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What Are Content Pillars and How To Use Them: Building a Stronger Social Media Presence

In the ever-evolving world of social media, brands are constantly seeking ways to stand out and connect with their target audience. Amidst the sea of content, establishing a clear and consistent voice is crucial for success. This is where content pillars come into play.


What are Content Pillars?


Content pillars, also known as content buckets or content categories, are the core themes or topics that a brand consistently focuses on and communicates through its social media channels. They serve as the foundation of a content strategy, ensuring that the content produced is relevant, consistent, and aligned with the brand's overall messaging.

What are content pillars and how to use them.

These are NOT to be confused with Marketing Pillars, aka the values, objectives, and messaging (the "why") behind a brand's marketing efforts.


Content Pillars serve as the foundation of a content strategy. We like to explain to our clients that they are like the supporting structures of a building. They ensure that the content produced is relevant, consistent, and aligned with the brand's overall messaging.


We typically recommend 3-5 content pillars that should be broad enough to encompass a range of subtopics and content formats while remaining specific enough to maintain relevance within your industry.


On our socials, we focus our content on educational, promotional, personal, and inspirational content pillars.


Example From Our Own Content Strategy at Unless Media :

  • Content Pillar: Educational

  • Sub Topic: Marketing Expertise

  • Content: Share insights, tips, and strategies related to various digital marketing topics, such as social media, content creation, paid ads, email marketing, etc.


Why are content pillars ESSENTIAL in your social media strategy?


  1. Establishing Brand Identity: Content pillars help establish a clear and consistent brand message and identity across social media platforms. This consistency strengthens your brand's image and makes it easier for your audience to recognize and remember your brand!

  2. Streamlining Content Creation: Content pillars simplify the process of creating, planning, and scheduling social media content. By organizing posts around these pillars, it is easier to produce valuable and relevant content that genuinely interests your target audience.

  3. Encouraging Audience Engagement: By consistently delivering content that aligns with your audience's interests and needs, you'll build a stronger connection with your followers, increase brand loyalty, and encourage followers to engage with your brand's social media presence actively!

  4. Evaluating Content Performance: Content pillars provide a framework for evaluating the performance of social media content. Yo


u can track engagement metrics for each pillar to identify what resonates most with their audience to make adjustments to your strategy!


So, How Do You Identify and Define Your Brand's Content Pillars?


Content pillars should be aligned with your business goals and tailored to your target audience. Here are some key questions to consider:

  • What are you trying to achieve with your social media presence?

  • What type of content will your target audience find valuable?

  • Are you aiming to be primarily educational, inspirational, personal, entertaining, or a mix of all four?

  • Do you want to drive traffic to your website or hone in on brand awareness?


Here is How To Identify Content Pillars for Your Business:


  1. Understand Your Target Audience: Determine who your ideal customer is, their interests, pain points, and what kind of content they consume. Conduct surveys, analyze social media interactions, and research industry trends to gain insights.

  2. Know Your Brand's Expertise: Identify the areas where your brand excels and the knowledge you can share with your audience. Consider your products, services, and the unique value you offer.

  3. Review Your Competitor's Content: Analyze what your competitors are posting, the topics they cover, and the engagement they receive. Identify gaps and opportunities to differentiate your content.

  4. Brainstorm Content Pillar Ideas: Based on your audience insights and brand expertise, brainstorm a list of potential content pillars. Consider a mix of educational, inspirational, and entertaining themes.

  5. Be Picky!: Evaluate your list of content pillars and narrow it down to 3-5 core themes that align with your business goals and audience interests. Ensure they are broad enough to cover a range of subtopics but specific enough to maintain relevance.

  6. Test and Refine: Create content based on your chosen pillars and track engagement metrics. Analyze what resonates with your audience and adjust your pillars accordingly.


4 Content Pillar Examples for Different Small Businesses:


  1. Fashion Boutique:

    1. Product Showcase: Highlight new arrivals, seasonal trends, and styling tips.

    2. Customer Inspiration: Share outfit ideas, style guides, and fashion inspiration from influencers.

    3. Behind the Scenes: Give a glimpse into the design process, sourcing trips, and brand collaborations.

  2. Gym or Workout Studio:

    1. Workout Demonstrations: Share instructional videos, exercise tips, and motivational messages.

    2. Health and Wellness: Promote healthy lifestyle habits, nutrition advice, and self-care tips.

    3. Community Spotlight: Feature client success stories, inspirational transformations, and group fitness events.

  3. Restaurant:

    1. Menu Highlights: Showcase signature dishes, seasonal specials, and chef's recommendations.

    2. Behind the Kitchen Doors: Share cooking demonstrations, ingredient sourcing stories, and staff profiles.

    3. Customer Engagement: Host contests, share customer reviews, and promote special events.

  4. Photography Studio:

    1. Portfolio Showcase: Highlight your best work, client testimonials, and behind-the-scenes glimpses.

    2. Photography Tips: Share tutorials, lighting techniques, and editing advice.

    3. Industry Inspiration: Feature work from other photographers, discuss industry trends, and offer photography challenges.


How Unless Media Can Help:


At Unless Media, we understand the importance of content pillars in crafting a successful social media strategy. We work closely with each client to identify their unique brand voice, target audience, and industry-specific topics to develop a set of content pillars that effectively represent their brand.

Let Unless Media Elevate Your Social Media Strategy


As we approach the new year, now is the perfect time to refine your social media strategy and harness the power of content pillars. Whether you're seeking a comprehensive social media management solution or a one-on-one consultation to define your content pillars, Unless Media is here to help!

Contact us today for a complimentary discovery call, and let us make your digital marketing our full-time job. We offer a range of services, including social media management, email marketing, photography and content creation, and paid ads, all tailored to meet your specific needs!

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