likes, 185 comments).
- GTM strategy, channels and free playbooks (8 posts).
- AI and Claude Code tool stacks for GTM (7 posts).
- Running Frontal: agency growth, team and own content engine (7 posts). Example: a post sharing the content system Vacca credits with $153K MRR in 87 days (257 likes, 451 comments).
- AI-era industry and career commentary (8 posts).
Outbound playbooks are the biggest block at a quarter of the posts, and each of the other four pillars covers 7 or 8.
Jackie Hermes
Jackie Hermes (113,741 followers) is CEO of Accelity, a B2B marketing agency running for 13+ years. We reviewed 19 posts, from 16 Apr to 16 Oct 2026, every post the library held for this profile in the past 12 months:
- Working with a marketing agency and marketing fundamentals (7 posts). Example: a post about a first client who needed a website, messaging and leads (26 likes, 36 comments).
- Founder and leadership lessons from interviews (7 posts). Example: a post drawing on interviews with over 150 founders (57 likes, 14 comments).
- Personal mindset and family life (5 posts).
Agency advice and founder lessons run level at 7 posts each (roughly 37% apiece), and personal posts make up the remaining quarter.
Written example set: a B2B marketing agency (illustrative)
A made-up agency serving software and services companies, for the agency's own profile. If you run profiles for clients, each client needs its own pillars.
1. Client work shown. Projects shared with permission: what we did, what changed, what we would redo.
- A before-and-after of one landing page with every edit listed
- A campaign that underperformed and how we fixed it
2. Working with an agency. How to brief, scope and judge an agency, from our side.
- The questions we ask before we agree a scope
- What a monthly report should contain
3. Channel playbooks. Step-by-step posts on the channels we run best.
- Our checklist for the first two weeks of an outbound campaign
- How we decide when to stop spending on a channel
4. Inside the agency. Hiring, mistakes and how the team works.
- What we changed in onboarding after a rough start with a client
- How we decide who works on which account
Consultant and coach content pillar examples
Eli Schwartz
Eli Schwartz (68,361 followers) is an independent SEO and AEO consultant and the author of Product-Led SEO. We reviewed the latest 40 posts, from 7 Sep to 20 Oct 2026:
- AEO/GEO and AI search strategy (16 posts). Example: a post arguing that many AEO strategies overlook the best place to earn citations in AI Overviews (52 likes, 9 comments).
- SEO tactics and tools (5 posts).
- Future of SEO, agencies and careers (7 posts). Example: a post noting that Apple, Anthropic and SpaceX are hiring for search roles even as people call SEO dead (380 likes, 75 comments).
- Executives, brand teams and marketing leaders (6 posts).
- Speaking, book and personal (6 posts).
AI search strategy is the largest theme at about 40% of the posts, and each other pillar covers 5 to 7.
Richard Moore
Richard Moore (124,147 followers) trains founders and consultants in sales through Art of Sell. We reviewed the latest 40 posts, from 7 Aug to 20 Oct 2026:
- Sales-call craft and buyer psychology (15 posts). Example: a post arguing that good salespeople look less impressive the longer you have sold (139 likes, 90 comments).
- Pricing, positioning and objections (6 posts).
- LinkedIn conversations, DMs and authority (9 posts).
- Personal stories and reflections (7 posts).
- Own masterclass and tools (3 posts). Example: a post about turning everything Moore knows into an AI bot called RichBot (57 likes, 39 comments).
Sales-call craft is the largest pillar at about 38% of the posts, LinkedIn conversations and personal stories follow, and promotion is the smallest at 3 posts.
Written example set: an independent pricing consultant (illustrative)
A made-up consultant who helps B2B services firms set and defend their prices.
1. Method in the open. Your framework, one step per post.
- The four questions I ask before any price change
- A worked example with details changed so the client stays anonymous
2. Client questions answered. One anonymised question per post.
- "Should we raise prices mid-contract?" and when the answer is yes
- The three objections that come up in almost every first call
3. Where I disagree. A position on advice your buyers keep hearing.
- A rule of thumb I stopped giving, and why
- What founders get wrong when they copy a competitor's pricing page
4. Working life and offer. Short notes on how you work, plus a small slot for what you sell.
- What I learned from a project that went sideways
- The kind of firm I can help next quarter
Founder of a non-SaaS B2B business: content pillar examples
Jason Staats
Jason Staats, CPA (75,711 followers) founded an accounting-firm alliance, co-owns Cloud Accountant Staffing and teaches accounting firm leaders on YouTube. We reviewed the latest 20 posts, from 13 Aug to 19 Oct 2026:
- Accounting tech stack and app recommendations (6 posts). Example: a post on an app Staats stopped recommending to US accounting firms after building a practice on it in 2018 (85 likes, 43 comments).
