Planning to start social media content marketing? But don’t know where to start. If that’s the case, then you are the perfect place! A strong sense of purpose is required for successful content marketing. Social media content pillars assist you in staying focused and anchoring your plan in solid SEO practices.
Have you ever struggled to come up with a good social media post? We’ve been there before! When you’re feeling uninspired, having social media content pillars to refer to can be quite beneficial!
For whom are you creating content?
Once you address this question, your social media content pillars begin to take shape. First, develop a clear understanding of your target audience, sometimes known as a ‘buyer persona.’ Then you can start building the content pillars that will guide your content marketing approach.
Utilizing content pillars for social media enhances organizational structure, ensuring consistent and high-quality content creation that connects with your audience.
In this blog, we’ll look at how and why content pillars can help you concentrate and organize your social media strategy. With the help of this blog, you’ll be able to start developing your own content pillars in no time.
What Are Social Media Content Pillars?
When it comes to social media marketing, content pillars are a set of established themes and subjects around which the content you post revolves.
These themes should ideally be as closely tied to your brand as possible. The topics you cover should reflect the spirit of your brand while also evoking your goal and values indirectly. Brand loyalty dictates the purchasing decisions of 90% of consumers.
Consider a neighborhood coffee shop. Additionally, if the cafe is popular among the readers, one of its content pillars can be ‘Coffee Reviews’. Consequently, this allows them to narrow their focus and produce content that their clients will find useful.
Another pillar can be ‘Behind the Scenes,’ where they display photographs and videos of drinks and food being prepared, as well as the cafe itself.
The cafe might also leverage ‘Recipes’ as a content pillar, sharing easy recipes via images or videos on their website and social media. Finally, they may create a content pillar dedicated to the cafe itself, where they can provide news, updates, new products, staff selfies, and other information.
Now the cafe is set to launch with four content pillars: Coffee Reviews, Behind the Scenes, Recipes, and Cafe Focused.
Now the cafe is set to launch with four content pillars: Coffee Reviews, behind-the-scenes, Recipes, and cafe-focused.
Using these pillars, they provide quality content to their audience that is consistent and relevant to their brand. This will aid in the development of brand trust and the development of better consumer connections.
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Why are Social Content Pillars Important for Your Business?
Its name should be enough to convey its significance. Content pillars, in essence, guarantee that your social media content strategy does not collapse under its own weight.
Content pillars are what give a social media profile that touch of authenticity that is undetectable when done correctly. But it stands out like an unforgivable mistake when done incorrectly.
1. Helps establish who you are
Content pillars help in the management of your social media content strategy. When you have a set of precise content subjects to go through and study, planning your social media content schedule becomes a lot easier.
Not only this, but content pillars also assist in speeding up the content ideation process by focusing your thoughts on certain topics and issues.
2. People know what to expect from your handle
Content pillars can assist you in achieving that critical tone of consistency throughout your social media channels. Since you’re generating content that clearly belongs to you, this helps to give yourself a strong identity on social media.
Your followers will soon learn what to expect when they browse your profile theme and organized content, and they will be able to follow along on the journey as you continue to put the pieces together and create a brand story, particularly for them. It’s known that 77% of leaders in the marketing world believe that a strong brand identity is critical for long-term growth and expansion plans.
3. You have clarity on what to speak about
Having social media objectives is one thing, but when you’re in the middle of generating content for social media, it’s easy to lose sight of why you’re doing it in the first place.
Having different themes or pillars into which each post or piece of content should belong makes it much easier to develop useful content rather than just guessing and making meaningless posts as a consequence.
When using social media for a business, there can be a lot of pressure to generate content. Social media content pillars guarantee that every piece of social media content you provide is relevant to your target audience. Without these foundations, it is easy to lose focus, resulting in an uneven and inconsistent social media presence.
This can make your content difficult to understand. It ultimately hinders you from establishing an audience that is compatible with your business. If you’re struggling to come up with fresh and engaging content ideas for your Instagram posts, check out our website, Predis.ai for a wealth of creative inspiration.
Key Benefits of Implementing a Robust Social Media Content Plan
In the ever-evolving world of social media, standing out from the noise can feel like an uphill battle. That’s where social media content pillars come in, serving as the guiding lights that illuminate your brand’s unique voice and message.
Beyond the impressive figures, social media content pillars offer a multitude of benefits, including:
- Focus and direction: Pillars provide a clear framework for content creation, ensuring consistency and preventing aimless posting.
- Audience targeting: By focusing on specific themes, you attract and engage a more targeted audience interested in your niche.
- Brand building: Consistent messaging reinforces your brand identity and values, building trust and recognition.
