Content Pillars

Content pillars or content buckets as they are sometimes referred to, are a set of 4-5 ‘big’ topics or overarching themes that your brand will post about on social media. They are a fantastic way to keep your thoughts organized and to inspire content. But how do you know what they are? 

First, make a list of ALL the topics you want to discuss/show the audience. This could be information about the products you sell, sales, introducing team members, history of the brand, etc. It can also be items that you know your audience enjoys hearing about. For instance, you notice that when you talk about the behind-the-scenes of the brand you reach more people and have more likes as per your insights. Just list them all (see below for a fillable sheet). 

Next, you can put these topics into categories. If you have a clothing company, you may have topics like sizing, color options, and fabric, these can all fit under the category Product Details. And that, ladies and gentlemen, is your first content pillar. Continue on with this process. Your content pillars can be as macro (i.e. Product Details) or as micro (i.e. Pink Products) as you please. They can include, how-tos, testimonials, upcoming stock, about us, etc. 

When it comes to building that ever so important trust with your social media followers (aka potential customers), speaking on these consistent topics will build that. It shows that you are not just posting to grab their attention but to also keep their attention and build a relationship with them…in the hopes, they purchase or share your brand. 

Content pillars are a great way to keep your thoughts organized and to ensure that each post is relevant to your brand and speaking to your audience. 

Download the content pillar worksheet here and the bonus is that you will have a great content bank written down to follow.