Stay focused on your core objectives with social media content pillars
Content pillars are a great way to keep your content strategy focused, organised, and ensure you’re talking about the right things to your target audience.
Content pillars are a collection of subjects or themes that serve as the cornerstone for your content strategy.
Pillars, sometimes known as buckets, represent subjects that are relevant to your target audiences. Each of your pillars might be composed of various content kinds, such as blog entries, videos, photographs, or even simply tweets.
To construct content pillars for social media material, follow these steps.
Understand your audience before using content pillars
You must first determine who your target audience is before creating content pillars. Use your audience research and analytics to construct a customer persona (or personas) that best describes your target audience if you haven’t already. When creating a persona, consider demographics, psychographics, social media diet, values, interests and spending patterns.
Examine their needs
It’s time to figure out who your target audience is and what their demands are. Which of their problems can you solve with your content? How can you improve their lives or persuade them to buy a product or service that will enhance their lives? Pay great attention to social listening at this point. Typical audience demands will almost always be represented in social media posts and frequently searched terms.
Sort buckets
You can finally construct your key content pillars now that you’ve discovered your target audience, their demands, and what they look for. Create a document with keyword phrases or themes you want to cover, then group them into categories based on common themes. Create three to five content pillars, but no more than ten; otherwise, your material will be stretched too thin.
Create a content calendar
You can move on to the content planning stage once you have your content pillars in hand. A content plan lays out the specific blog posts, articles, infographics, social graphics, videos, and other content pieces you want to produce. To maintain a consistent brand presence across social media, create a content schedule that includes the post type, intended keywords, and publishing date before you start writing.
Repurpose content
Keep your content cycle going by repurposing old material into new formats; for example, turn a pillar article into an infographic or video. You can also transcript your best performing videos and create a new blog post. Good content can come in various shapes and sizes, as long as each one fits neatly beneath one of your content pillars.
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