- Content planning: Develop content calendars around your pillars, streamlining workflow and saving time.
- Improved performance: Track and analyze performance based on each pillar, allowing for data-driven optimization.
Developing an Effective Strategy: Key Aspects to Consider
Developing an efficient social media strategy around your content pillars necessitates a well-balanced combination of flexibility and forethought.
The following aspects will help you create a killer strategy:
1. Consistency
Aim for coherence among the various content pillars. By making sure each pillar is represented in an even manner, you can maintain a consistent brand identity while ensuring variety in your content. This keeps your audience from being too focused on any one aspect and guarantees that they get a whole experience.
2. Diversification
Examine every content pillar from several angles. By using this method, the chance of content getting outdated or formulaic is reduced. You can keep your content interesting and provide your viewers with a more in-depth understanding by showcasing several aspects of a pillar.
3. Preparation
Careful preparation is the foundation of a successful content strategy. Create a content calendar that specifies what should be posted and when for every content pillar. This preemptive strategy ensures a constant publishing timetable and avoids the last-minute rush for content, both of which are critical for sustaining viewership.
4. Versatility
Flexibility is crucial, even though the content pillars offer structure. The internet world is dynamic, and new trends might appear every day. Including recent headlines, viral challenges, or current happenings in your content plan shows that your brand is proactive and maintains the relevance and timeliness of its content.
9 Steps To Implement Your Social Media Content Pillars
Social media content pillars enable organizations to acquire perspective on their specialty, allowing them to become experts in their industry or on a few issues, resulting in accelerated audience growth.
However, in order to do this, your company must put some thought into the process. After this, you must develop a content pillar plan that works best for your corporation. Now, let’s take a look at how your company can put this approach in place.
1. Identify your target audience
Knowing who you’re talking to is critical for social media marketing success. That is why it is critical for your business to have a collection of well-established marketing personas in its calendar. They serve as your north star for producing conversions!
Begin by creating a buyer persona using social media analytics tools, Google Analytics, or your database to answer questions like:
- Your target audience’s gender and age.
- Your target audience’s location. (Do you want to look at a local, national, or worldwide demographic?)
- What is the industry or job title of your target audience? (Would you like to target solely CxOs and decision-makers, or marketers, professionals, and so on?)
- What do you know about your target audience’s educational level?
After you’ve answered these critical questions, you can decide on the best route to take and select your social media content pillars appropriately.
2. Conduct competitor research
You must be aware of what your immediate rivals are doing in order to really comprehend your brand’s market.
Make a list of the top five competitors in your industry and visit their social media accounts to see what exactly they’re doing. Take note of all the competitor posts that have performed exceptionally well, as well as the types of themes on which they are publishing. Determine any gaps in their publishing schedule and build your content pillars around them.
As important as competition research is, it is critical not to lose sight of your broader goals when conducting it. Remember not to get too caught up in comparison. You’re merely browsing their channels for ideas, not to plagiarise or imitate. Creative and original social media content will always speak for itself.
3. Determine the pain points of your audience
You can only tailor your content pillar to your target audience’s requirements and interests if you’re willing to solve their issues. You may accomplish this by just listening to them by offering your ear.
Begin by gathering notes from the frequently asked questions (FAQs) made by your readers. There are several ideas and inspirations for social media content pillars to be found there.
If you want to take a more direct approach to understand your readers’ requirements, ask them directly in a brief write-up that you can share on your social media networks. You can also keep an eye on what your target audience is talking about on social media and acquire ideas from them.
4. Create a social media content calendar
To stay ahead of the content marketing game, you must prepare all of your content at least a month in advance. This way, you won’t have to compromise on quality while also adding a feeling of consistency to whatever your company publishes on the blog or website. You must consider the following things:
- Make a list of significant dates such as holidays, launch dates, key events, and so on. It will help you in developing unique SEO or newsletter-based content for the specified dates.
- Make a plan for when you will upload macro content such as blog posts, videos for YouTube/vlogging sites, podcasts, and so forth.
- Short SEO posts, such as those suitable for social media, can be found easily and used as micro-content. Since these content pieces are much quicker to develop and create, organizing and scheduling spaces for them should be quick and easy.
- No matter what type of content you’re putting up, whether it’s on your blog, a vlogging platform, or social media, make sure it all has a clearly defined CTA. To make this process even more efficient, you can leverage tools like Predis.ai, which helps you build your Social Media Content Calendar by AI-generating personalized content for your brand.
- Backlinks to smaller content pieces, such as social media posts, infographics, and videos, must be included on all content pillar records.
