What is a content pillar I hear you ask! Well the concise answer would be that they are general topics that you convey within your social content. For example, I generally use three pillars: Business/Mindset, Social Media and Email Marketing. So all of my content will revolve around these content pillars in some way.
Note: I do make micro-topics inside each pillar, for instance, tips, quotes, methods I use, reviews etc.
Think of your content pillars as the main messages you convey within your content – they define your brand and the products or services you offer.
Why do I need pillars?
Instead of just creating content on-the-fly, distinct content pillars help you create a calendar that covers the necessary topics for your brand.
Defined pillars serve as a guide for crafting specific content for specific people (hint: so you don’t ignore part of your target audience).
Developing fresh content is difficult, but content pillars automatically give you relevant and specific topics to include.
How do you decide which content pillars to use?
Make sure the content pillars not only sell your products and services, but also educate and entertain. So I’d recommend that you grab a pen and paper. Then write down all the elements of your business: your shop, your services, what your customers talk to you about, even the pages on your website can be a useful guide for developing your pillars. Aim for between 5-10. Now under these content pillars, brainstorm at least five posts.
So if your content pillar was your product range, then perhaps five posts on different products and how they benefit your audience.
Or if you are a sports coach, then perhaps a content pillar would be coaching tips. Write at least five (or ten!) posts on that content pillar.
It’s not hard when you have the steps to follow.
Need help developing your content plan? Give us a call to see how we can help.
Til next time,