Whether you are marketing your product on Instagram or Facebook, social media content pillars are a great way to keep you organized. But before jumping on that, let’s understand why there is a huge fuss about content pillars.
According to the reports, 81% of users explore social media to research their buying products. So there is no denying that content compels brands to put their best foot in the market.
But now and then, brands and businesses struggle with content ideas, which certainly disturbs consistency. And a business without consistency is a lost cause. However, one can overcome all these shortcomings with a content pillar, and here in this blog, we will cast some light on a content pillar and its examples.
What Are Content Pillars?
Content pillars (or) content buckets are important and instructive content about a certain subject or topic, which can be divided into many different sections, components, and elements. You can say that these are the broader topics which can be further divided into smaller ones just to strengthen a business's content marketing strategy.
The overall purpose of content pillars for social media is to make the life of business owners easier. In nutshell, it is the pillar of marketing strategy that covers all the aspects of content marketing. The ultimate aim is to strengthen the overall goals of content marketing.
Usually, content pillars are based on the niche and target audience where brands will pick 3 to 5 topics that they can discuss on all social media.
The aim here is to be consistent, create awareness among users and grow their social media network. You can’t achieve all this if you are unfamiliar with your niche and what kind of stuff your audience likes. So a deeper sense of niche knowledge is a must in creating content pillars.
Implement your Content Pillar Strategy in 6 Steps
After reading all this about the content pillars, you must be curious to know how to implement an effective content pillar strategy. Here in this part, we are going to discuss the same.
1. Settle on a Niche (or) Niches
One of the biggest blunders marketers make is they don’t stick to their niche. You can’t be successful if you don’t stick to your guns. And social media is a very powerful platform. It is a pool of targeted audiences, and if you try to confuse your audience with different content, they won’t return to you.
That’s why sticking to your niche is very important. It keeps you on track and narrows down your choices, which will be better for you to create quality content.
For example, if an individual is trying to sell clothes on Instagram. Its target audience will be curious readers of fashion tips, styling tips, and much more than irrelevant meme videos.
So before jumping on content marketing strategy, first settle on your niche, and based on your niche, pick three or four subcategories that your audience is most curious about. With this knowledge, you should be able to create content in line to later determine its performance indicators.
2. Know your Audience
The second important thing in determining the content pillar for Instagram or any other social media platform is about knowing your audience. Here the whole aim is to gain users and convert them into loyal customers.
But without having proper knowledge of the target audience, you can’t achieve the same. That’s why it is best to understand your target demographic thoroughly.
Every brand and influencer must include awareness and knowledge of its target market. Once they grasp their strengths and limitations, one may create an effective method to satisfy the intended audience's demands.
3. Understand Industry Insights
Another important step to building a strong content pillar strategy is understanding industry insights. It simply means keeping an eye on your competitors and what’s trending in the market. You can’t be on top if you are just following the old tricks in the book. To survive in this cut-throat competition, you need to keep your eyes on current best industry practices and current trends.
Don’t see your competitors just as your rivals, look at them as the source of inspiration. By observing their strategy or data, you will develop a better content marketing plan that goes for the long haul.
Analyzing other similar Instagram accounts thoroughly can help users figure out what material performs well, gets the greatest engagement, and connects with the viewers.
For example, you can compile a list of your best-performing social media posts, including their captions, graphics, and hashtags which you can further use for your own posts.
4. Create Content and Schedule it in Your Calendar
Most people fail to manage their social media (or) don't get the desired results because they are not consistent. Consistently is probably the single biggest reason why people and brands fail on social media
Today people on Instagram are swamped with options, so they will jump into others if they don’t hear from your brand. Hence to avoid such things, it is best to plan out everything in advance, which can be easily executed through a content calendar. You can’t wait for inspiration to strike, then post something on social media.
A successful creator plans everything ahead, whether it is like posting pictures on social media or running a contest. Thus, organizing your calendar several weeks ahead of time, preferably a month, for the best possible outcomes is what I recommend.
5. Analyse Your Strategy Through Analytics
The whole point of building content pillars is to get results. If it is not delivering the same, then it’s of no use. So how can one identify if the content pillar for social media is working or not?
The answer is pretty simple keeping an audit of everything.
A social media assessment is a great way to discover trends and understand your audience's content preferences. It's essential to regularly look into your feeds to see what kind of content your audience is interested in and what isn't.
After you've completed the assessment, you can begin rolling out more and more content which works under one category and avoid publishing pieces that are consistently failing. Hence a complete analysis on a monthly basis should leave you with good data on how to effectively manage (or) change your content pillar strategy for better results.
6. Double Down on What Works And What Doesn’t for Your Account
This is the last part of developing a content marketing pillar for your social media account. After assessing the strategy, it is time to double down on what is working for you and avoid what is not. This approach can save you time as well as can help you in developing content that brings conversions.
More often we don’t pay attention to their weaknesses, and there is no point in posting stuff that is not generating anything good. Hence this is where regular assessment is important, as it helps in knowing what you should do on your page and what you should not is important.
After decluttering all the unnecessary stuff, later you can focus on the strategy that works the best for you, and the rest of the time you can dedicate to focusing on new strategies which you can experiment with for your business.
Some Content Pillar Examples
Now let’s focus on some content pillar examples that might give you an idea about the same.
- If you are running an online store for clothes, its content pillar strategy should be around style guides, seasonal clothing videos, fashion tip posts, etc.
- Further, if someone is selling a digital marketing online course, their content pillar strategy can include tips and guides for beginners to start digital marketing (or) how their course can help followers exactly do that, etc.
- The content pillar strategy for personal trainers can revolve around home workout methods, body positivity, diet, etc.
The list can go on and on. To decide on the best content marketing pillars for you, you need to take time to understand all about your niche, watch your competitors, watch what’s working on social media in general, and then come up with a content plan.
That’s all! The content pillars are important for business, but most of the time, people forget about one key thing that stands them out, which is authenticity.
It is one of the crucial aspects of social media marketing. The audience won’t engage if they don’t find any relevance and authenticity. So keep it real as much as possible, and don’t oversell the brand just for the sake of selling.
Connect with the audience, and you will see that your content pillar strategy can start working for you faster than you expected.