Content Pillars & How To Craft A Better Strategy

By Intern Lindsey Polak

Have you ever heard of social media content pillars? You can think of them as the core themes or topics that reflect your brand’s values, objectives, and the interests of your audience. By defining these pillars, you create a structured approach to your social media efforts. Let’s further explore what content pillars are and how they can help you create a better social media strategy.

Ensuring Consistency

One of the benefits of having content pillars is the consistency they bring. When you know your key themes, it becomes easier to maintain a uniform message and tone across all platforms. This consistency strengthens your brand identity and builds trust with your audience, making them more likely to engage with and share your content.

Audience Relevance

Content pillars keep your focus on topics that matter to your audience. By aligning your content with their interests and needs, you increase the likelihood of engagement. When online audiences see that you consistently provide valuable content related to their interests, they are more likely to follow and interact with your brand.

Efficient Content Creation 

Content pillars allow for your content to never feel stagnant, so that you are not repeatedly talking about the same thing over and over again. You can easily brainstorm ideas and create a content calendar that aligns with your pillars, reducing the risk of repetition or inconsistency. This approach not only saves time, but also ensures that each piece of content is purposeful and aligns with your overall goal.

Creativity & Variety

While content pillars provide structure, they also allow for more creativity within those themes. With defined categories, you can explore different formats, such as videos, blog posts, or podcasts, while still staying on brand. This variety keeps your audience intrigued and helps prevent content fatigue.

Building Your Audience

When you consistently share content based on your pillars, you create an opportunity to form a community around your brand. Engaging with your audience on topics of interest encourages conversations and connections. Over time, this builds a following that feels a genuine connection to your brand. 

Okay, those are the benefits… but what do content pillars look like?

Let’s look at an example: Consider a travel company that defines its content pillars as Adventure, Travel Tips, Destination Highlights, and User-Generated Content. The adventure pillar could showcase thrilling experiences, like hiking or scuba diving, inspiring followers to seek new adventures that may have not already been on their radar. The travel tips pillar might offer advice on packing, budgeting, or finding the best deals. The destination highlights pillar could feature popular travel spots, showcasing scenery and local culture. The user-generated content pillar could encourage customers to share their travel photos and stories, allowing followers to feel like they are part of the brand. With these pillars, the travel company can create a vibrant, engaging social media presence that resonates with travel enthusiasts.

By taking the time to define and refine your content pillars, you set the stage for a more effective and engaging social media presence. Investing in your content strategy today will pay off in stronger engagement and improved brand recognition tomorrow.