Content Pillars

Content Pillars: What Are They and Why Your Brand Needs One?

When it comes to digital marketing, content is king! Be it big or small, brands today have to focus on their content strategy for their marketing success. A great content strategy always answers the following questions:

  • Who are you trying to target?
  • Why are you creating content in the first place?

And what helps us in figuring these out? That’s right….Content Pillars!

Let’s dive deep into how Content Pillars are important for your brand.

What is a Content Pillar?

Also known as a content bucket, a content pillar is a theme or topic that will be a foundation for your articles, e-books, videos, and other social media posts. Usually, a content pillar is first established with an in-depth and detailed content piece called ‘bedrock content’. These bedrock content become the linking point for other content pieces related to the same topic.

Content pillars represent relevant topics that are of interest to your target audience. For example, a digital marketing company can have “Google AdWords” as a content pillar and create different content pieces like e-books, blogs, Instagram posts, memes based on the type of audience they are targeting or which part of the customer journey their client is right now.

Why Does Your Brand Need Content Pillars?

There are three major benefits of incorporating content pillars in the content strategy of your brand:

  1. Organization – It removes randomness from your content strategy. Instead of posting ‘anything under the sun’, brands have a clearly defined content calendar to cover necessary topics.
  1. Right Targeting – Content buckets help brands to craft audience specific content. This ensures that the brand is reaching out to the right kind of audience with the right set of content to guide them in their purchase journey.
  1. Content Ideation – One of the biggest pain points for marketers is to come up with cool new ideas: Content pillars ease the brainstorming required and provide you with actionable ideas.

But How Do I Define Content Pillars For My Brand?

It might seem complicated but chances are, you already have your content pillars set. Here are the steps to get started with defining your content pillars:

  • Define Your Audience Personas : This is because different sets of audience like different types of content. Also, not everyone is at the same point in the customer journey. When you have a clear idea about the target audience, you know exactly what type of content to design.
  • Repurpose Your Content : As a part of defining your content pillars for your audience, consider how different formats appeal to different people. Repurposing your content for individual networks and audiences is a great move! This not only leverages the content piece to its fullest extent but also helps you stick with the best practices of individual social network.
  • Make A Content Calendar : One of the most important aspect of creating content pillars is designing a content calendar. Your content calendar outlines:

a) What content you are posting

b) Which audience you are targeting

c) Which social media channels are being targeted

This ensures that your content and its frequency matches with the appropriate target audience.

Also check out when and how people are interacting with your posts which can help you fine tune your content calendar.

By now you must have figured out the importance of having content pillars to ease your digital marketing efforts. Content surely is king but approaching the right audience with the wrong content is simply futile!

Are you using content pillars in your marketing strategy? Looking for a team that can help you boost your content strategy? Let’s Talk!

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