Having a content pillar strategy makes it easier for you to create relevant and engaging social media content. It also helps you focus on your target audience and save time creating content that won’t convert.
A pillar strategy allows you to react quickly to social media trends or world events. However, it’s important to note that staying within your pillars can easily lead to losing sight of why you’re posting in the first place.
Content Creation
Content pillars are a critical part of your social media strategy. Your content may seem cohesive with them, making it easier for your audience to follow and possibly lose interest in your brand.
Pillars also give you a framework for creating content that aligns with your brand’s values, purpose, positioning, and tone of voice. They also help you attract relevant audiences and prospects.
First, research what your audience cares about to start developing your pillars. It can be done through data, such as customer questions and social media analytics or by understanding your buyer personas and their online behaviors.
Once you have a good idea of your audience’s wants, you can brainstorm ideas. For example, if you’re a law firm specializing in bankruptcy-related cases, you might create a pillar page that answers your clients’ common questions and concerns.
Then, you can repurpose your pillar content for different channels, such as Pinterest or YouTube. It will make keeping up with your social media posts easier and increase your audience reach.
Engagement
Content pillars are the core topics or themes a brand focuses on when creating social media content. They align with the brand’s values, purpose, positioning, and tone of voice to attract prospects and relevant audiences.
Content pillars help create consistency across social media platforms, meaning your brand’s identity can be established quickly and easily. They also ensure that you create themed, serialized content that aligns with your brand’s values and mission.
You can use your pillars as the basis for various types of content, including blog posts, infographics, videos, social graphics, and more. It helps maintain a consistent tone of voice, which is essential for gaining engagement.
The first step in creating a content pillar is to understand the needs of your target audience. It will give you an idea of what type of content they seek and make your content more relevant and valuable.
Social Media Monitoring
Content pillars are the themes and topics that sustain a brand’s social media content strategy. They help build a cohesive brand image, drive engagement and increase authority.
However, it’s also essential to remember that the right pillars for your business will vary depending on the specificity of your industry. Using content pillars as a guiding framework can be a great way to achieve consistency in your brand’s tone of voice on social media and ensure that every piece of content you publish reflects the values and mission of your company.
In addition, social media monitoring can be a vital component of your social media strategy. It helps you sort through all the noise and only lets you engage with important brand mentions for your business.
Another way to use social media monitoring as a part of your strategy is to identify brand advocates and engage with them on their preferred social media channels. It can help you nurture a community of loyal followers and turn them into brand ambassadors.
Community Building
Keeping your social media posts organized into specific pillars can be an excellent way to streamline them for your audience. They also allow you to focus your content creation efforts and make it easier for your readers to digest the information you provide.
Research your niche and competition to help you create a successful pillar strategy. It will help you understand the questions your audience wants to answer, which topics they’re interested in, and how to structure your content.
You can use this research to help you decide on the topic and structure of your pillar page and the cluster pages that accompany it. For example, a guide pillar page might give your reader a full view of a topic, while a how-to pillar page focuses on more granular details.
Creating these pillars should be a holistic strategy that matches the brand and tone of your business. It’s also essential to align your pillars with the main metrics your company already tracks.
Content Marketing
A content strategy is one of the most effective ways to attract potential customers and boost brand awareness. It can help you improve SEO rankings, increase traffic to your social media platforms, and increase conversion rates.
The best social media content marketing strategies focus on audience needs, delivering valuable content that meets a problem or desire. Doing so can build trust and affinity with your target audience, inevitably leading to business.
To create an effective content strategy, start by defining your key goals. Then, choose metrics to measure your progress against those goals. Depending on your business, this may mean analyzing the data once a month or even more frequently to keep a clear picture of how you’re doing over time.
