Every Social Media account & business should their pillars identified!
Our new member exclusive, Content Pillar Workbook, is now live on the site. If you don’t know what they are or want to learn more, keep reading! These are some game-changing tips to take your social media strategy to the next level!
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Content pillars – sometimes referred to as “content buckets” – are the categories your content is based upon. They are topics most relevant to your audience, industry, and expertise. They can be demonstrated through different content types such as feed posts, videos, and blogs. Ideally, a brand should have 3-5 designated pillars.
Why should you define your pillars?
They allow you to stay focused on your core objectives, goals, and specialties. They ensure a sense of cohesion to your content and enable you to consistently provide value to your audience. Moreover, when your creatives lack focus, it loses value and fails to attract an engaged, invested following.
How do you identify your pillars?
To start, develop a complete understanding of your target audience. Get specific about who you are trying to attract through your marketing.
- Who is your ideal customer or client?
- What types of content do they consume?
- How do they present themselves on social media?
Form a connection with your audience, by allowing them to hear themselves in the voice and tone of your content.
Furthermore, begin your audience research or social listening by joining their community! This could include joining local Facebook Groups or following local businesses on social media. Research can shed light on your ideal customer or clients’ pain points, to help you develop and offer them solutions. Look at your competitors’ marketing to see what has worked for them! Make sure to take notice, not replicate their strategies. Remember, while there’s value in observing their strategies, imitation may lose trust with your audience.
There will always be competition within an industry where people are doing or offering the same things, but there is room for you. No one can do it like you – with your unique experiences and insight.
Remember, when thinking about content pillars is that they should accomplish 3 things :
- Entertain
- Inform
- Convince
Entertaining content is light and easily consumed – think likable, shareable, content that sparks emotional connections. Educate your audience by providing informative posts. Expert tips and how-to’s position you as the authority in your industry. Convincing helps you promote your products and services by sharing product updates, FAQs, testimonials, etc. with the intention to sell.
Putting together an effective social media strategy is no easy feat. Identifying your content pillars may take some time and brainstorming, but don’t overthink it. In conclusion, no matter what you’re sharing, be sure it’s authentic to your brand & your overall message.
