five pillars signifying content pillars for social media

Why content pillars matter in social media marketing

We have previously looked at the importance of having a marketing plan and, as part of this, a more detailed social media content plan.  Social media marketing is a powerful tool for businesses and organisations. But getting the most out of it can be challenging if you don’t have a plan.  Suppose you want your social media marketing efforts to be successful or want more followers and better leads. In that case, content pillars are an essential part of any social media marketing strategy.


What are content pillars?

Content pillars are the foundation of your social media marketing strategy. They should be used to create a consistent and recognisable brand identity.  They provide structure, direction, and focus to your content, helping you to create a compelling and engaging presence on social media.  Your social media marketing strategy should be constructed like a house.  If you work with a single pillar, it will quickly collapse.  Your audience will become bored with the repetitive content, focusing on the same thing and delivering the same message.  So, building a strong foundation of three to four pillars will support your key message to your target audience.

Content pillars are a great way to create an organised strategy for your social media marketing that will help you achieve your goals.  They are the core topics you will focus on when creating content for your social media channels.  They should be broad enough to allow for a range of topics but also specific enough to give your content focus.  Content pillars also help you focus on particular topics or topics related to your business, making it easier to develop relevant and engaging content for your target market.


Why do they matter in your social media strategy?

When content pillars are used strategically, they can help build brand awareness, boost engagement, and increase reach.  They can also ensure that your social media marketing plan aligns with your business goals.  Content pillars help to create a unified message across all platforms. Giving your audience an idea of what your brand stands for and making it easier for them to engage with your content.  They also help to create content that is more relevant to your target audience. This in turn increases engagement and reach.  People feel good about themselves when they come across content that is a part of their identity and will be more engaged and loyal to your brand.

Content pillars are a must—if you want to beat your competitor in the market.


Define your brand voice

Defining your brand voice is essential when crafting your content pillars because it helps to create a consistent and recognisable identity for your brand.  It’s your brand’s personality and helps to differentiate it from others.  It also helps to create an emotional connection with your customers and helps to build trust and loyalty.

To define your brand voice, you should start by understanding your target audience and what they expect from your brand.  Then, you should develop a set of core values that your brand stands for.  These are all part of the early stages of creating a marketing plan, so if you’ve followed our advice, you will already have this nailed!  From there, you can create a tone of voice that reflects your brand’s personality and values.  Finally, you should create a style guide outlining the language, grammar, and tone used when communicating with customers.


Creating the content

Once you have determined your content pillars and have defined your tone of voice, you can start creating content around them.  This could include blog posts, videos, infographics, and more.  All content should be supported with your social media platforms using a well-planned social media calendar.  You can use scheduling tools like Hootsuite to keep track of what is published where.  You can also use these content pillars to create more targeted campaigns – like direct email campaigns, influencer campaigns or to achieve specific goals.

Execution is important, and social media marketing is more than just posting links.  You need to create content that people will want to share for it to work.  You also need to produce high-quality information and keep it regularly coming consistently.  Every piece of content should have a purpose, and your content pillars should provide you with a clear focus for your content and should help you create helpful, informative, and engaging content.


Making your content pillars deliver results

Your content pillars should be related to your keywords to help you rank in search engine results.  For example, if you have a keyword related to “social media marketing, ” one of your content pillars could be “social media marketing strategies”.  That would allow you to create content around that keyword and help you rank higher in search engine results.  Additionally, including your keywords in your content pillars can help you make more targeted content relevant to your audience.  By tracking the performance of your content pillars, you can identify which topics resonate with your audience and which ones need to be tweaked or replaced.  This will help you to create content that is more engaging and effective.


Using an agency

Social media trends change so quickly and so often.  Using an outsourced marketing agency will ensure that you keep up to date with these changes and the latest trends.  They can help you achieve your marketing goals by providing valuable insights into what content works and doesn’t.  An experienced marketing agency can help you develop an effective content strategy tailored to your target audience.  They can also help you optimise your campaigns and track the performance of your content to ensure that you are getting the most out of your investment.

They can also help you create content optimised for search engine optimisation (SEO) and social media algorithms, ensuring that your content reaches the right people.  An outsourced marketing agency can be a great way to ensure that your content pillars are practical and that your content is consistent, relevant, and on-brand.  They can also help you create tailored content for your target audience.


Some examples of content pillars

Here are a few examples of the types of content pillars that you could begin with for various industries.

  1. Health and Wellness: Topics related to physical and mental health, nutrition, exercise, and lifestyle.
  2. Technology: Topics related to the latest trends in technology, gadgets, software, and hardware.
  3. Education: Topics related to learning, teaching, and educational resources.
  4. Travel: Topics related to travel destinations, tips, and experiences.
  5. Business: Topics related to business strategies, management, and entrepreneurship.
  6. Finance: Topics related to personal finance, investments, and money management.
  7. Entertainment: Topics related to movies, music, television, and other forms of entertainment.
  8. Lifestyle: Topics related to fashion, beauty, home decor, and lifestyle trends.


Helping you build your pillars and find your voice

Content pillars are a great way to create a focused, consistent, and effective social media marketing strategy.  Using an outsourced marketing agency, you can ensure that your content pillars are practical.  They can ensure that you are getting the most out of your social media marketing efforts.  So if you’re starting out and need some help to build the pillars and find a voice, or need a fresh set of eyes to check the foundations get in touch to find out how we can help.

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