Creating content for social media is crucial for your brand to stay relevant, but this content must be of consistent quality.
In the long-term, it is high value content that will hook your target audience and keep them coming back for more.
Understanding your target audience is the first step to creating content pillars that your customers are interested in. It’s these pillars that will help guide your social media strategy.
What are Content Pillars?
Content pillars are topics that resonate with your target audience. They are the topics your typical buyer would be typing in to various search engines. Understanding your target customer is key to defining your pillars. The easiest way to start organising your content around your main thematic pillars is by creating a few large pieces of bedrock content.
What is Bedrock Content?
A piece of bedrock content is a longer piece of content focused on your pillar themes. It should be engaging and encourage some kind of conversion, whether that is to buy a piece of jewellery or pick-up the phone and give you a call. This larger piece of content can then be the inspiration for many smaller pieces of content, creating a spider web of relevant material (that Google will love).
Spin off Social Media Posts from Bedrock
To craft social media posts that stand out from the crowd, you need a strong social media strategy that aligns with your content and brand strategy. You can decide which content types to produce for which social platform once you have created your pillars.
Creating spin-off content derived from your original bedrock piece is the best way to keep a clear brand message throughout. The following fictional example illustrates how this can be done:
A fitness instructor targeting young females aged 20-40 interested in fitness and wholesome living.
The Content Pillar:
Exercise routines that deliver results
The Bedrock Piece:
A downloadable fitness plan for the website.
Short videos of exercise techniques, how to use gym equipment, recommended fitness aids.
Pictures of body transformations, interesting workout outfits and inspirational quotes.
Breaking down the main bedrock piece into smaller pieces of content across various social media channels keeps the message consistent. It also allows followers to delve deeper if they are interested in finding out more.
Why this Requires Planning
To have an effective presence online, your brand’s social media content needs to have a purpose and align with your overall brand message. This can be especially tricky if you’re creating content for multiple social media channels as each platform needs different content types that speak to different users.
Although there are essentials that are never going to change when it comes to social media marketing, it’s still crucial to understand who you are speaking to before planning for each platform.
Planning your content pillars and using them as a foundation for your social media strategy will help you focus your message. It will also save you time when trying to come up with content ideas. Making a plan in advance will also make it easier for you to create a web of linked content. This will eventually benefit your organic SEO as well.
Using Social Media to Ask Questions and Test Your Content Pillars
Finally, it’s important to remember that social media works as a two-way stream. It’s a great place to learn more about your followers and understand their behaviour. This can be done by engaging in social listening, asking for feedback, conducting polls and interacting with user comments.
This feedback loop will help you refine your buyer personas and content pillars over time. The more relevant your content pillars are to your target audience, the more likely your content will resonate with them.
If you need support creating a social media strategy that aligns with your content pillars, then please get in touch.