Planning to start social media content marketing?
But don’t know where to start from. 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.
Leveraging content pillars for social media is an excellent approach to stay organized, consistent, and generate high-quality content that your audience will like.
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.
Consider a neighborhood coffee shop. If the cafe is popular among the readers, one of its content pillars can be ‘Coffee Reviews’. 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.
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.
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, 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.
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 as 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.
6 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. 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.
- Backlinks to smaller content pieces, such as social media posts, infographics, and videos, must be included on all content pillar records.
5. Create new and repurpose content with clear CTA
Let’s speak about content repurposing. Now that we’ve gone through everything required to develop social media content pillars and reviewed the numerous concepts organizations can use to get the ideation and optimize their social media strategy.
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 there 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.
6. 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.
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.
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
Who doesn’t enjoy watching how their mentors organize their days or layout 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 being picture-perfect; you’ll be shocked at how much more connected your followers will be when they discover you’re just like them and don’t have your life all planned out.
Social Media Content Pillar Example #3: Motivational & Inspirational Posts
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 means I’ve been really busy this week and could use some motivation, so here is a nice concept to keep both of us happy.
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
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
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.
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
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?
Make it simple for your followers to understand why they need your products/services.
While it’s important to rotate between all seven 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.
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 stay authentic is to build your content on your brand’s beliefs and goals.
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New to social media management or Instagram?
There is no doubt that stories increase engagement. But creating Stories and Instagram poll games is only scratching the surface of what a social media manager does. So, these blogs listed below will get you started. They will also provide helpful insights on best practices to follow (and those to avoid) on social media:
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- Choosing the right Instagram profile picture for your handle
- Generating inspiration for Instagram content ideas
- Finding out the best time to post on Instagram
- Things to avoid doing with your Instagram business account
- Why you need a content calendar if you’re a social media manager
- How to never miss trending topics on social media
- Instagram Post Size: Cheat Sheet To Boost Your Engagement
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