What Are Content Pillars?
Content Pillars are the specific subjects that define your business and resonate with your audience. They should be clearly defined and focused on your offer.
Why Are Content Pillars an Important Part of Your Social Media Strategy
- They simplify the process of deciding what to post and when
- They help create a content mix that is dynamic (not boring or repetitive)
- They help you focus on providing value for your audience because you can target their interests and pain points
- They give you the flexibility to share about all the facets of your business
- They identify a niche for your business and help you stand out
- They help you stay consistent with the frequency of your posts and help you avoid running out of ideas.
Step 1- DefineYour Business Category
Start by thinking about the general category of your business. List all the different things you offer that relate back to that category For example, as a doctor your main category is health and wellness.
Supporting pillars for a health and wellness focused business could be:
- Preventative Care
- Health Screenings
- Nutrition
- Exercisie
- Mental Health
- Mindfulness
You’ll want to tailor the topics based on the nuances of your business. Your offering would be different if you were a surgeon instead of a pediatrician so your content pillars should change to reflect that.
The subjects you select should also be in line with the client you want to attract. What interest does your ideal client have? What pain points can you offer a solution to? Taking this approach will help your audience feel more valued and engaged instead of marketed to.
To start 3-6 pillars or topics will keep your content focused and help you attract a niche audience. If your most active platform is Instagram you should target 9-12 topics which will correlate well with the platform’s grid layout as users tend to consume your content in sections by looking at your most recent posts in a profile view instead of an individual post view.
How to Use Pillars
Follow these steps to turn ideas into a content calendar for your business’s social media
Step 2- Brainstorm Post Topics for Your Pillars
Think of 10-15 different ideas for each of the pillars and list them out.
Step 3- Determine Your Post Cadance
Decide how often you want to post. Then designate a pillar for that day or timeslot.
Step 4- Create a Calendar
Allocate the post ideas according to the designated pillar day. Now each post topic is scheduled in advanced allowing you to plan ahead and post strategically
Step 5- Plan in Batchess
Designate a day and time that you brainstorm more topics for your pillars and plan content in intervals.
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