“Decide your content pillars” might be one of the most frequently-thrown-around pieces of Instagram advice. But too often, that advice isn’t followed up with HOW to decide those all-important content pillars. So in today’s post, I’m sharing what content pillars actually are (and what they aren’t) and how to decide yours.
Let’s get some clarifications out of the way, shall we? I’m sorry to say but you have been misled by social media “experts”. Content pillars are NOT “educate, entertain, and inspire”. Those are content goals – which are also important to your strategy – but they aren’t the same thing.
Content pillars also aren’t the singular key to success in your social media strategy. They’re one part of your plan. But they won’t make or break you!
I see two main issues when businesses try to decide their pillars. They either are confused between content goals vs. content pillars (and it’s hard not to be, when so many experts blur the two as well!) or they are too specific with their pillars.
Now let’s dive into what you’re actually here for!
Content pillars are, as Later defines them, 3 to 5 topics your brand will consistently discuss, amplify, and create content for on social media. For example, as an interior designer, your content pillars could be
Another way to think of your pillars is as buckets. Within these buckets, there is a lot of post topics you could come up with. For example, when it comes to insights into the interior design process, you could share
And so much more! By breaking your content up into these 3-5 main topics, you’ll make your content planning process a breeze. It’s SO much easier to come up with content from a focused area rather than just asking yourself “what should I post?”
From time to time, there might be a reason to post something that doesn’t fit neatly into a content pillar – perhaps a cause that’s near and dear to your heart or a tech recommendation. But in general, I recommend sticking to your content pillars for consistency and cohesiveness in your social strategy.
You don’t have to throw this well-known framework in the bin! Instead, when sitting down to plan out content ideas, consider which goal your topic suits.
Let’s take “Client Projects.” For this pillar, you might break down the goals this way:
Now it’s time for you to decide your 3-5 buckets! Take a moment and think about the 3-5 topics you want to talk about regularly in your marketing.
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ABC Social Media Management® is a Florida-based social media management company serving female entrepreneurs worldwide through comprehensive management and strategy services.