Content pillars

What are content pillars?

People call content pillars with so many different things but essentially everything means the same. It’s a way of creating a system for the content that you’re creating in your business. It helps to create content easily and quickly that will attract your ideal customer and reach your target audience.

Your content pillars should be clearly defined, focus around your business and what you offer and signal to your audience what you are all about.

Why are they important

They make your life easier. With content pillars, you can easily diversify your content so it doesn’t feel repetitive or boring to your audience. Content pillars really help you identify your niche and differentiate you from the crowd. With these different categories, you stay on point and discuss all the crucial subjects your audience is interested in. you serve them in a way that’s unique to who you are and what your business does.

By identifying your content pillars, your followers know exactly what they can expect from you and your content is no longer all over the place. These are a great way to make sure you always have something to talk about and are filled with a lot of ideas.

How to identify them?

You do it by thinking about your business in the context of your audience. Start with the general category your business or brands sits at and the different things you offer.

Example content pillars could consist of:

• Self-care and wellbeing advice
• Customer testimonials
• Blog promotion
• Relatable industry humour

One important thing to keep in mind, is that each pillar should represent a type of specific content that your followers want to see. Listed below are 5 content pillars

• 1
  

  Audience

  You should always know who you’re talking to in any form of marketing before doing anything at all, and content marketing is no exception.

  Knowing your audience, who they are, what they want and how to engage with them is a pillar to creating the right content for your brand.

  Separating and examining your audience, gives you the ability to develop targeted, desired content that speaks to your reader’s requirement. Targeted content is far more productive at bringing in traffic, converting visitors and marketing your business. And the only way to genuinely create customised content is to completely understand your audience.

• 2
  

  Engaging

  Content is often consumed, but it can also be interacted with. It is better to experiment with ways of encouraging users to be more engaged with your content.

• 3
  

  Inspiring

  Writing marvellous content can assist you to become a thought leader in your industry. You help drive a new set of behaviours when you inspire others that turn users into brand advocates. And as a result you will see more:

  • Customers referencing your posts on their own blogs
  • Links from publications or presentations at conferences
  • Increase mentions on social media
  • Increase cold or warm email outreach from peers or salespeople. Additional requests to guest blog or supply content for courses
  • Requests for speaking engagements or interviews

  How much you inspire users with your content, the more of the above will happen. As a result, helps you reach even more people with your content.

• 4
  

  Trusted

  Trust plays an important role in getting people to sign up and use your product. So you will have to consider ways that you can increase your trust through content.

• 5
  

  Insight

  The last pillar in the content marketing strategy framework should be insight. To gather accurate and relevant data, you need to be collecting data from the correct sources – Google Analytics and your marketing automation platform for starters.

Your requirement is to ensure that you’re producing and sharing regular reports, so you can make tweaks and updates where needed.

You will also have to analyse how your content is performing in terms of ROI. It’s important to know as this can be a tricky thing to do, but when it comes to choosing where to put your resources.

Getting excellent insights brings the five pillars around full circle, getting into the pillars and making your content marketing strategy a self-sustaining, continuous and ever-improving process.

To sum up, the addition of content pillars to your social media strategy could really increase your content efforts.

Be strategic in your approach, by carrying out competitor research, auditing your brand’s social media channels and, very importantly, using your brand’s marketing personas to assist every fragments of content you create for social media.

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