7 Steps To Create Content Pillars For Social Media
Small business owners! Are you feeling stuck when it comes to developing a strong and consistent brand presence online? Need a bit of help with building cohesive content pillars for social media?
Creating social media content pillars is KEY in this department, and we’ve got you covered with all of the tips and tricks on how you can successfully generate them for your business brand, along with the basics of what social media content pillars are and why they matter. Read on —
What Are Content Pillars For Social Media
Content pillars are the central topics your brand focuses on across social media platforms. They help to keep your content strategy organized by giving you a sense of direction, clarity and consistency. You can think of them as the core storylines in your brand’s content world!
Why Are Social Media Content Pillars So Important
If you’ve found yourself staring blankly at your screen wondering “What on earth should I post today?”, you are not alone! Luckily, that is where content pillars come in!
Content pillars are a MUST-HAVE for your business’ brand, especially if you want to show up with consistency, clarity and purpose in your social media marketing! Ultimately, they stop you from guessing, instead encouraging you to start creating educational content that has the power to connect and build community.
Here are few reasons why they are so crucial —
- They keep your brand messaging consistent, and this builds TRUST.
- They help to establish your authority in your niche, and make your audience view you as a ‘go-to’ expert in your field.
- They assist with your content calendar planning, giving you a framework to work from.
- They create a balanced and captivating social media feed, allowing you to mix it up while still staying on brand.
- They help you to connect with your target audience, with content consistently touching upon topics your followers care about, and this sparks support for your brand.
- They aid your business goals, and you can strategically align each pillar with a different business objective.
Start with these 7 Steps
Your content pillars are the foundation of your social media strategy, keeping you focused and aligned with your brand goals. If you are struggling with where to begin, see below our tips and tricks which will guide you through the process like a pro!
#1 Start With Your ‘Why’ - Before deciding on your topics, take another look at your brand mission and purpose. Ask yourself — ‘Why does my brand exist?’ and ‘What do I want my audience to ultimately take away from my content?’. Once you find clarity in this, it is then time to begin building meaningful and aligned content themes that actually boost engagement.
#2 Think Themes, Not Solely Topics - It is important to remember that content pillars are not just random topics, but strategic themes you can be flexible with in your content creation. For example, instead of ‘Instagram Tips’, try using a broader category like ‘Marketing Education’ so you are able to create around it repeatedly.
#3 Make Use Of The Content Pillar Formula - Brand Focus + Audience Interest = Content Pillar AKA. Keep a balance between what you want to say and what your audience wants to hear!
#4 Take A Look At Your Past Successful Posts - If you are unsure of what your content pillars should be, check out the below —
Your best-performing posts
Most shared and saved content
Most regular FAQs in your comments section or DMs
These are all signs of what your audience already finds valuable, so take advantage of this info and turn them into pillars!
#5 Connect Each Pillar To The Customer Journey - With your pillars, try covering different stages of your customer’s journey (i.e. Awareness, Consideration, Decision, Loyalty…) — this will add more depth and direction to your content creation!
#6 Use Your Pillars To Spark Different Formats - A single pillar can transform into Instagram Reels, Stories, Lives, Carousels, Blog Posts, Social Media Posts, etc. when you repurpose from different angles.
For example: Pillar = Mindset/Motivation. Here you can post a quote graphic, a morning routine Reel, a client transformation story — the possibilities are endless!
#7 Review And Refine Frequently - Just as your brand evolves, so too should your content pillars! Every few months you can —
Review engagement analytics.
Survey your audience.
Adjust or replace pillars that no longer serve any purpose for your brand goals.
In other words, remember that flexibility equals growth!
Quick Re-cap!
When creating content, or specifically in this case, clear and effective social media pillars for your brand, remember the significance of —
Knowing your brand and audience.
Focusing on themes and content ideas that are flexible.
Using data from your past content successes.
Aligning pillars with your brand’s business goals.
Keeping pillars fun, fresh and engaging!
Do you need some extra help in this department or with your business’ online presence in general? The Social Snippet is always here to offer guidance and advice! Be sure to follow our socials here, as well a