As a social media marketer, there's a lot to do.
Between content idealization, creation and execution, you're likely to be a very busy bee - especially if you're a one-person team working for a small brand or business.
So, when time is short and your social media content ideas are running low, how can you create consistency and give structure to your existing strategy?
Two words: content pillars.
In this quick guide, we'll explore how and why content pillars can help you focus and organize your social media strategy. With our advice, you'll feel confident enough to start creating your own content pillars in no time.
What are content pillars?
In the context of social media marketing, content pillars are a set of themes or topics that your brand can use to create posts.
These themes, sometimes called 'buckets', are specific to your brand, and should reflect the content that is most popular with your online audience.
The content pillars that you choose should encompass and be consistent with your brand’s purpose, values, tone of voice, positioning and general aesthetic look and feel on social media.
Different types of content pillars will work for some brands and won't work for others. For example, self-care and well being advice might be better suited to a beauty, fashion or lifestyle brand. Whereas, a brick and mortar real estate agent might rely more heavily on overt customer testimonials to attract prospects on social media.
The important thing to remember, is that each pillar should represent a type of relevant content that your followers want to see.
Why are content pillars useful for social media marketers?
Having social media goals is one thing, but when you're in the weeds of creating content for social media, it can be easy to forget why you're actually doing it.
Having specific themes or buckets that each post or piece of content should fall into, makes it much easier to create meaningful content, instead of just playing guessing games and creating purposeless posts as a result.
Content pillars also help bring a sense of organization to your brand's social media content approach. Planning your social media content calendar becomes much simpler when you already have a set of specific content themes to riff off and research.
As if content pillars weren't brilliant enough, they also help to speed up the content idealization process, since your ideas are already focused around specific themes and topics.
Finally, content pillars can help your brand achieve that all-important tone of consistency on your social media channels. This helps to give your brand a strong identity on social media, since you're creating content that recognizable belongs to you.
Your followers will quickly learn what to expect from browsing your brand's themed, serialized content, and can follow along on the journey as you continue fitting the pieces together and creating a brand story just for them.
About The Author:
Founder of Tanya M. Sousa, Virtual Assistant Services.
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