- AI and Claude for accounting firms (5 posts).
- Firm pricing and profitability (5 posts). Example: a post with five hard-learned lessons about pricing work (68 likes, 25 comments).
- Selling firms, events and community (4 posts).
The tech stack is the biggest pillar at 30% (6 of 20 posts), AI and pricing have 5 posts each, and firm sales and community have 4.
Lauren Stiebing
Lauren Stiebing (60,780 followers) is founder and CEO of LS International, an executive search firm for FMCG and consumer companies. We reviewed the latest 40 posts, from 22 Aug to 20 Oct 2026:
- FMCG market and retail news (16 posts). Example: a post on how the bigger a brand grows, the harder it is to act like the brand that made it big (210 likes, 14 comments).
- CEO succession, boards and executive pay (9 posts).
- Hiring realities in executive search (5 posts). Example: a post that opens with a figure on employees declining relocation (72 likes, 17 comments).
- Appointment congratulations and search announcements (4 posts).
- Remote versus in-person and networking research (4 posts).
About 40% of the posts are FMCG market commentary and just over a fifth cover CEOs and boards, with the rest spread over three small pillars; two posts (a LinkedIn event note and a networking-session promo) fit no pillar.
Written example set: a B2B packaging manufacturer (illustrative)
A made-up founder running a 40-person company that makes packaging for food and consumer brands.
1. Market watch. Short commentary on industry news, written for buyers.
- A change in materials or rules in plain words, and what buyers should check now
- Why lead times moved this quarter, based on your own orders
2. How we make it. The process customers never see.
- One order from quote to delivery, with photos
- A mistake on the floor and the check we added afterwards
3. Buyer's guide. Help buyers specify and compare suppliers, including you.
- Questions to ask any supplier before the first order
- How to read a packaging quote line by line
4. Founder notes. First-person lessons from running the company.
- A customer we turned down, and why
- What I would tell myself before our first hire
Company page content pillar examples
Every profile we reviewed is a personal one, so there is no real company page set to show. What changes on a page is who is speaking. A page speaks as the brand, so its pillars lean on what the company can state with authority: customer proof, the product explained through buyer problems, original data and the people who work there. Opinion and personal pillars fit better on founder and employee profiles, where a named person stands behind them. Our guide to LinkedIn company page best practices covers the page-specific habits, and the post on a B2B employee LinkedIn strategy covers the people side.
Written example set: a B2B software company page (illustrative)
A made-up company with around 60 people. The page carries proof and announcements while the people carry opinions.
1. Customer proof. What customers achieved, with their permission.
- A one-screen case study: problem, setup and outcome
- A customer's own words about what changed, with context
2. Product through buyer problems. Releases explained by the job they do.
- A release note rewritten as a before-and-after for one task
- A short demo clip answering a question sales hears every week
3. Original data. What you see in your own work that others cannot.
- A small survey of your customers, with the method shown
- A chart from anonymised product usage, with a note on what it leaves out
4. People and hiring. Who works here and how the team works.
- A team member walking through their week
- An open role with the real day-to-day described
What the real examples have in common
Eight profiles from one library, grouped by us, is a small sample. Read these as observations, not rules.
- Three to five pillars each. Five profiles had five pillars, two had four and one had three, counting a theme only when at least three posts fit. In one post, Vacca describes the content system behind the profile as built on three to five pillars that every post traces back to.
- One pillar leads, but not by much. The largest pillar covers between a quarter and 40% of reviewed posts: about 25% for Vacca, 30% for Robinson and Staats, about a third for Turnbull, 37% for Hermes, 38% for Moore and 40% for Schwartz and Stiebing. Your own split depends on how often you post.
- The biggest pillar is about the audience's work. In all eight, our largest pillar covers the reader's job or industry (outbound campaigns, accounting software, sales calls, AI search, FMCG markets) and not the creator's own firm.
