How to Use Content Pillars for Social Media
Content pillars are 3 to 5 topics your brand will consistently discuss, amplify and create content for on social media. Content pillars will help you get clarity on your niche.
Being an expert in one area or a few specific things will help your audience grow faster. Your content pillars will be specific to your brand, but can encompass multiple themes and they make planning your content so much easier!
Find and establish content for your pillars
When you’re feeling uninspired, your content pillars can become a valuable resource of ideas for you to refer to.
Create a document with separate sections for each of your content pillars. Every month, set time aside to add new ideas to each section. Simply write down every idea you have!
After you’ve come up with some initial ideas, it’s time to seek inspiration from other places. Follow these 3 tactics.
1. Look at your analytics
Looking at your analytics is a great way to find out what content performs well, is engaged with the most and resonates with your audience. Make note of high-performing social media posts, their captions, the visuals you used and any hashtags you added.
2. Follow industry trends and news
Paying attention to what’s happening in your industry can help you plan your content calendar for the weeks ahead.
Google Trends will show you what people are searching for on Google. On Pinterest, use the search tool to look up your industry. The Pins that show up at the top are a good indicator of the type of content people want to see.
3. Listen to your audience
Another way to gain inspiration for new content is by listening to your audience and making note of FAQs. What do they frequently ask you about or want to know? And when in doubt, create posts that specifically ask your community what type of content they’re looking for.
Create and plan your content calendar
For the best results, plan out your content calendar a few weeks in advance, ideally a month. Follow this 3-step process.
- Making note of important dates, like upcoming holidays or launch days. These key events should go into your calendar first so you can create supplementary content to support and promote them.
- Plugging in macro content, like long-form blog posts, YouTube videos or podcast episodes. Start with posting one piece of macro content per week — as they require more time for you to create.
- Slotting in micro content, like daily Instagram or Facebook posts. Unlike macro content, micro content is quicker and shorter. They can either promote macro content or be a standalone post that adds some additional value for your community.
Source: Later
