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Establishing a strong presence on social media platforms such as Facebook and Instagram requires some level of planning. There’s so much to think about. The right platform, the right time to post, the correct image size…and on and on!
Let’s take the guesswork out of your social media content and stop wondering what to post on your small business’ social media pages!
Content pillars ensure that each piece of social media content you post is as relevant to your audience as possible. Without these pillars, it’s easy to lose focus. Without focus, you end up creating inconsistent and a non-cohesive social media presence.
Content pillars also provide structure to your social media content.
Enough talk about the purpose of content pillars - let’s get down to what they are and the ones your small business needs.
What is a content pillar?
A content pillar is a subset of topics or themes which create the foundation for your overall content strategy. Source
Content pillars can also be known as
Content Buckets
Content Categories
Core Topics
According to Later, “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.”
Using Content Pillars to Create Social Media Content
Think of a content pillar as a core topic. I recommend coming up with 3-5 content pillars (or core topics) that align with your brand and resonate with your audience.
Once you’ve identified your content pillars, identify various "sub-topics" within that pillar. From here, you can use them to build your content calendar for a month at a time.
With this example, Pillar 1 could be Educational, Pillar 2 could be Inspirational and Pillar 3, Promotional.
With an every other day posting scheduling, you know to create 7 pieces of educational content, 7 pieces of inspirational content and 2 pieces of promotional content. Once they have been created, schedule them in a scheduler like Metricool.
Content Pillars You Should be Using
Educational - Give your audience some knowledge/value
Inspirational - Content that provides inspiration to your audience
Promotional - Sell your service and/or product
Connection/Community - Connect with your audience and build relationships. Make yourself look relatable and authentic.
Entertainment - Content that is funny ad will resonate with your audience.
Engagement - Creating content that specifically encourages your audience to engage through comments, reactions and direct messages.
Final Thoughts
Using a content pillar will ensure your social media stays balanced and will remove the stress of “what do I post” as a small business owner.
To keep your content ideas fresh, review and update your content pillars a few times a year. Set aside time to add new ideas to each pillar or core topic.
Action Item: Set a time on your calendar this week to create. Write out your pillars and identify a few specific sub-topics within each pillar. Use your content pillars to plan out your content calendar and get your content scheduled for next month!
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