GNZY
A new gen digital marketing agency aimed to help businesses stand out to gen z and millennial audiences.
Content pillars describe the key themes or subjects you want to focus your content on. Many social media strategists use content pillars to help refine their strategy and ensure their posts remain relevant to their target audience without seeming repetitive.
Using content pillars will help you refrain from pushing too much content on a particular subject. For instance, I’ve seen numerous companies predominantly focusing their social media efforts on sales promotions or corporate announcements. While this approach may seem reasonable initially, it often offers limited value to the audience. As a result, these company may struggle to build a following and really engage with their audience.
So, what are the content pillars we should be using?
Let’s break each of these down and give you examples.
This is content that shares information about your company that may encourage your audience to buy. Examples include, promotional discounts, sales pitches, product/service launches, testimonials, product demonstrations.
Here you can really push for selling! Though, we’d only recommend that you use promotional content about once or twice a week depending on how often you post altogether.
This describes content that encourages engagement with your audience. Examples include sharing polls, quizzes, competitions, asking thought-provoking questions. Having engaging style content will nurture a sense of community across your platforms, fostering inclusivity and strengthening connections with your audience.
We’d recommend incorporating engaging posts at least twice a week.
This is content that helps educate your audience on your particular niche. Examples include, “how to” guides, bringing awareness to causes, tutorials, checklists, FAQs.
We’d recommend incorporating educational posts once a week.
This kind of content will help build an emotional connection with your audience and therefore must not be overlooked. Examples include, behind-the-scenes, success stories, user-generated content, motivational quotes, what you’ve learnt.
We’d recommend incorporating inspirational posts once a week.
This type of content will help attract and retain your followers. Most people use social media as a form of entertaining themselves, so why not oblige and create some entertaining posts to cater for this. Examples include, memes, challenges, trends, national holiday themed posts.
We’d recommend incorporating entertaining posts twice a week.
Content pillars are essential for your social media strategy because they provide clear direction on the type of content you should post. They ensure consistency with your brand narrative and relevance to your audience. Without defining your content pillars, you risk posting repetitive content that could lead your audience to become bored or, worse, unfollow you. Establishing strong content pillars, however, empowers you to create engaging and diverse content that keeps your audience interested and invested in your brand.
Need help creating a social media strategy? Take a look at our social media report service where we analyse your current social media approach, the current market and your audience and we’ll then create a bespoke strategy that will help you meet your goals.
%402x.svg){kind=icon}