5. Divide into essential content pillar buckets
Having identified your target market, their requirements, and their search terms, you can now develop your main social media content pillars. Make a central spreadsheet with all the keyword phrases and subjects you want to cover first. Next, group content according to topics that are connected.
For example, hyperlinks and keyword mapping are two subjects that fall within the general category of technical SEO. To avoid straining your content inadequately, try to develop three to five content pillars, but not more than ten.
6. Create new and repurpose content with clear CTA
Let’s speak about content repurposing.
After establishing social media content pillars and exploring various creative strategies to optimize your social media presence, it’s essential to maximize the value of your existing content.
The practice of discovering new ways to use existing content is known as content repurposing. Instead of going back to the drawing board to come up with fresh subjects every time you need something to post on your website, blog, or social media, you can just use what is in front of you.
You have extra content that you can now organize your week around, schedule and post on your website, and promote on social media without having to break your head over fresh content ideas.
Keep in mind that anytime you share this content, it should be accompanied by a clear CTA so that you can make the most out of it.
7. Conduct analysis to check what’s working and what’s not
A social media audit is great for recognizing patterns and getting a sense of your followers’ content preferences.
After establishing social media content pillars and exploring various creative strategies to optimize your social media presence, it’s essential to maximize the value of your existing content.
It’s critical to look inside at your own channels on a frequent basis to see what types of content your followers are interacting with and what isn’t.
After you’ve completed your audit, you can begin to phase out any forms of content and posts that are consistently ineffective and change your brand’s content pillars appropriately.
8. Keep an eye out for the Latest Trends
Always make sure you are ahead of the trends and know what’s happening on the internet. Try to keep yourself up-to-date about all the latest news related to your field.
Do not be late on catching up on new trends as it can negatively affect your reach. Always try to be the first one to introduce the latest trend to your audience.
Look out for what is hot and new and try to make the most out of the content pillars. Don’t be too late otherwise, someone else might take your place.
If you want some help with brainstorming and looking up new ideas, you can always use the Predis AI “Idea Lab” feature to get new insights for content pillars.
Bonus Tip: Leverage social media analytics tools to gain deeper insights into audience preferences and content performance within each pillar.
9. Give each content pillar a hashtag
By giving each social media content pillar a hashtag, you can expand your target audience and boost your exposure on social networks.
By classifying and arranging content, hashtags facilitate users’ discovery of pertinent postings. When you create hashtags, ensure they are relevant to your target audience and aligned with your content pillars.
Updating your hashtags regularly can also help keep your content interesting and engaging for your audience.
Some Examples For Social Media Content Pillars
The most successful social media content pillars will be determined by your company’s aims. However, there are numerous approaches to determining the best strategy. Here are a few good examples of social media content pillars:
Social Media Content Pillar Example #1: About Me Posts
Your followers want to know who is behind the feed, so post interesting information about yourself, life updates, and anything else that allows your audience to connect with you.
Get creative with this content and go beyond “Hello, my name is Olivia Trott, and I’m a Digital Marketing Coach for Small Business Owners.” That’s tedious! Tell your followers about your favorite coffee shop, your favorite spot to unwind, or a summary of the book you just finished and can’t stop thinking about.
Social Media Content Pillar Example #2 Behind The Scenes Posts
Source: FILMUP.CO
Who doesn’t enjoy watching how their mentors organize their days or lay out their documents? Begin by demonstrating what it takes to develop a product or how you provide services. Display whatever digital stuff you’ve created and take photos of your desk.
Don’t stress about perfection; your followers will feel more connected when they see you’re just like them, without life plans.
Social Media Content Pillar Example #3: Motivational & Inspirational Posts
Source: Rare Beauty
On Instagram, we’ve all read and liked motivating statements or inspiring quotes. Let’s be honest: they’re wonderful bits of fast information that a lot of people can connect to.
However, I only use motivational posts as the last option. It can be used to weave the theme around your brand’s purpose and vision.
You’ll always have this social media content pillar in your back pocket if you preserve a running collection of motivational quotations that motivate you.
Social Media Content Pillar Example #4: Insights and Informational Posts
Source: Simply Nam
Your followers want to know more about you and hear more from you. Give people what they desire while also sharing your knowledge.
What do you have to teach?
Create small infographics in your blogs, upload photographs of yourself teaching at a live seminar, or anything in between. This content pillar’s purpose is to simply offer useful information to your audience.
Social Media Content Pillar Example #5: The Why Posts
Source: Amninder Sandhu
There is an underlying reason why you are in a company or why you choose to be a good leader in your company, regardless of who you are or what you do. Discuss your why and how it motivates you to keep going in your business every day.
