It doesn’t take long for the content you create for social media to become unfocused and scattered. This is a symptom of being disorganised right from the very start, but luckily something that can be very easily fixed – with the miracle of content pillars!
In this guide, we’re looking at how you can easily define content pillars for your brand, to help you create better social media content that your audience wants to see. Before checking out the content pillars infographic, we’ve got a little roundup of what you can expect:
Understanding Your Audience
Before creating your content pillars, you need to understand your target audience, because obviously, that’s who you’ll be creating content for.
Ask yourself these questions to establish your audience personas, including:
- Who is your customer in terms of demographics?
- What type of content does your customer enjoy consuming?
- What kinds of content typically perform well with your target audience?
- Where does your audience spend most of their time?
Keyword Research
Identify which keywords your target audience is searching for. You can use platforms like Google Trends and Answer the Public to find out what your audience is searching for.
Keyword research isn’t just important for defining content pillars. It’s a vital step in creating content for every social media platform, writing blog content, designing ads, and more. To learn more about how to do keyword research (and bring in more traffic from) Pinterest, we’ve put together a guide here.
Sort Topcis into Content Pillars
Once you know everything you need to know, sort your keywords into sections, grouping them by topic. These then become your pillars and what you’ll use to influence all the posts you create.
You can also use your content pillars to define subjects that you want your acccount or brand to be known for. For example, if you’re a fragrance brand, you may want to become known for providing high-quality, informative content to help people better understand your industry. If that’s the case, you should include “Informative Posts” as one of your pillars.
Fill Your Content Pillars with Topics
Every month, beneath each of the content pillar headings, write down some ideas for content that relate directly to the topics.
By doing this, you make sure that every post you make is relating to what your audience is searching for.
Not only does this mean you’ll have a constantly updated list of contet ideas you can pull from, but if you also cross off each topic as you use it, you’ll have a complete list of every piece of content your brand has published on social media. Really, there’s no end to the benefits of contet pillars!
The Content Pillars Infographic
Now it’s time for the main event… the Content Pillars Infographic! Below, you can check out our full infographic covering all the information discussed in this article in a handy, easy-to-read graphic!
