what are content pillars?
content pillars, also known as content categories or buckets, are the key themes that shape your brand’s social media content. these topics help maintain a steady and recognizable brand presence while catering to your audience's interests and needs.
“content pillars are the goalposts you need to create a winning strategy. they ensure a consistent brand voice that aligns with your marketing goals.”
for example, a brand might focus on pillars like educational insights, behind-the-scenes content, or industry trends.
why are content pillars important?
content pillars simplify your planning process and keep your posts focused. instead of creating random, unconnected content, you can build a cohesive social media presence that appeals directly to your target audience.
they also make content creation easier. by aligning posts with pre-defined themes, you can plan and schedule content strategically, saving time and effort.
examples of content pillars in action
here’s how some brands implement content pillars:
- poppi: a soda brand that uses user-generated content, memes, and seasonal posts to stay relatable and engaging.
- adobe: highlights creatives using its tools through interviews, event footage, and user success stories.
- utah department of transportation: combines memes, behind-the-scenes looks, and essential updates to connect with their audience in an approachable way.
how to define your content pillars
creating content pillars requires thoughtful planning. follow these steps to identify and refine your strategy:
align with business goals
consider what your brand aims to achieve on social media. are you focused on education, inspiration, or entertainment?
conduct keyword research
use tools like instagram search, google trends, pinterest, or answerthepublic to identify trending topics and gaps in your niche.
analyze content performance
review analytics to pinpoint high-performing posts and identify recurring themes that resonate with your audience.
listen to your audience
engage with your followers and pay attention to frequently asked questions or feedback. this can uncover valuable insights into what content they find most appealing.
streamline your content calendar
content pillars make it easier to plan and organize your posts, ensuring your social media strategy remains focused and effective. tools like later can help you map out, schedule, and analyze content for maximum impact.