- Promotion is small. Six profiles have a pillar about the creator's own product, firm, event or book. It is never the largest and sits at or near the bottom by post count: 3 of 40 for Moore's masterclass, 4 of 20 for Staats's firm sales and events.
- Four have a personal pillar. Robinson (6 of 40), Hermes (5 of 19), Moore (7 of 40) and Schwartz (6 of 40, shared with speaking and the book) give the person behind the work a regular slot.
- A few posts fit nowhere. Nine of the 279 posts we reviewed, all in three profiles. Part of that is how we drew the lines.
What are the five pillars of content?
There is no official list of five. The version you see most often sorts posts by the job they do, and for B2B on LinkedIn it comes down to these five types.
| Type | Job in B2B | Seen in these profiles |
|---|---|---|
| Educational | Teaches the buyer how to do something in their own work | Robinson's Claude Code training, Staats's tech stack and pricing pillars |
| Proof and results | Shows work done for others | Vacca's playbooks drawn from client campaigns |
| Point of view | Takes a position on something the buyer keeps hearing | Turnbull's founder economics, Schwartz's future of SEO |
| Personal | Shows the person behind the work | Hermes's mindset and family life, Moore's personal stories |
| Promotional | Asks for something: a sign-up, a call, a purchase | Moore's masterclass and tools |
Types are not topics. A type says what a post is trying to do, and a pillar says what it is about. "Educational" cannot be a pillar, because it does not tell you what to teach on Monday. Ask "educational about what?" and you land on a pillar such as outbound playbooks or AI search strategy.
The two also cross. One pillar can hold several types, and one type can run through several pillars. That makes the five types most useful as a check after you have chosen your pillars: look at a month of posts and ask whether you taught something, showed proof, took a position and showed yourself, with only a little promotion. Our content pillars guide uses types the same way, as a mix check and not a source of ideas.
Build your own content pillars from these examples
Borrow the structure and write your own topics.
- Pick the closest business type and read its real profiles and written set.
- Start with the pillar about your audience's work. In the sample it is the largest.
- Add a proof pillar only you can write, from client work, customer setups or your own data.
- Add a point of view or personal pillar and keep it smaller than the first two.
- Test each pillar. Do buyers ask about it? Can you show proof? Can you write ten different posts? If it fails two, drop it.
The free content pillar generator can do a first pass: paste a website or LinkedIn URL and it returns three to five B2B pillars with two post angles each, with no signup and three sets a day. Then put the pillars next to your goals, audience and measurement in our social media strategy template, and plan the wider mix with the LinkedIn content strategy guide.
In Postiv, Bob plans every week from your content pillars. He proposes three to five on the first run and saves them only after you confirm, then prepares one post idea for each posting day you choose, tagged with its pillar. Each profile and company page keeps its own pillars. Read more about how Bob plans your content, or try Postiv's 7-day free trial.
FAQ
What are content pillars and examples?
Content pillars are the three to five themes you post about on purpose, each tied to a question your buyers ask. In public B2B profiles that means founder economics for a SaaS founder, outbound playbooks for an agency CEO, AI search strategy for an SEO consultant and FMCG commentary for a search firm founder.
What are the five pillars of content?
There is no official list. The common version sorts posts by their job: educational, proof, point of view, personal and promotional. Those are post types, not topics, so use them as a mix check. Real pillars are subjects you can own, such as outbound playbooks or AI search strategy.
How to set up content pillars?
List the questions buyers ask on sales calls and what you can prove for each. Keep the three to five where buyers care, you have proof and you can write ten distinct posts. Write each down with a name and a one-sentence description, then tag every post with its pillar and review results every 30 days.
What is the format of a content pillar?
A content pillar is written as a short brief: a name of two to four words, a one-sentence description of who it serves, the buyer question it answers, your proof and two or three post angles. Post formats such as carousels and polls come later, since any format fits any pillar.
What are personal content pillars examples?
Personal pillars sit beside the business ones and stay small. In the profiles we reviewed they include lean-team CEO story and reflection (6 of 40 posts), personal mindset and family life (5 of 19) and personal stories and reflections (7 of 40). Tie each one to your work.
What are social media content pillars examples for B2B?
On LinkedIn, B2B pillars usually mix teaching, proof and opinion. A SaaS set might be craft of the job, product in public, customer setups and market view. An agency set might be client work shown, working with an agency, channel playbooks and inside the agency.
