Social media platforms such as Facebook and Instagram are thriving hubs for target audiences and If you’re looking to optimize your social media marketing for conversion, you need to have a content pillar strategy.
So what are content pillars?
They are the broader topics and themes that create the foundation of your content marketing. On social media, content pillars create a cohesive brand image, drive engagement, and increase authority. Think of them as your subjects when it comes to planning your content.
The benefit of content pillars is that they help your content stay focused and relevant to your audience.
Here are 3 steps to help you outline your content pillars and map them into a comprehensive content strategy.
1 - Understand Your Target Audience
Ask yourself several questions to understand who it is that you are targeting:
Who is your customer in terms of demographics?
What type of content does your customer consume daily?
What kind of content has historically performed well with your customer?
2 - Identify Your Audience Needs
Once you understand who your target audience is, it’s time to identify their needs:
Which of their pain points can you address through your content?
How can you make their lives better or persuade them to purchase a product or service that makes their lives better?
3 - Sorting Out Your Core Content Pillars
Now that you’ve determined your target audience and their needs you create your core content pillars. Begin by creating a spreadsheet of topics you’d like to cover. From here you can create your content based on the various topics you have chosen to go with.
For example, Coffee First Social focuses on helping small business owners improve their online presence through social media marketing and coaching. After researching the target audience and their needs, the content pillars that Coffee First has chosen to focus on is as follows:
With content pillars in hand, you can move along to the content planning stage. A content plan establishes a blueprint of the exact posts you’d like to create. Plan your month’s worth of content by breaking it down into categories such as date/day/content pillar/caption/graphic etc… And that’s a plan!
So remember, great content isn’t a case of winging it – It’s the culmination of audience research, analytics, and planning hours.
Go and give it a try – It’ll make your planning process a lot easier.