75DSO Series: Creating A Content Pillars System For Your Business
In the previous episodes of the 75 Days to Sell-Out series, we talked about ;
1. How to revamp your Instagram Business account,
2. How to create the perfect Instagram bio.
3. Creating amazing highlights for your business.
4. Picking the right social media platforms for your business.
You might be asking yourself…
Now that we have a perfectly crafted bio and great highlights, what's next?
Now that your Instagram Business account is prepped and ready to publish high quality content, what’s next is setting up Content Pillars for your Instagram page.
Let’s dive in.
What Are Content Pillars?
Content Pillars are categories that you intend to create content on.
They are usually 3-5 topics which you consistently talk , discuss and post consistently about on social media (especially ).
They help you stay on theme and makes your audience familiar with your contents.
It’s the same way we expect phones and accessories from Apple Company (not houses or pharmaceutical products).
An in-depth description of what content Pillars are and their importance was explained here.
The goal of having Content Pillars is:
1. To ensure you produce contents that align with your brand theme and goals.
2. To create consistent content that revolve around certain categories.
3. To help you build an audience that is familiar with your brand and it’s content.
4. Being an expert in one or 2 topics and niche makes it easier and faster for you to grow your audience.
For example, a makeup brand may choose to create content around makeup tips, tutorials and product testimonials in addition to their makeup services.
By doing so, they would also get to attract the right people into their page who are interested in their products/ services and enjoy their content.
This article is going to give a step by step guide on how to create a content pillar strategy for your business as well as how to use content Pillars on your social media account.
How To Use Content Pillars In Your Social Media System
There are just 3 short steps on using content Pillars effectively. They are:
Step 1
Find your content Pillars/categories that relates with your business niche and audience.
Step 2
Brainstorm content ideas under each pillar/category. These ideas should be in line with the content Pillars with which they are categories under.
Step 3
Create your content and plan your content calendar according to business events and content strategy. Turn your content ideas into finished designs.
How To Create Content Pillars For Your Business On Instagram.
Contrary to what others think, Content Pillars aren't hard to create.
In fact, you may already know what the pillars are for your business. You just haven't written them down yet.
Here are the simple steps to creating content buckets that resonate with your brand.
1. Start from your TARGET AUDIENCE.
Just like a lot of other things relating to business, knowing who you are selling to and offering your products/services to will go a long way in helping you create effective pillars.
Knowing your audience is not enough though. You also need to know their wants and needs as it related to your niche.
Remember, you are creating content for THEIR consumption. This means that your content needs to be one that that entertains them and they can relate with.
If you start sharing contents that they don't need, you are going to lose them. You would need to consistently serve them contents that would hold their attention and eventually turn them to customers.
What better way to do this than to create content surrounding what they like?
You would need to consider the following:
1. What they like and don't like
2. What content (and content format) best resonates with them.
3. How their wants aligns with the product you are offering.
One huge mistake business owners make is assuming they know the answers to these questions without doing research.
How To Research What Content Your Target Audience Like
It is important to make your research to get in-depth information about your target audience. You can get this information in the following ways:
1. Conduct surveys and use Instagram features like Story polls to ask your audience directly. They are the best source to tell you what they truly want.
2. Review your past social media contents and analyze what content performs best. (Based on topic, category, delivery, content format and timing)
3. Monitor and review past analytics, social media post and channels to see what performs best.
However, to use these strategies, you would need to already have a following/ active social media business account.
If you are a new brand starting from scratch, you can try these other strategies:
1. Test out new types of contents and record them. At the end of a certain period, review your content for the best performing ones.
2. Review your competitor's page and study what they do that works and what doesn't.
2. Your Brand (products and services)
Your content pillars should reflect and connect with what you sell and offer to your audience.
So, answering questions like
- What do I want to be known for?
- What 2 -5 topics align with my brand and relate to my products?
- What does my brand stand for?
- What are we passionate about?
If you started a business that you are passionate about, then this category would be a no-brainer for you.
For example, if you own a restaurant, and you love food, then including
—Food reviews and
—Cooking tips (including some behind-the-scenes of your restaurant) can be great content pillars for your page.
Why? Because they match the services you offer and your audience's interests.
Also, creating such contents would be less stressful for you, as you are already passionate about food and cooking.
Do you understand now?
With these strategies, you then gather 3-5 topics or pillars with which your social media content would revolve around.
Note that you can change and add (or drop) some more content pillars as time passes. But it is advisable to stick to 3-5, so you don't get overwhelmed, and your audience can quickly familiarize themselves with your content.
Remember, an overwhelmed or confused audience can't buy from you!
Ready to Take Your Social Media Content Pillars to The Next Level?
If you are serious about creating outstanding content, and boosting your engagement, then you need to ensure you have a clearly defined content pillar strategy.
Still don't know what your content Pillars are? I can help.
Reach with me via WhatsApp for help and consultation (it's free for my medium friends!)
Learned something new? If you did, boost this post with 50 claps.
PS: The 75Days to Sell-Out series is still ongoing. Be sure to check out previous posts and come by daily for new updates.
Stay jiggy. Keep Blooming
Laural Charlie
