According to Instagram, at least 25 million businesses use the platform to promote their brands. If you’re one of them, it’s important to stand out with a smart strategy.
One way to maximize your social media content is by using content pillars.
Not sure what content pillars are? Read on to learn about this content planning tool and if it’s right for your business.
What Are Content Pillars?
It’s happened to all of us: you need to update your business’s social media account, but you’re not sure what to post. This is where content pillars come in handy.
Content pillars are pre-determined topics or areas that you center your content around. Instead of posting what randomly comes to mind, your content pillars guide you to what to post next.
A content pillar is typically related to your product or service, and it must be something that’s engaging to your target audience.
Here are some content pillar examples for different niches:
- fitness niche: exercise tips, nutrition, motivational quotes
- beauty niche: product how-tos, photos of models using the beauty product(s), information on skincare ingredients
- fashion niche: “outfit of the day” posts, styling tip videos, street style posts, shopping hack videos
- business niche: marketing statistics, motivational quotes, success stories, memes for small business owners
- gaming niche: updates on new releases, gaming memes, tips for winning and beating games
They can be somewhat broad or more specific, depending on your business and its goals.
Benefits of Content Pillars
Content pillars may be a great tool to use in your social media marketing strategy for several reasons.
One key benefit of using content pillars is that they take the guesswork out of your content planning. If you create a calendar rotating through your pillars, you’ll always know what kind of post to create and on which days. Then, you don’t need to spend hours brainstorming—you’ll have an idea ready to go.
Content pillars are also useful because they solidify your branding. Choosing pillars that are aligned with your business, product, or service will help followers easily identify your brand and what it has to offer.
Content pillars also create some consistency and predictability. And while you may think that’s a bad thing, for most social media users it’s not. People want to know what to expect when they follow you. By sticking to a few primary pillars, you can keep delivering the kind of content they want.
How to Make Content Pillars
If you’ve decided to use content pillars, start by narrowing down three or four topics you plan to cover. They should be related to your business and what your followers and customers like. If you’re not sure what they like, visit the insights page on apps like Instagram to discover which kinds of posts and topics performed the best.
After choosing your pillars, list subtopics under each. For example, a pillar focused on nutrition may have a list like:
- healthy dessert recipes
- healthy junk food swaps
- nutritional facts on common restaurant meals
Simplify Your Marketing With Content Pillars
If you rely on social media in your business, creating content pillars can help streamline content creation and planning. Try choosing your own content pillars to strengthen your marketing strategy.
For more tips, check out our other articles on blogging and digital marketing!
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