At Milk & Honey Digital, we understand the importance of content pillars for social media and are here to help you lay the foundation for success on your social platforms. These pillars, (or “subject buckets” in layman’s terms), are three to five consistent topics that serve as the foundation for the content you create, amplify, and discuss on social media platforms.
Content pillars, also known as content categories or subject buckets, play a vital role in keeping your brand focused and relevant. Rather than posting random content, having content pillars allows you to create more targeted and valuable content for your specific target audience. By establishing yourself as an expert, a source of inspiration, or a provider of entertainment within these pillars, you can stand out among the thousands of accounts on social media competing for attention and engagement.
One of the key benefits of content pillars is that they make content planning much easier. Instead of scrambling to come up with last-minute posts, you can strategically build your content calendar for the week or month ahead using your pillars. Furthermore, this approach ensures a consistent flow of content that aligns with your brand and resonates with your audience.
While content pillars provide a framework, it’s important to note that they don’t restrict you to creating the exact same content repeatedly. You can explore various themes and subtopics within each pillar, allowing for diversity and creativity while maintaining consistency.
To provide some inspiration, let's explore a few examples of using content pillars for social media
- An independent bookstore could focus on indie book reviews and news, behind-the-scenes insights into running a small business, and features on local coffee shops.
- A fashion content creator’s pillars could include minimalist style, body positivity, self-love tips, and budgeting hacks.
- A marketing strategist might prioritize content related to entrepreneurship, social media news, and work-life balance tips.
- A food brand’s content pillars could encompass product round-ups, recipes, cooking tips, and debunking nutrition myths.
- A fitness instructor could share morning routine tips, simple at-home workouts, and motivational quotes.
Now that you have an understanding of content pillars and their potential, let’s delve into how you can identify and define your own brand’s content pillars.
Here are five key factors to consider when building your content pillar strategy:
1. Business Goals & Audience Needs
Align your content pillars with your business objectives. Consider what type of content your target audience would find valuable and whether you aim to educate, inspire, entertain, or a combination of these. Determine if you want to drive traffic to your website or increase brand awareness.
2. Keyword Research
Stay updated on industry trends and conduct keyword research to identify popular topics, content gaps, and areas where you can showcase your expertise or unique perspective. Effective keyword research not only helps define your content pillars but also aids your long-term SEO strategy.
3. Content Analytics & Performance
Analyze your content’s performance, engagement rates, and audience responses to identify high-performing posts. Look for common themes and topics that resonate well with your audience and consider incorporating them into your content pillars.
4. Audience FAQ & Feedback
Pay attention to the questions and feedback you receive from your audience. Take note of frequently asked questions and use them as inspiration for content pillars. Actively engage with your followers, respond to comments and direct messages, and create content that directly addresses their needs and interests.
5. Regular Review & Adaptation
Revisit and review your content pillars on a monthly basis to ensure they remain aligned with your brand’s overall vision. It’s normal for content pillars to evolve as your brand evolves, so be open to adjustments and modifications that reflect the changing needs of your audience.
Then, what?
Once you have identified, brainstormed, and defined your content pillars, it’s time to create, plan, and schedule your content calendar for 2023. Consistency is key, and planning in advance allows you to streamline the content creation process, save time, and maintain a cohesive brand presence across your social media platforms.
Whether you choose to share short-form videos like Reels, YouTube Shorts, or TikTok, use carousel posts, craft long-form captions on LinkedIn, or engage with your audience through Instagram Stories, your content pillars provide a solid framework for generating relevant and engaging content.
At Milk & Honey Digital, we’re here to help you navigate the world of content marketing and develop an effective social media strategy centered around content pillars. Accordingly, each and every social client on our roster has carefully planned content pillars that have been strategized around their goals. Contact us today to learn how we can assist you in achieving your social media goals.