A great approach to be creative with this is to include images of your family or pets and speak about how your business can support them, allowing you to spend time with them and anything else that you can do now to boost your business. It’s also entertaining to share before and after images of how your company changed your life. To keep your audience engaged, go creative and focus on narrative.
Use Predis.ai Hashtag Generator to generate top-performing social media hashtags and ensure that your content reaches the right audience.
Social Media Content Pillar Example #6: Benefits of Your Products and Services/ Client Testimonials
Share the customer success stories, testimonials, or outcomes that individuals have obtained after working with you. What difference can your products or services make in the lives of your customers?
Share real-world examples, such as video testimonials, chat snapshots, or transforming emails into text visuals.
Social Media Content Pillar Example #7: Promotional Posts
Source: Nike
Don’t forget to market your products and tell people how they can collaborate with you. Post product photographs, videos of you talking about your products, and details on what’s included in your products/services and who they’re intended for.
How do your products solve the problems of your followers?
Inform them!
Make it simple for your followers to understand why they need your products/services.
Social Media Content Pillar Example #8: Conversational Post
Every content pillar concentrates on a specific goal or set of KPIs that must be met. Analyzing the purchasers’ experience is crucial for achieving this.
By using strong content pillars, you can link your social media content with customers at every step of the purchasing cycle. Producing content for every stage of the buyer’s path will raise your probability of making sales or converting visitors into customers.
Discussing certain difficulties you’ve encountered and how you overcame them will give your brand more legitimacy. To attract interest, you can additionally speak about a trend, difficulties, or update in your business.
Social Media Content Pillar Example #9: User-Generated Content
Encourage your followers to share their experiences with your products or services. User-generated content (UGC) can include photos, videos, reviews, or testimonials from your customers.
This type of content not only provides social proof but also helps build a community around your brand. Share UGC on your social media channels, giving credit to the original creators to foster engagement and show appreciation for your customers’ support. This approach enhances trust and authenticity, as potential customers see real people benefiting from your offerings.
Social Media Content Pillar Example #10: Posts for Your Target Audience
Source: Sephora
Sephora does its best by posting relatable content for its audience that catches their attention and creates engagement with the post. Most of Sephora’s business comes from young women and makeup enthusiasts.
By posting relatable content, Sephora is directly targeting its main audience and people who buy from its stores.
This is a great example of keeping your feed fabulous, and up-to-date but also sprinkling some fun relatable content here and there to keep your audience hooked.
While it’s important to rotate between all of these social media content pillars throughout your feed, don’t be afraid to experiment and find what type of content performs best for your individual audience.
Just keep in mind that your feed should never be dominated by a single type of content.
Combine these different types of posts to create a well-rounded Instagram feed that your followers will love.
Social Media Content Pillar Example #9: User-Generated Content
Encourage your followers to share their experiences with your products or services. User-generated content (UGC) can include photos, videos, reviews, or testimonials from your customers.
This type of content not only provides social proof but also helps build a community around your brand. Share UGC on your social media channels, giving credit to the original creators to foster engagement and show appreciation for your customers’ support. This approach enhances trust and authenticity, as potential customers see real people benefiting from your offerings.
Final Recap
Your social media content pillars are a living, breathing entity. Don’t be afraid to experiment, seek feedback, and adapt to evolving trends and audience preferences.
By implementing these steps and nurturing your content pillars, you can unlock a world of benefits for your social media presence and ultimately achieve your business goals.
- Know thyself: Conduct a thorough brand audit, identifying your target audience, brand values, and unique selling proposition (USP).
- Brainstorm and research: Explore relevant trends, competitor strategies, and audience interests within your niche.
- Identify themes: Choose 3-5 core themes that resonate with your brand and resonate with your target audience.
- Define each pillar: Clearly articulate the purpose, target audience, and key messaging for each pillar.
- Content brainstorming: Develop diverse content formats (videos, images, articles) aligned with each pillar’s theme and audience.
- Schedule and publish: Create a content calendar with consistent posting across platforms, tailoring content to specific platforms.
- Analyze and adapt: Track performance metrics, gather feedback, and adapt your pillars based on data and audience response.
Wrapping It Up
The inclusion of social media content pillars in your social media marketing strategy has the potential to significantly boost your content efforts.
Be strategic in your approach by conducting competition research, analyzing your social media platforms, and, most crucially, optimizing every type of content you make for social media with your brand’s marketing personas.
That concludes our discussion on social media content pillars. The essential takeaway is to prepare ahead of time and keep them engaged as much as possible. Authenticity is the most precious currency on social media, and the best approach to staying authentic is to build your content on your brand’s beliefs and goals.
Are you ready to take the plunge?
Start crafting your social media content pillars today, and watch your brand engagement soar!
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