Table of Contents
What are social media content pillars?
Simply put, content pillars are building blocks of your social media strategy. These are sorted into different categories, topics or themes with a predetermined content mix.
Why do we need social media content pillars?
Your social media content should be carefully crafted for specific audiences. A firm providing b2b services, for instance, should create professional content relevant to their potential customers e.g. business owners.
A cosmetics company, on the other hand, would structure their content differently, with a heavier emphasis on key visuals vs the former.
Hence, defining your social media audience and objective is the important first step.
Content pillars help to maintain a consistent brand voice/ tone. Having an inconsistent brand voice may reduce your social media followers.
Think about it. Do you have friends who shriek away from watching horror movies and friends who adore comedy? Friends who love romance flicks, and friends who hate movies?
Well, content pillars are kind of the same thing. Having consistent content is like keeping your ‘brand genre’ consistent. This allows your brand to resonate with, increase and retain loyal customers and ultimately convert them into advocates.
You wouldn’t want to watch the same movie over and over again right? That’s exactly the same with social media.
Planning your content pillars allows you to avoid being monotonous. By mixing different types of content, you can churn out content that’s exciting, fresh and ROI effective!
How do we craft our content pillars for social media?
Identify your target audience and objectives.
For maximum return on investment (ROI), you need to first understand your target audience and marketing goals.
Who are you reaching out to?
- Business professionals from the age of 30 to 50?
- Young adults, who are ready to buy their first property?
What do you want to achieve?
- More followers?
- More sales?
- More inquiries?
For maximum effectiveness, first, plan your social media content strategy!
Once you’ve identified your target audience, tailor your content mix for them!
Social media content objectives
- Consideration / Engagement
- Retention / Loyalty / Advocacy
There are 4 categories of the marketing funnel. A good content pillar mix would cover all categories for a balanced approach. You’ll have to consider your product and brand lifecycle as well.
If your business is new in a mature market, then you might want to allocate a higher portion of your content mix to consideration and conversions. For instance,
- 20% Awareness
- 30% Consideration / Engagement
- 40% Conversions
- 10% Retention / Loyalty / Advocacy
In this scenario, you might want to focus on more brand awareness (vs product awareness).
If your products are new, then you’ll want to target with the following strategy instead:
- 40% Awareness
- 30% Consideration / Engagement
- 25% Conversions
- 5% Retention / Loyalty / Advocacy
Generating content focused on awareness and education would make more sense since people are not familiar with your product yet. Tell them the benefits of your new product and convince them that they should use it.
Social media content categories:
- Announcement / Updates
- Corporate Responsibility
- Behind the scenes / The making of
- Curated – From other sources that your audience finds useful
- Thought leadership
Social media content types:
- Applications / Calculators / Tools
- Case Studies
- Charts / Graphs
- Contests / Giveaways
- Images / Photographs
- Live Streams
- Polls / Quizzes / Questionnaires
- Press Releases
- Work / Portfolio
These are the different types of content that you can utilize. Whether its educational videos or thought leadership posts, finding the right content mix is crucial for brand success!
You’ll also have to consider available resources (e.g. do you have the time and manpower to create videos), current marketing channels and competition.