If you’re thinking about starting a content pillar strategy, we’ve got good news: it’s easier than it sounds! Content pillars are one of the most effective ways to build a long-lasting presence on social media, and they can also provide new opportunities for your business. But what exactly is a content pillar? And how do you go about creating them in the first place? Well, read on for our tips.
What is a content pillar?
A content pillar is a central theme that runs throughout your social media. It’s a way to create a cohesive brand presence across multiple platforms so followers can find the same message across all their social media channels. This makes it easier for people interested in what you have to say to stay engaged with your brand because they know where they can find all of your most recent work and updates on one platform instead of searching around all over the place.
Content pillars should appeal to your ideal buyer persona, engage your followers and keep them coming back for more.
Your content should be:
- Relevant content: The best way to ensure you’re giving people what they want is by creating relevant content. For example, if you sell kitchen appliances and you’re posting about travel advice or how-to’s on home decorating, it probably isn’t going to interest anyone. This is because the audience for those posts are likely customers of someone other than yours (unless they have an extra $5k lying around).
- Interesting/engaging: Although there are some prominent examples of things that are not interesting or engaging, like the ones mentioned above, there are some less obvious examples too. For example, something as simple as an infographic may be considered uninteresting because it looks too much like an advertisement – even if there’s valuable information! However, we’ve seen many brands do this quite well, so don’t discount it completely! There are ways around this, though.
Consider building trust with your audience and consider what topics you can be an authority on.
Whether you’re a small business or an influencer, there are things that only you can offer your audience. If you’re a small business, think about what sets your business apart from others and how you can provide value to your customers by sharing this information. An example would be; if you run an online store selling clothing, share insider tips on how to style different pieces, or put together outfits on a budget. If you’re an influencer, focus on topics where you need access to the information/experience that makes them an expert in the field (e.g., makeup artist, blogger).
It will help build trust with new audiences while also giving your existing audience the content they love from you!
Define your content pillars by going through your website, current web content, and industry trends.
- Look for opportunities to create content that is valuable to your audience.
- Identify topics that you know your audience will find interesting.
- Use social media to promote your content pillars.
Content pillars are a central part of building an effective content marketing strategy. As you start creating your content pillars, remember that this is just the beginning of your social media journey!
Your overall social media strategy should include various posts that fall into different categories (e.g., blog posts, infographics, images). Each of these categories could be seen as its own pillar. For example:
- Blog post – Central theme: productivity
- Infographic – Central theme: time management tips
- Image – Central theme: productivity tips via image
What Should You Do Next?
Now you’ve got a plan for creating your content pillars.
You can use it to:
- Make sure your content is on-brand and in line with your goals
- Targeting the right audience and giving them what they want
- Plan so that you don’t waste time on projects that won’t bring in new customers
It’s time to start creating! This is just the start of your social media journey. You’ll be able to use these tips repeatedly as you continue creating great content for your audience across all platforms.
