Running out of content ideas? That's probably because you haven't set the correct content pillars-or any at all.
There’s a lot of talk these days about content pillars. But what does that actually mean for business owners?
In this blog post, we’ll break it down and show you how to create content pillars that will help your business succeed online. So let’s get started!
What are content pillars and why do you need them?
Content pillars are a essential part of any social media strategy. By representing relevant topics for your target audiences, they help to create a foundation for your overall content strategy.
Content pillars provide a structure for your content, helping you to organize and disseminate information in a way that is both effective and engaging. When developing your content strategy, it is important to consider both the needs of your audience and the goals of your business.
By identifying key topics and creating a content pillar around each one, you can ensure that your social media strategy is both informative and profitable.
Why do we need content pillars?
Content pillars are the cornerstone of any content strategy. They provide a framework for what topics you should be writing about, and help to keep you focused on creating content that is relevant to your target audience.
By clearly defining your content pillars, you can ensure that all of your content is aligned with your business goals.
Additionally, having content pillars in place makes it easier to measure the success of your content marketing efforts.
If you can see that your pillar topics are being well-received by your audience, you can then Double down on those topics to continue driving results.
Conversely, if you see that a particular topic is not performing as well as you had hoped, you can quickly pivot to a different topic.
In short, having content pillars in place is an essential part of any successful content marketing strategy.
What types of Content pillars are there for social media strategy?
Promotional - Where you promote your latest offers, new arrivals, sales or giveaways
Educational - Where you educate your audience about your products or services
Engagement - Fun polls, quizzes or questions that will engage your audience
Entertainment - gifs, memes, trends that will entertain your audience
Social Proof - Testimonials, messages, ratings that your current customers have given you to show your audience you have genuine customers who have trust in your brand.
The perfect balance of these social media content pillars will help you improve your content strategy and set it up for growth and success. In order to find that perfect balance you need to heavily study your analytics and see what type of content pillar gave the best results.
What should be included in each content pillar?
When it comes to social media, content is king. Each content pillar should be varied and interesting, but it should also be in line with your brand's purpose, values, and tone of voice.
Your content pillars are the topics that you focus on when creating content, and they should be chosen carefully to encompass everything that your brand stands for.
For example, if you are a fashion brand, your content pillars might be fashion trends, style tips, and outfit inspiration.
Once you've decided on your content pillars, it's important to be consistent with them. Every piece of content you create should fit within one of those pillars, and should reflect your brand's overall aesthetic.
By being strategic about your content pillars, you can ensure that all of your social media content is cohesive, on-brand, and engaging.
How to create your own content pillars
How to Create Content Pillars that Encourage Conversion
Understand Your Target Audience - Finding the correct target audience is an early stage research assignment for any business. Finding out more about their demographics and psychographics can really help you find what kind of content they consume. Find out more on how to find your target audience in this article here.
Identify Your Audience Needs - Do they enjoy videos? visuals? information? It really depends on your industry and niche.
Implement Keyword Research - Because social media platforms are joining in on the SEO game, it's important to use niche keywords to make your content more discoverable. Find out more about keyword research in this blog post here.
Create a Content Calendar - Create a spreadsheet placing your pillars as headings of each row and adding the format of the content as headings of the columns. This way you can sort your content without it being overwhelming.
Develop and Promote Content - Make the content and start posting!
Repurpose Existing Content into New Formats - Some big influencers, bloggers and brands do this more than you think! For example: They break down a blog post into several content pieces for posts on social media.
The benefits of having strong, well-defined content pillars
Content pillars help you maintain your brands focus and image, rather than feeling lost and confused. Content pillars are a essential part of content marketing. They help to provide focus and direction for your content strategy.
When choosing content pillars, it is important to ensure that they are aligned with your brand's purpose, values, tone of voice, positioning and general aesthetic look and feel on social media.
This will help to create a cohesive and consistent brand experience for your audience. By keeping your content pillars focused and aligned with your brand, you can ensure that your content strategy is effective and successful.
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