RISE BLOG

Content Pillars for Social Media

To drive growth for your business and organize your existing content strategy, consider prioritizing content pillars for your social media. They are the key topics your company regularly discusses, the messages it delivers, and the content it creates. These predetermined “themes” or “buckets” capture your brand's image and indirectly represent your mission and values. Consider content pillars for an effective and efficient marketing strategy.

Determining Your Social Media Goals

To begin your social media strategy, you must choose the goals you want to meet and how to execute them. This form of marketing is efficient and should not be overlooked. Creating content with a strategy will set clear goals for your team, detect your company needs, and how platforms can help you get there. Examples of social media goals:

Engagement
Conversions
Increase Brand Awareness
Increase Traffic to the Website

Trying to succeed on social media platforms without a solidified plan can be challenging. But having a well-thought-out comprehensive strategy that incorporates content pillars will guide your efforts and better serve you.

Understanding Your Brand

You must know your brand’s mission, values, and the influence it aims to make on the audience. It is important to understand your brand and clearly define this before strategizing your content pillars.

Ask yourself:

What is your mission?
Who is your audience?
Who is your competition?
What is your competition’s strategy?
What is your target market?

Once these questions are answered, you can effectively determine the content pillars that will work best for your business.

Define Your Content Pillars

Each company’s content pillars are different depending on the niche they are in. For example, a marketing agency will look different compared to a doctor’s office. With that in mind, you must select content pillars relevant to your company goals, target market, and objectives. Once you have done this, you can select and optimize these pillars to create content that covers a wide range of relevant topics. This will properly introduce your brand and mission to your audience.

Content Pillars for Instagram

Organic vs. Paid Instagram Content Pillars

Instagram marketing helps companies grow their business, brand awareness, and leads through organic and paid posts. It is a visual platform that is beneficial for businesses that are looking to introduce their goods and services. If your brand is already on Instagram, you may already have a few content pillars organically set in place. You must post content that covers topics and issues which resonate with the company. The strategy is to brainstorm expressing what you do and why your brand is unique. Examples:

Education
Culture
Motivation & Inspiration
Promotion
About

Content Pillars for Pinterest

Pinterest is a visual platform helpful for eCommerce companies looking to sell their products directly. It also has organic and paid content that businesses can make use of. The layout of Pinterest works well for distributing content like direct links, unlike some platforms. If someone wants to purchase something through the platform, they can do that too. Design your profile to reflect your pillars by publishing visually attractive Pins and grouping them in relevant categories called Boards. It is a great way to build a community around your company. However, pillars that are successful on this platform may not be on others. Examples:

Motivational & Inspirational Quotes
Tips
Recipes
Blogs
Personal Insights
Services/Products

Content Pillars for Facebook

Facebook marketing is constantly changing and can be overwhelming when creating content. By understanding the audience and deciding your brand’s mission, companies can be successful when utilizing it. Have a strong page filled with content pillars so that your audience can refer to it for updates, questions, and reviews. Remember, the face of a company can be presented through its Facebook page. Make sure your customers are satisfied with your work and express it in the likes and reviews. Examples:

Business
Diverse Content
Lifestyle
Discussions
Promotions
Services/Products

Content Pillars for YouTube

YouTube is a video platform that has been a source of entertainment content for years. It is a great addition to your marketing strategy because it improves SEO and drives more viewers to your website. According to HubSpot, more than half of all marketers use this platform for brand awareness. It is the second largest search engine perfect for introducing your brand. Examples:

Information (How To)
Lifestyle
Travel
Education
Entertainment

How Often Can My Content Pillars Change?

Your content pillars change with time and as your business changes. Start by writing down your company goals, choose your content pillars, create a content calendar, and begin posting with a purpose. Hone in on the intent your company aims for on social media and succeed with an in-depth marketing plan. Don’t know where to start? Contact us today to help you! We will brainstorm with your company, map out a marketing plan, and assist you in creating and implementing your content pillars on social media. We are here to help you. Start today!